SEO F**king What - Get Found on Google, make money from your website

Reddit's share of ChatGPT citations went from nearly 4% to half a percent in about a week. Nobody can fully explain it — not the people who measure it, not Reddit, and definitely not the bloke who sold you a Reddit visibility package back in March. And if that was your strategy, you haven't got one anymore.Hi, I'm Nikki Pilkington. My site is https://nikki-pilkington.com/ and in this episode of "SEO F**king What", I'm talking about what happens when you build your marketing on ground you don't own — because I've watched this exact film five or six times now, and it ends the same way every single time.This isn't really a Reddit story. It's an article directories story, a guest posting story, a Facebook reach story, a Google Plus story. It works until it doesn't, every single fucking time.Here's what I'm covering:— What actually happened to Reddit's ChatGPT citations between the 8th and 17th of August, and why nobody — including the people who measure this professionally — can fully explain it — How the industry decided Reddit was "a channel", and what happened to the agencies selling packages and the people buying aged accounts— Mark Williams-Cook's two rules, which I've been banging on about for years: stop building your strategy around holes in the system, and it works until it doesn't— The graveyard tour: article directories and Panda, guest posting and one Matt Cutts blog post, Facebook reach going from 15% to basically zero, and Google Plus in people's actual job titles— The only two things you own — your website and your email list — and why everything else, including your AI visibility score, is rented from a landlord who doesn't have to tell you before changing the locks— The very specific mistake the Reddit crowd made: they didn't diversify, they substituted— The one thing Reddit is genuinely brilliant for, which is free, which almost nobody uses, and which works whether or not ChatGPT ever cites a single threadI also give you a proper piece of homework. Not the "might do that one day" kind. The actual do-it-this-week kind — including the site:reddit.com trick that hands you your next content plan on a plate.If you know someone who went all in on Reddit for AI visibility, or who's building their entire business on one rented platform, send them this. It might save them from a very bad Monday morning.Get found. Make money. Stop stressing. And never build your castle on someone else's sand.Chapters:00:00 — If that was your strategy, you haven't got one00:41 — An 86% drop in a fortnight02:48 — Stop building around holes in the system04:24 — I've watched this film five times: the graveyard tour07:20 — What you own, and what you're renting10:07 — Three things to do this week11:54 — What Reddit was supposed to beLinks mentioned:Non-Wanky SEO Courses — the On-Page SEO Toolkit is now completely free: https://nonwankyseo.comThe data on the Reddit citation drop (Promptwatch, via Search Engine Land): https://searchengineland.com/reddit-chatgpt-search-citations-fall-report-485473Mark Williams-Cook on LinkedIn: https://www.linkedin.com/in/markseo/Also Asked — Mark's tool, and a brilliant one: https://alsoasked.com/?via=nikki-pilkington (aff link)Episode 2 — who actually owns your Google accounts (same problem, one floor down)https://seofuckingwhatpodcast.co.uk/episode/your-seo-sht-who-actually-owns-itFollow Nikki:LinkedIn: https://www.linkedin.com/in/nikkipilkington/Instagram: https://www.instagram.com/nikkipilkington/Bluesky: https://bsky.app/profile/nikkipilkington.bsky.socialMentioned in this episode:ICN Network

You know that email you send after a job — the one that says "leave us a Google review and get 10% off"? In this country, that might now be illegal. Not "Google's a bit annoyed with you" illegal. Actually illegal, with a fine on the end of it.Hi, I'm Nikki Pilkington. My site is https://nikki-pilkington.com/ and in this episode of "SEO F**king What", I'm talking about the thing the SEO industry has completely missed. Everyone spent July losing their minds over one line Google added to its review snippet documentation. It's a documentation update. It isn't the story. The story is a British law that came in over a year ago and that almost nobody in this industry has mentioned, because most of what you read about SEO is written by Americans about America.Here's what I'm covering:— What Google actually added on the 24th of July, and why where they put that line matters more than what it says— Why fake reviews have been illegal in the UK since April 2025 — not against the rules, not frowned upon, illegal— Why the CMA no longer needs to take you to court, and can investigate, decide and fine you all by itself— The numbers: up to £300,000 for the business, and up to £150,000 for the actual human who set it up— Why "leave a review, get 10% off" is perfectly legal right up until the moment nobody reading it can see the discount existed— Review gating, which loads of review software does by default and sells to you as a feature— Your staff, your mates, your mum, and that untraceable "JS, Manchester" testimonial sat on your homepage— Eight ways to get reviews properly, including the one that changes everything and almost nobody bothers withI also give you a proper piece of homework. Not the "might do that one day" kind. The do-it-before-your-coffee-goes-cold kind.If you know someone still running "review for a discount" campaigns, or using software that quietly filters out the unhappy customers before they ever reach Google, send them this. It might save them a very expensive letter.Get found. Make money. Stop stressing. And go and ask a customer for a review — properly.Links mentioned:Non-Wanky SEO Courses — the On-Page SEO toolkit is completely free right now: https://nonwankyseo.comThe CMA's own fake reviews guidance (free, and worth twenty minutes of your life): https://assets.publishing.service.gov.uk/media/67eeb64fe9c76fa33048c790/CMA208_-_Fake_reviews_guidance.pdfGoogle's review snippet documentation: https://developers.google.com/search/docs/appearance/structured-data/review-snippetHow to get your short Google review link: https://support.google.com/business/answer/16816815The Digital Markets, Competition and Consumers Act 2024: https://www.legislation.gov.uk/ukpga/2024/13Follow Nikki:LinkedIn: https://www.linkedin.com/in/nikkipilkington/Instagram: https://www.instagram.com/nikkipilkington/Bluesky: https://bsky.app/profile/nikkipilkington.bsky.socialMentioned in this episode:ICN Network

The business coach told you to stop giving your knowledge away for free. That advice is keeping your website invisible, and I'm about to explain exactly how.Hi, I'm Nikki Pilkington. My site is https://nikki-pilkington.com/ and in this episode of "SEO F**king What", I'm coming for the business coaches — specifically the ones telling you that publishing your best stuff for free trains people to do it themselves and costs you work. It's bollocks. Absolute cast-iron, weapons-grade bollocks. And the funniest part is that they're delivering that bollocks to you via free LinkedIn posts, free newsletters and free webinars, because they want you to buy their expensive thing.Here's what I'm covering: — The bit nobody says out loud: everyone telling you free content devalues your expertise is telling you that in free content — What "don't give away your best stuff" actually means in practice — publish things that look clever but can't be acted on — and why that's much worse advice — Why Google has nothing to rank when your site is four pages of "bespoke solutions tailored to your client's unique requirements" — Why the person who reads your guide and does it themselves was never going to hire you in the first place — How free content does your lead qualifying for you, and why the alternative is a market that competes on price alone — The line between free resources and free labour, and why "free SEO audits" sit firmly on the wrong side of it — Why nobody has ever read a recipe and become a chefI also give you a proper piece of homework. Four jobs, actually. Not the "might do that one day" kind. The actual do-it-this-week kind, starting with one page that will probably outrank your services page inside a couple of months.If you know someone who's been told to keep their expertise to themselves and can't work out why their website is invisible, send them this. It might be the thing that finally makes it click.Get found. Make money. Stop stressing. Give your shit away.Links mentioned: Non-Wanky SEO Courses (free at the moment): https://nonwankyseo.comEpisode 33 — The Truth About "Free" SEO Audits (Don't Get Conned): https://seofuckingwhatpodcast.co.uk/episode/the-truth-about-free-seo-audits-dont-get-connedHolly Christie, Websites Made Simple: https://websitesmadesimple.co.uk/Follow Nikki:LinkedIn: https://www.linkedin.com/in/nikkipilkington/Instagram: https://www.instagram.com/nikkipilkington/Bluesky: https://bsky.app/profile/nikkipilkington.bsky.socialMentioned in this episode:ICN Network