Will the Google/Reddit Marriage Work Much Longer?

On Apr 7, 2025

This week on the Niche Pursuits News Podcast, Jared Bauman and Thomas Smith dive deep into the complicated relationship between Reddit and Google, discuss warnings from Google about scaled content, and have a heated debate over whether AI is all hype.

Plus, they share updates on their side hustles and wrap things up with a couple of truly weird—but fascinating—niche websites.

Let’s get into it.

Watch the Full Episode

Reddit’s Stock Swings and Google Dependency

Reddit recently went public, and while the IPO looked strong at first glance, there’s a growing concern that Reddit’s success is too closely tied to Google search traffic

Key points:

Reddit has a licensing deal with Google, and its post-IPO traffic growth is heavily influenced by logged-out users coming from Google.
Logged-out users don’t engage with Reddit the same way logged-in users do. They’re less active, less profitable, and more transient.
While Reddit’s logged-in user base has grown by 27%, its logged-out user traffic has surged by 51%.
This dependence on Google traffic is causing volatility in Reddit’s stock price. Shares have swung from $80 to over $220 and back down to under $100.
Analysts outside of SEO are beginning to notice the unsustainable nature of growth built on search engine referrals.
Reddit’s COO Jen Wong described the relationship with Google as “symbiotic,” but even she acknowledged the “chop” involved in managing it.

Why it matters: For content creators and digital entrepreneurs, Reddit’s situation mirrors what many have experienced: a reliance on Google that can feel like a blessing and a curse. The lesson? Diversify your traffic sources if you want long-term stability.

Google Sends Strong Signals About Scaled Content

At a recent industry event, Google’s Danny Sullivan made it clear: scaled content—whether AI-generated or not—is firmly in their crosshairs.

Here’s what we learned:

Google updated its Quality Rater Guidelines to warn against low-value, mass-produced content.
Sullivan emphasized that it’s not just AI content under scrutiny—human-generated scaled content can also be considered problematic.
One of his clearest quotes: “We don’t really care how you’re doing this scaled content… it’s going to be an issue.”
The goal is to promote content with originality and real value, not just content produced for search traffic.

Thomas’s take:

He believes Google has used Reddit as a stopgap for UGC while developing its own ability to better surface authentic content.
Google appears to be preparing for a broader crackdown, especially now that its AI-generated SERP summaries reduce its incentive to send traffic to others producing similar low-value content.
This may follow the same pattern as their past updates—starting with small hints, then hitting hard later in the year.

What this means for creators: You can’t just generate content at scale and expect long-term rankings. The strategy moving forward is clear: focus on originality, usefulness, and real user engagement.

The “Phony Comforts of AI Optimism” Debate

Journalist Ed Zitron published a long-form article criticizing what he sees as blind optimism around AI. He argues that the tech is overhyped and lacks real-world application and profitability.

The article’s key claims:

Many AI benchmarks are flawed.
The business case for AI is shaky.
AI’s real-world value is overestimated and propped up by media and speculative investment.

Thomas’s rebuttal:

There’s a clear distinction between the AI industry and AI as a technology.
Even if AI companies are struggling to monetize, the technology is already transforming industries—writing, design, medicine, accounting, and more.
Most people don’t realize they’re using AI daily—whether through tools like Photoshop or voice-to-text transcription.
Productivity gains are real, even if they’re underreported because workers don’t always disclose how AI is helping them behind the scenes.

Jared’s perspective:

Adoption is uneven, but the direction is clear.
In some sectors, AI isn’t even discussed yet, while in others, it’s central to the workflow.
As the tech becomes more embedded, industries like construction and local services may soon catch up.

This section was one of the more spirited debates in recent episodes, and it’s worth a listen if you’re curious about AI’s true place in the modern workforce.

Side Hustle Updates: Amazon Influencer and Medium

Jared’s starts by sharing his progress with the Amazon Influencer Program:

March earnings were just over $1,000, flat from February.
He published 40 videos in March, bouncing back after a slower February.
Conversion rates dropped significantly compared to last year, despite consistent video quality.
Possible explanation: Amazon may have changed how it calculates conversions.
Still bullish on the program—especially as spring products ramp up.

Thomas talks about his latest progress on Medium:

Earned $1,703 on Medium in March, up from $807 in February.
Focused on getting stories boosted or featured—manual human curation is now essential.
Published 8 stories, up from 3 in January.
Leaning into newsletter content as the source for Medium stories to save time.
Emphasizes Medium’s continuing value—not just for Partner Program earnings, but also for SEO, lead gen, and brand building.

Weird Niche Sites of the Week

Jared goes first, with Post Secret:

A community art project started in 2004 where people mail in anonymous postcards with secrets.
Site only posts 10 secrets per week, creating a strong sense of scarcity.
Spawned six books, a touring exhibit, and a cult following.
Still draws significant traffic and backlinks.
Feels especially relevant in today’s digital world—raw, emotional, user-generated content that AI can’t replicate.

Thomas shares the site he found: Rent the Chicken:

Yes, you can rent chickens. And coops.
For around $800 per season, families can try backyard chicken farming without long-term commitment.
The site connects renters with local chicken providers across North America.
Earns through rentals and affiliate commissions (e.g., Grubbly Farms).
Demonstrates a quirky but growing niche, especially amid rising egg prices.
Thomas, a chicken owner himself, praised the concept as a smart response to a real consumer trend.

Final Thoughts

This episode was a mix of market analysis, content strategy insights, and a few laughs from the world of niche websites. The central theme? Whether it’s Google updates, AI debates, or volatile traffic, creators need to stay adaptive, strategic, and diversified.

Tune in for the full episode if you haven’t already—there’s a lot more nuance and data behind every segment.

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