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The podcast for businesses that want to be discovered, believed, and hired. Hosted by Michael Santiago, founder of Arising Co, on how companies get found in search and AI, earn trust once they are found, and get picked over the other tab.
New episodes on search, AI visibility, websites and conversion. Roughly ten to twenty minutes, no filler.
Every business that grows online clears the same three hurdles in the same order. People have to find it. They have to trust what they find. Then they have to choose it over everything else open in another tab.
Most marketing advice treats those as one problem and sells a single fix. They are three problems with three different causes, and spending on the wrong one is the most common way a marketing budget disappears without a trace. Each episode takes one piece of that, explains what is actually changing, and says what we are seeing work with real businesses right now.
The name is the sequence, and the order is not negotiable. Skip a stage and the ones after it stop paying. Every episode sits somewhere on this line.
Can they find you at all?
Search engines and AI assistants have to surface you before anything else you do matters. This is SEO, local SEO, AEO and GEO, and the entity work that makes ChatGPT, Gemini, Perplexity and Google AI Overviews confident enough to name you.
Do they believe you when they get there?
Being findable is worth nothing if what people find is thin. Authority content, real proof, reviews, clear positioning and consistent brand credibility are what turn a name in a list into a company someone is willing to consider.
Do they pick you over the other tab?
The last stretch is experience. A premium website, a page that loads and reads well on a phone, an obvious next step, and a conversion path that does not make people work. This is where visibility and trust finally turn into revenue.
All three add up to one outcome: growth. Not traffic, not impressions, not a dashboard that looks busy. Customers who found you, believed you, and picked you.
Latest episode
September 18, 2026 · 10 min 54 sec
People are already asking ChatGPT, Claude, Gemini and Perplexity which businesses to trust and hire. Michael Santiago breaks down how AI decides which companies to name, why a thin website quietly keeps you out of the answer, and what it takes to be found, trusted and chosen.
Every episode has its own page here with the player, the key ideas, a transcript, and links to go deeper on anything it raises.
That is every episode so far. More are recorded and scheduled, and subscribing is the easiest way to catch the next one.
You know the work is good and the phone should ring more. Most of the time the gap is not effort, it is that the people looking for you never see you.
Impressions went up and revenue did not. We talk about the measurements that actually predict a lead, and the ones that only look good in a deck.
AEO, GEO, AI Overviews, ChatGPT recommendations. We explain what genuinely changed, what is the same work under a new name, and what nobody can honestly promise yet.
How businesses become easier to discover, easier to trust, and easier to choose. Hosted by Michael Santiago of Arising Co.
Prefer to do it yourself? Paste the feed into any podcast app: https://anchor.fm/s/1176835e0/podcast/rss
Want the written version instead? Our insights library covers the same ground in depth.
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