Google's organic shelf is concentrating. In Kevin Indig's Growth Memo index (GIB #25, Oct 2, 2026), total visibility rose 1.8% over 12 months while the median company lost 17.2%. Own-domain sites fell 18.5%. Platforms like YouTube and Facebook gained. Zero-click searches hit 68.01% of US Google searches in early 2026 (SparkToro/Similarweb), so roughly 2 in 3 searches end without a visit.

Click reports also undercount AI discovery. Growth Memo (Sep 28, 2026) shows the path is prompt, synthesize, direct visit, and Graphite finds last-touch can miss about 10x of that influence. Amanda Natividad of SparkToro says plan for mentions, citations, and community presence before the click.

This episode covers why a traffic drop is not a lost book, the "How did you find me?" CRM ask, three Monday fixes, and a simple 2027 plan.

🔑 Key Topics Covered

• SEO shelf concentration and platform winners
• Zero-click search and AI underattribution
• Citations before the visit: mentions, communities, third-party signals
• Three-layer scoreboard: exposure, discovery, appointments

🎯 What This Means for Agents

• Do not panic-rebuild a website when sessions are down about 15 to 20%
• Ask every new appointment how they found you and tag it in the CRM
• Fix Google reviews, named bio, and a date-stamped service page first
• Show up surface by surface. AI citations rarely overlap across engines

🔗 Sources
Growth Memo by Kevin Indig: The usefulness of attribution for AI Search
https://www.growth-memo.com/p/the-collapse-of-attribution

Growth Memo by Kevin Indig: Growth Intelligence Brief #25
https://www.growth-memo.com/p/growth-intelligence-brief-25

Growth Memo by Kevin Indig: 2027 planning brief featuring Amanda Natividad, https://www.growth-memo.com/p/how-to-plan-2027-when-traffic-is

📌 GO-DO: Ask, Fix, Scoreboard
Ask every new appointment: "How did you find me?" Options at minimum: Google, referral/friend, ChatGPT or other AI, Facebook or social, review site, other. Enter it the same day.

Three fixes this week: Google Business Profile under 50 reviews or newest older than 60 days, text three happy clients the review link. About/bio has your real name, real photo, and LinkedIn. Main Medicare or Final Expense page gets a visible "Updated [month year]" and one honest paragraph refresh.

Monthly 3-number scoreboard: (1) exposure, new reviews or named mentions, (2) CRM discovery tags, (3) booked appointments. If exposure is up but discovery is flat, you are showing up in the wrong places. If discovery is up but appointments are flat, fix the page or the offer. If both are down, audit who AI and review sites recommend in your market.

For 2027, keep proven work, run one capped test with a kill date, and fund some unmeasurable bets without demanding a clean click report. If you need co-branded review-request or bio templates, use PSM Marketing Hub and send wording through the Compliance and Legal Department.

Infographic: https://www.psmbrokerage.com/hubfs/The%20Insurance%20Producers%20Guild/IPG_EP27_Infographic.png

Slides: https://www.psmbrokerage.com/hubfs/The%20Insurance%20Producers%20Guild/IPG_EP27_Slides.pdf

The Insurance Producers Guild Podcast delivers intelligence for insurance agents looking to stay ahead of industry trends.

Follow the show and connect with PSM Brokerage to access tools, training, and support designed to help you grow your business.

Learn more: https://www.psmbrokerage.com

CMS has published negotiated maximum fair prices for 15 Medicare Part D drugs effective January 1, 2027. CMS says 5.3 million enrollees used these drugs in 2024 and projects $685 million in beneficiary out-of-pocket savings for 2027. Ozempic, Rybelsus, and Wegovy move from a $959 list price to a $274 negotiated price.

For agents, the key distinction is that this is not automatically the member’s pharmacy copay. Formulary status, tier, deductible, and pharmacy still determine member cost.

The Veteran and The Closer explain what not to quote and provide a client script for booking a formulary review before AEP. Produced by PSM Brokerage.

🔑 Key Topics Covered

• 15 negotiated Part D prices
• Ozempic and Wegovy price changes
• Negotiated price versus pharmacy copay
• Pre-AEP formulary review script

🎯 What This Means for Agents

• Never quote negotiated price as copay
• Flag affected clients before 2027 reviews
• Verify formulary, tier, deductible, pharmacy
• Book drug reviews before AEP

🔗 Sources

CMS — Selected Drugs and Negotiated Prices
CMS source

📌 GO-DO: Build the 2027 Review Queue

Export every MA-PD and standalone PDP client this week and build one 2027 formulary-review queue for anyone using a drug named in the episode. Use the counter-price warning, collect each client’s current drug list, and book the formulary review before AEP.

Infographic: https://www.psmbrokerage.com/hubfs/The%20Insurance%20Producers%20Guild/IPG_EP26_Infographic.png

Slides: https://www.psmbrokerage.com/hubfs/The%20Insurance%20Producers%20Guild/IPG_EP26_Slides.pdf

The Insurance Producers Guild Podcast delivers intelligence for insurance agents looking to stay ahead of industry trends.

Follow the show and connect with PSM Brokerage to access tools, training, and support designed to help you grow your business.

Learn more: https://www.psmbrokerage.com

CSG Actuarial’s January through August 2026 review of about 780 Medicare Supplement filings, covering more than 100 carriers, found an average increase of about 15%, a median around 14.5%, and about one in five filings at 20% or higher. Plans G, F, and N sat in the 15 to 17% range. A national average is not that household’s premium.

Medigap clients do not get an ANOC. They get a rate letter and a new draft. They pay, they like their doctors, and they rarely call. That quiet book is where silent attrition happens.

This episode explains how to turn those rate letters into review appointments before the anniversary, without quoting 15% as the client’s new premium.

🔑 Key Topics Covered

• 2026 Medigap rate filings
• Why G, F, and N are taking the larger increases
• Rate letter versus ANOC
• Retention before the anniversary

🎯 What This Means for Agents

• Pull every G, F, and N renewal in the next 90 days
• Do not quote a national average as their premium
• Compare same-letter options allowed in that state
• Call before the draft hits, not after the complaint that never comes

🔗 Sources

CSG Actuarial
https://www.csgactuarial.com/news/medicare-supplement-rate-increases-what-the-market-has-shown-throughout-2026

ValuePenguin
https://www.valuepenguin.com/best-medicare-supplement-plans

📌 GO-DO: Book Medigap Reviews

Identify every Medicare Supplement client with a renewal in the next 90 days, G, F, and N first. Send one compliant heads-up asking them to book a 20-minute review before the anniversary. Bring their rate letter. Put same-letter options on the table. Confirm state replacement and underwriting rules before you promise a move.

Infographic: https://www.psmbrokerage.com/hubfs/The%20Insurance%20Producers%20Guild/IPG_EP25_Infographic-1.png
Slides: https://www.psmbrokerage.com/hubfs/The%20Insurance%20Producers%20Guild/IPG_EP25_Slides-1.pdf

Learn more: https://www.psmbrokerage.com

The Insurance Producers Guild Podcast delivers intelligence for insurance agents looking to stay ahead of industry trends.

Follow the show and connect with PSM Brokerage to access tools, training, and support designed to help you grow your business.

Learn more: https://www.psmbrokerage.com