Explore every episode of the podcast The Digital Marketing Podcast by Exposure Ninja
| Title | Pub. Date | Duration | |
|---|---|---|---|
| Ultimate GEO / AEO Course for Marketing Leaders | 02 nov. 2026 | 02:20:00 | |
Most marketers use ChatGPT, Gemini, and Claude every day, but very few are working on getting their own brand recommended in them. When our CEO Charlie Marchant asked a room of around 300 SEOs and marketers at MozCon London who was actively doing it, fewer than 3% raised a hand. This is our complete AI Search Optimisation course (AEO and GEO) for marketing leaders and business owners. Across six modules, Tim Cameron-Kitchen walks through the process Exposure Ninja uses with clients and on the businesses we own: how AI tools decide which brands to recommend, how to find your gaps and what they're costing you, how to close them, and how to prove it's turning into leads and revenue. What's in the course:
Work out what your AI visibility gap could be costing you 👉 https://exposureninja.com/ai-cost/ Want to see where your brand stands in AI Search? Request an AI Search Scorecard at https://exposureninja.com/review/ and we'll show you where your brand stands against your competitors, what they're doing to win AI visibility, and what you can do to catch up or stay ahead. Sponsored by Peec AI. *Get 30% off Peec AI* 👉 https://try.peec.ai/tim-exposureninja-com Get the course notes: https://exposureninja.com/podcast/ai-seo-course/ ==================== Exposure Ninja is an award-winning search marketing agency specialising in AI Search, SEO, and PPC. We grow B2B and B2C brands into industry leaders in search. Proudly B Corp Certified. Book a consultation call to find out how we can turn your search visibility into more leads and revenue 👉 https://exposureninja.com/ Follow Exposure Ninja https://linkedin.com/company/exposureninja | |||
| Website Architecture: The Overlooked Side of AI Search | 28 oct. 2026 | 00:26:00 | |
When people think about showing up in ChatGPT, Gemini and Perplexity, they usually think about SEO and digital PR. But whether AI can understand and surface your business also depends on how your website is built. In this episode, Charlie Marchant (CEO of Exposure Ninja) is joined by Jenny Nicholson, Exposure Ninja's Head of Web Development, to cover:
Earning a citation in an AI answer is only half the job. If the buyer clicks through to a site that's slow or hard to use, that visibility goes to waste. See how your business shows up in AI Search 👉 Get your free AI Search Scorecard: https://exposureninja.com/review/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Get the show notes: https://exposureninja.com/podcast/website-architecture/ Listen to this episode next: https://exposureninja.com/podcast/ai-agent-ready-content/ | |||
| The Truth About Backlinks and AI Search | 26 oct. 2026 | 00:21:33 | |
If you’ve spent years building backlinks, you’ve done the right thing for traditional SEO. But to get your brand consistently recommended by ChatGPT, Gemini, AI Mode, and Claude, backlinks alone aren’t enough. AI tools aren’t just asking who has the most links. They’re asking who’s being talked about, where, and in what context. That makes web-wide brand mentions one of the most important signals for AI Search visibility. Tim Cameron-Kitchen breaks down what brand mentions are, the four best ways to earn them, and how to turn it all into a prioritised plan. You’ll discover: - Why AI tools don’t always trust what your own website says, and the third-party sources they lean on instead - How we used digital PR to get our own businesses featured in the likes of The Telegraph, Ideal Home and Hello!, helping take Elite Renewables from around 25 to around 80 leads a week - How we got ZUGU recommended as the best iPad case in ChatGPT and Google’s AI Overviews by targeting the publications AI tools were already citing - The review strategy that helped a U.S. personal injury law firm double its online review count, while staying within review platform guidelines - How to approach Reddit and online communities without getting downvoted - A step-by-step walkthrough of using Semrush One to find the websites where your competitors are being mentioned in AI answers and you aren’t Want to see where your brand stands in AI Search? Request an AI Search Scorecard at https://exposureninja.com/review/ and we’ll show you where your brand stands against your competitors, what they’re doing to win AI visibility, and what you can do to catch up or stay ahead. Read the full show notes: https://exposureninja.com/podcast/brand-mentions-vs-backlinks/ Sponsored by Semrush. *Try Semrush One* 👉 https://exposureninja.com/semrushone ==================== Exposure Ninja is an award-winning search marketing agency specialising in AI Search, SEO, and PPC. We grow B2B and B2C brands into industry leaders in search. Proudly B Corp Certified. Book a consultation call to find out how we can turn your search visibility into more leads and revenue 👉 https://exposureninja.com/Follow Exposure Ninjahttps://linkedin.com/company/exposureninja | |||
| The Biggest Change Coming to AI Search in 2027 | 19 oct. 2026 | 00:23:08 | |
Your customers are asking ChatGPT which brands to buy from right now. But can you actually prove when AI Search is recommending you, and how much revenue it's driving? For most marketers, the honest answer is no. AI answers change constantly, analytics only shows a fraction of the traffic, and Google lumps AI Overviews in with regular organic search. In this video, I show you how to measure your AI Search visibility properly, using a live demo, and how to close the gap between being seen in AI tools and knowing what that visibility is worth. Here's what I cover: - Why typing prompts into ChatGPT to check your visibility doesn't work. Across 8,000 responses we tracked, ChatGPT cited the same websites on consecutive days only 2% of the time - How to track your brand mentions, citations, and AI share of voice against your competitors across multiple AI platforms - How to filter thousands of prompts down to the high-value ones: commercial intent, decision stage, and your brand not yet mentioned - How to find the third-party pages AI tools rely on in your industry, and turn them into a digital PR target list - The "found but not cited" filter that gives you a fix list of pages on your own website that AI tools are ignoring - Why GA4's AI assistant traffic is only a small slice of the picture, and what "dark traffic" means for your reporting - How the CMA is pushing Google to share more AI performance data, and what that could mean for marketers in 2027 Key takeaways: - Measure AI visibility at scale, not one prompt at a time - Track mentions, citations, and share of voice, not just traffic - Expect a lot of AI-influenced traffic to show up as direct and branded search - Ask every new lead where they heard about you - Don't wait for perfect attribution to start investing in AI Search Sponsored by Ahrefs. *Try Brand Radar* 👉https://ahrefs.com/brand-radar
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| Treating AI as a Stakeholder with Jonas Gödde, Beiersdorf | 14 oct. 2026 | 00:13:09 | |
How does a global consumer goods company get ahead on what AI says about it? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Jonas Gödde, Head of Digital & AI Communication at Beiersdorf, the parent company of brands including NIVEA and Eucerin. Beiersdorf was recently ranked second out of all DAX 40 companies in FTI Consulting’s AI Reputation Monitor. Jonas shares how the team got there: starting before the plan was perfect, treating the project like SEO, and updating around 150 pages of the corporate website. He explains why trust is the main KPI for his team, why he sees AI as a new stakeholder in its own right, and how to write content that works for AI without patronising the humans reading it. Jonas also talks through the practical side of a project like this in a large organisation: securing time from topic experts across sustainability, products, and financial performance, keeping content consistent, and using guidelines to upskill the team. A quick disclosure: Exposure Ninja has worked with Beiersdorf as their AI Search partner for part of this story. Read the full show notes: https://exposureninja.com/podcast/growth-leader-series-jonas-godde/ https://www.linkedin.com/in/jonas-goedde/ Listen To These Episodes Next: The Content Engineering Playbook: Growth Lessons from AirOps’ Josh Spilker: https://exposureninja.com/podcast/growth-leader-series-josh-spilker/ McKinsey’s Thought Leadership Playbook: Lessons From Daphne Luchtenberg: https://exposureninja.com/podcast/growth-leader-series-daphne-luchtenberg/ Book a consultation call 👉 | |||
| Dark Traffic: The Hidden Impact of AI Search | 30 sept. 2026 | 00:07:52 | |
Your Direct channel in GA4 has probably been growing for two years, and people typing in your URL isn't the whole story. It's where your dark traffic lands: the demand that your business is creating that isn't easily attributed to where it actually came from. In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers:
The brands that win will be the ones making confident budget decisions with imperfect data, rather than waiting for perfect attribution. Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Get the show notes: https://exposureninja.com/podcast/dark-traffic/ Listen to this episode next: https://exposureninja.com/podcast/ai-attribution-gap/ | |||
| Does AI Traffic Really Convert Better? We Checked | 28 sept. 2026 | 00:15:19 | |
Traffic from ChatGPT converts 9x better than Google. Or is it 42% better? Or 11 times better? Everyone says AI search traffic is more valuable than traditional search traffic. But there's an obvious contradiction: AI tools send a fraction of the visits Google does. So how can such a small traffic source be worth so much? In this video, I dig into our own client data, plus published clickstream research, to find out whether AI traffic really does convert better, why it happens, and how to get more of it for your brand. Here's what I cover: - Real e-commerce client data showing ChatGPT visitors converting at 7.18% versus 3.59% from Google, and each visitor being worth around $1.40 compared to $0.53 - Why ChatGPT traffic grew 161% year on year (with revenue up almost 400%) while Google traffic grew 12% over the same period - A lead generation client where AI referral traffic converted at just under 14%, more than double the rate of organic search - The Similarweb study showing that after seeing a brand recommended in AI, 55% of people go on to search for it and 20% go straight to the website, which means most AI influence never shows up as AI traffic in your analytics - The three reasons AI traffic performs so well: hyper-qualified visitors, compressed buyer journeys, and the trust that comes with a tailored recommendation - How to use Semrush One to track your visibility across Google, ChatGPT, AI Overviews, AI Mode and Gemini, spot competitor gaps, and find the prompts where your brand gets recommended (not just mentioned) The key lessons: - AI platforms are changing where research and comparison happen, so visitors arrive having already decided you're a good fit - Low AI referral numbers don't mean you're invisible in AI, as much of that influence shows up as branded search and direct traffic - Being mentioned isn't enough. Aim to be recommended in the bottom-of-funnel conversations that lead to sales - Stop asking "how much AI traffic am I getting?" and start asking "is my brand showing up in the conversations where people spend money?" | |||
| Does AI Traffic Really Convert Better? We Checked | 28 sept. 2026 | 00:15:19 | |
Traffic from ChatGPT converts 9x better than Google. Or is it 42% better? Or 11 times better? Everyone says AI Search traffic is more valuable than traditional search traffic. But there's an obvious contradiction: AI tools send a fraction of the visits Google does. So how can such a small traffic source be worth so much? In this podcast, I dig into our own client data, plus published clickstream research, to find out whether AI traffic really does convert better, why it happens, and how to get more of it for your brand. Here's what I cover: - Real eCommerce client data showing ChatGPT visitors converting at 7.18% versus 3.59% from Google, and each visitor being worth around $1.40 compared to $0.53 - Why ChatGPT traffic grew 161% year on year (with revenue up almost 400%) while Google traffic grew 12% over the same period - A lead generation client where AI referral traffic converted at just under 14%, more than double the rate of organic search - The Similarweb study showing that after seeing a brand recommended in AI, 55% of people go on to search for it and 20% go straight to the website, which means most AI influence never shows up as AI traffic in your analytics - The three reasons AI traffic performs so well: hyper-qualified visitors, compressed buyer journeys, and the trust that comes with a tailored recommendation - How to use Semrush One to track your visibility across Google, ChatGPT, AI Overviews, AI Mode and Gemini, spot competitor gaps, and find the prompts where your brand gets recommended (not just mentioned) The key lessons: - AI platforms are changing where research and comparison happen, so visitors arrive having already decided you're a good fit - Low AI referral numbers don't mean you're invisible in AI, as much of that influence shows up as branded search and direct traffic - Being mentioned isn't enough. Aim to be recommended in the bottom-of-funnel conversations that lead to sales - Stop asking "how much AI traffic am I getting?" and start asking "is my brand showing up in the conversations where people spend money?" Want your brand found and recommended in AI Search? Book a consultation call 👉 https://exposureninja.com/ Sponsored by Semrush. Get a free trial of Semrush One: https://exposureninja.com/semrush-one Get the full show notes: https://exposureninja.com/podcast/ai-visibility-influences-revenue/ | |||
| Is Your Content AI Agent-Ready? | 16 sept. 2026 | 00:09:49 | |
AI agents are now reading your website to complete tasks for your customers, and most content isn't built for them. In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers: - What agent-ready content is, and why it should serve humans and AI agents at the same time - How to build a "cityscape" of content: landmark topic pillars surrounded by clusters that mirror AI query fan-out - Where to find the follow-up questions your customers actually ask, from People Also Ask data to your own sales calls - Why AI agents that have to infer information will either guess or skip your brand entirely - The decision layer and action layer every important page needs - Why "Contact us" is too vague for agents, and what to use instead - Why brand size doesn't guarantee AI visibility, with Wise earning 12.8x more AI traffic than Revolut and Starling 4.8x more than Monzo Smaller brands are already outperforming market leaders in AI Search by publishing deeper, clearer, question-led content. The longer you leave it, the more expensive it becomes to catch up. Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Get the show notes: https://exposureninja.com/podcast/ai-agent-ready-content/ Listen to these episodes next: Win AI Search Visibility With Distinctive Thought Leadership Content: https://exposureninja.com/podcast/thought-leadership-content/ Viral Sunscreen Shows The Future Customer Search Journey: https://exposureninja.com/podcast/customer-search-journey/ | |||
| How to Scale Digital Marketing (Without Increasing Ad Spend) | 07 sept. 2026 | 00:22:42 | |
Most businesses hit a wall with lead generation and assume the only fix is spending more — bigger ad budgets, more channels, higher bids. But that just pushes your acquisition costs up until growth becomes unsustainable. There are three other ways to increase conversions and lead quality before you touch your ad spend, and in this video, I break down all three with real client results. What I cover:
Read the full show notes: https://exposureninja.com/podcast/how-to-scale-marketing-without-increasing-your-ad-budget/ Want help building this kind of funnel for your business? Book a free consultancy call at https://exposureninja.com and we'll map out your current funnel gaps and show you where you're losing leads without spending another pound on ads. | |||
| Why AI Search Is Rewriting the Buyer Journey | 31 août 2026 | 00:16:30 | |
The buyer journey you've been designing for doesn't exist anymore. For 20 years, the model was simple: drive traffic (paid or organic) to your website, and that's where people learn about you and decide to buy. But with ChatGPT, Gemini, Perplexity, and Google's AI Overviews now doing the research for your buyers, that assumption is breaking down. In fact, one senior marketer at a global consumer brand recently asked us: "Should we even have a website?" In this video, I show you exactly how the buyer journey has shifted, using real B2B and B2C examples, and walk through how to use Semrush One (today's sponsor) to measure your brand's AI visibility, find your gaps, and start closing them. You'll discover:
Whether you're just starting to think about AI Search Optimisation or already have a strategy and want to sharpen it, this is a practical, tool-led walkthrough you can apply straight away. Read the full report here: https://exposureninja.com/blog/ai-search-buyer-journey/ | |||
| How To Get ChatGPT to Recommend Your B2B Business | 17 août 2026 | 00:22:13 | |
"Is this AI Search visibility thing even relevant for B2B?" That's the question our CEO, Charlie Marchant, got asked by the audience at eCommerce Scotland. It's a fair one, too, because most AI Search examples you see are consumer-focused. If you're selling components or software to other businesses, how much does ChatGPT really matter to your buyer journey? The answer is: a huge amount, and the data backs it up. But B2B buyers use AI differently to consumers, which means your approach to AI Search Optimisation (also known as Generative Engine Optimisation or AI SEO) needs to be different too. Tim Cameron-Kitchen covers:
Want a prioritised action plan for your own AI and organic search visibility? Our team can carry out a full paid audit across every platform, your sentiment, and your topic and prompt visibility. Request one at https://exposureninja.com/audit Read the full show notes: https://exposureninja.com/podcast/ai-search-optimisation-for-b2b/ Try Semrush One 👉 https://exposureninja.com/semrushone | |||
| 6X Your Website Leads With This Strategy | 10 août 2026 | 00:17:20 | |
Value Capital Funding came to Exposure Ninja almost entirely reliant on PPC for their leads. Competition was brutal, and costs were climbing. Twelve months later, they rank in the top five for over 180 keywords, they're generating leads from ChatGPT and Perplexity, and their organic leads have grown 7.4x. Tim Cameron-Kitchen breaks down the three-step Exposure Ninja playbook behind that shift, using the real client work as the example:
Read the full case study: https://exposureninja.com/our-work/value-capital-funding/ Get the full show notes: https://exposureninja.com/podcast/value-capital-funding-strategy/ If you’re looking to get in-depth customer, competitor, and positioning insights, check out our Brand and Positioning Accelerator https://exposureninja.com/services/branding/brand-accelerator/ Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/ | |||
| How To Get Better Quality Leads Through Your Website | 03 août 2026 | 00:23:35 | |
Not all leads are worth the same. The problem is that most websites and marketing inadvertently appeal more to the low-value leads than the high-value ones. In this video, Tim Cameron-Kitchen breaks down the four steps to attract higher-quality leads through your website and digital marketing, using real examples from businesses we work with:
Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/
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| Distinctive Thought Leadership Wins in AI Search | 29 juil. 2026 | 00:02:28 | |
Distinctive thought leadership is the strongest play for AI Search visibility, because AI platforms have no reason to cite content that simply repeats what everyone else has already published. In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers:
The takeaway for marketing leaders: stop competing on volume and start building content distinctive enough to be the best answer for the specific journeys your customers take. Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Get the show notes: https://exposureninja.com/podcast/thought-leadership-content/ Listen to this episode next: The AI Visibility Pyramid: A Framework for Showing Up in ChatGPT https://exposureninja.com/podcast/ai-visibility-pyramid/ | |||
| The AI Visibility Pyramid: 3 Layers to Get Cited | 22 juil. 2026 | 00:05:06 | |
A £2 million business and a £2 billion business shouldn't be running the same AI Search strategy. In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) breaks down the Pyramid of AI Search, a layered framework for understanding exactly where your brand sits and what to build next to show up in ChatGPT and other AI platforms.
Getting cited by AI platforms isn't about ticking one box. It's about building a consistent, accurate brand story that holds up from your own website through to what customers and third parties say about you elsewhere. Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Get the show notes: https://exposureninja.com/podcast/ai-visibility-pyramid/ Listen to this episode next: https://exposureninja.com/podcast/ai-attribution-gap/ | |||
| The AI Attribution Gap, Solved | 15 juil. 2026 | 00:05:21 | |
Ask a marketing leader how much of their traffic comes from ChatGPT, and you'll usually get the same response: a pause, then "we don't really know." In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers the AI attribution gap and what businesses can actually do about it.
With ChatGPT now among the most visited sites in the world, more buyers are starting their research there long before a business sees them in analytics. Charlie breaks down why closing this gap matters for justifying AI Search investment to the board, and the practical changes marketing teams can make starting today. Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation:https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Read the show notes: https://exposureninja.com/podcast/ai-attribution-gap/ Listen to this episode next: How To Show Up in ChatGPT in 5 Steps: https://exposureninja.com/podcast/show-up-in-chatgpt/ | |||
| Why You’re Not Getting Enough Leads From Search | 13 juil. 2026 | 00:08:12 | |
Google isn't sending you the traffic it used to, and it's not because your product got worse, your sales team got worse, or demand disappeared. AI Overviews and AI Search tools like ChatGPT, Gemini, and Perplexity are rewriting how people research and buy, and if you're only optimising for traditional search, you're already behind. Here's what I cover:
Want to know exactly where you stand in traditional and AI Search? Request an SEO and AI Search Audit at https://exposure.ninja/audit/ and we'll show you your visibility across Google, ChatGPT, Perplexity, and Gemini, and build you a step-by-step plan to improve it. Read the full show notes: | |||
| My Boss Is Asking: Why Aren't We Showing Up in ChatGPT? | 10 juil. 2026 | 00:09:32 | |
Charlie has heard the same opening line in nearly every sales conversation over the past few weeks: "My boss is asking why we don't show up in ChatGPT, what do I do?" In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers:
Showing up in LLM answers isn't about hoping for visibility. It takes a structured plan, the right technical foundations, and consistent tracking of your share of voice against competitors. Check out our recent case study where we drove visibility results in AI Search and Google: https://exposureninja.com/our-work/value-capital-funding/ Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Get the show notes: https://exposureninja.com/podcast/show-up-in-chatgpt/ Listen to these episodes next: Viral Sunscreen Shows The Future Customer Search Journey: https://exposureninja.com/podcast/customer-search-journey/ Google I/O 2026: 5 AI Search Updates Marketing Leaders Need To Know: https://exposureninja.com/podcast/google-i-o-2026/ | |||
| FINALLY! An AI Agent That Helps You Get Cited in AI Search | 06 juil. 2026 | 00:18:41 | |
Sponsored by Ahrefs. Try Agent A 👉 https://ahrefs.com/agent-a Getting cited in AI Search results isn't just about ranking well on Google. According to research from Ahrefs, 88% of pages cited in AI answers don't even appear on Google's first page, which means traditional SEO alone won't cut it anymore. In this video, Tim walks through the four pillars of AI Search citation and puts Ahrefs' new agentic tool, Agent A, through its paces to show how it can speed up the process. Here's what's covered:
Get the blog post template: https://exposureninja.com/blog/blog-post-template/ Try Agent A: https://ahrefs.com/agent-a Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/ Read the show notes: https://exposureninja.com/podcast/how-to-get-cited-in-ai-search/ | |||
| This Viral Sunscreen Explains The Future of Search | 03 juil. 2026 | 00:16:14 | |
Charlie's LinkedIn post about a £13 sunscreen went viral, pulling in 183+ comments from the likes of skincare and fashion influencer Marta Canga Roza and Dr Pete, and it became a live case study in how search actually works. This executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers:
Search isn't linear anymore. Brands need to think about their narrative across every platform their customers use, not just their own website. Read the post: https://lnkd.in/p/eDXrGcGS Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Get the show notes: https://exposureninja.com/podcast/customer-search-journey/ Listen to this episode next: Google I/O 2026: The 5 Updates Every Marketer Needs To Know https://open.spotify.com/episode/2v6NRi9ZBzsBwhb02cQRmJ?si=wTKMEgsWRe6o56AQHFKLOw | |||
| How to See Your Brand Through AI's Eyes (For Free) | 29 juin 2026 | 00:07:29 | |
Enterprise AI Search monitoring tools are powerful, but they're also expensive. Most businesses just want to know what AI tools are saying about their brand. Until now, that meant either doing it manually (which is unreliable) or paying enterprise-level prices. Mind My Brand is a free tool from Exposure Ninja that gives you an accurate picture of how ChatGPT, Gemini, Perplexity, and Grok actually perceive your brand, without the enterprise price tag. Here's what you'll learn:
Ready to see what AI tools are saying about your business? Try Mind My Brand for free: https://minemybrand.com Book a consultation call for a live marketing review from Exposure Ninja: https://exposureninja.com/review Read the full show notes: | |||
| The Content Engineering Playbook with Josh Spilker, AirOps | 24 juin 2026 | 00:49:21 | |
What does it actually look like to rebuild a content and SEO strategy for a world where search is shifting from clicks to mentions? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Josh Spilker, Head of Search Marketing at AirOps, the AI-powered content and search platform. Josh has led organic growth at high-growth SaaS companies, including ClickUp, where he helped turn content into a serious revenue driver through a relentless focus on the middle funnel. Josh introduces the concept of content engineering: what it means, why it matters now more than ever, and how building connected AI-powered workflows is replacing the traditional brief-to-publish content process. The conversation gets into where Google and ChatGPT results actually overlap (and what the data says), why LinkedIn is starting to behave more like search than social, and why the middle funnel may be the most underrated opportunity in B2B content right now. Josh also shares how AirOps runs its own webinar-to-content workflow end to end, what he learned building comparison content at ClickUp that still holds up today, and why saying yes to uncomfortable things was the career advice he wished he'd had earlier. Read the full show notes: https://exposureninja.com/podcast/growth-leader-series-josh-spilker/ Check out Josh’s post on the “10x Content Engineer” https://www.airops.com/blog/10x-content-engineer Follow Josh Spilker on LinkedIn: https://www.linkedin.com/in/joshspilker/ Listen to these episodes next: McKinsey’s Thought Leadership Playbook with Daphne Luchtenberg https://exposureninja.com/podcast/growth-leader-series-daphne-luchtenberg/ Growth Strategy in the AI Search Era with Nick Lafferty, Profound https://exposureninja.com/podcast/growth-leader-series-nick-lafferty/ The Organic Growth Playbook Behind Wise with Fabrizio Ballarini https://exposureninja.com/podcast/growth-leader-series-fabrizio-ballarini/ Book a consultation call 👉 https://exposureninja.com/review/ | |||
| Google Forced to Act. Here’s What It Means For Your Traffic | 22 juin 2026 | 00:13:04 | |
Since AI Overviews launched, the average website has lost around a third of its organic traffic. Last week, the UK's Competition and Markets Authority had seen enough, and issued a legal order forcing Google to change. Within hours, Google announced updates to AI Overviews. More links. More data. A fairer deal for publishers. But will your traffic actually come back? In this video, I cover:
The old organic traffic levels aren't coming back. But the brands that understand how AI Search is changing buyer behaviour are making more from search than ever before. Get a free trial of Semrush One: https://exposureninja.com/semrush-one Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/ Read the show notes: https://exposureninja.com/podcast/google-ai-overviews-cma-ruling/ | |||
| McKinsey’s Thought Leadership Playbook with Daphne Luchtenberg | 17 juin 2026 | 00:52:06 | |
What does it take to build demand through ideas at the world's most prolific thought leadership organisation? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Daphne Luchtenberg, Marketing Director for McKinsey’s Operations Practice. Daphne shares how McKinsey's codification culture turns client work into compounding commercial advantage, how peer review makes their content credible at scale, and why their biggest content challenge isn't producing enough; it's deciding what's distinctive enough to publish. They also get into how McKinsey built its own LLM three years ago, how AI is now embedded into the marketing team's day-to-day, and how Daphne is thinking about LLM visibility versus protecting proprietary knowledge. Plus: what B2B marketing leaders can take from the McKinsey model without McKinsey's resources, why building a strong bench beats protecting star performers, and the career advice Daphne would send back to her younger self. Read the full show notes: https://exposureninja.com/podcast/growth-leader-series-daphne-luchtenberg/ Follow Daphne Luchtenberg on LinkedIn: https://www.linkedin.com/in/daphneluchtenberg/ Listen to these episodes next: Growth Strategy in the AI Search Era with Nick Lafferty, Profound https://exposureninja.com/podcast/growth-leader-series-nick-lafferty/ The Organic Growth Playbook Behind Wise with Fabrizio Ballarini https://exposureninja.com/podcast/growth-leader-series-fabrizio-ballarini/ Book a consultation call 👉 | |||
| How To Beat Your Competitors in AI Search | 15 juin 2026 | 00:22:16 | |
Sponsored by Semrush. Try Semrush One 👉 https://exposureninja.com/semrushone Your competitors are showing up in ChatGPT, Google AI Overviews, and Perplexity. You're not, and right now, you have no idea why. This video changes that. I'll show you exactly how to reverse-engineer what your competitors are doing, intentionally or not, to get recommended in AI answers. So you can copy their strategy, close the gap, and start dominating the conversations that matter. Here's what I cover:
You don't need to be a huge brand to win in AI Search. Everything your competitors are doing is visible, if you know where to look. Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/ Read the show notes: https://exposureninja.com/podcast/beat-competitors-in-ai-search/ | |||
| Growth Strategy in the AI Search Era with Nick Lafferty, Profound | 10 juin 2026 | 00:45:52 | |
What does it actually take to build a go-to-market strategy for a category that barely existed 18 months ago? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Nick Lafferty, Founding Marketing Engineer at Profound, the AI Search tracking platform helping major brands understand how they show up in ChatGPT, Gemini, Perplexity, and other LLMs. Nick brings serious growth experience to this role. Before Profound, he drove millions in B2B SaaS pipeline at Loom and Mailgun, then spent two years running a solo consulting agency before joining Profound. In this episode, Nick Lafferty covers:
Read the full show notes: https://exposureninja.com/podcast/growth-leader-series-nick-lafferty/ Follow Nick Lafferty on LinkedIn: https://www.linkedin.com/in/nicklafferty/ Listen to these episodes next: McKinsey’s Thought Leadership Playbook with Daphne Luchtenberg https://exposureninja.com/podcast/growth-leader-series-daphne-luchtenberg/ The Organic Growth Playbook Behind Wise with Fabrizio Ballarini https://exposureninja.com/podcast/growth-leader-series-fabrizio-ballarini/ Book a consultation call 👉 | |||
| How To Turn AI Mentions Into High-Value Leads | 09 juin 2026 | 00:11:15 | |
Most businesses are chasing more AI mentions. More citations. More visibility. But if those mentions aren't happening when someone is about to buy, they're not driving pipeline. In this video, I break down exactly how to turn AI visibility into high-value leads, and why most businesses are completely missing the step that actually matters. Here's what I cover:
The goal isn't maximum AI visibility. It's maximum AI visibility during the moments that generate pipeline.
Read the show notes: https://exposureninja.com/podcast/turn-ai-mentions-into-leads/ Listen to these episodes next: The BEST SEO Strategies for 2026 https://exposureninja.com/podcast/368/ How To Dominate AI Search Results in 2026 https://exposureninja.com/podcast/372/ Copy The 3 Pillars of £50m+ SEO Campaigns | |||
| The Organic Growth Playbook Behind Wise with Fabrizio Ballarini | 03 juin 2026 | 01:16:46 | |
What does a decade of organic growth at one of fintech's most successful companies actually look like? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Fabrizio Ballarini, Head of Organic Growth at Wise, the multi-billion dollar global money transfer platform operating across 160+ markets. Fabrizio shares the thinking behind Wise's famous growth philosophy: going as broad as possible, as fast as possible, and then refining what works. He breaks down the story of the currency converter that became one of the most powerful organic acquisition tools in fintech, how a single page generated 1 million clicks in one month, and why Wise continues to build acquisition for products that don't yet exist. The conversation gets into the AI Search question head-on: what it really means for an established brand like Wise, why traffic is still at an all-time high despite the hype, and where the genuine risk lies. Fabrizio also talks about the LTV forecasting models that changed how the team evaluates content, why he rarely kills pages that aren't converting, and what he'd tell his younger self about growth. Follow Fabrizio on LinkedIn: https://www.linkedin.com/in/fabrizioballarini/ Read the show notes: Listen to these episodes next: McKinsey’s Thought Leadership Playbook with Daphne Luchtenberg https://exposureninja.com/podcast/growth-leader-series-daphne-luchtenberg/ Growth Strategy in the AI Search Era with Nick Lafferty, Profound https://exposureninja.com/podcast/growth-leader-series-nick-lafferty/
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| COPY Vanguard’s 6M+ Organic Traffic Strategy | 01 juin 2026 | 00:19:29 | |
Vanguard manages over $10 trillion in assets, but their dominance in search and AI visibility isn't just because of their size. Most big brands their size are leaving millions of visits on the table. Vanguard isn't. This video breaks down the Vanguard digital marketing strategy behind 6.2 million monthly organic visitors, an AI visibility score of 85/100, and 74,500 AI mentions, and the lessons any marketer can steal from it. Here's what I cover:
Vanguard isn't winning because they're Vanguard. They're winning because they're doing the work. Here's exactly what that looks like. Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/ Read the show notes: https://exposureninja.com/podcast/vanguard-marketing-strategy/ Listen to these episodes next: Rippling's $16B Marketing Strategy https://exposureninja.com/podcast/rippling-marketing-strategy/ How To Dominate AI Search Results in 2026 https://exposureninja.com/podcast/372/ Copy The 3 Pillars of £50m+ SEO Campaigns | |||
| Google I/O 2026: The 5 Updates Every Marketer Needs To Know | 26 mai 2026 | 00:18:35 | |
Google just called this a new era for AI Search, and after seeing these five updates from Google I/O 2026, it's hard to disagree. In this executive briefing, Charlie Marchant (CEO of Exposure Ninja), covers:
Google is no longer just a search engine. It's becoming an interactive, agentic interface, and businesses that aren't thinking beyond ten blue links are already falling behind. Here's exactly what these updates mean for your marketing strategy. Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Read the show notes: https://exposureninja.com/podcast/google-i-o-2026/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ | |||
| How To Track AI Traffic in GA4 (Step-by-Step) | 25 mai 2026 | 00:08:45 | |
AI traffic is growing fast, but most businesses have no idea how much of it they're getting, where it's coming from, or how well it converts. This video shows you exactly how to track traffic from ChatGPT, Gemini, Perplexity, Claude, and Copilot inside Google Analytics 4, including the quick method you can use today, and the proper setup that makes AI referral traffic a permanent channel in your reports. Here's what's covered:
AI traffic is still a small percentage of overall visits for most sites, but the conversion rates tell a different story. Ahrefs reported 12.1% of signups from AI search despite it driving just 0.5% of traffic. That gap is worth paying attention to. Read the show notes: https://exposureninja.com/blog/how-to-track-ai-traffic-in-ga4/ Listen to these episodes next: The BEST SEO Strategies for 2026 https://exposureninja.com/podcast/368/ How To Dominate AI Search Results in 2026 https://exposureninja.com/podcast/372/ Copy The 3 Pillars of £50m+ SEO Campaigns | |||
| The Metrics That Actually Matter in 2026 | 18 mai 2026 | 00:20:38 | |
Sponsored by Semrush. Try Semrush One for 14-days (exclusive Exposure Ninja deal) 👉 https://exposureninja.com/semrushone Most marketers aren't short on data. They're short on clarity.In 2026, marketing teams are tracking more metrics than ever and still can't answer the most important question: what's actually driving leads, revenue, and growth? This episode shows you exactly which digital marketing metrics are worth your attention, which ones you can safely ignore, and the tools you need to track them properly. Here's what I cover:
The businesses winning right now aren't tracking more. They're tracking smarter. Request a review of your website and marketing 👉 https://exposureninja.com/review/ Read the show notes: https://exposureninja.com/blog/website-metrics/ Listen to these episodes next: The BEST SEO Strategies for 2026 https://exposureninja.com/podcast/368/ How To Dominate AI Search Results in 2026 https://exposureninja.com/podcast/372/ Copy The 3 Pillars of £50m+ SEO Campaigns | |||
| Rippling’s $16B Marketing Strategy (You Can Actually Copy) | 11 mai 2026 | 00:18:51 | |
Rippling has grown from over $16 billion, and their website traffic went from 20,000 monthly visitors in 2021 to over 1.5 million today. This didn't happen by accident. It happened because of a three-part digital marketing playbook that any business — software, services, or anything else — can copy. Here's what I cover in this breakdown of Rippling's marketing strategy:
The key lessons from Rippling's approach:
Read the show notes: https://exposureninja.com/podcast/rippling-marketing-strategy/ Listen to these episodes next: The BEST SEO Strategies for 2026 https://exposureninja.com/podcast/368/ How To Dominate AI Search Results in 2026 https://exposureninja.com/podcast/372/ Copy The 3 Pillars of £50m+ SEO Campaigns | |||
| Google's Revenue is EXPLODING. But Are Brands Winning Too? | 01 mai 2026 | 00:33:05 | |
Google just posted a monster quarter — search ad revenue up 19% year on year, cloud breaking $20 billion for the first time, and products built on Gemini growing over 800%. But behind the headline numbers lies a more nuanced story for brands and marketing leaders trying to figure out where to place their bets. The "doomish narrative" that ChatGPT, Perplexity, and AI Overviews are gutting Google Search simply isn't supported by the data. Google Search is still growing. Queries are at an all-time high. And AI Overviews are actively driving that growth, not cannibalising it. But that doesn't mean everything is rosy for the brands appearing in those results. In this episode, Charlie Marchant (CEO of Exposure Ninja) and Dale Davies (Head of Marketing at Exposure Ninja) break down: • Why Google's 19% ad revenue surge may actually be fuelled by brands panicking about organic traffic losses — and whether that panic is justified • How AI Overviews are reshaping click behaviour, with impressions staying stable but clickthrough rates shifting in ways that don't always hurt conversions • The rise of "personal intelligence" in search — where two users searching the same query could see entirely different results — and what that means for keyword rank trackers • Why Google's long-term vision looks far more like AI Mode than traditional blue links, and how quickly that transition could happen • The emerging "agentic commerce" trend where Google becomes a marketplace that completes transactions without users ever visiting your website • How AI chatbots like Claude are creating entirely new brand ranking systems — with only three recommendation slots instead of ten organic positions • What the earnings call doesn't tell you: the DOJ antitrust case, competitive pressure from ChatGPT and Claude, and whether Gemini is an underdog in its own right Charlie shares her framework for how marketing leaders should allocate budget in this shifting landscape — the 80/20 rule that prioritises what's already working while leaving room for strategic experimentation. As Charlie explains in the episode: "If people are still scared in 2026, it's because they haven't yet shifted their SEO strategy to understand how AI Overviews and other AI platforms are part of that search journey." Whether you're weighing up organic versus paid, trying to figure out how agentic search affects your eCommerce strategy, or simply trying to make sense of what Google's numbers actually mean for your business — this episode gives you a clear-eyed breakdown of where search is heading and what to do about it. Get the podcast show notes: https://exposureninja.com/podcast/dojo-74/ Listen on your favourite podcast player instead: Spotify: https://open.spotify.com/episode/1KIX7OCYzx9DCe7qUg4pBm?si=uxQkVJ20QR-7mnghSFAY6w Listen to these episodes next: ChatGPT Sends 21% of Its Traffic to Google. Here’s Why That Matters. https://exposureninja.com/podcast/dojo-73/ What Does AI Really Think of Your Brand? https://exposureninja.com/podcast/dojo-71/ Do Rankings Still Matter with AI Search? | |||
| ChatGPT Sends 21% of Its Traffic to Google. Here's Why That Matters. | 24 avr. 2026 | 00:28:34 | |
A new Semrush study — analysing over a billion lines of clickstream data across 17 months — has revealed something that changes how we should think about ChatGPT as a search channel: 21% of all ChatGPT referral clicks go straight to Google. That's not a quirk. It's a pattern — and it's growing. ChatGPT referral traffic to websites grew 206% year on year (January 2025 vs January 2026), even as ChatGPT's own traffic has plateaued near a billion monthly visits. The platform is no longer just a chatbot. It's becoming a doorway to the open internet — and Google is its biggest beneficiary. But here's what makes this data so important for marketing leaders: ChatGPT is absorbing more and more of the research phase. Users are making purchase decisions inside their AI conversations before they ever click through to a website. If your brand isn't showing up in those conversations, you're invisible at the most critical point in the buyer journey. In this episode, Dale Davies (Head of Marketing at Exposure Ninja) and Charlie Marchant (CEO of Exposure Ninja) break down the full Semrush report and explain what it means for your search strategy: 💡 Why 21% of ChatGPT's outbound clicks going to Google means your SEO foundation matters more than ever — not less 💡 The 206% year-on-year increase in ChatGPT referral traffic and why the "ChatGPT doesn't send traffic" objection is now dead 💡 How 30% of all ChatGPT referral traffic goes to just 10 domains — and what the remaining 70% means for your business 💡 Why only 35% of ChatGPT queries trigger a live web search (down from 46%) and what that means for how quickly your optimisation efforts show results 💡 The critical difference between ChatGPT prompts and Google keywords — and why your content strategy needs to account for both 💡 How to use your Google Analytics data to identify which AI platforms are actually driving referral traffic and conversions for your business 💡 Why businesses with clear positioning and well-defined customer personas will dominate in AI search — and why generic brands will struggle As Charlie explains: "ChatGPT is a new search channel. People are searching within ChatGPT. It's now part of the search journey to finally find the business or the product that they actually want. We need to optimise for all of the channels where we know that our customers are having touchpoints." The businesses building their AI search strategies now — not waiting for the dust to settle — are the ones that will hold the advantage as ChatGPT's referral traffic continues to grow. This episode gives you the data and the framework to act on it. Watch this on YouTube instead: https://www.youtube.com/watch?v=wP8V1BBhPcU Read Semrush's report: https://www.semrush.com/blog/chatgpt-search-insights/ Get the Show Notes: https://exposureninja.com/podcast/dojo-73/ Follow Charlie Marchant on LinkedIn for the latest in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/ Request a free marketing review: https://exposureninja.com/review Try Semrush for FREE: https://thankyouninjas.com Listen to these episodes next: If My SEO Traffic Dropped, Here's Exactly What I'd Do https://exposureninja.com/podcast/378/ What Does AI Really Think of Your Brand? https://exposureninja.com/podcast/dojo-71/ How To Write a Marketing RFP (That Actually Gets Results) https://exposureninja.com/podcast/377/ | |||
| Is AI Replacing Google for Beauty Shoppers? | 17 avr. 2026 | 00:31:00 | |
37% of beauty and cosmetics consumers are already using AI platforms — ChatGPT, Gemini, Perplexity, and others — to search for products. 27% of UK shoppers are already making purchases via AI agents. And 80% abandon traditional Google searches in this sector because they simply can't find the specific, personalised answers they need. The $450 billion beauty industry is being reshaped by AI search faster than most brands have realised — and the window to get ahead of it is closing. Charlie Marchant (CEO of Exposure Ninja) and Dale Davies (Head of Marketing at Exposure Ninja) dig into the findings from Exposure Ninja's new Beauty AI Search Report and what it means for any brand competing for visibility and purchases right now: 💄 Why 37% of beauty consumers are already searching in AI — and why that number is likely to keep rising rapidly 💄 How personalisation is driving AI adoption in this sector, from skin photo uploads in ChatGPT to quiz-based regimen builders, and what that means for how you structure your content💄 The budget question every beauty marketing leader is asking: do you invest in owned tools like regimen builders, or in getting your brand into AI recommendations — and how to decide 💄 Why AI Overviews now appear on 36% of beauty queries, what that means for organic traffic, and how appearing in them is a different challenge to ranking in ChatGPT or Gemini 💄 How the "lipstick effect" means beauty spending is proving recession-resilient — with UK shoppers spending £324 on average in 2025, up from £291 in 2024 — and why that makes AI search optimisation a priority even in uncertain economic conditions 💄 Why 29% of shoppers go into physical stores just to read product descriptions they couldn't find online, and the easy win most brands are missing 💄 The long-term future: agentic AI shoppers projected to account for 10–20% of US e-commerce purchases by 2030, and what that means for how beauty brands need to be structured today 💄 Charlie's practical recommendations for getting started: how to track AI traffic in Google Analytics, which product categories to prioritise, and why third-party PR is the biggest lever most brands aren't pulling "If you're not in the recommendations, you're not pushing any traffic through from those sites. You're not getting referral traffic from ChatGPT or Gemini, and you're not covering that part of the top of the funnel — of those 37%, that's for now." Whether you're an established beauty brand navigating the shift away from traditional search, or a challenger brand trying to punch above your weight in AI recommendations, this episode gives you a clear picture of where the category is heading and the actions to take before your competitors catch up. Download the full Beauty AI Search Report for the complete data and sector-specific recommendations: https://exposureninja.com/beauty-ai-search-report/ Follow Charlie Marchant on LinkedIn for the latest in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/ Request a free marketing review: https://exposureninja.com/review Try Semrush for FREE: Get the show notes: https://exposureninja.com/podcast/dojo-72/ Listen to these episodes next: I Bought a £7M Company to Test My Marketing Playbook https://exposureninja.com/podcast/365/ If My SEO Traffic Dropped, Here’s Exactly What I’d Do https://exposureninja.com/podcast/378/ How To Dominate AI Search Results in 2026 | |||
| If My SEO Traffic Dropped, Here's Exactly What I'd Do (It's Easy) | 13 avr. 2026 | 00:27:11 | |
SEO traffic dropped? You're not alone — and it's fixable. A $10 billion beauty brand came to us with clicks down 23.5% year-on-year and impressions falling. After a comprehensive SEO audit, they grew organic traffic by 27%, improved average rankings by 2.7 positions, and more than doubled their visibility in Google's AI Overviews. In this episode, I walk through the four-step process that made it happen. You'll discover:
If your organic search traffic has dropped and you're not sure where to start, this episode gives you a clear, prioritised framework for diagnosing the problem and turning it around. Read the podcast notes: https://exposureninja.com/podcast/378/ Listen to these episodes next: The BEST SEO Strategies for 2026 https://exposureninja.com/podcast/368/ How To Dominate AI Search Results in 2026 https://exposureninja.com/podcast/372/ Copy The 3 Pillars of £50m+ SEO Campaigns | |||
| What Does AI Really Think of Your Brand? (Live Audit) | 07 avr. 2026 | 00:29:32 | |
Your future customers aren't just Googling you, they’re asking ChatGPT, Gemini, and other AI platforms if they should trust you. In this podcast, Charlie and Luke go behind the scenes of ChatGPT and major AI platforms to show you exactly how LLMs describe your business. We demo our brand new tool, Mine My Brand, designed to help you audit and optimise you the way AI describes your business. Using a live deep-dive into Revolut, we reveal:
Stop guessing what AI thinks of you. Are you being cited as an industry authority, or are you invisible to the world’s most powerful AI models? It’s time to find out. 👉 Go to minemybrand.com to run your free audit and see what AI says about you. Get the show notes: https://exposureninja.com/podcast/dojo-71/ Request a free marketing review: https://exposureninja.com/review Try Semrush for FREE: Listen to these episodes next: I Bought a £7M Company to Test My Marketing Playbook https://exposureninja.com/podcast/365/ If My SEO Traffic Dropped, Here’s Exactly What I’d Do https://exposureninja.com/podcast/378/ How To Dominate AI Search Results in 2026 | |||
| How To Write an Marketing RFP (That Actually Gets Results) | 06 avr. 2026 | 00:23:58 | |
Most marketing RFPs are quietly sabotaging their own results — and the agencies pitching you are too polite to say so. After reviewing hundreds of RFPs over more than two decades, Exposure Ninja's Sales Director, Rich Gray, has identified the single biggest mistake companies make — and it's not what most marketing leaders expect. The problem isn't the budget. It's not the timeline. It's this: businesses ask for a specific solution before they've allowed an expert to diagnose the actual problem. In this episode, I walk you through a practical, eight-step framework for writing a marketing agency RFP that generates genuinely useful proposals — not a stack of polished decks that all conveniently hit the top end of your budget. You'll discover:
Whether you're putting together your first RFP or refining a process you've run for years, this episode gives you a practical, agency-side perspective on what actually makes a proposal land — and what quietly kills your chances of getting the strategic thinking you need. Get the show notes: https://exposureninja.com/podcast/377/ Listen to these episodes next: The Budgeting Mistake Costing You a 10X ROI https://exposureninja.com/podcast/376/ How To Create High-Converting Content https://exposureninja.com/podcast/374/ How To Dominate AI Search Results in 2026 | |||
| Is OpenAI Running Out of Cash!? | 03 avr. 2026 | 00:23:03 | |
OpenAI is projected to lose $14 billion this year. It's spending $1 million per day running Sora for just 500,000 users. And its first foray into advertising has already been called a flop by one of its biggest early adopters. So, is OpenAI actually running out of cash? And what does all of this mean for the future of AI advertising, ChatGPT's market dominance, and your marketing strategy? In this episode, Charlie Marchant (CEO of Exposure Ninja) is joined by Luke Nicholson (COO of Exposure Ninja, making his first-ever podcast appearance) to cut through the noise. They reveal:
As Luke explains in the episode: "OpenAI isn't running out of cash, but it's possibly running out of time in which to convince the rest of the world that all of the investment in it is worthwhile." If you want to understand which AI platforms your customers are actually using — and what OpenAI's financial pressures mean for the future of AI advertising — this episode gives you the clearest picture available right now. Follow Charlie Marchant on LinkedIn for the latest in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/ Request a free marketing review: https://exposureninja.com/review Try Semrush for FREE: Get the show notes: https://exposureninja.com/podcast/dojo-70/ Listen to these episodes next: Do Rankings Still Matter with AI Search? https://exposureninja.com/podcast/dojo-66/ How To Dominate AI Search Results in 2026 https://exposureninja.com/podcast/372/ The BEST AI Search Optimisation Strategies for 2026 | |||
| The Budgeting Mistake Costing You a 10X ROI | 30 mars 2026 | 00:28:35 | |
Most marketing budgets don't fail because they're too small. They fail because they're split across too many channels, with not enough behind any of them to actually work. After 12 years and thousands of campaigns, the pattern is consistent: the businesses winning aren't necessarily spending the most. They're just smarter about where they put it. In this episode, I walk through the five-step framework we use with clients to allocate their marketing budget for maximum ROI in 2026 — including the single biggest mistake we see businesses making, and exactly how to fix it. You'll discover: • Why spreading budget across 10–14 channels is quietly killing your results — and the 80/20 rule that fixes it • How to audit what's actually working (including which metrics to look at beyond revenue volume) • The right way to allocate your experimentation budget — with defined goals, fixed timelines, and clear decision points • How to protect your lead generation when budgets get cut unexpectedly • The five-minute framework for defending your budget allocation to any internal stakeholder I'll share real client examples, including a business generating $66,000 in revenue from AI search traffic with a tiny number of visitors — and why that changed their entire channel priority — and a client who overachieved on their lead target even after it was cut from 600 to 24. As I explain in the episode: "The brands that are winning aren't necessarily the ones that are spending the most. It's the ones that are smartest about where they allocate their budget." If you want to stop spreading your budget too thin and start getting the returns your spend deserves, this is your complete framework for 2026. 📋 Want us to audit your current channel performance and suggest where to focus? Request a free review of your website and marketing → https://exposureninja.com/review Listen to these episodes next 9 Reasons Why Your Traffic Is DOWN This Year https://exposureninja.com/podcast/361/ How To Create High-Converting Content https://exposureninja.com/podcast/374/ How To Dominate AI Search Results in 2026 | |||
| ChatGPT Giving up on In-Chat eCommerce? | 20 mars 2026 | 00:22:37 | |
ChatGPT has pulled back from in-chat instant checkout — and the decision says a lot about where AI-powered commerce is actually heading. Rather than closing sales inside the conversation, OpenAI is shifting focus to app-based retailer connections, effectively acknowledging that consumer trust isn't there yet. Meanwhile, Google is doubling down on agentic commerce with cart functionality, full product catalogues, loyalty point integration, and one-click account creation — all within AI Mode. The contrast couldn't be sharper. And for e-commerce marketers, understanding what's really happening here is critical. Charlie Marchant (CEO of Exposure Ninja) and Dale Davies (Head of Marketing at Exposure Ninja) break down everything they know:
If you run or market an eCommerce business, this episode cuts through the noise on where AI commerce is genuinely headed — and what you should be doing about it now, not when the dust settles. Follow Charlie Marchant on LinkedIn for the latest in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/ Request a free marketing review: https://exposureninja.com/review Try Semrush for FREE: Get the show notes: https://exposureninja.com/podcast/dojo-69/ Listen to these episodes next: The BEST SEO Strategies for 2026 https://exposureninja.com/podcast/368/ The BEST AI Search Optimisation Strategies for 2026 https://exposureninja.com/podcast/366/ If My SEO Traffic Dropped, Here’s Exactly What I’d Do | |||
| The 5-Step System We Use to Get Healthcare Clients 5x More Leads | 10 mars 2026 | 00:31:08 | |
Healthcare marketing is one of the most restrictive, competitive, and trust-sensitive industries on the planet — and it's getting harder. The UK digital health market is growing 12% year on year, which means more competitors, more ad spend, and more budget chasing the same patients and healthcare professionals. But here's the thing: we've been working with healthcare clients at Exposure Ninja for years, and it's actually one of the industries where we've seen some of our best results — from individual clinics all the way to multi-billion dollar global healthcare brands. The reason? A five-part system we call VITAL. In this episode, I break down all five steps and show you exactly what happened when we applied them: • V is for Visibility — 56% of people search Google first for healthcare information. Get your SEO foundation right, and the leads follow. We took one client from 60 to 300 leads per month, spending just 4% of their marketing budget. • I is for Intent Targeting — The secret isn't bidding on the obvious terms. It's targeting the informational searches your competitors are ignoring. We shifted one audiology clinic's strategy and dropped their cost per lead from £60 to £21 — a model so scalable they grew from one clinic to six. • T is for Trust-Building Content — 75% of people engage with medical content weekly, but only 40% trust what they see. Expert-authored, well-referenced content with real case studies is what separates you from generic AI answers. • A is for AI Search Visibility — 1 in 6 adults now use ChatGPT to discuss their health. But Google AI Overviews, ChatGPT, and Perplexity all pull from different sources — so your visibility varies wildly across them. Each platform needs its own strategy. • L is for Lifecycle Nurturing — Healthcare email has a 7.31% click-to-open rate, but generic blasts waste it. We segmented one client's list into ten audience streams, built tailored sequences for each, and grew their email revenue by 127%. Whether you're in healthcare or any other competitive service industry, the VITAL framework gives you a proven, repeatable system for generating more leads — at a lower cost — while building the kind of trust that turns visitors into patients and patients into advocates. If you want help building this for your business, request a free digital marketing review from our team: https://exposureninja.com/review Get the show notes: https://exposureninja.com/podcast/375/ Listen to these episodes next: The BEST SEO Strategies for 2026 https://exposureninja.com/podcast/368/ How To Dominate AI Search Results in 2026 https://exposureninja.com/podcast/372/ How To Create High-Converting Content | |||
| I Studied 1,000 Pages. These Five Things Kill 99% of Conversions | 23 févr. 2026 | 00:35:40 | |
Your best-ranking pages might be your biggest missed opportunity. We studied content across dozens of campaigns — from global brands like Stanley to fast-growing eCommerce stores — and found the same pattern everywhere: high-ranking pages generating almost no revenue. Not because the SEO was wrong, but because the content wasn't built to convert. After fixing this for clients, including a mortgage business (11,000 leads in 12 months) and cosmetics brand The Ordinary (451% revenue increase from content alone), we identified five things that separate content that converts from content that just ranks. In this podcast episode, I reveal:
I'll take you over real examples — including some of the world's biggest brands getting this embarrassingly wrong — and walk you through exactly what high-converting content looks like in practice. And because ranking on Google is only half the battle now, I'll also cover how to get your content visible across ChatGPT, Perplexity, and Google's AI Overviews — before your competitors figure this out. As I explain in this episode: "If your content isn't doing these five things, you might just be generating traffic and rankings for the sake of it — and not actually impacting your bottom line." Listen To These Episodes Next How SEO Works in 2026 (and How You Can Win) https://exposureninja.com/podcast/373/ How To Dominate AI Search Results in 2026 https://exposureninja.com/podcast/372/ The BEST SEO Strategies for 2026 https://exposureninja.com/podcast/368/ Request a Free Review of Your Website | |||
| Will Google’s New AI Hover Links Actually Increase CTR? | 20 févr. 2026 | 00:20:41 | |
Clicks from Google's AI Overviews have been dropping for publishers and businesses since the broader rollout began. Impressions are up, but traffic? Not so much. Google's latest announcement may be the first genuine signal that this is about to change. Google has rolled out hover popup cards for AI Overviews and AI Mode — citation previews that show a thumbnail image, article headline, and a description of the linked content, directly on the search results page. It's live on desktop in the UK already, and it's moving fast. Charlie Marchant (CEO of Exposure Ninja) and Dale Davies (Head of Marketing at Exposure Ninja) break down what this update actually means for your search strategy:
"If you've been ignoring AI Overviews, stop it and start thinking about them. Start thinking about the ones that are relevant. This is essentially the new position zero." Whether this update is genuine progress for publishers or Google managing negative press, the practical outcome is the same. Brands with strong content, cited in the right places, are the ones that will own brand recognition — and the clicks that follow. Follow Charlie Marchant on LinkedIn for the latest in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/ Request a free marketing review: https://exposureninja.com/review Try Semrush for FREE: Get the show notes: https://exposureninja.com/podcast/dojo-68/ Listen to these episodes next: Why “AI Search is Just SEO” is a Dangerous Lie https://exposureninja.com/podcast/364/ If My SEO Traffic Dropped, Here’s Exactly What I’d Do https://exposureninja.com/podcast/378/ How To Create High-Converting Content | |||
| Microsoft Adds AI Search Reporting to Bing. Is ChatGPT Next? | 13 févr. 2026 | 00:21:31 | |
Something has just changed in how AI search performance can be tracked — and it's coming from a source most marketers haven't been paying attention to. Microsoft has added AI performance reporting to Bing Webmaster Tools, giving marketers the first native dashboard for measuring how their content actually performs inside AI-generated answers. It's not Google. It's not ChatGPT. But it may be the move that finally forces both of them to act. In this episode, Dale Davies and Charlie Marchant break down exactly what this means for your AI search strategy:
As Charlie explains in the episode: "The potential, especially with grounding queries, to understand what queries are commonly searched in AI chatbots like Microsoft Copilot about your business — that is really first of its kind." If you have been waiting for real data on how your brand is performing in AI search, this episode marks the beginning of a new era. Here is what to do with it. Follow Charlie Marchant on LinkedIn for the latest in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/ Request a free marketing review: https://exposureninja.com/review Try Semrush for FREE: Get the show notes: https://exposureninja.com/podcast/dojo-67/ Listen to these episodes next: Do Rankings Still Matter with AI Search? https://exposureninja.com/podcast/dojo-66/ Google’s “Personal Intelligence” Just Changed Marketing Forever https://exposureninja.com/podcast/dojo-63/ How To Dominate AI Search Results in 2026 | |||
| Do Rankings Still Matter with AI Search? | 06 févr. 2026 | 00:26:46 | |
Search is changing fast — but the question on every marketing leader's mind isn't just how AI is evolving. It's whether the fundamentals they've built their organic strategy around still hold.Do Google rankings still matter now that ChatGPT, Gemini, and AI Mode are reshaping how people search? The short answer is yes — but the full picture is more nuanced, and understanding it could change how you invest in SEO, set your KPIs, and report to your board.Dale Davies (Head of Marketing at Exposure Ninja) and Charlie Marchant (CEO of Exposure Ninja) break down everything they know:⭐ Why Google is still around 210 times bigger than ChatGPT — and what this means for where your organic budget should sit right now⭐ The Ahrefs data showing a clear correlation between page one rankings and your likelihood of appearing in AI Overviews — with position one carrying roughly a 50% chance of citation⭐ Why a study of 20,000 websites found a 53% drop in click-through rates driven by AI Overviews — and why rankings are still worth pursuing despite it⭐ How ChatGPT and other LLMs actually pull from Google's results, and the 62% overlap between Google page one and ChatGPT answers (ChatOptic)⭐ How AI Mode and conversational search are compressing the buyer journey — moving users from awareness to brand comparison without ever visiting your site⭐ The metrics shift every marketing leader needs to make: from traffic volume to answer visibility and conversion quality⭐ Why attribution is getting murkier, what "dark traffic" means for your reporting, and how self-reported data can bridge the gap⭐ How agentic AI search will behave differently from human search — and why positional ranking will matter far less to AI agents than authority and context"SEO's future is owning answers, not chasing clicks. We're going to see a huge shift in the metrics we expect from SEO — far less focus on traffic quantity and much more interest in the quality of that traffic."If you're trying to justify your organic strategy to stakeholders, reset your KPIs for the AI era, or simply get clarity on where rankings fit in a world of AI Overviews and ChatGPT — this episode gives you the honest, practical breakdown you need.Follow Charlie Marchant on LinkedIn for the latest in AI Search Optimisation:https://www.linkedin.com/in/charliemarchant/Request a free marketing review: https://exposureninja.com/reviewTry Semrush for FREE: https://thankyouninjas.comGet the show notes:https://exposureninja.com/podcast/dojo-66/Listen to these episodes next:How to Rank in Perplexity AIhttps://exposureninja.com/podcast/349/How AI Is Changing SEO Foreverhttps://exposureninja.com/podcast/348/Traditional SEO in the Age of AI Searchhttps://exposureninja.com/podcast/346/ | |||
| ChatGPT Ads Are Here: What Happens Next? | 30 janv. 2026 | 00:26:38 | |
The way people search is changing fast — and ChatGPT has just made its biggest commercial move yet. After years of speculation, OpenAI has confirmed it's launching ads inside ChatGPT. The initial rollout is US-only, targeting free and "Go" tier accounts, but the implications for every marketing leader are significant. The format is unlike anything we've seen before. The pricing is premium. And the reporting? That's where things get complicated. In this episode, Charlie Marchant (CEO of Exposure Ninja) and Dale Davies (Head of Marketing at Exposure Ninja) break down everything they know:
As Charlie explains in the episode: "Being seen in a place where your competitors aren't yet showing up is huge." But the bigger opportunity — available to every business right now, no invite required — is making sure you're already showing up organically in AI search results. If you're a marketing leader trying to make sense of a rapidly shifting search landscape, this episode gives you a clear picture of where ChatGPT ads fit in your strategy, and what to prioritise first. Follow Charlie Marchant on LinkedIn for the latest in AI Search Optimisation:https://www.linkedin.com/in/charliemarchant/ Request a free marketing review:https://exposureninja.com/review Try Semrush for FREE:https://thankyouninjas.com Get the show notes: https://exposureninja.com/podcast/dojo-65/ Listen to these episodes next: If My SEO Traffic Dropped, Here’s Exactly What I’d Do (It’s Easy) https://exposureninja.com/podcast/378/ How To Dominate AI Search Results in 2026 (Complete Strategy) https://exposureninja.com/podcast/372/ Copy This 11,000+ Lead Full Funnel Marketing Strategy | |||
| Google's "Personal Intelligence" Just Changed Marketing Forever | 16 janv. 2026 | 00:35:14 | |
Google just dropped three updates in a single week — and together, they don't just change search. They change the entire customer journey. In this episode, Exposure Ninja's CEO, Charlie Marchant, breaks down what's actually happened, what it means for businesses that rely on search to generate leads and revenue, and why marketing leaders need to be paying attention right now. The biggest of the three? Google's new Personal Intelligence feature inside Gemini. For the first time, Google is connecting decades of behavioural data — your Gmail, Google Photos, YouTube history, Maps activity — into a single personalised AI that can answer questions based on your actual life. It already knows what car you drive, what brands you've bought from, and where you've been on holiday. Now it's going to use all of that to decide whose products to recommend. In this episode, Charlie and Dale cover:
As Charlie explains in the episode: "All that actually matters at the end of the day is that AI search is going to become a new normal, no matter which platform is the winner. What you actually want to be doing is focusing on where the revenue's coming from for your business and how you're going to be showing up in an AI search world." If you're responsible for marketing strategy at a business that depends on search — organic or paid — this episode is your briefing. Request a Free Marketing Review: Read the podcast notes: https://exposureninja.com/podcast/dojo-63/ Listen to these episodes next: If My SEO Traffic Dropped, Here’s Exactly What I’d Do (It’s Easy) https://exposureninja.com/podcast/378/ How To Write a Marketing RFP (That Actually Gets Results) https://exposureninja.com/podcast/377/ The Budgeting Mistake Costing You a 10X ROI | |||