Google I/O 2025 just changed the search landscape forever — and marketing leaders who adapt quickly will capture customers while their competitors remain fixated on yesterday's SEO tactics.

While AI Mode is currently optional for US users, the early adoption advantages are already evident: our client Zugu Case became the top-recommended iPad case within 48 hours of launch, demonstrating how prepared businesses can immediately dominate this new search interface.

This isn't another algorithm update — it's search becoming a personalised shopping assistant that knows your customers better than traditional search ever could.

In this episode of The Dojo, Dale Davies (Head of Marketing) and Charlie Marchant (CEO) reveal:

• How AI Mode fundamentally changes customer purchase journeys — compressing weeks of research into single, comprehensive responses that guide users from question to purchase decision

• Why traditional SEO foundations still matter — but how Google's AI applies these signals differently, prioritising authoritative sources and semantic relevance over keyword matching

• The three-tier authority system that determines AI Mode recommendations: your owned content, third-party validation, and user-generated signals across platforms

• Real-world implementation strategies — including how we secured immediate visibility for clients by focusing on structured content and strategic third-party mentions

• Why brand positioning trumps broad appeal — AI Mode favours businesses that clearly serve specific customer segments rather than trying to be everything to everyone

We share important insights from Google I/O, including how the upcoming paid advertising integration will create new opportunities this summer, and why businesses optimising for AI Mode now will establish advantages that become increasingly difficult to overcome.

As Charlie explains in the episode:

"Brand and trust are huge for AI. It really cares about the brand, and in this case, it cares about the relevance of that brand to the person. This means it's really important to understand who your customers really are and write content, create a strategy that really delivers marketing towards that group."

If your marketing strategy still focuses primarily on driving website traffic rather than becoming the authoritative source that AI systems quote, this episode provides your complete roadmap for dominating the future of search.

Get the show notes:

https://exposureninja.com/podcast/dojo-51/

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Everything Marketers Should Know About ChatGPT’s Shopping Update

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Discover how we generated 11,000+ mortgage leads in just 12 months starting from scratch — with a full-funnel marketing strategy that's applicable across any industry.

While most agencies jump straight to tactics, our systematic approach began with fundamental audience research and strategic positioning, enabling DSLD Mortgage to transform from complete dependence on their parent company to self-sufficient lead generation.

For marketing leaders at established businesses looking to dramatically scale lead generation, this case study reveals:

• Why starting with customer research and positioning is non-negotiable — and how our "Branding and Positioning Accelerator" process identifies your most valuable audience segments and their unique buying journeys

• How we reduced cost-per-lead from £100 to £30 through audience segmentation — creating separate ad campaigns, landing pages and email sequences for different customer types

• The exact website structure that achieved a 3%+ conversion rate and won "Standout B2C Website of the Year" at the UK Digital Excellence Awards

• Our counterintuitive approach to "low-quality leads" that transformed supposedly worthless prospects into a continuous revenue stream

I'll share how we built a comprehensive SEO campaign that now generates £200,000 worth of PPC-equivalent traffic monthly, primarily from non-branded keywords representing completely new customers.

As I explain in the episode:

"Instead of treating their entire audience as one homogeneous group, we created separate campaigns for each audience segment. This allowed us to create ads with messaging tailored to each segment's specific needs, direct traffic to landing pages designed for each audience type, and implement segment-specific email follow-up sequences."

If you're ready to build a lead generation system that delivers predictable results without relying on guesswork or vanity metrics, this episode provides your blueprint for success — whether you're in mortgages, renewable energy, or any other competitive market.

Get the show notes:

https://exposureninja.com/podcast/355/

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ChatGPT now processes over 1 billion web searches weekly, and increasingly, it's becoming your customers' personal shopping assistant, creating unprecedented opportunities for forward-thinking marketers

While still emerging in fashion and beauty categories, ChatGPT Shopping is fundamentally different from traditional advertising, offering a product-first experience that could revolutionise how your customers discover and purchase.

For businesses targeting decision-makers with spending power, understanding ChatGPT Shopping mechanics isn't just smart — it's becoming essential.

In this episode, I explain:

• The hidden mechanics behind how ChatGPT selects which products to recommend (including why it's product-first, then retailer — unlike Google Shopping ads)

• Why ChatGPT goes beyond product feeds to research across the entire web, including Reddit discussions and authority publications

• Real strategies that got our client, Zugu Case, to the #1 position for several key searches

• The exact steps to optimise your product pages for AI consumption (including schema markup techniques that increase visibility)

• Why ChatGPT currently shows no paid placements and how this creates a golden opportunity before advertising arrives

I also share insights from our sentiment analysis work using tools like Profound, showing how brands like Vanguard can improve their AI recommendations by adjusting their positioning strategy.

As I explain in the podcast:

"ChatGPT is encouraging a bit of a price war. It's not necessarily the case that you have to be the cheapest, but understanding your value proposition and making sure these AI tools can communicate it clearly is crucial."

If you're ready to position your business for this new era while competitors focus solely on traditional channels, this episode provides your complete action plan for succeeding in the AI shopping revolution.

Get the show notes:

https://exposureninja.com/podcast/354/

Listen to these episodes next:

How To Rank in ChatGPT (with Client Examples)

⁠https://exposureninja.com/podcast/348/

How ChatGPT Search Works

https://exposureninja.com/podcast/339/

Are AI Overviews Going to Impact Your Commercial Traffic?

https://exposureninja.com/podcast/dojo-48/

The search landscape is evolving dramatically, with Apple potentially dropping Google as Safari's default search engine — which could redirect billions of daily searches to alternative platforms.

During testimony in Google's antitrust case, Apple's Senior Vice President Eddie Cue revealed that Safari searches are declining for the first time in 20 years, suggesting Apple might end its long-standing partnership with Google.

While sceptics point to the $20 billion annual deal that Google pays Apple, the underlying shift in search behaviour is undeniable:

• AI Overviews now reach 1.5 billion monthly users

• AI search traffic for some businesses has grown from 5% to 25% within six months

• 13% of all monitored queries triggered AI overviews in March (doubled from January)

In this episode, Exposure Ninja's Charlie Marchant (CEO) and Dale Davies (Head of Marketing) cover:

• The real motivations behind Apple's potential move away from Google (including strategic acquisition possibilities)

• Why traffic patterns are already shifting toward "zero-click" searches and how businesses like NerdWallet are adapting

• How the rise of Perplexity, ChatGPT, and other AI search tools is changing visibility dynamics

• A three-part framework for optimising your brand's presence across all AI search platforms

• Tools like Profound and Semrush's AI Search for measuring your current AI search visibility

Charlie and Dale share real-world examples, including how qualified traffic from AI search is already converting for businesses in competitive sectors like mortgage lending.

If you're concerned about maintaining visibility in this rapidly evolving search landscape, this episode provides a clear roadmap for measuring, tracking, and optimising for AI search while these platforms are still in their growth phase.

Get the show notes:

https://exposureninja.com/podcast/dojo-50/

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https://exposureninja.com/podcast/dojo-49/

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https://exposureninja.com/podcast/dojo-48/

How To Rank in ChatGPT (with Client Examples)

https://exposureninja.com/podcast/348/

ChatGPT's new shopping update has arrived, and it's transforming how consumers discover and compare products online — creating unprecedented opportunities for forward-thinking marketers.

With the feature available across both free and paid versions, ChatGPT has introduced a visual product carousel that directly challenges Google Shopping and Amazon — but without paid placements (for now).

For businesses targeting consumers in the product research phase, mastering this new channel isn't just smart — it's becoming essential.

In this episode of The Dojo, Charlie and Dale reveal:

• The mechanics behind how ChatGPT selects which products to recommend (including how it processes conversational queries and aggregates information from multiple sources)
• Strategies to make your products appear in ChatGPT's shopping results — including why structured data and comprehensive product information dramatically increases your visibility
• Why ChatGPT "remembers your preferences" and how this creates both challenges and opportunities for brands trying to enter a customer's consideration set
• The exact content formats that ChatGPT favours when recommending products (based on our early testing)

Charlie and Dale also share insights on what this means for the future of eCommerce marketing, including how this compresses the traditional product research journey and potentially reduces traffic to middle-funnel content sites.

As Dale explains in the podcast:

"If you don't crack it and nail it and get perfect marketing and a product that somebody selects at the very beginning, they may never come back into the market to search and compare between different products... You've gotta have an organic strategy and a paid strategy for ChatGPT."

If you're ready to position your brand for success in this new AI-driven shopping landscape while your competitors remain fixated solely on traditional channels, this episode provides your complete action plan.

Get the show notes:

https://exposureninja.com/podcast/dojo-49/

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https://exposureninja.com/podcast/dojo-48/

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https://exposureninja.com/podcast/extra-043/

How To Rank in ChatGPT (with Client Examples)

https://exposureninja.com/podcast/348/

The digital marketing strategy behind Rocket Mortgage's $5.1 billion success reveals surprising strengths and weaknesses, creating unprecedented opportunities for forward-thinking marketers.

While their revenue grew 34% last year, their approach contains a critical flaw that's costing them millions in potential growth despite spending $824 million annually on marketing.

For businesses targeting high-value customers in competitive industries, understanding these strategic insights isn't just smart — it's becoming essential.

In this episode, I reveal:• The hidden mechanics behind how Rocket achieves crystal-clear value propositions that convert (including how they structure CTAs with specific benefits rather than generic language)• Strategies to build a content marketing engine like Rocket's "Learn" section — which drives 1.4 million monthly organic visits and establishes crucial authority in a regulated industry• Why Rocket's failure to rank for commercial keywords is forcing them to spend millions on paid search — and how to avoid this expensive mistake in your own strategy• The exact content formats that high-converting mortgage sites should feature (based on competitor analysis of top-ranking finance sites)

I'll share real-world success stories, including how we've helped mortgage clients implement similar strategies for exponential growth by balancing informational and commercial keyword targeting.

As I explain in the pod:

"Rocket should be dominating for commercial search terms like 'mortgage lenders' and 'mortgage calculator,' but they're leaving tens of millions in potential revenue on the table. Instead of ranking organically, they're paying millions monthly in PPC and affiliate commissions to get in front of the same customers they could reach for free."

If you're ready to implement these strategies while avoiding Rocket's costly SEO mistakes, this episode provides your complete action plan for sustainable, efficient growth in competitive markets.

Get the show notes:

https://exposureninja.com/podcast/353/

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Google's AI Overviews are reshaping search results pages, while ChatGPT's monthly users have nearly quadrupled to 41 million in just six months — creating both challenges and opportunities for forward-thinking marketers.

While these changes are dramatic, there's a crucial distinction emerging: commercial search traffic remains remarkably stable. Google's own executives report "no cannibalization of commercial queries" from AI platforms.

For businesses targeting audiences with purchase intent, understanding this evolving landscape isn't just helpful — it's becoming essential for maintaining your competitive edge.

In this episode, I reveal:

• The real impact of AI Overviews on click-through rates (appearing in approximately 96% of informational searches) and why they primarily affect top-of-funnel content
• Why being featured in AI Overviews builds powerful brand recognition even without direct clicks — and strategies to ensure your brand gets mentioned
• How to adapt your reporting frameworks to emphasise conversion metrics over raw traffic numbers when communicating with stakeholders
• The updated Google Quality Rater Guidelines that explicitly target AI-generated content without substantial human expertise or curation

In this episode, Dale and Charlie share real-world success stories, including how one furniture retailer shifted focus from high-traffic mattress size content to their actual high-margin bed frame products with dramatic results.

As they explain in the pod:

"The most important point is the rate at which ChatGPT is growing. It's continuing to increase, whereas Google's almost flatlining in terms of the number of visits."

If you're ready to adapt your strategy while your competitors remain fixated on vanishing top-of-funnel traffic, this episode provides your complete action plan for thriving in the age of AI search.

Get the show notes: https://exposureninja.com/podcast/dojo-48/

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This is a BONUS EPISODE of the Digital Marketing Podcast by Exposure Ninja

---------------

The marketing landscape is becoming increasingly automated and impersonal — yet consumers are longing for authentic connections before making major purchasing decisions.

This disconnect creates an unprecedented opportunity for forward-thinking marketers willing to take a radical approach: putting humans back at the center of their strategy.

Over $1 trillion was spent on advertising last year, but studies show people only remember about 3% of the ads they see. That means roughly $950 billion was wasted on forgettable marketing that failed to create meaningful connections.

In this episode, Exposure Ninja's CEO, Charlie Marchant, is joined by Phil Tregus-Evans, CEO of Giraffe Social Media and author of the new book "Human First Marketing," who reveals:

• Why treating B2B customers as data points rather than humans is destroying trust and wasting marketing budgets (and the simple shift that instantly changes how prospects respond)

• The shocking problems with the traditional marketing funnel that dates back to 1898 (and the innovative "Pinball Method" that accurately reflects how modern buyers actually make decisions)

• A practical framework called EMPATH that replaces outdated customer avatars with nuanced human understanding that captures what demographics consistently miss

• How to strategically balance AI implementation with authentic human connection (avoiding the "lazy AI" trap that makes your content instantly forgettable)

In this episode, you'll discover why putting real team members at the forefront of your marketing substantially increases conversion rates and how leading brands are rebuilding trust in an increasingly sceptical marketplace.

As Phil explains: "I think with the advance of data and all of the different ways we now do marketing, we've kind of lost touch a little bit with the fact that when you boil it down, marketing is just one group of humans trying to demonstrate the value they can provide to another group of humans."

If your competitors are fixated on automation while neglecting the human element, this episode provides your roadmap to meaningful differentiation that drives sustainable growth through authentic connection.

Welcome to The Dojo, a search marketing news podcast for goal-driven marketing leaders, hosted by Exposure Ninja, featuring Charlie Marchant (CEO) and Dale Davies (Head of Marketing).

"Sorry, you can’t sprinkle some experiences on your web pages."

Google just dropped a bombshell statement claiming "you can't add E-E-A-T to your website" — but this widely misinterpreted comment hides a crucial truth that forward-thinking marketers need to understand.

While Google's John Mueller dismissed the idea of "sprinkling experience on your web pages," what he was actually pushing back against, in our opinion, was artificial attempts to fake expertise through AI-generated authors and fabricated credentials.

For businesses committed to authentic marketing, this distinction matters enormously — because genuine E-E-A-T signals remain one of the most powerful drivers of both search visibility and conversion rates.

In this episode, we unpack:

• The full context of Mueller's comments — and why they've been dangerously misinterpreted by some in the industry

• Why E-E-A-T matters for all businesses — not just those in YMYL (Your Money, Your Life) categories

• Actionable frameworks for authentically showcasing your expertise, experience, authority, and trustworthiness that satisfy both Google and potential customers

• How E-E-A-T extends beyond SEO into every stage of your marketing funnel — from ads to emails to conversion optimization

• The evolving relationship between links, mentions, and E-E-A-T signals — and why quality third-party validation remains crucial

Charlie and Dale share practical implementation strategies based on work with real clients across multiple sectors, demonstrating how authentic expertise signals drive measurable business outcomes.

As Charlie explains in the episode:

"For businesses targeting decision-makers, seeing experience and expertise is crucial. Going beyond just content ranking and thinking about purchasing decisions — businesses absolutely want to purchase from other businesses that show credentials and experience. You trust them more than businesses where you're not seeing that."

If you're ready to move beyond simplistic interpretations and implement a sophisticated E-E-A-T strategy that drives both rankings and revenue, this episode provides your complete action plan.

Get the show notes: https://exposureninja.com/podcast/dojo-47/

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Is your website failing to convert visitors into customers?

The problem might be deeper than you think — and it could be costing your business significant revenue every day.

For most businesses, your website is your single most important marketing asset. Yet many marketing leaders struggle to pinpoint exactly why their sites underperform or how to effectively advocate for redesign investment with stakeholders.

In this episode, I reveal the five critical warning signs that your website urgently needs a redesign:

• The embarrassment test — why the reluctance to share your website is the most telling indicator

• The conversion-killing mistake that 72% of B2B websites make with their calls to action

• Why tracking limitations alone can justify a complete website overhaul

• The hidden danger of proprietary platforms that could leave your digital presence stranded

• Why award-winning "pretty" websites often deliver abysmal business results

I'll share real-world case studies including how one client achieved a 5.4x conversion rate increase after addressing these fundamental issues, and how another generated so many leads they had to start referring business to competitors — all during a period of flat industry demand.

As I explain in the podcast:

"Continuing to drive traffic to a website you're not proud of is like pouring water into a leaky bucket. Before investing heavily in traffic generation, fix the fundamentals."

If you suspect your website might be underperforming but aren't sure exactly why — or need compelling evidence to convince your leadership team that redesign investment is justified — this episode provides the framework and data points you need.

Get the show notes:

https://exposureninja.com/podcast/352/

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