The Digital Marketing Podcast by Exposure Ninja

Tim Cameron-Kitchen
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  • MARKETING
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Learn powerful and profitable high-ROI marketing tips from Tim Cameron-Kitchen, founder of the relentlessly high-impact digital marketing agency, Exposure Ninja. Visit https://exposureninja.com/podcast for show notes and links.

  1. Why Your Marketing ROI is Low (and How To Fix It)

    1 DAG SIDEN

    Why Your Marketing ROI is Low (and How To Fix It)

    Your marketing ROI is declining, and the traditional playbook isn't fixing it. This creates an unprecedented opportunity for businesses ready to evolve their approach. After analysing hundreds of marketing strategies for businesses generating £5-50m turnover, we've identified the five critical disconnects causing ROI to flatline: misaligned metrics, broken targeting, outdated channel mix, risk aversion, and ignoring AI search. The businesses fixing these issues aren't those with the biggest budgets — they're those making strategic adjustments that compound into transformative results. In this episode, Charlie and Dale reveal: The hidden disconnect between marketing metrics and revenue (including why tracking share of voice whilst the board wants ARR creates dangerous blind spots)How Finisterre's attempt to "go broader" nearly killed their growth — and why narrowing your focus expands your potentialWhy spreading budget across every channel is like "betting £1 on every horse" and guarantees you'll lose moneyThe 80/20 framework for balancing proven revenue generators with essential experimentation• How AI search is condensing the customer journey (users now make 3-5 ChatGPT queries before a single Google search) Charlie and Dale also share real-world examples, including how Vita Coco dominated its niche before expanding, and why power users are actually searching Google MORE (13 times daily) while organic traffic declines. As Charlie explains in the pod: "If your bottom line goal is generating a certain number of leads or making a certain amount of revenue, then understanding which marketing channels are actually driving those leads or driving that revenue — and which percentage of your marketing budget is experimental — that's where most businesses fall down." If you're ready to fix the disconnects undermining your marketing performance whilst your competitors cling to yesterday's playbook, this episode provides your complete roadmap for reversing ROI decline. Get the show notes: https://exposureninja.com/podcast/dojo-62/ Listen to these Dojo episodes next: What is AI Search? And Why Is It So Important? https://exposureninja.com/podcast/dojo-56/ Google’s AI Mode Goes GLOBAL + NEW Agentic Features! https://exposureninja.com/podcast/dojo-61/ Only 2% of SEOs Are Optimising for AI Search (and Why That’s a BIG Mistake) https://exposureninja.com/podcast/dojo-60/

    37 min.
  2. Why "AI Search is Just SEO" is a Dangerous Lie

    3 DAGE SIDEN

    Why "AI Search is Just SEO" is a Dangerous Lie

    A dangerous misconception is spreading through marketing circles that's holding businesses back while competitors master an entirely new game — and believing it could cost them their competitive edge. With 800 million people now using ChatGPT to find information and make purchasing decisions, and 55% of searches resulting in AI answers, the message for marketers should be clear. Yet a pervasive myth persists: "AI Optimisation is just SEO. Nothing has changed." This couldn't be further from the truth — and the evidence is indisputable. For businesses targeting decision-makers who increasingly rely on AI tools for research and purchasing decisions, understanding these critical differences isn't just smart, it's becoming essential for survival. In this episode, I reveal: The three pieces of indisputable proof that AI Search Optimisation operates by completely different rules than traditional SEO (including why 40% of sites in AI Overviews don't even rank on Google's first page) Why top-ranking websites frequently get ignored by AI tools, whilst lesser-ranked sites leapfrog into AI recommendations — creating unexpected opportunities for smart marketers The hidden mechanics behind how AI tools decide what to recommend, including when they skip web searches entirely and why they prefer third-party sources over brand websites Exactly why traditional SEO strategies fail when AI tools draw recommendations from Reddit, TripAdvisor, Forbes, and authority publications instead of your carefully optimised website The specific types of digital PR and earned media strategies that influence AI recommendations across ChatGPT, Perplexity, and Claude I'll share real-world examples from almost three years of helping clients increase their AI visibility, including specific case studies of brands that have successfully navigated this new landscape, whilst their competitors remain stuck in traditional SEO thinking. As I explain in the episode: "Saying GEO is just SEO, nothing has changed, is like an archer on the battlefields of World War I looking at the first tank coming towards them and saying, 'Well, tank warfare is just like medieval warfare.' Good luck with that." If you're ready to move beyond the dangerous misconception that's holding back your competition and implement strategies that actually work in the age of AI Search, this episode provides your complete roadmap for dominating this critical new landscape. Get the show notes: https://exposureninja.com/podcast/364/ Listen to these episodes next: What is AI Search Optimisation (and How To Do It) https://exposureninja.com/podcast/358/ How To Create and Optimise Your Content for AI Search https://exposureninja.com/podcast/363/ 9 Reasons Why Your Traffic Is DOWN This Year https://exposureninja.com/podcast/361/

    15 min.
  3. Google's AI Mode Goes GLOBAL + NEW Agentic Features!

    27. AUG.

    Google's AI Mode Goes GLOBAL + NEW Agentic Features!

    The search landscape is experiencing its most significant transformation in decades, and Google's AI Mode global rollout is creating unprecedented opportunities for forward-thinking marketing leaders — while competitors remain fixated on traditional search strategies. While AI Mode currently captures just 1-2% of total search traffic, this low adoption rate masks a critical strategic opportunity: early positioning before mainstream adoption accelerates. In this episode, Dale and Charlie reveal: Revolutionary agentic features that go beyond search — including how AI Mode can now make restaurant reservations and purchase tickets on behalf of users Why current 1-2% adoption rates create opportunity rather than concern (and how this compares to other Google search verticals) The exact overlap between traditional SEO and AI Mode optimisation (plus the crucial differences that could leave your competitors behind) Strategic timing insights — including why Google's accelerated rollout timeline signals urgent need for preparation As Charlie explains in the episode: "Now is very much the time to start experimenting with it..." If you're ready to establish AI Mode dominance while competitors remain focused solely on traditional search metrics, this episode provides your complete strategic framework for capitalising on Google's most significant interface change in decades. Get the show notes: https://exposureninja.com/podcast/dojo-61/ Listen to these episodes next: What is AI Search? And Why Is It So Important? https://exposureninja.com/podcast/dojo-56/ Everything Marketers Need to Know About AI Max for Search https://exposureninja.com/podcast/dojo-53/ “ChatGPT Agent” Is Changing How People Buy AGAIN https://exposureninja.com/podcast/dojo-58/

    24 min.
  4. Only 2% of SEOs Are Optimising for AI Search (and Why That's a BIG Mistake)

    20. AUG.

    Only 2% of SEOs Are Optimising for AI Search (and Why That's a BIG Mistake)

    The AI search revolution is happening right now, yet 98% of SEO professionals may be missing the opportunity — creating unprecedented advantages for the 2% who understand what's coming. At MozCon London, our CEO, Charlie Marchant, surveyed 300 of the UK's sharpest SEO minds and discovered that only 2% are optimising for AI search platforms like ChatGPT, Gemini, and Perplexity. While Google processes 8.5 billion searches daily, ChatGPT has reached 2.5 billion users in under three years, fundamentally changing how high-value customers research and purchase products. For businesses targeting decision-makers with spending power, mastering AI Search Optimisation isn't just smart — it's becoming essential. In this episode, Dale and Charlie reveal: Why only 2% of 300 top SEO experts are taking action on AI search (and the three psychological barriers holding everyone else back)The surprising data showing how AI Overviews displaced Featured Snippets in just six months — and why the same pattern will repeat with AI ModeHow AI Search compresses buying funnels from multiple searches over weeks into single conversations that culminate in immediate purchasesThe brand authority factor: why AI Search focuses on sentiment and mentions across platforms rather than traditional backlinksReal-world case studies showing how The Ordinary dominates hyaluronic acid recommendations and ZUGU became the top iPad case across AI platformsThe exact content formats that AI platforms favour (statistical data points increase citation probability by over 40%)Why getting featured in list articles on high-authority websites dramatically increases your chances of AI recommendationsCharlie also shares insights from industry legends, including Tom Capper (Moz's leading search scientist), revealing the resistance patterns preventing widespread adoption while early movers establish insurmountable competitive advantages. As Charlie explains in the episode: "We would never, as SEOs prior to AI Overviews, have decided to ignore 10% of informational keywords relevant to our business, and I don't really see why we would start doing that now." If you're ready to capitalise on this opportunity while your competitors remain fixated solely on traditional SEO, this episode provides your complete strategic framework for dominating AI Search before it becomes standard practice. Get the show notes: https://exposureninja.com/podcast/dojo-60/ Listen to these episodes next: Google’s AI Mode Arrives in the UK! Time to Panic? https://exposureninja.com/podcast/dojo-59/ “ChatGPT Agent” Is Changing How People Buy AGAIN https://exposureninja.com/podcast/dojo-58/ What is AI Search? And Why Is It So Important? https://exposureninja.com/podcast/dojo-56/

    36 min.
  5. How To Create and Optimise Your Content for AI Search

    18. AUG.

    How To Create and Optimise Your Content for AI Search

    This podcast episode was created in partnership with Profound. The AI Search revolution is here, and businesses that master content optimisation for these platforms will dominate their markets while competitors scramble to catch up. With ChatGPT now processing over one billion searches daily and Google's AI Overviews becoming the default search experience, optimising content for AI Search isn't just a smart strategy; it's SURVIVAL. The stakes couldn't be higher: AI search results don't just drive traffic, they actively influence customer decisions by recommending specific brands and solutions. For marketing leaders targeting high-value audiences, mastering AI Search Optimisation has become the ultimate competitive advantage. In this episode, I reveal: The exact two-step audit process to discover where you're winning (and losing) in AI search results across ChatGPT, Google's AI Overviews, Perplexity, and other AI platforms. Why different AI platforms prefer completely different content types — and how Google AI overviews favour "owned media" while ChatGPT prioritises "earned media" from third-party sites The E-E-A-T framework (Experience, Expertise, Authoritativeness, Trust) that determines which content gets cited, and why adding personal experience beats generic AI-generated content every time How AI tools use "query fan-out" to break single questions into dozens of parallel searches — and why covering topics from multiple angles dramatically increases your citation chances The content structure secrets that get your recommendations featured at the top of AI responses, including why successful articles now put answers first instead of burying them in lengthy introductions I'll walk you through real examples from tools like Profound, an Exposure Ninja partner, showing exactly how top-performing content is structured and why articles about "best robo advisors" all follow identical formats that AI tools love to cite. Plus, I'll share our approach for Elite Renewables (one of my other companies), where we've created unique, experience-driven content by interviewing engineers about real client projects, giving AI tools information they can't find anywhere else. If you're ready to position your business ahead of the AI Search curve while your competitors remain focused solely on traditional SEO, this episode provides your complete blueprint for dominating this emerging landscape. Try Profound: https://exposure.ninja/profound Get the podcast notes: https://exposureninja.com/podcast/363/ Listen to these episodes next: What is AI Search Optimisation (and How To Do It) https://exposureninja.com/podcast/358/ AI Is DECIMATING This Industry’s Marketing https://exposureninja.com/podcast/362/ 9 Reasons Why Your Traffic Is DOWN This Year https://exposureninja.com/podcast/361/

    29 min.
  6. Google’s AI Mode Arrives in the UK! Time to Panic?

    6. AUG.

    Google’s AI Mode Arrives in the UK! Time to Panic?

    Google's AI Mode has officially launched in the UK, fundamentally transforming how high-value prospects discover and evaluate businesses, creating unprecedented opportunities for marketing leaders who act fast. While currently representing just 1.25% of total Google searches, AI Mode's user base consists of your most valuable prospects: decision-makers asking detailed, high-intent queries that are 2-3 times longer than traditional searches. For businesses targeting qualified leads with spending power, mastering how to rank in AI Mode isn't just smart — it's becoming essential. In this episode, we reveal: How Google's AI Mode differs from AI Overviews and why this creates a "winner-takes-most" scenario for businesses that get cited in results The hidden "Query Fan Out" technology that runs hundreds of related searches behind the scenes — and how to optimise your content strategy accordingly Why brand reputation has become the secret weapon for AI Mode success, with real examples of how third-party citations from high-authority sites dramatically increase your chances of recommendation The five-phase AI search optimisation strategy that's helping our clients dominate AI Mode results whilst competitors remain focused solely on traditional SEO Specific content formats that AI Mode favours, including why statistical data points increase citation probability by over 40% We'll share real-world insights from our client work, including analysis of which types of businesses are winning in AI Mode and exactly why they're being selected over higher-ranking traditional SEO competitors. As Charlie explains in the episode: "The good thing for the underdogs and for the businesses who really know who their target market is, is that AI Mode can scour way beyond the first page of Google to find you the most relevant result. If you are positions 1, 2, 3 on Google, that doesn't necessarily mean you'll be referenced in AI Mode." If you're ready to implement these AI Search Optimisation strategies while your competitors are still figuring out what ranking in AI Mode even means, this episode provides your complete blueprint for capturing high-intent prospects in this rapidly evolving search landscape. Get the show notes: https://exposureninja.com/podcast/dojo-59/ Listen to these episodes next: “ChatGPT Agent” Is Changing How People Buy AGAIN https://exposureninja.com/podcast/dojo-58/ Everything We Know About the June 2025 Google Algorithm Update (So Far) https://exposureninja.com/podcast/dojo-57/ What is AI Search? And Why Is It So Important? https://exposureninja.com/podcast/dojo-56/

    45 min.
  7. "ChatGPT Agent" Is Changing How People Buy AGAIN

    30. JUL.

    "ChatGPT Agent" Is Changing How People Buy AGAIN

    ChatGPT Agent has launched with the ability to complete purchases autonomously — and it's changing how high-value customers buy, creating massive opportunities for prepared marketers. Available now in paid ChatGPT subscriptions, this tool completes complex purchasing tasks in under 3 minutes that take humans 30+ minutes of research and comparison shopping. For businesses targeting decision-makers, mastering ChatGPT Agent optimisation isn't just smart — it's becoming essential. In this episode, Charlie and Dale reveal: • How ChatGPT Agent actually works behind the scenes — including our live restaurant booking demonstration showing exactly how AI agents research and make recommendations • Why your conversion rate optimisation suddenly became 10x more critical — and the specific technical requirements that determine whether AI agents complete purchases on your site or abandon it immediately • The "Reading Mode" challenge that makes schema markup essential for AI visibility (even though humans never see it) • Why platform partnerships with OpenTable, Booking.com, and Shopify now directly influence your search visibility • The strategic shift from experimental (20% budget) to core strategy (80% budget) needs to happen right now I'll share real examples from our live testing, including how ChatGPT Agent abandoned difficult websites instantly and why it checked for vegetarian starters when booking restaurants — something most humans wouldn't consider. As Charlie said in the episode: "I feel like this and the rollout of AI Mode... is the trigger point that this is moving fast. If ChatGPT rolled this out, Google is gonna be hot on its heels." If you're ready to optimise for the reality that customers are delegating purchasing decisions to AI agents, this episode provides your complete action plan. Get the show notes: https://exposureninja.com/podcast/dojo-58/ Listen to these episodes next: What is AI Search? And Why Is It So Important? https://exposureninja.com/podcast/dojo-56/ AI Search to Overtake Traditional Search by 2028 https://exposureninja.com/podcast/dojo-54/ Everything Marketers Need to Know About AI Max for Search https://exposureninja.com/podcast/dojo-53/

    53 min.
  8. AI Is DECIMATING This Industry’s Marketing

    28. JUL.

    AI Is DECIMATING This Industry’s Marketing

    We studied 7 million finance keywords and found one industry getting absolutely decimated by Google's AI Overviews. The results are staggering: 58% of Google searches now end in no clicks, ChatGPT serves 5.5 billion monthly active users, and AI Overviews appear in 38% of mortgage searches and 52% of financial advisory queries — yet most businesses remain completely unprepared for this shift. But here's what shocked us most: this isn't just happening to "AI-vulnerable" industries. For marketing leaders ready to adapt rather than resist, this represents the greatest competitive advantage opportunity in a decade. In this episode, I reveal: • The startling reality behind our 7 million keyword analysis — including why even "Your Money or Your Life" topics aren't immune to AI disruption • How AI Overviews create an average 15.49% drop in click-through rates (and why this is actually fantastic news if you sell products directly) • The Investopedia case study that will terrify content marketers • Why "the middleman is dying" • Our three-pillar framework for AI marketing success • Real client results showing 72% increases in AI Overview appearances in just one quarter I'll share concrete examples from our client work, including how we helped Zugu Case dominate AI recommendations for iPad accessories by implementing our omnipresence strategy across multiple platforms. If you're ready to reorient your marketing strategy towards where users are actually going (rather than clinging to declining organic traffic), this episode provides your complete roadmap for thriving in the AI-first marketing era. Get the "How AI Overviews Are Disrupting Finance Marketing" white paper: https://exposureninja.com/ai-overviews-finance/ Get the show notes: https://exposureninja.com/podcast/362/ Listen to these episodes next: How To Rank in Google’s AI Mode https://exposureninja.com/podcast/357/ 9 Reasons Why Your Traffic Is DOWN This Year https://exposureninja.com/podcast/361/ Copy This 11,000+ Lead Full Funnel Marketing Strategy https://exposureninja.com/podcast/355/

    11 min.
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Learn powerful and profitable high-ROI marketing tips from Tim Cameron-Kitchen, founder of the relentlessly high-impact digital marketing agency, Exposure Ninja. Visit https://exposureninja.com/podcast for show notes and links.

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