The Digital Marketing Podcast by Exposure Ninja

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• The AI Attribution Gap, Solved 15.07.2026 5min

  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.Why "dark traffic" makes AI-driven visits invisible in Google AnalyticsSetting up channel groups to track referrals from AI platformsAuditing direct traffic for signs of AI-influenced buyer journeysManually checking visibility inside ChatGPT, Gemini, and PerplexityUsing tools like Peec AI, Profound, and Scrunch AI to monitor AI visibility at scaleWhy asking customers directly is still the most reliable source of truthWith 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 13.07.2026 8min

  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:Why AI Overviews cut clicks to websites by 58% when they appear and what that means for your trafficCase study #1: how a global skincare brand grew organic traffic by 27% year-on-year while more than doubling their AI Overview mentionsCase study #2: how a business with a 14.5% drop in organic traffic still hit their best-ever revenue month from search — with average order value up over 10%The two-part strategy (traditional SEO + AI Search Optimisation) that's helping both of these businesses win right nowWant 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: https://exposureninja.com/podcast/not-enough-leads/
• My Boss Is Asking: Why Aren't We Showing Up in ChatGPT? 10.07.2026 9min

  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:Why aligning the business on one clear positioning statement is the essential first stepHow to benchmark your current AI Search visibility without relying on random ChatGPT searchesBuilding a one-year (minimum) roadmap that prioritises your highest-value categories firstThe three pillars of implementation: technical updates, content, and PRWhy training your team is the most overlooked step in AI Search OptimisationShowing 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 06.07.2026 18min

  Sponsored by Ahrefs. Try Agent A  👉 https://ahrefs.com/agent-aGetting 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:The four things AI tools need before they'll cite your content: the right topics, the right structure, the right authority signals, and freshnessHow to use Agent A's pre-built skills to run an EEAT audit, convert SEO keywords into AI queries, and identify which of your cited pages need a content refreshGet the blog post template: https://exposureninja.com/blog/blog-post-template/Try Agent A: https://ahrefs.com/agent-aBook 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 03.07.2026 16min

  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:Why Charlie's post about Beauty of Joson's SPF took off, and what the comments reveal about dark traffic and attributionHow TikTok virality, PR placements in The Guardian, and Reddit threads shape what AI platforms end up recommendingWhy customer search journeys are wildly different lengths, from five minutes to six weeksWhat a search everywhere mindset actually means for your brandSearch 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/eDXrGcGSFuture-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) 29.06.2026 7min

  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:Why manually asking AI tools about your own brand gives you a distorted picture and what an accurate read actually looks likeHow enterprise tools like Profound, Peec.AI, and Semrush One compare to what most businesses actually needWhat a full Mind My Brand report covers: brand sentiment, performance scores, visual identity analysis, competitor positioning, and gaps most brands would never spot themselvesWhy non-deterministic AI responses make manual monitoring unreliable, and how Mind My Brand solves thatHow to turn your report findings into content improvements that shift how AI tools perceive and recommend your brandReady 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/reviewRead the full show notes: https://exposureninja.com/podcast/track-brand-in-ai-search/
• The Content Engineering Playbook with Josh Spilker, AirOps 24.06.2026 49min

  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-engineerFollow 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 to get a live review of your website and marketing 👉⁠https://exposureninja.com/review/⁠
• Google Forced to Act. Here’s What It Means For Your Traffic 22.06.2026 13min

  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:Why two-thirds of Google searches now result in zero clicks, and what the CMA is doing about itWhat Google is now legally required to provide to website owners, including new AI Search data inside Search ConsoleWhy the new generative AI performance report in Search Console is only telling you half the story (and which half Google is hiding)How one of our financial education clients is making more money than ever from organic search, even with traffic down year-on-yearWhy their competitors are losing up to 61% of organic traffic while this client's average order value has grown 13%, and what they're doing differentlyThe mindset shift every marketer needs to make right now: from chasing traffic volume to winning AI visibilityThe 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-oneBook 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 17.06.2026 52min

  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/New episode launches every Wednesday throughout June 2026, so stay tuned to hear from growth leaders from leading brands like Profound, Wise, and AirOps! Book a consultation to get a live review of your website and marketing 👉⁠https://exposureninja.com/review/⁠⁠
• How To Beat Your Competitors in AI Search 15.06.2026 22min

  Sponsored by Semrush. Try Semrush One 👉 https://exposureninja.com/semrushoneYour 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:Why some brands are consistently recommended across every major AI platform and the three metrics that reveal exactly how they're doing itHow to use Semrush's AI Visibility Toolkit to benchmark your brand against competitors across mentions, citations, and cited pagesThe difference between missing, weak, shared, strong, and unique topics and how to use the gap to build your action planWhy not all prompts and topics are worth chasing and how to filter by the ones that will actually drive customers to your businessHow to identify the third-party sources feeding AI answers in your category and how to get your brand mentioned on themThe exact prioritisation framework we used to take a client from 50 conversions per month to nearly 400 and grow their AI Search visibility by more than 10xYou 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 10.06.2026 45min

  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:Why velocity is a moat in AI SearchWhat a modern, lean marketing team actually looks like, why Nick hires for a generative marketer mindset, and his advice for showcasing this online The growth strategy behind Profound, centred on sharing data and insightsThe go-to-market motion behind Profound's Zero Click events, scaling from 400 to 800+ attendees across New York and LondonThe layered mentality around AI Search for different business sizesWhy FAQ content and FAQ schema is the lowest-hanging fruit most big brands are leaving on the tableHow to make the internal case for AI Search investment when leadership is still thinking in Google termsThe career advice he'd send back to his first dayRead the full show notes: https://exposureninja.com/podcast/growth-leader-series-nick-lafferty/Follow Nick Lafferty on LinkedIn: https://www.linkedin.com/in/nicklafferty/New episode launches every Wednesday throughout June 2026, so stay tuned to hear from growth leaders from leading brands like McKinsey and Company, Wise, and AirOps! Book a consultation to get a live review of your website and marketing 👉⁠https://exposureninja.com/review/⁠
• How To Turn AI Mentions Into High-Value Leads 09.06.2026 11min

  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:Why being mentioned in "What is a mortgage?" is completely different from "Should I choose Halifax or Nationwide?" and why only one of those drives revenueThe three criteria you need to score every AI prompt against before deciding whether it's worth chasingHow AI platforms build entity associations and the specific signals you can use to make sure your brand gets recommended during high-intent buying momentsThe biggest conversion mistake companies make when they earn AI visibility for informational content (and exactly how to fix it)How we helped a DAX 30 client change how AI platforms perceived their brand and what that meant for their stakeholder positioningThe goal isn't maximum AI visibility. It's maximum AI visibility during the moments that generate pipeline.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/turn-ai-mentions-into-leads/Listen to these episodes next:The BEST SEO Strategies for 2026⁠⁠⁠⁠https://exposureninja.com/podcast/368/⁠⁠⁠⁠How To Dominate AI Search Results in 2026⁠⁠⁠⁠https://exposureninja.com/podcast/372/⁠⁠⁠⁠Copy The 3 Pillars of £50m+ SEO Campaigns⁠⁠⁠⁠https://exposureninja.com/podcast/371/
• The Organic Growth Playbook Behind Wise with Fabrizio Ballarini 03.06.2026 1godz 16min

  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:https://exposureninja.com/podcast/growth-leader-series-fabrizio-ballarini/New episode launches every Wednesday throughout June 2026, so stay tuned to hear from growth leaders from leading brands like McKinsey and Company, Profound, and AirOps! Book a consultation to get a live review of your website and marketing 👉 https://exposureninja.com/review/
• COPY Vanguard’s 6M+ Organic Traffic Strategy 01.06.2026 19min

  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:Why Vanguard built their entire website around customer goals, not products, and why that single shift is the foundation of everything else they're doingThe topic cluster content strategy generating 6.2 million US organic visits a month, and how they've structured it to cover every stage of the buyer journeyHow their educational articles are structured to get cited in AI Overviews, ChatGPT, and Gemini, including the exact formatting choices that make AI tools want to pull from their contentWhy their retirement income calculator has attracted 462 linking domains and 74,000 monthly visits to a single page and how to replicate this for your industryThe internal linking and CTA strategy that turns content readers into customers (and why most brands get this badly wrong)The 7 lessons any marketer at any size business can apply immediately to build this kind of search and AI visibilityVanguard 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 2026⁠⁠⁠⁠https://exposureninja.com/podcast/372/⁠⁠⁠⁠Copy The 3 Pillars of £50m+ SEO Campaigns⁠⁠⁠⁠https://exposureninja.com/podcast/371/
• Google I/O 2026: The 5 Updates Every Marketer Needs To Know 26.05.2026 18min

  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:The new AI Search box that lets users write full briefs, attach files, and search like they would in ChatGPTInformation agents that search on behalf of users 24/7 in the backgroundAI Mode going fully conversational, with persistent context across an entire search sessionAgentic coding in search, building custom dashboards and mini apps on the flyPersonal intelligence and agentic calling, where Google literally phones businesses to check availability and book on your behalfGoogle 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) 25.05.2026 8min

  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:Why AI-referred traffic converts 4–5x better than Google organic and why that makes it worth tracking separately even when the volume is still smallThe quick filter method for isolating AI referral traffic in your existing GA4 reports in under two minutesHow to create a dedicated AI referral traffic channel group so you never have to click through filters againThe one ordering mistake that causes GA4 to misclassify your AI traffic as generic referral traffic and how to fix itWhy a large slice of AI-driven visits will never show up as AI traffic at all and what to track instead to get the full pictureThe tools we use to measure AI search visibility alongside GA4, including Semrush, Peak, and ProfoundAI 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 2026⁠⁠⁠https://exposureninja.com/podcast/368/⁠⁠⁠How To Dominate AI Search Results in 2026⁠⁠⁠https://exposureninja.com/podcast/372/⁠⁠⁠Copy The 3 Pillars of £50m+ SEO Campaigns⁠⁠⁠https://exposureninja.com/podcast/371/
• The Metrics That Actually Matter in 2026 18.05.2026 20min

  Sponsored by Semrush. Try Semrush One for 14-days (exclusive Exposure Ninja deal) 👉 https://exposureninja.com/semrushoneMost 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:Why conversion events, not traffic, should anchor your entire measurement strategy and how to set them up correctly in GA4How to analyse traffic channels, landing pages, and devices, and cross-reference them to find your biggest growth opportunitiesThe lead gen metrics that live outside GA4, including lead-to-opportunity rate, revenue per lead, and conversion-to-customer rateHow to read the purchase journey report in GA4 for e-commerce, and why a dropping conversion rate isn't always bad newsThe SEO metrics that actually matter in Semrush, and why tracking keyword volume without watching page-one positions is quietly misleading youHow to measure AI Search visibility and brand sentiment across LLMs, and why branded organic traffic is becoming one of your most important signalsWhy 58% of marketers say AI Search traffic converts at a higher rate than regular organic, and how to build a dashboard that tracks it properlyThe 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 2026⁠⁠https://exposureninja.com/podcast/368/⁠⁠How To Dominate AI Search Results in 2026⁠⁠https://exposureninja.com/podcast/372/⁠⁠Copy The 3 Pillars of £50m+ SEO Campaigns⁠⁠https://exposureninja.com/podcast/371/
• Rippling’s $16B Marketing Strategy (You Can Actually Copy) 11.05.2026 18min

  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:How Rippling ditched generic messaging and rebuilt their entire website around laser-targeted customer segments — and why this drove higher-quality leads from real decision-makersThe content strategy that grew their blog from 5,000 to nearly 200,000 monthly visits — and the exact topic clusters they used to do itWhy Rippling built out state-by-state labor law content across every US state, and what this teaches you about hyper-specific audience targeting- What "Rippling Plus" is, why it's a smart play to insulate against AI search disruption, and whether it's worth attempting for your businessHow Rippling uses original research and digital PR to get coverage in the exact publications their target audience reads — and why this is now critical for AI search visibilityWhere Rippling's AI search visibility currently stands, and the one area they need to improve before competitors chip away at their leadThe three-pillar playbook behind Rippling's rise is something any business can learn from — whether you're starting from scratch or trying to scale what's already working.The key lessons from Rippling's approach:Tell a specific story for each customer segment — not a generic one for everyoneBuild content around the topics your different audiences actually search forUse original data and digital PR to earn coverage in the publications AI tools citeRead the show notes: https://exposureninja.com/podcast/rippling-marketing-strategy/Listen to these episodes next:The BEST SEO Strategies for 2026⁠https://exposureninja.com/podcast/368/⁠How To Dominate AI Search Results in 2026⁠https://exposureninja.com/podcast/372/⁠Copy The 3 Pillars of £50m+ SEO Campaigns⁠https://exposureninja.com/podcast/371/
• Google's Revenue is EXPLODING. But Are Brands Winning Too? 01.05.2026 33min

  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 rightCharlie 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:Apple: https://podcasts.apple.com/gb/podcast/googles-revenue-is-exploding-but-are-brands-winning-too/id1161818237?i=1000765508727Spotify: https://open.spotify.com/episode/1KIX7OCYzx9DCe7qUg4pBm?si=uxQkVJ20QR-7mnghSFAY6wListen 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?https://exposureninja.com/podcast/dojo-66/
• ChatGPT Sends 21% of Its Traffic to Google. Here's Why That Matters. 24.04.2026 28min

  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 struggleAs 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=wP8V1BBhPcURead 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/review⁠Try Semrush for FREE:⁠https://thankyouninjas.com⁠Listen to these episodes next:If My SEO Traffic Dropped, Here's Exactly What I'd Do⁠https://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/