The Digital Marketing Podcast by Exposure Ninja

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:
What Jenny checks in the first minute to tell whether a site is set up for AI Search

Why the site structure should be planned with your SEO team before any design work starts

When mega menus, tabs and accordions help, and when they're style over function

What happens when an AI system that doesn't run JavaScript reaches a page that depends on it, and how to test yours

Why page speed and mobile-first design matter as much as ever

How to decide between fixing your current site and a full rebuild

WebMCP, the proposed web standard Jenny is keeping an eye on

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/

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
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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

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
Book a consultation call to find out how we can turn your search visibility into more leads and revenue 👉 https://exposureninja.com/

https://exposureninja.com/podcast/measure-ai-search-visibility/

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/
Follow Jonas on LinkedIn: 
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 👉
⁠https://exposureninja.com/

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:
What dark traffic actually is, and why AI Search and dark social both end up in your Direct bucket

How ChatGPT and other AI assistants influence buyers without a click, a session, or a referral

The real business risk: marketing budgets follow measurement, so your highest-intent channels get underfunded

Four ways to measure what GA4 can't: self-reported attribution, branded search and direct traffic as proxies, AI visibility tracking, and correlating spikes with activity

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/