The Digital Marketing Podcast by Exposure Ninja Podcast

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/

Listen to these episodes next:

Everything Marketers Should Know About ChatGPT’s Shopping Update

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

Are AI Overviews Going to Impact Your Commercial Traffic?

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/

Listen to these episodes next:

Are AI Overviews Going to Impact Your Commercial Traffic?

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

Copy This NEXT-LEVEL GEO Strategy in 2025

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/

Listen to these episodes next:

How We Earned a 600% Lead Gen Boost for Mortgage Lender in ONLY 4 Months

https://exposureninja.com/podcast/326/

How Monzo Disrupted a $273B Industry...with Basic Marketing

https://exposureninja.com/podcast/322/

Steal This $7M SEO Strategy

https://exposureninja.com/podcast/245/

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/

Listen to these episodes next:

Did Google Just “Confirm” That You Can’t Add E-E-A-T To Your Website?

https://exposureninja.com/podcast/dojo-47/

Everything Marketing Leaders Should Know About Google’s NEW AI Mode

https://exposureninja.com/podcast/dojo-46/

Copy This NEXT-LEVEL GEO Strategy in 2025

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