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 chat...
Apr 24, 2026•29 min
37% of beauty and cosmetics consumers are already using AI platforms — ChatGPT, Gemini, Perplexity, and others — to search for products. 27% of UK shoppers are already making purchases via AI agents. And 80% abandon traditional Google searches in this sector because they simply can't find the specific, personalised answers they need. The $450 billion beauty industry is being reshaped by AI search faster than most brands have realised — and the window to get ahead of it is closing. Charlie Marcha...
Apr 17, 2026•31 min
SEO traffic dropped? You're not alone — and it's fixable. A $10 billion beauty brand came to us with clicks down 23.5% year-on-year and impressions falling. After a comprehensive SEO audit, they grew organic traffic by 27%, improved average rankings by 2.7 positions, and more than doubled their visibility in Google's AI Overviews. In this episode, I walk through the four-step process that made it happen. You'll discover: The technical issues silently dragging down your rankings — duplicate pages...
Apr 13, 2026•27 min•Ep. 378
Your future customers aren't just Googling you, they’re asking ChatGPT, Gemini, and other AI platforms if they should trust you. In this podcast, Charlie and Luke go behind the scenes of ChatGPT and major AI platforms to show you exactly how LLMs describe your business. We demo our brand new tool, Mine My Brand , designed to help you audit and optimise you the way AI describes your business. Using a live deep-dive into Revolut, we reveal: Why what you say on your website might be complet...
Apr 07, 2026•30 min
Most marketing RFPs are quietly sabotaging their own results — and the agencies pitching you are too polite to say so. After reviewing hundreds of RFPs over more than two decades, Exposure Ninja's Sales Director, Rich Gray, has identified the single biggest mistake companies make — and it's not what most marketing leaders expect. The problem isn't the budget. It's not the timeline. It's this: businesses ask for a specific solution before they've allowed an expert to diagnose the actual problem. ...
Apr 06, 2026•24 min•Ep. 377
OpenAI is projected to lose $14 billion this year. It's spending $1 million per day running Sora for just 500,000 users. And its first foray into advertising has already been called a flop by one of its biggest early adopters. So, is OpenAI actually running out of cash? And what does all of this mean for the future of AI advertising, ChatGPT's market dominance, and your marketing strategy? In this episode, Charlie Marchant (CEO of Exposure Ninja) is joined by Luke Nicholson (COO of Exposure Ninj...
Apr 03, 2026•23 min
Most marketing budgets don't fail because they're too small. They fail because they're split across too many channels, with not enough behind any of them to actually work. After 12 years and thousands of campaigns, the pattern is consistent: the businesses winning aren't necessarily spending the most. They're just smarter about where they put it. In this episode, I walk through the five-step framework we use with clients to allocate their marketing budget for maximum ROI in 2026 — including the ...
Mar 30, 2026•29 min•Ep. 376
ChatGPT has pulled back from in-chat instant checkout — and the decision says a lot about where AI-powered commerce is actually heading. Rather than closing sales inside the conversation, OpenAI is shifting focus to app-based retailer connections, effectively acknowledging that consumer trust isn't there yet. Meanwhile, Google is doubling down on agentic commerce with cart functionality, full product catalogues, loyalty point integration, and one-click account creation — all within AI Mode. The ...
Mar 20, 2026•23 min
Healthcare marketing is one of the most restrictive, competitive, and trust-sensitive industries on the planet — and it's getting harder. The UK digital health market is growing 12% year on year, which means more competitors, more ad spend, and more budget chasing the same patients and healthcare professionals. But here's the thing: we've been working with healthcare clients at Exposure Ninja for years, and it's actually one of the industries where we've seen some of our best results — from indi...
Mar 10, 2026•31 min•Ep. 375
Your best-ranking pages might be your biggest missed opportunity. We studied content across dozens of campaigns — from global brands like Stanley to fast-growing eCommerce stores — and found the same pattern everywhere: high-ranking pages generating almost no revenue. Not because the SEO was wrong, but because the content wasn't built to convert. After fixing this for clients, including a mortgage business (11,000 leads in 12 months) and cosmetics brand The Ordinary (451% revenue increase from c...
Feb 23, 2026•36 min•Ep. 374
Clicks from Google's AI Overviews have been dropping for publishers and businesses since the broader rollout began. Impressions are up, but traffic? Not so much. Google's latest announcement may be the first genuine signal that this is about to change. Google has rolled out hover popup cards for AI Overviews and AI Mode — citation previews that show a thumbnail image, article headline, and a description of the linked content, directly on the search results page. It's live on desktop in the UK al...
Feb 20, 2026•21 min
Something has just changed in how AI search performance can be tracked — and it's coming from a source most marketers haven't been paying attention to. Microsoft has added AI performance reporting to Bing Webmaster Tools, giving marketers the first native dashboard for measuring how their content actually performs inside AI-generated answers. It's not Google. It's not ChatGPT. But it may be the move that finally forces both of them to act. In this episode, Dale Davies and Charlie Marchant break ...
Feb 13, 2026•22 min
Search is changing fast — but the question on every marketing leader's mind isn't just how AI is evolving. It's whether the fundamentals they've built their organic strategy around still hold.Do Google rankings still matter now that ChatGPT, Gemini, and AI Mode are reshaping how people search? The short answer is yes — but the full picture is more nuanced, and understanding it could change how you invest in SEO, set your KPIs, and report to your board.Dale Davies (Head of Marketing at Exposure N...
Feb 06, 2026•27 min
The way people search is changing fast — and ChatGPT has just made its biggest commercial move yet. After years of speculation, OpenAI has confirmed it's launching ads inside ChatGPT. The initial rollout is US-only, targeting free and "Go" tier accounts, but the implications for every marketing leader are significant. The format is unlike anything we've seen before. The pricing is premium. And the reporting? That's where things get complicated. In this episode, Charlie Marchant (CEO of Exposure ...
Jan 30, 2026•27 min
Google just dropped three updates in a single week — and together, they don't just change search. They change the entire customer journey. In this episode, Exposure Ninja's CEO, Charlie Marchant, breaks down what's actually happened, what it means for businesses that rely on search to generate leads and revenue, and why marketing leaders need to be paying attention right now. The biggest of the three? Google's new Personal Intelligence feature inside Gemini. For the first time, Google is connect...
Jan 16, 2026•35 min
SEO in 2026 isn't what it was in 2024 — or even late 2025. Today's most successful businesses aren't choosing between traditional search engine optimisation and AI Search strategies. They're mastering both.While Google still processes 16.4 billion searches daily compared to ChatGPT's 800 million prompts, the quality of AI search traffic tells a different story. Some data shows visits from ChatGPT convert at five times the rate of traditional search, making AI Search Optimisation essential for bu...
Jan 13, 2026•22 min•Ep. 373
Search marketing in 2026 is going to look very different from today — and most businesses aren't ready. Charlie Marchant, CEO of Exposure Ninja, has spent 2025 speaking about AI search strategy at events globally, working with FTSE 250 and DAX 30 companies on the frontlines of this shift. In this episode, she shares her five biggest predictions for 2026 and what marketing leaders need to do about them right now. In this episode, we cover: Why less than 5% of marketers — including CMOs and senior...
Dec 12, 2025•52 min
You already know your customers are using ChatGPT, Perplexity and AI Overviews to research buying decisions. The strategic question is: how do you ensure your brand is the one being recommended? In this episode, I walk through the five-step framework we use at Exposure Ninja to get clients recommended by AI tools — the same approach that's driven measurable traffic and sales for brands like The Ordinary. You'll learn how to audit your current AI visibility using tools that aggregate data across ...
Nov 24, 2025•23 min•Ep. 372
The brands dominating search today aren't just focusing on links and keywords. They're mastering three strategic pillars that deliver sustained visibility across traditional search and AI-powered platforms.After ten years working with national and international enterprise brands (including a recent Global Search Award win for The Ordinary), we've identified the exact framework that separates market leaders from everyone else.In this episode, I reveal:• Why technical SEO performance matters more ...
Nov 10, 2025•31 min•Ep. 371
The paid search strategies that worked in 2024 are already obsolete. In 2026, your 2025 strategy will no longer work either. Tight keyword segmentation and manual bid management are actively harming performance, whilst AI-driven approaches and first-party data have become the critical differentiators between campaigns that flatline and those that scale. Rebecca Pilkington, our Head of Paid Media, reveals the award-winning strategies that took Aged Care Bathrooms to a £2.4 million run rate in nin...
Nov 09, 2025•36 min
Here's something that should worry every marketing leader: 30% of citations in ChatGPT's top 1,000 searches come from websites that don't rank anywhere on Google. Your SEO strategy might be flawless. Your content might be exceptional. But if you're ignoring digital PR, you're invisible where it increasingly matters most — in AI-powered search results that your highest-value prospects are using to make purchasing decisions. The businesses dominating in 2026 won't be the ones with the best SEO alo...
Oct 31, 2025•50 min
The B2B marketing playbook is changing faster than most businesses realise. SEO still works. Google Ads still deliver. Email campaigns still convert. But if your entire strategy relies on prospects finding you through traditional Google searches, you're missing a massive shift in buyer behaviour. Your buyers are researching differently. They're having longer, more detailed conversations before they ever visit your website. They're building shortlists from sources you might not even be tracking. ...
Oct 27, 2025•28 min•Ep. 370
Welcome to Episode 6 of the Marketing Strategies for 2026 series by Exposure Ninja. Catch the full Marketing Strategies for 2026 series 👉 https://exposure.ninja/strategies2026 With 2.5 billion searches daily on ChatGPT alone, your AI search strategy can't wait. Charlie Marchant (CEO) reveals why optimising for ChatGPT isn't just "doing SEO differently" — it's an entirely new game where citations matter more than backlinks and sentiment tracking becomes essential. Discover the three-phase fr...
Oct 21, 2025•56 min
SEO is evolving beyond traditional keyword rankings, and the businesses thriving in 2026 are those adapting to AI search tools — creating unprecedented opportunities for forward-thinking marketers. While Google still dominates with billions of searches daily, the emergence of AI Overviews, ChatGPT, and Perplexity is fundamentally changing how people find information online. For businesses targeting decision-makers and high-value customers, mastering these new SEO strategies isn't just smart — it...
Oct 20, 2025•37 min•Ep. 368
The digital marketing landscape is undergoing a seismic shift — and the brands dominating in 2026 will be those mastering three critical pillars: traditional search, AI Search, and brand experience. While Google maintains its dominance with 98 billion monthly visitors and over 90% market share, smart marketers are already positioning themselves for the rapidly approaching AI-powered future. In this episode, I reveal: The "topic-first SEO" strategy that generated a 288% revenue increase for Golf ...
Oct 20, 2025•39 min•Ep. 369
Welcome to Episode 5 of the Marketing Strategies for 2026 series by Exposure Ninja. Catch the full Marketing Strategies for 2026 series 👉 https://exposure.ninja/strategies2026 Skip the "new year, new me" marketing makeover — your B2C marketing strategy for 2026 needs balance, not disruption. Charlie Marchant (CEO) reveals why throwing everything at the latest shiny channel is a recipe for disaster and shares the 80/20 formula successful brands use to maintain winners while testing new growth ...
Oct 19, 2025•50 min
Welcome to Episode 4 of the Marketing Strategies for 2026 series by Exposure Ninja. Catch the full Marketing Strategies for 2026 series 👉 https://exposure.ninja/strategies2026 Forget the boring-to-boring approach — your B2B marketing strategy for 2026 needs personality alongside performance. Charlie Marchant (CEO) and Tim Cameron-Kitchen (Founder) reveal why understanding your ICP goes beyond firmographics to include the actual humans making decisions, from procurement to the C-suite. They exp...
Oct 18, 2025•42 min
Welcome to Episode 3 of the Marketing Strategies for 2026 series by Exposure Ninja. Catch the full Marketing Strategies for 2026 series 👉 https://exposure.ninja/strategies2026 Creating a profitable digital marketing strategy for 2026 starts with understanding where your leads come from — not just guessing. Charlie Marchant (CEO) and Tim Cameron-Kitchen (Founder) join Dale Davies (Head of Marketing) to reveal why most businesses fail at digital strategy: they chase shiny new channels without kn...
Oct 17, 2025•48 min
I tried recording this as an audio podcast, but it didn't really do the topic justice. I'm uploading this video here, but if it doesn't work with your podcast app, then please watch it by visiting exposure.ninja/ripping The marketing landscape is experiencing its most dramatic shift since Google's dominance began, and CMOs from brands like Expedia, HubSpot, and L'Oreal are completely rewriting their strategies — creating unprecedented opportunities for forward-thinking marketers. While tradition...
Sep 22, 2025•14 min
Welcome to Episode 2 of the Marketing Strategies for 2026 series by Exposure Ninja. Catch the full Marketing Strategies for 2026 series 👉 https://exposure.ninja/strategies2026 Enterprise marketing teams are drowning in coordination complexity, and throwing more budget at fragmented campaigns simply doesn't work, creating an urgent need for unified strategies that actually scale. Enterprise businesses are operating with departmental silos that conflict with each other's KPIs, whilst the companie...
Sep 19, 2025•40 min
