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/

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This is a BONUS EPISODE of the Digital Marketing Podcast by Exposure Ninja

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The marketing landscape is becoming increasingly automated and impersonal — yet consumers are longing for authentic connections before making major purchasing decisions.

This disconnect creates an unprecedented opportunity for forward-thinking marketers willing to take a radical approach: putting humans back at the center of their strategy.

Over $1 trillion was spent on advertising last year, but studies show people only remember about 3% of the ads they see. That means roughly $950 billion was wasted on forgettable marketing that failed to create meaningful connections.

In this episode, Exposure Ninja's CEO, Charlie Marchant, is joined by Phil Tregus-Evans, CEO of Giraffe Social Media and author of the new book "Human First Marketing," who reveals:

• Why treating B2B customers as data points rather than humans is destroying trust and wasting marketing budgets (and the simple shift that instantly changes how prospects respond)

• The shocking problems with the traditional marketing funnel that dates back to 1898 (and the innovative "Pinball Method" that accurately reflects how modern buyers actually make decisions)

• A practical framework called EMPATH that replaces outdated customer avatars with nuanced human understanding that captures what demographics consistently miss

• How to strategically balance AI implementation with authentic human connection (avoiding the "lazy AI" trap that makes your content instantly forgettable)

In this episode, you'll discover why putting real team members at the forefront of your marketing substantially increases conversion rates and how leading brands are rebuilding trust in an increasingly sceptical marketplace.

As Phil explains: "I think with the advance of data and all of the different ways we now do marketing, we've kind of lost touch a little bit with the fact that when you boil it down, marketing is just one group of humans trying to demonstrate the value they can provide to another group of humans."

If your competitors are fixated on automation while neglecting the human element, this episode provides your roadmap to meaningful differentiation that drives sustainable growth through authentic connection.

Welcome to The Dojo, a search marketing news podcast for goal-driven marketing leaders, hosted by Exposure Ninja, featuring Charlie Marchant (CEO) and Dale Davies (Head of Marketing).

"Sorry, you can’t sprinkle some experiences on your web pages."

Google just dropped a bombshell statement claiming "you can't add E-E-A-T to your website" — but this widely misinterpreted comment hides a crucial truth that forward-thinking marketers need to understand.

While Google's John Mueller dismissed the idea of "sprinkling experience on your web pages," what he was actually pushing back against, in our opinion, was artificial attempts to fake expertise through AI-generated authors and fabricated credentials.

For businesses committed to authentic marketing, this distinction matters enormously — because genuine E-E-A-T signals remain one of the most powerful drivers of both search visibility and conversion rates.

In this episode, we unpack:

• The full context of Mueller's comments — and why they've been dangerously misinterpreted by some in the industry

• Why E-E-A-T matters for all businesses — not just those in YMYL (Your Money, Your Life) categories

• Actionable frameworks for authentically showcasing your expertise, experience, authority, and trustworthiness that satisfy both Google and potential customers

• How E-E-A-T extends beyond SEO into every stage of your marketing funnel — from ads to emails to conversion optimization

• The evolving relationship between links, mentions, and E-E-A-T signals — and why quality third-party validation remains crucial

Charlie and Dale share practical implementation strategies based on work with real clients across multiple sectors, demonstrating how authentic expertise signals drive measurable business outcomes.

As Charlie explains in the episode:

"For businesses targeting decision-makers, seeing experience and expertise is crucial. Going beyond just content ranking and thinking about purchasing decisions — businesses absolutely want to purchase from other businesses that show credentials and experience. You trust them more than businesses where you're not seeing that."

If you're ready to move beyond simplistic interpretations and implement a sophisticated E-E-A-T strategy that drives both rankings and revenue, this episode provides your complete action plan.

Get the show notes: https://exposureninja.com/podcast/dojo-47/

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