The Digital Marketing Podcast by Exposure Ninja

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/

Traffic from ChatGPT converts 9x better than Google. Or is it 42% better? Or 11 times better?
Everyone says AI Search traffic is more valuable than traditional search traffic. But there's an obvious contradiction: AI tools send a fraction of the visits Google does.
So how can such a small traffic source be worth so much?
In this podcast, I dig into our own client data, plus published clickstream research, to find out whether AI traffic really does convert better, why it happens, and how to get more of it for your brand.
Here's what I cover:
- Real eCommerce client data showing ChatGPT visitors converting at 7.18% versus 3.59% from Google, and each visitor being worth around $1.40 compared to $0.53
- Why ChatGPT traffic grew 161% year on year (with revenue up almost 400%) while Google traffic grew 12% over the same period
- A lead generation client where AI referral traffic converted at just under 14%, more than double the rate of organic search
- The Similarweb study showing that after seeing a brand recommended in AI, 55% of people go on to search for it and 20% go straight to the website, which means most AI influence never shows up as AI traffic in your analytics
- The three reasons AI traffic performs so well: hyper-qualified visitors, compressed buyer journeys, and the trust that comes with a tailored recommendation
- How to use Semrush One to track your visibility across Google, ChatGPT, AI Overviews, AI Mode and Gemini, spot competitor gaps, and find the prompts where your brand gets recommended (not just mentioned)
The key lessons:
- AI platforms are changing where research and comparison happen, so visitors arrive having already decided you're a good fit
- Low AI referral numbers don't mean you're invisible in AI, as much of that influence shows up as branded search and direct traffic
- Being mentioned isn't enough. Aim to be recommended in the bottom-of-funnel conversations that lead to sales
- Stop asking "how much AI traffic am I getting?" and start asking "is my brand showing up in the conversations where people spend money?"
Want your brand found and recommended in AI Search? Book a consultation call 👉 https://exposureninja.com/
Sponsored by Semrush. Get a free trial of Semrush One: https://exposureninja.com/semrush-one
Get the full show notes: https://exposureninja.com/podcast/ai-visibility-influences-revenue/

Traffic from ChatGPT converts 9x better than Google. Or is it 42% better? Or 11 times better? 
Everyone says AI search traffic is more valuable than traditional search traffic. But there's an obvious contradiction: AI tools send a fraction of the visits Google does. So how can such a small traffic source be worth so much? 
In this video, I dig into our own client data, plus published clickstream research, to find out whether AI traffic really does convert better, why it happens, and how to get more of it for your brand. 
Here's what I cover: 
     - Real e-commerce client data showing ChatGPT visitors converting at 7.18% versus 3.59% from Google, and each visitor being worth around $1.40 compared to $0.53 
     - Why ChatGPT traffic grew 161% year on year (with revenue up almost 400%) while Google traffic grew 12% over the same period      - A lead generation client where AI referral traffic converted at just under 14%, more than double the rate of organic search 
     - The Similarweb study showing that after seeing a brand recommended in AI, 55% of people go on to search for it and 20% go straight to the website, which means most AI influence never shows up as AI traffic in your analytics -
      The three reasons AI traffic performs so well: hyper-qualified visitors, compressed buyer journeys, and the trust that comes with a tailored recommendation 
     - How to use Semrush One to track your visibility across Google, ChatGPT, AI Overviews, AI Mode and Gemini, spot competitor gaps, and find the prompts where your brand gets recommended (not just mentioned) 
The key lessons: 
     - AI platforms are changing where research and comparison happen, so visitors arrive having already decided you're a good fit 
     - Low AI referral numbers don't mean you're invisible in AI, as much of that influence shows up as branded search and direct traffic 
     - Being mentioned isn't enough. Aim to be recommended in the bottom-of-funnel conversations that lead to sales 
     - Stop asking "how much AI traffic am I getting?" and start asking "is my brand showing up in the conversations where people spend money?"