The Digital Marketing Podcast by Exposure Ninja

For the first time ever, Google lost search users. This signals a fundamental shift towards AI-powered search and marketers need to adapt their strategies now for this emerging reality. The signs were there. ChatGPT's rise. Perplexity's growing user base. And now, Ofcom's data confirms what many of us suspected: traditional search is evolving. Think about how you find information today. Need a quick answer? You might ask ChatGPT. Looking for market insights? Perplexity AI might be your first stop. The data shows you're not alone. But here's what fascinates me: Google's advertising revenue hit record highs in Q2 2024, up 10% when analysts expected a decline. Seems contradictory, doesn't it? Let me explain: Whilst Google's user base shrinks, those who remain are more engaged, more likely to convert. The platform isn't dying – it's transforming. What does this mean for your marketing strategy? First, don't panic. Your SEO efforts aren't wasted. But you need to expand your horizon beyond traditional search optimisation. Enter GEO – Generative Engine Optimisation. It's SEO's evolution for an AI-first world. Here's your action plan: 1. Keep optimising for traditional search 2. Start learning GEO principles (watch this video: https://www.youtube.com/watch?v=FoIc8LkSETo) 3. Track AI-referred traffic carefully 4. Diversify your traffic sources The future of search isn't a SINGLE platform anymore. It's a symphony of traditional search engines and AI-powered tools. And like any good orchestra, success comes from mastering multiple instruments. Want to stay ahead? Start preparing for this shift today. Your future self will thank you.

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Google has experienced its first recorded decline in UK users, dropping from 86% to 83% market share, while AI search queries have increased tenfold between January and September 2024. Simultaneously, Google’s AI Overviews are now starting to include YouTube video summaries, marking a significant evolution in search result presentation.

For marketers concerned about maintaining visibility in an evolving search landscape, this episode provides critical insights into emerging trends and practical strategies for adapting to AI-driven search whilst maintaining strong traditional SEO practices.

Let’s get into it.

What You’ll Learn

• The significance of Google’s first-ever UK user decline and its implications for digital marketing strategies long-term

• Understand how YouTube content is being integrated into Google’s AI Overviews

• Develop strategies for optimising both traditional search and AI-driven visibility (you need both)

• How to balance current marketing effectiveness with future-focused initiatives

Timestamps

00:00 – Welcome to the Dojo

00:22 – Google’s Year-on-Year Drop in Users

25:40 – YouTube Summarise in AI Overviews

33:37 - Key Takeaways & Next Steps

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AI tools like ChatGPT and Google’s AI Overviews are reshaping how users find information, making Generative Engine Optimisation (GEO) essential for any 2025 SEO strategy.

This shift means your strategy must go beyond traditional Google rankings. GEO focuses on optimising content for AI-generated summaries, ensuring your business, products, or services are recommended by these tools.

So, your next question is probably, "How do I adapt my SEO strategy to this new landscape?"

At Exposure Ninja, we’ve been pioneering GEO strategies, and today we’re breaking down how to create an SEO strategy that works for 2025 and beyond.

In this podcast, learn how to create a high-impact SEO strategy for 2025.

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This week on The Dojo, we dissect the recent collapse of AllPlants, a UK vegan meal delivery service, amidst a massive marketing spend. We analyse their financial data, marketing strategies (social media, SEO, PPC), and pinpoint critical errors.

We also discuss the upcoming Black Friday sales frenzy, contrasting brands embracing the hype with those choosing alternative strategies. Finally, we provide an update on the Wicked movie's marketing success.

Timestamps

• 00:00 - Introduction
• 01:30 - AllPlants Case Study
• 15:00 - Black Friday Marketing Strategies
• 25:00 - Wicked Movie Marketing Update
• 35:00 - Key Takeaways & Actionable Steps

Get the show notes:

Head of PPC at Exposure Ninja, Tom Goodwin, chats to Tim Cameron-Kitchen about the main PPC mistakes we see businesses make and how you can fix them or avoid them altogether.

Timestamps

00:00 — Intro 01:37 — Not Bidding On Your Own Brand 07:01 — Ignoring Quality Score 13:47 — Spelling Errors 16:36 — Sending People to 404 Errors 19:58 — Offers That Expire 22:00 — Not Using Audiences 27:40 — Not Using Broad Match 34:14 — No Performance Max or Only Performance Max