In this episode of The Digital Marketing Podcast, hosts Daniel Rowles and Ciaran Rogers return with a fresh round of insights and hands-on tools to help digital marketers adapt and experiment in the evolving AI-driven marketing landscape.

From Google's AI Max campaigns to the explosion of generative engine optimisation, Daniel and Ciaran unpack the shifts happening across search, paid media, and SEO. This isn’t just another roundup of shiny tools, this episode explores how to think strategically about the role of AI in search, the real impact on your organic performance, and the mindset required to stay ahead of the curve.

AI Max Campaigns in Google Ads
Discover how Google’s new AI-powered campaign structure is changing the game. It’s not just another bidding strategy, it’s an integrated layer that leverages keywordless signals, context, and user behaviour across Google properties to personalise campaigns. Learn why separating these into siloed budgets might actually hinder performance and what you need to consider before rolling out.

The Vanishing Organic Click
While impressions are up, clicks are down. Daniel shares Target Internet’s own data showing a drop in organic click-through rates and explains why Google’s AI-generated answers, Reddit posts, and video content are pushing traditional organic listings further down the page.

LLM Refs and the New SEO Frontier
With AI overviews, ChatGPT, and other LLMs becoming key discovery engines, how do you make sure your brand shows up? The hosts explore LLMRefs, a tool that shows how different brands are ranking across major AI models, and reveal just how fragmented and competitive this new landscape is.

Structured Data, Schema & the Knowledge Graph
Daniel and Ciaran highlight the importance of schema markup and entity relationships in Google’s Knowledge Graph, using tools like the Knowledge Graph Explorer to demonstrate how Google perceives your brand and its connections. If you're not surfacing in the right contexts, it could just be due to a missing link, literally.

Search Engine Optimization ≠ Generative Engine Optimization
The hosts challenge the idea that SEO principles remain unchanged in the world of AI. With so many variables, location, devices, user intent, history, and model-specific behavior, your approach needs to be more agile and nuanced than ever.

Performance Max and AI Max are now core to Google Ads - understanding signals and context is essential

Organic traffic is declining, but impressions may still rise - CTR is the new battleground

You can’t game the system anymore with a few smart keywords; LLMs require strong content, schema, and reputation

The tools are out there - you just need to experiment, validate, and iterate

Don’t fall into the trap of “a little knowledge” - simplifying complex changes leads to bad decisions

AI models aren't clairvoyant - you need to structure and declare your content clearly

📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/tips-and-tools-special

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In this episode of The Digital Marketing Podcast, Daniel Rowles and Ciaran Rogers explore one of the most transformative shifts in digital marketing: the arrival of ChatGPT Agent and the rise of agent-based AI.

No longer just about generating content, AI is now taking action on our behalf, logging into websites, filling out forms, analysing data, creating content, and even posting to platforms like LinkedIn. It’s here now, and it’s changing how marketing teams work from the ground up.

Daniel shares his firsthand experiments with ChatGPT Agent, from connecting it to Canva to create and publish carousel posts, to testing its ability to analyse his entire LinkedIn history and recommend strategies for future content. While the possibilities are jaw-dropping, the hosts also explore the risks, security concerns, talent pipeline challenges, and the long-term implications for marketing roles.

What agent-based AI really is and why it’s different from traditional AI chat tools

How ChatGPT Agent combines deep research, web browsing, and autonomous task execution

Real-world test cases, from generating content to posting directly on LinkedIn

Why prompt quality and structure are more important than ever

The security and compliance risks of connecting agents to business systems

How agent-driven automation could replace many junior marketing tasks

Why agility and learning culture are now critical for businesses to survive disruption

The ethical and strategic questions marketers need to face around job design and human oversight

The discussion goes beyond technology to look at the human side of digital marketing. Daniel and Ciaran debate the future of junior roles, how companies can avoid gutting their talent pipelines, and why brands that lean into humanity, creativity, and trust may stand out in an AI-driven landscape.

ChatGPT Agent is a genuine step change, going from AI that suggests, to AI that does.

Marketing teams can gain huge efficiency, but must double-check outputs and guard against overreliance.

Security is now a critical concern, as agents gain access to business-critical systems.

Junior marketing roles are at risk, companies must balance efficiency with long-term talent growth.

Building an agile learning culture is the best defence against AI disruption.

📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/chatgpt-agent-and-the-future-of-digital-marketing

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In this episode of The Digital Marketing Podcast, hosts Daniel Rowles and Ciaran Rogers explore one of the most pressing questions facing marketers today: what does SEO look like in a world dominated by AI search and generative answers?

With Google rolling out AI Overviews and AI Mode, and tools like ChatGPT and Gemini changing how people search, the rules of SEO are shifting fast. Some publishers report traffic drops of up to 60%, while others in e-commerce are holding steady. So is SEO really dead, or just evolving into something new?

Daniel and Ciaran dig deep into what’s happening, separating hype from reality and providing clear, practical advice for marketers trying to adapt. They explain why understanding Generative Engine Optimization (GEO) and AI Overviewsn (AIO) is critical, and how you can stay visible when clicks are disappearing.

Why AI Overviews are changing user behaviour, and pushing organic results further down the page

How share of voice and brand sentiment are becoming as important as traditional ranking factors

Why advocacy and positive online mentions may now trump old-school keyword tactics

The growing importance of Wikipedia, Reddit, and forums in shaping AI-driven answers

Why updating and referencing your best content is more powerful than ever

How no-click searches are rewriting what “success” looks like in SEO

Practical ways to benchmark your visibility

Why prompt-like queries and longer conversational searches are the new normal

How to build trust through Google’s E‑E‑A‑T principles (Expertise, Experience, Authoritativeness, Trustworthiness)

The Future of SEO Episode Mindmap

The hosts also explore pitfalls to avoid, from snake-oil SEO sales pitches to rushing into poorly thought-out Wikipedia pages that could backfire. They emphasise a smarter, evidence-based approach: focusing on authenticity, advocacy, and quality content that’s updated, referenced, and truly useful.

SEO isn’t dead, but competing for the top three AI-sourced links is tougher than ever.

Building advocacy and brand mentions is critical to visibility in AI search.

Quality and authenticity (with evidence and references) beat quantity every time.

Think conversational: searches are getting longer, more natural, and more complex.

Following Google’s E‑E‑A‑T framework is the best hedge against AI-driven disruption.

If you’re a marketer, publisher, or business owner trying to make sense of the shifting SEO landscape, this episode provides both clarity and actionable steps to future-proof your strategy.

📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/the-future-of-seo

📩 Join the free newsletter for access to monthly live sessions: https://targetinternet.com/newsletter