ABOUT THIS EPISODE
In this episode of The Six Sells Podcast, Mike Nicholson is joined by Yommi Alake from Allwyn, operator of The National Lottery, to discuss the future of search marketing, AI visibility, app marketing and practical AI automation.Yommi explains why even household-name brands need paid search and organic SEO, how marketers can reach customers searching for products rather than brands, and why relevance is fundamental to successful search campaigns.The conversation explores Answer Engine Optimisation (AEO), also known as Generative Engine Optimisation (GEO), and what businesses can do to improve their chances of being cited by ChatGPT, Perplexity, Claude and Google's AI Overviews.Yommi also shares his perspective on how AI is changing search traffic, why SEO fundamentals still matter, and how blog content, FAQs, structured data and YouTube videos can support AI search visibility.Mike shares how Six Sells has approached AEO and why LLMs have become the company's biggest source of new business enquiries.The discussion then moves into mobile app marketing at The National Lottery, including Apple Search Ads, customer acquisition, conversion and the responsibilities involved in marketing regulated products.Finally, Mike and Yommi explore agentic AI, the difference between AI tools and AI agents, and how businesses can automate repetitive workflows to save time.Topics discussed include:- Why established brands still need paid search and SEO- How ChatGPT and AI Overviews are changing search behaviour- SEO vs AEO vs GEO: what's different and what stays the same?- How to track AI citations and competitor visibility- Why FAQs, evergreen blog posts and YouTube matter for AI search- Measuring AI referral traffic and LLM-generated leads- Apple Search Ads and mobile app acquisition- Responsible marketing and advertising restrictions at The National Lottery- AI agents, MCP connections and workflow automation- Measuring AI ROI through time saved and error rates- The challenges of AI token pricing and usage limitsKey questions answered:How do you optimise your website for ChatGPT and AI search engines?Is traditional SEO still relevant in the age of AI?How can brands get cited in AI-generated answers?Can AI agents automate marketing reporting and CRM tasks?How should businesses measure the ROI of agentic AI?If you work in marketing, digital advertising, SEO, adtech or AI, this conversation offers practical perspectives on adapting to changing search behaviour and making AI useful within your business.What is The Six Sells Podcast?The Six Sells Podcast is for people working in marketing, media, advertising, adtech and technology. There are over 150 episodes (and counting), and the biggest episodes have achieved 30,000 views across all platforms. Want to get in touch? Email hello@sixsells.co.ukWho is Six Sells?Six Sells is a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology.Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers.Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web.We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise.Website: https://www.sixsells.co.ukContact: hello@sixsells.co.uk
