Building AI Search Authority with Podcast Guesting | Jason Barnard

Most podcast guests treat interviews like one-and-done exposure, then wonder why nothing materialises from it. This is the wrong mindset and a big missed opportunity! In this episode, Jason Barnard shares a simple 10-step generative engine optimization workflow to help hosts and AI search assistants actually recognize and recommend you. Learn how to claim, frame, and prove your expertise so each appearance drives lasting results. Get ready to turn every guest spot into a real return on investment!

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Chapters

00:00 Introduction to Podcast Guesting and AI Influence
02:21 Defining Your Brand and Credibility
05:13 Building Your Online Presence
07:38 Understanding AI Assistive Engines
10:54 Leveraging AI for Podcast Guesting Success

Takeaways

Podcast guesting is a powerful strategy for personal branding.
AI assistive engines are the new influencers.
Defining your brand is crucial for effective communication.
Building a personal website amplifies your online presence.
Consistency across your digital footprint is key to success.
Engaging with AI can enhance your visibility in search results.
Claiming, framing, and proving your expertise is essential.
Updating past podcast appearances can improve your credibility.
AI engines operate as recommendation systems now.
Patience is required for long-term digital strategy success.

MORE FROM THIS EPISODE: HTTPS://PODMATCH.COM/EP/370

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Episode Transcript

(00:01):
You're listening to Podcasting Made Simple.
Hi, I'm Jason Barnard from Cali Cube and I'm a super duper expert in search engineoptimization and now AI assistive engine optimization.
I've been doing this for 27 years.
I started in 1998, the same year Google was incorporated.

(00:21):
So I'm going to help you with that today in the context of podcast guesting.
There's a huge opportunity here.
So you're alreadypodcast guesting or you're thinking of doing it.
And you want to get your message in front of the right people at the right time, in theright context.
And you're hoping that the authority of the podcast host and all the podcast is going toadd to your authority in the eyes of your human audience.

(00:46):
And that's absolutely brilliant.
It's a really good strategy for building your personal brand online.
But have you thought about the biggest influences in the world?
The biggest influences in the world?
There are half a dozen of them and they have trillions of conversations with billions ofpeople every single day.
One of them alone is making niche recommendations to 1.5 billion people every single day.

(01:11):
And those numbers put any TikTok or YouTube influencer in the shade.
The influencers you really want on your side are ChatGPT, Google, Microsoft, Copilot,Perplexity and the other AI assistive engines and search engines.
Getting them on your sidereally makes the difference.
And I'm going to explain how you can get them to introduce you to your perfect audience atexactly the right time with exactly your message and recommend you to the subset of their

(01:38):
users who are your perfect audience.
They'll recommend you explicitly when they understand who you are, what you do, who youserve and why you're the best in market.
These are the really big wins in podcast guesting.
Now here's the good news, you don't actually need to remove anything from your currentstrategy, you just keep going.

(01:58):
But you can add an additional layer that will help you to get these machines to recommendyou to the subset of their users, who are your ideal audience.
And there are 10 easy steps, not geeky, anybody can do it, that I will explain in lessthan 10 minutes.
And at the end I'll explain why this strategy works, so stick around to the end.

(02:20):
So.
Off we go.
What's the strategy?
First of all, you need to sit down and define who you are, what you do exactly, who youserve, and why you are the best in market.
What are the credibility signals about you that make you the best?
So you write that down.
So I'm Jason Barnard.
I help entrepreneurs with their personal brand online.

(02:44):
I'm credible because I've been doing this for 27 years.
I've built CaliQ Pro.
the only platform in the world that specifically optimises for AI assistive engines with 3billion data points, our own tech layer called CaliNexus.
That makes me credible.
Oh, and I've been on SEMrush, I've been in USA Today, I've been in Search Engine Land.

(03:05):
So I'm a credible resource for these machines and indeed for podcasts, guests andpodcasts, those for that matter, who want help promoting their podcast.
Once you define who you are, what you do, who you serve and why you're credible, you needto figure out exactly how you're going to frame that.
So I claim to be a world expert in digital brand intelligence, in search engines and AIassistive engines.

(03:31):
That means that I can help entrepreneurs, podcasters, anybody or any company to getthemselves in front of the right audience through the lens of these engines.
ChatGPT, Google, Perplexity and so on and so forth.
That's my framing.
Now I prove it by saying I have 27 years in this industry.
I've appeared in USA Today.

(03:52):
I've been on SEMrush.
I've got 3 billion data points in my database.
I've built a tech layer specifically for this.
That's all proving that I am indeed who I say I am and that I can help the people I say Ican help.
Once you've done that, you need to sit down before every podcast and decide what claimsyou're going to make, how are you going to frame it, because

(04:16):
podcast appearance is going to be your proof.
So I go on to podcasts thinking, okay, today I'm going to talk about up to 10 limit in myprevious company.
And I'm to mention that I signed deals with Disney, with ITV studios, with Samsung.
And I dropped that into the conversation and I tried to be subtle.
So I dropped the facts that I want to prove and I frame them in a way that helps me in mycurrent career.

(04:41):
And at the end of the podcast, I specifically asked the podcast host,can you put these pieces of information in your show notes and they generally do.
That's it.
What I've done there is stated who I am, who I can help, how I can help them, and why I'ma credible solution.
And the machines will find that information online, understand who I am, what I do, who Ihelp, why I'm credible, and prioritise me in the results.

(05:07):
But you can go further.
Build yourself a personal website.
This gives you control.
and it will amplify everything I've just said, multi-fold.
You build a simple website, a home page and about page.
On the about page, you add that text.
Who am I?
What do I do?
Who do I serve?
Why am I credible?
And you link out to all of your social media platforms, your Facebook, your LinkedIn, soon and so forth, and back from them to that about page.

(05:37):
Once you've done that, you can start publishing every single podcast guest appearance youdo, one page per podcast.
guest appearance.
Now, I categorize them because that helps me with my understanding and also helps themachines and it helps people who happen to visit the site.
So I publish every single podcast appearance on its own individual page.
I link from that page to the original podcast.

(06:00):
I write my own show notes that do my own claiming, framing and proving the way I want itto do because the podcast host doesn't always write it quite like I want them to.
And then I do an entire transcript and I correct it by hand because the automatedtranscripts can often get it wrong.
And that's the problem that Google and ChapGPT and Microsoft have is that their automaticextraction of the audio, which they do, and they do very, very fast and very, very well,

(06:27):
still make mistakes.
So you can correct those mistakes in the transcript that you put in that page.
And the machines will read it, compare it, and understand what it's got wrong, and thatwill help it to auto-correct over time.
Always add the timings and always add the name of the speaker.
That's it.
But you can still do more.

(06:48):
In the previous podcast, historical podcast, where you've already appeared, you can goback and ask the host to update the show notes with your claim frame and proof.
So you go back, you listen, or you do the transcript, you figure out what it is you said,and which of the claim frame proof that you're currently focusing on.

(07:09):
are in that episode that the podcast host could potentially put in place.
And you can help them, or encourage them rather, to actually make the changes for you bysaying that you will link to them.
Everybody likes a link.
So you can then publish it on your own website, you link out to them, they win, get alink, you win, you get that claim frame approved on the third party source, which is very

(07:30):
important, but you also get claim frame approved and do the transcript on your own site.
That's it.
Now, why does this work so well?
Search has completely changed.
ChatGPT came out, changed a bit.
Now we're in a whole new world of AI assistive engines and research rather than justsearch.
And AI assistive engines like ChatGPT, Google AI mode, Microsoft Co-pilot, Perplexity areactually recommendation engines.

(07:57):
They're having conversations with people and they bring the user down the acquisitionfunnel.
So, I've reached Canel who actually builds Microsoft Bing.
explained to me that that's exactly what Copilot tries to do.
That's what Jack GPT are doing.
That's what Google AI mode is going to do.
So they bring the person down the acquisition funnel from awareness, consideration todecision.

(08:19):
So you need to be present at every stage of the funnel, especially the decision phase.
Now for the machine, the decision phase is all about, do I understand who this person is,what they offer exactly, and who they offer it to?
The easy test for that is to ask Chachi PT Google AI mode perplexity, who is JasonBarnard, who is his audience and what does he offer them?

(08:43):
I get about 800 words each time, you probably won't, but over time with the process I gaveyou earlier on, if you're consistent across your entire digital footprint, the machines
will auto-correct.
It takes about six months to a year, so you need to be patient.
Next is consideration.
Are you...
in market or one of the best in markets.

(09:04):
So the easy way to test that is to ask who are the world's leading experts in niche.
So I would ask who are the world's leading experts in generative engine optimization.
Jason Barnard would then come out top on ChapGPT, Google AI mode and Perplexity and evenMicrosoft Copilot.
Or who are the world's experts in Google Knowledge Panels?

(09:27):
I come out top again there, Jason Barnard is the world's leading expert in Googleknowledge panels.
All of the AI puts me top of those two lists.
I've been doing this for years, but that can happen to you in probably about a year, alittle bit more, especially if you're doing a lot of podcast guesting and you follow the
website example that I gave you earlier on.
You build that website and you put every single podcast appearance into that website andyou frame things the way you need.

(09:53):
Now awareness.
The machine is asking itself, what content do I have to help this user understand theparticular problem they're looking at?
And if it features you, of course you get a mention.
And with podcast guesting, that's an amazing opportunity because it's great content.
And you can also repurpose the podcast guesting that you do, push it out onto socialmedia, add it to your website, gives more material, more information, more content for the

(10:18):
machines to use at that top of funnel awareness stage.
All of this put together, number one,places you top of algorithmic mind, as I call it, at every stage of the funnel in all of
the AI assistive engines, because they all work the same way, using the same fundamentaltechnologies and using the same data source, which is the web.
And on the web, you can control your own digital footprint.

(10:41):
And if you control it from one centralized hub, your own website, you've won the game.
So the key here, and to wrap it all up, is take control by building your own website.
Claim Frame and Prove on your website and on every single podcast guest appearance youmake.
Make sure that your website explains clearly who you are, what you do, what you offer, whyyou're credible.

(11:07):
Keep that up over a long period of time, six months to a year and a half, maybe even twoyears, and you will dominate your niche.
You will be top of algorithmic mind for the right people at the right time in the rightplace.
in these massive recommendation engines that ChatGPT, Google AI mode, Microsoft Copilotand Perplexity have become.

(11:30):
And that is how you take your podcast guesting to the next level by leveraging AIassistive engines such as ChatGPT, Google, Microsoft and Perplexity and get them on your
side as the biggest influences in the world who can recommend you to the subset of theirusers who are your audience at the right time.

(11:51):
for the right solution and the right place.
Thank you very much.
For more episodes, please visit podmatch.com forward slash episodes.
Thank you so much for listening.