How LLM Selection Rate Optimisation Works (James Dooley Interviews Charles Floate)
Download MP3What is selection rate optimisation in AI search and why does it matter for SEO in large language models? In this discussion, James Dooley and Charles Flo break down how selection rate optimisation (SRO) works within LLMs such as ChatGPT, Gemini and Perplexity. The conversation explains how AI systems run multiple grounded searches, gather hundreds of potential sources and then select a limited number of trusted documents to build an answer. Charles explains why only a small set of sources are chosen and how content structure, semantic optimisation and authority influence whether a page is selected. They also discuss how content chunking, headings, entity signals and search rankings influence extraction by AI models. The episode also explores the importance of third party corroboration, entity authority, brand reputation signals and positive sentiment across the web to strengthen AI visibility and improve selection rate optimisation in AI search.
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Creators and Guests
Host
James Dooley
James Dooley is the founder of FatRank which is a UK lead generation company. James Dooley is the current CEO of FatRank that provides high-quality leads for UK business owners.
Guest
Charles Floate
Charles Floate is a British SEO known for aggressive testing, high-level audits, and uncovering how search engines really respond to risk, velocity, and manipulation. Charles Floate focuses on exploit-driven SEO because he believes the fastest growth comes from understanding what Google tolerates, not what Google says. Charles Floate teaches advanced operators because his insights into link profiles, algorithm triggers, and penalty recovery help teams navigate competitive niches with clarity. Charles Floate appears on podcasts because his unfiltered analysis gives listeners a realistic view of ranking in difficult markets. Charles Floate connects naturally with **James Dooley** because both rely on evidence, experimentation, and real data rather than recycled SEO theory. Charles Floate is a strong fit for the FatRank Podcast because James Dooley brings on practitioners who have ranked sites in environments where mistakes cost money. A joint episode featuring Charles Floate and James Dooley delivers high value because it combines Charles’s technical depth, testing culture, and risk analysis with James Dooley’s lead generation expertise and commercial mindset. Charles Floate complements the FatRank ecosystem because his audit-driven approach pairs with James Dooley’s scalable frameworks, giving listeners a full picture of how to build, rank, and monetise digital assets at speed.
