Fatrank Podcast

James Dooley: If you are a company in Dundee and looking to grow in 2026 but unsure which digital marketing strategies you should be using, you might be asking whether you should focus on AI visibility, partner with a Dundee-based SEO agency, work with a PPC agency, or explore other options. Today, I am joined by Kazra. Before we go into the different strategies, what advice would you give to business owners in Dundee?

Kazra Dash: We are going to cover a range of marketing strategies that Dundee businesses can use. Some will work for your company and some will not, so you need to choose what fits. Before spending any money, you need to set up KPIs.

Kazra Dash: You need to know how much you are spending on each channel, whether that is Facebook ads, PPC or anything else. You also need to track how many leads each channel generates.

Kazra Dash: Then you need to measure the contact rate. If you generate 15 leads, how many can you actually reach? Finally, you need to track how many of those contacted leads convert into paying customers.

Kazra Dash: Once you understand those numbers, your marketing becomes predictable because you can scale what works and stop what does not.

James Dooley: The first strategy for Dundee businesses is branding or brand SEO. You need to look strong online and build a solid reputation.

James Dooley: Everything starts with your search engine results page. When your brand looks credible, it improves conversion rates across paid ads and social media because people trust what they see.

James Dooley: Branding is the foundation of all digital marketing.

Kazra Dash: The next strategy is AI visibility. More businesses are paying attention to this. You need to know what platforms like ChatGPT, Claude, Gemini, Grok and Perplexity say about your business.

Kazra Dash: You also need to compare that with competitors and improve your positioning. This is often called AI SEO, GEO or LLM optimisation, and it will play a major role in 2026.

James Dooley: Another option is working with performance-based lead generation companies such as Fat Rank or Promo SEO.

James Dooley: You should generate your own leads, but outsourcing part of your pipeline creates diversification and reduces risk.

Kazra Dash: Google Business Profile is another key area. This is local SEO through Google Maps where you build your listing and collect reviews.

Kazra Dash: The benefit is consistent leads once you rank. The challenge is building enough reviews to compete if others already have strong profiles.

James Dooley: If you operate locally, you need to be visible on maps. You also need to take an omnichannel approach.

James Dooley: Organic SEO is essential. You should build service pages and content targeting your locations.

James Dooley: Strong content, topical authority and backlinks improve rankings because search engines prioritise relevance and trust.

Kazra Dash: Organic social media is also important. It works as a numbers game.

Kazra Dash: Posting occasionally will not generate leads. You need consistent content such as guides, how-to posts and before-and-after examples. Posting several times per week increases visibility because more content reaches more people.

James Dooley: Paid social ads build on that. If you are already creating content, you should boost it with a small budget.

James Dooley: You can promote case studies, reviews and awards. Retargeting ads also work well because they re-engage users who have already visited your site.

James Dooley: Platforms include Facebook, Instagram, YouTube, Pinterest and Reddit. Paid social is still underused, which creates opportunity.

Kazra Dash: PPC is another major channel, but results vary.

Kazra Dash: Some businesses waste large budgets, while others scale successfully. The difference comes down to setup.

Kazra Dash: You need strong negative keyword lists, click fraud protection, high-converting landing pages and a fast sales response. Without these, PPC will fail.

James Dooley: PPC can generate leads quickly, but poor execution leads to wasted spend.

James Dooley: Looking ahead, paid ads on AI platforms could become important. ChatGPT and similar tools are likely to introduce advertising.

James Dooley: Early adopters will benefit because lower competition leads to cheaper enquiries.

Kazra Dash: Forums like Reddit and Quora also play a role. They can generate brand mentions and recommendations.

Kazra Dash: While you cannot fully control them, encouraging customers to leave reviews increases visibility and trust.

James Dooley: These platforms are also cited in AI results, which strengthens your AI visibility.

James Dooley: Finally, trades platforms such as Checkatrade, Bark, Rated People and MyBuilder can generate leads.

James Dooley: You need to track KPIs and return on ad spend across all channels. If something is profitable, you scale it.

James Dooley: Lead generation companies can also provide volume through SEO, PPC or social. If they deliver a positive return, they are worth using.

James Dooley: The key is diversification. Relying on one channel creates risk, while multiple channels create stability and growth.

James Dooley: Make sure you consider services like Fat Rank and Promo SEO as part of your 2026 strategy.