D2C Diaries
Join Olly Hudson and Loukas Hambi in a laid-back yet insightful podcast, where we dive into the heart of D2C and e-commerce. With a combined experience of managing over £150 million in ad spend across Meta and TikTok and helping scale over 200 brands, we bring you a digestible blend of performance, operational, and creative wisdom.
D2C Diaries
SEO Playbook for Ranking in ChatGPT & AI Search in 2026 | Thomas Phillips
🚨🚀 If you're a brand spending £100K/month, we'll run your ads. Apply for your growth audit here: https://eu1.hubs.ly/H0p-Mxb0
SEO made £13.9M. ChatGPT made £175K. So why is everyone chasing AI?
In this episode, Olly sits down with Thomas Phillips, founder of DTC SEO Agency and a veteran of 17 brand exits, to cut through the noise around AI SEO.
Tom breaks down how one of their clients generated £175K in revenue from ChatGPT at a 19.7% conversion rate, yet that same brand made £13.9M from traditional SEO in the same 90-day window. The kicker? The strategy behind both is almost identical.
From backlinks and content depth to digital PR and entity trust, Tom explains why the fundamentals of ranking haven’t changed. AI has just added a shiny new label. If you're chasing AI visibility without nailing your SEO baseline, you’re prioritising tactics over foundations.
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We're excited to share that we are hiring creative strategists to join the UK's number one independent meta-agency, as recognised by Meta. Our team is known for being curious, innovative, and fast-growing, and we work with leading D2C brands like Heights, Mindful Chef, and Space Good 47 Skin. If you're interested in being part of our dynamic team, please send me an email loukas@hambimedia.co.uk
From the team behind Soar With Us and Hambi Media: http://www.soarwithus.co/
00:00:00 Intro to Thomas Phillips
00:04:30 The journey to 17 brand exits using SEO
00:07:50 Starting the DTC SEO agency
00:09:20 The rise of AI SEO and how to track it
00:14:00 AEO vs GEO: The 2 types of AI SEO
00:15:55 How to rank in Google’s AI Overviews
00:18:00 Why long-tail, question-based content still wins
00:22:35 How brands are ranking in AI search
00:25:45 How to get unbiased ChatGPT rankings
00:27:15 An increase in branded searches
00:28:40 Shopify X ChatGPT integration
00:30:10 How to rank long-term in AI search
00:32:00 Link building and credibility still drives SEO
00:42:20 SEO fundamentals top brands are doing
00:45:15 Where newer brands should start with search
00:49:10 The future of AI search + DTC landscape
00:57:25 AI usage across content
01:00:35 Key takeaways of AI SEO
Follow Tom:
https://www.instagram.com/thomasmrphillips
https://www.linkedin.com/in/tomphillipsofficial/
https://x.com/thomasmrp
https://www.dtcseoagency.com/
Follow Olly on socials:
LinkedIn: https://shorturl.at/kPrqO
Twitter: https://x.com/oliverwhudson
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