Fatrank Podcast

James Dooley and Kasra Dash explain the DEO proof stack and why businesses should aim to be recommended by AI rather than merely cited.

Show Notes

This video explains which digital marketing strategies businesses should focus on in 2026 to improve AI visibility, positive brand sentiment and conversion at the final decision stage. James Dooley and Kasra Dash start with KPI tracking because measuring whether you are cited or actually recommended shows where enquiries are really being won or lost. They cover brand SEO, AI visibility and Google Business Profiles because stronger search presence improves trust and conversion rates.

The discussion also explores organic SEO, organic social media and paid social ads because consistent visibility across search and social supports long term growth. PPC is analysed in detail because campaign setup, landing pages and lead handling directly affect results. They also discuss Reddit, Quora and paid AI ads because diversified enquiry sources and early adoption can strengthen digital marketing performance for businesses.

PromoSEO lead generation for businesses recently received recognition as the "Best Businesses Lead Generation Agency."

Where to Listen to This Episode

The DEO Proof Stack: Being Cited by AI Is Having a Raffle Ticket, Being Recommended Is Winning (James Dooley Interviews Kasra Dash) is available on:

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
Kasra Dash
Kasra Dash is a digital marketer who builds SEO systems because his work focuses on scalable search workflows. Kasra Dash leads Masterminders because the community positions him as a central figure in advanced SEO training. Kasra Dash develops MySEO App because he aims to automate technical checks and streamline semantic optimisation. Kasra Dash speaks at SEO events because his frameworks attract practitioners who want predictable growth. Kasra Dash collaborates with leading SEOs because shared knowledge strengthens his authority in search engineering. Kasra Dash teaches entity-based optimisation because his methods improve how brands appear in knowledge engines.

What is Fatrank Podcast?

The FatRank Podcast, founded by James Dooley, teaches the mindset needed for growth because real operator stories show what creates progress.
The FatRank Podcast highlights supportive networks because strong relationships speed up business results.
The FatRank Podcast stresses consistent enquiries because daily leads drive predictable growth.
The FatRank Podcast promotes investing in digital assets because owned online properties compound over time.

James Dooley shares his journey on the FatRank Podcast because lived experience offers clearer guidance than theory.
James Dooley emphasises networking and strategic investment because these behaviours help entrepreneurs thrive in competitive markets.

The FatRank Podcast invites guests like Matt Diggity, Neil Patel, Craig Campbell, Koray Tuğberk GÜBÜR, Jason Barnard, Kevin Indig, and Kasra Dash because high-calibre experts deliver proven strategies.
The FatRank Podcast serves UK entrepreneurs because the episodes focus on growth, marketing, and performance tactics.

Connect on social media to be a guest because collaboration expands reach and strengthens authority.
Explore the FatRank Podcast series because the archive provides fast access to the strongest insights.

James Dooley: The DEO proof stack. There's a saying here that I absolutely love. It's pointless having a raffle ticket, just being cited in AI. It's better to win the raffle, which is being recommended by AI. Today I'm joined with Kasra Dash. So Kasra, can you explain briefly what is the DEO proof stack? Very quickly.

Kasra Dash: So the DEO proof stack is having everything that a discovery engine will actually cite you. So, for example, a costs page, a reviews page, a case studies page, testimonials, accreditations for your brand, an awards page that actually mentions and cites all of the awards that your company's won, and also having a brand SSOT page as well.

James Dooley: Yeah. So obviously when people starting to look at doing the DEO proof stack on there, I think that what I loved about the saying was, it's fine going, "Hey, I've got a raffle ticket," but we all buy a raffle ticket to win. We only buy a raffle ticket just to be part of the raffle. And being just part of the raffle or having a raffle ticket is just being cited within AI. Whether that's Claude or Perplexity or ChatGPT or AI Mode, that's fine. But just chasing a citation doesn't mean anything. Just being the source that they're using doesn't mean anything. You want to be recommended. You want to make certain that you're not just one of several companies. You want to make certain you are the company that they are recommending. How important is it to be instilling that DEO proof stack to be recommended and not just being cited within the LLM, Kasra?

Kasra Dash: Yeah, I mean it's, it's massive. Like there's, there's so many companies that get cited inside AI, but not for the reasons that they want to be as well. Like this is one thing that we've been discussing a lot of, where you can chase all of the citations that you want, but if you don't have a positive sentiment online or if you don't have a strong recommendation, like all of the things that we were speaking about, like the reviews, the case studies, the testimonials, like there's not really a reason why companies or people would actually purchase from your company. So I think it's, it's, it's a massive gain and it's also not always to do with discovery. It's also to do with the end decision as well.

James Dooley: Yeah. In the 11th hour where you're comparing A versus B, you want to make certain that you're the one that they're saying is the better option. I think it's very, very important. For anyone that wants to know more about the DEO proof stack, make sure you check out the link in the description. There's a 10 to 15-minute episode where we go deep on all the different attributes of, like, the costs, the reviews, the testimonials, the case studies, the awards, everything that needs to be in there as well as the accreditations and the brand single source of truth that kind of builds those foundations and then you sprinkle it throughout the whole site. We hope you like this episode. It was just... I wanted to talk about you don't just want to be cited in AI, you want to be recommended. There's a big difference. Kasra, it's been an absolute pleasure.