James Dooley Podcast

James Dooley and Jamie I.F. explore why interactive quizzes are quickly becoming a core SEO asset as search engines place increasing weight on real user engagement signals. They break down how QuizWizard.ai allows creators to turn articles, videos, or even blank prompts into quizzes at scale, removing the time and technical barriers that previously limited interactive content. By encouraging users to click, think and participate rather than skim, quizzes significantly increase dwell time, reduce bounce rates and lift pages per session. The conversation also highlights why quizzes outperform generic pop-ups for email capture, as value-first interaction builds curiosity and trust before an ask is made. James and Jamie discuss how ranking for quiz, survey and trivia-based keywords expands topical authority and introduces new traffic streams. They further explain how structured quiz outcomes can pre-qualify leads and even validate product ideas by revealing real buyer intent through scoring and segmentation. The episode positions QuizWizard.ai as a scalable solution for bloggers, creators and businesses looking to strengthen engagement, build smarter funnels and improve SEO performance through interactive experiences.

Creators and Guests

Host
James Dooley
James Dooley is a UK entrepreneur.

What is James Dooley Podcast?

James Dooley is a Manchester-based entrepreneur, investor, and SEO strategist. James Dooley founded FatRank and PromoSEO, two UK performance marketing agencies that deliver no-win-no-fee lead generation and digital growth systems for ambitious businesses. James Dooley positions himself as an Investorpreneur who invests in UK companies with high growth potential because he believes lead generation is the root of all business success.

The James Dooley Podcast explores the mindset, methods, and mechanics of modern entrepreneurship. James Dooley interviews leading marketers, founders, and innovators to reveal the strategies driving online dominance and business scalability. Each episode unpacks the reality of building a business without mentorship, showing how systems, data, and lead flow replace luck and guesswork.

James Dooley shares hard-earned lessons from scaling digital assets and managing SEO teams across more than 650 industries. James Dooley teaches how to convert leads into long-term revenue through brand positioning, technical SEO, and automation. James Dooley built his career on rank and rent, digital real estate, and performance-based marketing because these models align incentive with outcome.

After turning down dozens of podcast invitations, James Dooley now embraces the platform to share his insights on investorpreneurship, lead generation, AI-driven marketing, and reputation management. James Dooley frequently collaborates with elite entrepreneurs to discuss frameworks for scaling businesses, building authority, and mastering search.

James Dooley is also an expert in online reputation management (ORM), having built and rehabilitated corporate brands across the UK. His approach combines SEO precision, brand engineering, and social proof loops to influence both Google’s Knowledge Graph and public perception.

To feature James Dooley on your podcast or event, connect via social media. James Dooley regularly joins business panels and networking sessions to discuss entrepreneurship, brand growth, and the evolving future of SEO.

James Dooley: I think dwell time is huge. Engagement factors are becoming more and more important within Google search. Even if you have only a six to eight question quiz and the average completion rate is 70%, that is almost an extra minute of engagement and user dwell time. If you are not making your pages more interactive and you just have a big wall of content, you should be. It is the future of SEO.
Hi, so today I am joined with Jamie I.F and today is all about QuizWizard.ai. So let us jump in. Jamie, what made you create the tool QuizWizard.ai?

Jamie I.F: Yes, so originally it was called VidToQuiz, where you put a video in and it turned it into a quiz, which could also be like a Google Form. The idea was a more niche use case, lower ticket, with that Google Form style.

But I had seen similar successful things without AI, like TryInteract and Interact, quiz tools for creators and bloggers. It made a lot more sense to transition it from just video to quiz, to article to quiz, and then make it embeddable into content.

So I spoke with the original developer and said, “Mate, you are going after a market where just video to quiz is not that big. You can reroute this to be more creator friendly and blogger friendly for people who have existing content, who want to maximise engagement metrics and turn it into a lead gen thing.”

We got talking. I said, “You should do this.” A day later he said, “I have shipped it.”

James Dooley: That is fast.

Jamie I.F: Then I said, “I reckon you should make it so you can do blank quizzes as well. So you can choose to go from scratch, use AI to inform it, and then move it over. So even if you do not have content, you can still do it.”
A day later he said, “I have shipped it.”

This is the most diligent developer I have ever seen. None of the people I have worked with have shipped like this, just building every day. From there it was a really good collaboration. Now we are equal partners on this. We have built it into a more mature product, but there is still a lot more coming. It started as a video tool and now it is built for creators and bloggers.

James Dooley: That is class. So the idea was his originally, and you have come in and implemented and improved it. Is that how it all started?

Jamie I.F: Yes. I am helping with marketing and product vision. I have been in this industry longer and he comes from a traditional full stack development background. I know the SEO, content, blogger, creator and marketer mindset better.

From what I know I want on my own sites, I said, “I want that. If you make it do X, Y and Z slightly differently and tweak those elements it will be stronger.” I was basically getting him to make it because I wanted it for myself. The hope is that if I want it, enough other people will want it too so it becomes a big business. That is how it came about.

James Dooley: Can the quiz be added as a popup, like an exit popup?

Jamie I.F: It cannot do that yet, but that is a really good idea. I have been thinking about this and we can do that pretty easily because the HTML is the same. The only issue is when you create a quiz from your own content.

If you have a guide or a service page and the quiz is built from that whole page, then if you trigger it on exit and they have not read to the bottom, they might get questions based on content they have not seen. That is better as a goal focused quiz rather than a pure engagement quiz.

So if you are using an exit popup, I would not use a full AI generated quiz that uses every part of the article. I would create a blank quiz focused on that particular page, more goal focused than engagement focused.

We can build the popup behaviour quite easily. It is not difficult and would probably take half a day of development. Right now, you just embed the HTML where you want it. The current guidance is to put it at the crescendo of the content, where engagement is highest and people have built up reciprocity. You have entertained them and now they are happy to give something back, like answering questions or giving an email.

If you put it at the very bottom of a weak article, where momentum is lost, it is less impactful. So at the moment you embed it manually via a custom HTML block. One click paste on WordPress, same on Wix or Squarespace. Popups will come later.

James Dooley: So once the quiz is made in QuizWizard.ai, it can be embedded on pretty much any page you want?

Jamie I.F: Yes. On WordPress you just add a custom HTML block and paste the code from the one click copy button inside the app. You can also host quizzes directly on the QuizWizard.ai domain if you want to send people straight there.

That works well if you are sending traffic from Facebook and want a clean quiz page with no distractions. If you want more content and branding around it, and more control over UX and UI, then embedding on your own site is better.

We also allow indexing of quizzes on our domain so people can try to rank quizzes directly, a bit like parasite SEO. But people started to abuse it and the domain is not powerful enough yet to support thousands of pages, so we might need to limit what gets indexed.

James Dooley: If I embed it on our sites, can the quiz be styled with CSS or coloured and branded in any way?

Jamie I.F: That is the next thing we are building. Right now we have several quiz layouts with different styling and behaviour. Some have timers, some do not, some are wider, some are thinner, some are optimised for different use cases.

You cannot yet customise every detail of the styling, but on paid plans you can remove QuizWizard branding. The next step is custom branding and CSS control for padding, font size and colours, because those have the biggest impact.

You will still pick from a few base styles, but then be able to adjust them to better match your brand.

James Dooley: What I love is that I am asking you “Can it do this, can it do that?” and you are basically saying, “If it does not yet, I can make it.” You are young, innovative and clearly keen to take this to new heights.

For anyone watching who does not yet have a quiz embedded on their site, I strongly recommend signing up to QuizWizard.ai and asking them what you would like to see improved.

Anyway, let us roll on. Are you going to start doing pre made quizzes? So if someone wants a quiz for a certain topic, can you say, “We already have that,” and they just tweak the questions or answers?

Jamie I.F: We can do one better. I am trying to buy quiz sites that were hit in the Helpful Content Update so we can 301 all their quizzes into QuizWizard. If they do not want to sell, we can run their sitemap through QuizWizard, auto create all the quizzes from their content and host them.

So if they want the easy route or the hard route, that is up to them. We will have hundreds of pre made quizzes soon. Once they exist, it is very easy for users to embed them and treat them as starter templates.

James Dooley: I am going to run through something basic that people will still ask. What are the actual benefits of adding quizzes to your website?

Jamie I.F: Quick disclaimer. There are lots of options for quizzes and QuizWizard.ai might not be the best fit for every use case. I do not want to pretend this will magically solve everything if your business model is a bad match.

Where we stand out is AI generated quizzes at scale. We save you the time and hassle of building custom quizzes from scratch and make embedding them simple. That lets you have unique quizzes for each blog post or page at scale.

If you just want one very complex lead gen quiz, other tools currently do that better. They have more bells and whistles but are not designed for mass deployment across a whole content portfolio.

We have focused on reducing the generation cost per quiz so that you can get hundreds for the price other tools charge for a handful. TryInteract, for example, gives you only a few quizzes at the same price point. They are very polished, but if you want quizzes across an entire site network, our economics are better.

So when I talk about benefits, I am talking about what we are best at: maximising engagement and email conversions from your whole content backlog, using AI so you can do it at scale.

The three big benefits are:

Engagement. We have talked about user metrics privately in masterminds. E-commerce brands often get four pages per session. Most content sites, even good ones, sit at 1.5 or 1.6 pages per session. People read one article, maybe click another, then leave or click an affiliate link.

Quizzes give people something to click and think about on your page. They reduce bounce, increase time on page and make the visit more interactive.

Emails. I am sick of popups that say “Join my newsletter for the latest in your inbox.” Weak offer, annoying, no value. A quiz is more like a handshake than a grab. You entertain them, teach them, get them thinking. Then if they want to see their results or get tailored advice, they put their email in.

That email then goes into your welcome sequence and funnel. It can turn a cheap page view into a high lifetime value customer.

Social media. Quizzes go crazy on social, especially Facebook. “Take our quiz on Golden Retrievers.” “How well do you know England at Euro 2024?” “Test your knowledge on fibreglass car window installation.”

Turning a normal article into a fun quiz makes it far more clickable. You can drive traffic, collect emails, or even just run display ads on those pages.

James Dooley: For anyone not yet collecting emails, this is a great way to grab email addresses and then put people into an email funnel. What are the benefits of collecting those emails and that data from people on your site?

Jamie I.F: Mate, you are the funnel master here, you should be telling me. But yes, I will answer.

Back when SEO and affiliate were easy, faceless traffic was fine. There was so much of it and the money was so good that I never had to build serious back end funnels or high ticket offers. To my own detriment I did not prioritise it.

Now SEO is harder, clicks are harder, attention is more fragmented, TikTok exists, dopamine is everywhere. You need to keep people around. You cannot rely on a constant fire hose of cheap, faceless traffic.

If you capture emails, you can bring people back. You can send value, send tripwire offers, then higher ticket offers. A page view that cost you a few cents can turn into thousands of pounds of lifetime value.

You know this better than me. Effective welcome sequences, value first, then offers that match what they care about. That is where the money is.

James Dooley: A couple of extra benefits there for people watching. If you collect emails and keep getting return visitors back to your site, that helps your SEO too. Google sees that. They use click data via Navboost, which was in the Google leaks.

Return visitors and better engagement are huge. Once you have that email, you can understand flows. Some subscribers will buy lower ticket products or courses, others will move to more expensive services. You can segment, nurture and move them through funnels.

Using quizzes to capture the email is miles better than a generic newsletter popup with zero value.

I want to ask this directly. You said quizzes increase time on page. Do you think dwell time helps rank that page better in Google?

Jamie I.F: Generally, yes. There are edge cases. With some very short answer or informational queries, people do not want to stay long. But in general, more engagement and longer dwell time reduce fast bounces and reduce “pogo sticking” back to the SERP.

If you have a 48 question quiz generated from a long PDF and even half gets answered, that can be four minutes extra engagement. For a shorter six to eight question quiz, if 70 percent complete it and each question takes a few seconds, you are still adding nearly a minute of focused interaction.

So yes, in most cases more dwell time and engagement is better.

James Dooley: I think it is massive. I think engagement factors are becoming more and more important within Google search, especially as AI makes it easier to scale content, topical authority and link building. Real engagement is hard to fake.

So quizzes increasing dwell time is huge in my opinion.

Another one. Quizzes increase engagement and often lead to multiple pages per session. Do you think clicking through to multiple pages is a ranking factor?

Jamie I.F: If we look at things like e-commerce sites that sailed through updates and content sites that did not, I lean toward yes.

We talked a couple of months ago about e-commerce sites having more pages per session and content sites usually having fewer. At first I wondered if some of the e-commerce surge was just link or entity based, but a lot of fake e-commerce sites have since been hit. So I am leaning more towards user metrics, including pages per session, mattering.

One method I recommend is this. On list posts or “9 fixes for X” type content, where you already have internal links to more niche articles for each fix, you can create a mini quiz that sits on the main page. You tease them with a few questions and then link them through to the deeper page that matches their interests.

That helps pages per session and keeps people moving through your site.

James Dooley: That was going to be one of my next questions. Can you have a micro quiz on one page that then sends people to another page with a bigger quiz?

And inside the quiz itself, can certain questions include links that go off to get more information before they answer? For example, “Which colour do you prefer?” with a link to a colour gallery that opens in a new tab. Then they come back and answer the question.

If quizzes can drive multi page sessions, I wonder if adding quizzes could help some affiliate sites recover. It will not be the only thing they need, but could it be part of the answer?

Jamie I.F: Possibly, yes. I will not claim it is a magic bullet, but more engagement, better time on page, more pages per session, better click data and more return visitors are all the sort of signals that struggling sites need. Quizzes can be one of the tools to move those metrics in the right direction.

James Dooley: How about applying quizzes to businesses versus content sites?

Jamie I.F: That is the next leap. We built QuizWizard.ai first for the “medium sized content site” ICP. So a site that has enough traffic and revenue that adding quizzes quickly pays for itself. That gets us early customers and funds more development.

The next phase is more advanced lead gen use cases. Things like segmented flows, completion logic, branching paths, business scorecards and personality style quizzes for different customer types.

Nobody has really nailed that properly with AI yet. We want to make it easier to build those complex flows with AI doing 80 percent of the heavy lifting, instead of you building every field manually.

Right now we are still primarily a Content focused tool. It has business use cases but it is not yet as specialised for business lead gen as tools that have been built for that from day one. Long term, we want to move much closer to revenue and lead gen use cases.

James Dooley: I would love you to take it into scorecard marketing. If anyone watching does not know scorecard marketing, go and search it. It is huge if you want to get into lead generation or pre qualifying clients.

I would love your tool to gamify a score at the end. For example, I could ask questions about a business. Website, staff count, current ad spend, current marketing spend, locations. At the end, it gives them a score.

If they score zero to twenty, they are at the very start. Probably not a fit for my services, but I might send them to a low budget SEO agency. If they score higher, say twenty to forty, they are spending more, are more serious, maybe ready for SEO and PPC, so they are more interesting to us.

If your tool could assign values to answer ranges and then total them up, we could use that to classify leads, gamify it and give them a “health score” plus next steps at the end.

Can QuizWizard.ai do that in future?

Jamie I.F: It is harder than basic multiple choice, but yes, it is very possible. That is why we have not built it yet, because it is not trivial and we want to do it properly.

If you are doing strict multiple choice scoring, mapping A, B, C, D to numeric values is straightforward. The challenge is when you start using open ended answers because that is where the best engagement and qualification happens. People tell you their problems in their own words, and that is where AI and semantics come in.

We want to get to a point where we can analyse those open answers, detect emotion, pain points and intent, then score and segment leads off that. But that involves more R&D. It is on the roadmap.

If we were doing it today with ABCD only, we could already do the simple scoring. Taking it to full semantic scoring is the bigger project.

James Dooley: Another way I would use quizzes is pre launch validation. I get a lot of new business opportunities and new market ideas. Before launching, I would love to send a quiz to, say, 1,000 builders and ask:

Would you be interested in this service if we launched it?
What is the lowest price you would trust?
What is the highest price you would pay before it feels too expensive?

If your tool can run that kind of survey, we can gauge demand and price sensitivity before we even build the product. Then we can build a wait list. Until I have 100 people on a wait list saying they are in, I do not launch.

Could QuizWizard.ai be used that way?

Jamie I.F: I do not think anyone is using it exactly that way yet, but yes, it can already do that at a basic level. You can build that as a quiz or survey right now. There are more specialised survey tools out there, but they are usually far more expensive.

We can and will build extra features to make that kind of demand testing, scoring and segmentation smoother. But the core mechanics are already there.

James Dooley: I think another huge benefit of QuizWizard.ai you did not mention is this. Previously there was no chance I could rank for terms like “[niche] survey”, “[niche] quiz” or “[niche] trivia questions”. Now I can go after those terms, which are still relevant to my niche, create a quiz, rank for quiz and trivia queries, and build topical authority at the same time.

Have you seen people going after all the quiz keywords in their niche yet?

Jamie I.F: We are trying to buy a lot of the quiz sites that did that and got hit. The SERPs for this stuff have shifted more towards big brands. A lot of trivia keywords are still wide open though, because most of the current pages are static “facts” posts, which are easy to write with AI.

What I suggest is this. Use a writing tool like Kapa, Koala, ChatGPT or Claude to generate a list of facts or trivia questions. Paste that back into QuizWizard.ai and turn it into an interactive quiz.

Now you have both. You have the trivia content on page for relevance and the dynamic quiz for engagement. That combination gives you an advantage over static AI content.

Quiz keywords are getting more competitive as tools make quizzes easier to build, same as calculators. But there is still a lot of room to grab quiz and trivia terms in most niches.

James Dooley: Where can people watching this sign up for QuizWizard.ai? What are the next steps for someone who thinks, “I need to start creating quizzes for my site, increase dwell time, ask relevant questions, grab emails”?

Jamie I.F: Just go to QuizWizard.ai. Sign up for a free account. You get up to five AI generated quizzes and five blank quizzes, so ten total for free.

Paid plans then give you dozens more quizzes. To show the value, think about email acquisition costs. With paid ads, you might pay one to three dollars per email opt in. On our cheapest plans, you can get emails from your site at around 2.7 cents per email.

So you can get up to 100 times cheaper emails, from people who already visited your site and know you exist, instead of cold landers from ads.

As we reduce our generation costs, we give users more quizzes rather than cutting prices. Quizzes carry value. They can transform plain content into interactive, branded experiences that collect data and improve your SEO metrics.

Static web pages are very 2023. The future is interactive. Quizzes, calculators, lead gen tools, real video, short form, anything that breaks up walls of text and keeps people engaged.

Quizzes are one of the easiest, most flexible ways to do that at scale.

James Dooley: Great way to wrap up. If you are not making your pages more interactive and you are just serving a big wall of content, if you are not adding things like quizzes to increase dwell time, you are behind. This is the future of SEO.

So head over to QuizWizard.ai and check out the quizzes that Jamie and his developers have created.

Jamie, it has been an absolute pleasure.

Jamie I.F: Cheers James, thanks a lot.