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James Dooley, co-founder of Be The Brand AI Recommends

James Dooley, Co-founder of Be The Brand AI Recommends

James Dooley, who founded decision engine optimization (DEO), is one of the three founders of Be The Brand AI Recommends. His full profile is on his own site, jamesdooley.com.

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Title
King of AEO
In search since
2007
Profiles

Who James Dooley is

James Dooley founded performance lead‑gen agency FatRank in 2007 and pioneered its “pay‑on‑results” model. He has built and ranked over 1,000 sites generating more than 2 million inquiries, and co‑authored 12 books on SEO and AI search.

From jamesdooley.com

jamesdooley.com states these facts about James.

  • CEO of PromoSEO, founded in July 2010, and of FatRank, founded on September 7, 2007.
  • Also founded PromoPixa in 2015.
  • Based in Leigh, just outside Manchester.
  • Hosts eight podcast series, including the FatRank Podcast, the James Dooley Podcast and the UK Lead Generation Podcast.

Awards

jamesdooley.com lists eight awards for James, from 2026 back to 2023.

  • Danish AEO Award, October 13, 2026Presented by Jesper Nissen, Denmark
  • King of AEO Award, October 1, 2026Holistic SEO Mastermind, Kuşadası, presented by Koray Tuğberk Gübür
  • UK Entrepreneur of the Year, June 24 to 26, 2026The Masterminders Conference, Manchester
  • Entrepreneur of the Year, March 10 to 13, 2026Also announced as SEO Entrepreneur of the Year. SEO Mastery Summit, Saigon, voted by attendees, presented by founder Mads Singers
  • Best Exclusive Lead Generation Specialist, 2025Manchester Entrepreneurship Awards
  • Best SEO Speaker for Lead Generation, April 7 to 11, 2024SEO Mastery Summit, Ho Chi Minh City, Vietnam
  • Best SEO Speaker, March 28, 2024Kulturalnie o SEO, Warsaw, presented by Robert Niechciał
  • Most Influential SEO, 2023UK Entrepreneurship Awards

As listed on jamesdooley.com/awards.

Why James co‑founded Be The Brand AI Recommends

James co‑founded Be The Brand AI Recommends, which sells three monthly plans that get a business named when its buyers ask ChatGPT, Google AI Overviews, Gemini or Perplexity who to hire.

Every plan pairs AI SEO with decision engine optimization (DEO), the method James founded; he named and set it out in his 2026 book.

Why James works with Paul Truscott and Peter Jones

James co‑founded the brand with Paul Truscott, the King of Google Maps, in search since 2015, and Peter Victor Jones, the King of Local Lead Gen, in search since 2008.

The three of them co‑wrote three books on search and AI: LLM Mastery, Link Building in the Era of AI Search Engines and KGMID SEO.
  • LLM Mastery: How AI Recommends Brands for LLM Domination (book cover)
  • Link Building in the Era of AI Search Engines (book cover)
  • KGMID SEO: Claim Your Entity Before Google Defines It for You (book cover)

What James leads here

James Dooley, who founded decision engine optimization (DEO), leads it here: building the proof AI checks, so a client can be the business ChatGPT, Gemini, Perplexity or Google’s AI Overviews choose when a buyer asks who to hire.

Read how decision engine optimization (DEO) works, step by step.

James Dooley’s books

James Dooley’s books are listed below, each linked to its own page.

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