UK entrepreneur and Fly High Media founder Matt Pyke is preparing to publish his first book, Found, Trusted, Chosen, on 29 July. Written for business owners, founders and marketers, the book explores how search, trust and customer decision-making are changing in an age shaped by Google, social media, online reviews and AI tools.
For years, search marketing was often reduced to one main objective: getting higher on Google.
That still matters, but the way people discover, compare and choose businesses has changed. Customers now search across Google, LinkedIn, TikTok, YouTube, marketplaces, review platforms, maps, AI tools and industry communities. They do not always follow a simple journey from search result to website to enquiry.
According to Matt Pyke, founder and Managing Director of Fly High Media, this shift means businesses need to rethink what visibility really means.
He describes this approach as Search Everywhere Optimisation, a phrase he started using to explain how businesses need to show up across every platform where customers search, not just traditional search engines.
“Being found is only the first step,” says Pyke. “The businesses that win are not just visible. They are credible, useful and easy to choose.”
It is a theme he explores in his new book, Found, Trusted, Chosen, which has been written to help business owners and marketers understand the changing world of SEO, AI search, digital trust and online visibility.
Why did you write Found, Trusted, Chosen?
I wanted to write something practical.
There is a lot of noise around SEO, AI search and digital marketing at the moment. Some of it is useful, but a lot of it makes things feel more complicated than they need to be.
Business owners do not need another book full of jargon. They need to understand how people actually find companies now, what makes them trust one business over another, and what they can do to improve their chances of being chosen.
That is where the title came from.
It is not enough to be found. You also need to be trusted. Then, after that, you need to be chosen.
That sounds simple, but it is where a lot of businesses fall down. They might be visible, but not credible. They might get traffic, but not enquiries. They might rank for something, but still fail to give people enough confidence to take the next step.
How has search changed for businesses?
Search is no longer just one platform.
People still use Google every day, but they also search on LinkedIn, YouTube, TikTok, Reddit, Amazon, industry websites, review platforms and now AI tools.
Depending on the sector, a customer might discover you in one place, research you somewhere else, read reviews on another platform, compare competitors, then only visit your website much later.
That means businesses need to stop thinking about SEO as just rankings and traffic.
The better question is: where are your customers looking for answers, and what do they find when they get there?
If someone searches your name, your company, your service, your reviews or your category, the picture they build should be consistent. If it is weak, outdated or unclear, that affects trust.
Where does AI search fit into this?
AI search has accelerated a change that was already happening.
When people use AI tools, they are often looking for a summarised answer, a recommendation or a shortlist. That means businesses need to give search engines and AI systems enough clear, consistent information to understand who they are, what they do, who they serve and why they are credible.
This does not mean abandoning traditional SEO. It means strengthening the foundations.
Clear service pages, useful content, expert commentary, third-party mentions, reviews, case studies, structured data and consistent brand information all matter.
In simple terms, if the internet does not clearly understand your business, AI tools are unlikely to understand it either.
What do business owners often get wrong about visibility?
A lot of businesses chase visibility before they have fixed trust.
They want more traffic, more impressions, more leads and more enquiries. That is understandable. But if the website is unclear, the reviews are thin, the offer is vague, or the content does not answer the questions customers actually have, more visibility will not solve the problem.
It can actually expose the weakness faster.
Good marketing is not just about getting attention. It is about helping the right person feel confident enough to take the next step.
That is why I think businesses need to look at the full customer journey. Not just the advert. Not just the ranking. Not just the landing page. The whole journey matters.
What does someone see when they first discover you?
What do they find when they search your brand?
What proof do you provide?
How clearly do you explain what you do?
How easy is it for someone to enquire, book, buy or speak to you?
Those things all influence whether someone chooses you.
Why is trust such a big part of the book?
Because trust is often the missing link between marketing activity and commercial results.
A business might rank well, run ads, post on social media and have a decent website, but still struggle to convert interest into enquiries or sales. When you look closer, the issue is usually not just traffic. It is confidence.
Do people understand what you do?
Can they see proof?
Do they believe you can help them?
Is your messaging clear?
Are you showing real expertise?
Are you making it easy to enquire or buy?
Those are trust questions, not just marketing questions.
For a lot of businesses, improving trust can have a bigger impact than simply trying to get more people to the website.
How should businesses start improving this?
Start by searching for yourself properly.
Search your company name, your own name, your main services, your competitors and the questions your customers usually ask before they buy.
Look at what appears across Google, maps, review platforms, social channels and AI tools. Then ask yourself whether the results reflect the business you are trying to build.
Most companies will find gaps.
Maybe their website does not explain the service clearly. Maybe their founder profile is thin. Maybe their reviews are not being used properly. Maybe their content is too generic. Maybe competitors are answering questions that they are ignoring.
That is where the opportunity is.
Businesses should also look at whether they are creating genuinely useful content. Content should not just exist to target keywords. It should help customers make better decisions.
If people are asking the same questions during sales calls, those questions should probably be answered on your website.
If prospects need proof before buying, case studies and testimonials should be easier to find.
If your market is becoming more competitive, your expertise needs to be clearer.
What role does personal brand play for founders?
For many businesses, especially service-led businesses, the founder is part of the trust signal.
People want to know who is behind the company. They want to see experience, opinions, proof and consistency.
That does not mean every founder needs to become an influencer, but they should be visible enough to support the credibility of the business.
A strong founder profile can help with partnerships, PR, recruitment, sales conversations and search visibility. It gives people more reasons to trust the company.
If a founder has built something, has a clear point of view and can explain their industry in a useful way, that is valuable.
For me, writing the book is part of that. It is a way of putting the thinking behind our work into something business owners can use.
What are businesses underestimating at the moment?
I think a lot of businesses are underestimating how much the decision-making process has changed.
People are more informed than ever. They can compare options quickly. They can read reviews, ask AI tools, watch videos, check social profiles and look at competitors before they ever speak to you.
That means weak positioning gets exposed.
If your message is vague, people move on.
If your website looks outdated, people notice.
If your competitors are more helpful, they build trust faster.
If your content does not answer the questions people care about, someone else’s content will.
The businesses that do well over the next few years will be the ones that make themselves easy to understand and easy to trust.
What is your advice to business owners looking at SEO and AI search?
Do not panic, but do not ignore it either.
A lot of the fundamentals still matter. You need a technically sound website. You need clear pages. You need useful content. You need authority. You need reviews. You need proof. You need consistency across the web.
The difference is that those things now support more than traditional Google rankings.
They support your wider visibility.
They help customers understand you.
They help AI systems understand you.
They make your brand easier to recommend, reference and trust.
This is why Search Everywhere Optimisation matters. Businesses need to understand where their customers are searching and make sure they are visible, credible and consistent in those places.
So my advice would be to focus on clarity first. Be clear about who you are, what you do, who you help and why people should choose you.
Then build content and proof around that.
What do you hope readers take from the book?
I hope they come away with a clearer way to think about marketing.
Marketing should not be about chasing every trend. It should be about understanding how people make decisions and then building the assets, content and proof that help them choose you.
The businesses that do this well will not just depend on one channel. They will build visibility across the places that matter, earn trust through useful and credible information, and make it easier for customers to take action.
That is the idea behind Found, Trusted, Chosen.
It is a practical way to look at modern marketing, especially in a world where search is changing quickly.
About Matt Pyke
Matt Pyke is a UK entrepreneur, author and digital marketing strategist. He is the founder and Managing Director of Fly High Media, a digital marketing agency specialising in SEO, PPC, paid social and digital strategy.
He is also the author of Found, Trusted, Chosen, a book about SEO, AI search, digital trust and how businesses can improve visibility, build trust and win more customers in an age where people search across Google, social platforms, review sites, marketplaces and AI tools.
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