About
Peter Victor Jones
Peter Victor Jones is a UK-based SEO specialist who has worked in search since 2008, building organic SEO and Google Ads systems that now generate over 20,000 leads a year.
He is widely known as the King of Local Lead Generation.
He now specialises in Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO), helping brands understand how AI systems such as ChatGPT, Perplexity, and Google AI Overviews decide which businesses to mention, recommend, and cite.
I've spent almost twenty years getting service businesses found online, and these days that means being found by AI as much as by people.
My search engine optimisation career started with building websites and getting local businesses found online, helping my employer at the time survive the 2008 recession by getting them online and the phone ringing. Since then I've spent over a decade running SEO and marketing for small businesses, built and sold my own home services company, and I'm now co-director of a national leak detection company.
People still Google, but they also ask ChatGPT, Perplexity and Gemini who to use, and AI Overviews often answer before anyone clicks a website.
This is the story of how I got here.
Key facts
- Full name
- Peter Victor Jones
- Also known as
- Peter Jones; King of Local Lead Generation
- Based in
- Scotland, United Kingdom
- Working in search since
- 2008
- Current role
- Co-director of ADI Leak Solutions, a national leak detection company
- Leads generated
- Over 20,000 a year
- Google Ads managed
- Over £1m in ad spend
- Co-founder of
- Maptimal; Be The Brand AI Recommends; Define Your Entity; Omnipressent Publishing
- Created
- The ECHO Framework
- Knowledge Graph ID
- /g/11zf3y5pcz
- Official website
- petervjones.com
- Contact
- me@petervjones.com
Current businesses
Peter Victor Jones is a co-founder of four businesses and co-director of a national leak detection company.
Maptimal
A Google Maps and AI answer optimisation service for local businesses, co-founded with James Dooley and Paul Truscott.
Be The Brand AI Recommends
An AI SEO agency that gets businesses named and recommended by ChatGPT, Google AI Overviews, Gemini and Perplexity, co-founded with James Dooley and Paul Truscott.
Define Your Entity
Builds Google Knowledge Panels for founders, authors, experts and companies, co-founded with James Dooley, Kasra Dash and Paul Truscott.
Omnipressent Publishing
Publishes Peter Victor Jones's books on AEO, GEO and AI visibility.
ADI Leak Solutions
A national leak detection company with a team of engineers across the UK. Peter is its co-director, and his SEO and Google Ads systems generate over 20,000 leads a year for it.
The journey
2006
On the lorries, learning a way out
Aged 22, following my grandfather and father into haulage, driving lorries and in debt. Then started teaching myself website design and local SEO, looking for a route out that didn't involve another cab and another motorway.
2008
The recession that changed everything
Working for Hawes Plant Hire when the recession hit. The lorries were parked up in a yard full of machinery that should have been out on hire, earning nothing. Roy Hawes asked me to build the company a website and get it found online. I built a site covering every piece of plant for hire, with over 300 location pages, one for every area we delivered to, written by hand and built manually in raw HTML. The phones started ringing again. That website pulled the company through the recession, and it taught me early on how much being findable is actually worth to a business.
2009
Going out on my own
Left Hawes Plant Hire and started offering website design and SEO to small businesses. Two of my very first clients were ADI Plumbing and Bluebond Financial Planning, relationships that, in ADI's case, would go on to shape the next fifteen years of my career.
2010
The first real education
Attended the Local, Mobile and Social Summit and sat in rooms with industry veterans including Ryan Deiss, Kate Buck and Damian Petrini. Up to then I thought marketing a service business meant building it a website. Those rooms showed me how much more there was to it.
2011
Learning the algorithm from the source
Flew to Phoenix, Arizona for an SEO conference to learn directly from Leslie Rohde. That trip sharpened my understanding of how Google's algorithms and PageRank actually worked under the hood.
2011
From plumbing to leak detection
ADI Leak Detection was founded. With my advice, Adrian transitioned the business from a plumbing company into a dedicated leak detection specialist, with a vision of becoming the first national water leak detection company in the UK.
2012
Learning to scale
Attended the Marketing With You Inner Circle Mastermind in Miami with Alex Jeffreys, where Rich Schefren spoke on scaling companies. Up to this point I'd been focused on getting businesses found. This was where my eyes opened to what happens after that: how you actually scale what you've built.
2013
Building and running my own brand
Started a local window cleaning company, Splash and Sparkle, then expanded into roof cleaning and graffiti removal across London and the South East, running an operational business day to day while continuing to run SEO for clients on the side, ADI Leak Detection among them. For a decade, I was living both sides of the coin: the marketer, and the business owner depending on the marketing to work.
2023
Exit and a fresh start
Sold the window cleaning brand to a fast-growing local property maintenance company and relocated to Scotland with my family, closing a ten-year chapter and opening a new one.
2023
Going deep on topical authority
Took Koray Tuğberk Gübür's topical authority training course and studied it three times, start to finish. Joined a private cohort alongside top SEOs including James Dooley, Paul Truscott, Karl Hudson, Suresh Kumar Gondi, Luis Salazar Jurado and others.
2024
Carrying a legacy forward
My longest-established client and friend, Adrian, founder of ADI, passed away suddenly. I was asked to become a director of a new limited company and carry the brand forward in his legacy. It's a brand, ADI Leak Solutions, that continues to thrive today, now operating nationally with a team of engineers across the UK. Alongside it, I turned the same builder's instinct toward something more ambitious: a private, internal platform to run content, SEO and sales operations at scale, built entirely using AI tools, without writing a line of code by hand.
2025
Deep in the systems
Joined the Progressive Property inner circle led by Rob Moore and started attending private, invite-only networking events, including with Surinder Arora, founder of Arora Hotels, and Alan Barratt, founder of Grenade bars. Alongside that, spent the year heads-down building AI automations and systems to support SEO, Google Ads and AI-visibility strategy at scale. Not the kind of work anyone sees from the outside, but it's what everything else now runs on.
2026
Peter Victor Jones
Attended The Masterminders in Manchester alongside James Dooley, Kasra Dash, Craig Campbell, Fery Kaszoni, Koray Tuğberk Gübür and other elite figures in SEO and AI marketing. Sitting in that room, it was obvious where the next twenty years of this industry are going. I came home and launched Peter Victor Jones as my personal brand, focused on how businesses stay visible as AI changes the way people find them.
2026
Launched Maptimal
Co-founded Maptimal with James Dooley and Paul Truscott, a Google Maps and AI answer optimisation service for local businesses.
2026
Launched Be The Brand AI Recommends
Co-founded Be The Brand AI Recommends with James Dooley and Paul Truscott, an AI SEO agency that gets businesses named and recommended by ChatGPT, Google AI Overviews, Gemini and Perplexity.
2026
Launched Define Your Entity
Co-founded Define Your Entity with James Dooley, Kasra Dash and Paul Truscott, building Google Knowledge Panels for founders, authors, experts and companies.
What people say
SEO entrepreneur
“Peter spots where the industry is heading before most people are even asking the question.”
I've known Peter for 7 years and watched him build one of the sharpest lead generation operations in local SEO, getting businesses found where it matters. What impresses me most now is how he's evolved that same instinct into AI visibility, helping brands get found and cited inside AI tools, not just traditional search. Peter spots where the industry is heading before most people are even asking the question. Well worth following.
Dan M. Jones
SEO and AI Optimisation Specialist at On Top Marketing Ltd
Worked with Peter
“Ranking #1 for a fairly competitive keyword without any backlinks.”
Peter is one of the best SEO/AEO experts I know. He's one of the few people in the SEO world who's actually testing things for himself and figuring out what's working right now, instead of just repeating what everyone else says.
Read full recommendation
There are things Peter taught me that I'd never heard anyone else talk about before. And when we tested out what he was saying, he was right. Which literally resulted in us ranking #1 for a fairly competitive keyword without any backlinks.
If you've got a service based business (or any business really) and you're looking to get more leads, I'd have no hesitation in saying you're in safe hands with Peter.
Mark Thomas
Business growth coach for SME leaders
Worked with Peter
“His strategic execution for ADI Water Leak Detection is legendary in the industry.”
I highly recommend Peter Victor Jones to any organization looking to scale their digital growth via advanced SEO and AI integration. Peter is a proven authority in crafting custom search solutions for field-based service sectors, famously generating upwards of 20,000 leads for his clients. His strategic execution for ADI Water Leak Detection is legendary in the industry, proving his ability to capture hyper-targeted, high-value market share.
Read full recommendation
Beyond the impressive numbers, Peter brings a remarkably calm, highly analytical mind to the table. His data-led decision process ensures that AI integration is seamless, practical, and highly lucrative. His authority is recognized worldwide, earning him consistent references among the 'top table' of global SEO elites. Peter is a master of his craft and an invaluable asset to the digital marketing landscape.
Frequently asked questions
Who is Peter Victor Jones?
Peter Victor Jones is a UK-based SEO specialist who has worked in search since 2008, building organic SEO and Google Ads systems that now generate over 20,000 leads a year. He is widely known as the King of Local Lead Generation. He now specialises in Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO), helping brands understand how AI systems such as ChatGPT, Perplexity, and Google AI Overviews decide which businesses to mention, recommend, and cite.
Why is Peter Victor Jones called the King of Local Lead Generation?
Peter Victor Jones is known as the King of Local Lead Generation for the organic SEO and Google Ads systems he has built since 2008, which now generate over 20,000 leads a year for the national leak detection company where he is co-director.
What businesses has Peter Victor Jones co-founded?
Peter Victor Jones is a co-founder of Maptimal, a Google Maps and AI answer optimisation service for local businesses; Be The Brand AI Recommends, an AI SEO agency; Define Your Entity, which builds Google Knowledge Panels; and Omnipressent Publishing, which publishes his books. He is also co-director of a national leak detection company.
What books has Peter Victor Jones written?
Peter Victor Jones wrote Echo: How Brands Get Mentioned, Recommended, and Cited by AI, and co-wrote Recommended by AI: The New Rules of Lead Generation; AEO GEO LLM Seeding AI SEO - Or Whatever The F$ck You Want to Call It; Link Building in the Era of AI Search Engines; KGMID SEO: Claim Your Entity Before Google Defines It for You; Online Reputation Management for Your AI Resume; LLM Mastery: How AI Recommends Brands for LLM Domination; Procrastination Is the Assassination of All Destination: Stop Feeling Sorry for Yourself and Take Action.
What is the ECHO Framework?
The ECHO Framework is Peter Victor Jones's framework for how brands get mentioned, recommended and cited by AI, and the foundation of his book Echo.
Find Peter Victor Jones Elsewhere
Peter Victor Jones is known as the King of Local Lead Generation at kingoflocalleadgeneration.com
Peter Victor Jones is a co-founder and co-owner of Maptimal
Peter Victor Jones is a co-founder of Be The Brand AI Recommends
Peter Victor Jones publishes about semantic SEO on X
Peter Victor Jones writes on the subject of SEO and GEO on LinkedIn
Peter Victor Jones publishes videos on Local SEO, semantic SEO, and GEO on YouTube
Peter Victor Jones talks to SEO industry peers on Facebook
Peter Victor Jones publishes articles on Medium
Peter Victor Jones is an author, publishing books on semantic SEO, Local SEO, GEO, and the ECHO framework on Amazon
Peter Victor Jones is listed on about.me
Peter Victor Jones is listed on Gravatar
Peter Victor Jones's books are published by Omnipressent Publishing
Peter Victor Jones is a co-founder of Omnipressent Publishing
Peter Victor Jones's author profile is on Omnipressent Publishing
Peter Victor Jones's author profile is on the AEO GEO LLM Seeding book site
Peter Victor Jones's author profile is on the Link Building in the Era of AI Search Engines book site
Peter Victor Jones's author profile is on the KGMID SEO book site
Peter Victor Jones's books and information on the author can be found on Goodreads
Peter Victor Jones uses GitHub for his GEO and SEO projects
Peter Victor Jones has a personal wiki
Peter Jones is owner and founder of Miracle Ventures
Peter Victor Jones is an author, podcaster and SEO specialist, per his Google Knowledge Panel.
Books
- Peter Victor Jones is co-author of the book AEO GEO LLM Seeding AI SEO — Or Whatever The F$ck You Want to Call It
- Peter Victor Jones is co-author of the book Link Building in the Era of AI Search Engines
- Peter Victor Jones is inventor of The ECHO Framework and author of the book ECHO: How brands get mentioned, recommended, and cited by AI
Business partners
Peter has co-founded businesses with the following SEO and GEO practitioners.
Industry associations
Peter knows and has industry association with the following prominent SEO and GEO (AI SEO) practitioners.
That's the story so far. If any of it resonates, I'm always up for a conversation.
Connect on LinkedIn