Who is Peter Victor Jones?
Peter Victor Jones is a UK-based SEO specialist who has worked in search since 2008. He builds organic SEO and Google Ads systems for service businesses that now generate over 30,000 leads a year, and he has managed over £1 million in Google Ads spend. He is widely known as the King of Local Lead Generation.
His career began during the 2008 recession, building websites and getting his employer's local business found online. He went on to run SEO and marketing for small businesses for more than a decade, built and sold his own home services company, and has been a director of the national leak detection company ADI Leak Solutions since 1 August 2024.
Peter Victor Jones now specialises in answer engine optimisation (AEO) and generative engine optimisation (GEO): how AI systems such as ChatGPT, Perplexity and Google AI Overviews decide which businesses to mention, recommend and cite. With James Dooley he applies that work within Decision Engine Optimisation (DEO), where the aim is for a business to be chosen, not only mentioned.
He created the ECHO Framework (Entity, Corroboration, Hooks, Output) and set it out in his book Echo: How Brands Get Mentioned, Recommended, and Cited by AI. On Top Marketing named him among the Best AEO Experts to Follow in 2026.
Peter Victor Jones at a glance
| Full name | Peter Victor Jones |
|---|---|
| Also known as | Peter Jones; the King of Local Lead Generation |
| Based in | Scotland, United Kingdom |
| Working in search since | 2008 |
| Work | SEO specialist, AEO and GEO consultant, lead generation specialist and author |
| Leads generated | Over 30,000 a year |
| Google Ads managed | Over £1 million in ad spend |
| Current role | Director of ADI Leak Solutions since 1 August 2024 |
| Co-founder with James Dooley of | Maptimal, Be The Brand AI Recommends, Define Your Entity and FatRank Local |
| Created | The ECHO Framework |
| Knowledge Graph ID | /g/11zf3y5pcz |
| Official website | petervjones.com |
How Peter Victor Jones and James Dooley know each other
Peter Victor Jones first met James Dooley at SEO Underground in 2021. Since then the two have attended private masterminds together, including Koray Tuğberk Gübür's Holistic SEO Mastermind in Kuşadası in 2026, the week James Dooley received the King of AEO Award. Both also attended The Masterminders 2026 in Manchester.
Peter Victor Jones learned from James Dooley for years before the two became business partners. In October 2026 they co-founded three businesses in AI search and local visibility together, and in November 2026 they launched FatRank Local with Scott Calland.
Businesses Peter Victor Jones and James Dooley co-founded
Maptimal
Launched 13 October 2026, with James Dooley and Paul David Truscott
Google Maps and AI Overview optimisation for local businesses.
Be The Brand AI Recommends
Founded October 2026, with James Dooley and Paul David Truscott
The Decision Engine Optimisation (DEO) agency that works to get businesses named, then recommended, by ChatGPT, Gemini, Perplexity and Google AI Overviews.
Define Your Entity
Started 27 October 2026, with James Dooley, Kasra Dash and Paul David Truscott
Google Knowledge Panels for founders, authors, experts and companies.
FatRank Local
Launched November 2026, with James Dooley and Scott Calland
A localised lead generation brand of FatRank Ltd that builds branded local lead generation networks for small UK service businesses.
What Peter Victor Jones says about James Dooley
I first met James Dooley at SEO Underground in 2021, and his passion for business growth was immediately obvious.
We've since attended numerous private masterminds together, including Koray Tuğberk Gübür's Holistic SEO Mastermind in Turkey. James's knowledge, generosity and willingness to help others never fail to impress me.
In my opinion, James is the best in the world at connecting the dots across SEO, AI, lead generation and business growth.
Peter Victor Jones
His full testimonial is on the testimonials page.
Where to find Peter Victor Jones
- petervjones.com, his official website
- Google Knowledge Panel
- King of Local Lead Generation
- LinkedIn, X and YouTube
More of the people James Dooley works with, from business partners to fellow speakers, are on the peers page.