Koozai - Digital Marketing Blog

Halfway through 2026, it’s hard to ignore how quickly AI has moved from “interesting experiment” to “core part of how customers find and buy things.” Search, shoppi...

Ask ten people what technical SEO actually involves and you’ll get ten different answers. Several of them will be wrong.

Some of that comes down to outdated advice that’s never been revisited. Some comes from genuine confusion between SEO disciplines. And some of it is just down to “technical SEO” being used as a catch-all term for anything that sounds complicated.

Here’s the conversation that tends to happen in most organisations once AI search comes up in a strategy meeting: someone asks what it’s actually worth, someone else points to AI referral sessions in GA4, and then someone, usually in finance, asks why that number is so small.

The answer is that observed AI referral traffic is the floor of AI’s commercial contribution, ...

There’s a pattern we see with brands doing AI search measurement to start with. They find that they appear reasonably well for broad, top-of-funnel prompts, “what are the best tools for X?” but disappear almost entirely when a user asks something like “is [Brand] better than [Competitor] for [specific use case]?”

Welcome to the very first Koozai Couch, our new interview series where we sit down with people from across digital marketing to talk about the ideas, tools and shifts shaping the industry.

To kick things off, we spoke with