Writing & Speaking
I write about how search is changing, what the research actually tells us, and what it means for marketers.
I also contribute to industry discussions through research, training, panels and working groups.
LinkedIn articles
Longer pieces where I unpack something I think is worth looking at more closely.
It’s Groundhog Day… again: when AI search signals become the strategy
What happens when the industry mistakes a pattern in AI search data for a strategy, and why that mistake keeps repeating.
Read article ↗Shorter thinking
Not everything needs an article. I use LinkedIn for shorter observations, research worth paying attention to and things happening across search as they happen.
Published elsewhere
Writing commissioned or published by other organisations.
All in on AI: Discovery to Influence in GEO, Part 2
The second half of a two-part series on how discovery works inside generative search. April 2026 Microsoft AdvertisingAll in on AI: Discovery to Influence in GEO, Part 1
Where generative engine optimisation genuinely differs from search as marketers know it. March 2026 SmartCompanyHow brands can stay competitive as AI Overviews transform search
Written as AI Overviews began reshaping the Australian results page. November 2024 SmartCompanyGoogle AI search test run down under: What we’re seeing
Early observations from Google’s Australian AI search trial. November 2024Microsoft Advertising author profile · SmartCompany author archive · Muck Rack media profile
Research
A lot gets published about AI search. I spend a fair amount of time reading the research, checking what the evidence actually supports, and separating useful findings from overblown conclusions.
The aim is to build a clearer picture of what actually holds up, then turn that into something marketing leaders can use.
What 34 studies reveal about AI search in 2026
I reviewed 77 AI search studies and kept the 34 worth paying attention to. Read together, they show a much clearer picture of what is actually changing, where AI visibility behaves differently from traditional search, and which claims are running ahead of the evidence.
The fog is lifting on AI search
Three months later, I went back to the newer research to see what had firmed up. The picture is clearer on recommendations, citations, referral traffic and the role of third-party sources, while some of the supposed AI search shortcuts still look more like noise than strategy.
Speaking & training
I occasionally speak, train and join industry discussions around search, AI and measurement.
Measuring commercial success in AI search
A panel on one of the harder questions in AI search: how do you measure its commercial impact when much of the influence happens before a visit ever reaches your analytics? I joined Matthias Depoortere (Vine Apparel), Jessica White and Maricel Custodio (Torrens University), hosted by Somantra and Iru.
My view was that we are unlikely to get the clean attribution marketers have become used to, and forcing AI search into that model risks creating false precision. For now, measurement needs to be a framework of signals and proxies that helps us understand whether a brand is gaining consideration, whether that is translating into demand, and whether the direction of travel is commercially meaningful.
The Rise and Fall of Google Search
A talk for Lecture the Lecturers, the MFA programme that brings university lecturers up to date on what the industry is actually doing. Sydney · 2023 MFASEO module, Digital Foundations Certificate II
Rewrote the SEO module of the MFA’s entry-level certification, which is how a lot of people in Australian media first learn the channel. 2023 refreshIndustry involvement
Ongoing contribution to the organisations that set the standard for how search gets taught and talked about in Australia.
I helped get the AI Working Group off the ground in 2025 and took part in its first five months, until I left iProspect. The point of it was to give the Australian industry practical guidance on AI rather than another round of predictions.
An ongoing relationship across Train the Trainers, the Digital Foundations certification and talks for lecturers and university students. Most of it is aimed at people entering search and digital rather than people already senior in it.
Follow along
Surfaced
Where the longer pieces go. Mostly research syntheses on search and AI, published when there is something worth saying rather than on a schedule.
Read and subscribe ↗ SocialShorter observations, research commentary and industry updates as things happen. This is where most of the thinking gets tested first.
Follow along ↗Looking for a contributor, speaker or search perspective?
I’m happy to contribute to articles, panels, podcasts, workshops and industry discussions around SEO, AI search, discovery and measurement.
hello@jyscauri.com