Welcome to the April 2025 edition of Koozai’s Digital Marketing Newsletter – your go-to roundup of the biggest stories, trends, and expert advice across Digital Marketing, SEO, PPC, Content and Digital PR.
This month, we bring you major updates from Google, fascinating insights from new studies on AI and paid advertising, and important shifts in how marketers should think about digital PR and link building.
We’ve also got some exciting news to share about our own achievements here at Koozai. Whether you’re focused on performance marketing, content strategy or driving long-term brand growth, this newsletter is packed with everything you need to stay ahead in digital marketing.
SEO & Content News Update – April 2025
Google Confirms You Can’t Just Add ‘E-E-A-T’ To Your Web Pages
During the Search Central Live NYC event, Google’s John Mueller addressed a widespread misunderstanding in the SEO world: that E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness—is something SEOs can just add directly to a web page. Mueller clarified that EEAT is not a tangible ranking factor but a framework used by Google’s quality raters, especially relevant for sensitive YMYL (Your Money or Your Life) content like finance and health. He warned against artificial attempts to ‘add’ EEAT through things like AI-generated bios or superficial trust signals.
Our Head of Operations Kelly-Anne Crean says: “What this means for marketers is that EEAT can’t just be bolted onto a page—it needs to be baked into your entire SEO strategy. What’s key is to showcase real expertise—publish insights from experts, clearly listing credentials, and earning relevant links from reputable sources into your content. It’s about building long-term trust through consistent, credible content that genuinely serves user needs.”
AI Search Study: Product Content Makes Up 70% Of Citations
One new study of 768,000 AI citations reveals a clear trend – that AI tools like ChatGPT and Google’s AI Overview search results overwhelmingly reference product-related content. Product specs, feature lists, comparisons, and vendor data made up to 70% of citations in decision-stage queries, while still leading at 56% in early-stage searches. This challenges the assumption that early-funnel content should be mostly editorial or educational, and shows that AI prefers factual, structured, and specific content across the buyer journey.
Our SEO Manager James King says: This shows that AI platforms are prioritising clear, factual, structured content over fluff. If businesses want to perform well in AI search environments, they shouldn’t just focus on quality editorial content. They also need to ensure their product content is robust and accessible. That means product and category landing pages with accurate descriptions, comparison charts, rich FAQs, and a clear value proposition. It’s also a great opportunity to optimise for structured data to help machines better understand your content.”
PPC & Paid Ads News Update – April 2025
CPC Inflation: How Fast Are Google Ads Costs Rising?
While it’s common to assume that Google Ads CPCs rise steadily, new data shows a more complex picture. Between 2018 and 2024, CPCs rose in only three of six years, with an average growth of just 2.33% annually—even though paid clicks grew 14.5%. That said, even modest CPC increases can erode performance if advertisers don’t adjust spend or strategy. The risk is greatest when CPC inflation outpaces consumer inflation, compressing margins for businesses.
Our Paid Media Manager Joaquin Lopez says: “Even a small increase in CPCs can have a ripple effect across ROI. We recommend auditing bids frequently, using automation smartly, and ensuring you’re allocating budget to campaigns with the best potential for conversion. Businesses should also consider refining their targeting and ad copy to maximise quality scores and stay competitive without overspending.”
Google Performance Max Gets New Customer Goals & Image Controls
Google Ads has rolled out updates to Performance Max campaigns that give advertisers more control over customer targeting and creative assets. New features include retention goals for targeting lapsed customers, customer acquisition cost reporting, and image enhancements using landing page visuals and smart cropping. These updates aim to support brands in targeting users across the full customer lifecycle while improving ad variation and performance.
Our Paid Media Manager Joaquin Lopez says: “These changes make Performance Max significantly more useful for advertisers looking beyond just acquisition. If you have customer data, now is the time to start building campaigns that re-engage lapsed buyers and reward long-term loyalty. Businesses should also take advantage of image automation to expand reach without extra design resource.”
Digital PR News Update – April 2025
Survey: 92% of SEOs Suspect Their Competitors Buy Links
A new survey got SEOs shows that 92% believe their competitors are buying backlinks—highlighting growing scepticism in the industry. While buying links may offer short-term ranking gains, research shows that many sites engaging in this tactic have suffered traffic declines and penalties, especially after Google’s March updates. Only 6.6% of paid-link domains studied had a positive traffic trend.
Our Head of PR & Content David Wilson says: “This underscores the risks for businesses and SEOs in purchasing cheap, spammy links. Sustainable SEO is about ethical, organic link building. We encourage businesses to invest in strong content and digital PR that earns links through value, not shortcuts. Risking your domain for a few backlinks is rarely worth it. However, this may be more about perception than reality. Just because people *think* competitors are buying links doesn’t mean they are—or that it’s working.
What’s New At Koozai?
As a leading digital marketing agency specialising in SEO, PPC, PR, content marketing, and website design, Koozai is proud to work with brands across all sectors. Our expert team has a long track record of delivering award-winning results. Here are some of our most exciting updates this month:
Koozai Wins Construction Marketing Award
We’re delighted to announce that Koozai was awarded ‘Highly Commended’ in the ‘Best Small Agency’ category at the Construction Marketing Awards 2025. This honour recognises our work delivering results for clients in the construction sector, including Trulawn, Stannah, Drainfast, and Vail Williams. The event was held at the Hilton London Bankside, and attended by members of our leadership team.
Our Managing Director Sophie Roberts says: “It was an honour just to be shortlisted, so we are absolutely delighted to be recognised among the best in the industry. This award reflects the hard work and dedication of our entire team and our long-standing partnerships with incredible construction clients.”
Koozai Shortlisted for UK Digital Excellence Award
We’re also excited to share that Koozai has been named a Finalist for ‘Stand Out Small Integrated Digital Agency of the Year’ at the UK Digital Excellence Awards 2025. This nomination is a reflection of our bespoke approach, long-standing client relationships, and our team’s commitment to innovation across all channels—from SEO and PPC to PR and content marketing.
That wraps up the April 2025 edition of the Koozai Digital Marketing Newsletter. We hope you’ve found the insights valuable – and if you’d like to speak to our team about how we can support your digital marketing goals, don’t hesitate to get in touch!
