I’m an Australian SEO consultant with 10+ years of experience helping businesses get found online.

Search is changing pretty bloody quickly.

People aren’t only searching Google anymore.

They’re asking questions like:

• “Who is the best [service] company in Australia?”
• “What software should I use for [problem]?”
• “Which [product] is best for [use case]?”
• “Compare Company A vs Company B.”
• “Who can help me with [problem] in Sydney?”
• “What are the best alternatives to [competitor]?”

And increasingly, they’re asking those questions directly to
ChatGPT, Google AI, Gemini, Perplexity and other AI platforms.

If your competitors keep appearing in those answers and you don’t, that’s a visibility problem.

I help businesses improve how they appear across traditional search engines and AI-generated search results.

Book an AI SEO Consultation

AI SEO Isn’t About Abandoning Google

There’s already a fair bit of rubbish being published about AI SEO.

I don’t believe you need to throw your existing SEO strategy in the bin and start optimising exclusively for ChatGPT.

Quite the opposite.

Traditional SEO and AI visibility overlap heavily.

A technically strong website, useful content, clear information about your business,
authority in your market and independent mentions across the web are still important.

The difference is that we now need to think beyond:

“Does my website rank?”

and start asking:

“When someone asks an AI system about my market, does it understand who we are,
what we do and when it should recommend us?”

That’s the problem I help solve.

What Is AI SEO?

AI SEO is the process of improving a business’s visibility across AI-powered search and
recommendation systems, while continuing to strengthen its visibility in traditional search engines.

That can include ChatGPT, Google AI Overviews, Google AI Mode, Gemini, Perplexity
and whatever else people start using next.

You’ll also hear this described as:

• Generative Engine Optimisation (GEO)
• Answer Engine Optimisation (AEO)
• ChatGPT optimisation
• LLM optimisation
• AI search optimisation
• AI visibility optimisation

There are differences between the terms, but I wouldn’t get too hung up on them.

The commercial objective is much simpler:

When your potential customers use AI to research, compare or choose businesses like yours,
you want your business to be part of the answer.

What Does an AI SEO Consultant Actually Do?

I look at how your business is represented across search engines, AI platforms,
your website and the wider web.

Then I work backwards from the queries that actually matter commercially.

For example:

Instead of:

“How can we rank for AI searches?”

I’d rather know:

• What questions are potential customers asking?
• Which companies are currently being recommended?
• What sources are AI platforms using when producing those answers?
• Why are competitors being mentioned?
• Where are those competitors being cited?
• Does your website clearly establish what your company does?
• Can AI systems retrieve useful, precise answers from your pages?
• Does the wider web corroborate what your website says about you?
• Which visibility gaps are actually worth fixing?

That’s where the useful work starts.

My AI SEO & GEO Consulting Process

1. Find the Queries That Could Actually Make You Money

I’m not interested in tracking hundreds of AI prompts because a dashboard looks impressive.

We’ll identify the questions that matter throughout your customer’s buying journey.

These usually include:

Recommendation queries

“Best X companies in Australia”

Comparison queries

“Company A vs Company B”

Problem queries

“How do I solve X?”

Commercial research

“What should I look for when buying X?”

Alternative queries

“Best alternatives to X”

Trust queries

“Is Company X reputable?”

Local queries

“Best X company near me”

Then we establish where you currently appear — and where your competitors are eating your lunch.

2. Measure Your Current AI Visibility

Before changing anything, I want a baseline.

I’ll look at whether your business is appearing across relevant AI-search journeys and,
importantly, how it is being represented.

That means looking beyond whether your brand name happened to appear once.

We can examine things such as:

• Brand mentions
• Competitor mentions
• Recommendations
• Citation sources
• URLs being referenced
• How your products or services are described
• Which sources repeatedly influence the answers
• Commercial queries where you’re completely absent

AI answers can change, so the objective isn’t to obsess over one screenshot.

It’s to identify patterns we can actually act on.

3. Work Out Why Your Competitors Are Being Recommended

This is one of the most useful parts.

If ChatGPT, Gemini or Google keeps recommending the same three businesses, I want to know why.

We’ll investigate:

• Their website content
• Their rankings
• Their brand/entity signals
• Third-party mentions
• Reviews and reputation
• Comparison pages
• Industry publications
• Relevant directories
• Digital PR
• Backlinks
• Citations
• Community discussions
• Content AI systems are repeatedly retrieving

Instead of guessing what an “AI-friendly website” looks like,
we reverse engineer what is already winning.

ChatGPT Optimisation

Can You Actually Optimise a Business for ChatGPT?

Yes — but not in the way some people are selling it.

There isn’t a magic “rank #1 in ChatGPT” button.

And I wouldn’t trust somebody promising one.

ChatGPT can use multiple sources and mechanisms when answering a question.
Results can also vary depending on the question, context and available information.

What we can do is improve the signals and information available about your business.

That means giving AI systems better reasons to understand, retrieve, trust
and potentially reference your business.

My approach to ChatGPT optimisation can involve:

• Identifying commercially valuable ChatGPT queries
• Tracking whether your company appears
• Analysing businesses that are already recommended
• Finding commonly cited websites and sources
• Improving relevant pages on your website
• Creating clearer, more retrievable answers
• Strengthening topical and entity associations
• Building relevant third-party mentions
• Developing useful content worth citing
• Improving existing SEO visibility at the same time

The exact strategy depends on what the data tells us.

Generative Engine Optimisation (GEO)

What Is GEO?

Generative Engine Optimisation is the process of improving the likelihood that a person,
business, product or website is represented accurately and favourably within AI-generated answers.

That’s the neat definition.

In practice, I care much more about what happens after somebody types the prompt.

If a potential customer asks:

“Who are the best providers of [your service] in Australia?”

there are four situations:

1. Your business is recommended.
2. Your business is mentioned but not recommended.
3. Your competitors appear and you don’t.
4. The AI has barely any idea who you are.

My job is to establish which situation you’re in and what we can realistically do about it.

My Approach to GEO Is Pretty Simple

I don’t have a secret file called chatgpt-ranking-factor.txt.

Nobody does.

Instead, I combine the fundamentals that have worked in SEO for years
with analysis specific to AI search.

Your Website

Your website needs to make it painfully clear:

• Who you are
• What you do
• Who you help
• Where you operate
• What products or services you provide
• Why you’re different
• What evidence supports your claims

Ambiguous corporate waffle doesn’t help customers, Google or AI systems.

Your Content

AI systems need useful information they can actually retrieve.

That means creating pages containing clear answers rather than hiding the useful bit underneath
900 words of “In today’s ever-changing digital landscape…”

No thanks.

If a customer has an important question, answer it.

Clearly.

Then give them the evidence and context they need to trust the answer.

Your Entity & Brand

Your website isn’t the only place talking about you.

I look at how your company, people, products and expertise are represented across the wider web.

Those connections matter.

Ideally, the internet tells a consistent story about:

[Your Brand] → [What You Do] → [Who You Help] → [Where You Operate] → [Why You’re Credible]

Third-Party Sources

This is where GEO starts getting particularly interesting.

For many queries, the strongest opportunity isn’t simply publishing another page on your own website.

It might be getting included in:

• Existing industry roundups
• Comparison websites
• Relevant publications
• Expert commentary
• Research
• Trusted directories
• Communities
• Reviews
• Partner websites
• Other sources already appearing around the query

If AI systems are repeatedly retrieving a particular set of third-party sources,
those sources become part of the strategy.

I’d rather get you mentioned where the machines are already looking than blindly publish another 50 blog posts.

AI SEO + Traditional SEO

I Don’t Treat Them as Two Separate Marketing Channels

This is important.

I’m still an SEO consultant.

I’m not someone who discovered ChatGPT six months ago and decided to put “GEO Expert” in my LinkedIn headline.

The work should strengthen your overall search presence.

A proper strategy can cover:

The best opportunities usually sit somewhere in the middle.

What I Can Help You With

Depending on where your business currently sits, I can help with:

AI Visibility Auditing

Find out where you’re appearing, where you’re absent and where competitors have the advantage.

AI SEO Strategy

Build an actionable roadmap covering your website, content, entities,
external sources and traditional SEO.

ChatGPT Optimisation

Analyse the questions your buyers ask ChatGPT and improve your visibility
around commercially relevant answers.

GEO Consulting

Improve how your business is represented and corroborated across generative search systems.

Google AI Optimisation

Improve the underlying search visibility and content structure supporting visibility within Google’s evolving AI search experiences.

Entity Optimisation

Make the relationship between your company, products, people, services,
topics and locations substantially clearer.

Content Strategy

Create content around questions that influence buying decisions rather than
publishing another pile of generic AI-written blogs.

Digital PR & Off-Site Visibility

Find opportunities to establish your business on the third-party websites and sources that matter in your market.

Technical SEO

Because none of this matters much if search engines can’t properly crawl,
understand or index the bloody website.

Who I Work Best With

AI SEO consulting makes the most sense when you already have a legitimate business
and there’s meaningful value in being discovered.

It’s particularly useful if:

• Your competitors are appearing in ChatGPT and you aren’t
• Customers research your category heavily before buying
• You operate in a competitive B2B market
• You’re a SaaS company competing against established platforms
• You run an ecommerce brand with lots of product research queries
• Your service relies heavily on trust
• You’re already investing in SEO and want to expand beyond traditional rankings
• Your brand is poorly represented by AI tools
• You’re launching into a new category
• You have lots of expertise but aren’t turning it into searchable/citable information

If you’re looking for someone to press a button and “submit your website to ChatGPT”,
I’m probably not the right person.

What Happens When We Work Together?

Step 1: We Talk

You tell me about the business, what you’re trying to achieve and what you’ve already done.

I’ll ask questions.

Probably quite a few.

I need to understand the business before I start telling you how to market it.

Step 2: I Look at the Actual Evidence

I’ll analyse your current search and AI visibility alongside relevant competitors.

This establishes what is happening rather than what we think is happening.

Step 3: We Build the Strategy

I’ll identify the opportunities I think are worth pursuing.

Not everything will be.

I’d rather identify the five changes most likely to matter than hand you a 97-page audit
containing 200 jobs nobody gets around to implementing.

Step 4: Implement, Test and Improve

Depending on the engagement, I can work with your existing team, developers,
writers or marketing department to get recommendations implemented.

Then we measure what changed.

If something works, do more of it.

If it doesn’t, figure out why.

Pretty revolutionary stuff.

Why Work With Me as Your AI SEO Consultant?

I’ve been working in SEO for more than a decade.

That matters because AI search hasn’t replaced the web underneath it.

Businesses still need:

• technically sound websites;
• sensible site architecture;
• useful content;
• links and authority;
• good brand signals;
• clear entities;
• third-party recognition;
• and a reason for somebody to actually choose them.

AI search adds another layer to that problem.

My job isn’t to sell you whatever acronym happens to be popular this year.

It’s to work out:

where your customers are searching, what influences those results and how we can improve your visibility in places capable of generating business.

That’s the bit I’m interested in.

Discuss Your AI Search Strategy

Not Sure Whether You Need SEO, GEO or ChatGPT Optimisation?

You probably don’t need to decide.

Tell me what outcome you’re trying to achieve.

For example:

“When Australian companies ask ChatGPT which software to use for X, our competitors keep showing up.”

or:

“We rank well on Google but barely appear in AI-generated answers.”

or:

“We’re launching a new product and want Google and AI platforms
to understand what category we’re in.”

That’s enough for us to start.

I’ll work backwards from the problem and tell you what I think makes sense.

No need to diagnose yourself before getting in touch.

Book a Consultation