Questions
we get a lot.

SEO is about ranking on a Google results page. GEO (Generative Engine Optimisation) is about getting cited inside an AI engine’s answer. ChatGPT, Perplexity, Google’s AI Overviews, Gemini, Claude.

The craft overlaps a lot: clean structure, plain answers, schema, authority signals. But the surfaces behave differently. AI engines pull passages from across the web and synthesise them, so a page that ranks #4 on Google can still be the source the AI quotes. Conversely, the #1-ranked page might never appear in an AI answer if it doesn’t read like a clear, citable passage.

GEO is the work that gets you into the synthesis.

Three layers, in order.

First, prompt mapping. We work out the 30–80 questions a real buyer types into an AI engine to find someone like you. Then probing. We run those prompts across ChatGPT, Perplexity, Gemini and Google’s AI Overviews and capture who gets cited, how, and why. Then building. Content, schema, and authority signals shaped to the citation patterns we found.

We re-probe every quarter. AI engines update their training data and retrieval methods constantly, so this isn’t a set-and-forget play. It’s the same cadence as SEO, with different telemetry.

Pick what you need. Most clients start with one or two (usually paid media plus SEO, or content plus social), then add disciplines once they’ve seen us work. We don’t bundle.

That said, the disciplines do reinforce each other. Good content makes paid landing pages convert harder. SEO and GEO share a lot of the same content scaffolding. A site without proper analytics is a dashboard full of guesses. We’ll tell you when bringing a second discipline in would actually move your numbers, and when it’d just be us up-selling.

It depends on the work, and we’d rather match the shape to your business than sell everyone the same thing. Single projects run two to twelve weeks depending on scope (a paid-media build is two, a content strategy plus website rebuild is closer to three months). Strategy advisory is a rolling monthly session. Monthly management is the long one: most clients sit with us for 12 to 36 months.

Whichever it is, the length is agreed up front and written into your proposal, so there is nothing to discover later. Bring the brief to the intro call and we’ll tell you which shape fits.

It depends on the brief, and we’d rather give you a real number than a misleading range. Monthly management, single projects and strategy advisory all price differently. Monthly management is a fee per service per month, projects are priced on fixed scope, advisory on a flat monthly session.

Cheaper than a senior in-house hire, more expensive than a junior freelancer. The 20-minute intro call is the fastest way to get a real number for your situation. Bring the brief, leave with a quote.

A fractional team is a senior team you share with a handful of other clients. You get the same person doing your work week after week (strategy, hands-on execution, client meetings) but you pay for one or two days of their time, not five.

It’s the model that sits between hiring an in-house Marketing Lead (full-time, with all the on-cost that brings) and hiring a big agency (account managers, juniors, layered fees). For most A$2m–A$40m businesses, the in-house version is overbuilt and the big-agency version puts distance between you and the people doing the work. Fractional is the third option.

Yes. That’s the whole product. Every engagement is run by someone who’s been doing the work for ten-plus years (the founders have twenty-plus on the clock). The person you meet on the intro call is the same person you email at 4 pm on a Tuesday three months in.

There’s no account-management layer to get lost in, and nobody gets handed to a junior after sign-off. It’s the one thing our size is genuinely good for. Once an agency hits twenty staff, the senior people get pulled into management and the work goes to the next layer down. We’ve stayed small so that doesn’t happen.

No. Every hour of work on your account is done by a senior practitioner in Australia. Mostly Melbourne, occasionally interstate.

This isn’t a values stance about other countries. It’s a craft stance. Offshore handoffs add coordination overhead, time-zone lag, and quality-assurance work that quietly eats whatever margin the offshore rate created. They make sense at the scale of a 200-person agency. At fractional scale, they don’t. You’re paying for senior thinking applied directly to your work, not for our project management of someone else’s team.

We agree the metrics on day one and report against them monthly, in plain English. Usually two or three numbers: leads, qualified pipeline, organic traffic to commercial pages, paid customer acquisition cost, content-driven conversions, AI-engine citation share. Whichever set actually tracks to the business outcome you care about.

You won’t get a 40-tab dashboard. You’ll get a one-page note: what we changed, what it did, what we’d change next. If the numbers aren’t moving after a fair runway (usually 90 days for paid, six months for SEO), we’ll tell you why and adjust. We’re paid to move your numbers, not to defend a deck.

We’re based in Melbourne, but we work with businesses across Australia. Most of our clients are in Victoria or New South Wales; we have a handful in Queensland and South Australia. Time-zone overlap matters more than geography. We want to be online when you are.

We don’t take international work. Being in your time zone, on the same regulatory and cultural map as your customers, is a lot of what makes this work. That doesn’t transfer cleanly to a London or San Francisco engagement, so those usually aren’t a good fit.