WHAT YOU'LL LEARN HERE

The Framework: From Visibility to Viability

Every post on this blog follows the same philosophy:

Revenue beats traffic. A business with 50 high-intent customers and $500k revenue is healthier than one with 10,000 generic visitors and $5k revenue. I measure success in CAC (Customer Acquisition Cost) and LTV (Lifetime Value), not clicks.

Authority beats volume. In the age of AI search, generic content is invisible. You don't need to rank for 100 keywords. You need to be the undisputed authority in your specific niche—so when someone searches for your exact thing, you're the obvious choice.

Strategy beats tactics. Most SEO blog posts teach tactics: "Here's how to optimise a meta description." I teach strategy: "Here's why your entire keyword approach is wrong and what to fix instead."

Sustainable rankings beat quick wins. Short-term tactics create long-term penalties. Real growth takes 3-6 months. But once authority compounds, it stays.

Local dynamics matter. What works in Sydney doesn't always work on the Central Coast. What works for a tradie doesn't work for a winery. Each post considers geography, market competition, and business model.

What You Can Actually Implement

Every article breaks down one problem into actionable steps. You'll get:

• Real examples from local businesses (with permission) so you see exactly what's working

• Checklists and templates you can copy directly into your strategy

• Platform-specific guidance for Squarespace, Shopify, WordPress, and Google Business Profile (because that's what Australian businesses actually use)

• The "why" behind the tactic so you understand the reasoning, not just following instructions

• What to measure so you know if something is actually working

This isn't a blog where you read an article and then wonder "okay... now what?" Every post is designed so you can open a tab, follow the steps, and be measurably better off than you were 20 minutes ago.

CORE TOPIC PILLARS

1. Revenue vs. Traffic Obsession

Stop celebrating rankings. Start measuring CAC (Customer Acquisition Cost), LTV (Lifetime Value), and actual revenue impact.

Most businesses measure SEO success by impressions, clicks, and ranking position. All vanity metrics. Real success is: "Did organic search bring me profitable customers?"

Posts in this pillar cover:

• Why ranking #1 for a keyword that converts 0% is worse than ranking #5 for a keyword that converts 8%

• How to calculate your organic CAC and compare it to paid ads

• The difference between brand traffic and commercial intent traffic

• How to avoid the visibility trap (you rank, but nobody buys)

2. Authority Building in the AI Search Era

ChatGPT, Perplexity, and Google AI Overviews are already filtering what users see. If you're not optimised for "The Answer," you're invisible.

The game has changed. It's no longer about keyword rankings. It's about whether AI recommends you.

Posts in this pillar cover:

• How AI search actually works and what it means for local businesses

• Why generic content is becoming invisible to AI answers

• How to build authority signals that AI recognises (reviews, earned media, specificity)

• Entity optimisation and why "semantic SEO" matters more now than ever

• How to structure content so AI cites you, not your competitor

3. Local SEO Dominance

For most Australian businesses, 90% of customers come from a 30km radius. But most competitive local searches go to businesses that understand the game.

Posts in this pillar cover:

• Google Business Profile optimisation (the real deep dives, not the surface stuff)

• Review strategy that actually moves the needle (velocity > volume)

• Local content depth and why "near me" searches matter

• Citation consistency and local entity clarity

• Competing against bigger brands with smaller budgets (spoiler: strategy beats budget)

4. Service Page Strategy (The Real Problem)

Most service businesses have one generic "Services" page and wonder why they don't rank. This pillar fixes that.

Posts in this pillar cover:

• Why your service pages don't convert (and the structure that fixes it)

• The "Problem-Focused" page strategy vs. the "Service-Focused" trap

• Service page keyword strategy (spoiler: it's not what you think)

• How to structure pricing, FAQs, and CTAs so people book, not bounce

• Service page internal linking (the connective tissue most miss)

5. Content That Converts (Not Just Ranks)

You can rank #1 for a keyword and still get zero revenue. This pillar teaches you how to avoid that.

Posts in this pillar cover:

• The difference between informational, commercial, and transactional content

• How to structure blog posts so they rank AND drive conversions

• FAQ schema and why it matters more now

• How to write for both humans and AI search algorithms

• Content depth vs. length (spoiler: they're not the same)

6. Internal Linking & Site Architecture

Most businesses waste money on backlinks when they should be optimising their internal structure. Internal linking is a $0 lever that most miss.

Posts in this pillar cover:

• How to find your "money pages" (the ones that should drive revenue)

• Internal linking strategy that actually compounds rankings

• Site architecture for service businesses vs. e-commerce vs. publishers

• How to use Google Search Console to identify linking opportunities

• The "pillar and cluster" model simplified for small businesses

7. Technical SEO That Matters

You don't need to be technical. But you need to understand what technical issues actually hurt revenue (and which ones don't).

Posts in this pillar cover:

• Core Web Vitals: what they are, why they matter, how to fix them

• Mobile optimisation (because 70%+ of searches are mobile)

• Site speed and how it affects conversions

• Crawlability and indexation (the unsexy but critical foundation)

• Platform-specific guides: Squarespace, Shopify, WordPress