Currently accepting 2 clients
Bayside, Melbourne — AU

Quietly ranking Australian businesses since 2005.

A small SEO practice for established businesses that already understand the value of being found. No quotes for tyre-kickers. No SEO 101. Just twenty-plus years of operator experience, applied selectively.

Enquire about working together → See if we're a fit →
01  /  Approach

I started clicking exact-match domains in 2010, traded aged domains for link juice when PageRank still meant something, and watched every shortcut die when Google decided it should. The shortcuts are gone. The principles aren't.

2005
First client ranking. Wild west of search — meta keywords still worked.
2010
EMD era. PageRank gaming. Aged domains. The link economy.
2012–14
Penguin and Panda. Watched a lot of operators get wiped out. Adapted.
2026
AI search, EEAT, real authority. Different rules, same fundamentals.
02  /  Fit

Plain about who this is for — and who it isn't.

× Not the right fit
  • You're still deciding whether SEO is worth doing.
  • You want a 30-page proposal and four meetings before signing.
  • You're shopping three agencies on price.
  • You want guaranteed #1 rankings next month.
  • Your business doesn't yet have product-market fit.
+ A good fit
  • Established business with real revenue and a real offer.
  • You already know SEO matters — you just want it handled.
  • You value clarity, candour, and someone who answers the phone.
  • You're prepared to invest in compounding work, not quick wins.
  • You'd rather work with one operator than a sales team.
03  /  What's involved

Three things, done properly. Nothing else.

/01 Technical & on-page foundation Audit, fix, and align the site so Google can actually read it. Information architecture, internal linking, schema, page speed, and the boring structural work that 80% of agencies skip. Once-off · 4–8 weeks
/02 Authority & backlinks Quality, reputable links from sites that actually exist and have audiences. No PBNs, no spam, no farms. The kind of links that survive every Google update because they were never trying to game one. Ongoing · monthly retainer
/03 Strategy & advisory For business owners who already have a team and just need a senior pair of eyes on it. Quarterly reviews, content direction, and honest answers to the questions your in-house person can't. Retainer or project
/ 04  —  Enquire

If this sounds like you, let's talk.

A few quick questions so I can come back with something useful instead of a generic reply. Takes about two minutes. Every enquiry gets a personal response — even if it's not the right fit.

You'll hear back within 2 business days.