Notes worth
keeping.
Working notes on brand, design, SEO + GEO and growth — no fluff, just what we've tested on real projects.
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Does your business show up in AI search? (And how to check.)
More buyers ask ChatGPT and Perplexity before they ever open Google. Here's how to check whether you show up — and what to do if you don't.
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Xiaohongshu for Australian businesses: the channel your competitors can't read
Hundreds of thousands of Chinese-Australians discover restaurants, clinics and services on Xiaohongshu (RED) — not Google. Here's why it's an open lane, and how to use it.
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How much should a small-business website cost in Australia?
Quotes range from $99 to $40k for 'a website' — because they're not the same thing. An honest breakdown of what drives the price, and what's worth paying for.
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What is GEO, and how is it different from SEO?
Generative Engine Optimisation is the work of being cited inside an AI answer — not ranking in a list of links. Here's how GEO differs from SEO, and what actually moves it.
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Positioning before pixels: why most small-business sites fail before they're designed
A beautiful site built on fuzzy positioning is just a prettier way to be ignored. Here's the one-page thesis we lock before any design starts — and how to write yours.
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Bilingual SEO for Australian businesses: how to get found in English and Mandarin
A large slice of Australians search in Chinese, and most local businesses are invisible to them. Here's how to rank in both languages — without two websites or two budgets.
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Why we ship in six weeks, not six months
Long projects don't fail at the end — they rot in the middle. The case for tight, fixed-scope builds, and why a monthly cadence beats an open-ended retainer.
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Growth is one loop, not three departments
Acquisition, conversion and retention usually live in three silos that quietly compete. Wire them into a single loop and you stop buying traffic that leaks straight back out.
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Design that looks like itself: escaping the template trap
A template makes you look like everyone who bought the same one. Here is what a real brand system buys you — and why bespoke is cheaper than it sounds over two years.
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