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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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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