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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When ChatGPT gets your business wrong
In our test, AI assistants never got an address or phone number wrong, but gave the wrong hours for 5 of 12 businesses. Why, and how to fix it at the source.
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Do Google reviews matter when AI picks a business?
In our test of 733 AI answers, the businesses named most had a median of 220 Google reviews, the others 82. What that shows, and how to earn reviews honestly.
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What ChatGPT says about your dental clinic
How a dental clinic can check what ChatGPT and other AI assistants say about it in ten minutes, and fix what is wrong at the source, with our own test data.
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Your Google business page is what AI reads
Your website and Google business page are the two sources AI assistants cite most. In our test, 7 of 12 businesses had the two disagree. Here is how to fix it.
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ChatGPT names about 3 businesses. Is yours one?
We collected 733 answers from four AI assistants to local questions across Australia. ChatGPT named about three businesses per answer. Who makes the cut?
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Does your business show up in AI search?
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: an open lane
Hundreds of thousands of Chinese-Australians find restaurants, clinics and services on Xiaohongshu (RED), not Google. Why it's an open lane, and how to use it.
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What a small-business website costs 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. How GEO differs from SEO, and what moves it.
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Positioning before pixels: why sites fail early
A beautiful site on fuzzy positioning is a prettier way to be ignored. The one-page thesis we lock before any design starts, and how to write yours.
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Bilingual SEO in Australia: English and Chinese
A large slice of Australians search in Chinese, and most local businesses are invisible to them. How to rank in both languages without two websites or 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 often sit in three silos that compete. Wire them into one loop and you stop buying traffic that leaks straight back out.
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Design that looks like itself, not a template
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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