Notes
Notes from the work
Short, dated notes on Australian search. Changes worth reacting to, changes that are not, and things we have run into on client work.
This is deliberately not a content marketing calendar. Anything evergreen goes in the guides, which are maintained and dated. What lands here is the dated, opinionated material that would go stale inside a guide.
Recent notes
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AI Overviews and what they did to clicks
The short version: informational content lost a great deal, commercial local search lost comparatively little, and that gap should decide where you spend.
20 September 2026
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Why most SEO audits are useless
The problem with the typical audit is not that it is wrong. It is that everything in it is presented as equally important, which makes it unusable.
14 August 2026
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The Perth suburb page trap
It is the most frequently recommended local SEO tactic in Australia and one of the most reliable ways to hurt a new site.
2 July 2026
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