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Notes from the work.

Practical writing on SEO, answer engines, and being found in 2026. No thought-leadership. Just what we learned this week.

Uncategorized

ChatGPT Ads in Australia: what the first three months actually tell us

Ads landed in ChatGPT for Australian users in April. Here is what the early numbers say about who they reach, what they cost, and where they are quietly working.

Uncategorized

How much do ChatGPT Ads cost in Australia, and are they worth it?

The price of a ChatGPT ad has fallen roughly tenfold since launch. Here is what you can expect to pay in 2026, and how to work out whether it earns its place in your budget.

Insights

What share of voice means in an answer engine world

A new measurement framework for marketers who cannot live by impressions alone.

Technical

Site migrations without losing a quarter of your traffic

A pre-flight checklist refined across 80+ migrations. The mistakes are predictable. The recovery, less so.

AEO

LLMs.txt is not robots.txt but it should be on your roadmap

A pragmatic look at the emerging standard for telling answer engines what to do with your site, what it actually does today, and why we are still recommending it.

Local

The Gold Coast SEO playbook (2026 edition)

How we rank local service businesses on the Coast. Map pack, reviews, GBP categories, the lot.