▲ Now tracking visibility across Google, ChatGPT, Perplexity, Claude, Gemini & AI Overviews
One of our two home offices: 530 Little Collins St, Melbourne CBD. Strategy days, in-person reviews, and the same senior team that runs our national accounts. From our Little Collins St studio we rank Melbourne brands across retail, hospitality, professional services and the arts — senior strategists, on-site whenever you need them.
Office at 530 Little Collins St, Melbourne CBD
Our Melbourne studio sits in the heart of the CBD. Walk-in meetings, on-site strategy days, and the same senior team that runs our biggest national accounts.
Melbourne is a city of strong brands and discerning customers, and a search market to match. From laneway hospitality to national retail and professional services, Victorian buyers research hard before they commit, which makes organic visibility decisive.
Our Melbourne studio sits at 530 Little Collins St, in the heart of the CBD. That means in-person reviews, on-site strategy days, and a senior team that understands the Victorian market from the inside.
We pair technical rigour with genuinely good content and editorial authority, then report it in plain English. No graduate marketers, no junior handoffs, just senior strategists accountable to KPIs from month one.
Melbourne is one of the most competitive search markets in the country, and winning it takes precision. A Fitzroy retailer, a Richmond hospitality group and a CBD professional-services firm are all fighting for attention in dense, suburb-led query sets. We build the technical depth, local pages and answer-engine visibility that separate you from a crowded field rather than spreading thin across the whole city.
Melbourne customers are famously brand-led and considered. They compare, they read reviews, they look you up across Google and the answer engines before they ever enquire — so depth and credibility in search matter more than raw volume.
It’s also fiercely competitive across retail, hospitality and professional services. Winning means owning both the local pack and the considered, mid-funnel research queries your competitors ignore.
SEO Lead · Managing Director
15+ years in digital marketing, including a decade as SEO Director at leading agencies across Australia and his native New Zealand. Sean owns SEO strategy at Paperstack, senior on every retainer, in the room when the roadmap is built, and on the report every month. Plain-English about what’s working, what isn’t, and where the next 10× is hiding. The brands we work with get him from day one.
AI Lead · Answer Engine Optimisation
Where SEO ends and AI search begins, Caleb owns the playbook. Five years leading SEO with a background in web development, now focused full-time on how ChatGPT, Perplexity, Claude, Gemini and Google’s AI Overviews choose which brands to cite. He engineers the entity graphs, schema and retrieval-friendly content patterns Paperstack ships on every account, tracks share-of-voice across six engines weekly, and turns LLMs.txt, structured FAQ and prompt-tested copy into citations, not just rankings.
Crawl, render, index, perform. The plumbing that lets every other lever pull. Done well, it’s invisible. Done badly, no amount of content or links can save you.
Match the search intent, then prove it with structure, signal and authority. The highest-leverage lever in organic, and the discipline most agencies still get wrong.
Authority that holds up to scrutiny. Editorial links, digital PR, niche partnerships, and the unsexy work of cleaning up the citations you already have.
01
Get found by Melbourne customers right when they’re searching. Map pack, Google Business Profile, citations, geo-targeted keywords and reviews.
02
Get cited in ChatGPT, Perplexity, Claude, Gemini and Google’s AI Overviews. The next layer of search visibility, treated as a first-class service.
03
Shopify, BigCommerce, WooCommerce, Magento, Salesforce. Category architecture, faceted nav, product schema, and SEO that reports against revenue.
04
Hreflang done properly. Multi-region, multi-language strategies that actually deploy. Rank in markets beyond Australia.
05
The back-end for agencies. Senior SEO delivery under your brand, on your timeline, sold to your clients.
06
Replatforming, redesigns, domain changes. Don’t let a migration destroy years of SEO work. We’ve done hundreds.
We use third-party and proprietary tools to audit your Melbourne site, technical SEO indicators, on-page health, backlink profile. Benchmark report on day one.
We get to know your business, set clear KPIs against your growth targets, and build the SEO strategy on the back of those findings.
We’re not only experts in strategy, we look after every aspect of implementation, end-to-end. Technical fixes, on-page changes, content, link acquisition.
Plain-English reporting that a CFO can read. We refine the strategy as algorithms, competitors and your business evolve.
We work with businesses across the entire Melbourne metro and surrounding Victoria area. Whether you’re a single-location service business or a multi-site operator, we tailor your SEO strategy around the suburbs and regions your customers actually live and search in.
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The exact local SEO checklist our team uses on Melbourne retainers. Google Business Profile, local citations, suburb pages, review velocity, and the structured-data wins most Victoria agencies miss.
The 52-point checklist our team runs on Melbourne retainers.
Paperstack · 2026
12pp
Free 30-minute audit with a senior strategist who knows the Melbourne market.
Senior strategist · No lock-in · Plain-English report
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