FAQ
What I do, how I work with clients, and a few things I get asked often enough that I've written full answers on the blog.
Working with me
I'm a digital marketing strategist working across SEO, GEO (Generative Engine Optimisation), and paid media. In practice that means helping businesses get found in traditional search, show up in AI-powered answers like ChatGPT and Google AI Overviews, and turn that visibility into leads through targeted Google and Meta campaigns.
Mostly small and medium businesses who need strategic thinking without hiring a full in-house team. I'm based in New Zealand and work with NZ clients day to day, but the strategy work isn't location-bound, so I take on projects further afield too.
It starts with a free strategy call: you tell me what you're trying to achieve, I ask about what's already in place, and I'll flag anything that looks obviously broken. From there I put together a scope, whether that's a one-off audit, a short project, or ongoing SEO, GEO, or paid media management.
Both. Some clients just want an audit or a single project (a Google Ads account review, a content audit, a GEO visibility check) and take it from there themselves. Others prefer ongoing management. Neither is more "correct", it depends on whether you've got someone in-house to action the recommendations.
Costs depend on the scope of what you need, so I'd rather talk it through than give you a generic price list. Fill out the contact form with what you're working on and I'll come back with a proposal tailored to it.
Get in touchPaid media can show movement within days of launching, since it's mostly a targeting and creative problem. SEO and GEO are slower: technical fixes and content changes typically take two to four months to show up meaningfully in rankings and AI visibility, longer in competitive categories.
From the blog
Quick answer here, with a link through to the full breakdown for anyone who wants the step-by-step version.
GEO (Generative Engine Optimisation) is the practice of making sure your brand gets mentioned when people ask AI tools like ChatGPT, Perplexity, or Google AI Overviews questions your customers would ask. It's becoming as important as traditional SEO because a growing share of searches never produce a list of blue links at all.
Read the full guide: What is GEO and why does it matter for your business in 2025?You test it the same way a customer would: ask ChatGPT, Perplexity, and Google AI Overviews the questions your customers actually ask, and see whether your business gets mentioned, and how accurately. There's a simple step-by-step framework for running this audit yourself.
Read the full guide: How to audit your brand's visibility in AI searchE-E-A-T stands for Experience, Expertise, Authoritativeness, and Trust: the framework Google (and now AI search) uses to judge whether a website is credible enough to rank or be cited. Experience is the signal that matters most in 2026, and it's also the one most small businesses are weakest on.
Read the full guide: E-E-A-T Explained: The Trust Signals AI Search ChecksUsually it's an incomplete profile rather than bad luck: missing categories, no recent photos, and unanswered reviews all quietly cost you local ranking. There's a no-fluff starter guide covering exactly what to fix first, and what to skip.
Read the full guide: Local SEO for NZ Small Business: A No-Fluff Starter GuideBefore spending a dollar, check conversion tracking is actually firing, account structure matches how people search, and budgets are matched to intent. There's a full 15-point checklist covering everything I check in the first 30 minutes of any new account.
Read the full guide: The Google Ads audit checklist I use for every new accountMost first campaigns lose money before the ads even matter, because tracking, budget, and targeting weren't set up in the right order. There's a full walkthrough of the setup sequence, from tracking to creative, that avoids the most common early mistakes.
Read the full guide: Meta Ads for Small Business: Set Up Your First CampaignThat's keyword cannibalisation: multiple pages on your own site targeting the same term, splitting your ranking signals instead of combining them. There's a guide on how to spot it and four practical ways to fix it.
Read the full guide: Keyword Cannibalisation for Small Business: Spot It, Fix ItUsually it's not the tactics, it's the foundation: strategies built before the underlying business problem was properly understood. There's a full breakdown of what to check before touching any tactics at all.
Read the full guide: Why most digital strategies fail before they startIf it's not covered here, ask me directly. I read every message myself.