SEO & Growth

Structure before content

Before anyone writes a blog post, the site has to be something a search engine can read: every page with its own title and address, the pages linked to each other in a way that says which ones matter, nothing slow, nothing broken. An audit finds what is in the way. Then we fix it, rather than hand you a report.

We hold our own site to this. An audit of ellipsestudio.com.au in October 2026 found the page listing our services had one link pointing at it. It was rebuilt the same week.

Local search

For a business that serves a town, the search that matters is the one with the town in it. That is your Google Business Profile, your address and hours saying the same thing everywhere, and pages that name the places you actually work. It is unglamorous and it is most of the result.

The other half is reviews. Google looks at how many you have and how recent they are when it decides which local business to show first, and it is the one part of local search you can work on from behind the counter. That is what the Review Kit below is for.

Being the answer

More and more people ask an assistant instead of typing a search, and get one answer rather than ten links. Answer-engine optimisation, AEO, is the work of being that answer: structured data that states plainly who you are and what you do, and pages that answer a real question in the first sentence.

Nobody can promise a ranking, in search or in an AI answer, and we will not. What we can do is remove every reason for you not to be there.

Then content, on a plan

Content works when it follows a keyword plan and stops working when it follows a mood. We map what your customers already search for to the pages that should answer it, and ContentPilot, our own tool, keeps the publishing going, on your blog and on Facebook, Instagram and Google Business, with you approving every post before it goes out.