From Ghost Brand to Growth Machine: How We Turned Focus Gum Into a 363% Success Story
Focus Gum arrived at our door with the digital equivalent of tumbleweed blowing through their website. Domain authority of 1 (yes, one), virtually zero organic visibility, and the kind of search presence that made them practically invisible to their ideal customers. Discover how Marzipan increased orders by 363% in 90 days. With SEO to cutting […]
Generative Engine Optimisation for Ethical Organisations: A Strategic Framework for AI Visibility in 2025
Drawing from 10 years of implementing SEO & GEO strategies across 30+ community organisations and ethical start-ups in Sydney. Executive Summary After implementing Generative Engine Optimisation (GEO) strategies for over 30 community organisations since 2014, I’ve observed a fundamental shift in how AI systems surface and cite ethical content. This comprehensive guide presents battle-tested frameworks, […]
How Authority Signalling Becomes Your Secret Weapon for Authentic Engagement
Picture this: you’re scrolling through LinkedIn with your morning coffee, and two posts catch your eye. One’s from a startup founder you’ve never heard of, sharing insights about sustainable packaging. The other’s from someone with “Featured in Forbes” in their bio, discussing the exact same topic. Be honest—which one are you more likely to read? […]
Generative Engine Optimisation (GEO): The Future of AI Search in 2025
Why Generative Engine Optimisation (GEO) Matters More Than Ever The Tipping Point We’ve All Been Waiting For Picture this: you’re researching a product, planning a holiday, or solving a work problem. Instead of scrolling through pages of search results, you ask ChatGPT, Claude, or Perplexity a question and get a comprehensive, cited answer instantly. Sound […]
Getting Your Brand Mentioned in AI Search Results:
The Startup’s Guide to Future-Proofing Your Digital Presence How to navigate the shift from traditional Search to AI-powered answers and why SEO isn’t dead—it’s evolving If you’ve noticed your target audience asking ChatGPT for restaurant recommendations or consulting Perplexity for product advice instead of scrolling through Google results, you’re witnessing a fundamental shift in how […]
The Climate Crisis Communication Challenge:
Fossil Fuel Marketing: Why Sydney Agencies Must Choose Sides As members of the global Clean Creatives community, we’ve witnessed firsthand the growing tension between scientific consensus and industry practice. The recent approval of Woodside Energy’s North West Shelf project extension until 2070 serves as a stark reminder that while the world burns, some still choose […]
Sustainable Web Design: 15 Principles for Eco-Friendly Websites
How to build brilliant websites that don’t cost the earth (literally) TL;DR: The Quick Guide to Greener Web Design Short on time? Here’s the gist: The internet produces as much CO2 as the aviation industry, but your website doesn’t have to be part of the problem. Sustainable web design means optimising images, choosing green hosting, […]
The AI Shortcut: Reflections on Work, Research and What Might Be Lost
When I started building websites, the equation was beautifully simple. People needed websites. I could make them. They paid me. Sorted. Now there’s a AI shortcut being dangled at almost every turn. Is it a golden era of sustainable web design or are we edging into the abyss? Let me be clear, I love AI. […]
5 Ways to Make Your Website Lighter, Faster, and Greener (Without Losing Style)
TL;DR Summary A bloated website doesn’t just frustrate your users—it slows everything down, hurts your search rankings, and leaves a bigger carbon footprint. In this guide, we break down five practical (and stylish) ways to make your site more efficient, more eco-friendly, and still beautifully on-brand. From cleaner code to smarter image handling, these are […]
Marzipan: The Rebuild Story
TL;DR I rebuilt my agency website from the ground up. It took me over 8 weeks, two existential crises, 200+ questions to Lovable, numerous false starts with static generators, one contact component meltdown, and more conversations about redirects than I care to admit. But I made it (mostly). This is the full, unfiltered story—from nervous […]