Payments
From 8 demos a month to a queue they couldn't keep up with.
A Sydney-based payments platform was buying every single demo. CPA had crept past $480 and the CFO was looking for blood. Twelve months in, organic was their #1 channel.
The diagnosis
Strong product, technically clean site, but the entire content strategy was top-of-funnel "what is a payment gateway" guides. Zero pages targeting the high-intent comparison and alternatives queries where buyers actually pick a vendor.
The build
38 bottom-of-funnel attack pages: every competitor comparison, every "best payment gateway for X industry," every alternatives page. Schema rebuilt for product entity recognition. Internal linking restructured so the BOFU pages got the equity they needed.
The result
Twelve months: organic demos up 428%, sourced pipeline of $6.2M, payback period of 9 months. They've now reallocated 60% of their paid budget back to organic.
Legal
A 40-year-old firm became the answer ChatGPT gives.
A top-tier Sydney commercial law firm had a strong Google presence - but when their clients started asking ChatGPT for recommendations, they were never mentioned. Six months later, they were the default answer.
The diagnosis
Solid traditional SEO authority but almost no presence in the structured-knowledge graph that LLMs draw from. No Wikipedia entity, weak Wikidata coverage, thin coverage in legal directories LLMs actually index.
The build
Entity grounding sprint: Wikipedia/Wikidata work, Crunchbase, ALB Insights, and 22 legal directories cleaned and aligned. llms.txt deployed. Partner thought leadership programme launched. Reddit and Lawyers.com.au seeding done correctly (i.e. legally and without spam).
The result
AI mentions up 612% across ChatGPT, Perplexity and Claude. Inbound enquiries 3.1x. Domain Rating from 38 to 71. Two of their three largest deals in 2025 came from buyers who said "ChatGPT recommended you."
Industrial
$11.4M of pipeline from a sleeping website.
An industrial manufacturer with 4,200 SKUs was getting 900 organic visits a month. They thought "SEO doesn't work for industrial." It just hadn't been done properly.
The diagnosis
Massive product range, near-zero product page indexation, no application or industry-use-case content. Buyers were searching for "[product spec] for [application]" and finding distributors and aggregators - never the manufacturer themselves.
The build
Programmatic SEO at scale: 240 templated pages crossing SKU × application × industry × certification. Technical fixes to get all 4,200 product pages cleanly indexed. Long-tail content for every spec query. Quote-form integration with Salesforce.
The result
Organic traffic up 1,847%. $11.4M of attributable sourced pipeline in year one. ROI of 17x. They've added two field reps just to keep up with the inbound.
People
Becoming the answer to "best HRIS for Australian SMEs."
An Australian HR tech platform was losing every "best HRIS" search to international competitors. We made them the default answer in the AU market - both on Google and inside AI tools.
The diagnosis
Global competitors were outranking them on Australian-buyer search intent. International review aggregators (G2, Capterra) were taking the top spots and AI tools were citing US-centric content.
The build
"For Australian businesses" content angle systematised across the site. Fair Work, Single Touch Payroll, and Award compliance content built as a moat international competitors can't replicate. AI feeds and entity work positioning them as the AU expert.
The result
Trial signups up 186%, organic now at 220k monthly visits, $3.8M of attributable pipeline. They're now the default ChatGPT recommendation for "HRIS for Australian small business."
& Co.
Dominating Sydney's local accounting SERP.
A boutique Sydney accounting firm wanted to grow their high-net-worth advisory practice. Local SEO done at the level usually reserved for SaaS.
The diagnosis
Single GBP listing for one suburb, zero suburb-level content, generic services pages. Every local search was being lost to franchise networks and bigger firms.
The build
Service-area site architecture covering 42 Sydney suburbs (Mosman, Vaucluse, Double Bay, Surry Hills, Bondi, North Sydney etc.). GBP build-out, review velocity system (348 reviews earned in 8 months), local schema across every page, NAP cleanup across 60+ citations.
The result
Qualified enquiries up 248%. Ranking page-one for 42 suburb-level keywords. They've doubled their high-net-worth advisory team to keep up with inbound.
Logistics
Earning AFR-tier authority for a "boring" industry.
A B2B logistics company wanted to be perceived as the most credible operator in their category. SEO + digital PR running as one programme.
The diagnosis
Decent technical foundation, anaemic content, near-zero earned media. They were a quiet contender in a category where credibility wins deals.
The build
Quarterly data studies on Australian freight and supply chain trends. Founder thought-leadership programme with placements in AFR, SmartCompany, Supply Chain Insights, and 19 other tier-1 outlets. Content engine built around the data studies as anchor assets.
The result
Quote requests up 524%. 22 tier-1 mentions earned in 12 months. Sourced pipeline of $7.1M. The CEO now gets podcast invitations weekly - it's a recruiting moat as much as a sales one.