About
Who We Are
An innovative technical SEO agency
Our technical expertise allows us to tackle complex SEO problems where others struggle, uncovering hidden opportunities that drive real ROI.
Our work spans technical SEO, content strategy, platform migrations, and AI search visibility - tailored to your specific industry and goals. As search evolves beyond traditional engines, we help businesses get found in AI platforms too.
Our formula is simple: a passionate and experienced team, ethical and innovative processes, and data-driven methodologies that adapt as search changes.
Our Story
Optimising was founded in 2008 by Daniel and James. From a tiny shared office to one of the leading digital agencies in Melbourne, Optimising has grown significantly while still adhering to our core values.
We made the deliberate decision to focus exclusively on SEO - it's all we do, and it's what makes us different.
Ultimately, what has kept Optimising at the head of the pack is our dedicated and passionate team. In a very competitive and constantly changing market, it's our attention to detail and innovative approach which sets us apart.
We believe in complete transparency, you'll always know exactly what we're doing and why. Our technical foundation means we can identify and solve complex SEO issues that most agencies miss, while our creative strategies ensure your brand stands out in crowded markets.
Making a Difference
B Corp Certified SEO Agency
Becoming a certified B Corporation (or B Corp) was no easy feat!
To successfully qualify as a B Corp, companies need to demonstrate how they are putting purpose before profit and are graded within five categories including governance, employees, community, customers, and the environment.
We Give 1% for the Planet
When it comes to helping the environment, we put our money where our mouth is.
By joining the 1% for the Planet initiative, we are committed to donating one percent of our revenue to environmentally-focused not-for-profit organisations.
Pro Bono SEO work
At Optimising, we believe in making a difference beyond just financial giving.
Each year, we dedicate hundreds of hours to pro-bono services and provide in-kind support to amplify causes through SEO.
We're Active in the Community
At Optimising, we are committed to supporting our local community groups by engaging in important environmental and social work. We commit to at least 50% of our expenses going towards independent, local suppliers, and we are constantly striving to increase this.
By also volunteering locally, we support exciting new projects, workshops, and events that aim to educate the community and help preserve our environment for generations to come.
Creating a positive impact is a priority for us at Optimising. Whether through our extensive recycling and in-office environmental efforts or funding new community projects, we enjoy getting involved.
They're talking about us...
Optimising is recognised as one of Australia's leading SEO agencies.
We hold a number of accreditations that reflect our commitment to both the quality of our work and the way we operate as a business.
We're also regularly nominated across major search marketing award programs and occasionally find ourselves in the press when the topics we work on - AI search, sustainable business, and the evolving SEO landscape - attract attention.
We're active in the industry
We don't just do SEO - we want to make the industry better!
Come find us at one of the many events our team run and attend.
Our Team
Optimising is more than just an SEO agency. We’re a team of brilliant digital minds who aim to transform the business of our clients through clever, outside of the box SEO solutions for our clients.
What makes Optimising a truly special place to work is our collaborative and learning-oriented approach. We are invested in helping our team grow and learn more about SEO and digital marketing by providing collaborative working styles and shared resources.
At Optimising, we’ve created an environment that celebrates teamwork and work-life balance. We want our team to feel excited to come to work every day so we’re serious about promoting a culture of respect, inclusion and enjoyment.
Harry McNamara
Head of Client Services
Nick Parkinson
Daniel Zuccon
Co-Founder
Daniel Estabillo
SEO Specialist
Skye Baker
Head of People & Culture
Alexander Costin
SEO Specialist
Jim Ferguson
James Richardson
Co-Founder
Isabelle Richards
SEO Specialist
Ellie Davis
SEO Executive
Brandon Foster
SEO Specialist
Niamh O'Higgins
Content Specialist
Dan Emery
SEO Lead
Taylor Brammer
SEO Specialist
Millie
Join our team
At Optimising, we strive for one simple goal: which is to do great work for our clients.
This has been the goal since we started 18 years later, our credentials show it.
Whether you’re a Senior SEO Lead or a SEO Executive, you’ll be working with a stellar bunch.
Our rotating list of diverse and inspiring clients makes our work constantly stimulating and interesting. The cherry on top? You’ll be having plenty of fun in between.
What our clients say
Michael Catalano
January 2026
We've been running an ecommerce website for over 10 years and have been working with Optimising for a large part of that. Throughout that time Optimising have consistently delivered a high level of service and results. Their proactive approach means they’re always thinking ahead for us, identifying opportunities, and keeping our digital strategy moving in the right direction. Highly recommend
Louise Raper
January 2026
Optimising have been our SEO guiding light for over 10 years now. They're reporting is outstanding and they're ability to resolve some scary security issues we had early in the peace completely put our minds at rest with how quickly they were resolved
Sarah Murphy
December 2025
Working with James and his team has be wonderful! They move quickly, efficiently and are happy to answer any questions or concerns along the way. We saw improvements within the first month of work. Can't recommend enough!
George Papadopoulos
December 2023
Great agency that know their stuff, highly recommended
All Office
February 2022
Have been using the Optimising team to help us run our operation. Lots of great support over the years. Thanks again!
Kylie Richards
April 2021
We cannot recommend this company enough! Amber and Isodora have been tirelessly working on our website and business SEO now for four months and the results are outstanding. Traffic and orders from our new website; which was our main goal have increased beyond our expectations. Being a very niche market with our business which is cake decorating supplies we were concerned as we have found in the past that people just don't get us and what we need. Both Amber and Isodora have made it their priority to understand exactly who our customers are and are constantly learning about our products and services. It also good to be pushed outside of our comfort zone when it comes to suggestion for their campaigns and changes to all aspects of digital marketing. And it is paying off! Thank you team!
