Hi - nice to meet you.

Here is everything you might need...

If you're here, we crossed paths at CareStack Inner Circle in Sydney. I'm James Richardson, Co-Founder of Optimising - a Melbourne-based SEO agency we've been running since 2008.

We're SEO and AI -only. No paid ads, no social, no web design. Just organic search - Google, and increasingly, AI.

What I was talking about

Search is changing fast. ChatGPT, Gemini, Perplexity and Google's AI Overviews are reshaping how patients find you before they ever visit your website.

Click here to find out whether ChatGPT recommends your practice.

What we've done in dental

We worked with Dental Boutique - Australia's largest cosmetic dental group - across 40+ locations in seven cities. In 12 months:

Non-branded organic clicks up 102% - reaching patients who'd never heard of them
Total organic clicks up 129%
High-value service pages up 300%
ChatGPT referral traffic up 1,343% year-on-year

They're now the only cosmetic dental brand appearing across all four major Australian cities in AI recommendations.

Hostplus

Dental Boutique

Chemist Warehouse

adidas

Let's stay in touch

Connect with me on LinkedIn for regular content on SEO, AI search, and what's actually working right now.

Connect on LinkedIn

Or if you'd rather just have a conversation, email me directly: james@optimising.com.au

We value purpose over profit and take action.

Our values and beliefs have always set the tone and approach to our business. It's not just enough to grow as a company and produce profits, we have a global responsibility to make our economy more inclusive and sustainable. As both a B Corp and a member of 1% for the Planet, we have further cemented this purpose within our organisation.

However, our work isn't done quite yet. For Optimising, this is simple the start of our journey towards building a better business and world!

Find out more

We're working with the Odonata Foundation to Save the Eastern Barred Bandicoot

Find out more

We're real people! Meet
the Optimising team!

Optimising is no ordinary SEO agency. We've brought together the best people in our industry to deliver best in class solutions.

Our team is made up of skilled individuals who consistently deliver leading solutions. A team of brilliant minds who aim to transform the business of our clients through clever, outside of the box solutions.

We are a highly experienced, dynamic group of professionals specialising in creating game changing SEO campaigns.

Meet us

Read our Blog Posts

What Staying Ahead of AI at an SEO Agency Actually Looks Like

We ran an internal AI team day at Optimising. Here's what we built, what we tested, and how we're thinking about AI's role in SEO strategy and client work.

Are llms.txt and llms-info pages worth the effort?

Google says you don't need llms.txt to appear in AI search. We've been tracking it since the spec dropped - here's what the data actually shows and what to do about it.

ChatGPT Ads is Launching in Australia

OpenAI is expanding ChatGPT ads to Australia. Here's what the US pilot data shows, what it costs, and why organic AI visibility matters more than ever before you spend a dollar.