Goop Digital

What Goop Digital does

Goop Digital is a privately held, bootstrapped full-service digital marketing agency headquartered in Geelong, Victoria, Australia, with a second office in Hobart, Tasmania established in 2019. Founded in 2007 by husband-and-wife team Karl Morris (Managing Director) and Amanda Ferry (Co-founder), the firm employs approximately 12 professionals spanning online strategists, SEO copywriters (with journalism/PR backgrounds), PPC specialists, designers, and developers. It serves primarily small business owners across regional Australia, with selective engagements in nonprofit/NGO and mid-market segments, delivering custom WordPress website design and development, SEO, Google Ads management (Search, Display Remarketing, Shopping), organic and paid social media, content marketing, branding/logo and graphic design, photography, and an emerging Generative Engine Optimisation (GEO) offering for AI-search visibility.

The agency's core technology stack is built on WordPress with in-house custom-developed themes (no off-the-shelf templates), SEO-integrated into the build from the outset via a structured 11-step development process. The business operates a hybrid revenue model: one-time project fees for website builds (entry pricing under AUD $6,000, 50% deposit on acceptance) layered with monthly recurring subscriptions for managed hosting, Google Ads management, content marketing, social media management, and GEO services — notably without lock-in contracts on the recurring lines. Distribution is direct and human-led: phone, website enquiry forms, in-person consultations at the Geelong and Hobart offices, and referrals from existing long-tenured clients. Marketing channels include an active long-running blog, self-run Google Ads campaigns, organic Instagram and Facebook presence, a managed Google Reviews profile (4.7/5 across 84+ reviews), and community/charity engagement supported by memberships with the Geelong Chamber of Commerce and sponsorship of the Australian Funeral Directors Association.

The firm's strategic positioning centres on being a regionally based, jargon-free, accountability-driven alternative to metropolitan digital agencies, targeting SMB customers who lack the budget or technical sophistication to engage larger firms. Goop Digital holds Google Partner status and reports that 90% of its clients rank on Google's first page for main keywords, 97% derive the majority of their traffic from Google search, and 100% receive an annual review — outcome claims that underpin its value proposition of measurable, long-term organic results rather than short-term paid acquisition. As a bootstrapped private limited company (GOOP Pty Ltd, Victoria) with no disclosed external investors or secondary transactions, the agency has scaled organically over 18 years to its current two-office, ~12-person footprint.

Name

Goop Digital

Legal name

GOOP Pty Ltd

Website

https://goop.com.au

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Goop Digital is a bootstrapped, Geelong- and Hobart-based full-service digital marketing agency founded in 2007, employing ~12 specialists to deliver custom WordPress web design, SEO, Google Ads, social media, and content marketing to small businesses across regional Australia.

Ownership category

akta.pro rank

Product category

Digital Marketing Services

NAICS

Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

SEO Content Strategy & Production (Topic Research, Editorial Planning) (BPAFAJAH)

Keywords

• Digital marketing services
• Web design and development
• Search engine optimisation
• Google Ads management
• Social media marketing

Headquarters

HQ city

Geelong

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Website Design & Development: Custom WordPress website development with SEO integration, responsive design, copywriting, and hosting. Projects typically take 80+ hours and include strategic planning, research, design, development, and training.
2. Managed Website Hosting: Ongoing managed hosting service including WordPress core updates, plugin updates, daily backups, 24/7 server monitoring, and business hours phone support. Monthly service.
3. Google Ads Management: Pay-per-click advertising management including search ads, display remarketing, and shopping ads. Monthly management with transparent reporting and conversion tracking setup.
4. Social Media Management: Both organic social media posting and paid social ads campaigns. Includes setup, content creation, management, and monthly reporting.
5. Content Marketing: Ongoing content marketing services including SEO-focused blogs, new page content, EDMs, metadata updates, and ongoing optimization. Quarterly strategy with monthly execution.
6. Logo & Graphic Design: Brand identity services including logo design, style guides, business cards, flyers, brochures, and other marketing collateral.
7. AI Visibility / GEO Services: Generative engine optimisation services to improve visibility in AI search results, including content audits, AI search reviews, structured content planning, and FAQ creation.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Goop Digital is a regional digital marketing agency that custom builds search-engine-optimised responsive WordPress websites and provides integrated online marketing services including Google Ads management (Search, Display Remarketing, Shopping), organic and paid social media marketing, content marketing, SEO copywriting, and generative engine optimisation (GEO) for AI search platforms. It also offers branding services such as logo design, graphic design, and photography, plus managed WordPress hosting and ongoing support for small business clients across regional Victoria, Tasmania, and Australia-wide.

Product overview

Goop Digital is a full-service digital marketing agency offering a comprehensive suite of digital marketing and design services through two main channels: websites and online marketing. Their core website products include SEO Optimised Website and SEO Guaranteed Website packages, built on WordPress with custom development, hosting, and support included. Their digital marketing services span paid advertising (Google Ads including Search, Display Remarketing, and Shopping), social media marketing (both paid and organic), content marketing, and design services (logo design, graphic design, photography). They also offer Generative Engine Optimisation (GEO) services for AI search visibility. The company operates primarily in Geelong and Hobart, servicing small businesses across regional Australia with a team of online strategists, copywriters, PPC specialists, designers, and developers.

Differentiator

Problem solved

Functional benefit

Products and services

• SEO Optimised Website A customised, responsive website package with SEO optimisation, content writing or enhancement of existing content, training on SEO principles, and ongoing support for improving rankings. Designed for small businesses looking for a cost-effective digital presence.
• SEO Guaranteed Website A premium custom website package with guaranteed ranking in Google for targeted keywords, including in-depth SEO copywriting, tailored training, and strategic approach for location-based service providers. Marketed as Goop Digital's most popular product.
• Generative Engine Optimisation (GEO) / AI Visibility AI search optimisation service that improves visibility in AI-powered search platforms including Google AI Overviews, ChatGPT, and Perplexity by structuring website content for better AI comprehension and recommendation, including content audits, AI search reviews, structured content planning, and FAQ creation.
• WordPress Website Development Custom WordPress website development using in-house built themes, delivering Google-friendly, user-friendly websites that are unique to each business and developed to specific needs via an 11-step methodology.
• Organic Search Engine Optimisation (SEO) Ongoing SEO service focusing on optimising website content so Google finds, likes, and displays it in search results, encompassing keyword research, copywriting, and technical website structure built into every website Goop Digital builds.
• SEO Copywriting Professional copywriting service delivered by qualified journalists and PR professionals, trained in SEO to create Google-friendly content that is compelling for customers while optimising for search visibility.
• Website Hosting & Support Managed WordPress hosting on Australian servers with 24/7 monitoring, daily backups, WordPress core and plugin updates, 1.5GB storage, and business hours phone support, delivered as a monthly subscription.
• Google Ads Management Pay-per-click (PPC) advertising management on Google Ads platform, including campaign strategy, keyword targeting, conversion tracking setup, and ongoing optimisation for targeted website traffic. Delivered monthly with transparent reporting and no lock-in contracts.
• Google Search Ads Text-based search advertisements that appear on Google's search engine results page in response to user search queries, targeted by keywords for businesses seeking leads or sales.
• Google Display Remarketing Display advertising that tracks and delivers ads to users who have visited a website for up to two years, including responsive display ads and custom creative display ads in 20 different unit sizes.
• Google Shopping Ads Visual product advertisements featuring photos, prices, titles, and shop names that appear when users search for products on Google and Google Shopping, requiring product feed setup via Google's Merchant Center.
• Social Media Marketing (Paid Social Ads) Paid social media advertising campaigns across platforms including Facebook and Instagram, including campaign setup, audience creation, ad management, monthly reporting, and Facebook Shop integration.
• Organic Social Media Management Ongoing social media content creation, posting, and management services including setup, engagement strategies, and training for DIY management of social channels.
• Content Marketing Ongoing content marketing service including SEO-focused blog writing, new page content, email marketing (EDMs), LinkedIn profile setup, backlink analysis, metadata optimisation, and YouTube channel creation, delivered on a quarterly strategy with monthly execution.
• Logo Design Business logo design service including research, design, development, and style guide creation for maintaining consistent branding across marketing applications.
• Graphic Design Graphic design services including business cards, flyers, booklets, postcards, brochures, presentation folders, branding packs, style guides, and online advertisements.
• Photography Photography services for websites and social media, including professional photographer referrals, image library sourcing, and minimalist website designs that rely on typography and colour without photographs.
• Online Marketing Strategy Strategic online marketing guidance for small businesses covering website fundamentals, blogging, social media, email marketing, paid advertising, and video content.

Quantifiable outcome

• 90% of clients rank on Google's first page for main keywords
• +3 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered minor.

• Geelong Chamber of CommerceminorStrategic or Co-development PartnerActive membership providing networking opportunities and local business community engagement. Aligns with GOOP Digital's regional focus and commitment to supporting local businesses.
• Australian Funeral Directors AssociationminorGTM or Marketing PartnerSponsorship of industry association. Provides visibility among funeral director businesses and potential partnership opportunities.

Scale indicators8 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• HubSpot: CRM and inbound marketing platform with website builder, SEO tools, content marketing, and agency partner ecosystem. Competes with Goop across multiple service lines at enterprise and SMB tiers.
• SEMrush: Global SEO platform and agency-services provider serving SMBs with SEO tools, content, and managed services. Overlaps with Goop on SEO and content marketing for smaller customers but operates at much greater scale.
• Wix: DIY website builder platform used by SMBs to self-serve web design that Goop would otherwise build. Represents the do-it-yourself alternative to Goop's custom WordPress service.

Direct peers

• King Kong Digital: Australian digital marketing agency offering web design, SEO, Google Ads, and social media to SMBs. Closely comparable business model, service mix, and target customer profile to Goop Digital.
• Supple Digital: Australian digital agency building SEO-driven websites and providing SEO, Google Ads, and content marketing to local and SMB clients. Direct comparator in service scope and customer size tier.
• Web Profits: Australian growth-focused digital marketing agency offering SEO, Google Ads, web design, and content marketing for SMBs and mid-market. Comparable service lines and target segment to Goop.
• Bluewire Media: Australian digital marketing agency in Brisbane focused on lead-generation web design, SEO, and Google Ads for small businesses. Similar SMB focus and SEO-led delivery model as Goop.

Regional players

• EDGE Marketing & Communications: Regional Victoria-based marketing agency offering web design, SEO, and digital marketing services to businesses. Competes in overlapping regional Australian SMB market with Goop.
• Anchor Digital: Melbourne/regional Australian web design and digital marketing agency serving SMB clients with SEO and Google Ads. Comparable offering but with a different geographic center than Goop's Geelong base.

Emerging players

• Ahrefs: SEO toolset and growing services business focused on organic search optimization. Adjacent competitor for SEO mindshare with prospective Goop clients who might consider in-house SEO tooling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/goopdigital
• Instagraminstagram.com/goopdigital
• LinkedInlinkedin.com/company/goop

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goop Digital