Optimising
Optimising is a Melbourne-based specialist SEO agency founded in 2008, delivering technical SEO, website migrations, and AI search optimization (GEO) to enterprise and mid-market brands including adidas, Chemist Warehouse, and Penfolds.
- Company typePrivate
- Founded2008
- HeadquartersRichmond, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Optimising does
Optimising is a Melbourne-based specialist SEO agency founded in 2008 by James Richardson and Daniel Zuccon, operating from headquarters at 45 Vere Street, Richmond. The company delivers technical SEO audits, ongoing SEO campaigns, website migration services, and an emerging AI search optimization (GEO) capability to enterprise brands and ambitious mid-market businesses primarily across Australia, with select international engagements. The client roster spans major enterprise logos (adidas, Nando's, Chemist Warehouse, The Good Guys, Penfolds, Hostplus, Uniting Vic.Tas) alongside mid-market DTC and ecommerce brands (Bali Body, Henne, Jo Mercer, Dental Boutique, Man with a Van), positioning the firm as a credible partner for complex, multi-location, and platform-migration mandates.
The company's core technology stack combines third-party SEO platforms (Ahrefs, Google Search Console, GA4) with proprietary systems: an AI Search Reporting platform that tracks brand visibility across ChatGPT, Perplexity, Gemini, and Google AI Mode through custom prompt scraping, and OptMCP, a custom internal project management platform that integrates campaign workflows, client communications, and performance analytics with AI integration. The company is a certified Shopify Plus Partner and Google Premier Partner (2023), with documented expertise in platform-specific SEO across Shopify, Salesforce Commerce Cloud, and Adobe Experience Manager migrations. The firm is B Corp certified (October 2021) and a 1% for the Planet member, embedding ESG positioning into its brand and procurement eligibility.
Optimising operates a B2B professional services model with custom, quote-based pricing on retainer-style engagements, with multi-year contracts noted. Revenue streams include ongoing campaign retainers, one-off technical audits, AI visibility audits, and a recurring AI Search Reporting subscription layer. The go-to-market is hybrid: a sales-led direct engagement model supplemented by an event-driven community presence (Shopify Plus meetups, B Corp mixers, WTSFest, Sydney SEO Conference, Australian Web Awards) and a content-led inbound approach via its blog. The company is privately held with no disclosed outside investment and no parent company, with co-founders appearing to retain significant ownership and leadership.
Optimising firmographics
Firmographics- Name
- Optimising
- Legal name
- Optimising Pty Ltd
- Website
- https://optimising.com.au
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Optimising is a Melbourne-based specialist SEO agency founded in 2008, delivering technical SEO, website migrations, and AI search optimization (GEO) to enterprise and mid-market brands including adidas, Chemist Warehouse, and Penfolds.
- Ownership category
- akta.pro rank
Optimising industry classification
Industry- Product category
- Search Engine Optimization (SEO) Services
- NAICS
- Advertising Agencies (541810)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Search Engine Optimization (SEO) Services (MPAAACAA)
- akta.pro secondary industries
- AI Search & Generative Engine Optimization (GEO) Services (BPAFAJAO), Technical SEO (Audits, Crawl/Indexing, Site Architecture) (BPAFAJAA), Enterprise SEO (Large Sites, Governance, Workflow) (BPAFAJAF), SEO Analytics, Reporting & Attribution (KPIs, Dashboards, Forecasting) (BPAFAJAI), E-commerce SEO (Category/Product SEO, Merchant Feeds) (BPAFAJAE)
Keywords
Where Optimising is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Optimising business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- SEO Campaign Services: Ongoing SEO and AI search campaign management delivered as retainer-based engagements. Covers technical SEO, content strategy, off-page SEO, digital PR, and GEO (Generative Engine Optimisation). Pricing is custom based on scope and client size.
- Technical SEO Audits: One-time intensive diagnostic and analysis engagements involving site audits, written reports, presentations, and 30-day post-audit support.
- AI Visibility Audits: Standalone AI search visibility assessments including prompt library development and competitive benchmarking.
- AI Search Reporting: Monthly visibility tracking across AI platforms, delivered as standalone service or integrated with SEO campaigns. Includes quarterly strategy reviews.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom enterprise pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Optimising product offering
Product offeringCore offering
Optimising is a Melbourne-based B2B SEO agency that delivers technical SEO audits, ongoing organic search campaigns, website platform migrations, Shopify SEO, and digital PR services for enterprise and mid-market brands. The agency has extended its core SEO offering with AI search optimisation services, including GEO (Generative Engine Optimisation) campaigns and a proprietary AI Search Reporting system that tracks brand visibility across ChatGPT, Perplexity, Gemini, and Google AI Mode. Services are sold as retainer-based engagements with custom pricing, integrating traditional SEO and AI platform visibility management into unified campaigns.
Product overview
Optimising is an SEO agency offering a unified platform of search optimization services. The core offering consists of Technical SEO Audits, Ongoing SEO Campaigns, and Website Migrations, supported by AI Search services (AI Search Optimization, GEO Campaigns, and AI Search Reporting). GEO and AI Search Reporting are integrated into ongoing campaigns rather than sold as separate silos, providing combined SEO and AI visibility management. The company also offers specialized Shopify SEO and Digital PR services. All services include transparent monthly reporting covering both traditional SEO metrics and AI visibility metrics.
Differentiator
Problem solved
Functional benefit
Products and services
- Technical SEO Audits Deep-dive diagnostic engagement that identifies SEO issues and growth opportunities across site structure, content, metadata, mobile performance, page speed, and link profiles, delivered to businesses seeking to fix legacy issues or plan growth strategy.
- Ongoing SEO & AI Search Campaigns Retainer-based integrated SEO and AI search campaign covering technical SEO, on-page optimization, GEO, off-page SEO, digital PR, and transparent monthly reporting for enterprise and mid-market clients.
- GEO Campaigns Generative Engine Optimisation campaign that builds brand visibility in ChatGPT, Perplexity, Gemini, and Google AI Mode through entity optimization, AI-focused content structuring, schema implementation, and platform-specific tuning.
- AI Search Reporting Monthly AI visibility tracking across ChatGPT, Perplexity, Gemini, and Google AI Mode, including citation tracking, share of voice analysis, competitive monitoring, and quarterly strategy reviews, delivered as a standalone subscription or integrated with SEO campaigns.
- AI Visibility Audits Standalone AI search visibility assessment that includes prompt library development and competitive benchmarking across major AI platforms, intended for brands seeking a snapshot of their AI search performance.
- Website Migrations SEO-focused website migration service that protects traffic, rankings, and backlinks during platform changes through pre-migration audits, redirect mapping, and post-migration monitoring.
- Shopify SEO Specialised SEO service for Shopify merchants covering technical SEO audits, migration to Shopify, and ongoing optimisation, delivered as an official Shopify Plus SEO Partner.
- Digital PR Digital PR and media outreach service that builds authority signals, earns citations on high-authority publications, and reinforces brand expertise for both human audiences and AI platforms.
Quantifiable outcome
- 50% organic traffic growth (Uniting Vic.Tas)
- +4 more outcomes
Companies that use Optimising
Customer profileNamed customers15 records
Segments5 records
Ideal customer profiles4 records
Optimising technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability7 records
Feature3 records
Optimising partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Google Premier PartnercoreGoogle Premier Partner status awarded in 2023 recognizing high performance in digital marketing and SEO services.
- Shopify Plus PartnerscoreOfficial Shopify Plus SEO Partner, one of the first Australian agencies to achieve this status. Partnership provides additional support, knowledge sharing, and recognition within the Shopify ecosystem. Tristan Miller, Senior Plus Partner Manager at Shopify, stated Optimising is 'the perfect candidate' for the program with 'incredibly strong relationships with other development partners.'
- B Lab (B Corporation)coreB Lab facilitates B Corp certification measuring performance across governance, employees, customers, community, and environment. Optimising joined 3,500+ businesses across 70 countries certified as B Corporations.
- 1% for the PlanetcoreGlobal movement of over 3,800 businesses committing 1% of revenue to environmental causes. Kate Williams, CEO of 1% for the Planet, welcomed Optimising noting 'the planet needs bigger support' and only 3% of total philanthropy goes to the environment.
- Veneziano Coffee RoastersminorFellow B Corp and local Richmond business. Optimising team participated in coffee workshop and shares sustainability values. Interviewed Lachlan Hall on Veneziano's sustainability initiatives and B Corp certification journey.
- Odonata FoundationminorEnvironmental partnership working to Save the Eastern Barred Bandicoot, an endangered species in Victoria. Demonstrates Optimising's commitment to local environmental causes beyond just financial contributions.
- Various Environmental Non-ProfitsminorOptimising supports multiple environmental organizations through 1% for the Planet including Ceres, OzHarvest, Sea Shepherd, Yarra Riverkeeper, Mobilise, Climate Council, Seed, WWF, Fair Wood, Wires, and others.
- We Go Beyond (Shane Austin)minorExternal designer who created Optimising's branding and website design concept. Shane Austin from We Go Beyond designed the logo and website as referenced in 2019 website launch post.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Optimising competitors and assessment
Company assessmentDirect peers
- Ignite Visibility: US-based SEO agency offering technical SEO, content, digital PR, and paid media for mid-market and enterprise clients. Comparable in retainer-based SEO services and enterprise client focus.
- StudioHawk: Australian boutique SEO agency specializing in technical SEO and enterprise clients. Most direct competitor given similar size, geography (Melbourne), technical SEO focus, and premium positioning in the APAC market.
- Victorious SEO: US SEO agency focused on data-driven SEO campaigns for enterprise and mid-market clients. Directly comparable business model centered on technical SEO, content strategy, and measurable organic growth outcomes.
- Coalition Technologies: US-based SEO agency specializing in ecommerce SEO, Shopify, and design. Directly comparable given Optimising's Shopify Plus SEO specialization and ecommerce client base (Cake Decorating Central, Bali Body, Jo Mercer).
Broad incumbents
- WebFX: Large US-based full-service digital marketing agency with a substantial SEO practice. Comparable in offering SEO and AI-search-style services but at significantly larger scale across multiple channels (PPC, web design, content).
- Amsive (formerly Merkle HCDM): Large US data-driven marketing agency with deep SEO capabilities. Overlaps in enterprise SEO, migrations, and analytics but operates as part of a broader performance marketing portfolio serving Fortune 500 clients.
Emerging players
- Conductor: Enterprise SEO platform combining software (orchestration, content guidance) with services. Comparable in enterprise SEO positioning and AI-search-adjacent features, but pairs technology with implementation rather than pure services.
- Profound: Emerging AI search visibility and GEO analytics platform tracking brand presence across ChatGPT, Perplexity, and other LLMs. Most direct technology-layer competitor to Optimising's proprietary AI Search Reporting system.
Regional players
- Click Click Media: Australian digital marketing agency offering SEO, PPC, and web design. Regional comparable operating in the same Australian market but with a broader multi-channel offering rather than Optimising's specialist SEO focus.
- King Kong: Australian digital agency offering SEO, PPC, and social media services with a strong performance marketing angle. Regional competitor targeting similar mid-market Australian SMBs and growth-stage businesses.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Optimising social profiles
Digital presenceOptimising compliance and trust
Trust signalCompliance3 records
Optimising financial estimates
Financial estimateRevenue estimate
Valuation estimate
Optimising leadership team
Management profileNumber of profiles
Profiles10 records
Optimising funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Optimising M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Optimising
What does Optimising do?
Optimising is a Melbourne-based B2B SEO agency that delivers technical SEO audits, ongoing organic search campaigns, website platform migrations, Shopify SEO, and digital PR services for enterprise and mid-market brands. The agency has extended its core SEO offering with AI search optimisation services, including GEO (Generative Engine Optimisation) campaigns and a proprietary AI Search Reporting system that tracks brand visibility across ChatGPT, Perplexity, Gemini, and Google AI Mode. Services are sold as retainer-based engagements with custom pricing, integrating traditional SEO and AI platform visibility management into unified campaigns.
Is Optimising a public or private company?
Optimising is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Optimising founded?
Optimising was founded in 2008. It employs 11 to 50 people.
Where is Optimising based?
Optimising is headquartered in Richmond, Australia, in the Oceania region.
How does Optimising make money?
Four revenue lines are on record. SEO Campaign Services are the primary driver. The others are technical SEO Audits, AI Visibility Audits and AI Search Reporting.
Who are Optimising's main competitors?
Direct peers on record are Ignite Visibility, StudioHawk, Victorious SEO and Coalition Technologies. Broad incumbents are WebFX and Amsive (formerly Merkle HCDM). Emerging players are Conductor and Profound. Regional players are Click Click Media and King Kong.
Does Optimising have an API?
No public API is recorded for Optimising.
What industry is Optimising in?
Optimising's product category is Search Engine Optimization (SEO) Services. Its primary akta.pro industry code is MPAAACAA, Search Engine Optimization (SEO) Services, with a secondary code of BPAFAJAO, AI Search & Generative Engine Optimization (GEO) Services. Its NAICS code is 541810 and its SIC code is 7311.