The short version
I started in digital in 1997, when search engines were a novelty and most businesses did not have a website. For the next decade I worked in media and digital sales and marketing roles across publishing, finance, automotive and travel, in Sydney and nationally, which is where I learned how search, paid media, direct marketing and brand actually fit together, and how to tell when one of them is being oversold.
In 2008 I started Frequency Consulting part time, and by 2012 it was my full-time work. Frequency Digital, the agency brand, does web design, digital strategy and SEO for clients around Australia, most of whom came by referral. SEO Sydney NSW is the search-only practice inside it.
Why the practice is small on purpose
I limit myself to three retainer clients at a time. That is not a marketing line; it is how I keep the quality up and stay the person doing the work. Agencies scale by hiring juniors and putting account managers between you and the work. I would rather do less, do it myself, and charge a fair price for it.
Local search from the publisher side
I also build and run two regional community websites in New South Wales, Port Now and Northern Rivers Now, which carry around 19,000 business listings between them. Running directories at that scale means I see how local search behaves from the other side: which listings get found, which get ignored, and what Google does with a page that exists for thousands of businesses. That perspective goes into every local SEO engagement.
What I believe about SEO
- Google’s quality guidelines are the strategy. Everything that works long term is in them; everything that gets penalised is a shortcut around them.
- Measure enquiries, not rankings. A position is a means to an end.
- Fix the technical problems first. They cap everything else.
- Say no when SEO is the wrong spend. Sometimes a better website or paid search does more.
- The client should understand every recommendation. If I cannot explain it plainly, I have not thought it through.
Where I am
I am based in regional New South Wales and work with Sydney businesses remotely, with on-site days in Sydney by arrangement for kick-offs and training. SEO Sydney NSW is a practice of Frequency Consulting Pty Ltd, ABN 80 131 669 728.