“Set up Google Search Console… have a scroll. Some of them will make sense. Some might surprise you. Write those down. That list is the start of your SEO plan.”

“Open Google Search Console. Go to the performance report and filter by that one page. Write down four numbers, impressions, clicks, average position, and the searches it shows up for. Then, check back once a month.”

“Nearly 78% of these unusual results returned to their usual set of websites within 3 days... give it time, it might settle. But also compare that with your Google Search Console results.”

“Pretend you're your ideal customer. Start on Google, search for what you do and your suburb, click through to your site and try to get in touch. Every time you hit a moment of, hmm, where do I go now? Write it down.”

“I had a giant notebook on Notebook LM filled with all of my research materials… the most basic way I would use that is just to query it about things that I needed to know… it would pop back a list, sort of like a supercharged search function.”