SEO and AI search optimisation.
Peel Marketing is a Melbourne-based boutique agency providing SEO and AI search optimisation for established businesses across Australia. We build visibility in Google and in AI tools like ChatGPT, Perplexity and Google’s AI Overviews, prioritised by commercial relevance.
What search visibility is built on.
- Technical foundations, so the site can be crawled and indexed.
- Clear pages, so search engines and AI tools understand what the business does.
- Content that answers the questions customers actually ask.
- Authority from relevant links and mentions, so the business is trusted as a source.
- Consistent information across the web, so AI tools can reference it with confidence.
- Measurement, so the work follows what produces enquiries.
How an SEO engagement runs
- 01
Audit
Technical health, rankings, content, authority, and how AI tools currently describe the business.
- 02
Prioritise
Pages and searches ranked by their relevance to the services the business wants to grow.
- 03
Build and optimise
Technical fixes, page improvements, new content and authority work, delivered in order of impact.
- 04
Measure and adjust
Rankings, traffic, enquiries and AI visibility reviewed, with priorities adjusted as data builds.
What the work includes
Technical SEO
The foundations search engines rely on.
Site structure, crawlability, indexation, internal linking, metadata, schema, page performance and any technical issues affecting visibility.
- Site structure
- Crawlability
- Indexation
- Internal linking
- Metadata
- Schema
- Page performance
On-page optimisation
Pages that say clearly what the business does.
Improving existing pages so search engines, AI systems and people can understand what the business does and which searches each page should answer.
- Service pages
- Page structure
- Search intent
- Metadata
Content strategy
Subjects and questions worth answering.
Identifying the subjects, questions and search opportunities that attract commercially relevant audiences.
- Subjects
- Customer questions
- Search opportunities
- Expert-led content
AI search optimisation
Content AI tools can retrieve and reference.
Improving the structure, clarity, authority and usefulness of content so AI-powered search and answer tools can understand, retrieve and reference it.
- Entity and brand signals
- Structured content
- Schema
- Clear service and expertise pages
- FAQ content
- Expert-led content
- Content built on real customer questions
- Source and authority development
- Internal linking
- Consistent brand information across the web
Local SEO
Visibility in the markets you serve.
Location and service-area visibility for businesses competing within specific geographic markets.
- Location pages
- Service-area visibility
- Google Business Profile
- Local rankings
Content optimisation
Existing content, made to work harder.
Updating existing content for search intent, topical depth, readability and retrieval by search engines and AI systems.
- Search intent
- Topical depth
- Readability
- Retrieval by AI systems
Search measurement
Visibility tracked against outcomes.
Tracking rankings, organic traffic, enquiries, visibility and emerging AI search opportunities as the search landscape develops.
- Rankings
- Organic traffic
- Enquiries
- Search visibility
- AI search visibility
- Reporting and recommendations
SEO and AI search for law firms.
Practice-area pages, location pages, structured legal content and entity signals, built around how prospective clients research a legal issue and compare firms.
Search results
See all resultsNJ Lawyers
Legal, SEO, Google Ads+198.73%Organic sessions, year on year
- #2 → #1
- “lawyers Essendon”
- #1
- “wills Essendon”, “property lawyer Essendon” and “estate lawyer Essendon”
- #4
- “lawyer Sunbury”
- 215
- Ranking keywords, including 10 top-three positions
Redlich’s Work Injury Lawyers
Legal, SEO, Paid search#1“personal work injury lawyer”
- #7 → #2
- “work injury lawyers”
- #9 → #2
- “injury at work lawyers”
- #28 → #5
- “WorkCover lawyers Melbourne”
- #36 → #7
- “workers compensation lawyers Melbourne”
- 1,729
- Organic keywords, 137 on page one
Health and wellness
SEO, Content, Local search#26 → #2“yoga Essendon”
Stronger local rankings and organic growth for a Melbourne health and wellness business offering psychology, yoga and Pilates, through service page content, site improvements and local search optimisation.
- #24 → #2
- “Essendon yoga”
- 1.4k → 1.9k
- Monthly organic sessions, within a few months
Professional services
SEO, Organic growth, Digital strategyClose to 10×Organic traffic growth
- 6 months
- Significant growth in keyword visibility
Related services
See all servicesGoogle Ads
Search campaigns that capture high-intent demand alongside organic visibility.
Content
SEO articles, expert-led content and FAQs with a defined role.
Websites & landing pages
Site structure, messaging and conversion journeys built with SEO in mind.
Reporting & measurement
Search performance reported with interpretation and recommendations.
Common questions about SEO and AI search
What is AI search optimisation?
Improving the structure, clarity, authority and usefulness of a business’s content so AI search and answer tools can understand it, retrieve it and reference it when people ask questions about the services it offers.
Does AI search replace traditional SEO?
No. Google remains a major acquisition channel. Much of the work supports both: technical foundations, structured content, schema, clear service pages and authority all help traditional rankings and AI visibility.
How is SEO work prioritised?
By commercial relevance. The services and searches most closely tied to the business’s growth priorities come first.
How is performance measured?
Rankings, organic traffic, enquiries and search visibility, along with emerging AI search opportunities as the landscape develops.
Is AI search optimisation the same as GEO or AEO?
Yes. Generative engine optimisation (GEO) and answer engine optimisation (AEO) describe the same work: helping AI search and answer tools understand, retrieve and cite a business. We treat it as part of SEO.
Who is Peel’s SEO work for?
Established Australian businesses, including law firms, B2B and professional services, and health businesses, where visibility in search and AI tools supports enquiries and revenue.
Is link building still worthwhile?
Yes, when the links are relevant and credible. Links from industry publications, associations and trusted local sources remain a strong ranking signal, and mentions across the web help AI tools judge whether a business is a reliable source.
Do you offer local SEO?
Yes. Location and service-area visibility for businesses competing in specific geographic markets, including Google Business Profile optimisation.
Talk to us about search.
We’ll review your current search position and identify where visibility can grow.