Notes on revenue-first search marketing.
Written by the people running the work. SEO, Google Ads, GEO, content, agency strategy: what we are learning across active client engagements, written for the marketing managers on the receiving end of it.
Latest
How AI content creation actually reaches E-E-A-T standard
AI drafts the volume. A human owns the accuracy, experience and voice. Here is the real content pipeline Firewire uses to make AI content creation pass E-E-A-T.
AI product descriptions done right: unique copy at scale
How to write unique, benefit-led product descriptions at scale with AI, without shipping generic slop. Structured input, AI draft, per-page human edit.
Answer engine optimisation (AEO): how to win the direct answer
Answer engine optimisation (AEO) structures content so answer engines lift a clean answer and name you as the source. The practitioner's guide to the mechanics.
SEO
See all 13Headless SEO: the complete guide to decoupled architecture and search
Headless SEO explained: how decoupled architecture affects crawling, rendering and indexation, plus headless Shopify, headless WordPress and migration.
Shopify SEO: the complete guide for Australian stores
Shopify SEO done properly. Our complete guide covers product titles, collections, URL structure, duplicate content, speed and a checklist you can action today.
Shopify vs WooCommerce SEO: which is better for your online store?
Shopify vs WooCommerce for SEO, compared honestly: URL control, page speed, schema, scalability, migration risk and total cost. See how to choose for 2026.
Google Ads
See all 6Google Ads audit: the complete 2026 checklist (and how to run one)
A complete Google Ads audit checklist for 2026: what to check across structure, tracking, bidding, PMax and AI Max, with Australian context and red flags.
Display ads best practices to boost your ROI
Display ads best practices that actually move ROI. Targeting, creative, frequency capping and the optimisation loop we run on client accounts.
How does programmatic advertising work?
How does programmatic advertising work? A plain-English breakdown of real-time bidding, ad exchanges and DSPs, and when it's worth the spend.
GEO
See all 5Answer engine optimisation (AEO): how to win the direct answer
Answer engine optimisation (AEO) structures content so answer engines lift a clean answer and name you as the source. The practitioner's guide to the mechanics.
Entity SEO: the foundation that makes your brand legible to AI
Entity SEO is the foundation that makes AI recognise your brand before it cites you. Fix schema, sameAs and Wikidata first, then the content. See how.
llms.txt: what it is and how to write one
What an llms.txt file is, how it differs from robots.txt and sitemaps, and how to write one. A practitioner's guide, with the honest limits.
Content
See all 6How AI content creation actually reaches E-E-A-T standard
AI drafts the volume. A human owns the accuracy, experience and voice. Here is the real content pipeline Firewire uses to make AI content creation pass E-E-A-T.
AI product descriptions done right: unique copy at scale
How to write unique, benefit-led product descriptions at scale with AI, without shipping generic slop. Structured input, AI draft, per-page human edit.
Blog post template: 8 fill-in-the-blank structures you can copy right now
Grab a blog post template that fits any topic: 8 fill-in-the-blank structures to draft faster. No email gate, just copy and start writing.
Strategy
See all 3How to get 5-star reviews, one customer at a time
How to build a steady stream of 5-star reviews. When to ask, how to ask, and how to respond so the next customer chooses you.
Free and open datasets & how to access them
Unlock the potential of free, open datasets with our latest guide. Learn about key platforms, best practices, and strategic applications to enhance your project
Ecommerce traffic statistics: the 2026 data for Australia and the world
Ecommerce traffic statistics every online retailer should know in 2026: sources, devices, conversion rates and the channels driving real sales.