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Insights

What we are working out.

Written by the people running the accounts, about the things that turned out to be true. No predictions, no hot takes.

SEO 26 June 202622 min Site migration SEO: how to migrate a website without losing rankings A site migration SEO guide for Australian businesses: the migration types, the phased process, redirect mapping, and a full checklist to protect rankings.

Strategy & intelligence

Working out where the real opportunity sits before deciding which channel gets the job.

17 Oct 202520 min 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.
All strategy

SEO & search performance

Technical foundations, site architecture and the platforms ecommerce runs on.

27 June 202625 min Headless 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.
5 Oct 202528 min Local SEO: a guide for one location or many 27 June 202629 min Shopify SEO: the complete guide for Australian stores 27 June 202635 min WooCommerce SEO: the complete guide (Yoast vs RankMath vs AIOSEO)
All SEO

Content & search experience

Content that helps someone decide, not just content that ranks.

8 July 202614 min 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.
8 July 202613 min AI product descriptions done right: unique copy at scale 27 Oct 202520 min 45+ AI writing statistics for 2026
All content

Data, measurement & insights

Forecasts, returns and benchmarks that survive a finance review.

26 June 202618 min SEO forecasting: how to build one that survives a finance review Most SEO forecasts are fiction. Here is how to build an SEO forecasting model that ties to revenue, carries honest ranges, and survives a finance review.
5 June 202614 min SEO ROI: how to measure and forecast it like a CFO 10 Oct 202523 min SEO benchmarking: metrics, tools and 2026 benchmarks (with real numbers)
All measurement

Latest from Firewire

Everything we have published, newest first.

  1. AI search 9 July 202619 min How to rank in AI Overviews
  2. Content 8 July 202614 min How AI content creation actually reaches E-E-A-T standard
  3. Content 8 July 202613 min AI product descriptions done right: unique copy at scale
  4. AI search 8 July 202614 min Answer engine optimisation (AEO): how to win the direct answer
  5. AI search 8 July 202619 min Entity SEO: the foundation that makes your brand legible to AI
  6. SEO 27 June 202625 min Headless SEO: the complete guide to decoupled architecture and search
  7. SEO 27 June 202629 min Shopify SEO: the complete guide for Australian stores
  8. SEO 27 June 202629 min Shopify vs WooCommerce SEO: which is better for your online store?
  9. SEO 27 June 202635 min WooCommerce SEO: the complete guide (Yoast vs RankMath vs AIOSEO)
  10. Paid search 26 June 202619 min Google Ads audit: the complete 2026 checklist (and how to run one)
Show all 26 articles
  1. Measurement 26 June 202618 min SEO forecasting: how to build one that survives a finance review
  2. SEO 26 June 202622 min Site migration SEO: how to migrate a website without losing rankings
  3. AI search 5 June 202615 min AI search optimisation: how to actually get cited in AI search
  4. SEO 5 June 202622 min SEO cost Australia: what $2,500 a month actually buys
  5. Measurement 5 June 202614 min SEO ROI: how to measure and forecast it like a CFO
  6. SEO 29 Dec 202526 min Black Friday SEO for Australian retailers: what still works in the final weeks
  7. Content 27 Oct 202520 min 45+ AI writing statistics for 2026
  8. SEO 21 Oct 202510 min The best SEO conferences and events in Australia (2026-27)
  9. SEO 20 Oct 202516 min Image SEO best practices: the 2026 how-to guide (with checklist)
  10. Strategy 17 Oct 202520 min Ecommerce traffic statistics: the 2026 data for Australia and the world
  11. Paid search 17 Oct 202516 min Display ads best practices to boost your ROI
  12. Measurement 10 Oct 202523 min SEO benchmarking: metrics, tools and 2026 benchmarks (with real numbers)
  13. SEO 5 Oct 202528 min Local SEO: a guide for one location or many
  14. Paid search 4 Oct 202521 min How much do Google Ads cost in Australia?
  15. Paid search 5 Jan 202520 min How to see competitor Google Ads for free (everything you can find in 2026)
  16. Paid search 12 Oct 202413 min Google Ads auction insights: how to read the report and win the profitable auctions (2026)

Ready when you are.

Be found first. Be chosen naturally.

Tell us what you are trying to be found for, and we will tell you honestly what it would take to get there.

See the work

Talk to Firewire [email protected]