SEO
Practical SEO writing from the team running Firewire's SEO programmes. Technical audits, schema engineering, migration playbooks, and what we're learning from current Google updates. Written for marketing managers who are tired of generic ranking advice and want to know what's actually moving the line in production accounts.
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.
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.
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.
WooCommerce SEO: the complete guide (Yoast vs RankMath vs AIOSEO)
WooCommerce SEO done properly. We compare Yoast, RankMath and AIOSEO, then fix the technical issues most guides skip: performance, faceted nav and schema.
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.
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.
SEO cost Australia: how much should you actually pay in 2026?
How much does SEO cost in Australia? Real numbers: campaigns from $2,500/month ex-GST, the four pricing models, and when SEO isn't worth buying.
SEO ROI: how to measure and forecast it like a CFO
Most SEO ROI guides hand you a vanity calculator or a hand-wave. Here are the actual measurement and forecasting models we run, attribution and all.
Black Friday SEO tips for Aussie retailers: the 2026 playbook
Black Friday SEO starts months early. Get the tips Aussie retailers use to rank seasonal pages, capture demand and win sales before the rush.
The best SEO conferences and events in Australia (2026-27)
SEO events in Australia worth attending in 2026: conferences, meetups and workshops, including Edge of Search in Newcastle on 4 September.
Image SEO best practices: the 2026 how-to guide (with checklist)
Image SEO done right wins traffic from Google Images. Get the full checklist: alt text, file names, compression, formats and lazy loading.
SEO benchmarking: metrics, tools and 2026 benchmarks (with real numbers)
SEO benchmarking shows you where you really rank. Compare traffic, keywords and authority against competitors, and set targets that drive revenue.
Local SEO: the complete guide to ranking where buyers search
The full Firewire playbook for local SEO: Google Business Profile, citations, reviews, keywords, on-page, and links. Built for Australian businesses.
Explore what else we publish.
Paid search writing from the Firewire team. Campaign architecture, attribution modelling, budget strategy, ROAS analysis, and what AI-native operations change about what's possible in paid. The pieces are written by the specialists who'd run your account, not a content team translating from someone else's spec.
Generative Engine Optimisation writing. How brands earn citations inside AI-generated answers across ChatGPT, Perplexity, Claude, Gemini and Google AI Overviews. The newest discipline in search marketing, written from active client engagements rather than speculation: the entity work, the schema patterns, the measurement frameworks, the field reports.
Editorial frameworks, content production and the line we draw between AI-assisted and AI-only. Where content strategy intersects with SEO and GEO, and where it doesn't. Written by the editors and strategists shipping client content this week.
Agency-level thinking. Frameworks for evaluating search marketing investments, market commentary, and the operating decisions behind how Firewire works. Written for marketing leaders making category-level calls, not for practitioners chasing tactics.
Notes on the search marketing industry from inside a working agency. Hiring, operations, the AI-native shift in how agencies are built, and reflections from running Firewire. A smaller category by design: we ship a piece here when there's something worth saying, not on a calendar.