# Optimising

> Optimising is a privately held Melbourne specialist agency founded in 2008 by Daniel Zuccon and James Richardson. It sells technical SEO, content strategy, ecommerce and website-migration programs, local search, digital PR, and newer AI-search visibility services to Australian brands ranging from local operators to adidas, Chemist Warehouse, Nando's, and Jim's Mowing. Its sharpest distinction is structural rather than rhetorical: it focuses on search, embeds early in complex builds, is B Corp certified, gives at least 1% of gross revenue to environmental nonprofits, and contributes hundreds of pro-bono hours each year.

- **Founded:** 2008
- **Headquarters:** Richmond, Australia
- **Founders:** Daniel Zuccon (Co-Founder), James Richardson (Co-Founder)
- **Products:** SEO campaigns, Technical SEO audits, Website migrations, Shopify SEO, Local SEO
- **Notable:** Certified as a B Corporation in October 2021., Helped adidas APAC achieve 80% organic traffic growth and exceed one million monthly organic visitors in 12 months., Protected organic performance through Chemist Warehouse's 18-month composable-commerce migration, followed by 75% organic traffic growth across three pharmacy brands.

## Products & services

- **SEO campaigns** — Ongoing technical, on-page, content, authority, conversion, and reporting programs tailored to a company's market.
- **Technical SEO audits** — Diagnosis of crawling, indexing, rendering, site architecture, structured data, performance, and other technical barriers.
- **Website migrations** — Search planning and quality assurance across replatforming, URL mapping, content migration, staging, launch, and post-launch monitoring.
- **Shopify SEO** — Search strategy for Shopify and Shopify Plus stores, including international structure, collection architecture, and migration support.
- **Local SEO** — Scalable location pages and business-profile management for franchises and multi-location brands.
- **Digital PR** — Authority and link acquisition through publishable campaigns rather than opaque link schemes.
- **AI search and GEO** — AI visibility audits, campaigns, reporting, and content/technical work for AI Overviews and answer engines.

## Achievements

- Certified as a B Corporation in October 2021.
- Helped adidas APAC achieve 80% organic traffic growth and exceed one million monthly organic visitors in 12 months.
- Protected organic performance through Chemist Warehouse's 18-month composable-commerce migration, followed by 75% organic traffic growth across three pharmacy brands.
- Reported 47% organic traffic growth and more than 50,000 monthly clicks for Jim's Mowing.
- Helped Nando's hold number-one rankings in key chicken-related searches over a five-year engagement spanning more than 150 locations.
- Reported 434% revenue growth within three months of Cake Decorating Central's Shopify launch.
- Commits at least 1% of gross revenue to environmental nonprofits and hundreds of pro-bono service hours annually.

## Latest updates

- **2026-09** — Published current guidance on commercetools migrations and how ownership gaps between frontend, platform, and SEO teams create preventable search failures.
- **2026-03** — Shared a 12-month study covering 115 Australian brands and 24.8 million sessions, reporting rapid AI-referral growth but only a small current share of ecommerce revenue.
- **2025-05** — Announced a partnership with Odonata Foundation to support recovery of the Eastern Barred Bandicoot.
- **2025-01** — Expanded its public positioning from traditional SEO toward Google, AI Overviews, and answer-engine visibility.

## Links

- Website: https://www.optimising.com.au/
- LinkedIn: https://www.linkedin.com/company/optimising/
- Twitter/X: https://twitter.com/optimisingseo
- Instagram: https://www.instagram.com/optimisingau
- Facebook: https://www.facebook.com/optimisingcomau

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Profile page: https://yespress.io/seo
Published by YesPress — https://yespress.io
Last updated: 2026-09-20