At the recent Mumbrella conference, a range of Australian companies supporting the media and marketing industries showed off their products.

One of those companies,  Online Marketing Gurus (OMG) has now been named SEO Agency of the Year at the 2025 Global Agency Awards.

The Global Search Awards recognise outstanding achievements in Search Engine Optimization, Pay-Per-Click and content marketing on a global scale.

The Australian company is independent of the other worldwide groups that help publishers drive traffic to websites. It is also adapting to the AI-driven shifts taking place in the search industry.

OMG conducted one of Australia’s most extensive SEO studies, analysing 125,000 data points from Google Search. The study uncovered fresh insights into actual click-through rates for position-one rankings.

In the Australian media industry, OMG has worked with MagShop to expand its position in the magazine subscription space, by securing high-authority backlinks to key pages and optimised high-converting content with rich, compelling overviews. The result was a significant boost in organic traffic from 102,337 to 142,166 sessions.

Company co-founder Andrew Raso has just released a podcast for startup founders and  entrepreueurs called Never Not Building.

OMG has a extensive series of articles with tips for improving your website visitor numbers. Here are some of the tips:

How Websites and SEO Experts Are Pivoting Towards AI Search

This shift towards AI-driven search results is a pretty big shake-up for Search Engine Optimisation (SEO). Doubling down on genuinely brilliant, unique content has always been important, but now it’s absolutely paramount. Websites can no longer get by with thin, rehashed articles. The emphasis is on creating content that offers real, tangible value – think original research, insightful analysis, practical first-hand experiences, in-depth case studies, or truly unique perspectives that AI would want to reference. It’s about becoming an indispensable source of information.

The focus is shifting towards addressing the specific questions users are asking, in a clear, conversational, and comprehensive manner. This means creating detailed FAQ pages and sections, thorough “how-to” guides, and articles that anticipate follow-up questions.  Websites are now striving to be seen as the definitive authority on broader topics. This involves creating comprehensive “content clusters” – a main “pillar” page covering a general topic in depth, supported by many “cluster” articles that delve into specific sub-topics, all interlinked. This signals to AI that the website has a deep and wide understanding of that subject area.

How to Use Google Trends

Google Trends is incredibly user-friendly. You simply enter a keyword or search term, and the tool generates a graph showing its relative popularity over time. From there, you can tweak your search by adjusting the timeframe, selecting the country or region you want data from, or narrowing the search by category (such as business, technology, health, etc.). You can also compare multiple terms side by side to see which one is more popular. This feature is great for keyword research when you’re trying to decide between two potential keywords for your content strategy or marketing campaign. Google Trends shows real-time data, so you can spot emerging trends before they become widespread.

What is AIO (Artificial Intelligence Optimisation)

Artificial Intelligence Optimization (AIO) refers to the use of AI technologies and machine learning algorithms to enhance the optimisation processes typically associated with Search Engine Optimization (SEO). In the context of SEO, AIO aims to provide more personalised, intuitive, and efficient optimisation methods by enhancing the user experience, refining content, and delivering tailored online search results based on sophisticated AI models. The goal of AIO is to make the process of optimising a website smarter and more responsive / adaptive, responding to evolving search algorithms, user preferences, and content dynamics.

Pinterest: More Than Just Pretty Pictures – It’s a Search Engine

Over the years, Pinterest has grown and changed a lot. It’s not just about pretty pictures anymore; it’s become a really powerful way to search and find new things using visuals. Around 39% of everyday shoppers are using Pinterest like a search engine to find what they’re looking for.  Lots of people are now starting their online searches right on Pinterest instead of going to places like Google first. In fact, a significant 36% of shoppers do this, and again, it’s Gen Z leading the charge, with 39% starting their search on Pinterest.

Conducting keyword research

Keyword research is one of the backbones of any solid WordPress website SEO strategy. SEO plugins can tell you whether you’ve optimised your content for your target keywords — but first, you need to know which keywords to target.

Luckily, there are a ton of tools to help you conduct keyword research. Some of our favourites include:

• Google Keyword Planner: This keyword ideas tool gives you a quick snapshot of search volume for terms that are relevant to your business, as well as the level of competition for that keyword.
• KWFinder: If you’ve already got a focus keyword, KWFinder is a great tool to help you dig a little deeper. You can use this platform to find autocomplete queries, questions people ask, and related search terms.
• Ahrefs Keyword Explorer: Ahrefs Keyword Explorer gives you insights into the competition for each of your target keywords, as well as clickthrough rates for each search term. It’ll also generate keyword ideas and suggested keywords that you can try to rank for.
• SEMrush: SEMrush is a handy tool if you want to check out who your competitors are for any given keyword, or get an overview of what the competition is ranking for. There’s also a Keyword Magic Tool that suggests keyword variations, questions, and related search terms.
• Ubersuggest. Neil Patel’s tool is perfect for discovering opportunities to target and rank for long-tail keywords. Plus, it’s absolutely free to use.

The full articles are available here.

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