How we use AI, and where we don't
AI tools are part of how we work. They are not a substitute for the people who are accountable for the work. This page sets out where we use AI, where we don't, and what that means for what you receive from us.
- Written and checked by people in Melbourne
- Since 2006
- One client per trade or service per catchment
Where we use AI
We use AI where it makes the work faster or more thorough without changing who is responsible for it. A person sets the task, checks the output and makes the call.
Research
Pulling together what is already known about your market, your competitors and the questions your customers ask, so the person doing the strategy starts from a fuller picture.
Keyword clustering
Grouping thousands of search terms into topics and intent. A consultant checks the groups and decides what gets built, in what order.
First drafts
Outlines and rough first drafts of pages and guides. Nothing goes live in that form. The next section explains why.
Data analysis
Reading Search Console, analytics and crawl exports faster, spotting patterns and flagging anomalies for a person to look at.
Reporting speed
Assembling the numbers for your monthly report, so the consultant's time goes into what the numbers mean and what we do next.
Building websites faster
Scaffolding templates, components and test pages, which takes a large share of the build time out of a new site. More on this below.
Where we don't use AI
Three lines we hold, whatever the tools can do.
Anything your customers read
Every page, post, product description, email or ad that your customers see goes out only after a person in Melbourne has written it or checked it. AI may start a draft. It does not publish one.
Reviews and testimonials
We don't post AI-written reviews or testimonials, for ourselves or for clients. The reviews on this site are the reviews on our Google listing, published in full.
Selling llms.txt or "AI schema" as a visibility lever
We won't sell you an llms.txt file or an "AI schema" package as a way to rank in AI search. Google's own documentation for its AI features says there are "no additional requirements to appear in AI Overviews or AI Mode" and "no special schema.org structured data that you need to add" (Google Search Central). That page does not mention llms.txt at all. We publish one because it is cheap and harmless, and we don't charge for it or claim it ranks you. Structured data goes on a page where it matches the visible content and earns a search feature.
If a deliverable was AI-assisted, we tell you.
That applies to drafts, research summaries, reports and website code. You will know which parts a tool produced and which person checked them.
AI-built, human-owned
Our SEO web design work uses AI tooling heavily in the build and not at all in the sign-off. Four things are true of every site we hand over.
Built faster with AI tooling
Templates, boilerplate code and test pages are generated, then adapted by our developers. That is where the time saving comes from, and it is passed on in the project price.
Every page reviewed by Girish
Before launch, Girish reviews every page for copy, structure and on-page SEO. Nothing ships on the strength of a tool's output alone.
You own the site and the code
The site and its code are yours from the day it goes live. If you ever move on, you take all of it with you.
Conversion tracking installed before launch
Forms, calls and the actions that matter to you are tracked before the site goes live, so your reporting starts on day one, not after a retrofit.
Questions about any of this?
Ask. We would rather explain how the work gets done than have you guess. If you want to know which tools we used on a specific deliverable, we will show you.