About Will Mullins
SEO Specialist. Practical. Technical. Business-Focused.
SEO since 2010 · Working with websites since 1997
I’m a Brisbane-based SEO consultant who works directly with
businesses to improve their visibility in Google, attract more
relevant traffic and turn organic search into real enquiries and sales.
Years of SEO
Experience
How It Started
I Found SEO in 2010 and Was Hooked Almost Immediately
My background in websites started well before SEO.
I began working with web development in 1997, so when I
discovered search engine optimisation in 2010, it immediately
made sense to me.
The idea that a website could be improved so it appeared
higher in Google – and that those rankings could directly
change the fortunes of a business – fascinated me.
Within a month, I had started offering SEO services.
One of My First SEO Campaigns
#1
From No Leads to More Than 30 a Day
One of the first businesses I worked with was a Brisbane tradie.
After reaching the number-one position in Google for their
main keyword, the business went from generating virtually
no leads online to receiving more than 30 enquiries a day.
That result made the commercial value of SEO very obvious
to me and helped set the direction for the work I’ve been
doing ever since.
What I Do Today
SEO Has Changed. The Goal Hasn’t.
Search has changed enormously since 2010. Google has become
more sophisticated, websites are more complex and AI-powered
search is changing how people discover information.
But the underlying goal is still straightforward:
help the right people find a business when they are actively
looking for what it provides.
Today I work across local SEO, technical SEO, ecommerce,
content strategy, AI search optimisation and broader organic
search strategy.
Experience
A Career Built Around Search and Websites
16+
Years in SEO
Working in search engine optimisation since 2010.
400+
SEO Campaigns
Experience across local, national, ecommerce and B2B campaigns.
25+
Industries
Including law, medical, trades, finance, tourism,
ecommerce and professional services.
How I Work
You Work Directly With Me
I’m not running a traditional agency model where the person
who sells the work disappears once the campaign begins.
I research, plan and manage the SEO work directly.
There are no junior account managers or outsourced SEO teams
between you and the person actually doing the work.
I also try to keep SEO practical. The aim is to identify the
work most likely to improve rankings, traffic and enquiries —
not fill reports with tasks simply because an SEO tool says
they exist.
My Approach
What Matters to Me When I Work on a Website
01
Commercial Value
Traffic is useful only if it has the potential to contribute to enquiries, sales or another meaningful business outcome.
02
Priorities
Not every SEO issue matters equally. I focus first on the work most likely to make a difference.
03
Transparency
You should know what is being worked on, why it matters and what the results are showing.
04
Long-Term Thinking
I prefer building sustainable search visibility rather than chasing shortcuts that may create problems later.
Education & Background
Technical Background. Commercial Perspective.
-
Bachelor of Science
University of Queensland -
Master of Science
Griffith University -
MBA – Marketing & Technology Management
Monash University -
Web Development
Working with websites since 1997 -
Search Engine Optimisation
Working in SEO since 2010
Who I Work With
Experience Across a Wide Range of Industries
Over the years I’ve worked with businesses ranging from
local service providers to ecommerce stores, professional
services and national B2B organisations.
Professional Services
Law, finance, consulting, accounting and other businesses
where expertise and trust matter.
Local & Service Businesses
Trades, health providers, clinics and service businesses
competing for local search visibility.
Ecommerce & B2B
Online stores, manufacturers, suppliers and specialist
businesses targeting commercially valuable searches.
Client Feedback
What My Clients Say
“Within as little as four months, Will had my business ranking
first for so many frequently searched terms and my enquiries surged.”
Kate Novello · Feather & Lace
Away From SEO
A Little About Me Outside Work
I live in Brisbane with my wife Catherine and our three boys,
Mackenzie, Harrison and Louis.
Most of my working life has revolved around websites,
search and technology, but outside work I’m usually spending
time with family or getting away from a screen.
Work With Me
Want to Work Directly With an Experienced SEO Consultant?
If you’d like me to take a look at your website and identify where
the strongest SEO opportunities are, get in touch.