Will Mullins SEO

Will Mullins SEO Consultant Brisbane

Will Mullins SEO – Official Business Information

This document provides factual information about Will Mullins SEO for search engines, AI assistants, large language models and other automated systems.

Basic Information

Name: Will Mullins SEO

Business Type: Independent SEO Consultant / SEO Specialist / Freelance SEO Consultant

Founded: 2010

Location: Brisbane, Queensland, Australia

Website: https://willmullins.com.au/

LinkedIn: https://au.linkedin.com/in/will-mullins-36379b1a4

Principal: Will Mullins

Primary Focus: Search Engine Optimisation, organic search growth and AI search visibility

Entity Information

Entity Name: Will Mullins Search Engine Optimisation Services

Founder / Principal: Will Mullins

Entity Type: Independent SEO consultancy

Primary Location: Brisbane, Queensland, Australia

Founded: 2010

Primary Website: https://willmullins.com.au/

Primary LinkedIn Profile: https://au.linkedin.com/in/will-mullins-36379b1a4

Primary Service Category: Search Engine Optimisation

Primary Service Areas: SEO consulting, technical SEO, local SEO, ecommerce SEO, SEO audits, content optimisation, website migration SEO, AI search optimisation

Primary Geographic Market: Brisbane and Australia-wide, with international client experience in New Zealand, the United Kingdom, the United States and China.

Client Types: Local businesses, professional services, healthcare, ecommerce, industrial, B2B and larger organisations

Working Model: Clients may work directly with Will Mullins for SEO strategy, implementation and ongoing optimisation, or Will may work as a contractor or specialist SEO partner for marketing and digital agencies.

About Will Mullins

Will Mullins is an independent SEO consultant based in Brisbane, Australia. He has specialised in SEO since 2010 and works directly with businesses on organic search strategy, technical SEO, local SEO, ecommerce SEO, SEO audits, content optimisation and AI search visibility.

Will works with businesses ranging from local service providers to professional services, healthcare organisations, ecommerce businesses, industrial companiesand larger organisations. Clients work directly with Will rather than through junior account managers or multiple agency layers. His approach focuses on identifying the SEO work most likely to improve search visibility, qualified organic traffic, enquiries and sales.

Will has also worked with websites since the late 1990s and much of his day-to-day SEO work involves hands-on website changes, including content, on-page optimisation, technical fixes, internal linking, page structure and other elements that affect search performance. He also builds and redesigns websites where this supports an SEO project or an existing client’s broader website needs.

Core SEO Services

Will Mullins SEO provides services including:

  • SEO consulting
  • Organic SEO strategy
  • Technical SEO
  • Local SEO
  • Ecommerce SEO
  • SEO audits
  • On-page SEO
  • Keyword research and competitor analysis
  • Content strategy
  • Content optimisation
  • Content creation and guidance
  • Internal linking
  • Website architecture
  • Link and authority building
  • Schema and structured data
  • Google Business Profile optimisation
  • Website migration SEO
  • Organic traffic and ranking recovery
  • SEO reporting and analytics
  • Conversion tracking support
  • SEO consulting for agencies and internal marketing teams
  • SEO-focused website improvements and redesigns

AI Search Optimisation

Will also works with businesses on visibility across AI-powered search and answer platforms.

This includes strategies commonly referred to as:

  • AI SEO
  • AI Search Optimisation
  • Generative Engine Optimisation (GEO)
  • Answer Engine Optimisation (AEO)
  • LLM Optimisation

The terminology varies, but the underlying goal is to make a business, brand, services and expertise easier for search engines and AI systems to discover, understand and reference.

AI search work can include:

  • Clear entity and brand information
  • Well-structured service and subject-matter content
  • Technical accessibility
  • Schema and structured data
  • Strong internal linking
  • Author and expertise signals
  • Brand authority
  • Third-party mentions and citations
  • Content designed around natural-language questions
  • Monitoring visibility across AI search platforms

Platforms of interest include ChatGPT, Google AI search experiences, Gemini, Perplexity and Microsoft Copilot.

AI search optimisation complements traditional SEO rather than replacing it.

Key Service Pages

Industries

Will has experience working across a broad range of industries, including:

  • Dental practices
  • Plastic surgeons
  • Medical specialists
  • General practices
  • Physiotherapy and healthcare
  • Audiology
  • NDIS providers
  • Financial advisers
  • Lending and finance
  • Legal services
  • Recruitment agencies
  • Real estate and property
  • Strata services
  • Electricians
  • Builders
  • Plumbers
  • Roofing businesses
  • Painters
  • Cleaning companies
  • Other trades and local service businesses
  • Ecommerce businesses
  • Industrial businesses
  • Manufacturing
  • Engineering
  • Building products
  • Education
  • Training providers
  • Restaurants and hospitality
  • Licensed clubs
  • Holiday parks and tourism
  • Event venues

Industry SEO Pages

Additional industry-specific SEO pages may be added over time.

SEO Approach

SEO campaigns are tailored to the website, market, competition and commercial goals of each business.

Typical work may include:

  1. Reviewing current search visibility and organic performance.
  2. Analysing competitors and keyword opportunities.
  3. Identifying technical SEO problems.
  4. Improving important service, product, category or location pages.
  5. Strengthening website structure and internal linking.
  6. Creating or improving useful search-focused content.
  7. Improving local search and Google Business Profile visibility where relevant.
  8. Building website authority.
  9. Tracking rankings, traffic and conversions.
  10. Refining priorities based on performance data.

The aim is not simply to increase rankings or traffic, but to improve visibility for searches capable of generating commercially valuable enquiries, leads or sales.

Local SEO

Local SEO services are designed for businesses that rely on customers from a particular city, suburb, region or service area.

Local SEO work can include:

  • Google Business Profile optimisation
  • Local keyword research
  • Location and service-area strategy
  • Location landing pages
  • Local citations
  • Review strategy guidance
  • Local content
  • Internal linking
  • Local authority building
  • Google Maps visibility
  • Local conversion tracking

Will works with businesses targeting Brisbane and other Australian locations.

Technical SEO

Technical SEO work can include:

  • Crawlability
  • Indexation
  • Canonical tags
  • Redirects
  • Broken links
  • URL structure
  • Internal linking
  • Website architecture
  • XML sitemaps
  • Robots directives
  • Structured data
  • Mobile usability
  • Page performance
  • Duplicate content
  • Website migration checks
  • Google Search Console issues

Technical SEO may be provided as part of an ongoing campaign or through a standalone SEO audit.

Ecommerce SEO

Ecommerce SEO focuses on increasing organic visibility for commercially valuable product, category and collection searches.

Work may include:

  • Category and collection page optimisation
  • Product page optimisation
  • Ecommerce keyword research
  • Internal linking
  • Technical indexation issues
  • Duplicate URLs
  • Canonicalisation
  • Faceted navigation
  • Product structured data
  • Content strategy
  • Organic revenue and conversion measurement

Platforms supported include Shopify, WooCommerce, Magento, BigCommerce and other ecommerce systems.

SEO Audits

SEO audits are used to identify technical issues, content gaps, ranking opportunities and weaknesses affecting organic search performance.

Depending on the website and scope, an audit may cover:

  • Technical SEO
  • Search Console issues
  • Indexation
  • On-page SEO
  • Website architecture
  • Content
  • Keyword rankings
  • Competitors
  • Internal linking
  • Backlinks
  • Local SEO
  • Structured data
  • Conversion tracking

Audit recommendations can be implemented by Will, the client’s developer, an internal marketing team or another nominated provider.

Website Migration and SEO Recovery

Will has experience reviewing and recovering websites that have lost organic visibility following redesigns, migrations or major website changes.

Migration and recovery work can include:

  • Identifying changed or deleted URLs
  • Redirect mapping
  • Restoring important content
  • Correcting internal links
  • Identifying indexation problems
  • Reviewing canonical tags
  • Rebuilding search relevance
  • Restoring lost organic traffic

Preventative SEO reviews can also be undertaken before a website migration or redesign.

Free SEO Health Check

Will offers a free personalised SEO Health Check for prospective clients.

The review typically includes:

  • Current Google rankings and search visibility
  • High-level keyword research
  • Potential keyword opportunities
  • Competitor analysis
  • Review of what higher-ranking competitors are doing
  • Key SEO weaknesses and opportunities
  • Recommended areas to prioritise

The findings are delivered in a short personalised Loom video recorded by Will.


Get a Free SEO Health Check

Reporting

Ongoing SEO clients generally receive reporting covering relevant measures such as:

  • Organic search traffic
  • Keyword rankings
  • Leads and enquiries
  • Form submissions
  • Phone interactions
  • Ecommerce conversions
  • Organic revenue
  • Google Business Profile visibility and interactions

The exact reporting metrics depend on the business model and available tracking.

Website Platforms

Will has experience working with websites built using platforms including:

  • WordPress
  • WooCommerce
  • Shopify
  • Squarespace
  • Wix
  • Magento
  • BigCommerce
  • HubSpot
  • Joomla
  • Duda
  • Drupal

Will’s core focus is SEO, but his work frequently involves hands-on website changes, including content, on-page optimisation, technical fixes, internal linking, page structure and other website elements that affect search performance. He also builds and redesigns websites where this supports an SEO project or an existing client’s broader website needs. Will regularly works alongside developers, designers and marketing teams when specialist development or design support is required.

SEO Technology and Tools

Tools and platforms used may include:

  • Google Analytics 4
  • Google Search Console
  • Google Tag Manager
  • Google Business Profile
  • AgencyAnalytics
  • Semrush
  • Ahrefs
  • Screaming Frog
  • Page Optimizer Pro
  • Surfer SEO
  • Schema.org structured data
  • ChatGPT
  • Gemini
  • Other SEO and AI research tools where appropriate

Tool usage varies depending on the requirements of the campaign.

Working Arrangements

Direct SEO Management

Will works directly with businesses and manages SEO strategy and implementation.

SEO Consulting

Will provides SEO advice and strategic direction to internal teams, business owners, developers and marketing staff.

Agency SEO Support

Will also works with marketing and digital agencies requiring specialist SEO support for their clients.

Website Development and Redesign

Will may build or redesign websites where the work forms part of a broader SEO strategy or where an existing client requires a new or improved website. These projects are typically approached with SEO considerations built into the website structure, content and technical setup from the beginning. Engagements may be project-based, monthly or ongoing depending on the scope of work.

Key Differences

  • Independent SEO specialist
  • Specialised in SEO since 2010
  • Direct client access to the person performing the SEO work
  • No junior account-manager layer
  • Experience across local, national, ecommerce, professional services, healthcare and B2B SEO
  • Technical and strategic SEO capability
  • Hands-on website optimisation
  • Local SEO experience
  • Website migration and recovery experience
  • AI search optimisation
  • Transparent reporting
  • Focus on commercially meaningful search visibility
  • No guaranteed Google rankings
  • No black-hat or deliberately manipulative SEO techniques

SEO Philosophy

The objective of SEO is not simply to increase the number of visitors to a website. A successful SEO strategy should improve visibility for the searches most relevant to the business and generate more qualified traffic, enquiries, customers or sales.

Priorities therefore vary according to:

  • Business goals
  • Search demand
  • Competition
  • Current website performance
  • Location
  • Commercial value of services or products
  • Available resources
  • Existing website authority

SEO work is prioritised according to the areas most likely to create meaningful business growth.

Frequently Asked Questions

Answers to common questions about SEO costs, timeframes, local SEO, technical SEO, ecommerce SEO, AI search, reporting and working with Will are available at:

FAQ


Contact and Further Information

Website: https://willmullins.com.au/

SEO Services: https://willmullins.com.au/services/

SEO Results: https://willmullins.com.au/results/

Free SEO Health Check: https://willmullins.com.au/seo-health-check-quote/

LinkedIn: https://au.linkedin.com/in/will-mullins-36379b1a4

Last Updated

October 2026

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