For strategy that's too important to automate
Doing good, better
Brands that think ahead
I team up with people-driven organisations, ranging from education, legal and government, to ecommerce and entertainment.
We've all seen the playbook shift, as search engine optimisation is fast becoming search everywhere optimisation, and audiences redefine which channels do what, and traditional search engines become validators or step 2 on a research journey.
The good news? The fundamentals still matter.
Intent-driven strategy holds up regardless of where people search, validate, convert and even soothe… because the 'why' behind search psychology never goes out of style.
Good strategy serves the person searching, not empty metrics.
Purpose-led organisations
I work with purpose-led organisations, groups, not-for-profits and causes that matter more than most marketing gives them credit for.
I've seen how often those who need help, answers, or qualified reassurance never find it… not because their experiences don't matter, but because the strategy was never built to reach them in the places and moments they're occupying.
Vulnerable moments deserve more than visibility for visibility's sake. They deserve information that's empathetic and accurate, delivered exactly when it's needed.
That's where the real work happens. Connecting the fundamentals of intent, advanced keyword research and UGC research with brand content strategy, so visibility is finally served by viability.
Search everywhere services
SEO
Search engine optimisation
Make sure search engines can find and understand your site, from the technical foundations through to the pages people land on.
What I bringFifteen years of hands-on analysis and execution, including builds in Drupal, Optimizely and WordPress. Every recommendation accounts for what your platform and your developers can realistically deliver.
GEO
Generative engine optimisation
Making your organisation easy for AI tools to understand, so the answers they give about your work are accurate and lead back to you.
What I bring
AI becomes more unreliable when you don't have the experience to push back on it. I bring that experience, tracing what it says about you back to the sources it's built from, on your site and well beyond it, and showing you where your effort will count most.
Content
Content strategy and marketing
I specialise in content planned around what someone’s actually trying to find and why. Sometimes that means auditing what you already have, and others it means starting fresh, from the overarching strategy right through to the briefs your writers work from.
What I bringIntent research that reaches past the keyword tools into the language your audience uses themselves, so what you publish is meaningful, not just measurable.
Social
Social visibility
Understanding the conversations happening about you in the digital communities your public frequents, fom Reddit, LinkedIn and Instagram, to Facebook, YouTube and TikTok.
What I bringEthical community research that turns those conversations into audience insight and content ideas, showing you where your organisation is (or isn't) part of the conversation.
Governance
Content governance
The style guides, standards and processes that keep content consistent and findable as more people, and more AI tools, contribute to it.
What I bringGuides your team will genuinely use, including how to work with AI without your writing filling up with AI-isms, available as a project or as fractional support.
Training
Team capability
Sessions and guides that build search and content skills inside your own team.
What I bringTraining built around your audience and your examples, from keyword and intent research to mining community conversations, so the know-how stays with you long after the engagement ends.
Map how search engines and AI assistants see your organisation
How I fit into your team
Retainer or bucket of hours
Consulting
I'll be in your corner for the long haul, passing on thinking and refreshed strategy as things change. I’m not about handing over a report and disappearing.
Fixed-scope project
Project Strategy
One clear job, done properly. You'll walk away with something built to last, and a clear idea on how to get it done. Do you really need another deck that gets forgotten?
Days per week or day rate
Fractional
Sometimes you need a thinker, director or strategist with a clear vision. Others you just need someone to do the damn work! I do both, depending on what your team's actually missing.
Workshops and guides
Training
I'll teach your team what I know, or run a session for a wider audience. Whatever gets the right people thinking and doing differently!
The company I keep
What people are saying about Goode Company
Helping new parents feel seen through search
We worked with Jess at a critical junction for the future digital health and visibility of our website. As a service that exists to help new parents, leveraging SEO was vital to getting the content and resources we have found in search and AI. Jess completed a comprehensive audit, upskilled our team and provided clear action plans and governance structures so we could implement activities with our limited resources. Jess’s understanding of the big and small things that impact a websites SEO was not only valuable, but vital for the future of our service.
Cohesive transformation strategy for one of Australia's most beloved organisations
I worked with Jess during my time at Beyond Blue, where she led the development of a content strategy as part of a broader experience transformation. Jess stepped into a relatively unstructured brief and approached it with rigor and clarity. She took the time to understand our current state, align with core business needs, and shape a cohesive strategy aimed at rebuilding both our domain authority and brand equity. I would recommend Jess to any organisation looking to evolve legacy thinking and establish a more contemporary, strategic approach to content.
Making SEO and GEO actionable and understandable to everyone
We love working with Jess. She breaks down complex SEO concepts into clear, actionable steps that deliver measurable results. She consistently goes above and beyond... whether it's helping us prep for presentations or offering advice on challenges outside her core scope. We highly recommend her for anyone's SEO/GEO needs.
Professional writing with a visibility engine
I've commissioned a couple of web articles from Jess for a regular client (Compass), and the results have been spot-on. Jess follows a brief closely, stays in touch along the way, pays diligent attention to SEO and is very tuned-in to the particular publication's audience and focus. This is professional writing happening at its best.
I don't just "do" SEO. Goode Company = better digital experiences.
Jess handled both SEO and content strategy for Nala, and honestly, she thinks about this stuff differently than most people we've worked with. She's not just ticking boxes, she truly understands how the different kernels of the digital experience come together to earn real, measurable results.
Extracting insightful recommendations in niche arenas
We asked Jess to help us find a path to creating great content, in a highly technical space where search volumes were currently miniscule. After exploring numerous rabbit-holes, she gave us insightful and wise recommendations, as well as a solid information architecture that we can now build from. Thanks, Jess. This team of healthcare researchers and science nerds owes you one!
