The Architect Behind Minilab Digital, RJ.
From Technical SEO to SEO Tech Architect.
My journey into search wasn't a straight line; it was a passion discovered amidst global uncertainty.
During the quiet of the lockdowns, while the world stood still, I became obsessed with the foundations of search. I spent those months deep in the mechanics of technical SEO, learning how to build resilient architectures that could weather any algorithmic storm.
Then came late 2022. When OpenAI released ChatGPT, everything changed. It was the gamechanger that shifted my focus from traditional search rankings to how AI models find and choose their answers and the burgeoning field of Agentic Development.
Today, as an SEO Tech Architect, I am driven by a passion for AI automation: the shift from just chatting with an AI to having it do real work autonomously. I don't just build a search presence; I architect the intelligent systems that dominate it. That approach was forged across enterprise B2B and global e-commerce, including 2XU, PaperCut and Suncorp Group.
Ensuring your brand is the source AI cites, and the definitive answer no matter the platform, is the core of our Entity Confidence SEO protocols. We build so the machine has no choice but to trust you.
+50%
2XU Organic Revenue Growth
517%
Avg Lead Volume Increase
90%
LLM Sentiment Dominance
300+
Keywords Ranked #1
One practice, two search systems.
Minilab Digital exists because search split in two. Google and Bing still decide most commercial discovery, but a growing share of buying decisions now start inside ChatGPT, Claude, Gemini, Perplexity and Google's AI Overviews, where there are no blue links, only cited sources. We build visibility across both.
Technical and on-page SEO is the foundation: crawlable architecture, disciplined internal linking, schema that machines can verify, and content silos that concentrate authority instead of diluting it. Generative Engine Optimisation builds on it: entity confidence, retrieval-friendly structure and citation monitoring, so that when an AI answers a question in your category, the answer comes from you. And where a workflow can be automated (lead qualification, data extraction, reporting) we build custom AI agents to do it. The full protocols are on the services page.
How the lab works.
Evidence before opinion. Every engagement starts with a diagnostic: the same Visibility Audit offered free on this site, and every recommendation ships with the data behind it. If a finding says your setup is fine, it says so.
Built in the open. The methods used on client work are published as Lab Notes: from AI retrieval optimisation to the robots.txt dilemma. You can read exactly how we think before you ever pay for it.
Measured against baselines. Rankings, citations and conversions are recorded before work begins, so results are attributable rather than anecdotal. The outcomes in the case studies, 2XU's programmatic SEO revenue growth, Suncorp's conversion uplift, Switching Made Simple's organic presence built from zero, are reported on that basis.
Small by design. You work with the person who does the work. No account-management layer, no handoffs, no juniors learning on your budget.
If that sounds like the way you want search handled, get in touch or start with the free audit.