From the rabbit hole
SEO advice without the
algorithm waffle
Useful thinking on SEO, AI
search, websites and the
words that hold them together
What I learned at SEO Estonia 2025 (and why I’m still buzzing)
I started writing this blog from my hotel room in Tallinn. And now I’m back in my home office in Australia, my brain’s still buzzing with fresh insights. And honestly? I've already started implementing the good stuff. Why travel halfway around the world for an SEO...
Why your website messaging is driving clients away (and how plain English can fix it)
“We leverage holistic, bespoke solutions to optimise synergistic paradigm shifts through comprehensive strategic initiatives.” Did you just vomit a little? Good. You should. As an ex-lawyer turned SEO copywriter, I’ve seen enough professional services websites to know...
What comes first: website copy or web design?
I’ve recently rebranded from Crazy Cat Copy to Crazy Digital Creative. And this meant my website got a major overhaul. Not only did I redesign my site, I also updated my SEO keyword research. And I rewrote most of it as well as adding some new content as well. I’ve...
Why do I need a website for my small business?
This is a question that I see doing the rounds quite a bit. And you may be thinking "well, of course Rachel has plenty of reasons for having a website!" And yes, I say that every business needs a website. Why? Well, read on! Can't I simply promote my business using...
Hi, I'm Rachel
I spend a lot of time disappearing down SEO, AI and website rabbit holes so you don't have to. Then I bring back the useful bits in plain English for professional service firms that want to get found and chosen.
Found something here that sounds suspiciously like your website?
Reading about SEO and AI visibility is useful. Knowing what deserves attention on your website is considerably more useful.
If you know something isn't working but you're not sure whether the issue is your SEO, AI visibility, content, website, or a slightly annoying combination of the lot, start with Strategy.