ENGINEERING LOG
We write about what we build
Technical deep dives, case studies, and the thinking behind our automation systems and performance frameworks — straight from the engineers building them.
SEO
Australian domain names: why your ABN status now matters for renewals
Your business's online presence could disappear in 90 days if its ABN isn't active. A new national rule means domain renewals now hinge on ABN compliance, posing a significant risk to established Australian businesses.
Gurdeep Saroa
SEO
AI search ignores your local business, even with a perfect Google Business Profile
Many established Australian businesses rely on Google Business Profile metrics for local visibility. Yet, AI search engines are often overlooking these businesses, leading to misdirected marketing spend. We explore why the traditional approach no longer captures the full picture.
Gurdeep Saroa
Performance marketing
Why lead volume in B2B PPC is misleading for established Australian businesses
Many established Australian businesses still measure B2B PPC success by lead volume. However, in complex sales cycles, this metric often fails to reflect genuine commercial value. We see this approach wasting marketing spend without generating qualified pipeline.
Gurdeep Saroa
Performance marketing
Meta’s AI agent qualifies leads: what it means for your ad spend
Meta is rolling out an AI agent designed to qualify leads directly from Instant Forms. This development affects how established Australian businesses approach performance marketing, potentially refining lead quality before they reach your sales pipeline.
Gurdeep Saroa
SEO
Answer Engine Optimisation vs. Traditional SEO: The New Rules for Australian Business
Ranking #1 is useless if an AI summarises your competitor instead. Here is how to adapt your strategy for the era of Answer Engine Optimisation (AEO).
Gurdeep Saroa
Marketing Automation
The Marketing Ops Tech Stack Audit: Stop Torching Your Budget
You are likely torching 51% of your software budget on unused tools. Learn how to audit your tech stack, eliminate waste, and replace manual glue work with AI automation.
Gurdeep Saroa
Performance marketing
Forensic ad audit: 3 technical reasons your budget is leaking
It’s not just about "better copy." It’s about infrastructure. Discover how server-side tracking, page speed, and attribution models impact your ROAS.
Gurdeep Saroa