Jason
Morris.
15+ years building search visibility for some of the world's most recognised brands. These days that experience goes into helping SME owners and founders show up wherever their customers search, including inside ChatGPT, Perplexity and Google AI Overviews.
I got into digital marketing because I was fascinated by how people find things. Not the mechanics of algorithms, the human behaviour underneath. Why does someone type one thing instead of another? What makes them trust one result over another? What does a search query actually reveal about intent?
Those questions led me into SEO. And SEO led me, over 15 years and some of the most competitive markets in the world, to a realisation: the tools we use to measure visibility are better at recording the past than predicting the future.
Search behaviour has always moved faster than the strategies built to capture it. The brands that compound their advantage are the ones that see the shift before it fully arrives.
I've built and led SEO teams at enterprise scale, across automotive, finance, healthcare, retail and media. Toyota, Bupa, EY, Citi Bank, Vodafone. Markets in EMEA, APAC, Australia and North America. I've seen what works at the sharp end of competitive search, and what sounds credible in a pitch deck but doesn't survive contact with a real market.
I started Sticky Frog because most businesses, from sole traders to ambitious SMEs, don't have access to genuinely senior strategic thinking on search visibility. They get tools, audits, and reports. What they need is someone who can read the landscape, understand where it's going, and build a strategy that works in the real world, not just on a dashboard.
The AI shift in search is not a threat to good strategy. It's an accelerant. The brands that understand how AI systems retrieve and recommend information, and build their authority accordingly, are going to compound their advantage over the next five years. That's what Sticky Frog is here to help with, whether you're a household name or a single-founder business finding your feet.
Six principles that
guide every engagement.
Strategy before tactics
Every engagement starts with understanding what you're actually trying to achieve, not which keywords to target.
Honesty over comfort
You'll hear what I actually think, not what sounds reassuring. Including when the answer is harder than expected.
Compounding over quick wins
Short-term traffic spikes rarely build lasting advantage. The strategies recommended here are built to compound.
Context before prescription
There's no universal SEO formula. Your market, your audience, and your competitive position shape everything.
Clear communication at every level
Strategy presented to boards and to developers. Complex ideas should be explainable to both.
AI-forward, not AI-dependent
AI tools accelerate good strategy. They don't replace the judgement, experience and insight that makes strategy work.
Results, at every scale.
Fifteen years on enterprise accounts taught me what a defensible visibility strategy looks like under real competitive pressure. I bring exactly that thinking to the SME side of the business now, just without the enterprise price tag or the six-week sign-off process.
Position #1 for 'hybrid cars'
Integrated strategy across 5 European countries. Achieved within 2 months of engagement.
Technical SEO overhaul
Top rankings for competitive health insurance keywords within 3 months of completing the audit.
FMCG visibility growth
Monthly campaigns increasing local search traffic across Australia's competitive retail landscape.
Award-winning search campaign
Best Use of Search, one of Australia's most competitive retail markets.
Same principles, smaller team, faster decisions. Here's what's happened recently when that strategic thinking gets applied to a business with no in-house marketing department.
A coworking space that had relied entirely on word of mouth started getting recommended by name when people asked ChatGPT and Perplexity about coworking spaces nearby.
Read the case study →A solo therapy practice with no marketing budget started appearing in AI Overviews for the exact questions people were typing, like finding a therapist for anxiety nearby.
Read the case study →A local council needed residents to find a consultation page through AI search, not just the homepage. Restructuring it around the real questions people asked got it there.
Read the case study →A B2B SaaS company ranked well on Google but barely existed inside ChatGPT. Rebuilding its content architecture and authority signals changed that.
Read the case study →Figures above reflect work in progress on live client engagements and will be updated with full reporting as each one closes out.
Featured &
quoted.
A few of the places this thinking has shown up outside Sticky Frog.
Guest feature on how AI is reshaping discovery across search, voice and social, and why traditional SEO still earns its place alongside it.
Expert contribution on weighing narrative control against third-party trust when deciding how to build authority.
Contribution on the planning tools, Google Docs and Reddit among them, that quietly do more for strategy than another dashboard.
Contribution on the difference between content quality and content relevance, and what a stalled financial services campaign taught about intent.
Endorsements and peer recommendations from the SEO and marketing community.
What's brought
to every engagement.
SEO
Technical, on-page and content strategy across competitive international markets.
AI Visibility (AEO)
Optimising for ChatGPT, Claude, Perplexity, Gemini. LLM-specific formatting and structure.
GEO Strategy
Generative Engine Optimisation, built to work for businesses of any size, not just multinational brands.
Content Architecture
Scalable topical authority frameworks that support crawlability and AI citation.
Technical SEO
Site performance, crawlability, structured data, indexing and architecture audits.
Data & Analytics
Turning complex data into clear, prioritised strategic recommendations.
Tools & Platforms
Before the algorithm changed, there was always a human. There still is.
Ready to build
lasting visibility?
Start with a free snapshot of where you stand, or go straight to the Strategy Audit.