Summary of Key Strategies
In a presentation focused on advanced organic growth, James Norquay outlined six core areas for driving unique traffic, emphasizing diversification beyond traditional Google SEO. The key message is that SEO remains highly effective, with the presenter’s client examples showing over 100 million Google clicks and a strategy focused on building one of Australia’s largest specialist agencies with 30 digital assets. The tactics shared span creative content acquisition, optimizing non-Google platforms, and securing durable LLM (Large Language Model) visibility.
Key Metrics and Performance Data
| Strategy/Area | Metric/Result | Details/System |
| Shopping Website Optimization | ~$18 million incremental revenue in one quarter | Achieved by optimizing “digital shelves” (product listings on Amazon, Walmart, etc.) |
| Digital PR/LLM Visibility | 40+ backlinks secured | Result of news-jacking a TikTok trend and pitching expert commentary to media |
| Digital PR/LLM Visibility | 70–80% LLM citation coverage | Sustained visibility for large-scale data studies published in tier-one media |
| Linkable Asset Creation | 37+ high-quality links | Secured using rapid asset creation tools like Lovable.dev |
| Brand Authority (Events) | 60+ referring domains | Driven to the speaker’s site by running the Sydney SEO Conference |
| Conference Investment | Minimum $100K | Required investment for running a one-day event for traffic and authority |
Technical Systems and Processes
1. Creative Content Acquisition Plays
- Bankrupt Company Alternatives: Use ChatGPT to identify defunct companies in a specific vertical. Create “Alternatives to [Bankrupt Brand]” pages to capture long-tail search demand that persists for years.
- Affiliate Tracking Code Discovery: Filter affiliate codes in Ahrefs by DR0–20 and traffic to find low-competition, high-performing content ideas to replicate.
- Portfolio Distribution: Acquire multiple digital assets and use comparison articles placed across these properties to dominate competitive SERPs (e.g., Semrush and AHREFS acquisition strategies).
2. Digital Shelf Optimization
- Focus on optimizing product listings on shopping marketplaces (e.g., Amazon, Walmart) beyond Google.
- Process includes comprehensive keyword research for the marketplace context, optimization of product titles and copy, and continuous SKU library governance.
3. LLM (Large Language Model) Traffic Methods
- Durable Visibility: Prioritize Digital PR campaigns that secure mentions in tier-one media, as these mentions “stick” longer in LLMs than PBNs or mass listicles.
- AI Optimization Quick Wins:
- Add social sharing buttons that deep-link to ChatGPT and Perplexity above the fold.
- Create dedicated LLM info pages and awards pages to centralize facts and increase bot activity/citations.
- Submit businesses to Foursquare due to its partnership with OpenAI for business data enrichment.
4. Creative Linkable Assets and Outreach
- Trend Monitoring: Monitor TikTok for trending legal or social stories (e.g., the Christmas tree lights on cars trend) and use them to build linkbait and PR stories for outreach.
- Asset Creation: Use tools like lovable.dev to quickly build simple tools or datasets.
- Statistics/Data Studies: Emphasize the effectiveness of statistics hubs and data studies, which have generated hundreds of links.
Action Items
This section outlines practical steps for implementation based on the presentation from James Norquay.
- Identify Bankrupt Brands: Use ChatGPT and Ahrefs to list bankrupt companies in your vertical and create “Alternatives” pages to capture existing search volume.
- Diversify “Digital Shelves”: Audit and optimize product listings on non-Google platforms like Amazon and regional retailers, focusing on keyword research and asset quality.
- Implement AI Sharing Buttons: Place social sharing buttons linking directly to ChatGPT/Perplexity above the fold on key pages and monitor bot activity.
- Secure Tier-One LLM Coverage: Launch a digital PR data study targeting top-tier media outlets, and track the LLM citation coverage post-publication.
- Monitor TikTok Trends: Actively monitor TikTok for viral trends to news-jack and convert into timely, authoritative linkable content and outreach opportunities.