The offer in one minute
The short version. We spend six months building your Search and AI foundations for you in Australia, drive your AEO score from 45 toward AI-Ready Certified at 80, and then hand you the system to own and run. No lock-in, nothing new for your team to learn during the build, and you keep everything we make.
45 / 100
your AEO score today, from the strategy report. Tier: Structured
80 / 100
AI-Ready Certified, the standard we build you to
6 months
done-for-you, then the system is yours
1-2 hrs
of your team's time a week during foundations, less after
What you get
Three outcomes, because outcomes are what you are actually buying.
01
Win the category searches you are missing
"Linen pants" and "linen dresses" are the two biggest core terms in your market and neither has a page built to win it. Today you hold 5.9% of the winnable non-branded clicks in Australia. Building the pages buyers actually search for, on linen, dresses, quilt covers and organic cotton sheets, is where that share grows.
02
Become the brand AI names for ethical clothing and bedding
We answer the questions AI gets asked before someone buys from a brand they have not met yet: which Australian brands are fair trade, what GOTS means, what suits an apple shape, whether sateen sleeps hot. Your fair trade factory, your organic cotton and 26 years of prints make yours the answer worth quoting.
03
Own the system outright, and lean less on Meta
We install a compounding asset your team can run themselves, so growth stops depending on an ad budget that keeps creeping up. You are never stuck with an agency you cannot leave, because the whole thing is yours to keep.
The four pillars we build
Four pillars, scored out of 100 so progress is objective and visible to you. AI-Ready Certified is 80, which means Professional on all four, because a brand with one weak pillar does not get recommended. This is your card from the strategy report.
Lazybones45/100
Structured · strong foundations, thin category content
Technical15/25
Content11/25
Authority14/25
Measurement5/25
+35
points to AI-Ready Certified. Technical is one heading fix from Professional, and the rest of the climb is category content and measurement.
| Pillar | What we build, for you |
|---|
| 1 · Technical | A strong base, and we leave the strengths alone: every AI crawler is explicitly welcomed in your robots.txt, Shopify's agent endpoints are live, product, offer and organisation schema are valid, and Core Web Vitals pass on real-user data. What we add: one main heading on the homepage (two today, which is what holds the pillar at 15); a product-by-product call on sold-out stock: today sold-out products are taken out of Google (at least five pages, including the Rosette quilt in Natural and the Australian Birds pillowcase set), and evergreen lines are often better kept indexed with a back-in-stock note; the five high-impression product pages that now return page-not-found redirected, starting with the Ella dress in Bluesette; the 72 standalone size-chart pages folded into the products they belong to and one indexable sizing hub; barcodes (GTINs) in product markup; FAQ markup on your FAQ page; the bare product title tags ("sheet", "clay") rewritten; the entity layer that tells AI who Lazybones is; and lighter product images where Google's lab test is slow. |
| 2 · Content | 49 journal articles, most of them profiles and catalogue launches, and collection copy that runs to a median of 23 words. We point the content at the demand map we built for you: 424 keyword pools triangulated across three sources, 153 AI prompts and 9 content territories, led by linen pants and tops, vintage-style and linen dresses, and quilt covers and printed bedding, with organic cotton sheets and pillowcases alongside. |
| 3 · Authority | Your link profile already holds up: 408 referring domains and a domain rank that sits inside the range of Princess Highway, Bhumi, Sage x Clare and Kip & Co. We build the entity layer, lift review volume on the products that carry few, and go after the ethical-fashion and interiors publications and Australian round-ups AI reads, using what only you have: your fair trade factory, the Chetna Project farmers behind most of your organic cotton, your prints and 26 years of designing near Byron Bay. |
| 4 · Measurement | GA4 and Search Console are installed and recording, which is the starting line, so this pillar sits at 5. Nothing yet tracks whether ChatGPT, Perplexity or Google AI name you, and GA4 files most ChatGPT visits outside its AI channel. We stand up AI-visibility tracking against your 153-prompt library, report organic and AI as their own channels next to Meta, and build a monthly rhythm of acting on what moved. |
AI-Ready Certified is Professional on all four pillars and 80 or more in total. The evidence behind every score is in the strategy report.
How the six months run
1First 90 days: measurement, foundations and first production
We capture the baseline, stand up AI visibility tracking against your 153-prompt library, and clear the technical items: the homepage heading, the dead product pages, the size-chart consolidation, product barcodes, FAQ markup and the entity layer. The content engine is calibrated to your voice, and production begins inside these first 90 days.
2Months 4 to 6: content + authority at pace
We build content and authority hard. The roadmap starts with the 153 pieces that own your core territories and runs on toward full coverage, weighted to where the demand map says the value is: linen pants and tops first, dresses second, quilt covers and printed bedding third, with sheets and pillowcases defended alongside. The authority work runs beside it. Visibility starts compounding across search and AI, and by month six you are ready to take it over.
3Month 6 onward: you own it
The foundations, the content, the links and your AEO score are yours, on your own low-cost platform login, with no ongoing agency arrangement required. From here it is your call how much support you want.
After the six months, it is yours
You keep everything and choose how to run it. Three ways forward, all on your terms.
Do it yourself
Keep the platform for a low monthly fee and run it in-house with a light weekly rhythm. Your team drives, and the system does the heavy lifting.
Do it with us
Join the ecommerce accelerator community: weekly coaching, other brands on the same tools, strategy and back-end sessions. It keeps the momentum going without an agency on the payroll.
We keep running it
Stay on a rolling basis at the pace you choose and we keep the whole engine humming for you.
How the engagement works
| Investment | We will walk you through the numbers together on the call, once the scope is confirmed |
| Your time | One to two hours a week during the foundations phase (access, calibration, sign-off), then a quick weekly check-in for the rest of the six months |
| Contract term | A six-month build. No lock-in beyond it |
| After six months | A low monthly platform fee, with community and fractional-support tiers if you want us to stay close |
| If you leave | You keep everything: the foundations, the content, the links, the strategy and your AEO score |
| Qualification | We take a small cohort through the transformation at a time, so delivery stays hands-on |
What this is built to move. Everything in this document is built to move the numbers in your strategy report. The mid case there adds +A$160,850 a year of gross non-branded revenue (modelled, directional) in Australia, taking your share of the winnable non-branded clicks from 5.9% to 15.0%, and every extra 1% of that market is worth about A$17,763 a year in gross revenue. That is before the AI questions, your offshore buyers and any lift in conversion, none of which the model counts. Every measured input comes from your own Shopify, Search Console and GA4, with demand triangulated across three keyword tools. Your branded traffic is not part of the model and does not change. Beyond the numbers, you are buying a system your team owns and runs, built to last for years and to keep evolving as agentic search does, with us developing the platform underneath it the whole time.
On timing: content ships from the first months, and rankings and AI citations follow with a lag. Judge the first six months on the score climbing and the run-rate building; cash collected in the period lags behind both. Roughly 10% of the gain is live by month three and 35% by month six, the point the system becomes yours.
What you are actually buying
Most of what makes this work is the system underneath it, and you own that at the end. The four pillars of AI search become four sets of working workflows, built around your brand, so you can act on them every day. Four workflows transfer to you: content (the research, brief, write, review and publish chain, the most complex piece and the one that takes years to get right, calibrated to your voice and your prints), technical SEO and AEO, authority, and measurement (the tracking, attribution and reporting layer that puts the right information in front of you at the right time, so decisions get made on what is actually happening). All four live inside Notable, all four keep being updated as the market moves, and all four are yours to keep.
The line that matters. Most agencies charge you year after year after year, and the day you stop paying, the capability walks out of the door with them. We charge you for six months to transform the business, and then you own the system. For a business at your stage, the IP on its own goes a long way toward justifying the investment. Six months of us building it with you, on your data and in your voice, sits on top of that.
Why you can be confident
Value ↑bigger is better
Dream outcome
Lazybones is the brand AI names when Australians ask where to buy organic cotton clothing, vintage-style quilt covers or fair trade linen, and you own the system that keeps it that way.
×
Likelihood it works
Your field Core Web Vitals pass, your link profile already matches your peers, and keyword difficulty across your core is close to zero. The gap is pages, which is the part we build.
divided by
Time to results
The heading fix, the redirects and the measurement in the first weeks, production inside the first 90 days, the system handed over at six months.
×
Effort from you
An hour or two a week during foundations for access, calibration and sign-off, then a quick weekly check-in.
- A checkable finish line. The score is a documented number out of 100 against our published maturity model and Google's own Rich Results Test. You watch it climb from 45, pillar by pillar.
- Your measurement comes first. The AI visibility baseline is stood up early, before anything scales, so you can see what the work is doing for yourself, next to what Meta is doing.
- The early wins are verifiable in weeks. The homepage heading, the dead-page redirects and the FAQ markup are visible the week they ship.
- The plan runs on your own numbers. Every figure in your strategy report came out of your Search Console, your Analytics and a live crawl, with keyword demand triangulated across three sources.
- Backed by the right people. We have partnered with Simon at the Ecommerce Accelerator, so you get real ecommerce insight behind the work alongside the search craft.
- You keep it. No lock-in and no dependence on us. Everything we build, you own.
The transformation in full, line by line
This is the full task list behind the summary above. Roughly 70 to 80% of it is proper SEO done well with AI, and the rest is what makes yours the brand AI recommends. Approval points are marked, so you always know when something needs your sign-off.
What we would need from you
- Google Analytics 4 ✓ granted, and the strategy report already runs on it
- Google Search Console ✓ granted
- Shopify admin ✓ granted, and the strategy report already runs on its conversion, returns and customer cohorts
- Growave and your email platform access, so review collection can be lifted on the products that carry few
- Your brand materials: tone of voice, brand guidelines, the stories behind your prints and suppliers, and who approves content
Phase 1 · First 90 days: measurement, foundations and first production
This period establishes the foundations, sets up the measurement, calibrates Notable to your brand, and ships the first wave of content. By the end of it the technical work is done and the content engine is running at pace.
Onboarding
- Sales to delivery handover, so nothing you have told us gets lost
- Welcome email and onboarding form
- Payments set up, invoice schedule confirmed
- Dedicated Slack channel for async communication
- Shared Google Drive folder for the core deliverables, so you always have a record of what matters
- Delivery board set up with all tasks and due dates, for our team to run the work against
- Brand kit developed from your materials, reviewed and approved
- Kick-off session, one 60-minute call covering scope, timeline, priorities and access
- All access confirmed and tested
Baseline and measurement
- AI referrals tracked as their own channel in GA4, and organic reported alongside Meta so the two can be compared on the same basis
- Full baseline captured before we touch anything: rankings, traffic, revenue by channel, branded versus non-branded, Australia versus offshore
- The value model kept current on your Shopify data each quarter: conversion, order value, returns, first-order share and the customer cohorts as they mature past twelve months
- AEO scorecard maintained across all four pillars, with the evidence behind each score
- AI visibility tracking stood up across ChatGPT, Perplexity, Gemini and Google AI Overviews
- Citation monitoring on your priority prompts from the 153-prompt library, baselined early, so you can watch the "which Australian clothing brands are fair trade" answer change
- Live reporting dashboard you can open any day, in place of a monthly PDF
Research and strategy
- Keyword research triangulated across Google Keyword Planner, SEMrush and Ahrefs, never a single tool. Yours already runs to 424 Australian keyword pools
- AI prompt library built for your category, scored and prioritised. Yours already runs to 153 prompts, 152 of them answers you can own
- Competitor gap analysis: Princess Highway, Bhumi, Gingerlilly, Sage x Clare, Kip & Co and Bed Threads, plus the sites AI cites when it answers ethical clothing and bedding questions in Australia
- Cluster strategy mapping every keyword and prompt to a content territory. Yours is 9 territories, led by linen pants and tops, dresses, and quilt covers and printed bedding
- URL mapping and site architecture review across your 49 collections, 49 articles and 263 pages
- Approval point: you confirm target keywords, prompts and clusters
Technical SEO and on-page
- Full technical audit with developer-ready recommendations
- One H1 on the homepage, and the heading structure checked across every template
- Sold-out products reviewed one by one: evergreen lines such as the Rosette quilt in Natural and the Australian Birds pillowcase set kept in Google with a back-in-stock note, one-off pieces left out
- Dead product pages redirected to the closest live product or collection, starting with the Ella dress in Bluesette
- Size charts consolidated: the 72 standalone size and measurement pages folded into their products and one indexable sizing hub, with redirects
- Barcodes (GTINs) added to product markup, and FAQ markup on the FAQ page
- Bare product and collection title tags rewritten with the product, the fibre and the brand
- The entity layer: the organisation wired to its profiles so AI can recognise the brand
- Internal linking built from the journal into the collections it talks about
- Product imagery lightened on the templates where Google's lab results are slow
- On-page error sweep: broken links, alt text, duplicate and missing meta
- Redirect audit and remediation, up to 2,000 redirects included
- Approval point: you approve the URL map and all on-page changes before anything ships
There is no hard page cap on this work. The goal is your whole site, and our tooling lets us sweep hundreds of pages where the old way rationed them. What we ask in return is reasonable review cycles, so changes are batched for approval in rounds.
Notable onboarding and calibration
- Access to Notable, our own proprietary AI search platform, built for deploying AI search into Shopify brands
- Your workspace created and calibrated on your guidelines and voice before anything is produced at scale
- Notable runs the whole engagement: your technical monitoring, your content production, your authority and reputation scanning, and all of your measurement in one place
- Calibration runs as a gate, in order: your brand kit approved, your content strategy approved, the first three pieces produced with you and closely reviewed together, then your feedback folded back into the brand kit so the system gets sharper before it scales
- After the six months you keep full access and run it yourself on a small monthly platform cost
- Approval point: you confirm the calibrated output is on brand before we scale production
Content roadmap and first production
- Content roadmap built from the cluster strategy and prioritised by value, leading with linen pants and tops, dresses, and quilt covers and printed bedding
- Approval point: content plan approved, then production starts
- The journal triaged: which articles are refresh candidates with existing rankings, and which territories need net-new buying guides
- Collection copy built out on the head-term collections, answer-first, with FAQs
- Every piece written in your voice, reviewed for brand, factual accuracy about fibres, fit and suppliers, and SEO validation before it reaches you
- The first wave of the roadmap produced or upgraded in the first 90 days
Your part: review before it ships. Once calibration is complete and production is at rhythm, we can connect to your store and publish approved content on a regular cadence. From that point, reviewing each piece and giving feedback before it goes live sits with you. It is your job to make sure the content represents the brand fully and truthfully. It is ours to make the review quick.
Authority, foundations
- Backlink profile audited, and the broken backlinks reclaimed
- The entity layer extended off-site: consistent profiles and listings for the brand
- Foundational backlink build: the citations, directories and ethical-brand listings a credible Australian fair trade label should hold
- Review and citation source mapping across the ethical-fashion and interiors sources AI draws on
- Digital PR angles identified from what you genuinely have: your fair trade factory and the Chetna Project farmers behind most of your organic cotton, your prints, and a brand designed near Byron Bay since 2000
The goal we are driving at
- AI-Ready Certified at 80 out of 100, up from 45 today, verified against a documented audit and Google's Rich Results Test.
- We aim to get there as early in the six months as the content allows. Some brands hit it inside 90 days, most land it between month three and month six. It is what the engagement is for, and the score is visible to you the whole way.
Phase 2 · Months 4 to 6: production at scale and compounding
Foundations are in and the workflows are calibrated, so these months are about sustained output and building the authority that makes AI cite you. The mix each month is guided by the roadmap and adjusted for your seasonality and performance data.
Monthly content production
- Content refreshes and new articles, the core of the monthly mix, weighted to the territories with proven demand
- Product page refreshes, high value because the buying decision happens there. This content type is on its way in Notable, so it joins the mix as it lands
- Collection page refreshes, a smaller volume because there are fewer of them, and high value because they carry your category terms
- Output paced to the roadmap, from the 153 core pieces toward full coverage, adjusted to your season and performance
- Every piece reviewed for voice, accuracy and SEO before delivery
- Content gaps reassessed monthly against live AI answers, so we chase what is actually being asked
Authority and reputation
- Continued foundational link building where genuine opportunities exist, judged on citation value over a monthly count
- We work with you to develop the authority opportunities that are unique to your business, because the best plays here are usually the ones only you can make: your suppliers, your prints and your community
On the authority pillar: the engagement runs hardest on technical, content and measurement, because those are the three we can move reliably inside six months. The authority side of Notable, the off-site opportunity tracking, the community scanning and the digital PR tooling, is the newest part of the platform and we are building it out over the coming months. Meanwhile we do the foundational link work, report where you stand on authority each month, and bring you the new tooling as it lands.
Ongoing technical
- Monthly technical sweep and on-page error checks
- Fixes implemented as they arise
- Schema extended as new page types ship
Reporting and strategy
- Monthly technical report: rankings, indexing, technical health, content performance
- Monthly performance report: revenue by channel, AI visibility, citations won
- Monthly growth strategy call where it is useful, or a short Loom from us instead: what is the constraint, and what is the highest-value next move
What you end up with
| Output | First 90 days | Months 4 to 6 | Total |
|---|
| Measurement | Baseline live, AI tracking stood up | Monitored monthly | Organic and AI visibility measured month by month |
| Technical foundations | Heading fixed, dead pages redirected, size charts consolidated, entity layer in | Maintained and extended | A site AI can read and trust |
| Collection and landing pages | Linen, dresses and bedding first | The rest of the territories | A page for every term buyers type |
| New content | First wave | The rest of the roadmap | The demand-map build across the 9 territories |
| Total pieces | paced by the roadmap | from the 153 core pieces toward full coverage |
| Foundational backlinks | Profile cleaned and reclaimed | Extended | Judged on citation value |
| AEO score | Climbing from 45 | Driving at 80 out of 100 | Yours to keep |
Volumes depend on content complexity, your approval cadence and strategic priorities. A share of your build is upgrading pages you already have, which moves faster than net-new writing. The roadmap guides prioritisation, and we will always choose the higher-value piece over hitting a number.
Notable, the platform you end up owning
Notable is our own Shopify-native AI search platform, and it is the reason this leaves you with a working asset at the end. During the six months we run it for you. After that it is yours.
- Content production, writing and refreshing against your calibrated voice and your live roadmap
- Technical monitoring, continuously checking schema, indexing and on-page health, and telling you when something breaks
- AI visibility tracking, watching whether AI recommends you, on the prompts you care about
- Reputation monitoring, surfacing what review sites, communities and publications are saying, so you can respond while it still matters
- Reporting, one dashboard tying Shopify, Analytics and Search Console to AI visibility
After the six months, someone on your team spends an hour or two a week in Notable and the system keeps compounding. You can also join the accelerator community for coaching and support, or keep us on a rolling arrangement. Your call.
Handover, included
- Handover call, one 30-minute session covering the transition plan and system access
- Full ownership of your calibrated Notable workspace
- Your content roadmap, which keeps running past the engagement
- Documentation and SOPs: how to run it, how to produce content, how to read the reporting
- Case study or testimonial conversation, if you are happy to
Also included
- Ecommerce Accelerator community access, when available
- Our vetted contractor network: designers, video editors, web developers, UGC creators
- Private one-to-one consulting at preferential rates
- Reputation maintenance playbook: review strategy, community strategy, and how to identify and approach the publications that matter in your category
What is not included
The edges, so nothing surprises anyone at month four.
- Paid advertising. We do not run Google or Meta ads. The branded and non-branded split we build usually makes whoever runs yours even sharper.
- Website rebuilds or theme development. We provide developer-ready specifications and can implement within your existing theme. A rebuild is separate work.
- The UK storefront. A separate UK look and store is future scope, sized and planned on its own once the Australian build is running.
- Redirects beyond 2,000. Scoped and quoted separately if the site needs more.
- Product photography and video production. Available through our contractor network, quoted separately.
What comes next
You have your strategy report and the numbers sized on your own data. Next is our session: we walk the findings, confirm scope, and talk through the investment together, including which shape fits Lazybones best, from the full done-for-you build through to lighter ways of starting.