Liam Ridings

Q. When did you get started in SEO?

Unofficially, I started to get exposure to search engine optimisation back in 2014 when I started work as a digital copywriter. I found out very quickly that organic traffic was the measuring stick for content performance and started to learn and test really early on. Officially, I started SEO consulting back in 2016 and worked as an independent SEO consultant for around two years before starting Safari Digital.

Q. Favourite thing about SEO?

I like that SEO is inherently competitive. I enjoy the process of working to improve organic visibility and help businesses to “win” their niche. I also think that with SEO – as opposed to other marketing channels – you don’t always need the biggest budget or the most established brand to win – you can win on merit alone. I enjoy the progression of taking a brand for virtual anonymity in Google into being a leader in their respective industry.

Q. Where do you see SEO going in the next few years?

To say that SEO is evolving quickly would be an understatement. The look of the SERPs has changed completely between 2024 and 2026. I think we are moving away from looking at “10 blue links” in Google. It’s becoming more about measuring visibility across multiple platforms and ensuring brands are a cited source.

Q. How do you think Safari Digital sits in the SEO market in Australia?

We don’t try to be all things to all people. We know what we are good at and we are really upfront when it comes to managing expectations. I made a conscious decision early-on that we wouldn’t have a sales team. If you call, you’ll speak to an SEO consultant (or me) and you’ll get advice from someone who will actually be doing the work. The difference is accountability. It’s really easy for a sales team to sell the dream and then pass off the account to the SEO team. Because we don’t have that same detachment, we are much more forthright in how we consult with our clients from the outset. We know how to deliver great results, and we want to create lasting partnerships that help brands to grow.

Q. Any advice for anyone starting out in SEO?

Get your hands dirty! The best way to learn SEO is to work on a website. There is so much conflicting advice out there. You will never really understand SEO until you begin working on a website and find out for yourself first hand. Take everything that you read online with a grain of salt – the really good SEO practitioners are rarely the ones putting advice out there.

See just how quickly SEO ages you with these images of Liam throughout the years running Safari Digital.