Soaring Above Search
My personal take on SEO and AI search, every week.
What I'm seeing out there, what I'm testing, and what the agency is doing across hundreds of clients. A unique view from inside the machine.
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Why subscribe
Most AI search content is hype or theory. This newsletter is neither. I run SEO at scale across hundreds of clients at Australia's largest dedicated SEO agency. Every week I'm testing new tools, watching what's changing across platforms, and seeing what's actually moving the needle for real businesses.
You get the practitioner view. What I'm seeing, what I'm testing, what the agency is doing. No secondhand takes. No recycled news. Just one person's lens on a landscape that's changing every week.
Past editions
Browse the archive or read before you subscribe.
Hacking AI Search vs Building Brands: What's Actually Working
I spent this week at the Phuket AI Marketing Summit, 3-5 April 2026. Dozens of talks, good energy, heads were down in th
ChatGPT Feeds Google. Google Rewards Real Assets. Here's the Play.
Everyone keeps framing AI search and Google as a battle. One eats the other. Traffic collapses. The SEO industry dies. I
Who writes this
Lawrence Hitches is an AI SEO Consultant based in Melbourne and the Chief of Staff at StudioHawk, Australia's largest dedicated SEO agency.
He's been in SEO for over a decade, across startups, enterprise brands, ecommerce, and local businesses. Soaring Above Search is where he shares the practitioner perspective on a landscape that's changing every week.
No hype. No doom. Just what's actually happening and what to do about it.