OverviewAI Search (AEO & GEO)Optimise for ChatGPT, Perplexity, and AI Overviews.Ecommerce SEODrive sales with optimised product pages and categories.Local SEODominate your local market search results and maps.B2B SEOGenerate high-quality B2B leads from organic search.
Case Studies
Our Team
Blog
Contact
Free SEO Audit

Newport, Sydney. Senior specialists only.

Meet the senior Sydney SEO specialists behind WebRefresh

We're a small team of senior SEO and AI search specialists on Sydney's Northern Beaches, working in SEO since 2013 (13+ years). You work directly with the people doing the thinking, backed by an in-house SEO system that takes care of the legwork.

How we work
  • Luke Thorn, Founder & SEO/AEO Director at WebRefresh

    Luke Thorn

    Founder & SEO/AEO Director

  • Oliver Malone, Senior SEO Specialist at WebRefresh

    Oliver Malone

    Senior SEO Specialist

Years in SEO, since 2013
13+
Google rating from 36 reviews
5.0
Senior specialists, no juniors
100%
Lock-in contracts
0

The team

The people doing the thinking

Luke Thorn

Luke Thorn

Founder & SEO/AEO Director

Growing up on Sydney's Northern Beaches and working in SEO since 2013, Luke specialises in ecommerce SEO, technical SEO and AI search optimisation. As an early mover in Answer Engine Optimisation (AEO), he makes sure brands don't just rank on Google, but get recommended by AI platforms like ChatGPT and Perplexity. He has driven organic growth for brands across supplements, pet food, architecture and environmental consulting.

  • Ecommerce SEO
  • Technical SEO
  • AI search (AEO & GEO)
Read Luke's articles LinkedIn
Oliver Malone

Oliver Malone

Senior SEO Specialist

With a strong background in publishing and advertising, Oliver's strengths lie in content strategy, digital PR and meticulous on-page optimisation. He drives our client delivery and execution, making sure every strategy is implemented properly to generate maximum visibility and revenue.

  • Content strategy
  • On-page optimisation
  • Client delivery

Proudly based on Sydney's Northern Beaches

Our office is at Unit 6/9 Foamcrest Ave in Newport, and our team grew up right here on the peninsula. Keen on an in-person strategy chat over coffee at Zubi in Newport?

Explore Northern Beaches SEO

Why WebRefresh

Faster, more experienced and better value

Most SEO retainers pay for hours that never touch your results. We built our team and our process to remove them.

More experienced

Senior specialists only

Working in SEO since 2013. No juniors, no account managers, no middle men. You deal directly with the person doing the thinking.

Faster

Days, not weeks

Our in-house system scripts the keyword research, data analysis and monitoring, so audits and research never wait on manual exports.

Higher quality

The same tested process

Every service follows written steps with built-in quality checks. Your audit doesn't depend on who happened to run it.

Better value

No admin on the invoice

Exports, spreadsheet clean-up and report formatting are automated. Retainer hours go to strategy and implementation.

  • Data work

    Typical agency: Senior hours spent exporting and cleaning spreadsheets

    Analysed across Search Console, GA4 and Semrush in minutes

  • Your context

    Typical agency: Walks out the door when an account manager leaves

    Every task starts from your client profile

  • Quality

    Typical agency: Depends on who you get

    The same tested process, with built-in quality checks

  • Lessons learned

    Typical agency: Rarely reach the next account

    Logged and built into the process for every client

  • Turnaround

    Typical agency: Weeks, with every step done by hand

    Days, with research and monitoring scripted

  • Reporting

    Typical agency: Hours spent building a monthly slide deck

    Custom live dashboards

See what this looks like in practice in our SEO case studies.

Our process

How we work

Four clear steps, with our in-house system taking the legwork out of each one.

  1. Step 1

    Audit

    We review your site, rankings, competitors and AI search visibility.

    With Tesseract

    Search Console, GA4, Semrush and page speed data are analysed in minutes, not worked through by hand.

  2. Step 2

    Strategy

    You get a prioritised roadmap tied to leads and revenue, not vanity metrics.

    With Tesseract

    Keyword research runs through one pipeline, so we plan from a qualified, clustered list.

  3. Step 3

    Execution

    Senior specialists deliver the work. No handoffs to juniors.

    With Tesseract

    Briefs and first drafts start from your client profile: goals, audience, competitors and voice.

  4. Step 4

    Reporting

    Monthly reporting on rankings, organic traffic, leads and revenue.

    With Tesseract

    Live dashboards and scheduled monitoring, so your numbers are always current.

Our in-house SEO system

Tesseract: smarter SEO, delivered faster

Tesseract is our in-house SEO operating system. Senior specialists set the strategy, and TARS, the assistant built into Tesseract, handles the research, data work and first drafts around them. Every task starts from what we already know about your business, follows a tested process, and feeds what we learn back into the system.

  • Senior thinking, automated legwork.
  • Your budget goes on strategy and implementation, not spreadsheets.
  • Explain your business once. Every task starts from it.
  • Built on your real data, never assumed numbers.

TARS

The assistant built into Tesseract

Honesty setting: 100%

TARS does the legwork: research, data analysis and first drafts. Luke and Oliver set the strategy, make the judgement calls and review the work before it reaches you.

  1. Loading client profile: goals, audience, competitors, voice
  2. Analysing Search Console, GA4 and Semrush data
  3. Filtering competitor brands, checking live results
  4. Clustered keyword list ready for senior review

  • It knows your business before it starts

    Every task loads your profile first: goals, audience, competitors, tone of voice, scope and history.

  • The same tested process, every time

    Each service follows written steps with built-in quality checks. Your audit doesn't depend on who ran it.

  • Keyword research in one pipeline

    Semrush and Search Console data merged, filtered for competitor brands, checked against live results and scored for relevance.

  • Grounded in real data

    Built on Search Console, GA4, Semrush and live search results. If we can't back a number, it doesn't go in.

On LinkedIn

What we're sharing on LinkedIn

We share what we learn from client work: shifts in AI search, technical fixes and practical SEO wins. Here are a few of Luke's latest posts. Connect with us to get the next ones in your feed.

From the blog

Latest SEO and AI search insights

All articles

Questions about working with us

Who will I work with at WebRefresh?

You work directly with Luke Thorn and Oliver Malone, our senior SEO specialists. There are no juniors or account managers between you and the person doing the thinking.

What is Tesseract?

Tesseract is our in-house SEO operating system. Senior specialists set the strategy, and TARS, the assistant built into Tesseract, handles the research, data work and first drafts around them. Every task starts from what we already know about your business, follows a tested process, and feeds what we learn back into the system.

Who is TARS?

TARS is the assistant built into Tesseract. It handles the research, data analysis, keyword pipeline and first drafts. Our specialists set the strategy, make the judgement calls and review the work before it reaches you.

Does working faster mean cutting corners?

No. The savings come from removing hours clients shouldn't pay for, like exports, spreadsheet clean-up and report formatting. That time goes back into strategy and implementation, and every service follows the same tested process with built-in quality checks.

How do you report on results?

Through custom live dashboards built on Search Console and GA4, covering rankings, organic traffic, leads and revenue. After a site launch, weekly monitoring runs on a schedule.

Do you lock clients into contracts?

No. We work on rolling monthly agreements and keep clients by the quality of the work, not the contract.

Brands we've worked with

Turquoise LaneSmack BangNational GeographicAAGSunday Supply CoThe Owners CollectiveEdwards & CoMarz DesignsOFDPretty RadDLEPHealth Focus ManufacturersCB

Senior thinking. Automated legwork.

Tell us about your business once. We'll come back with a strategy built on your real data, from the people who'll actually do the work.