SEO and AI Optimisation for Fashion Boutique - 13/06/2026 20:54 EDT

Enzo & Toto is a luxury boutique based in Byron Bay, Australia, established in 2005. We stock curated European, American and Australian fashion labels and operate both a physical store and an online shop at enzoandtoto.com. We are looking for a freelancer with hands-on experience in both traditional SEO and AI search optimisation (also called AEO or GEO) to improve our visibility across Google, ChatGPT, Perplexity, and Google AI Overviews.

The Problem We Need Solved
We rank poorly for searches like:
• "boutique Byron Bay"
• "luxury fashion Byron Bay"
• "buy [brand name] Australia"
• "best boutiques Byron Bay"
We also do not appear when AI tools like ChatGPT or Perplexity answer questions about Byron Bay shopping, fashion boutiques, or the brands we stock. This is the gap we need to close.

Scope of Work
1. Technical SEO Audit and Fixes
• Rewrite homepage title tag and meta description with location and keyword signals
• Add keyword-rich descriptions to all product collection pages
• Implement structured data markup (schema.org) for LocalBusiness, Product, and BreadcrumbList
• Audit and fix any crawlability or indexation issues
• Confirm canonical tags and redirect setup is clean

2. AI Search Optimisation (AEO / GEO)
This is a key requirement. The freelancer must understand how large language models and AI search tools (ChatGPT, Perplexity, Google SGE) surface business information and be able to:
• Add or optimise an llms.txt file to make the site readable by AI crawlers
• Implement structured FAQ schema that AI tools can extract and surface
• Write clear, factual, entity-rich page content that AI models can cite as a source
• Ensure the business appears correctly in knowledge-graph-adjacent contexts (Google Business Profile, Wikidata if applicable)
• Advise on content structure that favours AI citation (direct answers, lists, definitions, named entities)

3. Google Business Profile Optimisation
• Audit current Google Business Profile listing
• Update categories, attributes, photos, and business description
• Set up a review acquisition strategy
• Ensure NAP consistency across all directories (name, address, phone)

4. Backlink and Citation Building
• Identify and pursue backlink opportunities from Byron Bay tourism sites, Visit NSW, and Australian fashion media
• Contact brand partner pages (e.g. AG Jeans, Mother Denim, American Vintage) for retailer/stockist links
• Secure at least 5 high-quality editorial or directory backlinks within the engagement
• Build citations in relevant Australian fashion and local business directories

5. Content SEO Brief (Ongoing Optional)
• Provide a keyword-mapped content calendar for the Journal blog
• Write or brief 4 SEO and AI-optimised blog posts per month targeting intent-driven searches
• Example topics: "best boutiques Byron Bay 2025," "how to style [brand] in Australia," "what to wear in Byron Bay"

Deliverables
1. Full SEO audit report with priority issues and recommendations
2. Implemented on-page fixes (title tags, meta, schema, structured data)
3. llms.txt file and AI-readability audit
4. Google Business Profile fully updated
5. Minimum 5 new backlinks documented with domain authority data
6. Monthly reporting against agreed KPIs (organic traffic, local rankings, AI citations)

Ideal Candidate
• Proven experience with Shopify SEO specifically
• Demonstrable knowledge of AEO, GEO, or llms.txt implementation
• Experience with local SEO for Australian businesses
• Familiar with tools such as Ahrefs, Semrush, Screaming Frog, or equivalent
• Understands the fashion or lifestyle retail sector (preferred)
• Can show before/after ranking evidence from past clients

Budget and Timeline
Fixed price for initial audit and implementation phase. Ongoing monthly retainer negotiable. Please quote separately for the one-off setup and ongoing work.
Timeline: Initial deliverables expected within 4 weeks of project start.