33 | How Dreams Become Reality: Georgia Tan – Founder of Switch Key Digital

You love writing, business and connecting with others – but can they all be part of your career?

Georgia Tan proves it can, and not just through traditional routes.

Her journey began by writing:

publications for Honi Soit,

editorial content for AdNews Australia & Reviews.org, and

SEO content for Finder & State of Digital Publishing

She even wrote and directed a comedy show performed by 25 cast members at Seymour Centre.

And she has since become an international speaker in the SEO world!

But Georgia’s creative pursuits didn’t stop there. It was in the ever-changing world of SEO and content marketing that Georgia truly found a way to merge her passion for storytelling with business strategy. Her diverse background ultimately led to Georgia founding Switch Key Digital, an agency that combines SEO for high visibility, UX for user engagement and CRO to drive conversions.

With the advance of AI search, I was super keen to peer into the future of Generative Engine Optimisation (GEO) … and

Also go back in time to see how her love for SEO and digital marketing started.

Read the full Q&A below!

Q&A

What’s a dream you had as a child that has stayed with you to this day?

Since I was a kid, I vividly remember spending hours lost in imaginary worlds, crafting stories about magic and adventure with all kinds of characters. Little did I know, this early passion for storytelling would shape my career path. While I started out in content writing, I grew to love SEO and the marketing world. 

More importantly, what I’ve realised is that what I really craved from writing a novel lies in my love of storytelling, thinking creatively and connecting with others. I’m happy to be able to live that out every day as an entrepreneur, marketer and thought leader.

What were early barriers to pursuing your biggest dreams, internal or external? What mindsets, habits and strategies helped you overcome them?

My biggest hurdles were self-imposed. I struggled with perfectionism and the constant pressure to be ‘good enough’ took a toll on my mental health throughout school and university.

While I’m very much still a work in progress, I discovered the power of self-compassion and focusing on progress rather than perfection. It’s been invaluable to surround myself with supportive loved ones and not being afraid to seek professional help too to reframe my thoughts was a game-changer. It’s a journey, but I’m here to enjoy every bit of it and I’m forever grateful for the strength and resilience I’ve gained.

What excites you most about having your own consultancy? What are some new opportunities that you can now pursue?

I’m passionate about sharing our proprietary Search Experience Optimisation (SXO) methodology to help businesses elevate their online presence, get more conversions and optimise their customer funnel.

I’m particularly excited about the opportunity to directly impact the success of my clients. By providing my own tailored support and strategic guidance, I can help businesses feel less overwhelmed about navigating SEO, the coming changes with AI Search and the very rapidly evolving digital marketing landscape. It’s incredibly fulfilling to be able to empower others to achieve their goals.

What would you like to tell readers about Switch Key Digital?

Are you getting great search traffic but not enough conversions? This is the core problem Switch Key Digital was created to solve. We’ve seen many businesses struggle to bridge the gap between attracting visitors and converting them into leads or customers, and this is why Switch Key Digital was born. 

That’s where our proprietary Search Experience Optimisation (SXO) approach comes in. Unlike traditional SEO, SXO goes beyond rankings to create targeted and personalised user journeys that drive conversions. 

SXO isn’t just about ranking high in search results; it’s about crafting engaging experiences that resonate with your audience and deliver results that search engines reward.

We are one of the world’s first agencies dedicated to the next frontier of SEO, Search Experience Optimisation (SXO). Our team of experts work together with clients to deliver integrated solutions tailored to their unique business needs, whether they need a full-scale SXO overhaul or targeted support in SEO, UX or CRO.

With the onset of AI search, how does SEO strategy need to adapt? What do you predict the effect to be on branding?

I also think that SEO strategy needs to adapt along with changing consumer preferences, which is what ChatGPT but also other tech giants like TikTok and Amazon have created through their owned platforms. AI search will accelerate this competition for eyeballs across all of these platforms by making it easier to shift through many search results and deliver the most relevant and personalised content to users.

Although Google has been the dominant platform in the past to optimise brand visibility, it’s becoming crucial now to diversify your strategy across multiple channels (such as YouTube, TikTok, Reddit) and multiple modals (such as text, images, video, audio) to reach your target audience where they are and foster deeper engagement with them. While SEO as a field remains very much alive and crucial, I do believe the playing field is evolving rapidly. 

As search becomes more personalised and AI-driven, branding will become even more critical. Consistent messaging, strong brand identity, providing authentic and helpful content and a deep understanding of your target audiences will be essential for standing out. Brands that are able to effectively leverage AI, such as for content generation, predictive analytics and personalisation, will be able to maximise their visibility and engagement. 

Ultimately, I believe this shift is a positive one and will redefine how brands build relationships with consumers, and will lead to a more holistic approach to digital strategy.

If you could capture the attention of every single person for thirty seconds, what would you say?

Thanks for reading my Q&A with Georgia.

You can connect with Georgia here: 

• LinkedIn: https://www.linkedin.com/in/georgiaswtan/ 

You can check out Switch Key Digital here:

• Website: https://www.switchkeydigital.com/ 

And as always,

Keep dreamaking.