Work · Melbourne · Sourced and dated

Case studies: client work, my own products, and facts you can check.

Everything here is sorted into one of three groups: work for a client, work on a product I own, and facts you can check from outside the site. Each group is worth a different amount. You should know which one you are reading. There are no testimonials, because none have been collected yet.

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Four things I sell: Websites · SEO + AEO · CRO · Automations & AI. Each card below says which one it was.
Client work

Client work, named with permission.

A client's traffic report is not mine to publish. What I publish is what I built and what can be checked against the live site. Where a case study exists, it is linked. Where it does not yet, the card says so.

Allied health · Websites · Rebuild + SEO migration

Podiatry Healthcare Group

The server served 19 URLs and the sitemap listed 12.

A Melbourne practice operating since 1991, with a hand-coded site from 2014 that ranked. Rebuilt on WordPress. 12 pages to 30. All 19 old addresses redirect straight to a live page. Email uninterrupted through the move. Verified against the live site.

Read the case study Live 1 Sep 2026
Emergency veterinary · Automations & AI

Animal Emergency Australia

Ten clinics, one pricing methodology, and a commission audit traced to the cent.

Reporting across a ten-clinic emergency veterinary group. A pricing methodology the group could defend. Payroll automation. A commission audit reconciled to the cent.

Case study in preparation
Hospitality · SEO + AEO

Stockroom Cafe

A catering page for a search nobody else in the suburb had written for.

A Pyrmont cafe. Walk-in coffee is a low-value, high-frequency search. Catering is the opposite. Almost nobody in the suburb had a page for it. The catering page was the whole job. No figures published until the screenshot that supports them is on the page.

Case study in preparation
My own products

My own products, built from a blank file.

No client to protect and no confidentiality in the way. The numbers here are mine. I can open the reports on a call. Nobody else has countersigned them. Both facts are on every page.

Sports analytics · SEO + AEO

Bet Better

1,200 organic clicks a week in six weeks, from a small base.

9,008 pages, a 23,540-byte llms.txt, ten named AI crawlers allowed in writing, and three published research papers with permanent DOIs. Every mechanism on the page can be checked from outside the site. The page tells you where to look.

Read the case study Search Console · organic
Marketing measurement · CRO

Zyro

About 250 organic clicks a week in a category nobody searches casually.

A tool that tracks which marketing brought in each sale. Roughly 108 pages: 54 long-form articles, 8 calculators, 7 comparison pages. Low volume, high intent. The supporting exhibit for the Bet Better method, in a category with no easy traffic. Stated as a level, never a multiple.

On the Bet Better page
AI-run marketing · Automations & AI

Scoutr

A nightly AI engine, six platform integrations, brand-safety guardrails.

The product behind my automation and AI operations work. It runs unattended overnight, posts through six platform integrations, and refuses anything that fails its brand-safety checks. No traffic claim, because that is not what it is for.

No case study yet
Verifiable by you

Facts you can check without asking me.

The third group is the smallest and the most valuable. None of it needs my permission, a client's permission or a screenshot. Open a browser and look.

edwardglush.com/llms.txt
This site's own guide for AI answer engines. It is short, it is current, and it says what each page is for.
edwardglush.com/robots.txt
Which crawlers this site allows, in writing. Compare it with your own. Most sites blocking the AI crawlers are doing it by accident. This file is where you find out.
edwardglush.com/sitemap.xml
Every page this site declares. Open a few and confirm they load. Mine lists every URL the server serves, which is the rule I hold clients to.
betbetter.world/robots.txt
Ten named AI crawlers allowed in writing on a site I run. Nothing on the Bet Better page depends on you trusting me about it.

Every number on this site carries its source and its window. The method for checking one is written down in one place. How I measure

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