We Zig Where Others Zag

In 2019, Richard’s commitment to education and sharing knowledge reached a new milestone when he was commissioned by Penguin Random House to write his book, How to Get to the Top of Google Search. True to his “zig when others zag” philosophy, he released it solely as a physical copy, no audiobooks or e-books. It was an unconventional choice, reflecting Richard’s knack for taking paths less travelled and staying true to his vision. 

This mindset, to zig when others zag, remained an integral part of Richard’s approach. He believed there’s opportunity in every difficulty, inspired by Winston Churchill’s famous quote, “An optimist sees the opportunity in every difficulty.” Years later, this philosophy drove him to acquire three online magazines that were on the brink of closure. By stepping in where others hesitated, he ensured their survival and preserved their valuable contributions to the business community. 

Education was and remains a cornerstone of the company’s identity. Richard and his team actively teach at institutes across New Zealand, sharing expertise and fostering the next generation of marketers. Internally, the culture is built around continuous learning, with every team member encouraged to grow and innovate. This commitment to growth proved vital when the next few years brought challenges no one could have anticipated. The 2020 pandemic disrupted businesses globally, and Pure SEO was no exception. With work-from-home becoming mandatory for months at a time, the team had to quickly adapt to a new way of operating. While the company survived, the aftermath of the pandemic brought ongoing challenges, and Pure SEO faced tough decisions, including reducing its workforce to keep the business afloat. The outlook was uncertain. 

The turning point for Pure SEO came in 2022 with the release of ChatGPT, the first AI to achieve mass adoption. Richard saw its revolutionary impact firsthand as three generations of his family embraced the technology. It was clear that AI would fundamentally reshape digital marketing, and that Pure SEO needed to adapt or risk irrelevance. 

With the company’s survival at stake, Richard embarked on a complete reinvention, internally and externally, to ensure Pure SEO, its clients, and its people stayed at the forefront of artificial intelligence, automation, and evolving customer expectations. 

To drive this transformation, Pure SEO brought in experts like Britney Muller and Peter Mangin. They reshaped how the team worked, making collaboration and innovation a priority. The focus shifted to full-funnel performance marketing, moving beyond just visibility to deliver strategies that connect with audiences, wherever they are and in ways that truly matter. 

What could have been a moment of crisis turned into an opportunity, not just to adapt but to lead. While the name ‘Pure SEO’ reflected the company’s beginnings, rooted in New Zealand’s clean, green image and a focus on ethical search engine optimisation, it no longer captured the full scope of what the business had become. It was time for a change that better reflected its transformation and the wide range of services it offered. 

And so, in 2024, The Optimisers were born. 

The name “The Optimisers” felt serendipitous, it had been woven into the company’s DNA since its beginnings in search engine optimisation. It also carried a legacy: in 2013, after winning the Grand Award at The David Awards, the company was featured on the cover of NZ Business as “The Optimisers.” Together, these moments crystallised the need for a bold reinvention, one that fully embraced the company’s strengths and future aspirations. 

Unlike anything before, The Optimisers were not just an evolution of Pure SEO but a reinvention. Built on the legacy of integrity and resilience, The Optimisers embraced a mindset focused on outcomes. No longer just about driving traffic or visibility, the focus shifted to delivering measurable, meaningful success for every client. 

The Optimisers operate on one guiding principle: optimisation is a way of thinking, not a single tactic. Whether through advanced AI, personalised messaging, or refined user experiences, the team crafts strategies tailored to each client’s needs. Their approach is flexible across any platform, relentlessly minimising waste and maximising results. For Richard and the team, the shift was clear: businesses needed partners who could harness the power of creativity, expertise, and technological innovation in harmony. The Optimisers create campaigns that reach audiences wherever they are, helping customers trust, engage, and advocate for their brands. 

This transformation was shaped by resilience. From the heartbreak of personal loss to the challenges of building a business while navigating adversity, Richard’s journey taught him the value of perseverance and the importance of celebrating every success. The Optimisers were forged in that spirit, innovative, adaptive, and committed to doing the right thing. 

Today, The Optimisers is a digital marketing agency with a clear vision for the future. By blending AI, creativity, and an unwavering focus on customer outcomes, the company is redefining what’s possible in the industry. Optimisation isn’t confined to one channel or tactic; it’s about understanding each client’s unique goals and delivering the best possible path to success. 

Whether leveraging AI to uncover deep audience insights, crafting hyper-personalised content, or creating strategies that resonate on a human level, The Optimisers is dedicated to helping businesses achieve their full potential. And, just as in 2009, their guiding principle remains the same: do the right thing. 

By leading with innovation and embracing change while staying true to its core values, The Optimisers sets the stage for what’s next, not just for itself but for every business it partners with. 

By 2025, after years of research, innovation, and hard work, The Optimisers have become leaders in AI and performance marketing. But this isn’t just about adopting new technology, it’s about finding smarter ways to help businesses grow and succeed. The shift from Pure SEO to The Optimisers was more than a name change; it was about embracing a mindset that puts people and outcomes first. The Optimisers is here to make the complicated simple, the future exciting, and to help businesses thrive in a world that never stops changing.