About Us

We’re on a mission to make SEO more ethical, transparent & affordable.

We think the digital marketing space is ripe for positive disruption…

Despite the ever-changing and complex nature of SEO, the over-arching methodology remains consistent and clear.

No matter what updates Google make to their ranking algorithms, some things hold true over time:

  • Make sure your site is optimised
  • Know what your customers are searching for,
  • Write better content than your competitors,
  • Build high quality backlinks,
  • Do it consistently.

That’s pretty much the crux of it, seriously. 

This is what we do.

Our Leadership team:

Mark hyro photo

Mark Segal

Co-Founder, CEO

After qualifying in Law and Banking & Finance, Mark lived in New York, working at a prominent Manhattan Attorney’s office, before moving back to Melbourne and entering the digital scene. He’s gone on to advise a number of household brands including Telstra, BMW, ING, Tourism Australia and the Queensland Premier’s Office. Mark has also been an active participant in the start-up scene having held senior positions at two companies during their 9-figure exits and launched and sold two of his own ventures. He is currently Director of eRefunds.com.au and an advisor to DTC startups.
Adir hyro photo

Adir Shiffman


After qualifying in medicine and practising as an MD, Adir made the switch across to startup founder and over the last decade launched, built and sold more than a dozen high-growth tech companies.

Adir is currently Executive Chairman of Catapult Sports (ASX: CAT), and Chairman/Director/Founder of a number of other technology businesses including fast-growing direct to consumer (DTC) brand Sleeping Duck, and early-stage startup Qualie.com. 

He is also a regular columnist in the Australian Financial Review.