AI SEO

Optimise for Machines.
Resonate with Humans.

Q: How do I know if my content meets E-E-A-T standards?

High E-E-A-T content demonstrates real Experience, Expertise, Authority, and Trustworthiness. This includes original research, expert commentary, transparent authorship, and citations from reputable sources-signals that both users and AI value.

Media Collateral transforms your industry experience into structured content that positions your brand as a trusted online entity – cited by AI, chosen by humans.

See Inside Our AI-First Architecture

navigate the ai shift

Strategic Pillars for AI Search Visibility

AI-First Websites & Structured Content systems

We build websites architected for both machine comprehension and human clarity.

From semantic content structure to schema, every site is engineered to surface in AI search, reinforce your entity status, and drive meaningful engagement.

GEO Strategy & AI Search Optimisation

We design visibility strategies for the generative AI era.

Applying evolving Generative Engine Optimisation (GEO) principles and our proprietary Dual Intelligence Architecture (DIA), we align your site structure, content, and digital presence with how modern AI search engines evaluate, cite, and surface authoritative sources.

E-E-A-T Research & Content Creation

We build content ecosystems grounded in Google’s E-E-A-T framework – Experience, Expertise, Authoritativeness, and Trust for humans and AI answer engines.

Our approach blends original research and journalistic impact to define your domain, differentiate your voice, and position your brand as a cited, credible source in AI search.

Digital PR & AI Citation Positioning

We secure earned media and authoritative backlinks from trusted industry sources.

This strengthens your entity recognition and positions your brand as a primary source – cited by AI answer engines and trusted by your audience.

Andrew Tomison delivering AI search strategy training session, bridging behavioural science and digital communication.”

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About Us

Media Collateral operates at the rapidly evolving intersection of human communicaton and machine understanding.

We apply leading-edge search strategy, journalistic rigour, original research, and behavioural science to transform your industry expertise into authoritative content that’s trusted by audiences and referenced by AI.

Testimonials

Results that Resonate

“Working with Media Collateral has been an incredibly smooth and rewarding experience. The team helped us produce high-quality, research-based content, such as the State of ABM in APAC report, which has significantly boosted our authority in the industry.

We’ve seen improvements in our SEO, LinkedIn engagement, and lead generation, while also strengthening PR opportunities and industry partnerships. The process was painless, the content was exceptional, and we truly value the friendly, professional relationship we’ve built with Andrew and the Media Collateral team.”

Alexander Hipwell
Content & Operations, xGrowth

“In an online landscape being rapidly reshaped by artifical intelligence, Media Collateral provides strategic clarity, AI-driven search insights and structured content to ensure our industry experience and expertise translate into genuine online trust and authority.

Andrew’s approach has helped Wakelin navigate this new online era with confidence. As a result, we’re seeing greater visibility and engagement with our target audiences in AI answer engines, such as AI Overviews and ChatGPT. “

Jarrod McCabe
Director, Wakelin Property Advisory

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Meet the Founder

Andrew Tomison is a communications consultant, researcher, and AI content strategist with work published in The Guardian, AFR, and ABC. As a former journalist and current behavioural economics postgrad, he founded Media Collateral to help experts turn insight into AI-citable authority.

Google DeepMind's diagram for BlockRank (right) shows how it differs from standard models (middle). Its 'Structured Attention' component forces the model to focus on comparing each document to the query, rather than comparing every document to every other document. This change is what makes 'comprehension-based' ranking efficient and scalable

Google DeepMind Just Showed How AI Will Read – and Rank – Your Content Directly

Andrew Tomison October 30, 2025

The BlockRank Paper signals search’s next leap: From synthesis towards comprehension. Google DeepMind has published research that signals the next stage of search. The paper – Scalable In-Context Ranking with Generative Models – describes a breakthrough in what’s known as In-context Ranking (ICR). This is a system where the model reads and evaluates content directly, identifying the most relevant…

Applying Daniel Kahneman’s System 1 vs System 2: AI search pre-loads the heavy System 2 work, so users arrive in fast, intuitive System 1 mode – primed to trust, act, and convert

The Psychology of AI Search: How Behavioural Economics Explains the New Rules of Online Conversion

Andrew Tomison August 25, 2025

In a recent paper for my Master of Behavioural Economics at UTS, I explored a topic at the core of a seismic shift in the online economy: the intersection of AI, human decision-making, and the future of search. The findings reframe a problem causing widespread anxiety across digital marketing: the Great Decoupling – where website impressions stay high, or…

Beyond the Click: The New Currencies of the AI Search Era

Andrew Tomison July 7, 2025

For the last two decades, the digital economy has run on a simple transaction: the click. But that era is ending. With the rise of Google’s AI Overviews, which deliver direct answers to user questions, the fundamental trigger for online advertising – the user click – is becoming obsolete. My recent academic research, as part of my Master of…

Andrew Tomison (formerly known as Thompson) reporting from the field in Melbourne for ABC News TV.

How AI Search Is Rewriting SEO – Insights from a Journalist and Behavioural Economist

Andrew Tomison July 2, 2025

For a long time, I didn’t feel I had much to contribute to SEO. Coming from a journalism background – writing for organisations like the ABC, The Guardian, and NPR – I was trained to value depth, originality, and clarity. But when I first began exploring digital content strategy, SEO felt like a field dominated by pattern matching. Andrew…

BUILD YOUR online AUTHORITY

Become the Primary source

We turn your expertise into structured content. Optimised for AI search, trusted by humans.

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AI Search: Frequently Asked Questions

What is AI search, and how is it different from traditional SEO?

AI search uses advanced language models and entity recognition to understand user intent and context, not just keywords. Unlike traditional SEO, which focuses on ranking for specific phrases, AI search rewards brands that demonstrate expertise, authority, and trustworthiness across topics and entities.

How can my business become more visible in AI-powered search results?

Focus on creating original, evidence-based E-E-A-T content. Architect your site for AI understanding and use schema markup to define your services and expertise, and signal relevant entities to AI-powered search engines. Earning citations from trusted sources and adopting GEO strategies will position your business as a credible source in AI answer engines like Google’s incoming AI Mode, and ChatGPT, AI Overviews, and Perplexity.

What is Generative Engine Optimisation (GEO)?

GEO is the next evolution of SEO, optimising your digital presence for generative AI platforms like ChatGPT, Google Gemini, and Perplexity. It involves creating content and digital assets that AI can easily interpret, cite, and recommend in zero-click search environments.

Why is entity optimisation important for my brand?

Entity optimisation ensures that AI search engines recognise your business, expertise, and content as distinct, authoritative ‘things’ in their knowledge graphs. This increases your chances of being surfaced and cited in AI-generated answers.

How do I know if my content meets E-E-A-T standards?

High E-E-A-T content demonstrates real Experience, Expertise, Authority, and Trustworthiness. This includes original research, expert commentary, transparent authorship, and citations from reputable sources-signals that both users and AI value.

How does Media Collateral help brands achieve results in the AI search era?

We help brands succeed through end-to-end AI search strategies, including entity-first web builds, GEO, E-E-A-T content, and Digital PR. This approach leads to results like improved visibility in AI/zero-click search, greater domain authority, and recognition as a trusted, cited source – moving beyond chasing clicks.

Optimise for Machines.
Resonate with Humans.

Strategic Pillars for AI Search Visibility