Declan Reynolds

Founder, Director & Digital Marketing Specialist | AI Format

About Declan

Declan Reynolds is an SEO strategist and digital marketing specialist with over 28 years of experience helping businesses grow online. As the Founder and Director of AI Format, he works with established businesses across Australia to improve how they are represented in both traditional search and AI-driven discovery.

His work focuses on ensuring businesses are not just visible, but accurately understood and recommended.

Declan brings a practical, results-driven approach to digital marketing, grounded in real-world experience. He has worked with a wide range of businesses, from small operators to larger organisations, helping them generate consistent leads and long-term growth through structured, well-executed strategies.

He began his career in website development in 1998 in Liverpool, England, later establishing a London office before relocating to Australia in 2001. In 2006, he founded iformat, building a strong client base across multiple industries and delivering long-term SEO and digital marketing results.

Since 2009, his work has focused heavily on SEO, helping businesses improve visibility, rankings, and lead generation. More recently, his focus has evolved into AI-driven marketing, supporting businesses as search shifts towards AI-generated answers, summaries, and recommendations.

Role at AI Format

As the founder of AI Format, Declan leads strategy across AI SEO, Answer Engine Optimisation (AEO), and Generative Engine Optimisation (GEO).

His work centres on helping businesses adapt to a changing discovery landscape, where customers increasingly rely on AI platforms such as ChatGPT and Google Gemini to find, compare, and choose services.

Beyond traditional rankings, Declan helps businesses build what he describes as a “source of truth”, structured, high-quality content that AI systems can understand, trust, and reuse accurately.

Qualifications and Background

Degree in Graphic Design (1997)
Postgraduate qualification in Web Design (1998)
Over 28 years of experience in web design, SEO, and digital marketing

Declan also maintains ongoing practical experience across modern platforms and technologies, including:

Google Search and Google Ads
WordPress and Shopify
Go High Level (GHL)
Large language models (LLMs), including ChatGPT, Google Gemini, and similar AI platforms

Areas of Expertise

SEO strategy and on-page optimisation
AI SEO, AEO, and GEO
Website design and development
Conversion optimisation and lead generation
AI-powered marketing systems, including AI chatbots and voice agents implementation
CRM and marketing automation implementation
Content structuring for search and AI discovery

“I focus on building systems that actually work in practice. Not just ideas or recommendations, but structured approaches that consistently generate leads and opportunities. As search continues to evolve, the priority is not just being found, but being understood and trusted by both people and AI systems.”