AI FORMAT
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
Declan also maintains ongoing practical experience across modern platforms and technologies, including:
Areas of Expertise
“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.”
— Declan Reynolds
Read Recent Articles by Declan
Declan Reynolds
Declan Reynolds is the Founder and Director of AI Format and a digital marketing specialist with over 28 years of experience in SEO, web design, and AI-driven marketing. He works with established businesses across Australia to improve how they are found, understood, and recommended — by both search engines and AI platforms.
Which is better for your business, SEO or SEM?
No, that’s not a typo – SEO and SEM actually refer to two completely different digital strategies that can both form a crucial part of your operation’s digital marketing efforts! While we’re an agency that focuses primarily on search…
Using user behaviour data in your digital marketing campaigns
Analytics and data are the beating heart of any digital marketing strategy, including search engine optimisation. We’ve said it before, and we’ll say it again: SEO can be a long, time-consuming process. It isn’t just content, coding and web design…
How optimising old blogs could be an SEO goldmine
Just because you’ve hit “publish” doesn’t mean that you never have to worry about that blog ever again! You’ve just finished up on a blog. It’s properly optimised for SEO, with carefully-selected keywords and a topical subject that are sure…
Site audits: why they matter, and how to perform one
Site audits are a crucial part of search engine optimisation – however, a good site audit can go much further than just measuring your SEO performance If you ask us, you should be constantly evaluating your website, identifying issues and…
How Google Keyword Planner improves your SEO and PPC
Google’s suite of products is vast – it includes email, video, smartphones, shopping… and it also includes tools to help you improve your search engine optimisation and PPC advertising campaigns! You watch YouTube pretty regularly. Google Maps is a…
How relying solely on backlinks can impact SEO
When it comes to building a successful SEO strategy, there are a lot of different techniques and methods an SEO agency might use to get your website to rank. One of these is link building. If you’ve been kicking around…
Why you should leave Google Ads management to an agency
A lot of small business owners tend to be the hands-on types – if they can do it on their own, they’re going to. It’s an admirable trait – however, it’s also something that can often lead to problems as…
Why does my eCommerce store need a blog?
COVID-19 lockdowns have made a lot of things crystal clear – one of which is the increasing importance of eCommerce, and how important it is for businesses to have an eCommerce system in place. Within weeks of the pandemic reaching…
Improving Your SEO Ranking: 5 Essential First Steps to Get You Started
Here’s something you mightn’t have known about search engine optimisation: what works for your closest competitors in your niche may not work for you. To add to that, search engines have constantly-evolving algorithms. Google is always changing how search works…
What You Need to Know About Ecommerce SEO
Did you know? In 2018, Australians spent $27.5 billion buying goods online, a 24.4% increase year on year (YOY). With those types of growth figures, now’s a good time to get into the eCommerce business. Of course, it isn’t just…
Running for...
19 Yrs
We've lasted through industry change and now we embrace AI to last the next 19 years.
Boutique AI Agency...
7 Experts
We're a boutique agency using focused on a limited number of clients to get big results.
Long Relationships...
10+ Yrs
We have clients that have been using our SEO services for 10 years... TEN.
Search Specialists...
15 Yrs
We started as web developers but switched to focus on Search 15 years ago.
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In AI
We've invested heavily in training staff in AI so you feel confident we're doing it right.