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.
A Melbourne SEO Agency Explains Link-Building, and Its Part in Your SEO Strategy
“Link-building”: whenever the topic of SEO (search engine optimisation) is raised, this is almost always one of the first words that comes up. There are a lot of considerations that go into building an effective SEO strategy for your website…
Our Melbourne SEO Team Explain How You Can Improve Your Bounce Rate
Bounce rate: one of the most important metrics, not just in search engine optimisation, but in all spheres of digital marketing. But what exactly is your bounce rate? Why does it matter? And most importantly, what can you do to…
How to Optimise Your Business Listing: An SEO Agency in Melbourne Explains!
Your Google My Business Listing is a crucial point-of-contact between you and your customer. However, with the proper optimisation, it can be much, much more… Say a customer wants to Google your business. Before they even access your website, they’ll…
SEO Attacks (Part 2): Protect Yourself from Negative SEO (and How We Help!)
Last week, we talked about negative SEO tactics, and the impact they can have on your SEO strategy. This week, we’ll be talking prevention. While the risk of being targeted by a negative SEO strategy are slim for the majority…
SEO Melbourne Tips and Tricks: Landing Pages and PPC
At AI Format, we don’t just perform search engine optimisation in Melbourne – we also help Melbourne businesses out with a wide range of digital services and strategies. One of these is pay-per-click advertising, or PPC. PPC advertising can be a cost-effective…
SEO Attacks (Part 1): A Melbourne SEO Agency Explains Negative SEO Tactics
Just like any other industry, there are plenty of people who aren’t afraid of playing dirty when it comes to their search engine rankings. We’ve talked before about the various “black-hat” SEO tactics that some other Melbourne SEO agencies might be using…
5 Easy Ways to Create SEO and Web Content Ideas
Struggling to come up with ideas for your content marketing strategy? We’ve been there too, trust us. Quality content is a powerful sales tool in itself. Content marketing as a strategy: Builds trust in your business Communicates your competence and…
Meme Marketing: Do Internet Memes Have a Place in Your Digital Strategy?
Everybody loves a good meme now and then. They’re short, snappy and great for a quick laugh. But then we have cringe-fests like Hillary dabbing on The Ellen Show or … whatever this abomination All of this raises a very…
Don’t Cut Corners with Cornerstone Content: 5 Tips to Help You Get the Most Out of Your Content
If you dabble in search engine optimisation or regularly add content to your site (as you should be), you might have heard or seen the phrase “cornerstone content” thrown around. But what exactly does it mean, and what implications does…
SEO for Hospitality: Our Bayside SEO Team Explain the Dos and Don’ts
You’re already listed on directories. You send out flyers regularly. You’ve even built up strong, mutually-beneficial relationships with travel agents. If you ask us however, you’re missing one of the most potent tools at your disposal for driving bookings towards…
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.
Certified
In AI
We've invested heavily in training staff in AI so you feel confident we're doing it right.