Regan McGregor is an Australian search engine optimisation (SEO) and growth marketing expert, and the Discoverability Lead at Airtasker. Airtasker is Australia’s largest online marketplace for local services, connecting people with skilled local workers to get tasks done. He co-hosts the Sydney SEO Collective, a monthly meetup for Australia’s search community. He judges the Global, European, UK, APAC and MENA Search Awards.
grep about
The Human Behind the Rankings
search central live sydney · with cherry prommawin (google)
I’ve never been a tidy fit for one job title. Marketer, engineer, analyst, product manager: in reality, some of each, depending on the problem in front of me. What I actually do is take things apart to see how they work, then build systems that scale that understanding. Programmatic sites powered by a company’s own data. Content engines that feed every channel from a single idea. Growth loops that keep paying out long after I’ve handed them over. I live at the intersection of data, marketing and product. These days that means pointing AI agents at problems that used to be too complex and too large to crack by hand, then writing down exactly what works: not because it’s the trend of the week, but because it’s the biggest unlock I’ve found in more than a decade of doing this.
with gary illyes · google search relations
People ask why I’ve stuck with search when these skills point anywhere. Because nothing else scratches the same itch. Search is a black box. Nobody hands you the rules, so you reverse-engineer them from the outside one test at a time, and the moment you think you’ve got it, the algorithm shifts under your feet. It rewards the things I love doing: technical depth, creative problem-solving, and a stubborn refusal to accept “it just works that way.” That’s why it’s still the channel I trust most to drive real growth. The businesses that crack it earn something no competitor can just buy.
voice of the customer panel · salesforce
The work I care about usually shares two things: a genuinely hard problem no one’s cracked yet, and a mission I believe in. The companies I’ve given the most to have all pointed the same direction, towards technology that unlocks people’s skills. Vervoe, so people are hired for what they can do, not how their résumé reads. AgriWebb, so experienced farmers can back decades of instinct with their own data. Airtasker, so anyone with a skill can turn it into an income. Give me a blank space and a reason to care, and I’ll happily spend years in it.
sydney seo collective meetup
The rest of my search life is community. I’ve co-hosted the Sydney branch of the SEO Collective since 2023 and sit on its board. The Collective is Australia’s search community: a free monthly meetup that gives emerging search talent a stage, sixty-plus nights and counting. I also judge the Global, European, UK, APAC and MENA Search Awards, which mostly means reading the best SEO work in the world and passing the good ideas on. The playbooks on this site are the same instinct: figure it out, write it down, share it.
“Regan is one of the best mentors and managers I've ever had in this industry. I thought I knew SEO before I worked with him, but he was able to teach me a lot more practical use cases and theories behind page rankings, EEAT, you name it! He's always up for innovating, experimenting, and analyzing data that it's just contagious when you're in his team. Now that AEO/GEO is also in his sights, I just know he's gonna ace it like he did SEO. Super grateful I was able to work with him and would 100% do it again!”
“I've known Regan through the Sydney SEO and growth community for years, and in my view he's the best growth marketer in Australia. He's rightly regarded as one of the country's top SEOs, but what really stands out to me is how early and how seriously he's leaned into AI.
While a lot of the industry was still debating whether AI Overviews and LLMs would matter, Regan was already building for them. That included AEO and GEO strategy, AI visibility, and his own AI-powered tools. His move into leading discoverability and growth product at Airtasker reflects that. He understands search as a product problem, not just a marketing channel.
He pairs that technical depth with a builder's mindset and a real commitment to sharing what he learns, whether through the SEO Collective board, speaking or mentoring. Conversations with Regan always leave me with a new idea to test.
For anyone looking for someone who understands where growth, search and AI are going, and can actually execute on it, I can't recommend Regan highly enough.”
“I had the honour of working with Regan McGregor a few years back in my SEO career. Regan was my direct manager at 4mation Technologies at the time, where he not only helped me refine the technical SEO skills I had, but also guided me towards the knowledge I needed to reach the next step in my career.
Regan's support went way beyond the job at hand. He helped me build and shape the skills and vision I would need in the years ahead. Today we continue to meet at Sydney's SEO Collective every month, where Regan leads the conversation on how to leverage LLMs and AI platforms to improve our workflows and win in the AI search era. In my opinion, Regan is the best SEO, GEO and AI search expert in Australia. I'd recommend Regan McGregor to anyone looking for a growth marketer, mentor, or search and AI leader. He would be a great addition to any team or event. It would be a dream to work directly with Regan again, and I would not hesitate for a second if the opportunity arises.”
“Regan joined Vervoe as an individual contributor and ended up managing a team of 6. He started off doing a bit of everything, including SEO, ads, content and revops. Eventually we hired people into each of those functions so we could specialize.
It takes a special type of marketer to join a startup at an early stage when almost everything needs to be figured out and built from scratch. It's a hard job, and most marketers can't do it.
Success in startups is never attributable to one person or one thing. But there is no question that since Regan joined we started to put runs on the board in marketing, including double digit monthly increases in leads. His contribution to Vervoe was enormous and his work ethic and dedication were equally strong.
He's also a fantastic person whose moral compass points north.”
“Regan is one of the most immensely talented marketing professionals I've ever met.
In two years he grew Vervoe's marketing function from just himself to a team of six people covering content marketing, SEO, ads, and graphic design. He built a strategy that increased the company's traffic significantly and designed the startup's leads funnel, working with the sales team to set up that infrastructure. And, during that time, he managed to be a great manager and mentor to me and the rest of our team.
Whether working as an individual contributor or a manager, Regan's wealth of knowledge and experience across multiple sectors is an asset. He's a strategic thinker with a lot of highly desired technical abilities. But, above all, he's a good person who will do whatever he can to support a team, a company, and a mission he believes in.
So, if he's on your radar and you're trying to decide whether you should hire him or approach him for a role — do it.”
“You won't find many people like Regan. Most marketers understand the science of direct marketing, data analysis, and paid advertising, but very few have mastered the art as Regan has. He's taught me a lot of techniques you usually have to pay thousands to learn. Even outside of his vast marketing knowledge, he knows how to be an excellent team leader, a great employee, and a genuine friend. Whomever he decides to partner with will be very very lucky.”
“I am impressed with Regan's intricate growth marketing knowledge of each channel while maintaining a strong emphasis of user experience and customer intent. I worked closely with Regan at Vervoe and always learnt something new from his vast knowledge and proficiency of the latest marketing and automation tools. The organic channel and paid channel was a major driver of success for Vervoe, where ongoing MoM growth was a result of Regan's skills in customer segmentation, PPC, SEO, email marketing and data analysis. Regan is a true asset to any company looking for growth, optimisation, automation!”
“I worked with Regan for 1.5 years and he was my manager at the time. We grew from just the 2 of us to a team of 6 under his leadership. He always gives clear directions when I am confused and has taught me a lot of knowledge for building a website. He is very protective to the team and always showed empathy with others. He is a very reliable person and an excellent manager and I enjoyed every moment working with him.”
“During my time working with Regan, I was in a CS role however had just graduated with a degree in Marketing and was eager to expand my skills and knowledge in this area. As soon as I told Regan about my interest in participating in some marketing initiatives, he immediately involved me in multiple projects and regularly took time out of his day to teach me how to use a platform or explain why certain initiatives will be more beneficial than others. He was extremely generous with his skills and knowledge, and was always open to answering any questions or considering any ideas that I had. I have learnt so much from Regan and he is not only a great mentor and teacher, but a wonderful colleague to work with, and would be extremely valuable to any team.”
“Where do I start with Regan? He is a fantastic marketer, with particular expertise in digital. When you start working with Regan you quickly learn that what you see is what you get. In my time reporting to Regan he was always honest with me and quick to give me clear and insightful feedback. This was paramount to helping me develop into the digital marketer I am today. He was always so invested in helping me, and my colleagues, be the best we could be.
On top of always being quick to jump in and help his team, another thing you'll learn about Regan is that he's really passionate about technology and more specifically, making sound technology choices. He spends time researching solutions and ensuring that what he uses is the right fit.
I can't sum up all the things I've learnt from working with Regan and being lucky enough to be mentored by him. He is a great person and a wonderful marketer who cares deeply about helping people. I have tremendous respect for him and wish him all the best for the future. As a manager and a team player, you won't find anyone better.”
Julia Merrick · Content Marketing Specialist, 4mation Technologies
“I was lucky enough to report to Regan in his time as Head of Marketing at AgriWebb. In that period our team took on some very large projects such as a full redesign and rebuild of the website, designing and implementing a new strategy for product education and numerous events. His transparent and methodical approach to project management made it a breeze to understand the path to success every time.
Regan's breadth of knowledge across all marketing disciplines is outstanding, and is bolstered by technical expertise that allowed our team to execute and iterate quickly, in-house.
Lastly, Regan is a great mentor who is not afraid to share his knowledge and experience, and would be an immensely valuable asset to any business.”
“Regan joined AgriWebb in a performance marketing role and quickly stepped up to lead the entire team during a transitional period in the company. He introduced rigorous planning and visibility of those plans through the introduction of Asana, which was quickly adopted throughout the company.
He impressed me with his ability to quickly understand the agricultural industry, our customers and AgriWebb’s products. This understanding translated into a clear and SEO-friendly website that he led to delivery with both internal and external teams.
Regan has clear ideas about marketing and was very current with both marketing and technical topics which made it always interesting to talk with him about new approaches and how to best deliver our message to prospects and customers. This mix of skills, and an understanding of the commercial realities involved, led to an increase in the performance of our marketing efforts across all our channels including digital, events, SEO and product marketing.”
“Regan has been a great colleague. From the first day at AgriWebb his impact was profound and reached far beyond just the marketing team. His passion and drive have been inspiring and his clarity of thought refreshing. Regan was instrumental in the adoption of Asana to help improve our project planning and visibility. His sound technical depth and understanding of digital marketing have helped get our message out to more people and drive greater awareness of our mission here at AgriWebb.”
“During my time working with Regan he made a strong effort to contribute back to both the internal community at Salesforce by providing transparent customer insights at our departmental events as well as offering to speak and be a part of wider discussions with existing and potential customers. He was also a savvy negotiator, skeptical and experienced evaluator and very easy to collaborate with across several projects. It was a pleasure working with him and I hope our paths cross again personally and professionally in future.”
Scott Saxby · Growth Account Executive - ANZ, Salesforce
“As a content writer, I worked with Regan when he joined AgriWebb as the Head of Performance Marketing.
As well as being easy to get along with, I found him to be an effective manager who helped me in my role, which involves writing articles and guides for the AgriWebb website.
It was clear through conversations with Regan that he had a firm understanding of both AgriWebb’s products and the farming community we wanted to engage with.
He was always able to offer valuable feedback on articles so that they had stronger resonance with readers. His input helped me walk the tightrope of achieving SEO goals while making sure content was entertaining and informative. It’s a balancing act few managers appreciate.
He also introduced me to digital writing tools that, as a professional writer, I had previously dismissed. I found using this technology improved my work, and appreciate his guidance on that front.”
“During the period that Regan worked at Digivizer, he did an amazing job creating new business processes, marketing strategies and managing execution for the growth of the Digivizer platform. He also shared his knowledge with the digital performance team so we could upskill in areas of SEO, website development and paid media.
“Regan is a guy who knows how to market in the most effective way, always driving good strategy through his experience and thorough data analysis. He was always happy to help with questions, big or small, and wasn't afraid to speak openly about what was or wasn't succeeding in campaigns. He understands modern marketing like few people I have met and is constantly educating himself and sharing that knowledge as a speaker at Digital Marketing events. On top of that, he is a really nice guy. I always looked forward to meeting and picking Regan's brain!”
“Regan has a great way of thinking clearly and systematically through things and coming up with great strategies. He brings a stack of experience in digital marketing and genuinely cares about the customers and team-mates he works with. I thoroughly enjoyed working with him.”
Peter Axon · Head of Solutions, 4mation Technologies
“I thoroughly enjoyed working with Regan. Being able to soak up his vast knowledge of analytics, eCommerce and UX design was an experience I'll be sure to carry with me for the rest of my career. I'd highly recommend Regan for any project and only hope we have the opportunity to work together again someday.”
