iscover 
An expert in his field, Easther has more than 20 years’ experience in digital marketing and lead generation, working with businesses to improve their search visibility and convert online inquiries into clients.
Broker Daily spoke with Easther ahead of his keynote sessions at the Better Business Summit 2026 about how brokers can build on their search engine optimisation (SEO) knowledge as artificial intelligence and large language models (LLMs) reshape the lead generation landscape.
“People have this incredibly powerful tool at their disposal, but don’t know how to use it,” Easther said.
“It’s like having a Lamborghini in the garage, but you are in the driver’s seat and don’t take it out for a drive.”
The search engine evolution
According to Easther, the evolution of search is nothing new, but the latest shift toward large language models (LLMs) represents another major turning point in how consumers discover businesses online.
Having been in the digital marketing industry for more than two decades, Easther said consumer search behaviour has continually evolved.
“Over my tenure, we’ve really seen a change in the way people search for businesses,” Easther said.
“Search used to be locked to a desktop or laptop computer. Then when the smartphone came in, search suddenly became mobile. People were searching everywhere, and that made information in the consumer journey a lot more accessible.
“Of course, with the advent of social media, that extended the search game. We were just looking at Google, but social media really broadened things, and people now have more platforms than ever before to search on.”
Easther noted that the emergence of AI-powered search tools, such as ChatGPT and Google’s Gemini, represents the next stage in that evolution, with consumers increasingly using these platforms as part of their research before contacting businesses.
He added: “We’re at the start of a new wave with LLMs, and I’m teaching people how to surf.
“The sixth-largest website in Australia right now is ChatGPT. The highest is Google, which has Gemini, so things have changed pretty quickly. The train is leaving the station, and it’s up to you whether you want to be on board.”
AI search and lead generation
While much of the discussion around artificial intelligence has focused on disruption, Easther said brokers should view the technology as an extension of the search principles many already understand.
For many businesses reliant on lead generation, SEO has long been the foundation of their digital strategy.
“From an SEO perspective, nearly everyone has had a shot at it at some stage, particularly if they’re a smaller business,” Easther said.
“A lot of people got a little disillusioned because they’ve invested some money and didn’t get the return.
“Now everyone’s looking at artificial intelligence optimisation (AIO) from the beach, thinking about dipping their toes in. They’re trying to figure out whether it’s worth going out there and really committing to it.
“The waves are quite scary because there are a lot of different beaches, no one has established themselves as the true leader in this space yet, so everyone is finding their own way.”
Fundamentals remain
Easther said that while the technology is transformative, many of the fundamentals of optimising for LLM visibility remain similar to traditional SEO.
Rather than requiring a complete overhaul of existing strategies, he said many businesses are already partway there if they have invested in strong SEO foundations.
Easther said: “A lot of my presentation focuses on LLMO, GEO (generative engine optimisation) and AIO, but the question is, isn’t it all just SEO?
“What we want to do is strip it right back and then build it up again.
“There are nuances around how we can rank, or influence our rankings, and how brokers show up in Gemini and ChatGPT. But if we’re already doing SEO, we’re a good percentage of the way there. We just have some nuances to consider.
“That’s a really key part of what I want to share. It will make people feel more relaxed because it’s really just fine-tuning.”
Easther’s keynote will focus on helping brokers understand how to position their businesses, so they appear when potential clients search questions, such as “What’s the best broker in Sydney?”
Turning expertise into visibility
According to Easther, one of the biggest advantages brokers have when it comes to AI search visibility is the depth of real-world knowledge they accumulate through their work with clients.
He said brokers often sit on valuable insights and local stories that can translate into powerful digital content if they are shared effectively online.
Easther said: “Google and AI are always rewarding unique insights, unique content and localised perspectives.
“Brokers are absolutely drowning in that kind of material through the stories they have with the local people they help.
“It’s really up to the broker to activate those stories and use that content in different ways – whether that’s expanding a Google review into a blog post, or turning a short Zoom meeting into a YouTube Short.
“There are so many ways to bring the human element into your content. That increases your digital footprint and, in turn, helps your rankings in the LLMs.”
Easther will explore these ideas in more detail during his sessions at the Better Business Summit 2026, where he will outline the practical steps brokers can take to improve their visibility as AI becomes a bigger part of the search ecosystem.
He added: “I’m really looking forward to sharing the knowledge in a really easily digestible way, and bringing what I normally talk about in small group workshops to a larger audience.
“Brokers can expect a big-picture look at what’s happening in how Australian consumers are finding brokers in 2026, and a better understanding of the changing landscape.”
You can hear more from Russ Easther and how brokers can optimise their business in the world of AI at the Better Business Summit 2026, run with the support of principal partner NAB.
The Better Business Summit has returned for March and April 2026, bringing a five-state roadshow designed to help brokers sharpen strategy, lift performance, and stay ahead as competition intensifies across residential, commercial, and specialist finance.
Running across Brisbane, Adelaide, Perth, Sydney, and Melbourne, the summit will feature a full-day agenda led by senior industry figures, elite performance leaders, and digital and AI specialists, with each event capped at 500 attendees.
Click here to book your tickets and don’t miss out!
For more information, including agenda and speakers, click here.
[Related: Speed over strategy: Why brokers risk missing AI’s bigger opportunity]