About Me

I'm Loki Yan, an SEO and GEO (AI Search) expert based in Melbourne.

Born in Shanghai, I moved to Australia in 2012 to study, and graduated from the University of Queensland.

I've been working in SEO since 2017. Most of my time, day to day, goes into industry research and project work.

What I research

GEO / AI Search
Multilingual & Cross-Platform AI Visibility
Technical SEO
JavaScript SEO
International SEO
E-E-A-T
YMYL
Google Discover
News SEO
Enterprise SEO
Programmatic SEO
Affiliate SEO

First Optimise

I'm the co-founder of First Optimise, a Search Marketing agency I started in August 2024 with Jine Wu and Samson Wu. We're based in Melbourne, Hong Kong, and Shanghai.

In 2026, First Optimise was named Best Start-Up Agency at the APAC Search Awards.

Speaking

Google Search Central Deep Dive APAC 2025 — The Best Lesson: Learned from a JavaScript SEO Disaster
Google Search Central Live Sydney 2026 — Same Intent, Different Results: How Language Shapes What Google AI Recommends in APAC (lightning talk)
Ahrefs Evolve Singapore 2026 — Rebuilding for the Machine: A "Day 0" Framework for AI Inclusion

I also build things

Outside the agency, I write code. I build tools, run SEO experiments, ship small monetizable sites, and keep a handful of side projects alive at any given time.

This is how I stay close to what's actually happening — not what's being said. Almost every idea I write about on this site has been tested against something I'm building.

Get in touch

If you'd like to talk about anything related to SEO or GEO, my inbox is open.