Matthew Forzan

Digital strategist specialising in SEO, AI-driven search (GEO/AEO), CRO and performance marketing.

Over 15+ years’ experience helping brands grow through data-led strategy, user experience and search.

About Matthew
Matthew Forzan is the Founder and Managing Director of Yoghurt Digital, a Sydney-based digital agency delivering SEO, CRO, UX and paid media strategies since 2014.

He has worked across hundreds of campaigns spanning eCommerce, finance, education and enterprise brands. His experience includes brands such as Adairs, RM Williams, P&O Cruises and UNSW.

Matthew focuses on aligning search, user experience and data to drive measurable business outcomes - not just traffic. His work blends technical SEO, content strategy, conversion optimisation and experimentation to improve both visibility and performance.

Experience & Expertise
• 15+ years in digital marketing across SEO, CRO, UX and paid media
• Founder of Yoghurt Digital, established in 2014
• Delivered growth strategies for 100+ brands across Australia and globally
• Experience across eCommerce, finance, travel, education and enterprise

Core areas of expertise include:
• SEO, including technical SEO, content strategy and enterprise SEO
• AI search, including GEO, AEO and LLM visibility
• Conversion rate optimisation (CRO)
• UX strategy and experimentation
• Full-funnel digital growth strategy

Speaking, Teaching & Industry Contribution
• Guest lecturer at UNSW for over 10 years
• Speaker on SEO, AI search and digital strategy
• Contributor to industry publications including Mumbrella, Marketing Mag and Campaign Brief

Awards & Recognition
• Microsoft Client Partnership of the Year, 2024
• Finalist - APAC Search Awards, 2025
• Finalist - Australian Small Business Champion Awards, 2025

Approach & Philosophy
Matthew’s approach centres on aligning search, user experience and data to drive real business outcomes.

He believes the future of digital lies in the convergence of SEO, AI-driven discovery and user experience - where brands must optimise not just for rankings, but for visibility across evolving search ecosystems.

This includes adapting to changes in how users discover information through platforms like AI search, zero-click results and multi-channel journeys.

Selected Work & Impact
• Improved organic visibility and revenue for national and global brands
• Delivered CRO programs that increased conversion rates and engagement
• Integrated SEO, UX and paid media into unified growth strategies

Matthew regularly publishes insights on SEO, AI search, and digital strategy, with a focus on LLM visibility, zero-click search and performance-led growth.

Current Focus
Matthew is currently focused on how AI is reshaping search behaviour, including GEO (Generative Engine Optimisation), AEO (Answer Engine Optimisation), and how brands can adapt to zero-click and AI-driven discovery.

Outside of Work
Outside of work, Matthew enjoys cooking, music and continuously learning - a mindset that carries through to his approach to digital strategy and problem solving.