What are log files, and why should SEOs care about them?
An analysis of bot traffic across two real sites — with data on how Googlebot, AI crawlers, and SEO bots are behaving in 2025.
March 2025
Supporting Australian Businesses from Brisbane
SEO Consultant with
SEO Consultant with
10+ years working inside
large Australian businesses.
I'm a senior SEO consultant who has spent over a decade working inside financial services businesses, building side-projects and building the Brisbane SEO Community. I know how to build organic strategies that actually make it to market — and how to measure whether they're working.
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Trusted by
- Allianz
- Canstar
- Savings.com.au
- InfoChoice
- Your Investment Property Mag
About
Senior expertise, delivered directly.
I'm Sally Mills, a Brisbane-based SEO consultant with over a decade of experience in technical and on-page SEO. Having worked most of my career from within large corporate business I understand what it takes to work within ASIC-regulated marketing and development teams to get results. Starting my career as a web developer started me on a path with a love of auditing and problem solving - while of course looking for automation opportunities where possible.
I work with a small number of clients at any one time. Every engagement is delivered by me directly, not passed to a junior team.
More about Sally
Services
What I do — and where you might fit
"Our organic traffic has stalled and I don't know why."
Before you can fix an SEO problem, you need to know what it actually is. A thorough audit gives you a clear diagnosis and an actionable plan. One of my favourite things in the SEO world is digging into a website and uncovering what will help your business move the needle.
What this includes
- Technical deep-dive: crawl analysis, log file analysis, site architecture, Core Web Vitals, structured data, indexation, internal linking
- Technical + On-Page combined: everything above, plus content quality, keyword targeting, topical authority, on-page structure, content pruning, Google News and Discover recommendations
- Output: a prioritised, actionable document — not a raw crawler export
- Auditing that fits your business — I won't waste time suggesting non-compliant opportunities
"Our SEO recommendations never seem to get implemented."
Technical SEO is the foundation — crawlability, architecture, Core Web Vitals, log file analysis. On-page strategy builds on it. Let me help solve your technical issues and explain the technical findings in plain terms.
What this includes
- Technical foundations: crawlability, site architecture, server-side rendering issues, Core Web Vitals, log file analysis, structured data, headless CMSs, sitemap handling
- On-page strategy: keyword and intent mapping, topical authority, content briefs, internal linking architecture
- GEO/AEO bot analysis: user-agent management, rendering issues, crawl prioritisation for AI and search bots
- International SEO: hreflang, information architecture, content strategy, APAC regional strategy, Baidu optimisation
- Connecting your Analytics for deeper understanding — GSC, GA4, AI referrer tracking to measure what's working
"We're planning an enterprise CMS migration and can't afford to lose rankings."
A poorly managed migration can undo years of organic progress overnight. I've managed complex migrations at the enterprise level — and I work with development teams at the planning stage, not after the fact.
What this includes
- Enterprise CMS migrations: legacy .NET, headless builds, complex URL structures at scale
- Redirect mapping at scale — programmatic matching, crawl validation, pre- and post-migration monitoring
- Headless CMS content architecture: defining content models, component specs, and content entry guidelines so editorial teams can manage content independently — without requiring developer involvement for every update
"We need senior SEO expertise, but not a full-time hire."
Businesses often have the budget for an agency but the need for a senior practitioner who understands their specific context. A fractional arrangement gives you strategic direction and hands-on support without the overhead.
What this includes
- Strategic SEO direction: priority setting, roadmap, reporting at leadership level
- Hands-on implementation: every piece of work delivered directly by me, not a junior team
- Works alongside your marketing team (and dev / compliance where relevant)
- Structured as committed days per month — transparent, simple to scope
Speaking & events
Industry speaking
Speaking at SEO industry events on technical SEO, analytics, and the practical realities of doing organic search inside complex organisations.
Invite me to speak
Brisbane SEO Beers — Panel Organiser
SEO and AI in the Mind of a Business Owner — RSVP →
21 May 2026
Writing
All articles
From the articles
Using ImportXML in Google Sheets for SEO and scraping
A practical guide to pulling structured data from web pages directly into Sheets.
2024Automated redirect mapping with FuzzyMatch
A free Google Colab script for matching old URLs to new ones at scale — useful for any migration.
2024If your organic performance isn't where it should be, let's talk about why.
Detailed technical and strategic seo consulting for businesses that want to win.
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