Pebl is a mobile payments platform that turns any phone into a point-of-sale terminal. Its solutions (including Tap to Pay on iPhone, Tap to Pay on Android, payment request links and tap-to-pay QR codes) let businesses accept payments anywhere, with no extra hardware.
Pebl integrates with accounting platforms like Xero to keep invoicing and payments in sync, and serves a wide range of industries, from retail and trades to services and charities.
In June 2025, Pebl migrated to a new domain to sharpen its focus on the Australian market, effectively starting from scratch on a brand new site with no existing search visibility, backlink history or content.
This is where Atlas came in. We partnered with Pebl to build organic search visibility from the ground up, while also positioning the site to be discoverable in the newer world of AI-powered search.
A domain migration is, in effect, a reset button. Pebl needed to rebuild search visibility, rankings and organic traffic almost entirely from zero on a new domain, in a market it hadn't yet built a strong organic presence in.
At the same time, the brief wasn't just "rank on Google". With AI tools like ChatGPT increasingly shaping how people search for and evaluate products, Pebl also needed to be found and cited in AI-generated answers, not just traditional search results.
We built Pebl's SEO and GEO foundation in three stages.
1. Keyword Research and Core Page Optimisation
We started with keyword research to understand what Pebl's audience was actually searching for. Terms like "payment apps"and "mobile POS Australia"confirmed there was real, active search demand for what Pebl offers.
From there, we optimised the site's most important pages, which involved rewriting titles, meta descriptions and on-page content for the homepage, the Tap to Pay iPhone page and the Tap to Pay Android page, so they were aligned with real search intent from day one.
2. A Content Engine Built for Both Search and AI
We researched and built out a content calendar, then wrote and published a series of blog posts designed to answer the questions Pebl's audience was actually asking.
The content was built to perform in traditional organic search and structured for AI/LLM tools to surface and cite.
3. A Data-Led Pivot to Charities
Partway through the partnership with Atlas, Pebl noticed a marked increase in inbound inquiries from charities, and recognised the sector as a particularly strong-fit customer segment.
Atlas responded by optimising Pebl's charity donation landing page, targeting terms like "charity donation app”, "donation machine", "Apple Pay donations" and "tap to donate machine Australia". We also updated page copy, added conversion-focused sections and resolved technical issues limiting the page's performance.
Since the June 2025 migration, Pebl's organic traffic has grown month on month (with an expected seasonal dip in December), peaking in February 2026.
Key Performance Highlights
Before Atlas: Pebl was a brand new domain with no organic visibility, in the middle of a market-focused migration, with no presence in AI-driven search.
After Atlas: Pebl has built consistent, growing organic traffic month on month, is ranking for thousands of search queries and converts a fast-growing charity segment. It’s also already being surfaced and cited by AI search tools less than a year after launch.
Built for AI Search From Day One
Rather than treating GEO as an afterthought, Atlas structured Pebl's content and core pages to be citable by AI tools from the start. This is likely why a brand new domain was already surfacing in ChatGPT results within a couple of months of launch.
A Content Engine, Not Just a Page Refresh
Ongoing, well-researched blog content, not just one-off landing page tweaks, has been one of the biggest contributors to Pebl's visibility growth, compounding month after month.
Willingness to Pivot on Real Signals
When Pebl started seeing a real uptick in charity inquiries, Atlas moved quickly to double down on that segment with a dedicated landing page strategy, turning an early signal into a durable source of qualified, non-branded traffic.
Let's talk about how an SEO and GEO strategy built from day one can get your brand found, regardless of where people are searching.
