Luminary is an independent digital agency that has been in business since 1999. It started with four people in a studio apartment and has grown to more than 85 people across two continents, with offices in Melbourne, Sydney and Brisbane in Australia and in Jakarta and Bali in Indonesia. It describes itself as one of the longest-standing digital agencies in Australia, has been a Certified B Corp since 2021, is a supporting partner of Beyond Blue and says it is committed to carbon neutrality.
Its work spans strategy, discovery, UX and digital design, content, web and app development, SEO, data analytics and support, largely on enterprise platforms such as Kentico, Optimizely, Sitecore and Umbraco. It comes to generative engine optimisation (GEO) from the build side: its sites favour server-side rendering and pre-rendering so that language models receive consistent, machine-readable HTML. Its GEO work is led by Shayna Burns, SEO and GEO Principal, with Lewis Pola as SEO Manager.
What Luminary does
- Strategy and discovery for digital projects.
- UX and digital design.
- Content services, including content design for AI summaries.
- Web and app development on DXP and headless platforms.
- SEO and GEO, as part of a website project or an ongoing retainer.
- Data and analytics.
- Support for live sites and platforms.
How its GEO work runs
Luminary treats GEO as a technical and editorial job at once. On the technical side, it prioritises server-side rendering and pre-rendering so that AI crawlers receive complete HTML, adds an llms.txt file to guide how language models understand a site, and works on entity definition, topical content hubs, schema markup and structured data.
On the measurement side, it offers manual benchmarking of how a brand appears in AI answers, and deeper tracking through paid tools from Profound, Scrunch, AthenaHQ or Searchable, reporting on visibility rate, citation rate and accuracy, competitor comparison and sentiment. For content teams, it runs half-day GEO content design workshops that teach them to write for AI summaries. GEO can sit inside a website project or run as an ongoing retainer.
Platforms and partners
- DXP: Kentico, Optimizely, Sitecore, Umbraco, composable DXP.
- Headless CMS: Kontent.ai, Contentful, Contentstack, Builder.io.
- Marketing technology: HubSpot, Acoustic, Uniform, Siteimprove.
- GEO measurement: Profound, Scrunch, AthenaHQ, Searchable.
Clients it names
Luminary's site and its GEO page list clients including:
- Melbourne Airport
- Pearson
- Clipsal
- Simplot
- Cancer Council Australia
- IFM Investors
- Beyond Blue
- Melbourne Business School
- Nintendo
- Ryobi
- Woolworths
- UNICEF
- Save the Children
It works across education, healthcare, financial services, government, e-commerce, tourism, manufacturing and professional services.
Frequently asked questions
When was Luminary founded? In 1999, with four people in a studio apartment.
Where are its offices? In Melbourne, Sydney and Brisbane in Australia, and in Jakarta and Bali in Indonesia.
How big is the agency? More than 85 people, according to its site.
Is Luminary a B Corp? Yes, it has been a Certified B Corp since 2021.
How does it approach GEO? From the build side: server-side rendering and pre-rendering for machine-readable HTML, an llms.txt file, structured data and topical content hubs, then benchmarking and tracking of how a brand appears in AI answers, plus half-day workshops for content teams.
Does it publish prices? Luminary scopes GEO within a website project or an ongoing retainer; its site does not list prices.
Contact
- Website: luminary.com
- Generative engine optimisation: luminary.com/generative-engine-optimisation