Answer Engine Optimisation (AEO)
- FAQ, HowTo & Article schema
- Question-led content structure
- Featured snippet & AI Overview capture
- Concise, chunkable answers
- Speakable markup
Serving Edinburgh Remotely
PPC, AI Search & Technical SEO Consultancy · Edinburgh
Commercial
Velocity.
In Edinburgh.
Your agency manages the account but never thinks about your market. One senior operator owns PPC, AI search and technical SEO for Edinburgh businesses, from audit to invoice, every channel, fully remote, and builds the commercial edge that decides who dominates 2027.
Verified Infrastructure Partners
PPC Consultancy in Edinburgh
The Edinburgh PPC consultancy
The Edinburgh PPC consultancy
built around profit.
Mid-market businesses in Edinburgh keep encountering the same failure from local PPC agencies and SEO agencies: technically active accounts, commercially adrift results. Account managers rotate. Junior staff run the work. Nobody holds the full picture.
PPC means paid, auction-based advertising across Google Ads, Microsoft Advertising, Meta and LinkedIn, where the cost lands only on a click and is judged against profit rather than vanity metrics. The Crane Consultancy works as a senior-led PPC and SEO consultancy, not an agency, with one practitioner holding the entire Edinburgh engagement: paid search, paid social, server-side tracking, technical SEO and the commercial logic tying them together. One test governs every decision: does this compound your profit?
Edinburgh is one of Europe's major financial centres, with significant fund-management and fintech sectors alongside a heavy tourism economy and a strong legal profession. Its commercial market is sophisticated, high-value and digitally fluent, the kind where both the buyers and the competition are genuinely capable. Easy advantages are rare in a market this developed.
A financial centre this sophisticated rewards technical rigour and a senior hand far more than it cares where the practitioner happens to sit. Edinburgh is served entirely remotely across PPC, technical SEO, server-side tracking and AI search, with direct access to the founder and the same forensic measurement that no amount of distance can dilute. One senior practitioner owns the account end to end, exactly as they would for a client down the road.
Edinburgh's fund managers and fintechs are digitally fluent and so is their competition, which makes easy wins scarce and technical rigour the deciding margin. Served entirely remotely, the account runs on forensic measurement and a senior hand the city's sophistication rewards far more than it cares where the practitioner sits. One owner holds it end to end, exactly as for a client on the next street, because in a market this developed distance is the least of the variables.
AI Search Optimisation in Edinburgh
Win the AI search era
Win the AI search era
in Edinburgh.
Search in 2026 no longer ends at a list of blue links. Buyers in Edinburgh now put their questions to Google AI Overviews, to ChatGPT, Gemini, Perplexity and Copilot, and act on a single synthesised answer. If your business is not named in that answer, a competitor is.
Whether a model can read your business, trust it and cite it is decided by structure, not word count. The work divides in two: Answer Engine Optimisation, AEO, for the direct answer and the AI Overview, and Generative Engine Optimisation, GEO, for the authority signals behind a recommendation. Most Edinburgh sites fail on the basics, with weak entities, absent schema and content that reads to a model as plain text.
Fixing it is engineering, not content. A coherent entity graph, clean structured data, machine-readable pages, an llms.txt discovery file and fast Core Web Vitals are assembled so a model can find, parse and quote the business with confidence. In Edinburgh, that groundwork separates the firm AI recommends from the one it never mentions.
Generative Engine Optimisation (GEO)
- Entity graph & knowledge signals
- E-E-A-T & verified authorship
- Citation likelihood
- Brand sentiment & share of voice
- Consistent NAP & identifiers
Machine-Readable Foundations
- Schema.org structured data
- Open Graph & card integrity
- llms.txt & semantic HTML
- Core Web Vitals
- Crawl-budget & indexation hygiene
SEO Consultancy in Edinburgh
Revenue-first technical SEO
Revenue-first technical SEO
for Edinburgh businesses.
A first-page ranking that sells nothing is a cost, not a result. Edinburgh technical SEO is built around revenue: site health, server-side measurement and conversion architecture that strengthen the paid-media stack rather than compete with it for credit.
Paid Media
- Google Search & Shopping
- Microsoft Advertising
- Meta (Facebook & Instagram)
- LinkedIn B2B Acquisition
- YouTube & Display
- Amazon Performance Ads
Technical SEO
- Technical Site Audits
- Core Web Vitals
- Schema & Structured Data
- Crawlability & Indexation
- AI Crawl Readiness
- On-Page Optimisation
Commercial Intelligence
- Server-Side Tracking
- Attribution Modelling
- Conversion Rate Optimisation
- Advanced Data Analytics
- Bespoke Reporting
Data & Automation in Edinburgh
Make Edinburgh data
Make Edinburgh data
earn its keep.
Most Edinburgh businesses collect more data than they use and run more by hand than they should. The practice closes both gaps.
The same forensic mind that runs the media builds the layer beneath it: clean measurement you can trust, dashboards that report profit rather than vanity, and automation that removes the manual work quietly draining the week. Where it earns its place, practical AI is put to work inside the Edinburgh business, from Claude and Gemini to bespoke internal tools, as an edge rather than novelty.
Analytics & Measurement
- GA4 & Server-Side Tracking
- Consent Mode v2
- Attribution Modelling
- Revenue & Pipeline Dashboards
- Conversion Rate Optimisation
Automation & Integration
- Workflow & Task Automation
- CRM Integration (Zoho, HubSpot)
- API & Systems Connection
- Spreadsheet & Reporting Automation
- Lead Routing & Sync
AI in the Business
- AI Workflow Integration
- Claude & Gemini Deployment
- Document & Content Automation
- Custom Internal Tools
- Practical AI Adoption
Edinburgh Sector Experience
PPC and SEO for Edinburgh
PPC and SEO for Edinburgh
across every sector.
Around Charlotte Square and the fund managers of the New Town, and the life-sciences scene toward the BioQuarter, Edinburgh rewards technical credibility over reach.
The practice works with mid-market businesses in Edinburgh and Scotland across the following sectors. The practice accepts B2B lead-generation, B2C and full omnichannel e-commerce work.
Fund management, fintech, a heavy tourism economy and a strong legal profession, a sophisticated market where technical rigour outweighs proximity.
Financial Services
- Paid Search & Shopping
- Paid Social
- Technical SEO
- Server-Side Tracking
Tourism
- Paid Search & Shopping
- Paid Social
- Technical SEO
- Server-Side Tracking
Technology
- Paid Search & Shopping
- Paid Social
- Technical SEO
- Server-Side Tracking
Legal
- Paid Search & Shopping
- Paid Social
- Technical SEO
- Server-Side Tracking
Historical Execution
Proven at global scale.
Proven at global scale.
Applied in Edinburgh.
Its founder architected the global digital transformation of LUSH Cosmetics across sixteen markets, and that same commercial discipline is brought to every Edinburgh engagement, whatever its size.
One practitioner.
Every channel. Every week.
Nic Crane · Founder
A decade engineering profit at scale.
Architect of the LUSH Cosmetics global digital transformation across sixteen markets, recognised by Welocalize as Best Global Client Team. Former Paid Media Enablement and Commerce Lead at Adapt and Head of Paid Media at Navigate, leading programmes across attraction, conservation and tourism portfolios. The track record spans B2C and B2B, from global retail to lead generation and full omnichannel e-commerce.
Most recently engaged as Digital Data and Analytics lead through the Everywhen brand launch, securing data integrity across a migration spanning Towergate Insurance and forty other brands. A power user of HTML, CSS, JavaScript and GTM, now applying that technical depth to AI search optimisation: structured data, entity signals and the machine readability that decides visibility in Google AI Overviews and answer engines. Meta Certified Media Buying Professional. Google Partner. Amazon Ads Partner.
The practice is based in Bath and Bristol, working with Edinburgh businesses remotely. Every engagement receives the same undivided senior attention regardless of geography.
The senior mind that wins the work is the senior mind that does the work.
PPC Agency vs PPC Consultancy in Edinburgh
Why Edinburgh businesses leave
Why Edinburgh businesses leave
PPC agencies for senior consultancy.
The typical Edinburgh PPC agency and SEO agency model has a structural flaw: the senior practitioner who wins the pitch is not the person who runs the account. What you signed for and what runs the account quietly become two different people.
Geography is not a barrier to senior expertise. The best PPC consultancy and SEO consultancy for Edinburgh businesses is not necessarily the nearest: it is the one that holds the account without interruption, reviews every week with genuine seniority, and filters every decision through commercial profit rather than vanity metrics. At roughly 318 miles from the practice's base in Bath and Bristol, Edinburgh is served entirely remotely, which strips travel cost and scheduling friction out of the engagement without diluting senior attention.
Operating Standards
What every Edinburgh engagement
What every Edinburgh engagement
guarantees.
Four fixed commitments hold on every engagement, and together they mark the break from the usual agency arrangement.
i.
You own everything.
Every ad account, tag manager, analytics property and dashboard sits under your ownership. Always. We do not gatekeep your data.
ii.
No bait-and-switch.
The senior named on the proposal is the senior who does the work. No handover to a junior. No silent reassignment after the contract signs.
iii.
Live, not laminated.
Performance dashboards updated frequently. No vanity PDFs assembled the night before a quarterly review.
iv.
Direct line to the founder.
WhatsApp access to Nicholas, not a ticket queue. Ask the difficult question on a Sunday if you need to.
Results first.
The reviews follow.
In the two months since starting to work with Nic, I have been so impressed by his technical understanding across analytics and digital advertising. He has completely overhauled our data so we can see in detail what is happening and make better decisions, and reviewed all of our existing campaigns, which are already performing better. I cannot recommend Nic highly enough.
Nic manages our PPC campaigns with professionalism and expertise. He takes the time to understand our business, its objectives and the challenges we face, and is proactive in identifying opportunities to maximise results and return on investment.
Nic helped fill in the missing pieces on a complex data, attribution and privacy project, unearthing a series of unknown issues in the data stack and laying out a plan to remedy them that rolled out successfully. I would recommend Nic and The Crane Consultancy for their technical expertise and thorough understanding.
I have worked with Nic for several years and his attention to detail is second to none. He is extremely knowledgeable and very attentive, offering solutions and proactive in his suggestions.
Nic is an expert in his field, offering insight and reporting with real value, tailored to our needs.
Questions from Edinburgh Businesses
PPC and SEO in Edinburgh:
PPC and SEO in Edinburgh:
common questions.
Are you a PPC agency or PPC consultancy in Edinburgh?
The Crane Consultancy is a senior-led PPC and SEO consultancy, not a traditional PPC agency. The structural difference matters: one senior practitioner holds every Edinburgh engagement from audit through to ongoing optimisation. There are no junior account managers, no team rotations and no handover documents. You work directly with the founder, Nicholas Crane, throughout the engagement.
How does remote PPC and SEO consultancy work for Edinburgh businesses?
Every Edinburgh engagement is delivered remotely with no reduction in access or quality. Direct WhatsApp access to the founder, live performance dashboards updated frequently, and regular video sessions replace the need for physical presence. There is no account manager layer between the Edinburgh client and the senior practitioner.
What makes The Crane Consultancy different from an Edinburgh PPC agency?
Most Edinburgh PPC agencies and SEO agencies operate the same model: a senior practitioner wins the pitch, junior staff run the account. The Crane Consultancy removes that structure entirely. One senior practitioner, with a track record including the global digital transformation of LUSH Cosmetics across sixteen markets, holds every Edinburgh engagement. The person who audits the account is the person optimising bids, reviewing technical SEO and reporting to the board every week.
What PPC and SEO services does The Crane Consultancy offer in Edinburgh?
The practice offers PPC consultancy across Google Ads, Microsoft Advertising, Meta, LinkedIn, YouTube and Amazon, alongside AI search optimisation, technical SEO, and a data and automation layer spanning GA4 and server-side tracking, Consent Mode v2, marketing and revenue dashboards, CRM integration, attribution modelling, conversion rate optimisation and AI-assisted workflow automation. All services are delivered by one senior practitioner to Edinburgh businesses, anchored to a single profitability model rather than managed as separate channel siloes.
Can you help my Edinburgh business appear in AI search and Google AI Overviews?
Yes, and it is core to the practice. Buyers in Edinburgh increasingly put their questions to Google AI Overviews, ChatGPT, Gemini, Perplexity and Copilot and act on one synthesised answer. The work is the technical foundation that lets those systems read, trust and cite you: structured data and schema, a coherent entity graph, machine-readable content, an llms.txt file and fast Core Web Vitals. That discipline is AI search optimisation, made up of Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO).
What is AI search optimisation, and how is it different from SEO?
Traditional SEO wins rankings in a list of links; AI search optimisation wins visibility inside AI-generated answers, in Google AI Overviews and in models like ChatGPT, Gemini and Perplexity. It splits into Answer Engine Optimisation (AEO), which earns the direct answer, and Generative Engine Optimisation (GEO), the entity and authority signals that get you recommended by name. For Edinburgh businesses it is technical architecture, not a content mill, and it runs alongside PPC and technical SEO in every engagement.
Can you help my Edinburgh business with analytics, automation and AI?
Yes. Beneath paid media and search sits the data and automation layer: GA4 and server-side tracking, Consent Mode v2, marketing and revenue dashboards, CRM integration and automation that clears manual work. Where it adds a real edge, practical AI goes to work inside the Edinburgh business, from Claude and Gemini to bespoke internal tools. The aim never changes: better decisions, made faster, on numbers you can trust.
Beyond Edinburgh
Senior PPC, AI Search & Technical SEO consultancy
Senior PPC, AI Search & Technical SEO consultancy
beyond Edinburgh.
Edinburgh is served remotely, as are businesses across the rest of the country. These are some of the other locations the practice works with.
PPC, AI Search & Technical SEO Consultancy in Stirling
Scotland · 31 miPPC, AI Search & Technical SEO Consultancy in Perth
Scotland · 32 miPPC, AI Search & Technical SEO Consultancy in Dundee
Scotland · 36 miPPC, AI Search & Technical SEO Consultancy in Glasgow
Scotland · 42 miPPC, AI Search & Technical SEO Consultancy in Carlisle
Cumbria · 74 miPPC, AI Search & Technical SEO Consultancy in Newcastle upon Tyne
Tyne and Wear · 91 mi
About The Crane Consultancy in Edinburgh
The facts, plainly stated.
The Crane Consultancy provides senior-led PPC, AI search optimisation and technical SEO consultancy to mid-market businesses in Edinburgh, Scotland. It is a trading name of Crane Consultancy Limited, registered at Companies House under number 15526285, VAT number GB466677439, founded in 2024. The practice operates from Bath and Bristol, with a registered office at 45 Albemarle Street, Mayfair, London W1S 4JL. It serves Edinburgh entirely remotely.
Every Edinburgh engagement is held by one senior practitioner, the founder Nicholas Crane, from audit to invoice, with no account manager rotations and no junior handovers. Services include PPC across Google, Microsoft, Meta, LinkedIn, YouTube and Amazon; technical SEO; Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) for visibility in Google AI Overviews, ChatGPT, Gemini, Perplexity and Copilot; server-side tracking; and conversion rate optimisation. Nicholas Crane is a Google Partner, Stape Partner and Amazon Ads Partner, and led the LUSH Cosmetics global digital transformation across sixteen markets.
Edinburgh Mandates
Start with a conversation.
A proper conversation with the person who would do the work. Tell me where you are and what you're weighing up, and you'll get an honest read on what I'd change, what I'd leave alone, and where the real upside is. No pitch, no rush.
Speak with NicPrefer to write? Leave a note and I'll come back to you within a working day.