Answer Engine Optimisation (AEO)
- FAQ, HowTo & Article schema
- Question-led content structure
- Featured snippet & AI Overview capture
- Concise, chunkable answers
- Speakable markup
Face-to-Face Available · Shrewsbury
PPC, AI Search & Technical SEO Consultancy · Shrewsbury
Commercial
Velocity.
In Shrewsbury.
Your agency manages the account but never thinks about your market. One senior operator owns PPC, AI search and technical SEO for mid-market businesses across Shropshire, face-to-face in Shrewsbury, from audit to invoice, and builds the commercial edge that decides who dominates 2027.
Verified Infrastructure Partners
PPC Consultancy in Shrewsbury
The Shrewsbury PPC consultancy
The Shrewsbury PPC consultancy
built around profit.
Mid-market businesses in Shrewsbury 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.
Pay-per-click is auction-based advertising across Google Ads, Microsoft Advertising, Meta and LinkedIn that charges only on a click and answers to profit, not vanity metrics. As a senior-led PPC and SEO consultancy rather than an agency, the practice puts one person across the whole Shrewsbury engagement: paid search, paid social, server-side tracking, technical SEO and the financial logic between them. Every call comes back to one question: does this compound your profit?
Shrewsbury is a historic market town and the commercial centre of largely rural Shropshire, with retail, professional services and a strong agricultural hinterland. Its trade is drawn from a wide, dispersed area of villages and smaller settlements that look to the town for everything from solicitors to supplies. The market it serves is spread thin across the map.
A rural county buys to its own logic, by season and by distance, and a city-shaped campaign simply burns through the budget against it. The Shrewsbury account is built to the territory it actually serves, with location-led paid search and local SEO spending like they know Shropshire rather than mistaking a dispersed county for a dense city. A senior practitioner reads that geography deliberately, which is what stops the budget pooling where the people are not.
Shrewsbury's trade is drawn from villages scattered across rural Shropshire, so a city-shaped campaign burns the budget against a market it never understood. The edge is building to the real territory, with location-led paid search and local SEO that spend like they know the county rather than mistaking a dispersed area for a dense city. A senior practitioner reads that geography deliberately, which stops the money pooling where the people are not.
AI Search Optimisation in Shrewsbury
Get named by the engines
Get named by the engines
in Shrewsbury.
By 2026, search has stopped ending at ten blue links. Buyers in Shrewsbury 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.
This is the discipline that decides whether large language models can read, trust and cite your business, and it is engineering rather than content. It divides into Answer Engine Optimisation, AEO, which wins direct answers and AI Overviews, and Generative Engine Optimisation, GEO, the entity and authority signals that earn a recommendation by name. In Shrewsbury, most sites lose on weak entity signals, broken schema and pages an AI cannot tell apart from any other.
This is built, not written. The work is a coherent entity graph, structured data, machine-readable content, an llms.txt discovery file and the Core Web Vitals and crawl hygiene underneath it, all so the model finds you, parses you and quotes you. For a Shrewsbury business, it is the difference between being the answer and being absent from it.
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 Shrewsbury
Revenue-first technical SEO
Revenue-first technical SEO
for Shrewsbury businesses.
Most Shrewsbury SEO agencies optimise for rankings. The Crane Consultancy optimises for revenue. Technical SEO, server-side tracking and conversion architecture are built to serve the paid-media stack, not compete with it.
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 Shrewsbury
Put Shrewsbury data
Put Shrewsbury data
to work.
In most Shrewsbury businesses the data goes half-used and the manual work goes unquestioned. The practice closes both gaps.
Good media is only as honest as the data under it, so the practice builds that data first: trustworthy measurement, profit-first dashboards, and automation that clears the manual drudgery. For a Shrewsbury operation, AI goes to work where it genuinely sharpens a decision, from Claude and Gemini to custom internal tools, and nowhere it does not.
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
Shrewsbury Sector Experience
PPC and SEO for Shrewsbury
PPC and SEO for Shrewsbury
across every sector.
Wrapped in a loop of the Severn, the medieval county town anchors rural Shropshire, its livestock market and Darwin heritage drawing trade from across the county.
The practice works with mid-market businesses in Shrewsbury and Shropshire across the following sectors. The practice accepts B2B lead-generation, B2C and full omnichannel e-commerce work.
A historic market town and commercial centre for rural Shropshire, with trade drawn from a wide, dispersed area of villages and smaller settlements.
Retail
- Paid Search & Shopping
- Paid Social
- Technical SEO
- Server-Side Tracking
Professional Services
- Paid Search & Shopping
- Paid Social
- Technical SEO
- Server-Side Tracking
Agriculture
- Paid Search & Shopping
- Paid Social
- Technical SEO
- Server-Side Tracking
Tourism
- Paid Search & Shopping
- Paid Social
- Technical SEO
- Server-Side Tracking
Historical Execution
Proven at global scale.
Proven at global scale.
Applied in Shrewsbury.
Its founder architected the global digital transformation of LUSH Cosmetics across sixteen markets, and that same commercial discipline is brought to every Shrewsbury 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 and travels to Shrewsbury and across Shropshire for face-to-face client sessions.
The senior mind that wins the work is the senior mind that does the work.
PPC Agency vs PPC Consultancy in Shrewsbury
Why Shrewsbury businesses leave
Why Shrewsbury businesses leave
PPC agencies for senior consultancy.
The typical Shrewsbury 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.
The Crane Consultancy travels to Shrewsbury for face-to-face sessions when the engagement calls for it. But proximity is never used as a substitute for expertise. Forensic data, disciplined capital deployment and a single undivided senior mind holding the Shrewsbury account are what drive results. At roughly 93 miles from the practice's base in Bath and Bristol, Shrewsbury sits comfortably within reach for face-to-face sessions whenever they add value.
Operating Standards
What every Shrewsbury engagement
What every Shrewsbury engagement
guarantees.
Four standing commitments separate this from the agency model most boards have contracted before.
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.
Nic is an expert in his field, offering insight and reporting with real value, tailored to our needs.
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.
Questions from Shrewsbury Businesses
PPC and SEO in Shrewsbury:
PPC and SEO in Shrewsbury:
common questions.
Are you a PPC agency or PPC consultancy in Shrewsbury?
The Crane Consultancy is a consultancy, not a PPC agency, and the difference is structural: one senior practitioner owns every Shrewsbury engagement from the first audit through to ongoing optimisation. No junior account managers, no team rotations, no handover documents. You deal with the founder, Nicholas Crane, throughout.
Do you offer face-to-face PPC and SEO consultancy in Shrewsbury?
Yes. The practice travels to Shrewsbury and across Shropshire for face-to-face client sessions. All Shrewsbury engagements include full remote capability as standard: direct WhatsApp access to the founder, live performance dashboards and video sessions.
What makes The Crane Consultancy different from a Shrewsbury PPC agency?
Most Shrewsbury agencies run one model: the senior wins the pitch, juniors run the account. The Crane Consultancy removes that layer. A single senior practitioner, whose track record includes the LUSH Cosmetics global transformation across sixteen markets, holds every engagement here, so the person who audits the account is the person bidding, checking technical SEO and reporting to the board each week.
What PPC and SEO services does The Crane Consultancy offer in Shrewsbury?
PPC runs across Google Ads, Microsoft Advertising, Meta, LinkedIn, YouTube and Amazon, alongside AI search optimisation, technical SEO and a full data and automation layer: GA4 and server-side tracking, Consent Mode v2, marketing and revenue dashboards, CRM integration, attribution modelling, conversion rate optimisation and AI-assisted automation. One senior practitioner delivers all of it to Shrewsbury businesses, tied to a single profitability model rather than split into channel siloes.
Can you help my Shrewsbury business appear in AI search and Google AI Overviews?
Yes, and it is core to the practice. Buyers in Shrewsbury 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 Shrewsbury businesses it is technical architecture, not a content mill, and it runs alongside PPC and technical SEO in every engagement.
Can you help my Shrewsbury 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 Shrewsbury business, from Claude and Gemini to bespoke internal tools. The aim never changes: better decisions, made faster, on numbers you can trust.
Beyond Shrewsbury
Senior PPC, AI Search & Technical SEO consultancy
Senior PPC, AI Search & Technical SEO consultancy
beyond Shrewsbury.
Shrewsbury sits within a wider region the practice serves both in person and remotely. If your business is closer to one of the following, the same senior-led PPC, AI search and SEO consultancy applies there too.
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About The Crane Consultancy in Shrewsbury
The facts, plainly stated.
The Crane Consultancy provides senior-led PPC, AI search optimisation and technical SEO consultancy to mid-market businesses in Shrewsbury, Shropshire. 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 travels to Shrewsbury for face-to-face sessions and delivers the rest remotely.
Every Shrewsbury 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.
Shrewsbury 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.
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