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In today’s digital world, excellent Search Engine Optimisation (SEO) is key to online success. Hi – we’re Lane, an SEO agency based in Edinburgh, but trusted to deliver effective SEO for companies across the UK, Europe and North America.
We handle the task of getting you to the top of the search rankings, so you can concentrate on converting leads and doing what you do best.
Some of the brands we’ve worked with on SEO:
About You
If you’re reading this, you’ve likely grown tired of seeing your competitors outrank you in search results.
Maybe you’ve tried to improve your SEO — tweaking content, keywords, and your website — but the results haven’t come through. Or you’ve paid an SEO agency to do it. And they’re great at reports and long spreadsheets, but not so great at providing results.
And in the era of AI Overviews, you want to make sure your SEO strategy is future proofed.
You know your business is great, and you can close deals with the right leads — you just need more of them.
You’re willing to invest, but only if you can see progress towards your ranking goals.
We’ve worked with businesses like yours. We know how to get results. And we’d love to see if there’s a good fit to work together. Let’s talk.
Our SEO Philosophy
Build long-term value — it’s a simple concept but hard to do. SEO is a generational strategy, not a quick fix.
People visit web pages that offer something they want.
And even more so, people only link to web pages that they believe provide value to their audience. So be generous with your knowledge and empathetic to the needs of the reader.
And people want to know about the next new thing. Get first-mover advantage in search engines.
Beyond good
We aim for content that’s so good people want to link to it.
We find it helps to imagine your website is the only marketing asset you have and will ever have. If you can’t pitch to prospects in any other way, all the information a prospect needs to engage with your business needs to be there.
There’s a saying: people overestimate what they can do in a year, and underestimate what they can do in 5 years. This is potentially the start of your journey to turning your website into a content powerhouse.
Intent-led SEO
We spend time understanding your audience’s needs, debating and experimenting to identify the intent behind the search terms they type. Our goal is to create content that is objectively an excellent fit for the user’s search term
We’ve found that it provides the best results. Be the best option for your audience and it’s much more likely Google will feel that way about you too.
Ways we can work
with you
No two businesses are the same, so why should their SEO strategies be? We create bespoke SEO packages designed specifically for your business goals, audience, and industry.
Broadly, there’s two ways we work with our clients:
- The full works — we manage all optimisation and create new search friendly content
- Insight only — we provide the SEO insight; you do the optimisation
We’re a multi-discipline agency, so the skillsets we offer go far beyond SEO. Many of our clients have found it useful to use our broader search marketing and social media skills, including PPC (and in the retail space supermarket search) and paid social, as well as support from our web design and content production specialists.
So, depending on what resource you have, we can wrap around your team and be an extension of it.
SEO Services
Keyword Research
A pillar of every great SEO strategy is understanding what your audience is searching for. We identify the terms that represent the biggest opportunities for your business.
On-Page SEO
Optimising key pages for relevant keywords ensures that every element—titles, meta descriptions, headings, and more—is aligned to drive search visibility and clicks.
AI-Friendly Content Creation
Ranking #1 requires more than just words—it requires valuable content that answers your audience’s needs and earns you AI Overview citations.
Site Structure Optimisation
Your website’s architecture plays a crucial role in SEO. We’ll ensure your site has the content hubs it needs to meet searcher demand.
SEO Copywriting
Our specialist copywriting team works with you to deliver content that’s both compelling and optimised.
Technical SEO
Behind the scenes, technical issues can make or break your search performance. Our team will dive into the site crawl data to ensure your content is technically primed for visibility.
Our Expertise
From finance to food and beverage, e-commerce to retail, we’ve worked with brands across industries and sectors to drive impactful results.
Our track record includes helping clients dominate search results on a national and international level for their most valuable keywords.
Our team combines deep technical knowledge with creative content strategies to deliver results. We understand that SEO in 2025 demands a holistic approach that blends technical precision, an understanding AI, and engaging storytelling. Whether you’re looking to boost local visibility or compete on a global scale, we have the expertise to make it happen.
Exclusive SEO tools
And we hope it’s reassuring that—alongside a suite of industry-standard tools—we’re an SEO agency that believes in building our own SEO tools. This means we’re up to date on the latest knowledge around search algorithms, can integrate your web data with Large Language Models (LLMs—the technical models that power the likes of ChatGPT) and ensure you’re at the forefront of using AI for SEO.
Why choose an Edinburgh SEO company?
Edinburgh is home to a thriving tech, creative, and business ecosystem, making it a hub for innovative digital marketing strategies.
At Lane, we combine local knowledge with global SEO expertise to help businesses dominate search rankings and drive meaningful growth. We craft data-driven strategies tailored to your industry. Whether you’re looking for local SEO, national campaigns, or international expansion, we provide the right level of support to achieve your goals.
Located in the heart of Edinburgh, our office is easily accessible, with free on-site parking and a barista-grade coffee machine (because great SEO deserves great coffee). Whether you prefer an in-person strategy session or a virtual consultation, we’re here to help you take your digital presence to the next level.
Local SEO: Capturing Your Nearby Audience
If your business serves local customers, a strong local SEO strategy is a must. Whether it’s map results, building local citations for your Google Business Profile, “near me” searches, or localised keyword rankings (think “seo agency edinburgh” instead of the broader “seo agency”), we’ve got the tools and strategies to put you on the digital map.
FAQs
SEO is a long-term investment, with most businesses seeing results in 3–6 months. With the right strategy, it’s often possible to notice positive trends even sooner.
However, this is dependent on how much competition there is for a given keyword. In a study conducted by Ahrefs of over 2 million random keywords, they found the average top 10 ranking page is 2+ years old. And those that rank at position #1 are almost 3 years old (on average) – only 22% of pages that currently rank in the top 10 were created within 1 year.
While results depend on factors like industry competition and business goals, a well-executed SEO strategy typically delivers higher rankings for relevant keywords, leading to increased traffic, leading to more qualified leads.
Of course the “more qualified leads” part depends on the persuasive power of your website. If you really want more high quality leads (who doesn’t?) then you need to test different web page design options and copy variations to find what works best.
If your customers start their journey online—and most do—SEO is essential, PPC too. Whether you’re focused on digital sales or driving foot traffic, SEO helps you stay visible and competitive. Think of it as physical availability but for the web. If you’re not there, your competitors will be. And that would put them top of mind at that moment, not you.
Want to road test our SEO capabilities before committing? Give us a URL of a key page you care about and a keyword you would love that page to rank number 1 for.
We’ll send you a free SEO audit of your page (other agencies charge up to £500 for this).
We only have limited slots for this offer each quarter, and they usually fill up quickly.
Free SEO Audit
Interested in finding out how Lane can help grow your business? Drop your details here and we’ll send you a free SEO audit of the page.
Common reasons include poor optimisation, thin content, technical issues like slow load times or crawlability problems, or simply high competition. Our team can identify the roadblocks and provide a clear path to improvement.
We’re glad you asked! The short answer is: in lots of ways. Search engines now use AI to provide overviews that blend multiple data sources, attempting to better respond to user intent (making the intent-driven SEO approach all the more important).
The proliferation of AI overviews significantly alters the structure of search results pages, which provides new ranking opportunities in overview citations.
The rise of Chatbots like ChatGPT means there are now effectively new search engines in the market — for example we’re increasingly seeing the chatgpt.com domain as a referral source in our clients’ analytics accounts, as people use links from its AI responses to dive deeper into a topic.
Content marketers use AI to create content or assist in the creation of content. As more and more AI-produced content is published the importance of distinguishing your content from the crowd will only grow.
Let’s talk about how we can help you with that.
Contact us
Give us a call, or complete the form. We’ll put the kettle on and by the time you get here we’ll already be thinking about how to improve your SEO.
+44 (0)131 551 7777
create@thelaneagency.com
media@thelaneagency.com