Lewis Esson
Head of SEO
- 7.5Years in industry
- 7Years at Absolute
- RemoteBased at
AI visibility is being measured badly, and most reporting counts the wrong things.
Lewis Esson’s experience
I learned early what a genuinely good link costs to earn, which makes me a harder sell on anything that looks cheap and easy.
- Stelrad
- Mega Pleasure
- QuidMarket
- Fast Loan UK
- Vitabright
What Lewis does here
Most of what lands on my desk is a visibility problem in a sector where the usual playbook does not apply. That might be a casino operator needing different content in every licensed market, a lender whose YMYL pages are not being trusted, or an adult retailer with thousands of products and no crawl budget to waste on them.
Day to day I am in site architecture, internal linking, structured data and the technical detail underneath large ecommerce and affiliate sites. I spend a lot of time in analytics: GA4 and GTM implementation, consent and tracking compliance, and building reporting that tells a client something useful rather than something flattering. I write a newsletter periodically for Absolute Digital Media.
Where Lewis makes the difference
Areas of expertise
- Technical SEO and site architecture for multi-jurisdiction gambling operators
- YMYL content structuring and E-E-A-T signals for FCA-regulated lenders
- AI search visibility measurement and LLM citation analysis
- Structured data implementation for large ecommerce and casino sites
- GA4 and Google Tag Manager implementation
- including Consent Mode v2 and cookie compliance
Industry specialisms
- Insurance (7 years)
- Ecommerce (7 years)
- Healthcare and pharma (6 years)
- Legal (6 years)
- Adult (6 years)
- Regulated ecommerce (6 years)
- Financial services and lending (5 years)
- iGaming
- casino and sportsbook (4 years)
- Crypto and Web3 (2 years)
Industry recognition
Campaigns I have worked on have won Best Use of Search (Retail and Ecommerce) at the UK Search Awards 2024, and two categories at the UK Digital Excellence Awards 2026.
Level 3 Diploma in Film and Television (Distinction), Colchester Institute, 2018. Level 3 Media apprenticeship, Lightbulb, 2020.
Insights from Lewis
The Importance Of Adding Posts to Your Google Business Profile
30-Second Summary: Regularly updating your Google Business Profile with posts can significantly enhance visibility and engagement. Posts can highlight promotions, updates, and…
Feb 18, 2025 Read More
SEO & Mobile-First Indexing – Optimising Websites for Mobile Users
30-Second Summary: Mobile-first indexing is critical for SEO success as the majority of web traffic comes from mobile devices. Key areas for…
Feb 18, 2025 Read More
Our Essential Website Health Checklist
30-Second Summary Discover the best practices for your website design and how to maintain your website’s health via our eCommerce website SEO…
Jan 2, 2025 Read More
What drives Lewis
The signal I trust is whether AI citations are followed by a combined lift in branded search and branded revenue.
AI visibility is being measured badly, and most reporting counts the wrong things. Mention volume on its own tells you very little. What matters is whether you are cited on the prompts that carry real purchase intent, and almost nobody segments for that.
Attribution is the other half. GA4 shows AI referral traffic and the revenue behind it, but that undercounts, because most of the value never arrives as a click: someone sees the brand in an answer and searches for it later. The rest builds awareness, but it converts less.
Connect with Lewis
Whether you want to work with us, refer a business, or simply say hello, Lewis and the team would love to hear from you.
