Trainer's Bio
Edwin Lau is the founder of Authority Lighthouse, a Singapore-based SEO agency focused on AI and generative search. Over 10 years in digital marketing, he has led SEO programmes for clients across dentistry, cryptocurrency, luxury ecommerce, and B2B, delivering results such as an ~18x traffic lift for a Singapore dental clinic group (1,200 to 22,000 monthly organic visits), ~67x growth for a global cryptocurrency exchange (15,000 to 1,000,000 monthly organic visits), and 5x traffic growth for a luxury watches ecommerce brand.
Before founding Authority Lighthouse in 2023, Edwin held SEO strategist and specialist roles at Bybit, Metric Digital, Industrial Electronics (Tell.com), and iFoundries, giving him hands-on experience across every stage of the SEO stack: technical audits, on-page architecture, content strategy, and off-page link building at scale (up to $50k/month budgets and freelancer teams of 20). His Authority Lighthouse clients now rank inside ChatGPT, Gemini, Perplexity, and Google AI Overviews for 300+ prompts, driving 1,000+ monthly visits and a 15% appointment conversion rate.
Edwin holds the WSQ Advanced Certificate in Learning and Performance 2.0 (ACLP 2.0), HubSpot certifications in Content Marketing, Email Marketing, and Inbound Marketing, and the Google Analytics Individual Qualification. He graduated from Nanyang Technological University with an Honours (Distinction) in Business (Marketing).
At Equinet Academy, he trains working professionals on SEO in the AI era: how to structure content for both classical search and LLM-driven answers, how to run credible technical audits, and how to build reporting stacks that survive stakeholder scrutiny.
Notable Achievements
- A global cryptocurrency exchange (SEO Strategist, 2021 to 2023): grew monthly organic visits from 15,000 to 1,000,000 (~67x)
- A Singapore dental clinic group (agency-side SEO lead): grew monthly organic visits from ~1,200 to 22,000 (~18x)
- Ranked Authority Lighthouse client content for 300+ prompts across ChatGPT, Gemini, Perplexity, and Google AI Overviews, driving 1,000+ monthly visits and 15% appointment conversion
- Built a personal niche website to 30,000+ monthly organic visits in under a year, earning backlinks from Wikipedia and gamepress.gg with zero paid outreach
- A luxury watches ecommerce brand: grew monthly organic visits from 5,000 to 50,000 (5x) over 1.5 years
- A home-organisation ecommerce brand (during earlier in-house SEO role): ranked storage-related long-tail keywords as part of a 3,950% traffic growth trajectory
- Founder and SEO Strategist, Authority Lighthouse (2023 to present), a boutique Singapore SEO agency
- SEO Strategist and core-team lead at a top-tier global cryptocurrency exchange (2021 to 2023)
- Agency-side SEO lead for one of Singapore’s largest private dental clinic groups (first at Metric Digital, subsequently through Authority Lighthouse)
- Facilitated 50+ in-house training sessions at Authority Lighthouse for new joiners, plus regular 1:1 and small-group coaching on live client accounts
- WSQ Advanced Certificate in Learning and Performance 2.0 (ACLP 2.0)
- HubSpot Content Marketing certification
- HubSpot Email Marketing certification
- HubSpot Inbound Marketing certification
- Google Analytics Individual Qualification (GAIQ)
- Bachelor of Business (Marketing), Nanyang Technological University, Honours (Distinction) classification (2015 to 2018)
