A MOTHER-AND-SON MARKETING TEAM · LAFAYETTE, INDIANA

Different experience. One clear standard.

The Edge Marketing combines Penny Beaty's 25-plus years in SEO and digital visibility with Seth Beaty's background in manufacturing leadership, data analytics, continuous improvement and AI search. We help businesses become easier to find, understand, trust and choose.

Request a free visibility review Meet the team ↓

25+years in SEO and digital marketing

19years of manufacturing leadership

4,079verified client hours

LOCALLafayette roots and relationships

PENNY BEATY · CO-FOUNDER

Search experience built through real change.

Penny has worked in digital marketing long enough to see search evolve from early web directories to Google, Maps, ecommerce, AI Overviews and conversational search. Her advantage is not chasing every new label. It is knowing which fundamentals continue to create visibility as the interfaces change.

She leads technical SEO, site architecture, content strategy, local search, AI visibility research and measurement. Her work spans local service companies, ecommerce, education, directories and B2B platforms.

Technical SEO, content systems and site architecture
Google Business Profile and local search strategy
GA4, Search Console and visibility reporting
AI search research, entity clarity and answer-ready content

Talk search strategy with Penny(765) 860-0689

SETH BEATY · CO-FOUNDER

Operations discipline applied to marketing.

Seth is a manufacturing operations leader, data-driven problem solver and SEO and AI optimization consultant. Since joining Subaru of Indiana Automotive in 2007, he has spent 19 years leading teams, improving processes, using kaizen and root-cause thinking, and turning frontline information into better decisions.

That background changes how The Edge approaches marketing. Seth looks for the process behind the result: whether the data is clean, whether the handoffs work, whether the customer path makes sense and whether the team can repeat what succeeds. His LinkedIn writing returns to the same ideas: solve the cause instead of assigning blame, create accountability and remember that clean data starts with clean processes.

Data analytics, visual dashboards and business reporting
Kaizen, process improvement and root-cause analysis
Team leadership, communication and implementation
SEO, AI search, local visibility and website strategy

Talk growth and analytics with Seth(765) 432-2956 beatyseth@gmail.com LinkedIn profile ↗

Curious by nature. Process-minded by experience.

HOW WE WORK

Expertise should show up in the process.

We would rather demonstrate how we think than fill a page with adjectives. These principles connect Seth's operating background with Penny's search experience.

Diagnose before prescribing

We start with the search results, the website, the local signals and the data. The recommendation comes after we understand the actual constraint.

Fix causes, not symptoms

Seth brings a root-cause mindset from manufacturing. Penny applies the same discipline to rankings, crawling, content, conversion and measurement.

Make the business understandable

Search engines and AI systems need clear facts, consistent entities, useful content and outside corroboration. Customers need the same clarity.

Measure what moved

Clean tracking, useful dashboards and plain-language reporting keep activity from being mistaken for progress.

WHAT THE COMBINATION CREATES

Search strategy that can survive contact with the real business.

Penny sees the technical and search opportunity. Seth sees the operational and decision-making reality. Together, we build a plan the business can understand, execute and measure.

SEO foundations

Technical reviews, site architecture, on-page systems, internal linking, schema and content planning.

AI search visibility

Entity clarity, answer-ready content, sourceworthiness and testing across the platforms customers actually use.

Local visibility

Google Business Profile, Maps, reviews, citations, location content and stronger local trust signals.

Analytics and improvement

GA4, Search Console, dashboards, conversion paths and a prioritized improvement cadence.

ROOTED IN LAFAYETTE

Local knowledge cannot be manufactured from a keyword list.

We live in the same community we market. We understand the mix of Purdue, advanced manufacturing, contractors, established family businesses, youth sports, churches, car clubs and new ventures that makes Tippecanoe County work.

Seth's connection to Faith Church and Lafayette's car community, along with Penny's years of work with Indiana businesses, gives The Edge a practical view of how local reputation is actually built. It starts offline, then the website, Maps profile, reviews, content and citations need to reflect it accurately.

That is also why our local work is designed to scale. Clear facts, credible experience and useful content are not Lafayette-only tactics. They are the foundation of visibility anywhere.

ABOUT THE EDGE

Good questions before the first conversation.

Is The Edge Marketing a Lafayette agency?

Yes. Penny and Seth are based in the Lafayette and West Lafayette area and work with businesses in Tippecanoe County as well as organizations with regional and national reach.

What does AI search optimization mean at The Edge?

It means making a business easy for search engines and AI systems to understand, verify and cite. That work still depends on strong SEO, clear content, consistent business information, trusted mentions and a technically sound website.

Do Penny and Seth both work on client strategy?

Yes. Penny leads technical search, content systems and measurement. Seth brings operations, analytics, process improvement, positioning and client leadership. The strategy is built together, then responsibilities are assigned clearly.

THE FIRST MOVE

Find the gap before you buy the fix.

Start with a concise visibility review. If the opportunity is real, the next step is a fixed-scope audit and a prioritized plan.

Request a free review Call Penny: (765) 860-0689 Call Seth: (765) 432-2956