Edwin Lau
Who is Edwin?
SEO and GEO Director · Founder, Authority Lighthouse · Singapore
Most SEO promises are made in a pitch deck. Edwin Lau's are made in a dashboard. He took Bybit, a crypto exchange fighting for one of the most contested keyword sets online, from 20,000 monthly visits to 446,000 in eighteen months. He took Storables from 6,000 to 243,000. Nuffield Dental now sits at position 1 for dental implants and wisdom tooth extraction, two of the most fought-over terms in Singapore dentistry.
He learned the work in the places where search has to pay for itself. His first search role was a senior internship at the Singapore agency iFoundries, running the company's own blog alongside client sites with nothing more sophisticated than Google Keyword Planner.
Three SEO manager roles followed, and each one taught a different discipline. At Tell.com it was earning visibility with data-led content in a crowded category. At Metric Digital it was survival inside a performance team, where SEO sat next to paid search, paid social and email, and every channel was judged on return. At Bybit it was scale under pressure, in a category carrying trust and compliance constraints most marketers never have to think about.
He registered his own agency in March 2023, trading first as Catalyst Lighthouse and rebranding later to Authority Lighthouse. The agency's own line is that "this isn't about buzzwords or magic formulas", and in practice that means a client sees the reasoning behind every recommendation and the numbers sitting underneath it, instead of a monthly report full of metrics that flatter everyone and change nothing.
None of it was the plan. Edwin trained as an aerospace electronics engineer, taking the diploma at Temasek Polytechnic between 2010 and 2013, and the engineering habit never left: take the system apart, find the component that is actually failing, fix that one. He switched fields entirely for his degree, studying business at Nanyang Technological University and graduating in 2018 with a CGPA of 4.05 out of 5. Along the way he ran the MARKETHINK Club and brought in iSmart Communications' CEO Stanley to speak on inbound marketing, at a point when the inbound model was still unfamiliar to most marketers in Singapore. He sat both HubSpot certifications while he was still an undergraduate.
Ask him why he does the work and the answer skips the mission statement: "I want to make quality products and services accessible to those in need."
Career
- Founder / SEO and GEO Director, Authority Lighthouse (March 2023 to present)
- Search Engine Optimization Manager, Bybit, Singapore. (Oct 2021 to Dec 2022)
- Search Engine Optimization Manager, Metric Digital. (June 2021 to October 2021)
- Search Engine Optimization Manager, Tell.com. (May 2019 to May 2021)
- Senior intern, iFoundries, Singapore. (May 2017 to July 2017)
Education
- Nanyang Technological University, Bachelor of Business (Honors with Distinction, 2nd Upper) 2015 to 2018. CGPA 4.05/5.
- Temasek Polytechnic, Diploma in Aerospace Electronics, 2010 to 2013.
- MARKETHINK Club: sourced and hosted iSmart Communications CEO Stanley to speak on inbound marketing.
Certifications
- Equinet Academy, Advanced SEO, AEO & GEO, 2026
- Equinet Academy, SEO, AEO & GEO, 2026
- Content Marketing, HubSpot Academy, 2017
- Inbound, HubSpot, 2017