ABOUT THE EDGE

Built Across Two Generations

The Edge Marketing is a family-owned Indiana business co-owned by Penny and Seth Beaty. As a mother-and-son team, they bring two different but connected perspectives to the same business problem.

TWO CONNECTED PERSPECTIVES

Search discipline meets factory-floor systems thinking.

Penny brings more than 25 years of experience in search and digital marketing, including technical SEO, local search, ecommerce, content strategy, analytics, website architecture, and AI visibility. She understands how customers discover a business—and what search engines and AI systems need before they can confidently recommend it.

Seth has led people and systems in manufacturing operations since 2007. His background includes data analytics, visual reporting, kaizen, root-cause analysis, process improvement, AI systems, and hands-on product development. He understands what happens after attention reaches a business: where the process breaks, which signals matter, and what should be built next.

Penny sees how businesses are discovered. Seth sees how systems operate. The Edge connects both sides so search, content, analytics, automation, and business decisions improve together.

Clients work directly with the owners doing the thinking, measuring, and building.

WHAT PENNY BRINGS

SEO STRATEGIST AND DIGITAL VISIBILITY LEAD

Penny Beaty

Penny brings more than 25 years in search and digital marketing. She has watched discovery move from early web directories through Google, Maps, ecommerce, AI Overviews, and conversational search.

Her work includes technical SEO, local SEO, content strategy, analytics, website architecture, and long-term digital visibility for local services, ecommerce, education, directories, and B2B companies.

Technical SEO and site architecture
Local SEO and Google Business Profile strategy
Content systems and AI-search readiness
GA4, Search Console, and practical reporting

Call Penny: (765) 860-0689

WHAT SETH BRINGS

AI, ANALYTICS AND GROWTH SYSTEMS

Seth Beaty

Seth has led teams in manufacturing operations since 2007. His work is grounded in data analytics, kaizen, root-cause analysis, process improvement, and the reality of getting a system to work through people.

He applies that discipline to SEO, AI systems, business workflows, and new digital ventures. The question stays the same: where does the process break, what signal matters, and what should be built next?

Manufacturing operations leadership
Data analytics and visual reporting
AI systems and workflow design
Kaizen, process improvement, and root-cause analysis

Call Seth: (765) 432-2956 Email Seth

HOW THE COMBINATION WORKS

Different signals. One business decision.

Tells us how the business is discovered.

ANALYTICS

Tells us what people do.

OPERATIONS

Shows where the process breaks.

Helps structure and accelerate the work.

HUMAN JUDGMENT

Decides what should be built.

OUR STANDARD

Practical rules for serious work.

The standard is visible in the process, the labels, and what we choose not to claim.

Diagnose before prescribing

Understand the constraint before recommending more activity.

Measure before claiming

Separate observation, active work, and verified results.

Own useful assets

Build websites, knowledge, audiences, and workflows the business controls.

Build understandable systems

Make the process clear enough for the people using it.

Improve continuously

Use every cycle to make the next decision better.

Protect confidential information

Show enough evidence to be useful without exposing private work.

ROOTED IN LAFAYETTE

Built in a place where people notice whether the work holds up.

Tippecanoe County is a practical proving ground: advanced manufacturing, Purdue, contractors, established family businesses, ecommerce, youth sports, churches, local events, and new ventures.

That local knowledge keeps the work grounded. The system still has to be structured well enough to serve a national business.

Request a Growth Systems Review

START WITH THE CONSTRAINT

Do not buy another marketing task until you know what is actually broken.

Tell us what is not working, what you have already tried, and what the business needs to change. We begin with the system, not the sales pitch.

Request a Growth Systems Review See Our Work