Available for
Podcasts
Speaking
Guest articles
Career highlights
Shortlisted for UK Search Awards 2022
Speaker on the Digital Revolution Podcast 2024
Speaker at Dot All 2025
Expect to meet Lauren during the planning stages of your project: harnessing data, analytics, and SXO to supercharge your website beneath the hood.
Lauren has a rich background as a marketing manager, shifting to specialise in copywriting and eventually finding her passion for SEO, SXO, and Information Architecture. She’s a firm believer in the benefits of organic traffic and using data to strategically position websites to meet user intent in search.
“I put people first when practicing SEO and SXO. It’s incredibly important to me to create SEO strategies that are custom to every individual business and their unique customers.
I use real data to inform our strategies, combined with my understanding of user experience, user behaviour, and search, to meet intent and drive better and more purposeful organic traffic whether that's from traditional or generative search.
Specialisms.
Information Architecture
I combine data and user experience to architect website structures and sitemaps that enable users and search engines to navigate and crawl a site with ease.
SXO
SXO combines SEO and user experience to ensure your website ranks well for modern search engines and users and informs deeper insights for UX.
Data Analysis
I base everything I do on data to fully inform the decisions we make when planning a website, thereby improving its performance.
Lauren's recent projects.
Tom Campbell
|Sales Director
“We look forward to a long and lasting relationship with Abstrakt as we continue to grow our business.”
Bethany Moss
|Marketing Manager
"We’ve worked with Abstrakt on several projects and, as a business, see them as our digital partner.”
Hear from clients.
“We completely trust Lauren’s expertise in SEO.
She’s repeatedly demonstrated her ability and supported our digital marketing on multiple projects, improving organic traffic, visibility, clicks, and organic revenue. She understands how audiences use search and how best to harness the data to improve our technical and on-page SEO to keep us competitive.”
Brigitta Carter
Ella's Kitchen
Achievements.
Lauren speaks about SXO on the Digital Revolution Podcast
In this episode of the Digital Revolution Podcast, host Eli Adams sits down with Lauren Irwin and Lucy Williams to explore the intersection of SEO and UX design.
Shortlisted for UK Search Awards 2022
Laurens’ work on Ella’s Kitchen was shortlisted for two awards in 2022 - Best Use Of Search – Retail / Ecommerce (SEO) (Small) and Best SEO Campaign - (Small)
