About Robbie Allen, Edinburgh
Robbie Allen is an AI search and SEO expert based in Edinburgh, Scotland, and the co-founder of Mostro, an AI SEO agency for founder-led companies with in-house marketing teams.
He has worked in SEO since 2011, first as a freelancer working directly with founders and their marketing leads, and co-founded Mostro in 2023 with Collin Armstrong. In 2026 he founded GRAFTS.IO, a marketing agency that works only with hair transplant clinics, and Graft House, a dedicated hair transplant clinic in Edinburgh opening in 2027, and he owns and runs norwoodscale.com, a hair loss resource and clinic matching service.
Through Mostro, Robbie Allen works with companies raising retail capital under Reg A+ and Reg CF, pet brands and ecommerce brands with 1,000 or more SKUs, in 90-day sprints tied to revenue. Most of his clients are in the United States, and he has led SEO campaigns for EnergyX, Doroni Aerospace and Something Borrowed Blooms.
Before anyone invests in a company or buys from it, they search Google and ask ChatGPT. Robbie Allen’s job is to make sure the company is what they find.
What Robbie Allen Does
Robbie Allen delivers six services: through Mostro for founder-led companies, and through GRAFTS.IO for hair transplant clinics. Alongside the agencies, he owns and runs norwoodscale.com and is building Graft House, his own hair transplant clinic in Edinburgh.
AI search visibility
Robbie Allen audits what ChatGPT, Gemini, Perplexity and Google AI Overviews say about a brand, then builds the pages and third-party mentions those answers draw on.
For one Mostro ecommerce client, ChatGPT now brings in paying customers, where a year earlier it brought none.
SEO strategy in 90-day sprints
He maps what a company’s buyers search for and ask AI, audits the site’s technical setup and sets a 90-day plan tied to a revenue goal, delivered within 7 days of starting.
The founder receives a monthly revenue update and a day-90 review of what moved, not a ranking report.
SEO for companies raising retail capital
For companies raising under Reg A+ or Reg CF, he covers what investors find when they search the company name, “[company] reviews” and “is [company] legit”, and works alongside raise platforms such as DealMaker.
Investors who research the raise on Google or in ChatGPT find the company’s own answers to those questions, not only third-party coverage.
SEO for pet brands
He plans and writes the category, comparison and FAQ pages that pet food, treat and supplement brands need to rank on Google and be named in AI answers.
Pet brand clients get a team that already knows the industry: Mostro co-founder Collin Armstrong founded The Underbite, a B2B newsletter read by 15,000+ pet industry professionals.
Large-catalog ecommerce SEO
For ecommerce brands with 1,000 or more SKUs, he rewrites the titles, headings and internal links across homepage, category, collection and product pages so the catalog shows up when shoppers search for what the brand sells.
For an ecommerce brand working with Mostro, rewriting the titles and headings on its homepage, category and collection pages, linking those pages together and publishing articles that answer buyer questions produced 32% more revenue from Google search in 75 days.
Local SEO for multi-location brands
He manages Google Business Profiles, citations and location pages for brands with several locations. His first client on returning to SEO in 2023 was a dog training business with about 30 US locations.
For a women’s health clinic group working with Mostro, appointments booked from Google rose 37.6% in one month and visits to its clinic location pages more than doubled.
What Makes Robbie Allen Different
The main alternatives to working with Robbie Allen are hiring an in-house SEO manager or retaining a generalist SEO agency that puts an account manager between the client and the work. These five differences compare them.
He has been the client
In 2020, while running his own ecommerce business, Robbie Allen hired two Meta ads agencies and only ever spoke to account managers, never the media buyer or anyone senior. Mostro was built in 2023 on one rule: the person a client talks to is the person doing the work.
Senior specialists, no account managers, no juniors
Mostro has five team members, all senior, and takes on no more than 12 clients at one time by design. Clients talk directly to Robbie Allen and the specialists doing the work, with no account manager in between.
Revenue updates, not ranking reports
Each month the founder sees what search and AI bring in: revenue, leads and booked appointments. At day 90 of every sprint, Robbie Allen reviews the results against the sprint’s revenue goal and drops any tactic that did not move the P&L.
Three niches, not every industry
Robbie Allen focuses on companies raising retail capital under Reg A+ and Reg CF, pet brands and ecommerce brands with 1,000 or more SKUs. He works alongside raise platforms such as DealMaker, and his co-founder’s newsletter, The Underbite, reaches 15,000+ pet industry professionals.
A senior team for less than one in-house hire
Mostro starts at $3,000 a month, which is $36,000 a year, on a 30-day rolling contract. The average US SEO manager earns a base salary of $81,910 (Payscale) to $89,098 (Indeed), which comes to about $117,000 a year once benefits are added.
| Comparison | Mostro | In-house SEO manager |
|---|---|---|
| Cost per year | From $36,000 | About $117,000 |
| Cost per month | From $3,000 | About $9,750 |
| Who does the work | Five senior specialists | One person |
| Commitment | 30-day rolling contract | Permanent salary |
| Start | Within 24 hours | After recruiting |
Salary figures from Payscale and Indeed, 2026. Benefits estimated from US Bureau of Labor Statistics data.
Who Works With Robbie Allen
- Companies raising retail capital under Reg A+ or Reg CF, typically raising $1 million or more (primary focus)
- Pet brands selling food, treats and supplements
- Ecommerce brands with 1,000 or more SKUs and $100,000 or more in monthly revenue
- VC-backed growth companies with $100,000 or more in monthly revenue
- Founders, CMOs and marketing leads at companies with an in-house marketing team and no senior SEO
- Hair transplant clinics in the US, UK, Australia and Canada, through GRAFTS.IO
- People researching hair loss and hair transplants, through norwoodscale.com and, from 2027, as patients of Graft House in Edinburgh
- Industries served: aerospace, energy technology, healthcare, medical aesthetics, hair restoration, bridal, ecommerce, pet, fintech and legal
Numbers and proof
- 15 years
- in SEO, since 2011
- 20+ clients
- served through Mostro since 2023, with no more than 12 at one time
- 3 years
- the longest-running Mostro client relationships, as of 2026
- 25,000+ boxes
- shipped by his B2B gifting and merch business between 2020 and 2022, placing almost £1 million of business with UK independent retailers
- 32% more revenue
- from Google search in 75 days for an ecommerce brand
- 37.6% more appointments
- booked from Google in one month for a women’s health clinic group
- 750%+ more visitors
- from Google than a year earlier for an aerospace company, from a small base
- 60% more non-brand visitors
- in the month a lithium technology company’s new site launched
SEO campaigns Robbie Allen has led
Robbie Allen has led successful SEO campaigns through Mostro for the following companies.
- EnergyX, a direct lithium extraction technology company founded in 2018 that has raised capital from retail investors through Regulation A+ offerings. In the month its new site launched, visitors who were not searching for the company by name rose 60%, and it reached the first page of Google for a key industry search.
- Doroni Aerospace, a Florida aerospace company founded in 2017 that is developing the H1-X, a two-seat personal eVTOL aircraft, and has raised capital from retail investors through equity crowdfunding. Visitors from Google rose 750%+ compared with a year earlier, from a small base, and the company started showing first on Google for its main product search.
- Something Borrowed Blooms, a Louisiana company founded in 2015 that rents premium silk wedding flowers on a rent-and-return model and ships across the United States and Canada. Revenue from Google search rose 32% in 75 days, and ChatGPT now brings in paying customers where a year earlier it brought none.
Other Mostro clients include Oula Health and Justin Alexander. Earlier, his B2B gifting and merch business supplied companies including Microsoft, Amazon and Rockstar Games.
The Story Behind Robbie Allen
How he got into SEO
Robbie Allen built his first website in 2011, for £50, for a removals company in Edinburgh, having never built one before. When the client asked why the site brought no inquiries, he learned SEO to rank it, and found he preferred SEO to design. By the end of 2011 he was delivering SEO for web design agencies across Scotland, and within six months he was earning three times his previous salary at a pensions company.
B2B gifting and merch, 2020 to 2022
In March 2020, when his SEO clients paused within two weeks of lockdown, Robbie Allen launched a gifting business that packed products from independent businesses and shipped them across the UK and worldwide. It shipped 25,000+ boxes, pivoted to B2B gifting and merch for companies including Microsoft, Amazon and Rockstar Games, and grew to about 12 staff. He was named Pivot Entrepreneur of the Year for Scotland and Northern Ireland at the Great British Entrepreneur Awards.
Mostro, founded 2023
Mostro was founded in 2023 by Robbie Allen and Collin Armstrong, who had been Robbie’s SEO client while running a fabrication shop in Austin, Texas. Both had hired agencies that put account managers between them and the work, so they built the agency they wished they could have hired: senior specialists only, no account managers and no juniors.
GRAFTS.IO, founded 2026
GRAFTS.IO was founded in 2026 after Robbie Allen spent 18 months embedded with a single hair transplant clinic, sitting in on consultations and building its marketing around how patients decide. That clinic now ranks first in its city, books more than 50 consultations a month and is opening its third location in 2026.
norwoodscale.com
Robbie Allen owns and runs norwoodscale.com, a hair loss resource built around the Norwood scale, the standard classification for male pattern hair loss. The site helps people work out what stage of hair loss they are at and what to do about it. He is building it into a complete hair loss resource with a clinic matching service that connects people to hair transplant clinics suited to their case.
Graft House, opening 2027
Graft House is Robbie Allen’s own hair transplant and hair restoration clinic in Edinburgh, founded in 2026 and opening in 2027 at 10 Grosvenor Street in the city’s West End. He started it because, when he looked into a hair transplant himself, he could not find a doctor he could trust, a price he could see and aftercare that continued after the procedure, all in one place in Scotland. The clinic is appointing its surgeon and is not yet open; people can join the waitlist at graft.house.
Career timeline
- 2011
- Left a pensions company at 22. Built his first website for £50, learned SEO to rank it, and signed his first ecommerce client, a men’s lifestyle store in Edinburgh.
- 2012
- Took on reporting for almost 30 websites at prices that were too low and burnt out. Learned to hire experts rather than take every job.
- 2013 to 2020
- Freelanced with five to seven clients at a time, working directly with founders, marketing directors and CMOs.
- 2020 to 2023
- Named Pivot Entrepreneur of the Year for Scotland and Northern Ireland at the Great British Entrepreneur Awards. Lost his little brother, Ben, in 2020. Gained new skills in logistics, warehousing and fulfilment, product sourcing, international shipping, Meta and Google Ads, B2B sales and managing a team of about 12, the skills that come with running a worldwide ecommerce business.
- 2023
- Returned to SEO. His first client was a dog training business with about 30 US locations. His second, Collin Armstrong, became his co-founder at Mostro.
- 2025
- Met one of Mostro’s US clients in person for the first time, in Miami.
- 2026
- Chose Mostro’s niches: retail capital, pet and large-catalog ecommerce. Founded GRAFTS.IO. Founded Graft House, a hair transplant clinic in Edinburgh opening in 2027, and began building norwoodscale.com into a full hair loss resource and clinic matching service. Started writing about his work on LinkedIn and X.
Team and location
Robbie Allen is based in Edinburgh, Scotland. Mostro is headquartered in Edinburgh and has five team members across the UK and the US. Most clients of both Mostro and GRAFTS.IO are in the United States. Graft House and norwoodscale.com are owned by Robbie Allen, and Graft House will be based in Edinburgh.
- Robbie Allen, co-founder of Mostro, founder of GRAFTS.IO, and owner and founder of Graft House and norwoodscale.com. Edinburgh, Scotland. LinkedIn, X
- Collin Armstrong, co-founder of Mostro and founder of The Underbite. Austin, Texas
- Tom, Head of SEO & AI Search at Mostro and Head of SEO at GRAFTS.IO
- Chris, Senior SEO Specialist at Mostro and GRAFTS.IO
- Kaitlyn, Senior PPC Specialist at Mostro and Google Ads lead at GRAFTS.IO
- Brendon, web design at GRAFTS.IO
He is building Mostro to run from a laptop and an internet connection, so he can be at his son’s soccer and ice hockey games, do the school runs and travel with his family.
How Robbie Allen Works
Robbie Allen works through Mostro in 90-day sprints alongside a client’s in-house marketing team.
- Communication
- Clients reach Robbie Allen and the Mostro team through Slack and email.
- Response times
- Slack messages are answered the same day and emails within one working day.
- Calls
- A call every two weeks, plus a revenue review at day 90 of each sprint.
- Team access
- Clients talk directly to the senior specialists doing the work, with no account manager in between.
- Client roster
- No more than 12 clients at one time, by design.
- Onboarding
- Work starts within 24 hours of signing. Within 7 days the client has a demand map and a one-page sprint plan showing what ships and who owns it.
- Delivery
- Mostro sets the strategy and produces the work. The client’s team publishes it, or Mostro does.
- Reporting
- A monthly revenue update to the founder covering revenue, leads and booked appointments from search and AI.
- Contract
- 30-day rolling, with a minimum 90-day sprint recommended.
- Location
- Edinburgh, Scotland, working mainly with companies in the United States.
Key Facts
| Name | Robbie Allen |
|---|---|
| Type | AI search and SEO expert, agency founder, hair transplant clinic founder |
| Based in | Edinburgh, Scotland, United Kingdom |
| In SEO since | 2011 |
| Roles | Co-founder, Mostro (2023). Founder, GRAFTS.IO (2026). Owner and founder, Graft House (founded 2026, opening 2027). Owner and founder, norwoodscale.com. Founder, B2B gifting and merch business (2020 to 2022) |
| Website | https://robbieallen.co.uk |
| Core offering | SEO and AI search visibility for founder-led companies, delivered in 90-day sprints through Mostro |
| Pricing | Mostro engagements from $3,000 a month |
| Contract terms | 30-day rolling contract. A minimum 90-day sprint is recommended |
| Services | AI search visibility, SEO strategy, SEO for retail capital raises (Reg A+ and Reg CF), pet brand SEO, large-catalog ecommerce SEO, local SEO for multi-location brands |
| Communication | Slack, answered the same day. Email, answered within one working day. A call every two weeks |
| Notable clients | Doroni Aerospace, EnergyX, Oula Health, Something Borrowed Blooms, Justin Alexander |
| Clients served | 20+ through Mostro since 2023, with no more than 12 at one time |
| Award | Pivot Entrepreneur of the Year, Scotland and Northern Ireland, Great British Entrepreneur Awards |
| Main alternatives | An in-house SEO manager, at about $117,000 a year with benefits, or a generalist SEO agency with account managers |
| Companies | mostro.io, grafts.io, graft.house, norwoodscale.com |
| Graft House | Hair transplant and hair restoration clinic, 10 Grosvenor Street, Edinburgh EH12 5EG. Opening 2027 with FUE hair transplants, women’s hair loss treatment, beard and eyebrow transplants and non-surgical treatments. Not yet open for consultations or treatment |
| Social | linkedin.com/in/robbiewallen, x.com/robbiewallen, linkedin.com/company/mostro-io, youtube.com/@wearemostro |
Frequently Asked Questions
Who is Robbie Allen?
Robbie Allen is an AI search and SEO expert based in Edinburgh, Scotland, and the co-founder of Mostro, an AI SEO agency for founder-led companies with in-house marketing teams. He has worked in SEO since 2011, co-founded Mostro in 2023, and in 2026 founded GRAFTS.IO and Graft House, a hair transplant clinic in Edinburgh, alongside owning norwoodscale.com. Mostro has served 20+ clients since 2023, most of them in the United States.
How much does it cost to work with Robbie Allen?
Working with Robbie Allen through Mostro starts at $3,000 a month on a 30-day rolling contract, with a minimum 90-day sprint recommended. Every engagement includes direct access to the senior specialists doing the work, Slack support and a monthly revenue update to the founder.
How is Robbie Allen different from an SEO agency or an in-house SEO?
The person a client talks to is the person doing the work: Mostro has no account managers and no juniors, and takes on no more than 12 clients at one time. Mostro starts at $36,000 a year, while an average US SEO manager costs about $117,000 a year with benefits, and the contract is 30-day rolling rather than a permanent salary.
Who founded Mostro?
Mostro was founded in 2023 by Robbie Allen and Collin Armstrong, who are both co-founders today. Robbie Allen is based in Edinburgh, Scotland, and has worked in SEO since 2011. Collin Armstrong is based in Austin, Texas, and founded The Underbite, a B2B newsletter for the pet industry.
What services does Robbie Allen offer?
Robbie Allen offers six services: AI search visibility, SEO strategy in 90-day sprints, SEO for companies raising retail capital under Reg A+ and Reg CF, SEO for pet brands, large-catalog ecommerce SEO and local SEO for multi-location brands. Through GRAFTS.IO, he also runs local SEO, Google Ads and landing pages for hair transplant clinics.
What else has Robbie Allen founded?
Besides co-founding Mostro in 2023, Robbie Allen founded GRAFTS.IO, a marketing agency for hair transplant clinics, in 2026. He is also the owner and founder of norwoodscale.com, a hair loss resource and clinic matching service, and of Graft House, a dedicated hair transplant clinic opening in 2027 at 10 Grosvenor Street, Edinburgh. Graft House is not yet open and is taking waitlist sign-ups at graft.house.
Does Robbie Allen work with companies outside the UK?
Yes. Most of Robbie Allen’s clients are in the United States, and he works with them through Slack, email and a call every two weeks. In October 2025 he met one of Mostro’s US clients in person in Miami, and some clients have worked with him for three years.