Make Your Website Your Hardest-Working Tool

Your website can be your greatest marketing tool—if you use it right. In today’s crowded digital landscape, showing up on Google matters more than ever. But for many entrepreneurs, SEO (Search Engine Optimization) feels overwhelming or inaccessible.

In this episode of As Good As You Are, I sat down with Laura Jawad, an SEO strategist for female entrepreneurs and service providers, to uncover the secrets of turning your website into a client-attracting machine.

From debunking SEO myths to leveraging AI for smarter content creation, Laura shares actionable strategies to help you stop relying on social media and start driving leads through your website.

1. Laura’s Story: From PhD Scientist to SEO Expert

Laura’s journey to SEO wasn’t a straight line. After earning her PhD in Oceanography, she spent two decades in academia studying the intricate communication of bacteria in the ocean. But everything changed when she became pregnant with her daughter.

“I couldn’t find resources to support athletic pregnancies, so I created the solution I needed. I built my coaching business from the ground up using SEO.”

What started as a passion for helping women navigate pregnancy and postpartum fitness led to Laura teaching herself SEO. Her success in ranking her website and attracting clients organically fueled her pivot to a full-fledged SEO business.

2. SEO Myths: What Entrepreneurs Get Wrong

SEO has a reputation for being complex or out of reach for small businesses. Laura breaks down the biggest myths holding entrepreneurs back:

Myth #1: SEO Is All About Keywords

While keywords are important, Google now prioritizes:

• Helpful, high-quality content
• User experience (how long visitors stay and interact)
• Brand authority (your presence beyond your website)

Myth #2: SEO Is Only for Big Businesses

Small businesses have an advantage: niche expertise and relatability. If you write content tailored to your ideal clients’ questions, you’ll stand out.

Myth #3: You Don’t Need a Blog

Your blog doesn’t have to be encyclopedic. Laura recommends using it to:

• Share case studies
• Repurpose podcast episodes
• Answer questions your audience is searching for

“Google wants to see that your website is alive, active, and helpful. Your blog is the perfect place to showcase expertise and engage visitors.”

3. Content That Ranks: Writing Blogs That Google Loves

To make your website work for you, focus on creating content that Google and your audience will value.

Step 1: Start With the Right Questions

• What questions do your clients ask you all the time?
• What problems keep your ideal audience up at night?

These are the topics to write about—because people are already searching for them.

Step 2: Focus on Search Intent

Google prioritizes content that “concludes the search journey.”

• Did your post fully answer the reader’s question?
• Did it provide actionable steps or solutions?

Step 3: Optimize the Format

Here’s what Google loves:

• Keyword-Rich Titles: Include your focus keyword naturally.
• Skimmable Content: Break paragraphs into 1-2 sentences. Use subheadings, images, and white space.
• Action Items: End with practical tips or next steps.

4. The Role of AI in Content Creation: Use It Strategically

AI tools like ChatGPT are game-changing for content creation—but only when used the right way.

“AI can’t replace your voice, but it can streamline the process. Use it to draft, outline, or brainstorm—not to write final posts.”

How to Use AI for SEO Content

1. Start with your unique perspective. What’s your “uncopyable” take?
2. Outline the main points you want to cover.
3. Use AI to flesh out sentences, generate ideas, or suggest structure.
4. Spend time refining the post with personal anecdotes, specific examples, and actionable advice.

“Google rewards content that’s unique, helpful, and authentic. AI can’t replicate your expertise, so always add your voice.”

5. Multi-Passionate Entrepreneurs: How to Handle SEO for Multiple Interests

If you’re multi-passionate—someone who runs multiple businesses or serves diverse audiences—SEO can get tricky.

Laura’s advice? Focus each website on a clear niche.

• If your interests are unrelated (e.g., fitness and SEO), create separate websites to build authority for each topic.
• If they fall under one umbrella (e.g., SEO, WordPress, and AI), categorize content clearly within one site.

“Google values focus. A clear site focus helps build topical authority and improves your chances of ranking.”

6. Building Authority: Why SEO Is About More Than Just Your Website

SEO isn’t just about what’s on your site—it’s about your overall digital presence. Google looks for “trust signals” to determine if you’re a credible expert.

How to Build Authority Off-Site

1. Get Featured: Pitch yourself as a guest for podcasts, blogs, or media outlets. Tools like Source of Sources connect experts with journalists.
2. Collaborate Locally: If you’re a local business, ask other businesses to feature you on their resource pages.
3. Write Testimonials: Offer testimonials for courses, tools, or services you use. Your name and website link might get featured.
4. Social Media Presence: While you don’t need to live on Instagram, maintaining an active footprint helps build trust with Google.

7. SEO Quick Wins: Where to Start

If SEO feels overwhelming, start with these quick wins:

1. Optimize Your Website Pages:
   • Use clear, keyword-rich titles and meta descriptions.
   • Add calls-to-action (CTAs) to every page.
2. Start Blogging (Your Way):
   • Share case studies, podcast show notes, or tips.
   • Focus on answering your audience’s most pressing questions.
3. Build Authority:
   • Pitch yourself for guest podcasts or blog features.
   • Write thoughtful testimonials for businesses you trust.
4. Get the SEO Kickstart Kit: Laura’s free bundle of checklists simplifies the process of improving your website’s SEO step by step.

8. Turning Your Website Into a Marketing Powerhouse

For Laura, the magic of SEO lies in its long-term impact:

“Your website should be working for you 24/7. Unlike social media posts that disappear in 24 hours, SEO builds momentum. A blog post written today can drive leads for years.”

By focusing on creating helpful, user-centered content and building authority over time, you can turn your website into a lead-generating machine—without the burnout of constant social media.

Conclusion: Start Building Your SEO Strategy Today

If you’ve been ignoring SEO because it feels too complex, now is the time to start. Small steps—like optimizing your website pages, blogging consistently, and building your digital footprint—can lead to big results.

As Laura reminds us:

“SEO isn’t about gaming the system. It’s about doing great work and making it easy for people to find you.”

Ready to take the first step? Grab Laura’s SEO Kickstart Kit for actionable checklists to improve your website’s SEO:

👉 Download the SEO Kickstart Kit Here →

And if you’re ready to make your brand unforgettable, let’s chat. Book a free 20-minute brand audit, and we’ll pinpoint exactly what’s holding you back.

Book your audit now →