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31. How AI Is Changing SEO and What Business Owners Need to Know · The Favourite Self Podcast

• 0:00
  SPEAKER_00: AI-generated content will not just point blank, it will not perform as well on search engines as human-written content will.
• 0:07
  SPEAKER_00: Google and other traditional search engines can tell when your copy is AI written.
• 0:13
  SPEAKER_00: So they understand the algorithm, they understand how that content looks.
• 0:18
  SPEAKER_00: Welcome to the favorite self podcast.
• 0:20
  SPEAKER_00: I like to think of it not as your future self or your best self, but your favorite self.
• 0:23
  SPEAKER_00: My favorite self that just makes me feel the truest version of me.
• 0:27
  SPEAKER_00: What lights your favorite self on fire?
• 0:29
  SPEAKER_00: I'm Carly Ottaway, founder, author, storyteller, and a woman who learned that building a successful life means nothing if it doesn't feel like yours.
• 0:37
  SPEAKER_00: This podcast is for women who are building businesses, raising families, leading movements, and asking themselves, is this it or is there more available to me?
• 0:47
  SPEAKER_00: This is your invitation to come back to yourself.
• 0:49
  SPEAKER_00: Let's dig in.
• 0:51
  SPEAKER_00: Hello and welcome back to another episode of the Favorite Self podcast.
• 0:56
  SPEAKER_00: I am really excited today because we are gonna nerd out on all things search and AI optimization with one of our very own.
• 1:07
  SPEAKER_00: I have Jen standing here, SEO strategist, AI optimization expert, and web of words copywriter.
• 1:14
  SPEAKER_00: Welcome, Jen.
• 1:15
  SPEAKER_00: I'm so excited for this today.
• 1:17
  SPEAKER_00: I'm so glad to be here, Carly.
• 1:19
  SPEAKER_00: I'm turning from an avid listener to a guest today, and I couldn't be more happy to be in this seat right now.
• 1:25
  SPEAKER_00: Oh, I love that so much.
• 1:27
  SPEAKER_00: And we have such a cool story because we worked together years ago.
• 1:31
  SPEAKER_00: You have been a huge part of the Web of Words team.
• 1:34
  SPEAKER_00: And I'll never forget how you first joined us because you truly came to my rescue.
• 1:40
  SPEAKER_00: I was so close to being ready to have a baby when we had a spot that we need a role we needed to fill.
• 1:49
  SPEAKER_00: And you jumped in and totally like ran into the fire.
• 1:53
  SPEAKER_00: And I will just be forever grateful for you for that.
• 1:56
  SPEAKER_00: And we've been able to just continue to grow and evolve alongside each other.
• 2:00
  SPEAKER_00: And I'm so excited about what we're building right now and the way we're working with clients and to just share more about that with our audience.
• 2:10
  SPEAKER_00: Yeah, I'm really excited for that too.
• 2:12
  SPEAKER_00: It's so fun that you remember it that way, as if I came to your rescue in some way.
• 2:17
  SPEAKER_00: When really I remember being a writer like on the newer side of writing, and I feel like you guys just took me in and made me so much better at it in so many ways.
• 2:29
  SPEAKER_00: So that's what I remember about starting with Web of Words the most.
• 2:34
  SPEAKER_00: So thank you.
• 2:35
  SPEAKER_00: Well, that's the dream team at work.
• 2:37
  SPEAKER_00: That's what it's all about.
• 2:38
  SPEAKER_00: I love it.
• 2:39
  SPEAKER_00: Okay, let's start with your story though.
• 2:42
  SPEAKER_00: For listeners that haven't met you yet.
• 2:44
  SPEAKER_00: Tell us about your work, why you love what you do, and how you really found your way specifically into SEO and AI optimization.
• 2:52
  SPEAKER_00: Wow.
• 2:53
  SPEAKER_00: What a journey.
• 2:55
  SPEAKER_00: Um, so yeah, started in marketing really more on the creative side of things and really dedicated to doing that more creative storytelling.
• 3:05
  SPEAKER_00: And then I actually started with a mentor, shout out Jo.
• 3:11
  SPEAKER_00: She taught me all about search engine optimization.
• 3:15
  SPEAKER_00: And for one reason or another, I just fell in love with it.
• 3:19
  SPEAKER_00: And it wasn't just about being able to work behind the scenes or feel like I was doing magic for clients in that way.
• 3:27
  SPEAKER_00: I really loved the confidence I saw it give business owners when they were able to see that more people were coming in through their lead forms or that like the most amazing clients that they could imagine were all of a sudden seeking them out.
• 3:41
  SPEAKER_00: And I think it was really that end result that has kind of driven me to see this all the way through.
• 3:48
  SPEAKER_00: And there have been a lot of changes in the last couple of years, especially with AI search.
• 3:53
  SPEAKER_00: And it's actually been fun to keep up with those changes and learn to roll with the punches.
• 3:58
  SPEAKER_00: So um, just continuing to support that outcome for clients today.
• 4:04
  SPEAKER_00: Yeah, I love that so much.
• 4:05
  SPEAKER_00: I love the confidence piece because it's so true, just knowing that they have the pieces in place that are bringing in the right clients.
• 4:14
  SPEAKER_00: And I love how you talk about helping people into what you call their ultra-visible era.
• 4:21
  SPEAKER_00: And can you talk a little bit about what that means, even beyond ranking and website traffic, too?
• 4:29
  SPEAKER_00: Definitely.
• 4:30
  SPEAKER_00: I think stepping into the spotlight is really scary.
• 4:33
  SPEAKER_00: Even for business owners, I find with most of the ones that I've worked with, there's this one side of them that really wants to be found by these amazing clients and they want to drive their business forward and they want that.
• 4:45
  SPEAKER_00: And then there's the other part of them that's actually secretly a little bit scared to put themselves out there because they don't know where that's gonna land them or what that's gonna look like.
• 4:55
  SPEAKER_00: And so I think that investing in SEO and AI optimization is just one way that they get to lean into that.
• 5:04
  SPEAKER_00: Um, so that's a part of their ultra-visible era.
• 5:08
  SPEAKER_00: And I've just seen people totally come out of their shells when they embrace this next level of their business and change really how they see themselves.
• 5:18
  SPEAKER_00: Yeah, it really is huge and such a shift.
• 5:21
  SPEAKER_00: And as you mentioned, I mean, this landscape is constantly changing.
• 5:25
  SPEAKER_00: So just like there's, you know, it's a lot of work to keep ahead, stay ahead of the pulse.
• 5:31
  SPEAKER_00: And business owners wear so many hats.
• 5:33
  SPEAKER_00: So being able to lean on a team that they can trust to check those boxes for them is such a relief as well, and knowing that they have that taken care of.
• 5:44
  SPEAKER_00: And, you know, it's like it takes a village to be seen as well, and having these having this support and having people mirror back your superpowers too, and really help them see your gifts.
• 5:56
  SPEAKER_00: And that's what I love about what we do at Web of Words is we really blend, you know, getting to know the human behind the business and their story and their unique gifts and what really lights them up and makes them different.
• 6:10
  SPEAKER_00: And then we can bring that into their messaging, their design, and their website in a brand that feels like this true expression of who they are.
• 6:20
  SPEAKER_00: And then, Jen, you bring a whole other layer into that process and really understanding, okay, how to figure out how the right people are searching for what they offer.
• 6:31
  SPEAKER_00: And can you can you talk about that a little bit and how we bring and you bring these two pieces together, staying true to who someone is while helping them have that strategy to help them get found and seen.
• 6:46
  SPEAKER_00: Yes, definitely.
• 6:47
  SPEAKER_00: I think having a background on the creative side of marketing has really helped me bring those two worlds together.
• 6:54
  SPEAKER_00: And here's what a lot of people don't actually know about being found on search.
• 7:00
  SPEAKER_00: It's actually in in today's search, and especially on AI search, the more unique you are, the more human that you are, the more on brand and clear and consistent you are, the better you'll perform on search engines.
• 7:15
  SPEAKER_00: So I think that bringing in that creative part of really showing who you are and being true to that is so important.
• 7:23
  SPEAKER_00: And I don't know about you, but I've seen those websites.
• 7:26
  SPEAKER_00: Maybe this was more like a couple years ago where there were like keywords thrown everywhere.
• 7:31
  SPEAKER_00: Technically, it's supposed to perform great on search.
• 7:34
  SPEAKER_00: But then when you land there, it just comes across as weird and insincere and maybe not genuine.
• 7:40
  SPEAKER_00: And sure, it might get you might get people to that website by focusing only on the search engine aspect.
• 7:47
  SPEAKER_00: But are you gonna get them to contact you?
• 7:49
  SPEAKER_00: Are you gonna get them interested in who you are and how you can help them?
• 7:53
  SPEAKER_00: So I think without that creative piece, you're just doing a huge disservice to your search presence.
• 7:59
  SPEAKER_00: Yes, absolutely.
• 8:00
  SPEAKER_00: That's the key is having both making sure that you have the strategy in place to be found so that they're you're getting the traffic, they're landing on your site, but then they are actually connecting with you and ultimately converting through your site.
• 8:13
  SPEAKER_00: And if it sounds like a robot wrote it, then they're not going to feel that way.
• 8:18
  SPEAKER_00: That's actually the quickest way to turn them off, right?
• 8:21
  SPEAKER_00: And I'd love to talk about that as well.
• 8:22
  SPEAKER_00: We're gonna get into a little bit more of the AI piece, but first I'd love to share a little bit more about how, as a copywriter and a strategist, how do you really bridge what someone wants to be known for with what their ideal clients are searching for?
• 8:43
  SPEAKER_00: Like, what if the language that they use isn't necessarily the same as the language that their clients use?
• 8:50
  SPEAKER_00: And how do you work through that process?
• 8:54
  SPEAKER_00: That's such a great question.
• 8:56
  SPEAKER_00: I really think it all starts, first of all, with me getting to know the client and really doing a deep dive into their business.
• 9:05
  SPEAKER_00: Because if I don't understand them, how can I bring those right people there first?
• 9:09
  SPEAKER_00: So I truly think that that's the best place to start.
• 9:12
  SPEAKER_00: And then I almost switch seats and I put myself in the chair of their ideal client or their dream client.
• 9:20
  SPEAKER_00: And I really take time to think about and research what these people are searching for, whether they're like going to Google and searching in specific terms, maybe they're going onto AI search or Chat GPT and sharing some things and going from there.
• 9:36
  SPEAKER_00: So putting myself in that seat and being able to bridge that gap that way and bring it together.
• 9:44
  SPEAKER_00: Yeah, I think that's sometimes one of the biggest challenges with our clients who are, you know, leaders in their space and that maybe they've been doing this for a long time and it comes really naturally to them.
• 9:55
  SPEAKER_00: So there becomes a little bit of a gap in in allowing them to relate to their audience in the same way.
• 10:01
  SPEAKER_00: That's why I always say we need to continuously find ways to be our own client as well.
• 10:07
  SPEAKER_00: And like we just launched the new Web Awards website, and that was another taste of like being on the other side of the table.
• 10:14
  SPEAKER_00: But yeah, really letting I love how our team gets inside the head of our clients audience, and it's the best when we feel like we are their a potential client, like when there's that connection and we're like we sell ourselves on their products and services because we're just like, oh my god, now I need to work with you because this is amazing.
• 10:36
  SPEAKER_00: You are amazing.
• 10:37
  SPEAKER_00: But I've been there, yeah, right.
• 10:41
  SPEAKER_00: Take my money too.
• 10:43
  SPEAKER_00: Um, yeah.
• 10:44
  SPEAKER_00: So and now we have some new tools too.
• 10:46
  SPEAKER_00: We've just launched the brand near to really help them understand, you know, their authentic design and soul's purpose in a whole other way and how we can use these tools to bring both of these worlds together, which I'm so excited about.
• 11:01
  SPEAKER_00: Um, but it's also like really being mindful of, to me, you know, paying attention to client testimonials and reviews and not just the reviews they give the business, but also like what kind of books are they reading and how do they talk about those books?
• 11:15
  SPEAKER_00: How like what really getting intentional about searching for the types of language that their clients use?
• 11:21
  SPEAKER_00: And that's why like video testimonials can also be so helpful.
• 11:24
  SPEAKER_00: How do they actually talk in a conversation as well?
• 11:27
  SPEAKER_00: So, so many fun ways to continue to explore that.
• 11:30
  SPEAKER_00: What if your next level isn't about becoming someone else, but seeing yourself more clearly?
• 11:36
  SPEAKER_00: I created the brand mirror to help you recognize your unique gifts and build a brand and business that feel more aligned with who you are.
• 11:44
  SPEAKER_00: It's a personalized reading that blends astrology, human design, and your own reflections to explore your purpose, brand voice, and the story you are here to share, along with a 30-day action plan to help you put those insights into practice.
• 11:58
  SPEAKER_00: And here's what early users are saying.
• 12:01
  SPEAKER_00: Oh my god, I've never felt so seen.
• 12:03
  SPEAKER_00: This is mind-blowing.
• 12:05
  SPEAKER_00: It totally nailed it.
• 12:07
  SPEAKER_00: I got chills reading it.
• 12:09
  SPEAKER_00: Whether you're exploring a new direction or wanting to feel more connected to the business you've already built, the brand mirror is an invitation to recognize what makes you uniquely you and bring more of that into your work.
• 12:23
  SPEAKER_00: Visit thebrandmirror.com and use the code FAVERITESELF at checkout for a special podcast listener discount.
• 12:31
  SPEAKER_00: That's thebrandmirror.com with the code FAVERITESELF, all one word, all caps with the Canadian spelling of favorite.
• 12:42
  SPEAKER_00: Yeah, I'd love to chat a little bit more about how to make SEO and AI search more approachable to, I think for some people, it's just very overwhelming to even think about.
• 12:57
  SPEAKER_00: And you know, they even hear the word SEO and they immediately feel overwhelmed.
• 13:03
  SPEAKER_00: So can you explain just in a little bit of plain language what that does for their business ultimately?
• 13:13
  SPEAKER_00: Yes, absolutely.
• 13:14
  SPEAKER_00: Actually, I want to go back to talking about the brand mirror and other ways that you can get to know yourself and your business and the reviews as well, because this ties in perfectly.
• 13:24
  SPEAKER_00: But the truth is that SEO it feels intimidating, but at its core, the most important thing is that you understand who you are and what your business is doing, what you have to offer and what makes you unique.
• 13:38
  SPEAKER_00: Because if you can't convey those things, search engines can't understand them.
• 13:44
  SPEAKER_00: And so that really is the first step.
• 13:46
  SPEAKER_00: If you have clear, consistent, and unique branding and you know who you are, uh, search engines can help use that information to link you up with the right people, especially with AI search.
• 13:59
  SPEAKER_00: So it's so important.
• 14:00
  SPEAKER_00: And then just in terms of like maybe outsourcing some of that stuff and why that's also important, I've never, or I'll say very rarely, met a business owner who was invested in doing like the technical fixes on their website and the other parts of visibility that honestly other people find it a little dry and boring.
• 14:20
  SPEAKER_00: That's where I come in because I love doing that stuff, and that is the thing that lights me up.
• 14:26
  SPEAKER_00: And so I think it's really important to bring in help for those aspects of visibility too.
• 14:32
  SPEAKER_00: So I think there's the part where SEO and optimizing for search feels intimidating, but at its core it's really not.
• 14:40
  SPEAKER_00: And then the other part is hey, these parts that maybe you feel are a bit sticky or you don't want to learn, you actually don't have to.
• 14:47
  SPEAKER_00: And that's why we're here.
• 14:49
  SPEAKER_00: Yeah, a hundred percent.
• 14:50
  SPEAKER_00: There's like I was saying in the beginning, so many hats that business owners are already wearing.
• 14:55
  SPEAKER_00: And you might think like, oh, I can do this myself, or we're gonna talk about I can use AI to do this.
• 15:01
  SPEAKER_00: But then you're or have you actually spent the time teaching and learning all of the skills needed to implement this in a way that is actually gonna get you the results.
• 15:10
  SPEAKER_00: First of all, there's all of that that goes into it.
• 15:12
  SPEAKER_00: And is that actually where you should be spending your time?
• 15:15
  SPEAKER_00: Because what you think maybe one hour quickly spirals into four hours.
• 15:18
  SPEAKER_00: And then suddenly you spent your entire day tweaking your website when you could have outsourced it and been doing things to like generate business for your sales ultimately leads for your business in a whole other way.
• 15:33
  SPEAKER_00: So let's talk about AI, because obviously this is huge, especially in our world where, you know, things are changing constantly and rapidly, and a lot of people think that they can turn to AI to, you know, find this, the answers and the recommendations.
• 15:52
  SPEAKER_00: And I'm curious from your perspective, like what is really changing in this space in terms of how businesses are getting discovered online?
• 16:02
  SPEAKER_00: Can you talk about that a little bit?
• 16:03
  SPEAKER_00: You use the term GEO or generative engine optimization.
• 16:09
  SPEAKER_00: We can nerd out a little bit on that side of things.
• 16:11
  SPEAKER_00: I'd love to hear like what does that mean and how does it connect to SEO?
• 16:16
  SPEAKER_00: Yeah.
• 16:17
  SPEAKER_00: So if you can imagine, a lot of people think that SEO is separate from AI optimization.
• 16:22
  SPEAKER_00: What AI optimization really is, is it's an expansion of SEO.
• 16:26
  SPEAKER_00: So the ways in which we can optimize someone's web presence for search has simply just expanded.
• 16:32
  SPEAKER_00: So now it includes GEO, which a lot of people refer to as AIO.
• 16:36
  SPEAKER_00: And I have too, even on my social media.
• 16:39
  SPEAKER_00: I feel like that resonates with audiences.
• 16:41
  SPEAKER_00: If you say AIO, people kind of get it.
• 16:43
  SPEAKER_00: But it's actually called GEO or generative engine optimization.
• 16:48
  SPEAKER_00: And it's a lot more layered and a lot more nuanced, and maybe ironically a lot more human-centered than optimizing for traditional search engines.
• 17:00
  SPEAKER_00: So for traditional search engines, it was it's a lot of like how things are formatted, the keywords that you're implementing, the technical fixes on your site.
• 17:10
  SPEAKER_00: And not to say that those things don't still matter because they definitely do, but now we have this whole other layer.
• 17:16
  SPEAKER_00: Imagine that you are, imagine that you use Chat GPT every day for recommendations and for shopping, or you're looking for service providers.
• 17:26
  SPEAKER_00: This search engine has come to know you in a certain way and be able to pick up on the things that you like or don't like, or your preferences, or the things that you connect with.
• 17:36
  SPEAKER_00: And so it can use that information to help you connect with service providers.
• 17:42
  SPEAKER_00: So it's really important to for AI search, again, going back to just giving them a clear picture of who you are so that it can connect you with these right people.
• 17:52
  SPEAKER_00: And I find that so fascinating because you and I could be looking for, let's say we're both looking for a nutrition coach of some kind.
• 18:01
  SPEAKER_00: If you and I put in the exact same search term into Chat GPT, we won't get the same answer.
• 18:07
  SPEAKER_00: It's gonna, on some level, understand us as different people and connect us to different providers that way.
• 18:13
  SPEAKER_00: So I think that's actually where the huge opportunity is to connect people to that.
• 18:18
  SPEAKER_00: Another thing that matters now more than ever is the way that other people talk about your business.
• 18:24
  SPEAKER_00: And that's why reviews are so important, whether that's on like Google or Facebook or there are some industry-specific ones.
• 18:32
  SPEAKER_00: But how people talk about your business, it really matters.
• 18:35
  SPEAKER_00: So soliciting those if you can, showcasing those and really bringing them to the forefront of your website, that's really important too.
• 18:45
  SPEAKER_00: Yes, I love this so much.
• 18:46
  SPEAKER_00: And it really is a really cool time.
• 18:49
  SPEAKER_00: I'm all for embracing that side of it when your search can be so much more customized to you, you know.
• 18:56
  SPEAKER_00: Whereas before it was like that Google search that was those keywords like you were talking about, and now it's chat or Claude that actually know more about you and are maybe even asking you more questions about what you're looking for to really be able to give you the right answers.
• 19:11
  SPEAKER_00: So there's more of an opportunity than ever for the right people to find you, and potentially, I guess, the the flip side, the wrong people as well, if you haven't done the work to optimize it and and you know, to actually get really intentional and be really honest about and human about who you are.
• 19:29
  SPEAKER_00: Can we talk about outsourcing your SEO to Chad or to Claude and why that isn't the answer?
• 19:39
  SPEAKER_00: What is missing when someone asks AI to write their website copy, or what we're starting to see in our industry is even maybe they're not fully trusting their copywriter.
• 19:53
  SPEAKER_00: I've I've heard this actually from a couple of colleagues that we've been chatting about where the client gave back feedback and it was so clear that it came from AI after they had just paid this person who they trusted to write it.
• 20:07
  SPEAKER_00: So can we talk about that and where can AI support the process, first of all?
• 20:12
  SPEAKER_00: And then yeah, how do you how do we really protect someone's voice and their expertise when it makes their work valuable?
• 20:22
  SPEAKER_00: Yes.
• 20:23
  SPEAKER_00: Well, let me say I've been there before of having that kind of feedback or seeing business owners publishing a lot of like AI generated content and their heart's in the right place, isn't it?
• 20:34
  SPEAKER_00: They think that they're doing the right thing.
• 20:36
  SPEAKER_00: And I think that's the part that my heart really goes out to business owners who get a little bit lost in that.
• 20:42
  SPEAKER_00: But the truth is that AI-generated content will not just point blank, it will not perform as well on search engines as human-written content will.
• 20:53
  SPEAKER_00: Google and other traditional search engines can tell when your copy is AI written.
• 20:59
  SPEAKER_00: So they understand the algorithm, they understand how that content looks.
• 21:03
  SPEAKER_00: And what happens is Google will look at that web page or that new blog that you put up, and it will essentially throw it into a black hole where it never sees the light of day because it sees this content as not distinct enough, AI-generated and not human-written, and just really not adding anything to the, you know, millions of new pages that are going up every day.
• 21:30
  SPEAKER_00: And so I see people sadly wasting a lot of time on doing this.
• 21:36
  SPEAKER_00: And again, they feel like they're saving time.
• 21:38
  SPEAKER_00: They feel like they're doing the right thing, but they're publishing pages that never get shown on Google to anybody.
• 21:45
  SPEAKER_00: So there is there a place for AI in writing.
• 21:49
  SPEAKER_00: I think to bounce ideas off of is fine.
• 21:53
  SPEAKER_00: I think to kind of swap ideas, but as a general rule, I say never copy and paste from.
• 22:00
  SPEAKER_00: AI cert or sorry, AI writing engines, don't copy and paste right onto your website because it's really only going to hurt you in the end.
• 22:08
  SPEAKER_00: Yeah.
• 22:09
  SPEAKER_00: Yeah.
• 22:09
  SPEAKER_00: We're living in this era where we hear that content is cheap, right?
• 22:13
  SPEAKER_00: Copy is cheap, but is it actually when what is it actually costing you if it's not getting you the results that it needs to be getting you?
• 22:22
  SPEAKER_00: Like maybe it saved you time, maybe.
• 22:25
  SPEAKER_00: And did it really?
• 22:26
  SPEAKER_00: Because if you're actually using it strategically, then you've spent the time to really learn it, to really train it and to use it in that way.
• 22:36
  SPEAKER_00: So then if you're just copying and pasting and it's actually not serving you on the other end, these robots are all talking to each other.
• 22:44
  SPEAKER_00: They know the robots know.
• 22:47
  SPEAKER_00: And I've also I've also tested creating optimized content on Chat GPT, for instance.
• 22:56
  SPEAKER_00: So saying, hey, can you make this really search engine friendly?
• 23:00
  SPEAKER_00: And it really like adding keywords, for instance, it really doesn't do that great of a job.
• 23:05
  SPEAKER_00: I'm not saying it doesn't do any of that at all, but it's just a different level when you're working with a professional who has done the research on the keywords, knows which ones are best, best for your audience, best to help you rank, knows exactly where to place those.
• 23:20
  SPEAKER_00: So you're just getting this whole different tier of service when you outsource that in so many ways.
• 23:28
  SPEAKER_00: Yeah, I love it.
• 23:29
  SPEAKER_00: Let's get back to this confidence and visibility piece because I want to talk about that business owner who loves their work, loves what they do, but feels uncomfy sharing it with the world, promoting themselves.
• 23:45
  SPEAKER_00: Can you share a little bit more?
• 23:47
  SPEAKER_00: You talked about this a little bit, but how search is another way to really truly step into their visibility and like what it requires for them to put themselves out there.
• 23:59
  SPEAKER_00: I would say my number one tip is to stop waiting until you feel ready, because that moment that you're waiting for, that all of a sudden you're gonna have the confidence, that is not coming.
• 24:10
  SPEAKER_00: That actually just happens when you start engaging in the process.
• 24:15
  SPEAKER_00: And that almost what feels like a bit of intimidating step to start investing in your SEO or your web presence in any way, there's like an energy to that.
• 24:29
  SPEAKER_00: You pay that invoice, you send off the info, and you tell yourself, like, I'm doing this.
• 24:35
  SPEAKER_00: And that's the first step.
• 24:37
  SPEAKER_00: But of course, once you start seeing the results of engaging in this process, because of course, as you know, Carly, like people who want to revamp their website or create a new one, there's a lot of back and forth in that.
• 24:50
  SPEAKER_00: It's not just passive.
• 24:52
  SPEAKER_00: So these clients are along for the ride.
• 24:54
  SPEAKER_00: And I really think it's through that process that they start to get that confidence and realize that they are ready to call in those clients that are amazing.
• 25:03
  SPEAKER_00: And all of a sudden, these people are finding them and they realize, oh, I deserve this.
• 25:08
  SPEAKER_00: Like I worked for this.
• 25:09
  SPEAKER_00: And it's really amazing to witness.
• 25:11
  SPEAKER_00: Yes.
• 25:12
  SPEAKER_00: Oh, that's such a beautiful way of putting it, and so true.
• 25:15
  SPEAKER_00: And I, we were just talking about this literally before we hit record, because we're talking about an offer that we're packaging and we're like, no, like we're ready, it's there, we're putting it out there, and then you attract the right person and then you bring them in and you continue to tweak and refine as well.
• 25:29
  SPEAKER_00: I think that's the important piece.
• 25:30
  SPEAKER_00: I used to be the person who had to have it perfect before I even shared it, but then like I'd end up changing it anyway.
• 25:38
  SPEAKER_00: So you don't need to have it all figured out, right?
• 25:41
  SPEAKER_00: And just like really dropping the how in that you're taking one step at a time, the right step.
• 25:47
  SPEAKER_00: And a big part of that is surrounding yourself with the right people and the right team that can support you so that they can fill those gaps that you don't need to fill.
• 25:56
  SPEAKER_00: You don't need to have all the knowledge in SEO and AI optimization.
• 26:01
  SPEAKER_00: Like, really, there's a you can outsource that and put your trust in others to help you shine and really be in the spotlight and let the world see your beautiful light and your gifts.
• 26:15
  SPEAKER_00: And that's a part of the growth too.
• 26:17
  SPEAKER_00: I think that that's the letting go part.
• 26:19
  SPEAKER_00: So you can expand is being like, okay, I don't have to hold on to all of this.
• 26:25
  SPEAKER_00: I can let other people in.
• 26:27
  SPEAKER_00: And entrepreneurs and business owners, they're so passionate about what they do.
• 26:33
  SPEAKER_00: So they want to be doing that.
• 26:35
  SPEAKER_00: They don't want to be fixing redirects in their back end, and they don't want to be um changing meta descriptions.
• 26:43
  SPEAKER_00: So, you know, that's where the expertise of an SEO strategist comes in.
• 26:49
  SPEAKER_00: So just let people help you and let people in.
• 26:52
  SPEAKER_00: Yeah, and I love that you touched on the energetic side of it because it's like, yes, there's a part of this that's very strategic that we're talking about.
• 27:00
  SPEAKER_00: But when you know that that's taken care of and not just you see it, you see it in the results, you see it in the new leads coming in, and not just new leads, but really aligned dream clients that you are so excited to work with, that are such a great fit, that are so excited to then refer other dream clients to you.
• 27:19
  SPEAKER_00: All of that continues to build up in such a beautiful way.
• 27:22
  SPEAKER_00: And like it really just becomes this magnetic authentic presence, and you feel like you can just be yourself and be, you know, in your authenticity and not feel like you're just stuck in the weeds and in the doing and in the over-preparing and all of that.
• 27:40
  SPEAKER_00: And it really is a beautiful thing to witness.
• 27:43
  SPEAKER_00: And that's why so many of our clients come to us and maybe we're as part of our onboarding, we're talking about, you know, the short and long-term goals and what's what's kind of the like one-year vision, what's, you know, the five-year vision or the longer-term vision.
• 27:58
  SPEAKER_00: And so often I I've heard them downplay that of like, oh, but that's like a long way away.
• 28:02
  SPEAKER_00: And then literally six months later, they're coming back to add this shop onto their website that they thought was going to be three years from now.
• 28:09
  SPEAKER_00: And that's how quickly it can happen when you A have the courage to speak it out loud to the right people, and B, you're taking the steps to get there.
• 28:20
  SPEAKER_00: Yeah.
• 28:21
  SPEAKER_00: It builds so much momentum.
• 28:23
  SPEAKER_00: You have a beautiful website that you love, it's optimized for search.
• 28:27
  SPEAKER_00: These amazing people are coming to you.
• 28:29
  SPEAKER_00: All of a sudden, you have so much more confidence in yourself.
• 28:32
  SPEAKER_00: You're feeling really empowered.
• 28:33
  SPEAKER_00: Then my favorite part, all of a sudden you're booked.
• 28:36
  SPEAKER_00: So you get to be really choosy about who you work with.
• 28:40
  SPEAKER_00: And then that feels really good because then you can say no to, you know, sometimes people come along and they're not a great fit.
• 28:47
  SPEAKER_00: And then from there, you're just you you've climbed that mountain.
• 28:51
  SPEAKER_00: So now you get to move on to the next one, whatever that is for you and your business.
• 28:56
  SPEAKER_00: Um, and I think that that's amazing.
• 28:59
  SPEAKER_00: But I will say, I think the trust part and being able to hand that off is a really big deal.
• 29:05
  SPEAKER_00: And especially for SEO, um, I know people have been burned before.
• 29:10
  SPEAKER_00: So I think that leaning into that can feel a little bit scary.
• 29:13
  SPEAKER_00: You know, maybe they got one of those rogue emails in their Gmail and they decided to respond and go with that, or, you know, someone else that maybe they didn't know that well, but seemed like they were trustworthy.
• 29:27
  SPEAKER_00: And what's different about working with the Web of Words team is that we really take the time and energy to get to know people.
• 29:36
  SPEAKER_00: And so it's that depth of care, I think, that really facilitates creating that trust and just letting people know.
• 29:43
  SPEAKER_00: Like we're not here just so you'll pay the invoice and we can kick your butt out the door.
• 29:49
  SPEAKER_00: We really care about you and we want to see you be successful.
• 29:53
  SPEAKER_00: Yeah, it really is like truly we want to see you win because we love that so much.
• 29:57
  SPEAKER_00: And not that we're here to take credit for your wins.
• 30:00
  SPEAKER_00: We love to know that by taking this off your plate and setting you up for success in this way, you were able to truly shine.
• 30:08
  SPEAKER_00: And then we see, you know, we've been in business now for almost 12 years, and we've seen so many client dreams come to life from these clients that we worked with, you know, five, even 10 years ago, that have whether they've like opened huge locations, doubled their staff, opened second or third locations.
• 30:31
  SPEAKER_00: And even, even aside from that, the the clients who maybe came to us and were like, oh, I don't know if like, I feel like maybe I need a website, but I I don't think I would use it.
• 30:42
  SPEAKER_00: And they're like, I don't like send anyone to a website.
• 30:45
  SPEAKER_00: I I get all my clients through Instagram, and then they have the website that does that work for them, and they're like, wow, I now get so many dream clients through my website that I didn't even realize that this was like a faucet that was turned off.
• 31:00
  SPEAKER_00: And now that I've turned it on, it's freed up my time in so many ways and also just like streamlined my systems and my processes and oh, it really can change the game.
• 31:10
  SPEAKER_00: I'm and I I know like we're not just saying that it's I it really is what lights us up about this work.
• 31:18
  SPEAKER_00: Yeah.
• 31:19
  SPEAKER_00: It's watching how things change for them in the end.
• 31:22
  SPEAKER_00: And the outcome is so much bigger than just, oh, you have a website now.
• 31:26
  SPEAKER_00: It fundamentally changes the way that people see their business and the way that they see themselves.
• 31:33
  SPEAKER_00: Yes.
• 31:34
  SPEAKER_00: It's like the same as when you have this space that you your home that you like truly feel like you can come home and relax and feel safe and you are excited to host people at.
• 31:48
  SPEAKER_00: And even if it's just like your loved ones, that your website's really the same.
• 31:53
  SPEAKER_00: It's this place where you feel safe and comfortable sending people to because it truly reflects the real you and you, and there's a sense of pride with that, and you're like excited to send them there versus that feeling of like cringing, like, uh, here's my website, but I don't use it.
• 32:07
  SPEAKER_00: It's it's not actually like me, you know.
• 32:10
  SPEAKER_00: How many times have we heard that in conversation?
• 32:13
  SPEAKER_00: So yeah, it really is such a gift to be able to do this work and support in this way, and to be able to use the tools that are available to us that have created opportunities for small businesses to grow and thrive in ways that were not possible even two years ago.
• 32:30
  SPEAKER_00: You know, it's pretty wild this time that we're in, and there's so much untapped opportunity and potential.
• 32:37
  SPEAKER_00: And we're so excited to have you here supporting clients the way that you do, and really leading the charge with that and with your expertise.
• 32:47
  SPEAKER_00: I'd love to just share kind of some practical next steps.
• 32:50
  SPEAKER_00: So if someone's listening right now, they're feeling that kind of cringe about their website or they opened their website after tuning into this episode.
• 33:00
  SPEAKER_00: What are the three things that you would want them to look at first?
• 33:07
  SPEAKER_00: Wow.
• 33:09
  SPEAKER_00: That's a good that's such a good question.
• 33:14
  SPEAKER_00: I think the number one thing I would say is really going back to the basics of do you feel your website represents you and is it consistent with what you have to offer?
• 33:28
  SPEAKER_00: Are you still offering all the services that are on there?
• 33:31
  SPEAKER_00: Is it speaking to the clients that you're intending to speak to?
• 33:35
  SPEAKER_00: And does it still reflect where you are in your business today?
• 33:38
  SPEAKER_00: Because again, if you don't know these things, how can search engines possibly understand and recommend you to the right people?
• 33:46
  SPEAKER_00: And I know that that sounds so basic, but trust me, it is so important to nail that down first before you start building on all those other pieces.
• 33:55
  SPEAKER_00: The next thing I would say is when did you publish your last blog?
• 33:58
  SPEAKER_00: Because I am like a ride or die blogger.
• 34:01
  SPEAKER_00: I've seen it completely change business owners' web presence and their ability to call people in.
• 34:08
  SPEAKER_00: And I really believe in the power of it when done well.
• 34:12
  SPEAKER_00: So that means not copying and pasting from Chat GPT, but sitting down either yourself or hiring it out and writing out something that feels really meaningful and helpful to your audience.
• 34:23
  SPEAKER_00: So making time to do that.
• 34:26
  SPEAKER_00: And hmm, number three, I'm gonna say what's more important now, this is very relevant for like the last six months.
• 34:39
  SPEAKER_00: Get those testimonials on your website, whether they're existing in like a Word doc on your Google Drive, or you have to copy and paste them from your Google business profile, or they're buried in your emails, uh, get those onto your website.
• 34:51
  SPEAKER_00: Because again, one thing that AI search engines care about more now than ever before is the way that other people talk about your business because they know that this is human feedback about what it's like to work with this person.
• 35:04
  SPEAKER_00: So definitely getting that up on the website as well.
• 35:08
  SPEAKER_00: I love that.
• 35:09
  SPEAKER_00: Such good advice.
• 35:09
  SPEAKER_00: And just adding the reminder that if you are a lover of small business, there's your reminder to go and leave the review.
• 35:17
  SPEAKER_00: You know, it can feel like a grind to collect reviews.
• 35:20
  SPEAKER_00: I get it.
• 35:20
  SPEAKER_00: We all have a million things happening, but one of the really most incredible gifts that you can give a business owner that, especially one that you worked with that you love, is to share take the time to share a review.
• 35:33
  SPEAKER_00: And it literally takes three minutes to share your experience and can make the world of a difference for them.
• 35:40
  SPEAKER_00: So there's your call to action as well for how you can give back after this episode.
• 35:47
  SPEAKER_00: Okay.
• 35:48
  SPEAKER_00: And then for someone who is ready for their next chapter, how can they tell whether it's time to bring in support for their copy, their SEO, their AI visibility?
• 36:02
  SPEAKER_00: I just want to say first that it's not about feeling ready or not feeling afraid.
• 36:07
  SPEAKER_00: It's totally normal to feel that bit of trepidation, to have a little bit of like anxiety almost a little bit, but also to be really curious.
• 36:17
  SPEAKER_00: If you feel really curious about what it could be like if you started calling in not just more people, but the right fit people, and you're laying your head down at night and it's in the back of your mind, I say just go for it.
• 36:31
  SPEAKER_00: I mean, it's one of those things where it's like that right, that right moment is whenever you decide that it is.
• 36:37
  SPEAKER_00: If you have that foundation of knowing who you are and you're ready to start being choosy with the clients that are coming to you, let's do this.
• 36:48
  SPEAKER_00: Yes.
• 36:49
  SPEAKER_00: Yes.
• 36:50
  SPEAKER_00: And you can head over to our website at web ofwards.ca and book in your SEO AIO audit as a great first step.
• 36:58
  SPEAKER_00: And you'll be able to connect with Jen that way and have her hands and eyes in the back end of your business.
• 37:05
  SPEAKER_00: And it really is such a beautiful thing that you can give back to your business right now, especially in this final stretch of the year when we know that we are planting those seeds right now for 2027.
• 37:18
  SPEAKER_00: And now is the time to get all of these pieces tied up with a pretty bow so that when you're casting big visions for what the next year is going to look like, you are hitting the ground running.
• 37:29
  SPEAKER_00: And there's still lots of time to make this year and this quarter your best yet.
• 37:35
  SPEAKER_00: We've got you.
• 37:37
  SPEAKER_00: I just wanted to say I'm seeing those people who are implementing AI optimization into their business now, because not every business is doing it.
• 37:46
  SPEAKER_00: They're just taking off.
• 37:48
  SPEAKER_00: And a lot of SEO tactics take time to build.
• 37:51
  SPEAKER_00: Optimizing for AI, you can see results generally quite quickly.
• 37:56
  SPEAKER_00: So, yes, like jump on it now, see where you can be by the end of the year.
• 38:01
  SPEAKER_00: Yes, great reminder.
• 38:02
  SPEAKER_00: Love that.
• 38:03
  SPEAKER_00: Okay, and then of course, to close, I have to ask you, Jen, what does your favorite self look like in this season, in this work that you're doing?
• 38:14
  SPEAKER_00: And what are you most excited about right now?
• 38:17
  SPEAKER_00: My favorite self is really centered and grounded and um clear.
• 38:26
  SPEAKER_00: And I've been feeling that lately.
• 38:30
  SPEAKER_00: Um, what I'm most excited about, honestly, this if this is cheesy, that's fine.
• 38:35
  SPEAKER_00: But people coming to Web of Words to do an SEO AI audit because I think it's gonna be so fun.
• 38:41
  SPEAKER_00: And I love nothing more than meeting new clients and getting to do that deep dive.
• 38:46
  SPEAKER_00: So I'm just super excited about that.
• 38:49
  SPEAKER_00: I love it so much, you guys.
• 38:51
  SPEAKER_00: This is this is why we do what we are able to do what we do, because we have people like Jen on this team that truly care so much.
• 39:00
  SPEAKER_00: And I'm just so happy to have you and so grateful for everything that you pour in and just so thrilled to be able to share all of your amazing knowledge with our listeners.
• 39:10
  SPEAKER_00: And I can't wait to see what's next from here.
• 39:13
  SPEAKER_00: So thank you so much, Jen, for being here.
• 39:15
  SPEAKER_00: Where can people connect with you?
• 39:17
  SPEAKER_00: Uh we'll drop it in the show notes too, of course.
• 39:20
  SPEAKER_00: Thanks for having me, Carly.
• 39:22
  SPEAKER_00: And if anybody wants to hang out on Instagram, that's where I am most of the time at optimize by Jen.
• 39:28
  SPEAKER_00: And I just share SEO stuff and a little sprinkle of mom stuff in there too.
• 39:33
  SPEAKER_00: So come hang out.
• 39:35
  SPEAKER_00: And you'll see her a lot more on the Web of Words Instagram coming up soon as well.
• 39:39
  SPEAKER_00: Yeah.
• 39:40
  SPEAKER_00: Thank you, Jen.
• 39:41
  SPEAKER_00: This was so good.
• 39:42
  SPEAKER_00: L, thank you everyone for listening, and we'll see you next week.
• 39:45
  SPEAKER_00: Thank you for listening to the Favorite Self podcast.
• 39:48
  SPEAKER_00: If this episode stirred something in you, there's a reason for it.
• 39:52
  SPEAKER_00: You could take a moment to share with a friend, someone who's also building something brave, that would mean so much to me.
• 39:58
  SPEAKER_00: Better yet, leave a review.
• 40:00
  SPEAKER_00: It helps this message reach even more women who are ready to lead differently.
• 40:04
  SPEAKER_00: And before you go, remember this: your favorite self is already within you, waiting to be heard.
• 40:10
  SPEAKER_00: See you next time.