Cynthia Oswald

Surface Design, Fine Art + Branding for Creatives

Web & SEO

From Keywords to Connection: The Evolution of SEO for Storytellers

Beyond Keywords:
Why Storytelling is the Future of SEO

Recently, I found myself in a frustrating cycle of trying to get answers from the medical world. And I know you might be wondering, “What does this have to do with SEO?” but stay with me for a moment.

After my oldest daughter, Leona, was born, I went through a pretty major intestinal surgery. At the time, I trusted the doctors completely. Looking back, though, I realize much of what I was told—about the surgery itself and the care I would need afterward—wasn’t fully accurate. Pieces of my intestine were removed, I was told they weren’t important, and I wasn’t coached through what that really meant for my health moving forward. Since then, it’s been years of healing, trial and error, and a lot of frustration trying to piece things together on my own.

Needless to say, that experience left me both cautious and skeptical. I can’t just walk into a random office and hand over my trust anymore. When it comes to my health, I need to feel confident that I’m in the right hands. So when new GI symptoms started showing up, I knew I had to find a new doctor—but I had no idea where to start.

Sure, I could type “GI doctor” or “digestive specialist” into Google. But those phrases felt almost meaningless compared to the complexity of what I’d been through. They didn’t capture the specifics of my history or the nuances of what I was experiencing. And honestly? I was scared. Scared of ending up with another doctor who would dismiss me, or worse, misguide me again.

So I tried something different. I opened up AI and told the whole story. Not just the bullet points I might rattle off on the phone, but everything—the emergency during my pregnancy, the surgery, the years of piecing things together on my own, the missteps from doctors I thought I could trust, and the symptoms I was still experiencing.

The response I got back stopped me in my tracks. Because it wasn’t just generic advice. AI took my story—all the detail, all the nuance—and used it to recommend exactly the kind of specialist I should be looking for, the questions I should ask, and even gave me a list of local doctors who could be a good fit.

That’s when the lightbulb moment happened. Because what I realized is this: the only reason AI was able to give me such specific results to help match me with the exact type of doctor I was looking for, was because of the story I shared. 

And that’s when it clicked for me: this is exactly how SEO works too. The more clearly and honestly you tell your story, the more likely you are to connect with the right people—and now, with the way SEO is evolving, it’s also the key to being found in the first place.

Why Story Matters for SEO

Truth be told, I don’t usually sit down and read an entire article. Most of the time I’m just looking for an answer, and I can usually tell pretty quickly if the page is going to give me what I need. I skim the headlines and subheads, and if they feel connected to what I’m actually worried about, I’ll keep going. If it feels flat or unrelated, I’m out. But if there’s a story—even a small one—that makes me feel like the writer understands where I’m coming from, I’ll stay. Honestly, even if the design is terrible, I’ll keep reading if the story is strong enough to pull me in.

That’s exactly what search engines are paying attention to. They don’t just care about the keywords on the page anymore. They’re looking at how long people stick around, how far they scroll, whether they explore another page. And those things only happen when there’s some kind of human connection in the content.

I’ve seen this play out on my own site. One of my most-visited posts is about mini landscape paintings. People find it because they’re searching for “mini landscapes,” but what keeps them there isn’t the painting tips—it’s the story I share about motherhood and creativity. I talk about the push and pull of trying to paint while raising little ones, and why I started making these tiny landscapes in the first place: because I could actually finish them in the little pockets of time I had.

And I think people are pleasantly surprised when they land on that article. They might come in looking for watercolor techniques, but they end up finding something more—a story they can connect with. That’s what makes them stay, and that’s exactly the kind of engagement SEO is rewarding now.

The Evolution of Search: From SEO to GEO

It helps to zoom out for a second and look at how search itself has changed.

Back when SEO was just getting started, it was pretty simple. You’d type in a keyword like “wedding photographer Philadelphia” and get a list of websites with those words sprinkled across a page. That was it. No nuance, no context—just a basic match.

Eventually, search got a little smarter. Instead of single words, we learned to type longer, more specific phrases: “Affordable wedding photographer in Philadelphia.” That was the start of long-tail keywords, which helped narrow results down but still left a lot of room for guesswork.

Then came voice search. Suddenly people were asking their phones full questions: “Hey Google, who are the best wedding photographers near me?” The way we typed and the way we talked started to merge, and search engines had to adjust.

And now? We’ve stepped into something entirely new. Generative Engine Optimization—GEO—is the next layer. It’s what happens when AI-powered “ask engines” don’t just look for keywords, but actually take in your whole story. They process the context, the nuance, and the details you share, and then give back results that fit you in a much more personal way.

That’s exactly what happened with my doctor search. A simple phrase like “GI doctor” never could have captured the reality of what I needed. I’m not just someone looking for a specialist. I’m someone who’s already been through a major surgery, who’s skeptical because of misinformation, who’s still working through lingering symptoms. A keyword couldn’t hold all of that.

That’s why GEO matters. SEO isn’t gone. Keywords still help people find you. But GEO is what’s next—and it’s already here. And the beautiful thing is that both rely on the same anchor: your story. The clearer and more specific you are, the more likely it is that both humans and algorithms will recognize you as the right fit.

Quick Guide: SEO vs. GEO

SEO (Search Engine Optimization):GEO (Generative Engine Optimization):
Focuses on keywords and phrases people type into search enginesFocuses on context, nuance, and the story behind the search
Works best when your content matches what’s being searchedAI and “ask engines” use the details you share to deliver more personalized results
Still important for visibility and trafficHelps connect you with the people who are actually the best fit

Think of it this way:

SEO says, “Here are some options that match your words.”

GEO says, “Here are the options that fit your story.”

Storytelling as Strategy

Here’s what I love about all of this: storytelling isn’t a trick. It’s not about gaming the system. It’s about clarity and connection.

For a long time, SEO was treated like a formula. Put the right keywords in the right spots, and you’d rank. But that’s not what works anymore—and honestly, it’s not what people want. Search engines have gotten smart enough to spot when language feels forced or robotic. And people can always tell when you’re trying too hard.

Stories change that. When you share something real, the right words and phrases show up naturally. You don’t have to force them. They’re already there because you’re describing real experiences.

For example, instead of saying, “I help nonprofits with branding,” I might share the story of a client who couldn’t explain their mission. After working together, their rebrand helped them double their donations in three months. That’s a story. It’s specific, it’s personal, and it shows results.

The balance is making your stories searchable without losing their heart. Use headings, highlight key takeaways, and connect the story back to what your audience is looking for. The goal isn’t to sound clever. The goal is to be clear enough that someone can see themselves in what you’ve written — and that’s exactly what both people and algorithms respond to.

The Human Connection Factor

The truth is, none of us have the time or energy to read everything that comes our way. Most of the time we’re skimming, scanning, moving fast. So why do we stop on one page and not another? It’s because something in the words makes us feel seen.

Think about the last time you actually read something all the way through. For me, it’s almost never about perfect formatting or a clever headline. It’s because there was a story woven in that felt personal enough to make me lean closer. I could see myself in it.

That’s why the little details matter. The things you’d casually share with a friend over coffee — those are often the exact things that make someone pause and keep reading. They’re also the pieces AI is picking up on when it’s trying to match your story with the right audience.

And no, this isn’t about oversharing or adding drama for the sake of it. It’s about being real enough that someone else can recognize themselves in your words and say, “Oh, that’s me too.” That’s the moment connection happens.

SEO as an Artform

I know the word SEO makes a lot of people cringe. It sounds technical, overwhelming, even a little cold. But here’s how I want you to think about it: SEO is just another form of design.

In design, structure doesn’t stifle creativity — it makes it shine. Grids, margins, and guidelines aren’t there to limit you. They’re there to give clarity so the artwork stands out. SEO works the same way. Keywords, headings, and meta descriptions aren’t meant to box you in. They’re the scaffolding that helps your story travel farther.

Once you understand a few basics, SEO stops feeling like a barrier and starts feeling like a tool. It gives shape to the content you’re already creating so that more people can find it, understand it, and connect with it.

And that’s really the art of it. You’re not writing for robots. You’re writing for humans in a way that robots can also recognize and lift up. When you start to see it that way, SEO feels less like a chore and more like a creative tool that’s on your side.

Why Your Story is the Key

If there’s one thing I hope you take away from my doctor-search story, it’s this: nuance matters. Details matter. Stories matter. Without them, we get lost in generic search results, disconnected from what we really need. With them, we make the right connections — whether that’s with a doctor or with the people searching for your business.

SEO is no longer about keywords alone. It’s about showing up with enough honesty and depth that both humans and algorithms can recognize you.

And when you do that, you’re not just improving your rankings. You’re making it easier for the people who truly need you to find you. That’s the real goal — being seen in a way that feels true to you, while helping others feel seen in the process.

If you’re ready to align your story with a strategy that helps you show up that way, I’d love to help.

Explore my SEO Strategy Pack

SEO Glossary Made Simple: Key Terms Explained

SEO data
SEO Glossary:
Simple Definitions for Complex Terms

Why SEO Jargon Feels Overwhelming (and Doesn’t Have to Be)

If you’ve ever opened an article about SEO and immediately felt your eyes glaze over, you’re not alone. So many of my clients describe SEO as confusing, overwhelming, or just plain boring — and honestly, I get it. Between the acronyms and the endless jargon, it can feel like you’re supposed to be fluent in a language no one actually taught you.

But here’s the good news: you don’t need to know it all. You don’t need to become an SEO expert to run your business with confidence. What you do need is just enough clarity to feel grounded — so you can make decisions, understand what’s happening with your website, and talk to the people supporting you without second-guessing yourself.

That’s why I put this glossary together. Think of it as a friendly translator, turning SEO jargon into everyday language, with plenty of simple metaphors and creative examples to help it click. My hope is that instead of feeling like you’re drowning in technical terms, you walk away feeling more equipped — and maybe even a little inspired.

Think of it this way: SEO is a lot like hanging your keys by the door. When everything’s in its right place, you find it easily and move forward with ease. When it’s not, you waste time searching — or worse, you grab the wrong thing just because it was within reach. Good SEO is about making sure the right people find you exactly when they need what you offer.

Let’s dig in and start with some basics. 

The Basics — Foundational SEO Terms Everyone Should Know

When I first began building websites, I realized something important: a beautiful design doesn’t do much if no one can find it. That’s what nudged me toward SEO. At its core, SEO is simply the foundation that makes your creative work discoverable.

Of course, like any new language, it came with a lot of jargon, and I remember how overwhelming that felt in the beginning. That’s why I like to break SEO down into the basics. Think of this section as your “starter kit” — the handful of words that give you a solid foundation and help you feel more confident when you’re talking about your website.

SEO (Search Engine Optimization)

SEO is the practice of making your website easier to find. It’s about aligning your content, structure, and design so search engines — and more importantly, people — can discover you. You can think of SEO as the bridge between your creativity and your audience. Without it, even the most beautiful website can feel like a gallery tucked away in a back alley that no one knows how to reach.

SERP (Search Engine Results Page)

The SERP is simply the page of results you see after you type something into Google. I like to think of it as the “stage” where your website gets to show up and introduce itself. Your position on that stage matters because most people don’t wander past the first page before making a choice.

Organic vs. Paid Search

Here’s where the distinction really matters: organic search is when people find you naturally, because your content matches what they’re looking for. Paid search is when you invest in ads to appear at the top of the results. Both can have value, but organic visibility builds trust and grows with time, while paid search is more like renting temporary spotlight time.

Keywords & Key Phrases

Keywords are the actual words or phrases people type into Google. They’re the language your audience uses to search for the very things you offer. I often describe them as the bridge between what’s in someone’s mind and the solution they hope to find. Learning which words resonate with your audience is like learning how they ask questions — it helps you show up as the answer.

Ranking

Ranking is simply where your site appears in the list of results. While the dream is often “page one, spot one,” the truth is more nuanced. What matters most is not just grabbing the top spot, but showing up consistently in the places your audience is already looking. Think of ranking less as a single finish line and more as a series of touchpoints where trust is built over time.

Glossary Recap: The Basics

  • SEO (Search Engine Optimization): Making your website easier to find in search engines.
  • SERP (Search Engine Results Page): The page of results after you search.
  • Organic Search: Visitors who find you naturally, without ads.
  • Paid Search: Visitors who find you through ads you’ve paid for.
  • Keywords & Key Phrases: The actual words people type into search engines.
  • Ranking: Your site’s position in search results.

Content & Keywords — Speaking Your Audience’s Language

If the basics of SEO are about building a foundation, this part is about giving your website a voice. Content and keywords are how you “speak” to both your audience and search engines. And here’s the best part: this is where creativity and strategy work hand in hand.

Long-Tail Keywords

While short keywords (like “coffee shop”) are broad and competitive, long-tail keywords are the specific, almost human-like phrases people actually type (like “best organic coffee shop near me”). They may bring in fewer searches overall, but the people who use them are often much closer to taking action.

One of my favorite examples of this in action was a local veterinary clinic I worked with. We published a blog post about holistic herbal remedies for pets, and it went viral. Suddenly, people from all over the world were landing on this small local site simply because the content matched exactly what they were searching for. For artists and other creatives, I see the same effect: when you choose keywords that reflect your unique style, the right people find you.

Search Intent

The way you search for something might look completely different from how someone else does it, even if you’re both after the same thing. That’s why intent matters — it’s not just the words people type, but the why behind them.

When I’m building a brand-new website, I start with content pillars (groups of topics that reflect what a client most wants to be known for) and then structure the site around those. If the site already exists, I lean on tools like Google Search Console to see which search terms are leading people there. Sometimes the results align perfectly with the client’s goals, and sometimes they don’t. Either way, that information helps guide what to adjust or expand.

Metadata (Title Tags & Meta Descriptions)

Metadata is the short blurb that shows up in search results. I like to think of it as your invitation to click. A clear title and thoughtful description can make the difference between someone scrolling past you or stopping to visit your site.

Alt Text

Alt text describes your images for both Google and people using screen readers. To me, it feels like the descriptive label on the back of a painting — a small but meaningful detail that ensures your work can be understood and appreciated by everyone.

Content Strategy

At its heart, content strategy is creativity, storytelling, and service. Data and keywords might guide the direction, but it’s your voice and stories that make the content memorable. Information alone is easy to forget; story lingers. When you weave your creativity into your content, people don’t just remember it, they feel connected to it.

Glossary Recap: Content & Keywords

  • Long-Tail Keywords: Longer, specific search phrases (like “best organic coffee shop near me”).
  • Search Intent: The “why” behind a search — buying, learning, or comparing.
  • Metadata: The titles and descriptions that appear in search results (your click invitation).
  • Alt Text: Descriptions of images for accessibility and SEO.
  • Content Strategy: Purposeful, story-driven content that supports both your audience and visibility.

The Technical Side — Without the Tech Headache

This is the part of SEO that often makes people’s eyes glaze over — the behind-the-scenes work that feels overly technical at first glance. But here’s the secret: most of it can be explained in simple, everyday terms. You don’t need to be a developer to understand what’s going on. Think of technical SEO as the scaffolding that supports the art and story of your website.

Crawling & Indexing

I like to think of Google as a librarian. Crawling is when the librarian discovers a new book (your website). Indexing is when that book gets entered into the catalog so it can be found later. Without both steps, your “book” sits quietly on the shelf, overlooked.

Sitemap

A sitemap is essentially your website’s roadmap — a guide that helps search engines (and people) understand how your site is organized. It’s like handing the librarian a table of contents so they know exactly where everything belongs.

Backlinks

Backlinks are links from other websites pointing to yours. I often describe them as votes of confidence — little signals that say, “this site is worth visiting.” The goal isn’t to collect hundreds of them randomly, but to earn them naturally through meaningful connections and content that others genuinely want to reference.

Domain Authority

This is a score (created by SEO tools, not Google itself) that estimates how trustworthy your site is based on factors like backlinks and content quality. Think of it as your reputation score — not the whole story, but a good indicator of how solidly your website is perceived.

Page Speed & Core Web Vitals

Have you ever clicked on a site that took forever to load, only to abandon it out of frustration? That’s page speed in action. Core Web Vitals are Google’s way of measuring how quickly and smoothly your site loads and responds. A fast, seamless site makes visitors more likely to stick around — and makes Google more likely to recommend it.

Creative Tip: Even technical SEO has room for creativity. Every headline, image description, and structural choice is another chance to tell your story clearly. I often treat it like a bit of a game: publish something, watch how people find it, then adjust based on what works. Approaching it with curiosity rather than pressure keeps the process lighter — and a lot more enjoyable.

Glossary Recap: Technical SEO

  • Crawling & Indexing: How search engines scan and file your site (like a librarian with a catalog).
  • Sitemap: A roadmap that shows how your site is organized.
  • Backlinks: Links from other sites pointing to yours — votes of confidence.
  • Domain Authority: A reputation score for your site’s trustworthiness.
  • Page Speed / Core Web Vitals: How fast and smooth your site feels for visitors.

User Experience & Beyond — SEO That Feels Human

It’s easy to think of SEO as something you do to “please Google.” But really, every algorithm update is Google trying to catch up with human behavior. At the end of the day, good SEO isn’t about beating a system — it’s about creating an experience that feels natural, engaging, and welcoming for the people you want to serve.

Bounce Rate

Bounce rate measures how often people land on your site and leave quickly without interacting. A high bounce rate is usually a signal that something feels off — maybe the page is confusing, too slow to load, or simply doesn’t match what they were hoping to find. The best way to lower bounce rate isn’t with tricks, but by creating an experience that makes people want to stay.

Click-Through Rate (CTR)

CTR tells you how often people click on your link after seeing it in search results. It’s influenced by things like your metadata (title and description) and how well it speaks to what people are really searching for. I like to think of it as your “curb appeal” — the little glimpse that invites someone to step through your front door.

On-Page vs. Off-Page SEO

On-page SEO is everything you can control on your website — your content, structure, keywords, and images. Off-page SEO is what happens outside your site — backlinks, mentions, and reputation. Together, they’re like building a home (on-page) and nurturing its neighborhood reputation (off-page).

Local SEO

If you have a brick-and-mortar business, local SEO helps nearby people find you. It’s like making sure your studio, shop, or office is on the map — literally. From Google Maps to “near me” searches, this is about connecting with the community right around you.

Mobile Optimization

Since most searches happen on phones, mobile optimization is non-negotiable. If your site is clunky or confusing on a small screen, people won’t stick around. The fix is often simple: clear navigation, clean layouts, and making sure your content feels just as inviting on a phone as it does on a desktop.

Creative Tip: One of the most powerful tools for user experience is storytelling. Facts alone can be forgettable, but stories keep people engaged. When your site weaves in narrative and emotion, visitors stay longer, connect more deeply, and leave with a sense of relationship. Lowering your bounce rate becomes less about“gaming the system” and more about creating an experience that feels human.

Glossary Recap: User Experience & Beyond

  • Bounce Rate: How often visitors leave your site quickly without interacting.
  • CTR (Click-Through Rate): The % of people who click your link in search results.
  • On-Page SEO: Everything you control on your site (content, structure, keywords).
  • Off-Page SEO: Reputation-building outside your site (backlinks, mentions).
  • Local SEO: Helping people nearby find you.
  • Mobile Optimization: Making sure your site looks and works beautifully on phones.

Bonus: Generative Engine Optimization (GEO) — The Future of SEO

Just when SEO starts to feel familiar, something new comes along to stretch our perspective. Right now, that “something” is Generative Engine Optimization (GEO). If SEO is about showing up in Google’s search results, GEO is about showing up in the new world of AI-powered search — tools like ChatGPT, Bing Copilot, and Perplexity.

Here’s the encouraging part: GEO isn’t about starting over. It’s about leaning deeper into practices that already work. These tools are designed to surface content that’s clear, trustworthy, and human — the kind of content you’re likely already creating.

So what does GEO-friendly content look like?

  • It answers questions clearly and directly (think: “if someone asked me this out loud, how would I respond?”).
  • It’s well-structured with headings, lists, or scannable sections that make it easy to summarize.
  • It carries a sense of authority and care — because AI tools pull from sources they trust.

For creatives, this is actually exciting news. GEO rewards the same things that make your content meaningful: clear storytelling, intentional structure, and a genuine desire to connect with your audience. In other words, if you keep showing up with valuable, human-centered content, you’re already preparing for the future.

Demystifying SEO So You Can Focus on What Matters

More than anything, I want you to leave this glossary feeling encouraged. SEO doesn’t have to be intimidating, and it certainly doesn’t have to take over your life. You don’t need to memorize every definition or become fluent in “SEO speak.” You just need to know enough to move forward with clarity — and to recognize when it’s time to ask for support.

If there’s one thing I hope you carry with you, it’s this: SEO is really about connection. It’s about creating pathways that help your creativity meet the people who are already looking for it. When your content reflects your goals and speaks your audience’s language, the right people will find you.

SEO isn’t a wall between you and your audience. It’s the bridge. And when it’s built with intention, it can feel less like a technical chore and more like an act of alignment — helping you share your gifts with the people who need them most.

To make it easy to come back to, I’ve pulled all the terms into one quick recap below. Think of it like a friendly bookmark for your brain. And if you’d rather keep something at your fingertips, keep scrolling to grab the one-page cheat sheet, too! 

Master SEO Glossary

Alt Text

Descriptive text you add to an image so search engines (and people using screen readers) know what it’s about. Helps with accessibility and SEO.

Anchor Text

The actual words you click in a hyperlink. Google uses this text to understand what the linked page is about.

Backlinks

Links from other websites that point to yours. They act like endorsements, showing search engines your site is trustworthy.

Bounce Rate

The percentage of visitors who leave your site quickly without interacting. High bounce rates often mean the content didn’t meet their needs.

Content Pillars

The 3–5 main themes or topic areas you build your content around. They help structure your site, attract the right audience, and build authority.

Content Strategy

A plan for creating and sharing valuable content consistently. It’s not just posting — it’s posting with purpose that aligns with your goals.

Core Web Vitals

Google’s metrics for user experience: how fast your page loads, how stable it feels as it loads, and how quickly it responds to interactions.

Crawling & Indexing

How search engines discover and “file” your site. Crawling = scanning your pages. Indexing = adding them to Google’s library so they can appear in results.

CTR (Click-Through Rate)

The percentage of people who click on your link after seeing it in search results.

Domain Authority

A score (created by SEO tools, not Google) that estimates how trustworthy your site is, based on factors like backlinks and content quality.

External Links

Links from your site that point to other websites. They show Google that you’re connecting your readers to useful resources.

Generative Engine Optimization (GEO)

Optimizing your content for AI-powered search tools (like ChatGPT, Perplexity, or Google’s AI Overviews). It means writing clear, scannable, trustworthy content that AI systems can easily summarize.

Google Analytics

A free tool that shows who’s visiting your site, how they found you, and what they do once they’re there.

Google Search Console

A free tool that shows how your site is performing in search results — including what search queries bring people in, and where you rank for them.

H1–H6 Tags

The heading structure of your page. H1 is your main title (used once), H2s are section headings, and H3–H6 are sub-headings. They help both readers and search engines understand the hierarchy of your content.

Internal Links

Links within your own site that connect one page to another. They guide visitors deeper into your content and help Google understand site structure.

Keywords & Key Phrases

The exact words people type into search engines. They’re the bridge between what your audience wants and what you offer.

Local SEO

Optimizing your site so nearby people can find you (great for brick-and-mortar businesses or location-based services).

Meta Description

The short blurb under your page title in search results. Think of it as your elevator pitch for a click.

Meta Title (Title Tag)

The clickable headline that shows up in search results and at the top of a browser window.

Metadata

The behind-the-scenes information (titles, descriptions, tags) that describes your page to search engines.

Mobile Optimization

Designing your site so it works beautifully on phones — since most searches now happen on mobile.

On-Page SEO

All the optimizations you make on your site: content, structure, images, titles, headings, and keywords.

Off-Page SEO

Everything that happens outside your site to improve visibility: backlinks, reputation, and mentions across the web.

Organic Search

Traffic that comes to your site naturally, without paying for ads.

Page Speed

How quickly your site loads. A fast site makes for a better user experience and ranks higher.

Paid Search

Traffic that comes from ads you’ve paid for, like Google Search Ads.

Ranking

Where your site appears in search results for a keyword or phrase.

Schema Markup (Structured Data)

Extra code you add to your site that gives Google more context (like location, events, reviews). It often results in “rich snippets” — enhanced listings in search results.

Search Intent

The “why” behind a search. Are they trying to buy, learn, or compare?

Search Query

The exact words someone types into Google’s search bar.

SEO (Search Engine Optimization)

The practice of making your site easier to find and understand by both people and search engines.

SERP (Search Engine Results Page)

The page of results you see after typing something into Google.

Sitemap

A roadmap of your website that helps search engines and people navigate your pages.

How to Use Google Search Console to Know What to Write Next

How to Use Google Search Console to Know What to Write Next

There have been so many times I’ve sat down to write a blog post and had no idea where to start. And when you’re a solopreneur or working with a small team, that moment can feel overwhelming—because there are a hundred directions you could go, and no one to tell you what’s right.

Sometimes we get writer’s block because we’re not excited about the topic. Other times, we’re deeply passionate about something, but we’re not sure it’s what our audience actually needs. And as much as I believe in creating intuitively (and I do), I’ve also learned that content that doesn’t connect won’t do much for your business.

Over the years, I’ve published all kinds of content—some of it very strategic, and some of it just from the heart. And I’m grateful for both. Because now I can look back and say, “What actually worked?” And more importantly, “Where are the gaps between what I’ve shared and where I want to grow?”

That’s where Google Search Console comes in. It gives you a framework for getting from where you are to where you want to be—by showing you what’s already working and what’s quietly being ignored. It’s a tool I’ve come to rely on (and love!), both in my own work and with my clients.

Recently, I noticed that a blog post I wrote about motherhood, where I also talked about miniature watercolor paintings, was driving a surprising amount of traffic. But when I looked at the data, I realized people weren’t searching for my motherhood story. They were searching for miniature watercolor paintings. And while I’m glad they found the post, I also realized: I could write something more focused to actually meet them where they are.

Google Search Console gives you the kind of insight that helps you get specific. It helps you make better creative decisions—whether you’re building a blog from scratch, refreshing a website, or supporting a client who already has data but isn’t sure how to act on it.

If I could go back and tell myself one thing about blogging and SEO, it would be this: You don’t need an audience of thousands to grow your business. You just need one person to find the right post at the right time.

Why Intuition Isn’t Enough (And Why That’s Okay)

For much of my business, I’ve followed what felt right in the moment. I believe there’s something powerful—and very necessary—about honoring that kind of intuition. But when you have a lot of ideas, it helps to filter them through a lens that aligns with your goals. That’s what data does. It gives your creativity a compass.

My First Use of GSC Was Purely Technical—Until It Became Strategic

I started using Google Search Console years ago to index client websites after launch—submitting sitemaps so Google could crawl the site. It was just a step in the process. But over time, the back end became easier to understand. The interface improved. And with the rise of AI and data interpretation tools, I realized something: This wasn’t just a back-end box to check. It was a strategy tool I hadn’t been fully using.

How to Use GSC to Work Smarter, Not Just More

This brings me back to the Pareto Principle—that 80% of your results come from 20% of your effort. When I applied this principle to my own business, I mapped my biggest wins against the actions I’d taken—and realized that a few pieces of content were driving most of the interest.

With Google Search Console, you can do the same thing. You can:

  • See which pages are getting the most impressions
  • Spot which keywords are bringing people in
  • Identify where there’s opportunity to add or update content

This isn’t a guessing game. It’s a framework for clarity.

How to Use Google Search Console to Know What to Write Next

Let’s break it down. Once you’re logged into Google Search Console, you’ve connected and selected your site, here’s what to look for:

  1. Go to the “Performance” tab
    This is where you’ll find data about the search terms (queries) that are leading people to your site, along with clicks, impressions, and average position.
  2. Switch to the “Pages” tab
    Identify which blog posts or pages are getting the most visibility. These are usually your top performers—and worth updating or expanding.
  3. Now go back to “Queries” and filter by your top-performing pages
    This tells you what search terms are bringing people to specific posts. Are they searching for something that’s only briefly mentioned? That’s a gap—and an opportunity.
  4. Ask yourself: What’s missing?
    Are you ranking for terms you’ve never directly written about? That’s your cue to create a new post. Are there keywords related to your main offers that aren’t showing up at all? You may need to introduce those topics more intentionally.
  5. Create supporting content
    Use what you find to write new posts that:
    • Go deeper into a topic people are already searching for
    • Clarify or expand on an idea that’s getting traction
    • Introduce a new angle that supports your offers

This process doesn’t require any fancy SEO tools—just your existing content and a little curiosity. And best of all, you’re not starting from scratch. You’re building from what’s already working.

What Happens When You Follow the Data?

For example, one of my posts about creating cohesion started gaining unexpected traction. That told me something important: there’s an audience out there I haven’t met yet—one that’s finding me through this topic. That insight helps me write more strategically, not just randomly.

You don’t need a huge network to grow. I’ve spent two decades building strong relationships offline. But when you’re ready to scale local and beyond, this is where your website content can do the heavy lifting for you.

This Isn’t Just About “Blogs” Either

One quick myth to bust: Website content isn’t limited to a traditional blog. You don’t even need a blog to benefit from this—any page on your site can serve your audience and boost visibility when it’s built with purpose.

Also, your blog doesn’t have to look like a blog. It can be a journal, a guide, a resource library, or even a simple collection of helpful thoughts. The point is to publish content you care about in a way that helps people find you. And that’s where we begin. You can build:

  • A resource library
  • An FAQ section
  • A topic hub for your services
  • A project archive with case studies

As long as it lives on your site and answers a real question someone’s searching for, it counts. You don’t even need to enable comments or worry about keeping up with them. Your content can work for you quietly, consistently, and intentionally.

Your Website Can Reflect Your Strategy, Not Just Your Services

You’re already doing the work. Whether you’ve got a small website, a single blog post, or a full archive, Google Search Console helps you see the patterns in your effort—and turn them into a path forward. It’s not about doing more. It’s about doing what works, and building from there.

Grab the Website Visibility Checklist!

Even if you’re not an SEO expert, below are a few simple & essential steps you can implement that can make a huge difference in your site’s visibility. Opt-in below to download your free checklist now!

How to Get Your Website Found on Google: SEO Tips

How to Get Your Website Found on Google: SEO Tips

Long before I ever thought about SEO—or even knew what it was—I found myself building my first website. At the time, I was working full-time and had signed up for a single evening coding course. For years, websites had felt clunky and uninspiring to me—especially as someone who cared deeply about design. But around 2008, that started to shift. Web design was becoming more flexible, and for the first time, I saw the potential for websites to actually look beautiful. HTML and CSS started to get more flexible. Designers could do more. It started to feel creative.

I built my first website in that class and ended up offering web design at the high-end printing company I was working for at the time. We ended up growing an entire web department around that offering. But what I realized really quickly is this: it didn’t matter how beautiful the site was if nobody could find it.

Much like the Yellow Pages—if your business wasn’t listed, it didn’t exist—your site today must be found on search engines, like Google. That means SEO can’t be an afterthought. In fact, I believe that content drives design, and it also drives strategy. So when I’m working on a website, I’m not just thinking about how it looks. I’m thinking about what Google will see and how the user will experience it.

Whether you’re a creative entrepreneur, service provider, or small business owner, this post will walk you through what actually matters when it comes to search engine optimization—and how to make your website more visible to the right people.

How to Get Your Website Found on Google (Even If You’re Not a Tech Expert)

If you’re wondering how to get your website found on Google, you’re not alone. So many business owners and creatives build something beautiful—but forget about discoverability. That’s where an SEO strategy comes in.

Even if you’re not an expert, below are a few simple, essential steps that make a huge difference in your site’s visibility.

1. Beautiful Design Means Nothing If It Can’t Be Found

There are a few non-negotiables when it comes to making a site Google-friendly. These might seem obvious in 2025, but I still see them missed all the time:

  • Your site should be responsive across all devices
  • It should be legible, with clean font sizes and color contrast
  • It needs to be accessible, including screen reader compatibility and alt text

Google takes all of this into account when deciding whether or not to show your site in search results. So while these things may feel like design choices, they are very much SEO choices too.

2. Understand the Content Hierarchy Google Cares About

This is where content strategy and SEO really start to work together. Google crawls your site in a specific order, which means you need to be intentional about how your content is structured.

Here’s the order Google typically reads:

  • Page Title
  • Meta Description
  • Headlines(H1–H6)
  • Paragraph copy
  • Image alt tags

If your most important keywords aren’t showing up in your title, headers, or descriptions, you’re missing a major opportunity to get found. When I build or optimize a website, I always walk through this structure first and make sure it aligns with the keywords and phrases my client wants to rank for.

3. Use Google’s Keyword Planner (Free + Powerful)

There are lots of SEO tools out there, but honestly, my go-to for small business SEO is Google Keyword Planner, which is built right into Google Ads.

Here’s how I use it:

  • I enter keywords related to my services, offers, or content pillars
  • Google shows me the search volume, keyword variations, and trends for each one of my keywords
  • I can save those keywords and use them to optimize my content—or run ads later

If you want to improve SEO for your website, understanding what your audience is actually typing into Google is essential. And this tool gives you that information, straight from the source.

4. Submit Your Sitemap to Google Search Console

Think of Google Search Console as your direct line to Google. It tells you:

  • Which pages are being indexed
  • What terms people are searching to find you
  • How high you’re ranking for those terms
  • Whether people are clicking through

One of the first things I do after launching a site is submit the sitemap to Search Console. Most platforms generate a sitemap automatically (typically found at yourwebsite.com/sitemap.xml), and by submitting it, I’m asking Google to index the full site. This helps Google understand your site structure and content—and makes it easier to show up in search results.

5. Analyze and Adjust Based on Real Data

Once Search Console is connected, the real fun begins.

Let’s say someone finds your blog post by searching “brand designer near me,” and your page is ranking in position #7. You now know two things:

  • That term is working
  • You have room to improve your visibility

I also use Google Analytics to see how long people stay on a page and where they drop off. If someone lands on your site from search but bounces immediately, it might mean:

  • The content wasn’t what they expected
  • It wasn’t relevant to the keyword they searched
  • The page didn’t clearly answer their question

You can either adjust the content to match the keyword or change the keyword to better match the content. Either way, you’re making a strategic improvement.

6. Create Content That Aligns With What People Are Already Searching For

This is one of my favorite parts. Once you know what people are searching for—and how they’re finding your existing content—you can create more content that aligns with their needs (and your goals!).

I often take the top search queries from Google Search Console and plug them back into Keyword Planner to discover related terms. Then I utilize what I discover to help me build out blog posts, service pages, or landing pages around those ideas. This help you stay visible where your audience is already looking.

Want to dive deeper into your website SEO? That’s where the SEO Strategy Pack comes in. 

Here’s the thing: knowing all of this is powerful. But having someone guide you through it and apply it to your business? That’s where real momentum happens.

My SEO Strategy Pack is a one-on-one, personalized service that helps you:

  • Audit and understand your current visibility
  • Pinpoint the best keywords for your audience
  • Build a content and SEO strategy that aligns with your goals
  • Set up the Google tools to track what matters most

Whether you’re launching something new or optimizing what you already have, this is the best next move if you want to start showing up—and showing up for the right things.

Click here to learn more about the SEO Strategy Pack

Grab the Website Visibility Checklist!

Even if you’re not an SEO expert, below are a few simple & essential steps you can implement that can make a huge difference in your site’s visibility. Opt-in below to download your free checklist now!

Build Momentum with a Smarter SEO Strategy

Build Momentum with a Smarter SEO Strategy

How to use Google tools like Search Console, Analytics, and Keyword Planner to strengthen your content strategy and amplify what’s already working

I’ve always loved the strategy behind a good chess game. I learned it from my dad—how to see the board holistically, anticipate what’s coming, and make intentional moves that pay off later.

And lately? That’s exactly how I’ve been feeling about Google Search Console.

As a designer and creative entrepreneur, I’ve spent years creating content I thought would resonate. I’ve polled my audience. I’ve followed my intuition. But nothing compares to the moment you can see—through real data—what’s working, what isn’t, and what’s possible.

Google Search Console gives you that aerial view.

It shows how people are actually finding you, what content is gaining traction, and where opportunities are hiding in plain sight.

It’s a lot like a chessboard.

Some content is worth letting go of (like a pawn sacrificed strategically). Some needs to be repositioned. And some—the kind you might’ve overlooked—has the potential to become your strongest asset (think pawn turned Queen).

The key? You have to learn how to see the board.

That’s why I created a simple, intentional process that helps you use Google’s free tools to focus on what’s working, strengthen it, and build momentum with confidence.

The Next Move SEO Strategy Framework

This four-part framework is designed to help you create content with more clarity, confidence, and traction—using tools like Google Search Console, Google Analytics, and Google Keyword Planner. Whether you’re revisiting old blog posts or preparing for a new content push, this process will guide your next moves.

1. Connect & Collect

First, you need to know what’s actually happening on your site. That means setting up or auditing your tools—Google Search Console, Google Analytics, and Keyword Planner—so you’re not flying blind.

Look for:

  • Are your top pages being indexed?
  • What queries are driving the most traffic?
  • Where are visitors landing—and are they staying?

2. Observe & Assess

Once your tools are in place, the next step is to review your performance and spot patterns. Which content pillars are performing? What search terms are bringing people in? Which posts are leading people to take action (or not)?

Tools to explore:

  • Performance reports in Google Search Console
  • Top queries and landing pages
  • Bounce rates and time on page in Google Analytics

This is your insight phase—your view of the board.

3. Strategize & Strengthen

Here’s where it gets fun. Use Keyword Planner to find related search terms that align with your most successful content. Then revise, expand, or create connected content that builds on what’s working.

Examples:

Or maybe you’re a creative educator who’s shared a post about teaching illustration techniques in the classroom. Keyword Planner might reveal that people are also searching for digital art lesson plans, creative curriculum for middle schoolers, or teaching Adobe Illustrator to beginners. You could revise your original post to include those keywords—or create a new resource that expands on your process, helping more of the right people find and engage with your work.

Let’s say you run a CSA or small organic farm, and one of your most visited pages is about your seasonal produce. Keyword Planner might show that people are also searching for local CSA near me, organic spring vegetables, or ethical food systems. You could optimize your post to include those keywords, or write a new post about what sets your CSA apart—building SEO depth and supporting your mission.

Or maybe you’re a printer or service-based business, and your most-visited page is about custom packaging solutions. Keyword Planner might show that people are also searching for eco-friendly packaging, short-run printing services, or branded shipping materials. You could update your page to include those terms—or create a new blog post that answers common client questions, improving both search visibility and client trust.

Or you’re a school or educational organization with a popular post on project-based learning in middle school. Keyword Planner might surface related terms like integrated curriculum or hands-on education benefits. These could inform your next blog post or help optimize the original content with key phrases and internal links.

Or maybe you’re an interior designer or home builder, and you’ve written a blog post showcasing a recent project. Keyword Planner might reveal that people are also searching for natural home materials, warm minimal interiors, or custom millwork design. You could revise the post to include those terms—or create a follow-up post that dives deeper into your process, materials, or design philosophy to strengthen your visibility and authority.

4. Make Your Move

Once you have the data, you can make confident content decisions:

  • Refresh top-performing posts with new keywords and internal links
  • Plan future content based on proven search intent
  • Remove, update, or archive pages that aren’t contributing to your goals

The result? You’re not just creating more content—you’re creating the right content. And you’re doing it with strategy, not stress.

  • Think pawn turned Queen.
  • That forgotten blog post or simple service page could become your strongest lead generator—with just a few intentional moves.

Why This Framework Works

This approach helps you:

  • See what’s working (instead of guessing)
  • Use your time and creative energy wisely
  • Focus on high-impact opportunities that actually support your goals

It’s the Pareto Principle in action: 20% of your content is likely driving 80% of your results.
This framework helps you find that 20%—so you can amplify it and create more impact with less guesswork.

And the best part? You don’t need to be a tech expert.

This framework gives you clarity and direction—so your content starts working harder for you, even while you rest.

Want help applying this to your own site?

I created the SEO Strategy Pack to help creative business owners, educators, and service providers like you turn insight into momentum—without overwhelm.

It’s a one-time deep dive into your website’s performance using real data and expert strategy.

Here’s what’s included:

  • Setup or audit of Google Search Console, Analytics, and Keyword Planner
  • Strategic deep dive into your top 5 content pillars
  • A curated list of 25+ page-level opportunities with keyword suggestions
  • A custom PDF report with 3–4 weeks of data, next steps, and insights
  • A 60-minute 1:1 strategy session
  • A short training video for you or your team
  • [Optional] A follow-up call to review and align on next steps

✨ And for a limited time, I’m also offering an evergreen Google Ads setup as an add-on—so you can amplify what’s already working and reach more of the right people.

Click here to book your SEO Strategy Pack

Let’s turn your creative strengths into a thriving business—without burnout.

Is your website optimized to reach its fullest potential in search engines? Whether you’re looking to improve your site’s SEO strategy or start building a strong online presence from the ground up, I’m here to help. Let’s discuss how we can increase your visibility and attract more of your ideal customers. Reach out for a personalized SEO consultation, and together, we’ll ensure your website not just exists but stands out and attracts the audience it deserves.

Book Your SEO Strategy Consultation

Email Deliverability

How to Keep Your Emails Out of Junk Folders
How to Keep Your Emails Out of Junk Folders

Email deliverability has become a hot topic recently, especially with updated standards aimed at reducing spam. While these changes are great for inboxes everywhere, they can create headaches for small business owners and individuals who rely on email to communicate with clients and customers. If you’ve noticed your open rates dropping or heard that your emails are landing in junk folders, don’t worry—you’re not alone. Here’s a quick and simple guide to improving your email deliverability.

Step 1: Set Up SPF (Sender Policy Framework)

What is it? SPF tells email servers which servers are allowed to send emails on behalf of your domain. Without it, your emails may look suspicious and get flagged as spam.

How to Set It Up:

1. Log into your domain registrar (e.g., GoDaddy, Google Domains, etc.).

2. Go to the DNS settings or DNS management section.

3. Add a new TXT record with these details:

  • Name/Host: Enter @ (or leave it blank if required).
  • Value/Content: Use the SPF record provided by your email provider. You can typically find this record in their documentation or support center. For example, Gmail users might use: v=spf1 include:_spf.google.com ~all
  • TTL: Leave it as default or set it to 1 hour.

4. Save your changes

Learn more about SPF here.

Step 2: Set Up DKIM (DomainKeys Identified Mail)

What is it? DKIM adds a digital signature to your emails, proving they came from you and haven’t been tampered with.

How to Set It Up:

1.Go to your email provider’s admin settings:

  • For Google Workspace, navigate to Admin Console > Apps > Google Workspace > Gmail > Authenticate email.
  • For Microsoft 365, go to the Exchange Admin Center > Mail Flow > DKIM.

2. Generate a DKIM key. You’ll get:

  • Selector/Name (e.g., google or mail).
  • Public Key (a long string of characters).

3. Add another TXT record to your DNS settings:

  • Name/Host: Use the selector + _domainkey. Example: google._domainkey.
  • Value/Content: Paste the public key.
  • TTL: Leave as default or set to 1 hour.

4. Save the record and verify it in your email provider’s admin panel.

Find a DKIM setup guide here.

Step 3: Add a DMARC Record

What is it? DMARC tells email servers how to handle messages that fail SPF or DKIM checks—whether to reject, quarantine, or accept them.

How to Set It Up:

1. Add another TXT record in your DNS settings:

  • Name/Host: _dmarc
  • Value/Content: Example DMARC policy: v=DMARC1; p=none; rua=mailto:your-email@example.com
  • TTL: Default or 1 hour.

2. To identify the correct DMARC policy values, check your email provider’s recommendations. Most providers will guide you on the best policy based on your sending behavior and needs.

3. Change p=none to p=quarantine or p=reject once you’ve confirmed everything works. Learn more about DMARC here.

Step 4: Test Your Setup

Once you’ve set up SPF, DKIM, and DMARC, it’s time to test everything:

  • Use tools like Mail Tester or MXToolbox to check your email deliverability.
  • Send test emails to friends or colleagues and ask if they land in the inbox.

If you’re a web client of mine, I’m happy to help ensure your email deliverability is on point as part of our project. While I don’t offer this as a standalone service, I’ve seen how small tweaks like these can make a big difference in reaching your audience effectively.

Let’s make sure your emails shine where they belong—in the inbox!

web designer

Is your website optimized to reach its fullest potential in search engines? Whether you’re looking to improve your site’s SEO strategy or start building a strong online presence from the ground up, I’m here to help. Let’s discuss how we can increase your visibility and attract more of your ideal customers. Reach out for a personalized SEO consultation, and together, we’ll ensure your website not just exists but stands out and attracts the audience it deserves.

Book Your Web Design Consultation