So… let’s talk about something that can supercharge your visibility online: SEO, or Search Engine Optimization. If you’re scratching your head and thinking, “What even is that?” don’t worry. We’re diving into the basics of SEO and why it’s essential for you.
Imagine having more people discover your amazing work, whether you’re a consultant, artist, or expert in your field. SEO is like a spotlight that shines on your personal brand, helping potential clients and followers find you more easily. Ready to unlock the secrets? Let’s get started!
SEO Ranking Factor 1: Keyword Research
Alright, let’s dive into the foundation of SEO - keyword research! In simple terms, keyword research is all about figuring out what words and phrases people are using when they search for things online. It’s like discovering the secret language of your audience. By understanding these keywords, you can create content that speaks directly to their needs and interests.
Why Finding the Right Keywords Matters
For brands, choosing the right keywords is absolutely crucial. Think about it: if you want to be found by your ideal clients, you need to know what they’re searching for. Using the right keywords helps your content show up in search results, allowing you to connect with people who are actively looking for your expertise. It’s a win-win!
Imagine you’re a freelance graphic designer. If you optimize your website with keywords like “affordable graphic design services” or “custom logo design,” you’re more likely to attract clients who are searching for those specific services. The right keywords help you stand out in a crowded market and attract the right audience to your brand.
Practical Tips for Identifying Relevant Keywords
Now that we understand why keywords are important, let’s explore some practical tips for finding them:
Use Google’s Search Suggestions: This is by far one of the easiest ways to begin optimizing your site. Start typing a phrase related to your field into Google’s search bar. As you type, Google will provide suggestions based on what other people are searching for. These suggestions can give you great insights into popular keywords!

Look at Competitor Sites: Check out websites and blogs of others in your niche. What keywords are they using? You can gain valuable insights into what’s working for them. Tools like Ubersuggest or SEMrush can help analyze their keyword strategies.
Utilize Free Tools: There are plenty of free tools available to help with keyword research. Ubersuggest is a great option for generating keyword ideas and seeing their search volume and competition level. Simply enter a topic, and watch the suggestions roll in!

Focus on "Low-Hanging Fruit" Keywords
Here’s an actionable insight to help you get started: focus on “low-hanging fruit” keywords. These are keywords that have less competition but still attract search traffic. They might not be the most popular search terms, but they often have strong search intent, meaning people are looking for something specific.
My shortcut to figuring out which low-hanging fruit to target - pay attention to what comes up in sales calls and build content around specific pain points that have surfaced on more than one discovery call with the sales team. Find out what your clients are usually looking to do and sell a solution to their problem instead of your specific product.
So, instead of leaning heavily into a term like “influencer marketing”, I would target creator marketing, which has a fraction of the search traffic, but is synonymous with influencer marketing. Or “brand awareness campaigns” because influencer marketing is a go-to strategy for boosting brand awareness. Or even a term like “working with TikTok creators”. These searches are more intent-focused than “influencer marketing” and more often than not, the prospects who search narrower terms (rather than wider terms) are a bit further along in their buyer’s journey. Which typically means less selling.

With these tips in your back pocket, you’re ready to embark on your keyword research journey! Remember, the right keywords are the foundation of your SEO efforts and can help you attract the audience that matters most to your personal brand.
SEO Ranking Factor 2: On-Page Optimization
Let’s start with the basics: on-page optimization is all about making sure the content on your website is easy for both search engines and users to understand. It's different from off-page SEO, which focuses on things like backlinks from other websites, and technical SEO, which deals with the backend stuff (like site speed and mobile-friendliness). On-page optimization plays a critical role in search visibility because it helps search engines determine what your pages are about and whether they’re relevant to a search query.
Now, let’s break down the key elements you need to focus on to optimize your site for search.
Key Elements of On-Page Optimization
1. Meta Tags
Meta tags are like a preview for search engines, giving them context about what each page is about. The two most important meta tags are:
Meta title: This is the title of your page that shows up in search results. It should be clear, concise, and include your main keyword. And it doesn’t necessarily have to be the same title that shows up on your website.
Meta description: This is a brief summary (under 160 characters) of what users can expect on the page. While it doesn’t directly impact rankings, a well-written description can boost your click-through rate. Quite frankly, Google search if sophisticated enough that you don’t need a meta description, but Google isn’t the only search engine out there in these SEO streets.
2. Headers
Headers (H1, H2, H3, etc.) are important for structuring your content, making it easier to read for both users and search engines. Think of them as signposts that guide people through your content. The H1 tag is your main headline and should include your primary keyword. Subsequent headers (H2, H3) help break up the content into manageable sections, which improves readability and SEO.
3. Content Quality
High-quality, relevant content is the heart of on-page optimization. Search engines love content that provides value to users. So, make sure your content:
Answers questions your target audience is asking.
Is well-written and easy to understand.
Naturally incorporates keywords without overstuffing them.
Remember, quality over quantity. Focus on being helpful and engaging, and search engines will reward you!
4. Internal Linking
Internal links are links that point to other pages on your own website. These links help users navigate your site and signal to search engines that those pages are important. For example, if you have a blog post on a related topic, linking to it within your content can enhance user experience and boost SEO by spreading link equity around your site.
Quick On-Page Optimization Checklist
Here’s a simple checklist to get you started:
Optimize your meta title and meta description with relevant keywords.
Use H1 for your main headline and include subheadings (H2, H3) for structure.
Write high-quality content that answers your audience’s questions.
Add internal links to other relevant pages on your site.
Ensure your images are optimized with alt text that describes the image and includes keywords where relevant.
By focusing on these elements, you’ll make your website much more search-friendly, which will help you rank higher and attract more visitors.
SEO Ranking Factor 3: Link Building
Link building, in simple terms, is the process of getting other websites to link back to your website. These links, called backlinks, act as a vote of confidence from other sites. When search engines see that credible websites are linking to your content, it boosts your website's credibility and can improve your search rankings.
Why Are Backlinks So Important?
Backlinks are one of the top factors that search engines like Google consider when determining where to rank your site. The more high-quality links you have pointing to your site, the more trustworthy and authoritative your website appears. Think of backlinks as word-of-mouth recommendations: the more reputable people (or sites) recommend you, the more trustworthy you seem.
There’s sufficient proof (check here) that not all backlinks are created equal. A link from a well-established website in your industry is much more valuable than a link from an obscure, unrelated blog. So, quality beats quantity here!
A Few Simple Strategies for Gaining Backlinks
You don’t need to be an SEO expert to start building quality backlinks. Here are some straightforward strategies that you can begin using today:
1. Guest Blogging
Guest blogging involves writing articles for other blogs in your industry. It’s a win-win situation: the blog gets fresh content, and you get a backlink in return. Look for blogs that serve a similar audience as yours, and pitch them a relevant topic you can write about. Just make sure the blog is reputable, and always write valuable, high-quality content.
2. Creating Shareable Content
When you create content that’s useful, informative, or visually appealing, people are more likely to share it and link back to it. Examples include infographics, detailed guides, or helpful resources. A few of my favorite ways to continually get links are:
Leaning into stats-heavy content (for instance, years ago when influencer marketing was still relatively new, I published the very first skyscraper / stats post around influencer marketing titled 111 Influencer Marketing Stats. It ranked for more than a year before the space filled up with other publications putting out their own or 25 LinkedIn Stats for Marketers)
Building extensive libraries of content around popular searches (like published four or five interlinked articles and guides about Gen Z and their spending habits.
Building insights hubs (a group of articles that provide a ton of information about a single topic) around topics that I know will be popular in the next one to three years, like Gen Alpha. The website for the National Retail Federation does a fantastic job of putting together insights hubs for retail events. Like this one for the winter holiday season.
3. Networking
Building relationships with other experts and businesses online is a powerful way to earn backlinks. You can start by engaging with them on social media, commenting on their blog posts, or sharing their content. As you develop relationships, you can explore opportunities for collaborations, like joint projects or content sharing, which can lead to natural backlinks.
Actionable Insight
To boost your link-building efforts, create a simple plan that includes:
Outreach: Identify 5-10 blogs or businesses in your niche that accept guest posts or collaborations. Reach out to them with your content ideas.
Content Creation: Build a catalog of content specifically created to generate backlinks. This could include shareable content like guides, infographics, topical hubs, or lists of tips that others in your industry will want to link to.
By making backlink building part of your regular routine, you’ll gradually increase your website’s authority, which will help improve your search engine rankings and drive more organic traffic to your site.
Seo Ranking Factor 4: Thought Leadership for SEO
One key signal I've been seeing on the horizon for the last few years is thought leadership. It's shown up in a variety of different ways - blue checkmarks, Google's E-E-A-T framework, or the rise of the creator as a brand. Even the changes we've seen with LinkedIn features in the last three years - newsletters, webinar functionality, prioritizing multimedia content in-feed, and LinkedIn recommendations (for who you should follow, even if you don't connect). Thought leadership is slowly being prioritized on every social media platform, and now in SEO as well.
What is Thought Leadership in SEO?
Thought leadership goes beyond keywords and backlinks—it’s about becoming a trusted voice in your industry. When search engines see that you’re consistently producing insightful, authoritative content across platforms, they’re more likely to boost your website's rankings. In today’s digital landscape, thought leaders aren’t just experts—they’re credible sources that people turn to for valuable, trustworthy information.
Why Thought Leadership Improves SEO
Increased Trust and Engagement: Search engines, particularly Google, prioritize content that’s created by industry authorities. When your content demonstrates expertise and builds trust with your audience, it’s not only rewarded with better rankings but also greater user engagement. Higher engagement signals to search engines that your content is valuable, helping your site gain more visibility.
More Backlinks from Reputable Sources: Thought leadership naturally attracts quality backlinks. Other websites are more likely to link to in-depth, well-researched content that comes from a recognized expert. And we already know that backlinks are a major factor in SEO rankings. The more you position yourself as an authority, the more valuable backlinks you’ll earn organically.
How to Build Thought Leadership for SEO
Create High-Value Content: To establish yourself as a thought leader, focus on producing high-quality, in-depth content that provides real value to your audience. Write long-form articles, create comprehensive guides, or create videos that solve common problems in your industry. Thought-provoking content also encourages shares, comments, and backlinks—each of which contributes to better SEO.
Guest Appearances: Positioning yourself as a thought leader also means stepping outside your own platform. Look for opportunities to guest blog on reputable websites, participate in podcast interviews, or host webinars. These activities help build your brand authority while giving you the chance to earn high-quality backlinks that will benefit your SEO.
Engage on Social Platforms: Thought leadership extends to how you engage with others online. Be active on platforms like LinkedIn, Twitter, or industry-specific forums. Share your expertise, answer questions, and engage in discussions. Not only does this grow your credibility, but it also keeps your content and name in front of audiences who may link back to your site.
Actionable Insight: If you want to start building thought leadership, begin by creating one comprehensive piece of high-value content each quarter. Whether it’s an in-depth guide, a whitepaper, or an original case study, this type of content will help establish your authority and drive organic traffic.
Conclusion: Zero In on SEO Ranking Factors for Exponential Growth
To wrap things up, investing in SEO is a game-changer for building your personal brand and growing your micro business. From doing simple keyword research to ensuring your site is optimized for search engines through on-page SEO and link building, these strategies can dramatically boost your online visibility.
The beauty of SEO is that it works behind the scenes, helping more people discover your brand without you having to spend tons of money on ads. Over time, you'll see more traffic, more engagement, and more opportunities come your way. Equally as important though is you'll build credibility with search engines.
If you're ready to take control of your online presence, start by implementing just one of the SEO strategies we’ve discussed—whether it's optimizing your meta tags or reaching out to build backlinks. Every small step you take will bring you closer to better search rankings and bigger business growth.
Or, you can call me. On-page search is kinda my jam. 😉
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