How to Simplify Your Marketing with SEO w/ Stephanie Bilinsky

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Many small business owners feel overwhelmed by the constant need to be active on social media to attract clients. But what if there was a way to ease that pressure and allow your business to grow without the constant hustle? Enter SEO (Search Engine Optimization). In this blog post, we’re diving into a conversation I had with Stephanie, an SEO copywriter and the founder of Brandscended, who helps small businesses connect with their dream clients through high-quality, SEO-optimized content.

Let’s explore Stephanie's journey and how SEO can help you simplify your marketing efforts, attract leads, and grow your business—without burning out.

Meet Stephanie: From Academia to SEO Copywriting

Stephanie’s journey to becoming an SEO copywriter wasn’t a straight path. She initially pursued a PhD in anthropology and planned to become a professor. But after witnessing burnout and low pay in academia, she decided to make a change. Stephanie transitioned to teaching special education, but even then, she found herself craving more flexibility, especially after having her first child.

That’s when she discovered SEO copywriting. “I started my business because I wanted more freedom and flexibility,” Stephanie shared. “I noticed that many entrepreneurs were burning out trying to market their services on social media, but they didn’t have to. SEO can take the pressure off and help business owners focus on what they do best.”

Today, Stephanie uses SEO to help her clients attract leads, establish authority, and simplify their marketing efforts—all without the constant need to be visible on social media.

What Is SEO and Why Is It Important?

If you’re new to SEO, Stephanie explains it simply: “SEO is what you do to your website to get found on Google. When someone enters a search query, you want to be on the first or second page of results.”

For financial professio

nals and other service-based businesses, SEO is essential because it helps you get in front of your clients before they even realize they need your services. By answering their questions through blog posts and website content, you establish yourself as an expert in your field. Then, when they’re ready to hire, you’re the first person they think of.

Stephanie notes that SEO is particularly valuable because it reduces reliance on other marketing channels, like social media. Unlike an Instagram reel that might get buried in a few days, a well-written blog post can continue driving traffic to your site for months or even years.

Why Blogging Is Still Relevant in 2024

You might have heard people say, “Blogging is dead.” Stephanie disagrees. While social media algorithms constantly change and demand frequent updates, blog posts offer long-term value. Not only do they help with SEO, but they’re also an effective way to educate potential clients and showcase your expertise.

Google still prioritizes high-quality blog content in search results, and even as AI-driven search tools evolve, they rely on top-ranking blogs to provide accurate information. “Blogging is not dead,” says Stephanie. “It’s still a very powerful marketing channel, especially for businesses that want to reduce their reliance on social media.”

So, if you’ve been wondering whether blogging is worth your time—especially as a financial professional—the answer is a resounding yes.

Where to Start with SEO

If you’re ready to dive into SEO but don’t know where to begin, Stephanie has some straightforward advice. First, you need to figure out what you want to be known for. For example, if you’re a financial professional in Philadelphia, you might want to be found for keywords like “Philadelphia accountant” or “financial planner.”

From there, create what Stephanie calls a “cloud of keywords”—related topics and questions your ideal clients might search for. Think of all the questions your potential clients have before they even realize they need your services. This is the foundation for your content strategy.

For example, you could create blog posts answering common questions like “What’s the difference between personal and business taxes?” or “What is a fiduciary?” By addressing these topics, you provide valuable information that not only attracts traffic but positions you as an expert in your field.

The Importance of Keyword Research

Stephanie recommends a few tools for keyword research, including Google Search Console and Ubersuggest. Google Search Console helps you see what keywords people are already using to find you, while Ubersuggest allows you to explore new keywords based on search volume and difficulty.

For those just getting started, Ubersuggest offers a free version with limited searches per day. As Stephanie advises, focus on keywords with a high search volume and low competition, and don’t be afraid to dive into niche topics that may not get as much traffic but are highly relevant to your ideal clients.

Avoiding Keyword Stuffing

One mistake Stephanie warns against is keyword stuffing—using your target keywords too frequently in your content. This not only feels spammy to readers but can also hurt your SEO. Instead, aim for a keyword density of 1-2 times per 100 words.

Thankfully, tools like Yoast (available for WordPress) help you optimize your posts by highlighting areas where you can improve your keyword usage, add meta descriptions, and enhance your overall SEO.

How SEO Relieves Marketing Pressure

One of the biggest benefits of SEO, according to Stephanie, is the freedom it provides. “When my dad had a health issue last year, I couldn’t show up on social media. But I was still getting leads thanks to my SEO efforts,” she shares. SEO allows you to step back from the constant need to create social media content, giving you more time to focus on your clients and your personal life.

SEO is a long-term strategy that works even when you’re not actively promoting your business on social platforms. This is especially important for financial professionals who have busy seasons, such as tax time. A strong SEO foundation ensures your business is still visible, even when you’re not.

Simplify Your Marketing with Repurposed Content

If the idea of maintaining both an SEO strategy and a social media presence feels overwhelming, Stephanie offers a simple solution: repurpose your content. For example, create one video and post it across multiple platforms, like Instagram, TikTok, and LinkedIn. “I know it’s ideal to create native content for each platform, but as a solo entrepreneur, repurposing content is perfectly fine,” she says.

By repurposing content, you save time while still reaching your audience on different platforms. Plus, not everyone consumes content in the same way—some people prefer blogs, while others love podcasts or social media videos.

Tools to Get Started with SEO

If you’re ready to start optimizing your content for SEO, here are some tools Stephanie recommends:

• Google Search Console: Free tool to track how your site performs in search results.
• Yoast SEO Plugin: Great for WordPress users to optimize blog posts and pages.
• Ubersuggest: A keyword research tool with both free and paid versions.

And don’t forget to grab Stephanie’s Free Guide to Alt Text, which teaches you how to optimize your images for SEO and make them accessible for users with screen readers. You can download the guide here.

Final Thoughts: Focus on Storytelling and SEO

When you’re limited on time, Stephanie recommends dedicating one hour a week to creating a high-quality blog post. By focusing on topics your clients care about and incorporating storytelling into your content, you’ll build a strong SEO foundation that helps attract leads and grow your business—without the constant hustle of social media.

If you’re ready to start your SEO journey and want to learn more, connect with Stephanie on Instagram, LinkedIn, or TikTok, and be sure to check out her newsletter for weekly SEO tips!