Mastering SEO for Your Blog and Website: Insights from Rachel Lindteigen of Etched Marketing
In today’s digital world, where visibility is everything, understanding and applying search engine optimization (SEO) can be a game changer for your business. We recently had the pleasure of speaking with Rachel Lindteigen, founder of Etched Marketing and a 20-year veteran in the digital marketing industry, on the Workergenix Mastermind podcast. Rachel’s journey from journalism to SEO is full of lessons and practical strategies that can transform the way you think about your website’s searchability and your content’s effectiveness. Here are some of the key takeaways from our enlightening conversation.
Why SEO Matters More Than Ever
Have you ever wondered why some websites seem to show up every time you search for something, while others are buried pages deep? That’s the magic of SEO. But what exactly is it, and why should you care? Rachel explains, “SEO stands for Search Engine Optimization. It’s about making your content easier for search engines to understand and, as a result, more likely to be shown to people actively searching for your content or services.”
Unlike paid ads that interrupt a user’s activity (think about the Facebook ad you scroll past), SEO targets users who are already looking for what you offer. “The click-through rate for organic search results is exponentially higher than that for paid ads,” Rachel highlights. In fact, the number one organic search result on Google captures about 37% of clicks, a striking difference from the typical 1% click-through rate of ads.
Where to Begin with SEO: Know Your Audience
Rachel emphasizes that before you even think about keywords, you need to know your ideal client. “Who are you helping? What questions do they have? What problems are they looking to solve?” she asks. Creating an ideal client persona helps you understand what content will be valuable to them.
“Think of your ideal client as well as you know your best friend,” Rachel suggests. Once you have a clear picture of who your audience is, create content that answers their questions and provides genuine value. This isn’t just good marketing; it’s the foundation of effective SEO.
Keyword Research: The Gateway to Visibility
Once you know your audience, it’s time to dive into keyword research. Rachel shares a case study of a Montessori preschool in a Houston suburb. “We targeted not just ‘Montessori preschool’ but expanded to terms like ‘preschool’ and ‘daycare,’ gradually working up to higher-competition keywords.” This strategy took time—about four years to fully dominate their niche—but it was worth the investment.
Rachel also explains how understanding specific search terms can yield big results. She cites a coaching client who discovered that the keyword “AUDHD coach” had 14 times the search demand compared to “ADHD coach.” Just by optimizing her content for this keyword, her search rankings improved by eight pages in two days.
The lesson? Use a keyword research tool to find terms your audience is using, and don’t be afraid to think locally if you’re a service-based business. Keywords should reflect not just what you do, but also where you do it.
The Timeline of SEO Success
Many business owners want to know: how long does it take to see results from SEO? Rachel is clear that it’s not an overnight process. “You’re looking at 12 to 24 months to see significant results, but you’ll have smaller wins along the way,” she explains. Think of it as a long-term investment, like a retirement account. Small, consistent efforts over time can yield exponential growth in organic traffic.
Writing Content: Avoid the AI Pitfall
With the rise of AI tools like ChatGPT, many content creators are tempted to use AI to write blog posts. Rachel warns against relying solely on AI. “Google has cracked down on AI-generated content that’s not helpful or accurate,” she says. While AI can help with brainstorming ideas or creating outlines, your content still needs a human touch to be valuable and trustworthy.
Rachel also mentions the importance of helpful content. Google’s updates penalize websites that host unhelpful, generic content. Your focus should be on creating unique, user-friendly articles that address your audience’s needs.
Local SEO and Google Business Profiles
For local businesses, optimizing your Google Business Profile is crucial. Rachel advises, “Set it up yourself. It takes five to ten minutes, and you don’t need to pay anyone to manage it.” Ensure your profile is complete with accurate business hours, a detailed description, and relevant keywords. Your Google Business Profile might even rank higher than your website on search results, giving you valuable visibility.
Creating a Consistent Content Strategy
Rachel’s ultimate advice for content strategy is to be consistent. “If you have the capacity, aim for one blog post a week,” she suggests. Each well-optimized blog post is a new opportunity to rank on Google and drive organic traffic. It’s not about creating content for content’s sake but about providing meaningful information that serves your audience.
Resources to Get Started
Rachel has developed several resources to help small business owners master SEO. She offers a Beginner’s Step-by-Step Guide to SEO and a 101 Webinar that walks you through the essentials of optimizing your content. “You don’t have to be tech-savvy to do SEO,” she says. “If I can master it, you can too.”
Her key message is to start now. Learn the basics, implement what you can, and understand enough to be able to hand it off if you choose to outsource. Protect your business by being informed.
Check these out
Check out Rachel’s Simple SEO Podcast & visit her website for more information about her FREE SEO class. Remember, SEO is a journey, not a sprint—but the results are well worth the effort.
You can also listen to this episode here:
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Join our newsletter for the latest VA strategies and insights straight to your inbox every week!Transcript:
Harley Green
Hey everybody, welcome to the WorkerGenix Mastermind podcast. Today, we have a special guest who will be sharing insights on SEO optimization for blogs, websites, and tips to ensure you rank number one when potential clients are searching for you. Rachel Lindteigen, founder of Etched Marketing, brings 20 years of experience as a self-described “word nerd” who loves writing and thinking about writing but isn’t technical. Rachel, welcome to the podcast.
Rachel Lindteigen
Hi, thank you so much for having me. I’m thrilled to be here today.
Harley Green
Rachel, you have an impressive 20 years of experience. What brought you to this point with Etched Marketing?
Rachel Lindteigen
I started my career studying broadcast journalism, thinking I’d become a reporter. However, I quickly realized it wasn’t financially sustainable. I transitioned to marketing—a field my father had always encouraged me to explore. At the same time, digital marketing was emerging, and platforms like Google were evolving. I worked in various roles, from local marketing and event management to corporate and agency work, all of which deepened my passion for content and digital strategy.
One turning point was in 2012, during the era of Google’s Panda and Penguin updates, where creating high-quality, authentic content became essential. This shift made my journalism degree, once undervalued, incredibly sought after. My diverse background enabled me to transition into digital marketing seamlessly.
I eventually founded Etched Marketing to teach small business owners how to navigate SEO and content marketing in a non-technical way. My mission is to simplify SEO and help others use it to grow their businesses.
Harley Green
For business owners just starting out, SEO often feels overwhelming. What exactly is it, and why is it so important?
Rachel Lindteigen
SEO, or Search Engine Optimization, is about making your content—whether it’s a blog, website, or podcast—easier for search engines to understand. This increases the likelihood that your content will appear when someone searches for relevant topics.
Unlike ads, which interrupt people as they scroll through social media, SEO targets users actively looking for your product or service. This leads to higher conversion rates and greater trust since consumers tend to prefer organic search results over ads.
Harley Green
Where should someone begin if they’re new to SEO?
Rachel Lindteigen
Start with the fundamentals:
- Know Your Ideal Client: Understand who they are, what questions they have, and how you can help them.
- Keyword Research: Use tools like Google or a keyword research platform to identify terms your audience uses to search for your offerings.
For local businesses, focus on “local SEO” by targeting keywords that include your city or community. For example, a Montessori school I worked with ranks for keywords like “Montessori preschool [city name]” and “daycare [city name].” Over time, this strategy has driven 60-80% of their leads.
Harley Green
What kind of timeline and investment should someone expect when implementing SEO?
Rachel Lindteigen
SEO is a long game. Typically, you’ll see significant results in 12-24 months. That said, small wins can happen sooner. For example, one of my students updated her website with a new keyword and moved up eight pages in Google rankings within two days.
If you hire an expert, expect to invest around $2,000 per month for a comprehensive SEO program. Alternatively, you can learn SEO yourself. I recommend dedicating an hour a week to learning and creating one blog post weekly. Each optimized post is another opportunity to rank and attract clients.
Harley Green
There’s a lot of buzz about using AI for content creation. Can AI replace traditional SEO practices?
Rachel Lindteigen
AI tools like ChatGPT can be useful for brainstorming and creating outlines, but they shouldn’t write your content. Google prioritizes high-quality, original content, and AI-generated text often lacks depth or accuracy.
Avoid shortcuts like buying backlinks or overusing AI-generated posts. These tactics may yield temporary results but can harm your website’s long-term rankings when Google inevitably cracks down.
Harley Green
How do Google Business Profiles tie into SEO strategies?
Rachel Lindteigen
A Google Business Profile is essential for local businesses. It allows potential clients to find you on Google Maps and local search results. Setting up your profile is free and straightforward—don’t fall for scams that charge for setup or management. Include relevant keywords in your description, update your hours, and add a few photos.
Sometimes, your Google Business Profile will rank higher than your website, which is fine because it increases your visibility.
Harley Green
You’ve shared so much valuable information. Do you have resources for listeners who want to dive deeper into SEO?
Rachel Lindteigen
Yes! I offer a beginner’s step-by-step guide to SEO, which includes a checklist for optimizing website pages and blog posts. I also have an SEO 101 webinar that helps business owners decide whether to tackle SEO themselves or outsource it. Both resources are available on my website.
Additionally, my podcast, The Simple SEO Podcast, provides actionable tips for organic marketing and ranks as one of the top marketing podcasts on Apple.
Harley Green
Thank you, Rachel, for sharing your expertise. We’ll link all your resources in the description. Everyone, be sure to check out Rachel’s website and podcast to learn more about mastering SEO.
Rachel Lindteigen
Thank you so much for having me. It’s been a pleasure.
