The SEO Content Marketing Strategy That's Working Now with Laura Jawad

Most experts don't realize their website is speaking a completely different language than their potential clients are searching for. 😮

The solution is usually pretty simple…

…but it’s easy to miss this entirely because you’re too close to your own work. 

You know exactly what you do. 
You understand your transformations inside and out. 

But your potential clients are searching using very different words. 

If your website isn't speaking their language, you're invisible to them where they are actively looking for someone like you.

Today I’m sharing my interview with Laura Jawad, an SEO strategist who helps service providers build stronger online reputations and connect with people actively searching for their services, on what is currently working in SEO (and the quick win you can get today!)

With a background as a PhD-trained scientist, Laura brings a research-minded, evidence-based perspective to visibility. She’s built two businesses through search herself, and now helps values-led entrepreneurs create long-term, reputation-driven visibility across both traditional search and emerging AI tools.

This is for you if you've been wondering:

• How do I actually attract clients (not just traffic) through SEO?
• What does a realistic content marketing strategy look like for a small business?
• Why does everyone say SEO takes 6–12 months? What am I supposed to do in the meantime?
• Is my website actually saying what I do in a way people can find?
• How do I create content that matters and ranks?

Let's dig in and make it work for you.

Join Laura's free webinar: Get Found in the Age of AI: What's Changed, What Hasn't, and What to Do First So That You Show Up Where Your People Are Searching. Attendees will leave with real, standalone value whether they enroll or decide to take what they learn and run with it on their own. (But trust me, Laura is brilliant - you do not want to miss this!)

➡️ SHOW NOTES: Grab all the links and resources mentioned in this episode on the blog here! https://www.megankachigan.com/seo-content-marketing-strategy-laura-jawad

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*Note: This may contain an affiliate link, which means if you click and buy, I'll earn a commission at no extra cost to you. I never recommend things I don't love or haven't used. 🫶

Join the Why Isn't This Converting?" Free 5-Day challenge to get more clients from your copy by clicking here!

Know exactly what to fix in your copywriting with this "Why Isn't This Converting?" Free 5-Day Challenge. You'll get bite-sized email prompts where you’ll apply one simple, high-impact fix in just minutes to make your content convert without having to re-write everything or constantly guess at what's going to work.

Transcript

If you are an expert who cares deeply about your work, but you are not showing up when people are organically searching for you. Let's make sure that your voice is being found. Today, I am joined by Laura Jawad, an SEO strategist who helps service providers build a stronger online reputation and connect with the people who are actively searching for their services.
 
Megan Kachigan: And what makes Laura's approach different is that she doesn't treat SEO like a marketing hack. She sees it as a public service, which I love and we're going to get into in this episode. She has a background as a PhD trained scientist. Yes. And Laura brings a researchminded evidence-based perspective to visibility. She has built two businesses through search herself and now helps values entrepreneurs create long-term reputationdriven visibility across both traditional search and emerging AI tools. So if you want to become known for something and found by the right people, this is for you. So welcome to the show, Laura.
Laura Jawad: Hey, Megan. Thank you so much for having
Megan Kachigan: Um,
Laura Jawad: me.
Megan Kachigan: I am so glad to be able to have this conversation with you because I know just every one of your LinkedIn posts I'm like, "Dang, that's so brilliant.
Laura Jawad: Oh, thank you.
Megan Kachigan: We need more of Laura." So, okay, I actually want to start off with what size of business is SEO most worth it for?

 
Megan Kachigan: Like, do smaller businesses stand a
Laura Jawad: Wow,
Megan Kachigan: chance?
Laura Jawad: that's a good that's like you got right to it. I love it. Um,
Megan Kachigan: Is that a lot
Laura Jawad: okay. The short answer is SEO is for everyone.
Megan Kachigan: to
Laura Jawad: Okay. Um, it is true that Google and AI tools like really favor a strong brand reputation. So that's why if you go and Google running shoes, you're probably going to get Nike as opposed to like some small startup just trying out their thing. But that's also where the strategies for small businesses are different than the strategies for big businesses. The type of keywords that you go after are different and a small business can build a brand reputation. It's important to remember that when we're talking about these tools, we're generally competing with other businesses like us. Soon you also consider that space, it also makes things a lot more approachable. So whether you're a solo service provider or running a small business or like of course like the enterprise corporations, um there's space for you.
 
Megan Kachigan: Yeah. Okay. Awesome. That is Yeah, good to hear that. Like it's just a different strategy, but there's still room and it absolutely makes sense for businesses of of all of all sizes. And you say,
Laura Jawad: Yeah.
Megan Kachigan: so we talk about like you can build a brand reputation. What what exactly do you mean by that?
Laura Jawad: So, a brand reputation is how you're perceived on the internet, right? It's it's sort of the sum of everything that everyone is saying about you on the internet. And so when I talk about building a brand reputation, um, I'm talking about taking control of that. And so being really intentional about where you're showing up outside of your website. So making sure that you are active on a social media platform, making sure you're pitching yourself to podcasts or um, submitting guest blogs or applying to media inquiries, right? you're appearing in summits or speaking.
Megan Kachigan: Mhm.
Laura Jawad: And you don't have to do every one of these things, right?
 
Laura Jawad: But by doing these things, you are building awareness around your name and you're getting people to talk about you and you are building links back to your own website. And all of these things together form that reputation from a search perspective.
Megan Kachigan: Yeah. So, it's it's like the humans like that too. It you're known among humans, but then also the I don't know bots crawling determining if your website is
Laura Jawad: Yeah.
Megan Kachigan: credible, if you are credible. It that's what tells them yes,
Laura Jawad: Yeah.
Megan Kachigan: she is credible.
Laura Jawad: And that that brand reputation work is so essential to modern SEO. And it's one of the reasons why, you know, people um or a hesitation people have around SEO sometimes is that it's a long-term strategy, right? And people want a quick win. But you have to do digital PR in order to do
Megan Kachigan: Okay.
Laura Jawad: SEO now, right? You have to show up on platforms outside your own website to establish that reputation. And those things have short-term ROI in the immediate brand awareness, in the immediate relationship building.
 
 
Laura Jawad: Um, and so it's something I really love because it really it fleshes out the strategy in a way that makes it feel just more holistic to me. You know, you're not necessarily waiting 6 to 12 months for an ROI because you have to do all these short-term ROI activities in order to make it
Megan Kachigan: Right.
Laura Jawad: work.
Megan Kachigan: Yeah. Yeah. So, okay. I like that. And I feel like that's not talked about as much. I feel like the I don't know, we think SEO, we're like, "Oh, I have to produce a blog every single week." And sure that can help, but what would you say I don't know like I also want to be mindful of like we want to attract clients with SEO, not just traffic.
Laura Jawad: Yep.
Megan Kachigan: So what yeah, what does that look like for
Laura Jawad: So that's the onpage side,
Megan Kachigan: you?
Laura Jawad: right? So a reputa. So Google cares and AI tools care increasingly about the source, not just the content, right?
 
Laura Jawad: And so that's where brand reputation comes into play, but they also have some have to have something to like serve up in search results. You have to create content if you want to show up in search. And content is where you really get to tailor for that um client attraction and conversion. So the type of content you're creating, the way in which you produce the content, all of those things are going to make sure you're actually calling in the right person as opposed to just people.
Megan Kachigan: Yeah. Okay. And then all right. So, I feel like I have heard this debate and I'm like, I don't know, do both sides make sense of you want your content on your website because that is kind of like your credibility hub of Google knows like the like these things about you and you own that content, those blogs, all of those things. But then other people are saying, well, you can build that credibility by like what if you just do LinkedIn articles instead of blogs, for example.
 
Megan Kachigan: Does Google and the AI bots see your content on a social media platform as more or less credible than what's on your website? Or is it more like the quality of the content matters more than like where that content is
Laura Jawad: I think qual quality matters.
Megan Kachigan: placed?
Laura Jawad: I do not think LinkedIn content can replace a website. A website is the only place where you control your
Megan Kachigan: Yeah.
Laura Jawad: perception, right? You control the experience. It's the only thing you own. and content from LinkedIn can support your website SEO in the same way that the other brand reputation pieces do. And LinkedIn is actually a really important part of your page one presence, right? What does it look like when someone Googles your name? It's not just your website. It's also going to be other high authority websites like LinkedIn. And so I think it's a really important piece of the puzzle, but you know, your LinkedIn posts are concise, right? Like they just don't have the meat to replace the type of authority content that you should be creating on your website.

 
Laura Jawad: Um, and your LinkedIn profile can't drive traffic to your conversion pages, right?
Megan Kachigan: Right. Right. So what do you is there a and I'm sure it's nuanced for different types of businesses but is there a general recommendation for you should be blogging generally this many times per month is a good rule of thumb type of thing to be creating this you know quality content that is telling people and bods like hey I am the authority on this
Laura Jawad: I don't think it's a fre a question of frequency.
Megan Kachigan: topic.
Laura Jawad: Um I mean SEO is something where the more you put in the more you get out and so the more you do now the sooner you're going to get that payout. So you know if you're blogging once a week and you're creating really high
Megan Kachigan: Yeah.
Laura Jawad: quality well optimized relevant blog posts because that matters too. um that content is probably going to start performing well in search better than someone who's publishing a blog post every other month, right? But again, it comes down to like how good is that content?
 
 
Laura Jawad: How well optimized is it? And how well is it actually answering the questions that your ideal audience is asking? And so I think, you know, especially if you're starting out, getting some content up on your website quickly is important. And so if you're starting a blog from scratch, I think making the effort to blog with a little more frequency at the beginning is well worth
Megan Kachigan: All
Laura Jawad: it. But as you have more and more content on your website,
Megan Kachigan: right.
Laura Jawad: you know, I don't think any of us are here to um this this your audience isn't trying to make money off their blog like a quote unquote blogger, right? like we're not running ads. The goal isn't just monetization of the eyeballs. So over time that frequency can go down a little bit like as you also update old content um tweak old content so it performs better. Um but early on and there's there's no hard and fast rule. That's the short answer to your question before I ramble too much.

 
Laura Jawad: There's no hard and fast rule.
Megan Kachigan: Yeah. Okay, that makes sense. Um, yeah, sometimes it's nice to like just have something to hold on to, but I agree like there's there's more nuance to it than that. So if someone who is listening is they're so good at what they do, they know that they need to be doing SEO, they've avoided it until now, what would you say is like why is it important to prioritize SEO now? And what's the first step that they could
Laura Jawad: prioritizing it. Now,
Megan Kachigan: take?
Laura Jawad: I I think about this like stock investments, right? Like you invest in the stock market, not because you expect a return tomorrow, but because you want to retire off the dividends. And so, if you think about things like social media, referrals, things like that as your like day job, like bringing in the money today, your SEO is your retirement plan. and it's your 401k, right? It's the thing that's going to let you retire from that stuff in the long run.
 
 
Laura Jawad: And you just have to get started because if if you're starting from scratch, I would expect like a 6 to 12 month runway before you really start pulling in um good hot leads. You know, there's exceptions depending on niche, like whether you're local versus on like fully online. There's, you know, there's variations, but as a ballpark, I would say like give yourself a 6 to 12 month runway. Um, did I answer your question? Yeah.
Megan Kachigan: Yes.
Laura Jawad: Okay. Okay.
Megan Kachigan: Why is it important to prioritize now?
Laura Jawad: I feel like I lost my train of thought there a little bit.
Megan Kachigan: And then what's the first step to
Laura Jawad: Oh, first step. That's the thing that I missed. So,
Megan Kachigan: take?
Laura Jawad: the very first step is going to be evaluating your website to make sure you're using the language that your customers or clients are using. Um,
Megan Kachigan: Wow.
Laura Jawad: after like a couple years of auditing websites, I can tell you that I'm going to say like 80 to 90% of websites I look at, and this is going to sound ridiculous, okay?

 
Laura Jawad: But this is true. People don't even say what they do on their website. They talk about it. They talk around it, right? And this is everything from like a pelvic floor physical therapist that doesn't say pelvic floor physical therapy on their website, the mortgage broker that doesn't say mortgage broker, the Facebook's ad manager that doesn't say Facebook ads management or Facebook ads manager anywhere. The synagogue that doesn't use the word synagogue or temple um anywhere, right? Like we think the words are there. They're not there. So, the very first thing to do is make sure you're using language on your website that is going to connect to the person searching.
Megan Kachigan: That's crazy. That's so I mean,
Laura Jawad: Yeah,
Megan Kachigan: yeah, I get it and I can totally see that absolutely being true because I feel like
Laura Jawad: it blows my mind every single time, but it keeps happening. It keeps happening.
Megan Kachigan: Yeah. I feel like when you say it, you're like, "Duh, that sounds so obvious." But then like the listeners quietly like going to look at their website right now.
 
 
Megan Kachigan: It's like, "Oh, how come I haven't done the obvious thing?" Like because we're not the expert. We don't know. And I feel like it's just this like glaring thing, but it's in so many people's blind spot for some reason.
Laura Jawad: Yeah. And a lot of people will, you know, I think there's two reasons. One is we talk around it, right? So we talk about the service without naming it.
Megan Kachigan: Yeah.
Laura Jawad: But then there's the other thing people do, which is to give themselves cute names to like quote unquote differentiate themselves,
Megan Kachigan: Mhm.
Laura Jawad: but they're things that no one is searching for. And so when you use those cute names instead of the name of what you actually do that people are searching for, no one can find you, right? Like if you call yourself a fitness doula, personal train like people searching for a personal trainer aren't going to find you.
Megan Kachigan: Yeah. I'm not quite sure exactly what that means and it's not something I would type into
 
 
Laura Jawad: Yeah.
Megan Kachigan: Google.
Laura Jawad: Right. But like what I'm saying is people do this, right?
Megan Kachigan: Yeah.
Laura Jawad: Because in their head it makes sense, but it doesn't make sense to searchers. So I,
Megan Kachigan: Right.
Laura Jawad: you know, when you're talking about your website, like you have to take that lens of how is someone searching for my website? And then there's a whole layer of like, you know, technical optimizations that people can do underneath that. There's a whole layer where you need to create content for your website, right? The blog. But at a fundamental level, if you're not using the right words on the page, you can't be found. And that's actually the thing that I'll share with your audience at the end is a keyword research workbook that walks them through this sort of intuitive process of thinking about the words that connect your like the potential clients to the work that you're doing, the words that you should be using on the website because it's such an important and such a fundamental piece that so many people are lacking.

 
Megan Kachigan: Yeah. This is interesting. And as a website copywriter, like knowing I feel like clients are often surprised when they I ask about SEO when writing their website and it's just like, oh, no one's ever asked me that before. It's just like, ah, how are we not thinking about this? And I know, you know, most copywriters don't have SEO because it's two different skill sets, but at the same time, like it's so inter interweaved with each other. So, okay. Okay. So, you're saying literally just say what you do on your website in plain language. Don't talk around it without naming it or like using these cutesy kind of names to differentiate yourself, but it's not what people are actually searching
Laura Jawad: and you can use th you can use those words like in a description,
Megan Kachigan: for.
Laura Jawad: right? It's not that you can't use those words anywhere on your website, but in key places. And so like above the fold in your SEO titles, um, you've got to use the real
 
 
Megan Kachigan: Mhm. Mhm.
Laura Jawad: words.
Megan Kachigan: Are there certain tools you recommend or recommend against when fig like trying to figure out, okay, so what are these keywords that I need to be
Laura Jawad: Yeah. So,
Megan Kachigan: using?
Laura Jawad: kind of the standard tools that people like to use are things like Uber Suggest, like has like SEO keyword tools that you can use for they're premium. You know, you get a couple free passes. My favorite tool personally is something called Keywords Everywhere, which is a browser extension um for Chrome and it essentially puts like search volume and competitiveness data right into Google search results. So you can see when you do a search how many people are searching for that phrase, um how competitive the phrase is. And it gives you that data not just on the term that you're searching, but on all the autocomplete options. And then it gives you like a side panel with um related queries and people also asked queries and things like that. And that's my favorite place to do keyword research because it starts in my head, right?

 
Laura Jawad: It starts with something that I'm like, I think that this is what people are searching for and I can go and look and see are people actually searching for this? Um and of course like that's only one layer because then you have to also ask yourself, is this how my audience is searching for it? Right? like that'll tell you that there is an audience for that phrase and then you have to like add your own discernment there and think about whether or not your specific audience is no tool can tell you that, right? You have to do your own voice of customer research or analysis for that. But in terms of tools, um, Keywords Everywhere is really my favorite by a long shot.
Megan Kachigan: Yeah, I love that it's right there in the like the Google SER there for you.
Laura Jawad: Yeah. Do you use
Megan Kachigan: So,
Laura Jawad: it?
Megan Kachigan: I used a different one. I have used that one before. Now I'm like, oh, I want to go back and try that one

 
Laura Jawad: It's so good. And it's fairly like you do have to pay for it,
Megan Kachigan: again.
Laura Jawad: but it's not expensive.
Megan Kachigan: Mhm.
Laura Jawad: And if you're doing a lot of content work,
Megan Kachigan: Yeah.
Laura Jawad: it is so worth it.
Megan Kachigan: Mhm. Yeah. That's great. And I think so many people are like, "Oh, I'll just ask AI what should my keywords be?" And I don't know if you've you probably experienced this as well like it can give you great recommendations but it's not backed in like what is the volume what is you know the search or maybe it doesn't have the volume or the competitive
Laura Jawad: Unless Yes,
Megan Kachigan: data please tell
Laura Jawad: you're right. You're right. But I just connected Keywords Everywhere to my Claude and so my claude does have access to live search volume data which is amazing.
Megan Kachigan: Oh, so
Laura Jawad: So there are there are things you can do to like kind of juice your AI tools,
Megan Kachigan: smart.
Laura Jawad: but out of the box, they will give you what they call SEO keywords, but they do not have access to any sort of real data around search volume, trends, competition.

 
Laura Jawad: They are making educated guesses. You have to validate anything that you get from an AI tool with something like Uber Suggest or Keywords Everywhere or Seamrush, like something that has a real keyword database attached to
Megan Kachigan: Yeah.
Laura Jawad: it.
Megan Kachigan: Yeah. Yeah. Okay. Oh, that's such a good hack to connect it to Claude. It seems so obvious, but I didn't even think about that. But yeah, for sure validate it with the actual keyword research, not just what it what it's telling you. Um, okay. So, speaking of using AI and how to use it, well, we are seeing AI tools summarizing answers instead of showing links. So, how do we need to be thinking differently about SEO today? And just I think looking forward in the next couple of years, what is the work that we can do now that's really going to compound in light of AI likely only going to grow and become more prevalent.
Laura Jawad: So I think it's important to keep in mind that AI is getting its answers from somewhere.
 
 
Laura Jawad: Right? And so if you want to show up as a citation in those answers, you still have to have a website with pages with good content. We're also seeing that even though clicks are reduced right now because of all these tools, people are coming in warmer and so conversions are higher off of that reduced traffic. So, that's that's just a piece of data to have in the back of your head. Um, the thing that is going to become more and more important as time goes on is as we're creating content for our websites, we have to be creating content that AI can't create.
Megan Kachigan: Oh, that's good.
Laura Jawad: Okay?
Megan Kachigan: Say more.
Laura Jawad: So if AI can generate the blog post for you without your input, it's not going to perform well on your website because AI can generate that. It can create an overview. So we have to create content that really encapsulates our experience, our expertise, our uncopyable perspective that's going to make people want to click and read it.
 
Laura Jawad: So that's anything from,
Megan Kachigan: Yeah.
Laura Jawad: you know, it it's not to say there's no value in producing informational content, but you have to ground that in your experience and your perspective. So like what's your process? What have you seen work and not work in your experience? What questions do your clients ask or where did they get hung up? Right? But then also more case studies,
Megan Kachigan: Mhm.
Laura Jawad: more um more things grounded in how you were successful with a thing as opposed to just a generic how-to, how I did blah blah blah, how I achieved this thing. Um, so really thinking about what what I said initially, how can you create content that AI can't produce so that if it wants to share that information, it has to site you and it gives people a reason to click through to your page.
Megan Kachigan: That's so good.
Laura Jawad: That's it.
Megan Kachigan: That's so good. And I feel like in general like that is if I'm just thinking about copywriting that converts like what you described that is it.
 
Megan Kachigan: That is what people are wanting to click through to anyways. So the fact that the SEO, GEO, AIO, whatever you want to call it, is favoring that as well. It's like how much more important is that? Um, and that fluff AI generated content is just like what like sure you can create it fast, but like what is it really doing,
Laura Jawad: Yeah, I mean I think like I said,
Megan Kachigan: you know?
Laura Jawad: I think there is still some value in producingformational content. I think it still needs to be grounded,
Megan Kachigan: Sure.
Laura Jawad: but I think that, you know, when I think about reasons why I write a blog post, I know not every blog post I write is going to rank on Google. It's not why I write every single one of them. Sometimes it's because I want to create a resource for my audience that I can send them to that's on my website that's in my words and not somebody else's, you know, and that's not necessarily going to rank well, right?
 
 
Laura Jawad: Because could they get the information from AI? Yeah, they sure could. But a lot of my audience would rather get it from my website. So, I give it to them. I think there I just say that to I think sometimes when we think about SEO people get so um rigid in terms of like well what is this page going to rank for and it's like well I don't think that page is going to rank for anything but I think there's still value in producing it you know I think most of our pages should be written with SEO in mind and it's okay to have some pages that are there because they're a good resource for your audience and you're going to share them and you're going to bring eyeballs to them in other ways.
Megan Kachigan: That's great to keep in mind because I think sometimes it's so easy to get overfocused on SEO and you forget about actually well what do my clients just need to hear or would be a great resource for them. Um, a question I get asked a lot is,
 
 
Laura Jawad: Mhm.
Megan Kachigan: well, how do you write in my authentic voice? And I don't think people are necessarily Google searching for that, but it's something I include like when someone signs up for a discovery call with me, it automatically delivers that blog post to them because it's something I get asked, you know, 99% of the the time.
Laura Jawad: a thousand%. Like if you have questions that your clients are asking over and over again, like those should be blog posts so you can send them so you can send them there for the answer.
Megan Kachigan: Yeah.
Laura Jawad: And yeah,
Megan Kachigan: Yeah. I don't have to repeat myself and it it like creates authority for
Laura Jawad: and if Yeah. And if you happen to do a better job explaining that question than anyone else or if you have a unique
Megan Kachigan: me.
Laura Jawad: way of explaining it, like it may do well in search, you know, you just never know. Um, but yes, there are a lot of reasons to produce content.
Megan Kachigan: Yeah. This is this is a good conversation.
 
Megan Kachigan: Um are there any what metrics do you find actually matter for this long term? Like what should we actually have our pulse
Laura Jawad: So metrics are getting harder,
Megan Kachigan: on
Laura Jawad: right? Like that's something that I can't sugarcoat. So I think the the greatest metric is, is my website bringing me more clients? And the best way to identify that is like with a question on your contact form. This answer would be very different if I was talking to again like an enterprise level corporation that had a lot of data like a lot of traffic coming in for small websites it is harder to get good traffic data because it's all sampled right so tools like Google search console doesn't really at at low traffic because of all the privacy considerations it's just not super accurate And I had, for example, someone reach out telling me that after doing what I told them to do, their traffic went through the roof, right? So,
Megan Kachigan: Well,
Laura Jawad: they're already looking for ways to create a leveraged experience because like their one-on-one is at capacity.
 
 
Laura Jawad: So their SEO effort was like this is best case scenario, right? And so I asked for the testimonial of course and I asked for a screenshot of data and she sent me the data and I was so underwhelmed by that data. I was like I can't show this data to anyone like it didn't look like anything but she's telling me right like she's being overwhelmed with inquiries. the data can only show us so much when we're blocking cookies. Like we like our phones are blocking all this information. Um it really comes down to is your website bringing you more qualified leads. If you're tracking data, okay, I don't think bulk traffic is a good indicator, right, for the reasons I just said. and um it aggregates all the keywords driving traffic to your website and some of those keywords aren't bringing you clients. So, in terms of things to track, I like tracking um individual keywords instead of bulk traffic um and you
Megan Kachigan: Thank
Laura Jawad: can track traffic pegged to those keywords or the rankings of those keywords.

 
Laura Jawad: And that's going to be more informative than looking at the traffic overall.
Megan Kachigan: That makes sense. And that's going to tell you what to create more content
Laura Jawad: Yeah. It'll it'll help you identify what what is performing well.
Megan Kachigan: around.
Laura Jawad: How are people finding your website? Yeah.
Megan Kachigan: Good. That's that is super interesting because I don't know I took a cup or a SEO course a couple years ago now and it was all about Google search console and look at your data but it's so interesting that things have
Laura Jawad: There's there's value in the
Megan Kachigan: changed.
Laura Jawad: data. There's value in looking at long-term trends. Like there's I I think the biggest thing you get out of Google Search Console is looking at the queries that bring people to your website. like less about the absolute traffic numbers it's providing
Megan Kachigan: Mhm.
Laura Jawad: cuz you know when you have a lot of traffic the trends are more meaningful and the models that are doing the sampling and the extrapolating can be more accurate at low
 
 
Megan Kachigan: Mhm.
Laura Jawad: traffic it just doesn't work as well but the the information
Megan Kachigan: Mhm.
Laura Jawad: regarding the queries bringing traffic to your website in relative terms is still really really valuable. So, which queries are bringing the most impressions, which queries are bringing the most clicks, right? That's still going to give you information about how um people are finding your website, which gives you information about how do the how does Google understand your website because these are the queries it's passing through, right?
Megan Kachigan: Mhm.
Laura Jawad: And so it gives you opportunities to really tune things on your website and it gives you opportunities to identify like new keywords that maybe Google's associating with your website through context but that maybe you haven't created content around specifically. So there's still a ton of value in having your Google search console hooked up and looking at it. I just think like the bulk traffic number, unless you're getting a lot of traffic, is less valuable these days.
Megan Kachigan: Mhm. Yeah, that is good insight to I don't know. It's just like I I don't know that I would have thought about it that way.
 
 
Megan Kachigan: Um and with how things are changing and that absolutely makes sense. Like I'm blocking cookies every time I go to a website.
Laura Jawad: Yeah.
Megan Kachigan: So yeah, how can I expect those numbers to be fully accurate? So that's great to know. And I mean again, good practice anyways of like on your contact form,
Laura Jawad: Mhm.
Megan Kachigan: always be asking where people are finding you from so that you know where to pour more of your energy into. Um, and I love that you talked about before like how to create good quality content.
Laura Jawad: Yeah.
Megan Kachigan: Like nothing is ever, you know, going to be more important in terms of AI search. And then also just from, you know, a copywriting and marketing standpoint as well, like good quality content is always going to outperform just like the frequency of of turning out a ton of of content, though, you know,
Laura Jawad: Yeah.
Megan Kachigan: frequency can help to some extent as long as it's it's good content. So, um, all right, so let's wrap up with some of our usual questions we ask at the end of the episode here.
 
 
Megan Kachigan: So, what is your favorite part about
Laura Jawad: I think my favorite part about copywriting is that moment when you like come up with the words that just like hit you in the
Megan Kachigan: copywriting?
Laura Jawad: solar plexus, you know, like you finally land on it and you're like, "Oh, yes." Right. Or you write something that like gives someone else that reaction and you know you've nailed it. Yes.
Megan Kachigan: Yes.
Laura Jawad: I'm not a copywriter, right? I think, you know, we've established what my job is, right? Not a copywriter, but I do come up with a lot of words. And so, that is like such a good feeling when you come up with words that really
Megan Kachigan: Yes.
Laura Jawad: hit
Megan Kachigan: Oh, that's so good. That's one of my favorite answers to that question. Um, and what is something about copyrightiting that you wish was easier?
Laura Jawad: coming up with the words.
Megan Kachigan: Yeah, maybe the same thing, right?
Laura Jawad: Yeah.
Megan Kachigan: Yeah.
Laura Jawad: Um, yeah. I think that's it is sometimes it just takes so dang long to find those words.

 
Laura Jawad: They don't come easily to me.
Megan Kachigan: Yeah. No,
Laura Jawad: So,
Megan Kachigan: I think many copywriters would agree with you of like when you get it, when you nail it, it makes it sound so effortless, but it took a lot of effort to get there and to do the research and to still down and to like Yeah. really nail. Oh, that is the thing where people just feel like, oh my gosh, she is speaking directly to me.
Laura Jawad: Yeah,
Megan Kachigan: Yeah. Good. Um, and what is a small joy outside of business that is fueling you right now?
Laura Jawad: I'm learning Spanish. Yeah, I've been going to Mexico the last two I've gone the last two years.
Megan Kachigan: Oo.
Laura Jawad: isn't going again this year and I feel like it's time like I can't be that person who keeps going to Mexico and cannot speak the language. So I have been learning Spanish and it's been so much fun. Um, and I love I love learning things, so I always kind of have like a back burner project that's um some Yeah, currently it is it is Gosh.

 
Megan Kachigan: Yeah, fun. Good. That is definitely on my list as well. I knew it better, you know, in college. I studied abroad there and spent a whole summer in like truly like the heart of Mexico. Um, and really cultural and just oh, it was it's such a good memory. But having not live, you know, when you don't live in the country and you don't speak it regularly, then it's much harder to keep up with.
Laura Jawad: Yeah. And I have no sp I have no background so it's new to
Megan Kachigan: But that's okay. Okay. Um,
Laura Jawad: me.
Megan Kachigan: good. Oh, that's so excited. I'm I'm very excited for you for that. And how can we connect with you? How can our listeners connect with you? Um,
Laura Jawad: Yep.
Megan Kachigan: they want to keep in touch.
Laura Jawad: Um my website is my favorite platform laurajawadmarketing.com. So come visit me. Um, I do have a keyword research workbook for you called SEO Simplified.
 
 
Laura Jawad: And we talked about it a little earlier in the episode, but I designed this workbook to help walk you through the process of identifying the
Megan Kachigan: Mhm.
Laura Jawad: words that will connect your website with your ideal client. Um, I will leave that to Megan to put the link on in the show notes. Um, but sign up for that. It will also put you on my newsletter and then you have a line to my inbox. So if you have any questions, I always love I I always love waking up to those. So connect with me there.
Megan Kachigan: Yes. And I can testify her emails are good. Her emails are good.
Laura Jawad: Uh thank you.
Megan Kachigan: It's a email list you actually want to be on.
Laura Jawad: Thank
Megan Kachigan: Oh, perfect. Well, that ties in so well to our conversation.
Laura Jawad: you.
Megan Kachigan: It's a perfect next step for people who want to really take this seriously and like you said, kind of, you know, create that retirement account quote quote unquote so to speak for your for your business.
 
Laura Jawad: Mhm.
Megan Kachigan: Um, it's worth it. So, thank you so much for sharing your expertise with us
Laura Jawad: Thanks for the invitation,