Ep. 321: The Problem SEO Can’t Fix: Why People Aren’t Choosing You

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This may be one of my most passionate solo episodes yet because we're talking about something I LOVE: messaging.

I know. “Messaging” sounds like such a generic marketing word.

But messaging is FULLY loaded.

It can take your marketing from meh to WOW.
From scroll past to stop.
From drive right by to pull over.
From “that's nice” to “OMG, this is exactly what I've been looking for.”

And sometimes, that shift comes from surprisingly small tweaks.

Recently, I started working with a business owner who had invested in a beautiful new website and SEO. Her numbers showed that website traffic was increasing.

But she told me:

“Melissa, my phone isn't ringing.”

She'd tried the website. Postcards. Social media. Networking. She was doing the things and getting increasingly frustrated that none of it seemed to be translating into leads.

Here's the thing:

Her SEO may have been doing exactly what it was supposed to do. It was getting people there.

But getting found and getting chosen are two different things.

In this episode, we're breaking down the different layers of marketing: how SEO and keywords help you get found, why more traffic doesn't automatically mean more customers, how to recognize a potential messaging problem, and why simply putting the same copy on MORE marketing channels won't fix a message that isn't connecting.

Because more visibility isn't always the answer.

Sometimes you need to make sure what you're saying actually makes the right person stop and say, “YES. That's for me.”

And THIS is my sweet spot.

If you've been doing all the marketing: website, Google, social, postcards, networking, signs, and wondering “Why am I working this hard for so little?” this episode is for you.

Your GO-TO LINK for all things Visibility-: Local Visibility Optimization, Your Visibility Audit, Your Rebel Woman Life Map™  and Your Sweet Spot Assessment. 

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In 2009, Melissa Rose started her business, The Dancing House, in the basement of her home. There, she taught the art of dance to students of all ages while her babies were right along with her, in the pack and playing.  With passion, resilience, and tenacity, she created a business that has become "The Highlight of Your Week" for her tribe, her team, and her community, along with running a successful brick-and-mortar business and an online dance membership.

When she’s not leading her studio team or recording The Visibility Podcast, Melissa helps business owners stop spinning and start positioning, so they become the clear, confident choice in their community.

Off the clock? She’s clinking glasses of Sauvignon Blanc with her partner, loving on her five amazing kids, hiking the trails, or digging in the dirt. 

EMAIL TO MY COMMUNITY incase I write a book:

We are officially in what I like to call Super Bowl season around here, and I think we're approaching halftime. 😆

The Dancing House is a few weeks into our 18th season, classes are rolling, and overall, we're feeling really strong. The beginning-of-the-school-year novelty has officially worn off, everyone is settling into their routines, and yes, we're all a little tired. But it's good. Really good. We have some work to do yet, and we're pushing through.

Behind the scenes, I've also been continuing to spruce up Hummingbird Estates and get the property ready for fall. As much as I LOVE playing in my gardens, I've finally had to admit there are simply not enough hours in the day to do everything I want to do out there.

So... I've hired some help.

And you know what? That feels REALLY good.

What's especially cool is that some of the traction I'm getting from my Local Visibility work has allowed me to say, Yep. I can delegate this. The business grows, I get some time back, someone else gets paid to do something they're great at, and I can focus my energy where I'm most valuable.

That's the goal, right?

Which brings me to this week's podcast because this one is VERY real-time for me. It might actually be one of my most passionate solo episodes yet.

We're talking about messaging.

I know. Messaging sounds like one of those generic marketing words we throw around all the time.

But messaging is FULLY loaded.

It can take your marketing from meh to WOW. From scroll past to stop. From drive right by to pull over. From "That's nice" to "OMG. This is exactly what I've been looking for."

And sometimes the difference is just a few words.

Recently, I started working with a business owner who had invested in a beautiful new website and SEO. And according to the numbers, it was working. Her website traffic was going UP.

Except she said something to me that stopped me:

"Melissa, my phone isn't ringing."

She had done the website. She was posting on social. She had tried postcards. Networking. All the things we're told we're supposed to do.

So naturally, she was getting frustrated.

But here's what I realized as we started digging into it:

Her SEO might not be the problem at all.

SEO was doing its job. According to the stats, people were finding her.

They just weren't choosing her. Ouch.

And those are two completely different problems.

You can drive more traffic to your website. You can post more often. You can send more postcards, put up more signs, add another social platform, and throw more money at SEO.

But if the message isn't connecting with the person who lands there, you're simply putting the same message in MORE places.

More visibility isn't always the answer.

What? I know. But hear me out.

Sometimes we need to stop and ask: When the right person DOES find me, does what I'm saying make them immediately think, "YES. This is for me"?

THIS is my sweet spot, you guys.

I love digging into the words. I love figuring out why something isn't connecting. I love taking something from generic and "meh" and making the tiniest tweak that suddenly makes you go, THERE IT IS.

Because getting found is only the first step.

Getting found gets them to the door. Messaging gets them to walk through it.

That's what we're digging into on this week's episode of The Visibility Podcast, and if you've been doing ALL the marketing things and wondering, Why am I working this hard for so little? I really want you to listen to this one.

It's passionate.

It's practical.

It's very Real Melissa. 😂

And I think it may help you identify which layer of your marketing actually needs your attention: before you spend another dollar trying to get more people to see it.

As for me, I'm going back to Super Bowl season over here. Classes to teach, clients to help, fall gardens to enjoy... and now, thankfully, someone else to help me pull a few weeds.

Have a beautiful week, friend.

Go be the clear choice.

P.S. If this episode makes you realize, "Oh sugar, people ARE finding me... they're just not choosing me," that's worth paying attention to. Listen to the episode first. Then go look at your website, Google Business Profile, and social media through the eyes of someone discovering you for the very first time. What are they actually hearing?