The Visibility Strategy: Getting Out of The Shadows and Into the Spotlight with SEO
When I first started learning SEO through my mentor at a marketing agency, I found that the introverted side of me was especially intrigued.
I still got to do what I loved—help amazing small businesses grow and thrive—while working behind the scenes doing the work most people don’t see: behind-the-curtain audits, technical fixes, copy tweaks.
And I got this sense that just like much of my work, I was invisible too. I didn’t have to show my face, except over a couple of Zoom calls. I didn’t have to be seen.
A few years ago, when I decided to go out on my own after my maternity leave ended, I knew that would have to change.
Since starting Optimized by Jen, I’ve been on my own journey of challenging what it means and looks like to be visible. I’ve gone back and forth with the stories that kept me stuck in the shadows.
Today, I’m going to share with you everything I’ve learned about the energetics of visibility. We’ll explore the possible reasons you might struggle to be seen and the simple shifts you can start making to step into the light—the spotlight that allows you to share your gifts, have a greater impact, increase your confidence, and make bank doing it.
Why Does Having a Visibility Strategy Matter?
Seen, unseen. Spotlight, anonymity. Who cares? Your clients do.
I started following a local business I thought was really cool on Instagram last year. The business itself got my attention—but it was a post of the family behind it that really facilitated a deeper connection for me.
That one post was pretty powerful—it made the brand personal. It actually led to a coffee with the couple, swapping services, and a collaboration.
That’s just one small example, and one post. Educating, informing, and inspiring are important parts of an online presence, but the magic really happens when you facilitate connection by letting people get to know you with ease.
Second: You might think you don’t care, but you do.
If you own a business, you probably don’t shy away from growth. You embrace it. So why should visibility be any different?
Challenging your comfortability with being seen is one of the most cringe-inducing, second-guessing experiences you’ll go through. You’ll have plenty of those “why am I doing this” moments. But on the other side is the next level of you; a more expansive iteration of the person you’re becoming.
Your energy, confidence, and clarity will magnetize the people who need you—and you’ll realize the person you needed to become was on the other side of challenging being seen.
Obstacles to Visibility
You might be surprised to learn what’s keeping you stuck in the shadows—or not. The very things that stand in our way of being seen aren’t just things that impact our businesses. They also show up in our friendships, our relationships, our hobbies.
Visibility Wounds.
Visibility wounds stem from past experiences where being seen led to rejection, criticism, exclusion, or embarrassment. Over time, your nervous system decided that it’s safer to stay small.
If you’ve ever had thoughts like…
“If I speak up, I expect a negative reaction.”
“People don’t like me when I shine.”
“It’s safer to support others than be front and centre.”
…visibility wounds might be influencing you.
Imposter Syndrome.
Ahhhh, our old friend imposter syndrome. I think most of us have been there: Experiencing fear that you’re not actually qualified, experienced, smart, or successful enough to take up space… and it’s only a matter of time until everyone sees it.
But usually, that’s all it is: Fear. You’ve probably already provided an incredible service or produced amazing results for your client, but you’re having trouble believing that.
Instead, you’re overwhelmed with thoughts like…
“Who am I to talk about this?”
“There are so many people more experienced at this than me.”
“I need to do more before I show up.”
It might be hard to accept, but the truth is you are ready—you just need the courage to take the next step.
Visibility Myths.
What does it take to stay visible online today? There are a lot of false beliefs about what you have to do to be seen.
If you think that…
You have to post every day
You need a big audience to be taken seriously
You have to be loud or extroverted to win
…you might be surprised to learn the truth:
Consistency posting > constantly posting. Produce content that’s clear, helpful, and unique.
Having a tight-knit fan club is far better than 100,000 lurkers on any day.
Introverts who learn to show up in their own way can become ultra-visible while still staying true to themselves.
You don’t have to burn out to be visible, especially with the right SEO strategy. SEO is a long-term strategy for building your online presence, allowing you to show up in a way that feels sustainable. More on that later.
Subconscious Stories that Sabotage Your Success.
If 3 of your dreamiest clients came barging through your (digital) door today, would you be ready? And I’m not just talking about having the systems and processes inside your business in place—I’m talking about internal belief systems.
In order to embrace success, whatever that looks like for you, you have to be able to hold it.
Marketing Strategies for Being Seen
There are many different avenues you can take for increasing your online visibility. This list isn’t exhaustive—just a few of my favourites—specific methods I’ve seen increase visibility and confidence time and time again.
Get new brand photos. If you want to step into the spotlight feeling like your best self, having the right photos to back you helps. Amazing, on-brand photos are an amazing update to your (hopefully optimized) website and Google Business Profile. Plus, it will give you tons of visual content to start using on social media too. Which brings us to…
Be consistent on social media. It’s a myth that you need to show up every day on social media to attract your right-fit audience. Showing up consistently with a clear, unique message is far more important. Whether you’re posting on Instagram, TikTok, Facebook, or somewhere else, set a pace you can sustain and stick to it.
Invest in an SEO Strategy for standing out in search results. Nothing says “I’M HEREEEEE” like showing up in the top spot on Google. Showing up high in search results automatically adds to your credibility and authority, even with cold leads. A great SEO Strategist (like me) helps you implement a unique strategy that feels true to your business and brand while increasing your traffic from traditional search engines and AI search too.
When cool clients find you easily, it’s like a magnet is drawing them in right to you. If you’re ready, let’s chat and make SEO magic together.
Join networking/co-working groups. This has to be one of the most underrated ways to embrace being seen by business owners—yet it’s one of the most powerful. Joining a group, like a networking group or a coworking group, allows you to make meaningful personal connections with people who you relate to. If you’re new to it, it can take time to let your guard down. But once you set your authentic self free, you’ll see that being perfect isn’t a prerequisite for being seen. We all have our imperfections, our own struggles, but that doesn’t make our gifts any less worth sharing.
Embrace the Visibility Strategy Your Business Has Been Waiting For
A visibility strategy is exactly the kind of marketing strategy you need if you’re ready to start showing up boldly, unapologetically, and higher in traditional and AI search results. You can customize it the way you want to—whether that means revamping your whole website from head to toe with fresh brand photos and optimized copy, regularly posting on social and chatting on stories, or sharing what you have to offer on YouTube, Pinterest, and more.
Whatever it looks like for you and your business, an SEO strategy can help. Let me help you step into a whole new level of being, seen and loved by the coolest clients you can dream of.
