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Why SEO is the Ultimate Business Self-Care with Jessica Freeman [Ep 74]

SEO is Self-Care: Why Your Business Needs More Than Just Instagram

I recently had the chance to chat with Jess Freeman, founder of Jess Creatives, on the Beyond the Systems podcast. Jess has spent 14 years transforming websites into high-impact business assets, and our conversation was an eye-opener about SEO that I couldn’t wait to share with you.

Remember when everyone was saying “you don’t need a website, just be on Instagram”? I started my business journey right before COVID hit, and from 2020-2023, it felt like Instagram was the only marketing platform that mattered. Fast forward to today, and we’re seeing a dramatic shift back to websites, SEO, email marketing, and podcasting as Instagram becomes increasingly saturated and the algorithm makes organic reach nearly impossible.

As it turns out, there’s a compelling reason for this shift back to basics—and it might just save your sanity.

SEO as Self-Care: The Mindset Shift You Need

One of the most powerful concepts Jess shared was this: SEO is self-care.

Social media can be overwhelming, sometimes negative, and always demanding. As Jess put it, “Sometimes it feels like the world is on fire and I just don’t want to open social media right now.”

With SEO, your content keeps working for you even when you need a mental health break from posting. It allows you to still be visible to potential clients even when you’re on vacation or simply need time away from the constant demands of social feeds.

Jess shared a personal example of this: a blog post she wrote 5-6 years ago about why business owners shouldn’t use Wix for their websites recently brought in a new client. The post appeared in Google’s AI summary when someone was searching about website platforms. That post has been quietly generating leads for years with minimal maintenance. Contrast that with Instagram posts that vanish from feeds within days (or hours).

“I know when people are like, ‘I don’t have time for SEO’… do you know what I did for that post? I wrote the post, I published it. And then that’s about it,” Jess said. “I’ve probably gone in and just reviewed it, tweaked it once or twice. But it’s not something that I’m like every month updating.”

SEO vs. Social: The Numbers Don’t Lie

When comparing her social media presence to her SEO results, Jess’s experience is telling:

  • Instagram: ~4,500 followers, typically getting 20-ish likes and 200-300 views per post
  • SEO: Thousands of website views every month, consistently

That’s not just impressive—it’s the difference between constantly chasing engagement and having a system that works for you in the background.

Why SEO Feels So Complicated (And Why It Doesn’t Have To Be)

Google has over 200 ranking factors, which can make SEO feel instantly overwhelming when you start researching it. Add in the technical language (backlinks, alt text, meta descriptions), and it’s no wonder many business owners close their laptops and decide “that’s not a project for today.”

The keyword research alone can be frustrating, especially since most good tools require payment, and the free versions offer limited information.

But Jess offered a simplified approach for those just getting started: “Even without keyword research, just think about what do you want to be associated with? What do you want to be known for?”

Being specific in your content makes a massive difference. Instead of writing a blog post called “Five Breakfast Smoothies” (which would never rank), make it “Five Protein-Packed Vegan Smoothies for Kids.” The more specific and niche your content, the better chance you have of ranking.

Do You Really Need a Website?

Jess doesn’t believe everyone needs a website from day one. If you’re just starting out and still figuring out your messaging, services, and ideal clients, you might be better off gaining experience first.

“Your website is going to be so much better when you have very, very clear messaging and you’re very sure of your packages and services,” Jess explained.

The websites that struggle most are those with vague messaging like “I help you live a healthier, happier life” instead of specific statements like “Gut Health Dietician for Women Over 40.” Not only is the former terrible for SEO, but it also makes your overall messaging hard to articulate.

But if you’ve been in business for a while, the question becomes: what opportunities are you missing without a website? Jess encourages established business owners to consider:

  • Could you be building a wait list?
  • Could you be doing brand deals or using affiliate links?
  • What happens when clients drop off?
  • Are you spending excessive time answering the same questions in DMs?

A good website can save you time by pre-qualifying leads. Jess shared how her last two discovery calls were with people who had never even followed her on Instagram but had thoroughly read her website. They were already sold before the call and just wanted to check that they vibed with her personally.

Quick Win: Start Here

If you’re feeling overwhelmed by SEO but want to take action today, Jess recommends one simple task: change your homepage SEO title.

Many websites have titles like “Home – Your Business Name,” which tells Google nothing about what you do. Instead, change it to include your niche, such as “Systems Strategist” or “Nutrition Coach for Women.”

This small change can significantly impact how your site appears when shared and how Google understands your business. You don’t need to do extensive keyword research—just think about what you’d want to appear for if someone searched for your services.

Moving Forward: Balancing Old and New

The marketing pendulum is swinging back to owned media like websites and email lists. I’ve noticed more people saying, “I’m going to get back into blogging because Instagram is frustrating,” or “I actually miss creating longer-form content.”

The key takeaway from my conversation with Jess is that sustainable business growth likely requires both approaches. Social media can help build relationships, but a strong website with good SEO provides stability and consistent leads without demanding your constant attention.

Have you experienced the benefits of SEO in your business? I’d love to hear about it in the comments below!

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