How to Get Found Online: What We Learned from Jade Pruett at Our May Skill Lab
At our May Skill Lab, we invited Jade Pruett, founder of HelloSEO, to guide us through one of the most misunderstood but high-impact parts of business growth: SEO.
This session was not about shortcuts or chasing algorithms. It was about showing up with intention, designing for discoverability, and aligning your digital presence with how your ideal clients search.
Why does this matter?
Because 68 percent of all online interactions begin with a search engine.
That means when someone is ready to find a therapist, an HR consultant, a fractional CFO, or a growth strategist, they are not waiting for an ad to show up in their feed. They are searching. And unless your business shows up where that search begins, you are not in the running.
Jade put it simply: if you are not on page one, you are invisible. First-position results on Google capture 32 percent of all clicks. That number drops off sharply as you move down the list. Position six? You are losing over 60 percent of your potential traffic.
But SEO is not just about clicks. It is about visibility, credibility, and strategic leverage. In Jade’s words, “SEO is not set and forget. It is slow, it is ongoing, but it is also incredibly powerful when done right.”
What Google Actually Cares About
Jade walked us through the fundamentals Google is looking for, especially when deciding who gets top placement:
High-quality content that clearly communicates your expertise and matches what people are actually searching for
User experience that includes fast-loading pages, mobile responsiveness, and a secure site
Clear headers and structure using keywords that help both humans and search engines understand your offerings
Backlinks from credible websites, which signal that others trust and refer to your site
And for local businesses, Jade emphasized the importance of having a fully completed and accurate Google Business Profile, which controls how you appear in local results and map listings.
Smart Questions from the Room
Our community showed up ready to learn. Here are just a few of the standout questions that sparked rich conversation:
How should I prioritize SEO if I serve clients nationally or virtually, not just locally?
Jade explained that local and national SEO run on different algorithms. You need to choose your strategy based on reach and competitiveness. You can always start local and build national visibility over time as your authority grows.
What metrics should I use to track the ROI of SEO?
Jade recommends using Google Analytics and Google Search Console. Setting up thank-you pages that track form submissions is a simple and powerful way to monitor which traffic sources are actually converting.
Is blogging still worth it?
Yes, but not for the sake of content volume. Blogging still matters when you are writing posts that answer real questions your clients are Googling. One therapist Jade worked with titled a blog Is My Mom Crazy? and saw significant traffic and lead flow from that single piece of content.
Can I post blogs on Substack or LinkedIn instead of my website?
Only if you want those platforms to get the traffic. For SEO purposes, your content should live on your website. External platforms can drive traffic to your site, but they do not boost your domain authority.
Does AI content hurt SEO?
Not directly. Google does not penalize AI-written content, but it does evaluate for expertise, experience, authority, and trust. If your content sounds robotic or generic, it will not perform well. AI can be a tool, but the human touch still matters.
How long does it take to see results?
That depends. For niche local searches, a strong update can improve rankings within days. For more competitive keywords, it can take six months or more. SEO is a long game, but one with exponential upside if you stick with it.
How do I compete against companies spending thousands on Google ads?
By getting strategic. Jade advised looking for niche or long-tail keywords that have lower competition but are highly relevant to your services. Organic traffic may be smaller, but it is often more qualified and cost-effective over time.
How do I raise my domain rating?
Start with backlinks. Look for opportunities to guest post, leave testimonials with links, get featured on partner websites, or share your expertise in collaborative content. Your domain authority is built by who links to you—and how credible they are.
What role do Google reviews play?
For local businesses, they are critical. More reviews and better ratings help you rank higher in local searches and build trust with potential clients. Jade recommended reviewing the top three results in your category and creating a plan to surpass them in quality and volume of reviews.
If I want to boost visibility for a team member or founder, how do I do that?
Create dedicated profile pages for individuals, optimize images and metadata using their names, and add structured data like Person Schema. Link to those pages from blogs and other content to build authority. If personal brand visibility matters, it needs to live on your site.
What should I not do?
Do not keyword stuff
Do not buy backlinks
Do not post duplicate content across multiple pages
Do not rely on AI to write everything
Do not let Linktree steal your traffic—build your own links page on your site instead
For Founders Ready to Take Action
If you want to get started today, Jade recommends these first steps:
Submit your sitemap to Google Search Console
Identify your homepage target keyword and add it to your H1 and meta title
Check your site speed and compress large images
Review your Google Business Profile or set one up
Start writing blog content that answers the real questions your audience is searching
And if all of that feels overwhelming, book a Power Hour with Jade. She does in-depth, one-on-one sessions that help you lay the groundwork and walk away with an actionable plan.
Why This Matters
SEO is not about chasing the algorithm. It is about meeting your future clients where they already are searching for answers. When you make it easier for the right people to find you, everything gets lighter.
You get more qualified leads.
You build trust before the first conversation.
You grow with intention instead of urgency.
At Athena, we believe in building businesses with real options. SEO is one of the ways to create those options: strategically, sustainably, and on your terms.
Thank you to Jade and to everyone who joined us for this Skill Lab. If you missed it and want to keep the conversation going, visit HelloSEO or connect with us for a deeper look at your digital visibility strategy.
