How SEO Actually *Helped* Erin Rewrite Her Website Copy
“I wasn't even thinking about SEO until I ran across your profile. I thought—this is what I need to make my website findable!”
If you’re feeling like Instagram is completely overwhelming & unpredictable for business marketing… you’re not alone!
You met Erin in a recent case study mashup episode, but there was, of course, more to share! So today, you’re getting the FULL conversation with Online Mat Pilates Instructor, Erin Wilson.
Erin, like several other SEO & Grow students, opted to rewrite her website copy while in the program.
Her SEO journey wasn’t just about finding a sustainable marketing stragetgy—it was about setting the foundation for the success of her new online business!
You’ll discover why Erin found SEO to be a helpful tool for rewriting her website, what it was like going through the SEO & Grow program, & you’ll hear results she’s experiencing only about a month after implementation! 🎉
Topics covered in this podcast episode:
What inspired Erin to dive into SEO
What Erin did & didn’t like about social media marketing
Why she decided to re-write her entire website
How the SEO & Grow program helped her with the website re-write
What Erin discovered about her website builder from the SEO program
How she started to apply heading hierarchy to her web pages
Wins she’s already seeing just about a month after implementation
What Erin wants you to know about SEO
“Oh my gosh, I'm so grateful for the SEO class!”
Maybe SEO doesn’t seem like an obvious choice as you’re approaching or in the middle of a rebrand or business pivot…
But if it hasn’t yet been made SUPER obvious—SEO makes the website copy rewrite that much easier! It gives you a built-in strategy & ensures the effort you’re putting into the rewrite will actually get seen by those aligned leads. 😉
Mentioned Resources:
Shine with SEO (2-part blogging workshop) → use code PODCAST10 (expires 1/31/26)
SEO & Grow (group coaching program) → early bird bonuses available (including a complimentary 1:1 SEO Strategy Call)!
SEO Basics Course (self-paced)
Related Episodes:
Michelle’s Case Study Interview
Dr Cecily’s Case Study Interview
Connect w/ Erin:
Connect w/ Brittany:
This episode of The Basic B podcast is brought to you in partnership w/ Leah Bryant Co.! Help me reach more service providers like you by following the show & leaving a rating or review on Apple & Spotify!
The unedited podcast transcript for this episode of The Basic B podcast follows
Hello and welcome to the Basic Bee Podcast. I'm Brittany, your hostess with the mostest and your favorite SEO coach. And today you are going to hear all about that from a recent SEO and Grow graduate. Erin Wilson joins me for this short and sweet case study interview about why SEO jumped on her radar as something she needed to act on immediately when it wasn't even a thought bubble in her brain. She and what her experience was like inside my group coaching program, SEO and Grow. You'll even get to hear some of her SEO wins that unfolded just weeks after the program wrapped up. Also throughout the conversation, I'm dropping in with some comments. I'll say this up front too.
Brittany Herzberg: There are still bonuses on offer for anyone who signs up early for this next round of SEO and Grow, which starts on March 4th. And the goal of these bonuses is really to give you a quick injection of SEO and maybe even some SEO wins. Before we even have our welcome call, you'll get a mini SEO audit, a one to one call with me, and a bonus group call in February. The link is in the show notes. So is the one for the two part blogging workshop, Shine with SEO, which will enter the chat during this conversation. All right, be back shortly. So let's start off with your name and what you do in the world.
Erin Wilson: Excellent. So my name is Erin Wilson and I teach Pilates and it is a. It's an online studio so you can do Pilates mat work as well as weight training workouts. I supplement with that and flexibility classes. So anywhere in the world you can stay with your workouts and you have.
Brittany Herzberg: A brand new website now. It is so gorgeous.
Erin Wilson: I love it. It's so good. It was worth all of the time.
Brittany Herzberg: All of the tears, all of the questions, all of the like doubts. You rewrote everything.
Erin Wilson: Yeah, I completely rewrote it based on going through SEO and Grow because none of my copy was on the old website, like used any keywords. I didn't know how to use it. So I had to rewrite everything which was perfect. And I changed a lot of the formatting, changed the layout. Everything is brand new.
Brittany Herzberg: It's so fresh.
Erin Wilson: Yeah, it's good.
Brittany Herzberg: Yeah. Take us back to what made you say like now is the time that I really want to prioritize SEO.
Erin Wilson: So I'll kind of work back like nine months ago. So I relocated from New York City to the Bay Area of California. And as I relocated I decided that I wanted to just work on the online portion of my business because in New York it was Hybrid where I was going to a studio and teaching online and working the online business. But I thought, now is the time where I have more time, and before I jump into studio life again, I want to focus on my website, focus on more video content, focus on all of the things that is required to make an online business thrive. So in, I would say, like, February, March, I was filming a lot of content and I was thinking, like, gosh, no one's finding out about this content. I definitely need to start with marketing. So then I thought about Instagram and social media, which felt completely overwhelming and unpredictable and not sure if that would give me results. And I couldn't really track results anyways.
Erin Wilson: So then I was thinking, I really need to redo my website. And I actually wasn't even thinking about search engine optimization necessarily until I ran across your profile because we had taken another business course together. And then I looked at it and it was like, oh, this is what I need. I need to make my website findable, and I have no idea how to do that. So then it was instant. It was like, this is what I need to do. Yeah, this is it. Then I did the foundations, and then that led me to the grow.
Brittany Herzberg: Yeah, exactly. I'm so glad that you did both. And so tell us about that, because you said that you really benefited from doing, like, the part one and then part two of that, right?
Erin Wilson: Mm, definitely. So I would recommend anyone entering into SEO to do the foundations as well as the SEO and grow, because for me personally, I didn't know really anything about SEO strategy or all of the terms, all of the jargon that goes with it. I mean, I was just fresh in. So the foundations course gave me time to really learn about, like, the words and how to do keyword research and understanding why we do it and what to do with it. And without having to do anything, which I liked. I actually liked just learning. And then with the SEO and grow, it was all about application. So to me, I needed the foundation in order to do the application part in the SEO and grow.
Erin Wilson: Because if I would have just started with SEO and grow, I would have been overwhelmed in the beginning, like, trying to understand and wrap my head around terms, then at the same time applying it, I felt I would have been like, this is too much, especially working alongside. If maybe I wasn't working and just doing this, that'd be different. But trying to kind of manage everything, it made it perfect. So, yeah, it was a perfect, like, lead in to the SEO and grow.
Brittany Herzberg: Yay. I love hearing that. Plus, I mean, you had, like, a really huge project, I mean, rebuilding a website, reformatting, like, just you looked at everything from, what pages do I have? What pages do I want to keep? Like, which ones do I actually need to even, like, what do I need to say on those pages? And then how do they need to link with each other? And then I think you even created. I know we have the new testimonials page, and then you've got another page in the works for a freebie. Right. So, like, you even added some stuff.
Erin Wilson: Yes.
Brittany Herzberg: Yeah. It was really cool to watch you.
Erin Wilson: Yeah. Thanks, Brittany. And with the course, it helped me actually have structure about why I'm creating pages, because before, I would look at other people's websites and try to kind of follow maybe what they were doing as, like, a template, but it still didn't feel right because everybody's website is completely different. What their navigation bar has on it, what. What their call to actions are. And so it felt like, oh, I would like it. But it's like, this now helps me focus on what do I want people to do on my website, which is very unique. So now I feel like I have a good idea of, like, why would I have another page? What is that page going to do for me? And, like, how do I then showcase it?
Brittany Herzberg: Hi, it's me. Erin is sharing something really, really important here, and I don't want you to miss it. She's talking about optimizing website pages, but the very same thing applies to optimizing blog posts for se. You want these pages to have a thoughtful strategy in place so that the page actually goes to work for you. Showing up in Google searches so that the right people, the ones who are literally looking for you, can find the offer or service or product you provide so that they can do a vibe check and take a next step with you. Whether it's to join your email list or download the free thing or book with you or fill out a form, all of those are next steps. It doesn't always have to be a money thing and the things that we want website visitors to do, but just like Aaron shares, they can't do anything unless they make it to your website, which is the whole point of SEO. All right, let's get back to the conversation.
Brittany Herzberg: Was there anything that was, like, surprising or a point of friction or something like sticky that felt tough to move through?
Erin Wilson: I would say nothing in the SEO and grow course felt challenging. But listen, I haven't started my blog yet, so that could be the challenge. I don't know the keyword research made sense once I understood how to, like, do the searches. You know, that was a little sticky in the beginning because I had to think outside of the box. What are people searching for is different than what I might be searching for as an instructor. So sometimes it took a little more thinking outside the box to get that going. But then once the keywords are there, then all of a sudden the creativity starts flowing. Then I kind of got on a roll, like, oh, yeah, oh, what about this? Or what about that? What about that?
Brittany Herzberg: Hold up. Are you looking for an easy way to get your content to work for you? Or maybe even just to create content that you know will work for you and last longer than the stomach flu? Because we all know the content you share on the gram just does not have a long shelf life. Whether you're looking for a way to strategically jumpstart or just start your blog, I've got you. This January, my two part blogging workshop is back, baby. And Tickets are just $47. 37. If you use the code PODCAST10 at checkout, your ticket includes access to the two live calls happening on January 23rd and 30th. In our first call, we're mapping out your blogs for the rest of 2026.
Brittany Herzberg: And the second call is where you'll bring that first blog post to life. You'll get replays for both calls that'll be sent out asap. Plus you'll get a workbook designed specifically for this workshop experience, giving you access to all the templates and resources you need to blog strategically for your business. Get everything you need to create blog posts that will drive traffic to your site and services for years to come. With this blogging workshop and start shining with SEO, everything you need is below.
Erin Wilson: Everything really made sense. Maybe in the beginning some information felt a little bit overwhelming, but then you would always do a good job about talking about it and clarifying. And then other people's questions definitely help make sense of things. So I really don't feel really overwhelmed by that. The hard part for me was getting used to my website builder. That was hard, but that had nothing to do with SEO and grow, right? Yeah, that was very challenging. So, you know, it's just the layout, where to go, what to do, all the things. But now it's done and I understand what to do with it, so it's good.
Erin Wilson: Yeah.
Brittany Herzberg: Was there like a really big breakthrough that you had or a moment of clarity or. I mean, we just relaunched your website, so results, I feel like, are still Kind of new and fresh and maybe like a little too close to the moment of things actually happening. But anything stand out about that?
Erin Wilson: Yeah, I mean, I think my biggest moments of clarity were the things we covered, like SEO title, SEO meta description, how to title an image. I had no idea how to title an image correctly. I was doing it all wrong. And then how to add alt text to an image. So the clarity ended up being more of like a discovery of what to do with that information. Because I would look at it before on my old website and I didn't really know what it meant. And the website builder doesn't necessarily explain even what it's really for and how to even write the correct terms in. Like, it's not like they do a bad representation of it, but it's coming from a perspective that assumes people know what to do with it, which is not, not true.
Erin Wilson: I don't think most people know what to do with it. So that was clarity for me of like, oh, now I know what to do with this textbook.
Brittany Herzberg: Yes.
Erin Wilson: I actually know what to write and in the future I can change it if I need to and know what I'm doing and know why it's purposeful. Which that makes more of a difference than what I was getting caught up in before was like, oh, beautiful images and layout and fonts. Right. That doesn't even matter as much. I mean, it does for the user to see it, but if the user can't even see it, what's the point? Like if they can't find your website. Right. I think another moment of clarity too was understanding I didn't really know the purpose of an H1, 2, 3, what to even put in those. And when I looked on my website builder, it was not laid out the way it should.
Erin Wilson: It was like Some things were H2s. There were H1s in random places just because of the font choice, which as design perspective, that's one thing. But then I looked at it from a totally different perspective, like, oh, that is not an H1. That should be an H3. Or just paragraph text. Yeah, Right. So that was huge. That was big time clarity.
Brittany Herzberg: Yeah. And that's not just like something that you didn't know. I made the same mistake. I literally just recorded a reel about how I used to have like 7 or 8 H1s on my homepage before I knew anything about SEO. Just like you said, like, we're not born knowing things. It's not like we become an entrepreneur and all of a sudden we have this like stack of Knowledge just following around with us. It just doesn't happen.
Erin Wilson: Definitely not. No.
Brittany Herzberg: Yeah. So what would you say to like, hypothetically, like your business bestie is like, I'm considering SEO. I don't know, I'm hearing about this. Like, what would you say to them if they're considering SEO and like getting into it? I don't know. Any words of advice now that you're on the other side?
Erin Wilson: Yes. Well, first of all, I would say if you don't know what it is and anything like me and want to actually take action on the website, I would just say sign up for Brittany's course and it will just help you and it's easier. So I would tell someone, do the course, do foundations and do SEO and grow because it's a bigger deal than they might think it is. It's a bigger deal than just putting in keywords and then writing something for the meta description and for the SEO meta and for the SEO title. Right. So there's actually a strategy and you know, if they don't know how to do the strategy, I would just say make it easy on yourself, sign up for Brady's course. You won't have to slog through all the forums online and what to do and plus all the stuff you gave us to help us organize ourselves, which I need desperately is so helpful. So that itself, just organizing it and then having this template of how to move it forward and like take it off of the document our organization into the website and make it real was amazing.
Erin Wilson: I would tell them it's important to do. If you don't know how to do it, sign up.
Brittany Herzberg: Thanks, Erin. I promise I didn't pay her to say that.
Erin Wilson: I know you did not. But I feel very passionate about anyone who needs to work on their SEO strategy to do the course. So I will say it to anyone.
Brittany Herzberg: Well, thank you. I'm so glad that you got clarity out of that and it was able to, like you said, help you actually take action on things, get it plugged in and really just literally come out the other side with a brand new website that's going to make you findable by the right people who are literally looking for you right now.
Erin Wilson: Yes, exactly. I can't wait to see what changes when I look at all of the information on Google Search Console and the analytics and I mean, it's already changing and it's been a couple of days, so that's exciting.
Brittany Herzberg: Oh, really?
Erin Wilson: Yeah.
Brittany Herzberg: What are you seeing?
Erin Wilson: I'm seeing my position which went from like in the twenties to now it was on like eight.
Brittany Herzberg: Wow.
Erin Wilson: Which is great.
Brittany Herzberg: Yeah.
Erin Wilson: So that's amazing. And then I'm seeing a lot more like the arrows up, you know, the green arrows up, where it's like people looking at certain parts of the page so more people are viewing it. I also sent out an email to my subscriber list about the new website, so that could influence the clicks, but that's all good stuff.
Brittany Herzberg: Yeah, no, that's great. Oh, I'm so excited for you. You'll have to keep me posted with all your wins that end up showing up, because I'm, I'm just like so ready for your website to blow up in the best way.
Erin Wilson: Yes, me too. Me too. I'm excited.
Brittany Herzberg: Yeah. Well, thanks for joining me for this. I'm really grateful.
Erin Wilson: Yes. Oh my gosh. I'm so grateful for the class. Yeah. Yeah. It was amazing. I can't believe it's over.
Brittany Herzberg: I know.
Erin Wilson: But good thing to maintain, you know, maintain is there. So that's. That's great.
Brittany Herzberg: Since Erin took the program, things have shifted a bit. So I want to cover what those changes are. For one, I don't have a firm date for when I'll be running SEO Foundations again, but the material in the SEO Basics course is the very same info you get inside SEO Foundations. The difference with Foundations is that we meet weekly for six weeks to discuss the content of the course. In previous rounds, we've talked about link building and keyword research and image optimization, among other things. And actually, as I'm sharing that with you, I'm realizing maybe you would like that too. So if you're hearing me explain this and you're like, I want to take Foundations, please message me. You can either email me@hello BritneyHerzberg.com or DM me on Instagram.
Brittany Herzberg: My handle is BrittanyHerzberg. I'll have the links below. And let me know that you're interested in taking the next round of Foundations. That will help me figure out if and when I'll run that program again. But also know that the SEO Basics course has lots of great information in there. I take you through the core six areas of SEO and you're given resources that you can actually use to bring your SEO strategy to life. It's a great option for anyone who's really self motivated. And it's less than $200.
Brittany Herzberg: Okay, I'm just gonna say that. I'm gonna leave that there. The link is below. Another difference is that SEO and Grow is more structured than when Aaron took it. I can't help it. I've got a Capricorn stellium and I love refining things and making it even more simple for you and more organized. There's a new program hub. There are shorter topic videos where I'm introducing things like links or errors or metrics.
Brittany Herzberg: There are bonus guest expert sessions in there as well as three core resources Google Docs that are yours to take and modify and make your own. You can actually draft your SEO strategies in there, for example, or drop keywords that you find during your keyword research in there. I've also added implementation weeks to the program, so it used to be three months long and we didn't have any breaks. Now it's about four months long and there are built in weeks where you can catch up or get ahead. It totally depends on you and where you're at and what your capacity is with these changes. I would actually say that about 80%, maybe even 90% of people in this current round completed their SEO strategies and implemented them in just about a month, if not less. And a couple are already seeing improvements like their web pages ranking on page one and getting more traffic to their sites. Also, if Erin shares any other wins with me, I will most likely add those to the blog post for this episode, so be sure to go check that out.
Brittany Herzberg: At the very least, I hope to see you in the blogging workshop this month. Remember, you can use code podcast10 to join for $37 and that's good I believe until the end of January. Alrighty. Know that I'm over here cheering you on on your SEO journey and I'll see you next time.
