Have you ever found yourself quietly muttering “I hate Instagram” while trying to run a business? Me, too.
Laura Jawad was the same.
Laura is a former oceanography research scientist with a PhD, and one of the few people I know who has turned SEO (search engine optimization) into her entire marketing strategy and made it work.
No reels. No salesy scripts. Just strategic, thoughtful content that helps her ideal clients find her on Google.
I recently interviewed Laura on my podcast, Leaving Academia: Becoming a Freelance Editor, because so many freelance editors, coaches, and ex-academics feel allergic to social media, and Laura proves you can build a booked-out business without it.
Here’s how she did it and how you can, too.
From academia to SEO strategist
Laura didn’t have a perfect plan when she left academia. After completing her PhD in oceanography and landing a staff position at the University of Washington, she knew something wasn’t quite right.
“I never really loved being an academic,” she said. “I was good at science, but it never felt like a calling.”
In 2016, during her first pregnancy, Laura found herself needing specialized support to continue her active lifestyle. Frustrated by the lack of information available, she dove headfirst into research and discovered a passion for sharing what she was learning.
So she left her university position and launched two businesses: a personal training business for pregnancy and postpartum, and later, a birth doula practice. Both became waitlisted and both were built entirely on SEO.
How she learned SEO (no MBA required)
“I tried doing all the social media things,” Laura said. “Post every day. Sell in the DMs. It didn’t feel good and it didn’t work.”
What did work? Blogging.
Laura enjoyed writing long, educational Instagram captions, so she began repurposing them into blog posts on her website. As she built a library of SEO-friendly posts, her traffic and bookings began to snowball. She then took what she learned, productized it, and started her current business helping service providers get found online.
What is SEO?
“SEO is the art of getting Google to serve up your website as the answer to someone’s question,” Laura explained.
If your ideal client is Googling something like “how to publish my first academic article” or “dissertation copy editor for political science,” you want your website to be one of the top results.
And while blogging helps, it’s not about writing randomly. SEO is focused on:
- Choosing content pillars aligned to your expertise
- Writing blog posts that answer real, Google-searched questions, and
- Using keywords strategically in titles, metadata, and headings.
Laura calls this building “topical authority,” and it’s how you train Google to recognize you as an expert.
Starting from scratch? Do this first
If you’re an academic editor, coach, or consultant, Laura recommends starting with these three steps:
- Choose three core topics you want to be known for, for instance: publishing support, dissertation editing, tenure coaching.
- List questions your clients ask before they even know you exist. Google those phrases to see what pops up. If Google fills it in automatically or shows related questions, you’re on the right track.
- Write content that goes deep into those areas. Aim for 3-5 blog posts per topic. Use your keyword in the title, slug, SEO metadata, headings, and first paragraph.
Don’t forget to add personality and experience. Share client wins, use stories, and include your uncopyable perspective.
Want to rank higher? Think local + specific
One of the best ways to stand out from SEO giants like big editing agencies? Get specific.
Add location-based keywords. Mention your niche. Talk about your academic discipline.
Example: Instead of “editor,” you might optimize for “dissertation copy editor for political science grad students in Maine.” It’ll mean less traffic, but it’ll also mean higher-quality leads.
Also: claim your Google Business Profile and start reaching out to nearby universities or departments. Offer free workshops and ask the department to link back to your site in any blogs they publish about the event. Those backlinks tell Google you’re trustworthy (and help you rank higher).
It is possible to get found without Instagram
SEO is a long game, but a sustainable one. And if you’re a researcher, writer, or service provider who values substance over trends, it’s one of the best ways to grow your visibility without the constant hustle.
Want to know more?
📘 Download Laura’s free keyword research workbook
🔍 Check out her SEO strategy services.
You don’t need another social media calendar. You need strategy. Let’s get you found for the work you actually want to do.