1. Learn why relying only on referrals and social media leaves your business vulnerable.
2. Discover how to stop your website being an online business card and turn it into a client magnet.
3. Get Laura’s top productivity hack: stop wasting time on disposable content.
4. Understand the next steps once you’ve nailed the SEO basics.
5. Grab Laura’s free keyword research workbook to start attracting the right clients today.

Laura's Valuable Free Resource (VFR):

https://laurajawadmarketing.com/goalbusters

SEO strategist Laura Jawad reveals how to transform your website from a pretty placeholder into a client-generating machine. She shares her top productivity hack, how to avoid online invisibility, and offers a free SEO resource to help small businesses get found and grow consistently.

02:30 – Ideal Client: Smart, service-based entrepreneurs ready to take control of their online visibility
03:58 – Problem Solved: Breaking free from invisibility and reactive marketing by fixing SEO gaps
05:45 – Valuable Productive Action (VPA): Stop making disposable content and focus on evergreen website assets
08:24 – Valuable Free Action (VFA): Use client language on your homepage headline so people can actually find you
09:55 – Bonus Material: Go beyond SEO basics by building brand reputation and credibility signals
12:42 – Valuable Free Resource (VFR): Download SEO Simplified workbook

(Note, this was transcribed using transcription software and may not fully reflect the exact words used in the podcast)

Welcome to the Goalbusters Expert Peak Productivity Tips podcast, where top business experts get just seven minutes to answer five rapid fire questions about what they do and how they stay productive.

Each episode is packed with actionable insights to help boost your efficiency and achieve your goals. Let's dive in and unlock the secrets to peak performance.

00:22 ROBIN

Well, hello everyone. My name is Robin J. Emdon and I'm an accountability coach and the author of Get Resultsology® - The Science of Getting Stuff Done! I work with people who run their own business, no boss, distractions everywhere and never enough hours in the day.
Together we cut through the noise, sharpen their focus and follow through on the big ideas that actually move the needle. That's what I call the momentum formula.

Do it today, profit tomorrow and repeat!

So if that's the kind of breakthrough that you are looking for, then you're in exactly the right place. 

And speaking of being in exactly the right place, I am delighted to welcome our guest expert today, Laura Jawad.
Laura is an SEO strategist for female service providers and female founded small businesses.

Laura Jawad helps entrepreneurs attract more clients through the power of their websites.

She has built two successful businesses through SEO, demonstrating firsthand the transformative power of well executed SEO in competitive markets.

Armed with a PhD and a deep passion for helping women owned businesses thrive, Laura is the go to expert if you're ready to make your website the hardest working member of your marketing team. Excellent idea. Love that. 

Laura, welcome to GoalBusters!

LAURA
Thank you, Robin. I'm so happy to be here. Thank you for the invitation.

ROBIN
You're extremely welcome. Thank you for being here. And whereabouts in the world are you, Laura?

LAURA
I am in a city called Redmond, Washington, which is just outside of Seattle.

ROBIN
Oh, I can smell the coffee brewing from here.

LAURA
Yep. Yep.

ROBIN
I love that. Anyway, don't get me lost on coffee. I'll be we'll be here all day, and we don't have time. Shall we do the questions instead?

LAURA
Absolutely.

ROBIN
Okay. I'll start the clock. And there it goes. Laura, could you tell me, please, who is your ideal client?

02:30 LAURA – Ideal Client

Well, I think, Robin, my ideal client is probably similar to yours. You describe folks who are their own boss.

My clients tend to be very smart, service based business owners, often solo entrepreneurs. So think, coaches, therapists, copywriters, and they've really built their businesses on grit and talent. They do not have large marketing teams.

In general, my clients are not brand new to business. They have been around for a while, but they're tired of feeling invisible online. Right?
So, usually, my folks are referring on or, sorry, are relying on referrals and social media, and, you know, we know those things work. They work for me too, but they're fragile. And when you're relying on those things, you're always in this reactive marketing mode. And what my ideal client really wants is, like, a little control and a little consistency.

So she wants her website to actually do its job and get found by people who are searching for the services and solutions she provides.

ROBIN
Absolutely. And as you've accurately alluded to there, you've hinted heavily at the problem you solve, but maybe you'd like to dive a bit deeper into that. I'm sure you solve more than just one problem.

03:58 LAURA – Problem Solved
Yeah. You know, I like to call myself a professional problem solver.

I think that's what my PhD in Oceanography, which has nothing to do with marketing, has trained me to do. That's the carryover.

But, specifically, I would say I solved the problem of invisibility, which I did allude to. And by that, I mean, business owners put all this time and all this money into their website, maybe into their socials. But when they Google themselves, they either don't find themselves, or their website gets a little bit of traffic, but it's not the right traffic. It's not traffic that is buying things from them.

And that's super frustrating. Right? Because, you know, it leaves them in that reactive marketing mode. So what I do is I figure out what's missing.

And sometimes it's that Google can't even see their website. You know, something is said incorrectly. Or sometimes they're missing a credibility piece. Not that they don't they aren't credible, but then they're not exuding it. They're not just putting it on display. 

Or people get to the website and they don't know what to do next. Like, it's a user experience problem. So, you know, once we fix those gaps, their site stops being just this, you know, pretty face or a business card, and it actually starts doing what it's supposed to do, which is getting them found and getting them clients.

ROBIN
Yes. Absolutely. Even if your site is ugly, if it's found by enough people, it will pull. And if your site is beautiful, it won't pull unless not found by enough people. So yeah. Absolutely. Alright. So now that we have a better understanding of what you do, Laura, let's dive briefly into GoalBusting, focusing on how to maximize productive time to achieve business goals.

Could you share any tips or advice for someone looking to improve their productivity habits?

05:45 Laura - Valuable Productive Action (VPA)
Yeah. I love this. So I will say, stop producing disposable content.

That is my tip. And so, you know, I see people just cranking out, like, all this beautiful content for social media, you know, and that has a shorter shelf life than my six year old's attention span. Right? You're throwing that away. And so instead, I want you to put your best work on your website.

Right?

I love a blog. I love a good blog, because that's what builds your SEO. It builds your topical authority and your discoverability for years and years to come. Right? Very long shelf life. And then you can repurpose that.

Right? So once you've created that longer form content, you've put your time there. You can treat it like an asset you can continue to draw on so you can share it in a newsletter. You can reformat it for socials. You can do all these things.

And, honestly, if you're creating that content for your website, then it's a no brainer to use AI to help you with that repurposing. Right? It's still your expertise. It's still your voice, but it's an accelerant for your productivity.

Right?

So, yeah, start with your website, and then use AI to help you ring more out of that content investments and repurpose the heck out of it.

ROBIN
Yes. Repurposing as a tip about productivity is not something that comes up enough, and yet it is so powerful. Thank you so much for, bringing that up today because I completely agree with you. I mean, I think part of the purpose of my life when I'm working on marketing my business is repurposing my material again and again and again.

LAURA
Yeah.

ROBIN
Because it's just a no brainer that that is a very efficient way of using your time. And often, your core message is fine. You just need to get it out there and in front of people, and that's where your expertise comes in with SEO.

LAURA
Distribution. Make sure you're distributing the content you create.

ROBIN
Yeah. Brilliant. Thank you. I really enjoyed that. Thank you so much. So, finally, what should I have asked you today, Laura, that I didn't? And your answer, please.

LAURA
Okay.
I am gonna answer the question you skipped.
So I'm gonna answer the question, what is a valuable free action that my audience… 

ROBIN
I did!
I am so sorry. I did. And I didn't do that on purpose.

LAURA
No. That's okay because we're getting close to the seven minutes.

ROBIN

No, that's alright.
LAURA
I had a good question for the last one too, but I do wanna answer this one…

ROBIN
Please do!

08:24 LAURA – Valuable Free Action (VFA)
Because, you know, it's a total bug at my butt as an SEO.

So what I want your listeners to do is to put themselves in the minds of their ideal client. Okay? Think about the words that your clients use when they search for you. What do your ideal clients call you and what do they call your service? And bonus points if you go do the actual voice of customer research, but at a minimum, put yourself in their mind. And then I want you to go to your homepage, do a little Command f, and search for those words. Because the top thing I flag on audits, nine times out of ten, those words are not on your website.

People are really, really good at talking around what they do, being clever, being creative, and they forget to explicitly say what they do in their customer's words on their website. 

Okay? So go search for it. If it's not there, put it there and specifically in your above the fold headline. Because you can do you know, I could tell you to go do a free audit. I could tell you to do all kinds of other things. But, ultimately, if you don't have the context on your website, if you don't have the right words, no one is going to find you.

ROBIN
Fantastic. Thank you so much. I'm so sorry that we missed that question. And I'm not going to just hang up on you. I would very much like to hear what your final question is, not what it was going to be, and we will make the time for it because you're our guest, and that's what we asked you to do.

09:55 Laura – Bonus Material
Okay. I know you were worried about me falling short of time. Right? Okay. So the question that I love to be asked is if someone already has the basics of SEO on their website, if someone who's listening is not, like, a total beginner, what should they focus on next?
And what I will tell that person is that once those basics are covered, your next step is building your brand reputation.

So thinking about how you show up online outside of your website, because Google doesn't look at your website in isolation anymore.
When it's considering how to rank your website, it's looking at where else do you show up. Are you credible?

Do other people vouch for you? And so it doesn't mean you need to be an influencer. It doesn't need it doesn't mean you need to be posting on every single platform out there, but it does mean that you have to have a presence outside your website. So guest on a podcast.

Right?

Post a short video to YouTube, collect reviews on your Google Business profile, keep one social media account active even if it's lightly active. But all of those activities send signals back to Google that you're real, that you're credible, that you are worth surfacing in search.
Okay? So you don't have to be everywhere. You have to be visible in a couple of places so that Google and so that people trust you.

Right?

ROBIN
That's fantastic. Thank you. And, and thank you to the for your patience with me.

In my defense, I've got new glasses. No. That's not a very good defense. That's a terrible defense.

LAURA
No, it’s all good.

ROBIN
But actually also to our listeners and viewers, I hope you will agree that that Laura has given us extra value today. And SEO is such a complicated topic if you don't live and work on it every single day. It's constantly changing.

So it is wonderful to hear from an expert on it who can give us information that I know a lot of what you said today has been around for years, but a lot of it hasn't, and a lot of it doesn't work anymore. So thank you. But not what you said, but things that were tried in the past. So thank you so much.

LAURA
Yeah, it’s changed a lot.

ROBIN
Yeah. It's changed a lot is what I'm trying to say. So I'll make, I thank people for your their patience in listening a bit longer, but I make no apology for it because Laura delivered incredible value. Thank you so much. 

Speaking of delivering incredible value, it's also important that people know how to reach you. And also, being very cheeky, although it's not really cheeky, it's a good way of people connecting with you when they're not quite ready to perhaps message you. Is there, like, a valuable free resource they can get from you as well so they can get a bigger taste of what you do?

12:42 LAURA – Valuable Free Resource (VFR)
Yeah. Hundred percent. And heads up, the free resource gives you an in to my inbox, so I love it when people reach out.
But the best place to find me is on my website. You might not be surprised by that. And on there, I've got a resource for your audience called SEO Simplified because SEO doesn't need to be so complicated.

SEO Simplified, in particular, it's a keyword research workbook, and it helps you do that very first step of SEO, which is figuring out the exact words that your clients are typing into Google and then using those words on your website, right, the thing that I talked about earlier. Most business owners skip this step. They talk around what they do. They try to be clever. But if your client can't see themselves in your homepage headline, they're never going to find you.

Right?

So SEO simplified, it'll walk you through those brainstorming phases. It'll tell you exactly what to do.

There's a special link set up for your audience, so you can get that resource at laurajawadmarketing.com/goalbusters

ROBIN
Oh, that's fantastic. Very kind of you. Thank you so much. And once again, thank you for being patient with me today. And I actually I'm really thrilled.

We've really made a lot of use of you. We've made you work quite hard, and you've delivered incredible content. I'm glad I didn't cut you short because everything you said was useful. 

LAURA
I appreciate that.

ROBIN
Anybody that is working…Thank you. Anyone that that is, working with their websites and SEO, you know, I encourage you to go through the transcripts as well because there's so much detail that Laura has packed in for us today. So, Laura, thank you. Thank you so much.

LAURA
Thank you. It's been such a pleasure, Robin.

ROBIN
Thank you. And remember, everybody, keep GoalBusting and make your future self proud.

Bye bye.

OUTRO
Thanks for tuning in to Goalbusters. If you're enjoying it, please subscribe, rate, and review it on your favourite podcast platform.
Your support is very much appreciated!

And if you're ready to boost your online profits, skyrocket your productivity, crush procrastination, and see a positive change in your bank balance all within just thirty days, this is your opportunity

Take my free five day challenge at skyrocketyourproductivitychallenge.com

Robin J. Emdon is the creator of GetResultsology®: The Science of Getting Stuff Done!, a research-backed system that helps solopreneurs beat procrastination, build momentum, and follow through on what matters most.

Robin was one of a small, invitation-only group selected for an intensive life-coach programme taught by Tony Robbins* and his faculty in 2001. The training was meant to prepare them for roles at his organisation in San Diego, but when that opportunity changed Robin stayed in the UK, launched his own life-coaching practice, and later stepped back to raise his two young sons.

Known to clients today as The Procrastination Slayer, Robin had a face-palm moment in 2019 when he realised it had taken him ten years to finish a six-year degree. That wake-up call launched his mission to master procrastination.

During the Covid lockdowns in 2020 he discovered that researchers had published more than 900 studies on procrastination in a single decade and pulled the most practical lessons from the strongest research and leading books to shape his momentum formula:

Do it today, Profit tomorrow, Repeat.

Peer-reviewed research from the Dominican University of California shows that working with an accountability partner can raise goal-achievement rates by up to 33 percent, a finding woven into every GetResultsology® plan.

Robin hosts The GoalBusters Podcast, now past 100 episodes, where he talks with fellow solopreneurs and uncovers the real-world productivity tactics behind their success.

From South Devon, England, he coaches clients worldwide, helping solopreneurs, creatives, and other no-boss professionals turn scattered effort into consistent progress and profit.

Want an engaging guest who sparks action or an accountability coach who keeps you on track? Book Robin for your show or request coaching details.

*Tony Robbins and Robbins Research International are not affiliated with, and do not endorse, GetResultsology® or its services.

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