Simple and Smart SEO Show Podcast Transcript:

[00:00:00] Brittany Herzberg: Crystal and I have yet another one of my, probably like one of the most influential people in my life. As of 2023. 

[00:00:06] Brittany Herzberg: We have Celi Arias.

[00:00:07] Brittany Herzberg: I know. Deep breath, Celi. Hi ladies. 

[00:00:10] Celi Arias: I receive that. Thank you so much. 

[00:00:13] Brittany Herzberg: No, thank you. 

[00:00:15] Crystal Waddell: So hi. Welcome to the podcast . 

[00:00:17] Celi Arias: Hi Crystal. So nice to meet you. 

[00:00:20] Brittany Herzberg: We just felt like 30 minutes talking and we're like in the middle of a conversation. 

[00:00:24] Brittany Herzberg: We were like, oh, we should probably record this and do what we said we came here to do.

[00:00:28] Crystal Waddell: Yeah, for sure. I heard you say just a moment ago that you're living in Greece right now. 

[00:00:33] Crystal Waddell: So can you tell us a little bit, first of all, what you do and all that.

[00:00:38] Crystal Waddell: But like, how did that take you to Greece? Or how did you end up in Greece? 

[00:00:42] Crystal Waddell: Did you start your business in Greece?

[00:00:43] Crystal Waddell: Like where did those things intersect in your life? 

[00:00:46] Celi Arias: Good question. 

[00:00:47] Celi Arias: I would say, interestingly enough. 

[00:00:49] Celi Arias: My business did take me to Greece. 

[00:00:52] Celi Arias: In a weird turn of events, I a friend of mine calls me a business basics [00:01:00] revivalist. 

[00:01:00] Celi Arias: So that's a shout out to my master's in theology. I wanted to be a pastor.

[00:01:06] Celi Arias: I turned into a business coach instead. 

[00:01:08] Celi Arias: Because I realized that after, at that time, 25 years in business. 

[00:01:14] Celi Arias: My business knowledge and skills was the way that I would impact and help people. 

[00:01:18] Celi Arias: And I'm now also a strategist and a certified mindset coach. 

[00:01:22] Celi Arias: And my business has taken a pivot this past year and is really on a growth trajectory itself. 

[00:01:30] Celi Arias: And my partner is Greek.

[00:01:33] Celi Arias: My fake husband, which all the social webs know that I have a fake husband. 

[00:01:38] Celi Arias: And know the story. 

[00:01:40] Celi Arias: And he really wanted to be in Greece for several months. 

[00:01:44] Celi Arias: And my initial reaction to that was like, absolutely not. Please do not asked me to leave the U. S. 

[00:01:51] Celi Arias: My comfort, my home, my comfort zone, which is something I teach a lot about. 

[00:01:56] Celi Arias: My time zone, my clients, events, [00:02:00] possibility of speaking out of it. 

[00:02:01] Celi Arias: Do not remove me from that.

[00:02:03] Celi Arias: And he looked at me and said, isn't this like what you teach people to do? 

[00:02:08] Celi Arias: How to build businesses that then let them have the lives and the family life that they say they want? 

[00:02:15] Celi Arias: And I was like, Ooh, low blow fake husband. There's a reason why you're still fake husband. 

[00:02:23] Celi Arias: And I was like, Oh man, he really rarely does he one up me like that.

[00:02:28] Celi Arias: And so I was like, okay, challenge accepted. 

[00:02:31] Celi Arias: So we are here for a total of four months and yeah, I'm putting my business. 

[00:02:39] Celi Arias: While it's in this major growth phase and up leveling. 

[00:02:44] Celi Arias: I decided to also do it from a totally different time zone and challenge myself to have my mornings to roam Athens and Greece. 

[00:02:52] Celi Arias: And have fun and do things with joy and ease and make funny reels. 

[00:02:57] Celi Arias: And talk about life and not just business all the [00:03:00] time.

[00:03:00] Celi Arias: So, it is a part of my business. 

[00:03:02] Celi Arias: To walk my talk and to show that business is a journey. It's a journey that we're on. 

[00:03:10] Celi Arias: And I like making myself just as uncomfortable as I make my clients, I say. 

[00:03:15] Celi Arias: I find I found that I make my clients really uncomfortable.

[00:03:20] Celi Arias: And so I feel like it's only fair. Yeah. Only to make myself uncomfortable too. 

[00:03:25] Brittany Herzberg: Exactly. No, and she was in, was it last week that you did the training from Althorp? 

[00:03:32] Celi Arias: Oh, my Lord, that was amazing, right?

[00:03:35] Brittany Herzberg: I jumped on that replay and I was like, I'm sorry, I've seen this in a documentary.

[00:03:39] Brittany Herzberg: What are you doing around all of these like wealthy people and this gilded everything and she's guess where I am.

[00:03:45] Celi Arias: Yes. So I have a few private clients that I help when they have projects that I really believe in. 

[00:03:52] Celi Arias: I have a client in England who is changing the game for climate compost. 

[00:03:56] Celi Arias: And they had an event at the Althorp estate. 

[00:03:59] Celi Arias: [00:04:00] Which was all around farming. 

[00:04:01] Celi Arias: And I got invited to the event to be there. 

[00:04:04] Celi Arias: And, but still, I'm like, I have my Roadmap to Millions call though, today at 5pm.

[00:04:10] Celi Arias: Is there a room where I can take my call? 

[00:04:12] Celi Arias: And they let me do it. 

[00:04:13] Celi Arias: So that's what Brittany is referring to is that I led a group training from A dining room in Althorp. 

[00:04:19] Celi Arias: I'm very dedicated to my clients. 

[00:04:21] Brittany Herzberg: No, you are. Yeah. Where Diana Spencer grew up and it's buried now. 

[00:04:26] Brittany Herzberg: You like do a wonderful job of running your business from anywhere that you are.

[00:04:30] Celi Arias: Part of my ethos is demystifying business.

[00:04:34] Celi Arias: I have an MBA. I've been in business for a really long time. 

[00:04:37] Celi Arias: I've been a founder. I've built businesses. 

[00:04:39] Celi Arias: I've been in corporate sales. I've been a COO. I've been in it so long. 

[00:04:43] Celi Arias: I remember in the beginning in my corporate career or even working for startups. 

[00:04:48] Celi Arias: There was all this rhetoric. 

[00:04:49] Celi Arias: I remember 15 years ago when people were like, content is king.

[00:04:53] Celi Arias: And it was like this whole wave in the industry of you needed to understand what that meant. 

[00:04:58] Celi Arias: And I was like, by [00:05:00] content, do you just mean like writing? And social media? 

[00:05:05] Celi Arias: Everybody was talking about it. 

[00:05:06] Celi Arias: Like this thing that you need to know and master and be on top of.

[00:05:10] Celi Arias: And I was like, wait, when we say content, are we just talking about like writing? 

[00:05:15] Celi Arias: So there's so much rhetoric in business and business strategy that actually holds people back from being themselves. 

[00:05:23] Celi Arias: And because there's so much you believe you don't know. 

[00:05:26] Celi Arias: And you believe you don't understand. 

[00:05:28] Celi Arias: And you get into all these thoughts, feelings, and beliefs of, I don't know enough. 

[00:05:33] Celi Arias: So therefore I'm not enough. 

[00:05:34] Celi Arias: So therefore I can't raise my hand, so therefore I can't, right?

[00:05:38] Celi Arias: My whole ethos is breaking that down. Because I have an MBA. 

[00:05:41] Celi Arias: And I've learned all the rhetoric. 

[00:05:43] Celi Arias: And even in my, even in MBA school. 

[00:05:46] Celi Arias: I'd be like, Professor, do you mean? Does that word mean this? 

[00:05:51] Celi Arias: I was always that kid in the class that's are we just putting a word on this? 

[00:05:58] Celi Arias: I really also believe, [00:06:00] walk your talk. 

[00:06:00] Celi Arias: Take a call from wherever you are. 

[00:06:03] Celi Arias: Show up in your humanness. 

[00:06:05] Celi Arias: Show up in your spotty Wi Fi, show up in your humanness. Non professional dress and really deliver for people. 

[00:06:11] Celi Arias: And when I do that, I think that people go, Oh, you mean we can do that? 

[00:06:16] Celi Arias: You mean we can run our business that way? And I'll, I will say this. 

[00:06:20] Celi Arias: I'm a trained dancer. 

[00:06:21] Celi Arias: I trained to be a professional dancer. 

[00:06:23] Celi Arias: I trained as a ballerina.

[00:06:24] Celi Arias: And that world is really rigid. 

[00:06:27] Celi Arias: And disciplinary. 

[00:06:28] Celi Arias: And Actually, where I learned about systems is dance, really systematic. 

[00:06:34] Celi Arias: And really linear. 

[00:06:36] Celi Arias: And then in college, I had this ballet teacher who was a woman of color. 

[00:06:42] Celi Arias: She was tall, she was muscular, and she was hilarious. 

[00:06:47] Celi Arias: And said all the inappropriate things.

[00:06:50] Celi Arias: And I remember my brain going, you mean you can do that? 

[00:06:53] Celi Arias: And she was a professional dancer and she was a prima with the Ballet Theatre of Harlem. 

[00:06:58] Celi Arias: She's one of my best friends now in the [00:07:00] world. 

[00:07:00] Celi Arias: Brilliant woman. 

[00:07:02] Celi Arias: But I remember being like, can you, can your ballet teacher say that? 

[00:07:07] Celi Arias: And so there's something that happens in our brains when someone just opens the doors of possibility. 

[00:07:13] Celi Arias: And opens the doors of permission.

[00:07:15] Celi Arias: And I think in what I see happening a lot in business. 

[00:07:18] Celi Arias: And this just happened yesterday on our call in the recent cohort of roadmaps. 

[00:07:23] Celi Arias: Where someone was like, Can I just run a webinar right now? 

[00:07:27] Celi Arias: Just to one on one clients? 

[00:07:28] Celi Arias: Even though it's not a more complex funnel? 

[00:07:31] Celi Arias: And it's not leading to a bigger thing? 

[00:07:33] Celi Arias: And it's not I'm not doing all the things everyone's saying I should be doing?

[00:07:37] Celi Arias: I was like, Yeah, girl. 

[00:07:39] Brittany Herzberg: Yeah. 

[00:07:40] Brittany Herzberg: But that's what you're good at. 

[00:07:42] Brittany Herzberg: Like you get us to we so often, and I noticed this about myself two years ago. 

[00:07:47] Brittany Herzberg: I was looking at other people for validation. 

[00:07:49] Brittany Herzberg: I had an idea. But I needed to go check it with everybody else in the room. 

[00:07:53] Brittany Herzberg: And then some. Just to see if it was okay.

[00:07:57] Brittany Herzberg: And last year was really the first year where I was like, [00:08:00] I'm going to stop doing that. 

[00:08:01] Brittany Herzberg: I'm aware of it. I'm going to stop doing that. 

[00:08:03] Brittany Herzberg: And yet it's this wall that I kept hitting and going through roadmaps. 

[00:08:07] Brittany Herzberg: You're like, you could do that. 

[00:08:08] Brittany Herzberg: I'm never gonna tell you no. 

[00:08:10] Brittany Herzberg: But you could have this really challenging path. 

[00:08:13] Brittany Herzberg: And your life will look like these things. 

[00:08:14] Brittany Herzberg: Or you could go over here and make it a little simple and it's actually okay. 

[00:08:17] Brittany Herzberg: And it's just oh, having someone draw those two pictures for you is just mind blowing.

[00:08:22] Brittany Herzberg: But it does like you, we don't become reliant on you. 

[00:08:26] Brittany Herzberg: We more get trained. 

[00:08:28] Brittany Herzberg: It's like training a new way of thinking. 

[00:08:29] Brittany Herzberg: And like thinking of possibilities and mapping things out in your brain.

[00:08:32] Brittany Herzberg: And I know, and this is why I wanted to say it and jump the line of Crystal. 

[00:08:37] Celi Arias: I'm going to cry. 

[00:08:37] Celi Arias: My ultimate goal is for you to not be reliant on me at all. 

[00:08:43] Celi Arias: And I think that there's a, I'm going to say this. 

[00:08:45] Celi Arias: I think there's a problem in our industry with these guru unicorn coaches that know everything. And we have to go to for everything. 

[00:08:52] Celi Arias: And that's why I've actually built frameworks. 

[00:08:55] Celi Arias: And built trainings and teachings that intentionally get you [00:09:00] to think about your business as a business owner. 

[00:09:03] Celi Arias: Because it's not that hard. 

[00:09:04] Celi Arias: It's just that there's become this whole industry of making money off of you believing you don't know.

[00:09:10] Celi Arias: Yeah. 

[00:09:11] Celi Arias: And there's a whole industry of people making money off of you, not trusting yourself. 

[00:09:16] Celi Arias: And feeling like you need to triple check yourself. 

[00:09:19] Celi Arias: So when my people start coming to me and going, Oh, I made this decision thanks to this exercise or this thing. 

[00:09:26] Celi Arias: And I didn't even check it with you. 

[00:09:28] Celi Arias: I'm like, amen, my work here is done.

[00:09:31] Celi Arias: So that makes me really happy. 

[00:09:33] Crystal Waddell: There's a couple things I wanted to follow up on just really quick. 

[00:09:37] Crystal Waddell: Because going back to where you were talking about making people uncomfortable. 

[00:09:42] Crystal Waddell: I found myself on LinkedIn. 

[00:09:43] Crystal Waddell: Because everybody said, Oh, you can get a lot more, bang for your buck. 

[00:09:48] Crystal Waddell: For your time over there on LinkedIn or whatever.

[00:09:50] Crystal Waddell: And, we create the algorithm for ourselves. So I was speaking about SEO. 

[00:09:55] Crystal Waddell: And I found myself in this SEO echo chamber. 

[00:09:59] Crystal Waddell: Where it [00:10:00] was like this is what content is. 

[00:10:03] Crystal Waddell: And this is a content strategy. And this is SEO. 

[00:10:06] Crystal Waddell: And it was just like a regurgitation of everybody's thoughts. 

[00:10:11] Crystal Waddell: That were all pretty much the same.

[00:10:13] Crystal Waddell: And I'm like, get me out of here! 

[00:10:14] Crystal Waddell: So I'm doing everything I can to try to find my way to UX or.... 

[00:10:18] Crystal Waddell: I really should go design thinking actually. 

[00:10:20] Crystal Waddell: Because that's probably the only way I'm going to get something unique, possibly. 

[00:10:24] Crystal Waddell: But I noticed that over there on LinkedIn. 

[00:10:26] Crystal Waddell: And how you were talking about people just feeling like they have to fit a mold.

[00:10:30] Crystal Waddell: Like being over on Instagram. 

[00:10:32] Crystal Waddell: You see more creative business owners.

[00:10:35] Crystal Waddell: But being on LinkedIn. 

[00:10:36] Crystal Waddell: It's like people are still thinking about, what people think of them professionally. 

[00:10:40] Crystal Waddell: And their long term careers or whatever. 

[00:10:41] Crystal Waddell: So it just feels a lot more buttoned up, and so I noticed that contrast. 

[00:10:46] Crystal Waddell: Of how businesses approach things.

[00:10:49] Crystal Waddell: And then I thought. 

[00:10:51] Crystal Waddell: When I first started, I was the same way. 

[00:10:53] Crystal Waddell: Like wanting that validation. 

[00:10:55] Crystal Waddell: But then also wanting to give credit. 

[00:10:57] Crystal Waddell: To people who gave [00:11:00] me some sort of advice or thought. 

[00:11:03] Crystal Waddell: That then triggered another thought of my own. 

[00:11:06] Crystal Waddell: And so I felt Oh my gosh, I really need to make sure that I acknowledge this person.

[00:11:10] Crystal Waddell: And it wasn't until three years later, as I was reflecting on my first course. 

[00:11:14] Crystal Waddell: I realized the problem with that was that then I'm just summarizing someone else's training. 

[00:11:20] Crystal Waddell: In many ways.

[00:11:21] Crystal Waddell: It's Oh, so and so said this. And so that's why I'm saying this. 

[00:11:24] Crystal Waddell: And I'm thinking. 

[00:11:26] Crystal Waddell: If I'm going to take your course, I want to know what you have to say.

[00:11:28] Crystal Waddell: And so that thought like really released me to be able to have my own thoughts. 

[00:11:33] Crystal Waddell: And not rely on other people's thoughts to justify what I believe to be true. 

[00:11:37] Crystal Waddell: Or know to be true. 

[00:11:38] Crystal Waddell: And then the last thing I used to be a volleyball coach and.

[00:11:42] Crystal Waddell: The goal. Yeah. 

[00:11:44] Crystal Waddell: But the goal of great coaches. 

[00:11:46] Crystal Waddell: I really feel like I totally agree with you. 

[00:11:49] Crystal Waddell: You should be invisible. 

[00:11:50] Crystal Waddell: At the end of the day, your players, your students, your business, people, whatever. 

[00:11:56] Crystal Waddell: Whoever you're leading. 

[00:11:58] Crystal Waddell: They should be successful and look at [00:12:00] themselves in the mirror. 

[00:12:00] Crystal Waddell: And be able to say, I did it.

[00:12:02] Crystal Waddell: And, it's always nice to hear as a teacher, 20 years later. 

[00:12:05] Crystal Waddell: Oh, you made a difference in my life or whatever. 

[00:12:08] Crystal Waddell: I totally would love to hear that someday. And I, on Facebook. 

[00:12:11] Crystal Waddell: If anybody ever says that it's so sweet, but immediately when they have success, it's not about us.

[00:12:18] Crystal Waddell: As teachers coaches or leaders. 

[00:12:20] Crystal Waddell: It's about seeing them succeed. 

[00:12:22] Crystal Waddell: In what they set out to do. 

[00:12:25] Crystal Waddell: So I love that because that from an athletics perspective and a sports perspective and a coaches perspective.

[00:12:31] Crystal Waddell: That's exactly how I train my athletes. 

[00:12:33] Crystal Waddell: I think it's just really important for people to grab a hold of that. 

[00:12:36] Crystal Waddell: And say, at the end of the day. 

[00:12:38] Crystal Waddell: If you are dependent on somebody else for your success. 

[00:12:42] Crystal Waddell: Or for your outcome.

[00:12:44] Crystal Waddell: Then that's not probably the right coach for you. 

[00:12:46] Crystal Waddell: Because you need to be able to do it on your own. 

[00:12:49] Crystal Waddell: Whether they're there or not, because they may not always be there. 

[00:12:52] Crystal Waddell: And at some point, we just need to grow.

[00:12:55] Crystal Waddell: And grow up in our businesses. So yeah. Those are all my knowledge vomits on that.

[00:12:59] Celi Arias: [00:13:00] Oh my gosh. 

[00:13:00] Celi Arias: I love that you said we need to grow up in our business. 

[00:13:02] Celi Arias: Because the thing you just said. 

[00:13:04] Celi Arias: I know Brittany is already I know where this is going. 

[00:13:07] Celi Arias: I actually am removing my name from my business, and I have already trademarked. 

[00:13:13] Celi Arias: And I have the URL and I'm moving over.

[00:13:16] Celi Arias: So you guys can't steal this because it's trademarked. 

[00:13:19] Celi Arias: I'm moving my whole business.

[00:13:20] Celi Arias: And it's all about like when you're ready to grow up. 

[00:13:24] Celi Arias: When you're ready to grow up your business, I'm going to teach you the actual basic things that you need. 

[00:13:29] Celi Arias: And then you're going to have the tools and you can go be a grown up.

[00:13:32] Celi Arias: And be the CEO of your business and really own it.

[00:13:35] Celi Arias: And the reason I'm removing my name from it is just because I don't want it to be about me. 

[00:13:41] Celi Arias: And also if it becomes about me, that's very limiting actually. 

[00:13:46] Celi Arias: Yeah. 

[00:13:46] Celi Arias: So I could actually impact more people if I create these trainings that other people can be trained in. 

[00:13:53] Celi Arias: There's a woman in France who was like, a few months ago.

[00:13:56] Celi Arias: I want to take your program but full disclosure. 

[00:13:59] Celi Arias: I'm very [00:14:00] similar to do and I do similar work as you and I don't.

[00:14:03] Celi Arias: And I know I'm going to be tempted to copy your dashboards. 

[00:14:06] Celi Arias: And copy your systems. 

[00:14:07] Celi Arias: Because you gave me a sneak peek and I'm going to end up copying it. 

[00:14:11] Celi Arias: And so that's why I'm not going to study with you. 

[00:14:12] Celi Arias: And I was like, what a great problem to have. 

[00:14:15] Celi Arias: I'll just create a program where you can get licensed in it. 

[00:14:18] Celi Arias: Because I love this idea of it not being about me. 

[00:14:22] Celi Arias: And it not being delivered through me.

[00:14:24] Celi Arias: And I just believe. 

[00:14:27] Celi Arias: I have this very strange way of engineering things in my brain. 

[00:14:31] Celi Arias: And creating systems. 

[00:14:33] Celi Arias: Why don't I use that power for good and why don't I create things that I can then get people licensed in. 

[00:14:39] Celi Arias: And teach it to them and give it to them and they go out into the world and teach it. 

[00:14:43] Celi Arias: I agree with you.

[00:14:45] Celi Arias: The other thing you made me think of something about giving credit to everyone. 

[00:14:49] Celi Arias: Here's the thing. 

[00:14:51] Celi Arias: A few years ago, you guys are probably too young to know this, but.

[00:14:53] Celi Arias: There's really no new idea. 

[00:14:56] Crystal Waddell: We just talked about this. There's no new thought. This There's no new under the [00:15:00] sun. 

[00:15:01] Celi Arias: Yeah, there's no new thought.

[00:15:02] Celi Arias: Years ago, when Radiohead came out with Kid A. 

[00:15:06] Celi Arias: Which is an album which you guys are probably too young to know. 

[00:15:09] Celi Arias: It was like explosively different and powerful in the music scene at the time. 

[00:15:15] Celi Arias: And there was this whole backlash retaliation of people.

[00:15:18] Celi Arias: Like, purists saying they weren't the first to create this sound, and this music.

[00:15:23] Celi Arias: Aphex Twin was the first. 

[00:15:25] Celi Arias: But they're more obscure and small. 

[00:15:26] Celi Arias: And I was like, Guys. 

[00:15:28] Celi Arias: Artists have been doing this since the beginning of time, right? 

[00:15:32] Celi Arias: Somebody does something and then we go, oh. 

[00:15:34] Celi Arias: Artists do this really well. 

[00:15:35] Celi Arias: They actually even know they're doing it.

[00:15:37] Celi Arias: It's almost like I put something out. 

[00:15:38] Celi Arias: And Crystal gets inspired by it. 

[00:15:40] Celi Arias: And she does a next iteration of it and it becomes this conversation. 

[00:15:46] Celi Arias: So. 

[00:15:47] Celi Arias: I think I always if I've actually learned something from someone or it's actually their thing. 

[00:15:53] Celi Arias: I always give credit because I'm very careful of not sounding like I know everything.

[00:15:59] Celi Arias: It's [00:16:00] more to not sound like I know everything and have all the answers. 

[00:16:03] Celi Arias: Because I don't think anyone does. 

[00:16:05] Celi Arias: And also sometimes I acknowledge I learned this idea from this person. 

[00:16:09] Celi Arias: And then I built on it and constructed on it. 

[00:16:12] Celi Arias: And now have created a 10 times simpler version of it. 

[00:16:15] Celi Arias: Like I've worked for two companies. 

[00:16:16] Celi Arias: Two coaching companies in the past. 

[00:16:19] Celi Arias: And I cannot say they did not influence my work. 

[00:16:21] Celi Arias: And they didn't influence my trainings or my frameworks.

[00:16:24] Celi Arias: What I did was: what do I really not like about that framework? 

[00:16:28] Celi Arias: Where is it too complicated? 

[00:16:30] Celi Arias: I always teach things for people in the simplest way. 

[00:16:33] Celi Arias: I was that girl in MBA being like, Professor, did you mean to say? 

[00:16:39] Celi Arias: So that's how I create frameworks and trainings.

[00:16:41] Celi Arias: So my frameworks are obviously influenced by these two other companies I coached for. 

[00:16:46] Celi Arias: And I learned their frameworks. 

[00:16:47] Celi Arias: And I always thought they were just too laborious. 

[00:16:49] Celi Arias: Too complex. 

[00:16:50] Celi Arias: I don't think figuring out your consumer has to be a 12 step process. 

[00:16:55] Celi Arias: My Lord. 

[00:16:56] Celi Arias: I don't think you need a 40 page avatar exercise. My Lord. 

[00:16:59] Celi Arias: [00:17:00] But I was definitely influenced by that work.

[00:17:02] Celi Arias: There is that fine line of knowing. 

[00:17:05] Celi Arias: But I do think that this is how humans learn. 

[00:17:07] Celi Arias: I think it's how we create. 

[00:17:08] Celi Arias: I think it's how we evolve. 

[00:17:10] Celi Arias: And sometimes you give credit. 

[00:17:12] Celi Arias: And sometimes you also acknowledge. 

[00:17:14] Celi Arias: No, there's a lot of Celi spice in here. 

[00:17:16] Celi Arias: And I'm just going to own it. 

[00:17:17] Crystal Waddell: The last thing I wanted to say before we probably swing it back to SEO. 

[00:17:21] Crystal Waddell: I saw this meme the other day where it talked about, your "avatar.' 

[00:17:25] Crystal Waddell: And it was a meme of two 70 year old men.

[00:17:30] Crystal Waddell: And one of them was Prince Charles. 

[00:17:32] Crystal Waddell: And the other one was Ozzy Osbourne. 

[00:17:34] Crystal Waddell: Oh, really. This is your avatar? 

[00:17:36] Crystal Waddell: Like it's more about what people believe than their demographics. 

[00:17:40] Crystal Waddell: And I was like, yes, that's so good.

[00:17:42] Brittany Herzberg: Okay. Quickly too. There were some things you guys were talking about.

[00:17:46] Brittany Herzberg: I want to wrap up those loose ends and then yeah. 

[00:17:47] Brittany Herzberg: We'll get back to SEO. We'll get back to what we're here for.

[00:17:51] Celi Arias: I told you this is going to be dangerous. The three of us could talk for hours about all kinds of things. 

[00:17:56] Brittany Herzberg: So look. 

[00:17:57] Brittany Herzberg: It is my personal mission to make you not the [00:18:00] internet's best kept secret.

[00:18:00] Brittany Herzberg: So this is how we're going to do this. We're just going to have you back on the show time and time again. But talking about like 

[00:18:06] Brittany Herzberg: crystal, I think it was you who said something about being able to do things on your own. 

[00:18:10] Brittany Herzberg: Daniel and I watched a show recently about different parenting styles and it was.

[00:18:15] Brittany Herzberg: I really appreciated these parents and these families being so vulnerable. 

[00:18:19] Brittany Herzberg: And open to going and having the world judge what they do. 

[00:18:22] Brittany Herzberg: Because, it just opened up so many different dialogues. 

[00:18:26] Brittany Herzberg: What do we like? What do we not like? 

[00:18:28] Brittany Herzberg: What crap from our past do we have? Like, all these things.

[00:18:31] Brittany Herzberg: But one of the biggest take home lessons was, like, some of these kids didn't trust themselves. 

[00:18:39] Brittany Herzberg: And I could see in myself. 

[00:18:41] Brittany Herzberg: I'll just speak for myself. 

[00:18:42] Brittany Herzberg: How that came all the way with me to adulthood. 

[00:18:45] Brittany Herzberg: And it was just so mind blowing. 

[00:18:49] Brittany Herzberg: And I'm watching these kids and I'm like, okay. I see that. I see that in my peers.

[00:18:53] Brittany Herzberg: I see that in myself. I see that in business. 

[00:18:55] Brittany Herzberg: And I'm sure Celi, like you're nodding. 

[00:18:57] Brittany Herzberg: Like I, I know that we all see this in each [00:19:00] other, and that is just.... 

[00:19:01] Brittany Herzberg: I guess I'm bringing it up because it's so important to me. 

[00:19:03] Brittany Herzberg: Because it resonated with me. And even bringing this in into SEO. 

[00:19:08] Brittany Herzberg: It's like, when we can be ourselves. 

[00:19:11] Brittany Herzberg: Know our mission, know who we're helping. 

[00:19:13] Brittany Herzberg: Know how we're helping them, and articulate that in a way that magnetizes and attracts the right people to us.

[00:19:20] Brittany Herzberg: That's freaking magical. 

[00:19:21] Brittany Herzberg: So when we can stop doing these umpteen page avatar exercises. 

[00:19:26] Brittany Herzberg: And focus on what it is that we like that lights us up. 

[00:19:32] Brittany Herzberg: The stuff that we want to do, the stuff that resonates with us, those people are going to find you. Those people are going to just, I don't know how they find you.

[00:19:38] Brittany Herzberg: They're like these little like fruit flies where they're just like miles and miles away and they find you. 

[00:19:42] Brittany Herzberg: So there is some stuff that we can do with SEO to attract the right people and help them find us a little easier. 

[00:19:50] Brittany Herzberg: So Celi, I know we're like possibly in the middle of the episode. 

[00:19:53] Brittany Herzberg: However, one thing I love asking people is: How do you define SEO? 

[00:19:57] Brittany Herzberg: And there's no wrong answer [00:20:00] just whatever it is.

[00:20:01] Celi Arias: That's a great question. 

[00:20:03] Celi Arias: I mean, my understanding I'm like wow. 

[00:20:05] Celi Arias: Now I'm on in the hot seat with the two experts. 

[00:20:08] Brittany Herzberg: And I just threw you in there. 

[00:20:10] Celi Arias: Yeah, you just threw me in the hot seat. 

[00:20:11] Celi Arias: My understanding is similarly to some of the work I make people do in my program. 

[00:20:16] Celi Arias: So you'll understand this. 

[00:20:17] Celi Arias: Is understanding how your people are describing you. 

[00:20:21] Celi Arias: Or what words they're using to find you. 

[00:20:25] Celi Arias: Rather than what words, from your perspective, you think they're using to find you.

[00:20:31] Celi Arias: Brava. That's me. That's me. Yes. So also, by the way, you're never going to get there by imaginary avatar work. 

[00:20:37] Brittany Herzberg: No. 

[00:20:38] Brittany Herzberg: No. Yeah. And you have the best, like just subtle plug. You have the best. And I love market research. I love talking to my people. 

[00:20:45] Brittany Herzberg: I love asking questions. I listen all the time. 

[00:20:47] Brittany Herzberg: But Celi, you have the best voice of customer research exercise ever for questions.

[00:20:53] Brittany Herzberg: You're done. Amazing. I'm done. 

[00:20:55] Celi Arias: Thank you. 

[00:20:57] Celi Arias: Again, all of my, all, every single one of my [00:21:00] trainings is me racking my brain going. 

[00:21:02] Celi Arias: What is the minimum viable system here? 

[00:21:07] Celi Arias: That I need to give someone to get them a result. 

[00:21:11] Celi Arias: Could we do those voice of consumer interviews with 10, 15 questions?

[00:21:14] Celi Arias: Absolutely. 

[00:21:15] Celi Arias: But what's, when I like keep pulling away the layers. 

[00:21:20] Celi Arias: What's the minimum thing I need you to understand about your audience? 

[00:21:25] Celi Arias: And it was those four questions. Yeah. And it's magic. Yes, it is. magic. 

[00:21:30] Crystal Waddell: I was working on a website for an e commerce store recently. 

[00:21:33] Crystal Waddell: They had a domain authority of 30.

[00:21:36] Crystal Waddell: They're coming to me and they're saying can you help us figure out how to get more clients?

[00:21:40] Crystal Waddell: And so I am doing this technical SEO audit. Domain authority is 30. 

[00:21:46] Crystal Waddell: A great small business domain authority usually falls around 15. So that definitely caught my attention. I thought, huh. 

[00:21:52] Crystal Waddell: Wow, how did you do this? 

[00:21:54] Crystal Waddell: And I'm looking down, there was a, like a collaboration with a famous [00:22:00] person with one of their products. 

[00:22:01] Crystal Waddell: Which was pretty cool.

[00:22:02] Crystal Waddell: There's lots of press. They had a very I don't know what you call that. Like social, socially prominent issues, in their product offering or whatever. 

[00:22:11] Crystal Waddell: So it's it's a very timely product offerings. 

[00:22:14] Crystal Waddell: If people are searching to support different social issues.

[00:22:16] Crystal Waddell: But I said, like, how did you do this? And it was like, we don't know. 

[00:22:20] Crystal Waddell: We don't know how it happened. 

[00:22:21] Crystal Waddell: And I'm like, you are a unicorn. 

[00:22:23] Crystal Waddell: So if you're listening right now, you know that I'm talking about you. 

[00:22:26] Crystal Waddell: Because I sent him pictures of unicorns and stuff like little memes of unicorns.

[00:22:30] Crystal Waddell: I just want to really urge people. 

[00:22:32] Crystal Waddell: Whether you have an e commerce store or something else. 

[00:22:35] Crystal Waddell: Before you change anything, talk to one of your clients, let them show you, this is something in UX called user research. 

[00:22:45] Crystal Waddell: And it sounds like what you have in your program is like a client research type thing or whatever. 

[00:22:51] Crystal Waddell: Like being able to understand how your clients use your website is a big part of SEO. 

[00:22:58] Crystal Waddell: Even taking it [00:23:00] back a step and just saying, Hey, show me how you would search for this in Google.

[00:23:05] Crystal Waddell: And let them lead you on the path. 

[00:23:08] Crystal Waddell: So you can see what words they use to find your product.

[00:23:12] Crystal Waddell: What experience they have when they get to your website and you know what that process is like. 

[00:23:18] Crystal Waddell: Make sure that you allow at least one of your customers to take a look.

[00:23:23] Crystal Waddell: What customer suggestions did you guys get?

[00:23:26] Crystal Waddell: Or, what did they say was wrong or, what to improve or whatever. 

[00:23:28] Crystal Waddell: Oh we didn't talk to any of our customers. 

[00:23:31] Crystal Waddell: I get it. When you first design a website, you're just putting something up there, right? 

[00:23:35] Crystal Waddell: Because you're putting your flag in the sand that this is our business.

[00:23:38] Crystal Waddell: Here's our address, whatever. 

[00:23:40] Crystal Waddell: But when you start to make changes, you can make informed changes. These don't have to be guesses anymore. 

[00:23:46] Crystal Waddell: You can go to your customers. 

[00:23:48] Crystal Waddell: You can go to people who might buy your product. 

[00:23:50] Crystal Waddell: Even people who wouldn't buy your product. 

[00:23:52] Crystal Waddell: Get feedback on how it can be easier to navigate your site and 

[00:23:56] Crystal Waddell: get found in search.

[00:23:58] Celi Arias: Think that's true for [00:24:00] everything. 

[00:24:00] Celi Arias: So I'm going to give you a few examples in personal and client. 

[00:24:04] Celi Arias: Personally, fairly recently I was speaking to a colleague who's very similar to me in what she does. 

[00:24:11] Celi Arias: She's a strategist and she's a very kind of what I used to do. 

[00:24:15] Celi Arias: Very high level strategist for high earning companies.

[00:24:22] Celi Arias: And she said to me, I love your website copy. Who did it? 

[00:24:28] Celi Arias: And I said basically me right now. 

[00:24:31] Celi Arias: But the fact that you love it means I need to work on it. 

[00:24:34] Celi Arias: She loved it because she loved it and she gets it. 

[00:24:39] Celi Arias: But she's not my client. 

[00:24:41] Brittany Herzberg: Let's just let that land, 

[00:24:44] Celi Arias: everyone. 

[00:24:45] Celi Arias: And so I, as a good business strategist, I am, instead of taking that as a compliment, I was like, Oh, thank you.

[00:24:52] Celi Arias: And immediately I went Ooh, we got work to do. 

[00:24:55] Celi Arias: We got to change things up. Cause she's not looking for me. 

[00:24:58] Celi Arias: She's impressed as a [00:25:00] colleague. 

[00:25:00] Celi Arias: Not who I'm trying to speak to and impress. That's number one. 

[00:25:04] Celi Arias: And number two, I'm just going to say this, so I don't forget. 

[00:25:07] Celi Arias: We were just talking about this yesterday in my small group program, which is like business fundamentals roadmap to millions.

[00:25:13] Celi Arias: We go through all the building blocks of a business. 

[00:25:16] Celi Arias: And yesterday we were doing the offer suite evaluation. 

[00:25:19] Celi Arias: And somebody's thinking about adding this new offer,. 

[00:25:23] Celi Arias: And I'm saying this because you guys all go through this, right? 

[00:25:26] Celi Arias: And doing the whole analysis. 

[00:25:28] Celi Arias: We do analysis of financially profitable. 

[00:25:30] Celi Arias: Energetically profitable.

[00:25:33] Celi Arias: And then we look at all your offers and which ones make sense to focus on. 

[00:25:36] Celi Arias: And someone was in this place of doing a complete overhaul and wanting to make this mastermind. 

[00:25:41] Celi Arias: And I said to her. 

[00:25:43] Celi Arias: Have you asked your clients? 

[00:25:45] Celi Arias: If they want a mastermind? 

[00:25:48] Celi Arias: In with parameters and the elements that you're talking about.

[00:25:52] Celi Arias: And she's no, but I know they really need. 

[00:25:54] Celi Arias: I know that my people really need me and my trainings. 

[00:25:58] Celi Arias: My coaching, [00:26:00] and community and accountability. 

[00:26:01] Celi Arias: And I was like, okay, great. 

[00:26:03] Celi Arias: Ask them first. 

[00:26:04] Celi Arias: And so to your point, Crystal, that's true for all areas of your business. 

[00:26:08] Celi Arias: Except for maybe the numbers. 

[00:26:09] Celi Arias: Where the numbers actually tell you something.

[00:26:12] Celi Arias: And the data tells you something. 

[00:26:13] Celi Arias: But in every other area of your business you really have an easy tool at your fingertips. Which is: ask your people. 

[00:26:20] Celi Arias: Ask your future people, ask your ideal people who never bought from you. 

[00:26:24] Celi Arias: Ask your current people and say, Hey, if I was going to change up. 

[00:26:29] Celi Arias: I'm actually doing this later today in my mastermind. 

[00:26:31] Celi Arias: I had an idea of how to make it even more impactful.

[00:26:35] Celi Arias: So, we're having a meeting today in my mastermind and I'm asking them. 

[00:26:38] Celi Arias: Would this be? 

[00:26:40] Celi Arias: Before I go and change things up. 

[00:26:41] Celi Arias: And make my life crazy. 

[00:26:43] Celi Arias: Would this be more impactful for you if I changed the formatting of this meeting like this? 

[00:26:48] Celi Arias: So, we have the tools at our fingertips. 

[00:26:51] Celi Arias: And sometimes we make it hard and we make it more complicated.

[00:26:55] Crystal Waddell: I have a question for you then, Celi. 

[00:26:57] Crystal Waddell: With your copy on your [00:27:00] website. 

[00:27:00] Crystal Waddell: Because this pertains to SEO. 

[00:27:01] Crystal Waddell: How would you change that copy? 

[00:27:04] Crystal Waddell: To reach the people that you want to reach? 

[00:27:06] Crystal Waddell: If you could think of one word or two words that might be missing from what you're talking about. 

[00:27:12] Crystal Waddell: What would be the changes that you could potentially make? 

[00:27:14] Crystal Waddell: Now that you've had this insight from a colleague?

[00:27:18] Celi Arias: I already knew that I need a full overhaul because my copy was written in a vacuum. 

[00:27:25] Celi Arias: I had support from somebody. 

[00:27:28] Celi Arias: And I think this happens to a lot of people. 

[00:27:29] Celi Arias: Not because a person's a bad copywriter. 

[00:27:31] Celi Arias: Like maybe a year ago. 

[00:27:32] Celi Arias: But just I think Copy and Brittany, you do this a lot. 

[00:27:37] Celi Arias: It has to come from research and conversations.

[00:27:40] Celi Arias: And we didn't do it that way. 

[00:27:41] Celi Arias: Because I needed to get my web designer copy and I needed to do it fast. 

[00:27:45] Celi Arias: So business mistake one, number one, when you do something fast. 

[00:27:49] Celi Arias: So, the first iteration of the copy wasn't great. 

[00:27:51] Celi Arias: And so then I stepped in with my brain and fixed certain parts, not thinking about.

[00:27:57] Celi Arias: Ironically, my consumer and the teachings that I [00:28:00] teach, right? 

[00:28:01] Celi Arias: So I've known for a while that it needs a complete overhaul. 

[00:28:04] Celi Arias: So I've been doing my voice of consumer interviews. 

[00:28:06] Celi Arias: I've been gathering the things that people say. 

[00:28:09] Celi Arias: I've also been gathering what people really want. 

[00:28:11] Celi Arias: And I realized that what I built is what they really want. 

[00:28:13] Celi Arias: But I haven't been speaking to it that way.

[00:28:16] Celi Arias: I already knew that. 

[00:28:17] Celi Arias: So when she gave me that feedback that she loved my copy. 

[00:28:20] Celi Arias: That was like the cherry on the sundae for me. 

[00:28:23] Celi Arias: I was like, Ooh, I already knew I had, that's ironic. I'm here. I am doing all this work. Brittany's helping me. 

[00:28:29] Celi Arias: I've done some positioning work with someone I really admire. 

[00:28:33] Celi Arias: I've been doing all this work and here I get a compliment about my copy from the wrong person.

[00:28:38] Celi Arias: So rather than that making me want to keep the copy. 

[00:28:42] Celi Arias: I was like, ah, thank you for that validation speaking to the wrong person. Amazing. 

[00:28:48] Celi Arias: So my copy, I know exactly what I do. 

[00:28:50] Celi Arias: I know exactly what results I get people. 

[00:28:52] Celi Arias: I know that I create confidence in people. 

[00:28:55] Celi Arias: I know that I teach you how to think so that you... 

[00:28:58] Celi Arias: my whole goal is that you [00:29:00] ultimately trust yourself again. 

[00:29:01] Celi Arias: Which I think we're all learning to do that on all levels of life.

[00:29:06] Celi Arias: That childhood trust that somehow got taught out of us. 

[00:29:10] Celi Arias: I think we're always on this journey coming back to that. 

[00:29:13] Celi Arias: I just do it through business. 

[00:29:14] Celi Arias: Business is my vehicle that I help people through that journey. 

[00:29:18] Celi Arias: So I've built things that teach you how to trust yourself. 

[00:29:21] Celi Arias: And teach you how to make decisions. 

[00:29:23] Celi Arias: And teach you how to think about business in a way that feels really calming. 

[00:29:26] Celi Arias: And gives you confidence.

[00:29:29] Celi Arias: But you won't see that anywhere on my website right now. That language. Not yet. So I'm very like conscious of that now. 

[00:29:34] Crystal Waddell: I think that's so interesting. 

[00:29:35] Crystal Waddell: I recently was talking about that element of confidence. 

[00:29:39] Crystal Waddell: And crazy enough, SEO is a confidence builder. 

[00:29:44] Crystal Waddell: The reason why I say that is because once you identify the keywords that are attracting people to your website. 

[00:29:52] Crystal Waddell: It reinforces that you know your product and your business better than anyone.

[00:29:57] Crystal Waddell: when people come to say, [00:30:00] hey, fix this for me or whatever. 

[00:30:03] Crystal Waddell: I'm like, you, this is your business. It's not your baby. It's your business, but this is something you've built. 

[00:30:11] Crystal Waddell: And I always find it interesting and it's flattering, but I feel like it's misplaced. 

[00:30:16] Crystal Waddell: This is something, you know, better than anybody else. 

[00:30:19] Crystal Waddell: I don't know your clients. I don't know why they do what they do. 

[00:30:24] Crystal Waddell: But I will say this just a couple of days ago on Instagram stories. 

[00:30:29] Crystal Waddell: I was talking about how I was trying to create a a better client journey because I sell a product that is high end. 

[00:30:37] Crystal Waddell: And I wanted to make sure that people had better touch points or whatever.

[00:30:41] Crystal Waddell: So I asked the question, I said how would you incorporate the senses. 

[00:30:45] Crystal Waddell: The five senses into your client journey so that people would feel very much seen, loved, cared about, whatever. 

[00:30:52] Crystal Waddell: And people view my stories, probably skipped it because I was, vomiting all over them.

[00:30:55] Crystal Waddell: But when they viewed it, I sent them a message. 

[00:30:57] Crystal Waddell: I said, Hey, what do you think about this? 

[00:30:59] Crystal Waddell: And [00:31:00] I never thought about that.

[00:31:01] Crystal Waddell: I'm like, you never thought about that? 

[00:31:02] Crystal Waddell: What your client's experiencing?

[00:31:04] Crystal Waddell: And how you make them feel? This is what I created. 

[00:31:07] Crystal Waddell: How can I give them an MVP experience?

[00:31:09] Crystal Waddell: And so I just think it's so important that we just take the time to think about what we know about our clients and what they need. 

[00:31:16] Crystal Waddell: People have that in them as business owners. 

[00:31:19] Crystal Waddell: We can't give it to 'em from the outside. 

[00:31:21] Crystal Waddell: We don't know your business. Like we'd have to really dive in there and get to know your business like you do before.

[00:31:26] Crystal Waddell: You know what I mean? So all of that just takes so much. 

[00:31:29] Celi Arias: I've had people be like, just tell me what to do. 

[00:31:31] Celi Arias: And I was like, I morally cannot. 

[00:31:33] Celi Arias: It is at the end of the day. I think that there's a lot of coaches that do this and I don't agree.

[00:31:39] Celi Arias: At the end of the day, if I just tell you what I think you should do. 

[00:31:43] Celi Arias: I'm now building my vision of your business. 

[00:31:47] Crystal Waddell: Yes. 

[00:31:48] Celi Arias: And I'm projecting on you what I think you should do. 

[00:31:51] Celi Arias: And if I'm really a true and true strategist. 

[00:31:55] Celi Arias: And to your point, a good volleyball coach. 

[00:31:57] Celi Arias: I am actually empowering [00:32:00] you. 

[00:32:00] Celi Arias: To be the most embodied. 

[00:32:05] Celi Arias: Fully personified version of yourself.

[00:32:09] Celi Arias: So if I tell you go do this. 

[00:32:11] Celi Arias: And then this is the offer suite and this is the order and this is the pricing. 

[00:32:14] Celi Arias: And then I just built my version of your business for you. 

[00:32:18] Celi Arias: And then we wonder why all these people are quitting their businesses. 

[00:32:21] Celi Arias: Because they've all been building the businesses they were told.

[00:32:25] Crystal Waddell: Hey friend, thank you for joining us today as we talked with Celia. 

[00:32:30] Crystal Waddell: If you'd like to connect, you can on instagram at IamDonCelia. 

[00:32:35] Crystal Waddell: We'll have her links for her website and LinkedIn in the show notes. 

[00:32:39] Crystal Waddell: So stay tuned! 

[00:32:41] Crystal Waddell: As you can tell the conversation's not over and we can't wait to have her back.