Marketing for Designers with Masha Koyen

# 45 SEO for designers: Why audience comes before keywords with Nina Clapperton

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Tired of hearing about keywords when it comes to SEO? That’s not the only thing that SEO is all about. SEO isn’t just about embedding the right keywords into your website. It’s also about deeply understanding your audience and speaking their language. 


In this episode, I sit down with SEO expert Nina Clapperton who shares how to attract the right clients by focusing on what your audience is actually searching for. She breaks down the steps to creating content that gets found by Google and resonates with potential clients—without attracting DIYers who just want free tips.

What you’ll learn in this episode:

  • Why focusing on your audience matters more than keywords in SEO.
  • How organic traffic brings in warmer leads compared to ads.
  • The importance of having a website you own and control.
  • The power of long-tail keywords and how they can help you rank higher.
  • How to create content that filters out DIYers and attracts clients ready to hire.
  • Tips for building high-quality backlinks that boost your site’s credibility.

    • Memorable quotes from Nina:

    • "Audience is the cornerstone of SEO. Keywords are just filtering your language so that people can follow what you're talking about."
    • "I like to think of it as someone literally asking you for what they want with organic traffic. They are stumbling upon you naturally."
    • "When you're relying entirely on referrals, you're not in control of your traffic sources, and that means it could vanish at any moment."

      • Key highlights:

      • Audience-first SEO: Nina emphasizes that everything starts with understanding your audience’s pain points and questions, not just keywords.
      • 10 blog posts strategy: You don’t need hundreds of blog posts to rank well. With just 10 well-written, targeted posts, you can start making a major impact.
      • Backlinks as PR: Forget shady backlink strategies. Nina shares how to approach backlinks like PR, building relationships with others in your industry for real results.
      • Long-tail keywords: Why niche, specific keywords are more valuable than high-volume ones for interior designers.
      • Optimizing for local search: Nina explains the importance of optimizing for your city or region, especially for location-based services like interior design.


        • Connect with Nina:

        • Website: She Knows SEO
        • Instagram: @ninaclapperton


          • Resources mentioned:

          • RankMath (SEO plugin)
          • Key Search (Keyword research tool)
          • Answer Socrates (Content ideation tool)
            • MOZ


              • Other SEO episodes you should check out:

              • #32 The power of local SEO for interior designers with Robyn White
              • #6 Google vs social media - where to invest with Daniela Furtado


                • Connect with Masha

                Need help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers:

                • FREE GUIDE: 7 strategies to attract affluent clients
                • Weekly marketing tips
                • Masha’s Instagram
                • Masha’s Website
                • Book a call with Masha


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                  Marketing for Designers with Masha KoyenBy Masha Koyen
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