In Episode 39 of The Page 2 Podcast, hosts Jacob Stoops and Jeff Louella talk with Carolyn Lyden, President and Lead SEO at Search Hermit, about her unconventional path from English major to data-driven marketer. Carolyn shares how copywriting led her into SEO, why it’s easier to train a writer in SEO than the reverse, and how her passion for helping small and women-owned businesses sparked the launch of her consultancy.

🧩 Inside this episode: 

• How Carolyn evolved from AIM-obsessed kid to professional copywriter to SEO strategist
• What it’s really like doing SEO for niche industries (including funeral homes)
• Why local SEO deserves more love—and how small businesses can succeed with it
• Working at CallRail and what it taught her about real marketing attribution
• The constant challenge of educating clients about SEO value and expectations
• Helping women-owned businesses rise in visibility without VC backing
• What it’s like launching a solo consultancy—and learning on the fly
• The power of saying “this isn’t working”—and pivoting your career with purpose
• Why women need to be seen, heard, and respected in SEO—and how we can all do better

Whether you’re growing a freelance business, working with local clients, or striving to make SEO more inclusive, this episode brings a refreshingly honest, grounded perspective on what real success looks like.

🔔 Subscribe for weekly interviews with the voices shaping SEO from the inside out.

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