Sonia Urquilla (SEO by Sonia) turns SEO into something the average coach or consultant can actually use. Jeremy met her on TikTok, and in this episode she shares the framework she calls “brand optimization” — getting found and mentioned everywhere your audience searches, not just ranking a website.

It’s personal for her: she watched her dad’s local shop close for lack of visibility — no Google Business Profile, no website — and now helps female founders and service providers avoid that same fate.

What you’ll learn:

  • What “brand optimization” means — and why SEO now spills into PR, Reddit, podcasts, citations & local events
  • How one client’s masterclass went from ~100 attendees to 1,000+ by combining a press release, ads, email & Reddit
  • The local “goldmine” online service providers ignore — and how sponsoring local charities/events (via Zip Local) earns links, trust & leads
  • Why AI has leveled the playing field — and why fear-mongering keeps small businesses from using it
  • The follow-up gap: ~80% of local businesses never reply to a message (and how to fix it)
  • How to vet an SEO: do they actually do their own SEO?
  • Jeremy’s open-source tool pick: OpenSEO (GSC + backlink data, an MCP, ~$10–20/mo)

Watch the video: youtube.com/watch?v=M1fdsssDiw8

Connect with Sonia: Website: seobysonia.com (grab a free video website audit) · LinkedIn: Sonia Urquilla · TikTok & Instagram: @seobysonia

More interviews at unscriptedseo.com — browse the topical hubs for past guests like Rand Fishkin & Grant Simmons. Plus the keyword-research tool at SEO Arcade

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