Sarah Moon

Hello Reader, 👉 I will be promoting Summer of SEO over the next few weeks. If you do not wish to receive promotional information about this program, click here. Please note that I likely will be mentioning it in my Friday emails. Most people treat their content strategy like a flat pancake. They write one blog post, hope it ranks, craft a services page, hope it gets views, rinse and repeat. The problem? This is not all that different that the social media Post and Hope approach—which is like...

Hello Reader, Most experts have spent years, if not decades, honing their skills and knowledge but done little to make that experience discoverable so it can have greater impact. It makes sense, honestly. You know how to do your thing—no one gave you a map to follow or a route to ensure people actually know about you. And if you’ve spent a lot of time in corporate life where visibility was someone else’s job, it’s all the more distant from your mind. One of the most common things I hear from...

Hello Reader, If you’ve been feeling like your content is just adding to the noise lately, there’s a technical reason why—and a very human solution for it. As I'm planning this year's Summer of SEO programming, I've focused on what I'm seeing as "tipping point tactics" (my working term, it's a little cheesy!) that actually make a difference in business outcomes. You know, the things that land speaking gigs, attract clients operating at a different altitude than you ever expected, or that...

Hello Reader, Quick note: I'm hosting a free semi-impromptu town hall about sustainable sales and marketing with my friend Nat Bullen next week. Join us! For years, the SEO and marketing industries pushed us toward the content treadmill—chasing search volumes, obsessing over competition scores, and twisting our sentences to satisfy a machine. But if you’ve been following along for the last few years, you know that’s not how we build sustainable authority. While I do offer an "over my...

Hello Reader, Something interesting is happening with meta descriptions… and I think it's relevant for most of the folks who read my emails. But first, let's back up for a second and look at what a meta description is. A meta description or SEO description is a backend description on a page or post on your website. It's basically a supporting character not your SEO title or title tag. I like to use them as a bit of marketing juice as well, as it's often the first contact someone has with my...

Hello Reader, 👉 It's almost last call for my Google Business Profile workshop—sign up here. I posted something about this in my business account's Instagram stories (@sarahmoonco) recently, but I thought I would share this observation with my favorite folks—my newsletter reads. Analytics aren’t the full story. This is why I very intentionally use the phrase “data informed,” not “data driven” when I talk about my approach to marketing. If we’re letting incomplete data drive the bus, we head...

Hello Reader, Want to listen to or watch a deep dive interview with me all about the state of search and organic discovery in 2026? Check out Small Business Casual on Apple Podcasts, YouTube, or Spotify! This is a really great, free-flowing conversation—and you get to learn a little bit about dog dancing as a bonus! As I've been promoting Local Lead Machine: Master Your Google Business Profile workshop, the most common question I've gotten is, "Does this matter if my business is remote?"...

Hello Reader, 👉 Quick reminder: Registration for my first-ever Google Business Profile workshop is now open! If you’ve joined me for a workshop or a strategy session recently, there's a very good possibility that you've heard me talk about the shift in recent years from E-A-T (Expertise, Authority, Trust) to E-E-A-T, which adds that crucial first E for Experience. Google and other search engines (including some LLMs) use this to evaluate both our websites and the content we put out into the...