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She is sure, she is straw is straw, she is true,
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is true, she is praise, pray is she is you.
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Hello, everyone, welcome to today's Word of Mom Radio Here
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on the Word of Mom Media Network. I'm your host,
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Dori Di Carlo. And you know we are here week
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after week, show after show, breaking those myths that morepreneurs
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and business women, especially those of us building our businesses
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from home, that we're just dabbling in between bake sales
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and getting our nails done.
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We're not.
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We are smart, we are savvy, and we are sharing
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the wisdom of women in business and in life. And
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I'm looking forward to bringing today's guest into our business spotlight.
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Lindsay Bussfield is one of the leading SEO experts and
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legal SEO and content marketing. As the vice president of
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Optimize My Firm, Lindsay is behind some of the name's
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most powerful law firm websites. While a dozen or so
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SEO agencies can tout the same accomplishments, Lindsay's become an
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industry disruptor by revolutionizing the client law firm relationship. Rather
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than locking clients in with long term contracts and over
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promising results in time, Lindsay's company has completely done away
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with contracts, which attorneys surprisingly love. Lindsay's also the host
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of her own podcast, The Personal Injury Marketing Minute, which
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has been applauded as one of the best legal podcasts
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in twenty twenty five by Attorney at Law magazine. She
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also comes from an entrepreneurial family, and her relatives founded
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hansome Brook Farms, one of the first pasteurized raised egg
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companies in the US, which grew to become the largest
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provider of our gan pasture raised eggs in the country.
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Outside of business, Lindsay's an avid pickleball player and loves
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discussing how the sport fosters a unique sense of community,
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its impact on mental well being, and why it's rapidly
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becoming one of the fastest growing sports in the country.
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And I'm going to want to talk about that. So
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with all that being said, Lindsay, welcome to Word of
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Mom Radio.
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Well, thank you so much for having me. I mean,
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what a great introduction. And yes, I did just go
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get my nails done, so I'm not even going to
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like shy away from what you said about popping in
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and out between manicures because I just did.
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Or you know what my granddaughter and I did right
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before Thanksgiving. I took her shit five and she and
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Mimi got our first manicures together, and we did a
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family Christmas party and I gave her a whole little
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nail set with decals and everything else. So there's nothing
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wrong with that.
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But but that's not the whole picture here.
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That's right, So take us on your journey that has
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led you to what you're doing now, Lindsay.
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So it's a weird journey, as I think some of
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the best journeys are, because nobody wakes up a five
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year old and it goes Man, I really want to
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run an SEO company. If I could just work with
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law firms websites when I grow up, that's what I
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want to be. No, it never starts that way. So
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it started with a lot of chaos and confusion where
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my family was constantly in and out of businesses going
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I have a great idea, let's put this into the
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market and test it out and see, you know what happens.
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So my foundational experience was watching my parents do business.
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So I kind of knew that I had some sort
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of draw towards that, some sort of natural instinct around business,
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but didn't really know what to do with it. So
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of course I irritated my parents to no end and
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got a philosophy degree and from that I could either
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go work at Starbucks or become a lawyer. So I
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went to Starbucks and still trying to figure out what
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I wanted to do with my life. I loved English,
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so I became an English teacher and realized that's really
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not for me. But I loved certain parts of that.
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I loved teaching, I loved the community building. I loved
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the creativity. But as we all know, teacher environment right
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now is just the pits. So left that and went
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to go work for my family's egg business, as you
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mentioned about that that grew from a very small business
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to now a very very large business, and had a
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great time putting the pieces together for that. From there,
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I sidestepped into project management and went to go work
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with a law firm locally and helped them out with
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their marketing and project management for that, and that's where
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I stumbled into SEO. So it was completely by accident,
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but SEO really put a lot of the pieces together
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for me. It was creative, it was strategic, it was
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project management, and it spoke to to a lot of
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passions that I had already developed throughout the course of
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a very Hodgepodge career track, and now has positioned me
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to offer this really niche strategy towards a niche client
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that it thrives for. So putting all those pieces together
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has built for a very a career that I'm passionate
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about that I can get excited about in the morning
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and can also make a little bit of money.
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Yet, for you, in this growth now of AI, how
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are you seeing it impacting SEO?
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So that's a great question, and it's usually a question
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that people lead with a lot because it is huge.
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It's going to change how people work, it's going to
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change how people think. But in terms of AI, it's
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not the big earth shatterer that people think that it
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is because right now AI is very limited. It is
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not generating its own content, it's not having unique ideas.
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It's pulling from stuff that's already out there on the Internet.
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It's pulling from websites, it's pulling from Reddit, it's pulling
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from social media here and there. It's pulling from video,
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it's pulling from podcasts, it's pulling from a bunch of
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different types of content. But if you are doing SEO
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really well anyway, it's going to be pulling from what
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you're already doing well. So for my company and my clients,
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it really isn't a big earth shatterer. It's not detracting.
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We don't really need to change our strategy in any way.
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We just need to make sure that we're doing as
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much content as possible in as many different types of
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ways as possible, which is great because that's going to
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be serving my law firms perspective clients well anyway. So
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I think it's great.
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It's interesting because so many people now are kind of
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turning everything over to it. And like you said, if
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you're doing your SEO right, the AI is pulling the
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content you're already creating.
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Right, it's just an extra feather in your cap if
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you're getting some free real estate out of the AI
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search results.
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So for people that don't understand SEO search engine optimization,
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how is that driven? And what does it do to
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help you find? You know, show up on the Google maps,
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all of the different things the places people want to
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be found.
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Right, And I think people have somewhat of a curse
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re understanding of what SEO is if you take away
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the letters, SEO is really just making sure that your
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business shows up on the first page of Google when
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somebody is looking for the product or service that you're offering.
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So if you have a pizza pizza restaurant and you
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type in pizza restaurant near me, well, you want your
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pizza restaurant to show up before all of your competition,
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and the same is true with any business. So what
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Google is going to be pulling from to make sure
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that you're the first business that pops up is your website.
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They're going to look at the content on your website,
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they're going to look at how reputable your website is,
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and they're going to look at the information there and
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see if it matches up with what people are searching for.
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So that is called your organic listing. Is your website
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listing on Google. But there are some other pieces that
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Google pulls from as well, in different places on the
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Google search results that your business can show up. So
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that's going to be your website listing in addition to
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the local pack, which is the map listing, and that's
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determined by your review recency, user proximity to whatever type
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of business it is that they're looking for, as well
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as your organic rankings. So the best thing that you
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can do for yourself is one develop content on your
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website that's relevant to what your customers are looking for.
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And number two is get reviews for your business. And
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it might not feel the supernatural to go out and
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get reviews, depending on the type of business that you have,
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but if you're going to be successful in getting to
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that first page of Google, to getting to that local map,
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it's something that you really need to focus on in
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order to drive your business forward.
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Awesome answer. As an entrepreneur, and in doing what you're
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doing with your business, how are you able to identify
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the market's need for what you are doing and what
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your clients offer.
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So our company is special because it's a real niche.
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We only do search engine optimization and we only do
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it for lawyers, and even within the legal realm, we
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really focus on personal injury lawyers. So we've created this
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really niche vertical and we've done so because we've identified
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the market need for that. We've identified a prospective client
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that is going to get a great ROI from the
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services that we're providing and depending on which market we
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look at, there are some markets that are more saturated
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than others. There are some that are a little bit
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less competitive, some that are harder or easier to break through.
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There are some markets that are impossible to break through.
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So we are very particular on which markets we are
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willing to operate within. For example, in Los Angeles, you
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have some of the biggest personal injury lawyers in the
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world who are investing millions of dollars in their SEO
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every month, and there are thousands of lawyers who are
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competing for this one geographic location. So if I have
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you know, Turner and Bruns comes to me and say,
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I have five thousand dollars a month to spend in
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Los Angeles, what can you do for me, I'll tell
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them absolutely nothing, because you need to be spending that
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marketing spend in a different way, because you're just going
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to be lighting those moneies on fire. If you're trying
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to break into this, it's just not going to happen.
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So we turn away a lot of clients in some
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markets just because the service that we're providing isn't the
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right fit. But if I find somebody out in Omaha,
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where it's not as competitive, not as saturated, and somebody
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comes to me with a budget that's realistic for that area,
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then we'll focus on developing a strategy for that area.
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But for us, it's really come down to identifying what
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market is going to be best served by the bath
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services that we provide so that our clients are happy.
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At the end of the day, our reputation is protected
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because we know that what we're doing is going to
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work and we can all sleep really well at night.
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How do you and your partners divide up? Who does what?
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What's your specialty?
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Lindsay, So, I have a business partner. His name's Len.
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He founded our company about fifteen years ago and I
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joined in about seven or eight years ago, and he
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and I are a really terrific creative pair. And I
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think it is so important to find your creative pair
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when you are building a business, if at all possible,
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because you can compliment each other's shortcomings and your particular
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skill set can really shine if you allow each other
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to do so. So for Len, the things that I
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really admire about him is how well he can dive
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into the nitty gritty technical aspects of this. If there
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is an algorithm change, he's on it. If there is
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a new feature on the Google Search results, he's on it.
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They're testing something out. He is geeking out over all
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of that. And while I have clearly an interest in that,
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that's not where my brain is. So I would get
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burnt out and bored to tears if I had to
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be part of all of the technical nitty gritty. And
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because he is in there, he has some really great
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ideas that come out and he kind of shotguns them everywhere.
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And my specialty is logistics, so I am really great
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at picking out which of these ideas is going to
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be the best to move forward with. I organize, I delegate,
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and I make things happen, and that's where I shine.
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So as we come together, we are able to make
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a really great creative pair because we're constantly driving each
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other forward. And neither of us ever wants to be bored.
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So if I am out getting new accounts, I'm building
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up our internal infrastructure. I'm hiring he needs to be
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able to have the ideas to make these accounts successful
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and really push them forward. So we play off of
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each other and give each other a lot of room
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for creativity, but at the end of the day, it's
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all about moving the company forward and building it and
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serving our clients.
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Really well, that's a great place to take a quick break,
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think of what Lindsay's saying, and we're going to be
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back here. We're going to say thank you to our
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sponsors and our supporters, and we'll be back in just
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a moment. On mord of Mom Radio.
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She is brave, she is bold, she is you and
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we want to tell your story. Are you ready to
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share your journey with us on Word of Mom Radio.
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Go to wordomomradio dot com and register as a guest.
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We want to tell your story because when you win,
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we all win.
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In twenty seventeen, Unsilenced Voices was formed to help survivors
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of domestic abuse and gender based violence worldwide. The organization
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currently serves Siri Leone, Rwanda, Ghana, and the USA. In
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twenty twenty two, Unsilenced Voices gifted over thirty three thousand
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dollars to survivors in the USA and in sire Leone.
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There are over twenty six young girls who have been
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rescued from sex trafficking and domestic abuse and now going
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through vocational training school in order to better their lives.
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We need your help. Donations are critical in order for
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us to continue our work. We also need volunteers to
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help with research and development. Please visit Unsilenced Voices dot
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org for more information.
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And we're back here on Word of Mom Radio. We're
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talking with Lindsey Busfield, who's the VP at Optimize my Ferve.
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I'm going to flip this.
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As a woman in.
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Business, we joke all the time the work life balance.
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It makes me laugh. The worklif juggling act that you
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are going through as you are doing all of this, lindsay,
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how are you managing it?
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You know, I am probably one of the luckiest women
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alive because I have a lot of support and I
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have a lot of flexibility. So for me personally, I
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am just needing to be intentional on how I structure
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my day. So I wake up at the same time
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every morning, I have my coffee, I sit down with
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my to do list, and I figure out what are
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my top priorities that need to get done today. Once
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I'm done with my morning, I can take a break,
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have another cup of coffee, go for a walk, go
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to the gym and throw a load of laundry in
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the wash, and make sure that the house stuff is
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getting done, and then move into my afternoon of here
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are my priorities for the afternoon. And by doing this
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and having the routine and the structure, I make sure
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that the things that I need to get done are
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getting done, and at five o'clock I can shut it
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down and spend the time with my kids, or go
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out and play pickleball, or just to enjoy life. So
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for me, it's really a matter of putting in the
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structure and the intentionality behind it so that I can
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continue to develop as a person as a woman and
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as a mom, as well as having my company developed
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during company hours, do.
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You find any kind of pushback as a woman in
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the tech industry.
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Yes and no. So I am one of the few
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women are that is leading a company that's similar to ours.
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But really there's been such a dynamic shift in the
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legal industry as a whole, where you have a lot
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more female lawyers out there, So I'm finding that I
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have a lot more support both in legal as well
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as in marketing, even though this is typically a male
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driven tech industry profession, so there's a lot of blend
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and I've honestly been very supported by my team. I've
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been able to hire people that you know, regardless of
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you know, man or woman like have very similar mindsets,
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and I think that having that open mindset allows all
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of us to really benefit.
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I agree, and it's you know, it's interesting to see
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as the industries are growing and more and more women
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are becoming part of everything, so sooner or later we
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will start getting less pushed back. And you mentioned pickleball,
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and I find it. I don't play, I don't really
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know the game, but I find it so interesting that
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so many people now are obsessed with pickleball. So share it,
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explain what it is and why it is developing such
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a huge community.
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And obsession is the right word, because once you get
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into it and it really becomes a part of your
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idea identity, it is hard to break away from it.
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So pickleball, for those who aren't familiar with it, is
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kind of like a cross between tennis and ping pong.
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It's on a court that's about half the size of
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a tennis court, and you use a paddle instead of
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a racket. If you call it a racket, people will
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look at you funny and being it's a paddle doesn't
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have strings, but it is a really fun, fast paced
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athletic game where you find people who are competitive, but
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you're playing a game called pickleball, So the people that
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you're around are typically liking to have fun and don't
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take themselves too seriously. And one of the great things
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about it is it's only been around for maybe a
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dozen years, and it's only been popular for maybe five years,
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so a lot of the people who are entering the
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sport are fairly new at it too. There isn't anybody
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who grew up playing pickleball their whole lives, so you
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don't have that clicky mentality that you can get with
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other more established sports like tennis. So you're going in
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with a bunch of people who are like minded, similar
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in terms of agility and skill, and it's one of
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those games where in at least the community that I'm in,
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it's all pick up. So if you go and there
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are six other people playing, you put your paddle in
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the rack and they will play with you, because that
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is the etiquette pickleball, like you put your paddle in,
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you're going to play with whoever you're going to play with,
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and so it's a really great way just to go
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outside and you know, run around for half an hour,
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get some great exercise, get some fresh air, meet some
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new people, and very very low cost of entry to
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it and low skill required in order to start out.
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So I can't speak highly enough of it.
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It's funny again because, as you said, it's a newer sport.
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I grew up in an athletic family. My children's dad
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as an Olympic rower, so you know, we were around
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sports all the time, and all of a sudden, in
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the last couple of years, so many people have jumped
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on the pickleball bandwagon, and it is that kind of
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an obsession that's happening. And I find and it's funny
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because a lot of them were not the most athletic people,
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but it is something that is actually increased their overall happiness.
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They just find like they have found something that is
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really exciting for them and everything. So I find it
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fun that that's just so much fun for you. Yeah.
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Yeah, And you don't have to be the most athletic
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person in the world in order to go out and play,
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and you will get in better shape just by running
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around and chasing a ball and hitting stuff and having
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a great time. And you know, most people are laughing
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when they're playing, and I mean clearly there's some great
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health benefits to just going out and having a good
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time and getting fresh air and smiling and laughing. It's great.
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So find a pick a ball community, go on Facebook
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and you know, ask if there are any beginners leagues
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in the area. It's a great way to get plugged
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into your community if you're looking for something fun to do.
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And as moms, especially moms that are at home, it
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can be really challenging to find a community to use
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the buzzwords, find your tribe. And this is a really
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great community to be a part of because it's so
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welcoming and you don't have to get a forceum of
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people to go out and play. You can just go
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find people to play with and it can revolve around
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your schedule.
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You know, it's interesting for me, I say a lot
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on the show with the women that I interview, it
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is a lot easier to be an entrepreneur when you
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come from an entrepreneurial family because you're more encouraged. What
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was it like for you growing up watching your family
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business grow from a small business to the nationwide business
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that it is.
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So it's funny because my parents are serial entrepreneurs, Like
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they went from one business to another to another. So
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in the span of me growing up, they had they
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started an magazine called teen Scene Magazine. They started the
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nation's first large print phone book for seniors so that
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they didn't have to break out the magnifying glass. They
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started an arcade, they started an aviation supply store, they
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started a donut shop, like they started businesses every five
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minutes because they always had these great ideas and had
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this natural aptitude to look at a market and say,
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here's a need within the market, and I bet I
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can find a cost effective way to do that. And
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so growing up I was just subjected to these conversations constantly,
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and I didn't realize that this wasn't the norm. So
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it's just how my brain kind of got hardwired to
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look at markets and see opportunities. So when they started
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the Egg Company, I think it was around two thousand
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and eight, so it wasn't all that long ago. I
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was in college and they didn't set out to start
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this giant company. In fact, my parents had completely different careers.
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My dad was a college professor, my mom was working
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with an international payroll company. They had a farm in
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upstate New York at this point that they had just
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turned into a bed and breakfast and they had some
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animals at the farm. They had a little cow and
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some sheep and some chickens, and it was adorable, and
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they used the eggs from the chickens to feed the
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bed and breakfast guests, and then doing so, they realized
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that chickens that are raised outside and have access to
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bugs and grass and things like chicken stuff, their eggs
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taste better. It's not rocket science. Anybody who lives in
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a community where you can go and buy a dozen
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eggs from the lady down the street knows that these
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eggs are going to taste better than any eggs that
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you can buy in a grocery store. So my parents
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saw that this was a real difference that you could taste,
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coined the term taste the difference, and partnered with an
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Amish farm down the road said hey, I want to
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replicate this backyard model on a large scale. And at
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the time you had free range and you had cage
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free and those are the options. But with free range
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eggs you only get two square feet of space outside
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per hen and that's not really what people have in mind.
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So they really wanted to make a true backyard model.
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So this Amish farm agreed to give all the space
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to the chickens, and then they sold those eggs to
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the local grocery store and from there they scaled. And
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00:24:18.680 --> 00:24:21.519
because everybody was receptive to it, this was different than
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anything else else that was like that. So they called
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it pasture raised eggs because the chickens were raised on pasture.
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So I watched this grow, I watched how they scaled.
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I watched my parents' relationship and how they pushed each
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other forward. Where my mom was sales, my dad was operations.
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And for me, that was probably the biggest takeaway that
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I had that I can apply to the businesses that
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I run now. Where if you have this creative pair
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and you have one side driving the other, because without
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the sales, you didn't you couldn't find anywhere for these
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eggs to go. Without the eggs, you couldn't make the sales.
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So they were constantly driving each other forward and were
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their own creative pairer. And that was something that you
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can only understand it by seeing it and by living it.
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On the day to day. And the other big lesson
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from that was they didn't put their day jobs while
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they were growing this business. So and that is what
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they always instilled in me, is if you have a
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great business idea, don't quit your day job to do it.
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It's going to take some extra time out of other
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parts of your life and some other resources, but have
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that safety net while you're getting this to a place
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that is sustainable. So those are the big lessons that
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I had from watching them.
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I can't think of a better way to wrap up
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this conversation. What a great final lesson to share as
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we're closing out, Lindsay, what do you want to say
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to our listeners and how may they reach out to you?
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Just keep being creative, keep finding that market need and
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playing with it. Stay question everything. Always always ask the questions,
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and if you keep doing that, you're always going to
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find something new and enjoyable and maybe a great way
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to push your business forward. And you can reach out
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to me at Lindsay at optimizemfirm dot com and learn
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more about me, my company, and my team at optimizemfirm
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dot com.
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All of Lindsay's links are going to be live on
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wordomomradio dot com. Take a look, take a look at
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what she's doing, because this is how you create that
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niche that drives a business, and it's a really great
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lesson to learn. So lindsay, thank you so much for
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taking the time today to share with us on Word
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of Mom Radio.
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Thank you. It's been a pleasure being here.
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Right back at you, and for all of you tuning in,
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thanks so much for being here. We're going to close
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out with our fabulous theme song from Smith's Sisters and
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the Sunday Drivers. So till next time, this is dor
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Di Carlo saying, go out and create a marvelous you.
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Bye for now.
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She is sure, she is sure, she is strong, she
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is strong, she is true, is true, she is brave,
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she is she is you. She is she is she
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is sure, she is sure, she is strong, she is strong,
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she is true, is true, she is braised, she is bold,
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she she is you. She is she is sure of herself. Yeah,
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she takes care of his powerful and strong. Yes, she
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knows who she is has integrity, woman, strong and true.
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You know her by name.
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See this woman is you.
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She is sure, she is strong, is strong, she is true,
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is true, She is braise, she is, she is, she
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is you, she is, she is, she is sure, she
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is strong, is strong, she is true, is true, she
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is brave, she is she, she is you, she is you.
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She is adds value and hope has proved to be brave.
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See it's never too late, never time to behave Reaching
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for dreams doesn't matter. The age believes in herself, unleash
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from her cage. She is sure, she is sure, she
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is strong, is strong, she is true, is true, she
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is brave, she is bold, she is you, she is
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she is, she is sure, she is she is strong,51200:28:34.559 --> 00:28:39.319
she is strong, she is true, is true, she is brave,51300:28:39.559 --> 00:28:42.480
is brave, she is she is you,
