SEO and GEO: Why They’re Your New Best Friends For Quilting and Crafting Businesses
- Tori McElwain
- Sep 29
- 4 min read
by Tori McElwain
I didn't hear about SEO until I was 4 years into my business. My website host had launched a "SEO helper" for my blog and I was fascinated. I instantly Google "What is SEO?" and I was inundated with information. There was SO much information out there about this concept I had never heard of, but I clicked on a blog from my website host (an authority in my eyes) and the title was "What is SEO and What is it for?" - it was the exact question in my mind!
That is the key to finding your customers. We're not talking about followers - paying customers, because that's what we need to keep our businesses alive.
If you’ve been running your quilting or crafting business online for any amount of time, you’ve probably heard the term SEO (Search Engine Optimization). SEO is what helps your website show up when someone types into Google: “modern quilt pattern PDF” or “how to start free motion quilting.”
But here’s the thing - SEO just got a new BFF, and it’s called GEO (Generative Engine Optimization).
And the best part? Together, SEO and GEO mean you don’t have to write for machines anymore. Instead, you get to write for people - sharing your stories, experiences, and expertise - while still making your content easy to find.
Why SEO + GEO Matter for Storytelling
We as humans love stories. We have been storytelling since humans walked the earth. That is how we share our traditions, our authority, and our lessons. Sharing your experience, or your students' or clients' experience is more powerful than just sharing tips or a tutorial. Lead with story and sprinkle in SEO and GEO.
SEO gets you found on Google.
GEO makes sure your content shows up in generative search tools like ChatGPT, Google Gemini, Perplexity, or Pinterest AI.
Both reward content that’s useful, human, and grounded in real experience.
Here is a suggested workflow for your next piece of content:
1. Start With Stories
Don’t start with keywords. Start with your customers.
What questions are they asking?
What story or experience can you share that makes your answer easier to understand?
If you’re teaching about free motion quilting, don’t just list needle sizes. Tell the story of the first time you broke three needles in one afternoon and what you learned. That’s what resonates with people - and what makes your content trustworthy.
2. Ask: “What Would Someone Search to Find This?”
You might call it binding, but a beginner might search “how to finish the edges of a quilt.”
To find these search-friendly phrases:
Go to Google and look at the “People Also Ask” box.
Hop on Pinterest and see what autofills in search.
Ask ChatGPT: “What would someone search if they wanted to learn ___?”
Use those exact words in your titles, headings, and descriptions so your content shows up where people are looking. It just takes about 5 minutes, and you'll be able to help more people!
3. Always Lead Somewhere
Stories connect, keywords help you get found, but your content also needs a purpose. Ask yourself:
What’s the next step I want them to take?
Could this blog post lead to a freebie, a class, or a product that could enhance their experience or value? See if you have something already created that you could invite them to.
Your content should inspire action - not just views.
4. Think Human First, Then Add Strategy
Here’s the shift: you’re not writing for robots. You’re writing for your audience, and then using simple tweaks (keywords in headlines, clear titles, helpful descriptions) so SEO and GEO can guide them to your stories.
And here’s where strategy comes in. Strategy is simply a plan that helps your content work for you - so you’re not spinning your wheels on social media, YouTube, Pinterest, blogs, or podcasting. Because your time is valuable, you want to ensure that every piece of content has a clear purpose and a next step.
For more on building a strategy for using SEO and GEO, check out:
When it's time to make content
When you sit down to create content, keep this flow in mind:
What’s my customer asking?
How can I weave in my own experience?
What exact words would they search on Google, Pinterest, or ChatGPT?
What’s the next step that leads to my offer?
Do this, and SEO + GEO really will become your best friends - helping you share your stories, reach more people, and grow your business without ever sounding robotic.
Want a simple way to put this into practice?
Want to make sure your site is ready for both search engines and AI?
Download my Website & Landing Page Checklist (SEO + GEO Friendly Edition) to learn how to structure your site for visibility, avoid common pitfalls, and build trust every time someone finds you - whether through Google, ChatGPT, or Gemini.
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