We were lucky to catch up with Kirsten Gollier recently and have shared our conversation below.

Kirsten, looking forward to hearing all of your stories today. If you’re open to it, can you talk to us about the best (or worst) investment you’ve made. What’s the backstory and the relevant context behind why you made the investment

The biggest investment I’ve made in my business also turned out to be my worst. In December 2024, I was feeling vulnerable and discouraged about finding clients when I was invited to a networking event. On the spot, I was sold a $750/year membership to the group. While that amount might not seem like a lot for some businesses, I was really focused on keeping my expenses lean during my first year. I remember getting off the call feeling like I’d been “Jedi-mind tricked”—I couldn’t believe I signed up without taking a moment to step back and do more research.

The group itself wasn’t terrible, but the overly salesy approach left a bad taste in my mouth. I found myself dreading the meetings instead of approaching them with an open, positive mindset. Because of this, I rarely even attended the meetings at all—making the investment pretty pointless. Most of all I wished I had taken the time to attend more meetings as a guest to get a feel for the group, and explored other paid networking opportunities—like local chambers of commerce or similar events—before committing. That experience taught me a few important lessons:

1. Do your research before making a big investment—take the time to evaluate what you’re signing up for.

2. Trust your instincts and avoid emotionally driven decisions. When someone uses pushy, fear-based tactics to pressure you into a quick decision, that’s a red flag.

3. There are excellent free networking opportunities out there. I realized after the fact that if I had explored free options first, I probably wouldn’t have rushed into a paid group. I ended up meeting way better leads and networking partners at free groups I attended!

Now, I know to trust my gut, take my time, and seek out value—not just in paid investments, but in free opportunities that can be just as impactful.

Kirsten, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m the founder of Intertwined Digital Marketing, an SEO agency that helps small businesses and nonprofits grow their online presence.

I originally began my career doing all kinds of digital marketing, that included email marketing, social media, website maintenance, video production, you name it. I knew I loved the problem-solving aspect of marketing most though, and that’s when I stumbled upon SEO in 2017. It provided a way to improve websites, drive results, and help businesses grow, all while tapping into my love for strategy and data.

What I offer now through Intertwined Digital Marketing is a range of affordable and ethical SEO services, including on-page and technical SEO, review generation, Google Business Profile optimization, link building, and analytics reporting.

I’m also passionate about education. Each month, I host SEO Office Hours, a free informational session where I answer attendees’ questions about SEO, websites, and digital marketing. These sessions are one way I give back and help business owners better understand the “why” behind SEO strategies.

What I’m most proud of is building a business rooted in trust and genuine relationships. Starting Intertwined Digital Marketing wasn’t just about finding work I enjoy—it was about creating an agency that values integrity, client success, and clear communication. My journey has taught me that marketing doesn’t have to feel intimidating or inaccessible. I want small businesses to feel empowered, knowing they have the tools and support to grow online. I strive to be a partner who explains the work, answers questions, and delivers fully transparent reporting so my clients can see exactly what’s happening.

At the end of the day, my work is about helping small businesses be seen, connect with their audience, and achieve real, measurable growth—and I couldn’t love it more.

Can you tell us about what’s worked well for you in terms of growing your clientele?

My most effective strategy for growing my clientele has been a combination of two things: networking and offering free advice.

At the start of my business journey, I spent months trying cold outreach through email and LinkedIn, but I rarely got responses. It wasn’t until I landed my first client—through a former coworker—that I realized just how powerful your network can be when you’re starting out as an entrepreneur. From there, I leaned into networking. I began with platforms like Alignable, which felt intimidating at first, but I quickly found my footing. While I later joined a paid networking group (mentioned above) that didn’t yield the results I hoped for, it gave me valuable practice and taught me what I did want from these connections. Eventually, I found free, community-driven networking groups filled with like-minded business owners who genuinely wanted to help each other grow, and those relationships have been invaluable.

The second part of my strategy has been sharing free advice whenever I can. I realized early on that one of the best ways to stand out during networking isn’t by talking about myself—it’s by listening to others, understanding their challenges, and offering solutions. In my line of work, everyone has questions about their website or how to get found on Google, so there’s always an opportunity to help someone. By giving value first, I’ve built trust and made myself memorable, which often leads to referrals or new clients.

Likewise, when I’m asked to speak at workshops or summits, I always say yes—even if it’s an unpaid opportunity. It gives me exposure, helps me practice public speaking, and often leads to landing a new client. This mindset also inspired me to create my educational series, SEO Office Hours. Admittedly, there are weeks when I barely have enough time, and the thought of going live on YouTube to share free advice for an hour feels daunting. But I know I’m paying it forward and helping others, which is at the heart of what drives my business.

What’s a lesson you had to unlearn and what’s the backstory?

With SEO, the algorithm is always changing, so I constantly have to unlearn strategies I once thought were effective and evolve with the times. That can mean learning new technologies, platforms (looking at you, GA4!), or adjusting strategies to keep up.

But the lesson I’ve really learned—and come back to time and again—is summed up by a quote from John Mueller of Google: “Maybe you should stop reading SEO blogs and instead do something useful for your site and its users.”

What this means to me is that while it’s important to adapt to algorithm changes, the basics still matter most: creating a great website, focusing on user experience, and providing value. Instead of chasing every new SEO tip or trick, I prioritize making my clients’ websites the best they can be for their audience—and that’s what drives long-term results.

Contact Info:

• Website: https://www.intertwinedseo.com/
• Instagram: https://www.instagram.com/intertwinedseo/
• Facebook: https://www.facebook.com/profile.php?id=100094824421562&mibextid=LQQJ4d
• Linkedin: https://www.linkedin.com/company/intertwined-digital-marketing
• Youtube: https://www.youtube.com/@IntertwinedSEO
• Yelp: https://www.yelp.com/biz/intertwined-digital-marketing-westmont
• Other: SEO Office Hours: https://www.intertwinedseo.com/seo-office-hours
  Book a Consultation: https://tidycal.com/intertwinedseo/60-minute-meeting