– Commercial –
As a part of the Morning Lazziness collection highlighting empowering girls who’re making a outstanding impression with their concepts, I had the pleasure of interviewing Zara Avila.
Zara Avila is an search engine optimization and SEM strategist, speaker, and founding father of On-line Technique Co., the place she helps small companies present up on-line for the issues they truly need to be discovered for. Identified for her sensible, no-fluff strategy, Zara builds tailor-made methods that make sense — to each Google and actual people.
What began within the cracks of naptimes and evening feeds has grown right into a thriving consultancy supporting purchasers throughout Australia. Balancing her position as a enterprise proprietor and mum of 4, Zara brings a uncommon mixture of readability, construction, and transparency to digital advertising. She cuts via obscure recommendation and one-size-fits-all templates, focusing as a substitute on what’s actually price her purchasers’ effort and delivers measurable outcomes.
Enthusiastic about serving to entrepreneurs really feel assured of their on-line presence, Zara empowers companies to align technique with visibility — to allow them to develop with objective and impression.
On this interview, she delves into the challenges, successes, and knowledge she has gained from over a decade of reworking on-line companies.
What impressed your leap into entrepreneurship, and what private experiences sparked the thought behind your present enterprise?
I didn’t set out pondering, “I’ll begin a enterprise in search engine optimization.” My leap into entrepreneurship got here once I was working my very own e-commerce model. Like most small enterprise homeowners, I knew I wanted search engine optimization, however hiring an knowledgeable was overwhelming. There was an excessive amount of jargon, an excessive amount of “secret squirrel” behaviour, and little or no belief.
So I began studying search engine optimization myself. At the very least that means, I may be certain of what was occurring. What stunned me was that I beloved it. I had an actual knack for seeing the which means behind the numbers and turning knowledge into a transparent technique. That e-commerce enterprise grew so large I finally bought it, however by then different enterprise homeowners had been already asking me to assist them develop their very own companies the identical means.
My journey as a mum, a neurodivergent girl, and somebody who usually felt like an outsider in male-dominated tech areas formed the best way I constructed my firm. Empathy, transparency, and schooling turned the muse of my technique, and so they stay the values that set my enterprise aside right now.
What core downside does what you are promoting remedy, notably for girls or underserved communities, and the way does your strategy stand out in right now’s aggressive house?
The most important downside I remedy is belief and accessibility. search engine optimization can really feel like a locked field, and too many businesses hold it that means. Ladies in enterprise usually inform me they’ve been dismissed or made to really feel “too foolish” to grasp what was occurring with their web sites.
I pull again the curtain. I clarify what we’re doing, why it issues, and the way it will impression their enterprise in plain language. My purchasers don’t simply get rankings; they acquire confidence and possession of their on-line presence. In a male-dominated house that always rewards opacity, I stand out by making search engine optimization clear, academic, and empowering.
What had been a few of the hardest obstacles you confronted early in your journey as a lady entrepreneur, and the way did you navigate via them?
Imposter syndrome was large for me initially. I used to be usually the one girl within the room, and I always felt I needed to over-prove myself technically. I’d get requested if there was “another person” on my group who dealt with the coding or the numbers.
I pushed via that by specializing in outcomes. Information doesn’t lie. When purchasers noticed their visitors develop, their telephones ring, and their gross sales enhance, it shut down the stereotypes rapidly. Over time I discovered I didn’t have to mimic how others did enterprise. I may lean into my very own means of working, and that’s when issues actually took off.
When the going will get powerful, what retains you grounded and motivated to maintain pushing ahead?
My purchasers and my youngsters hold me going. Purchasers remind me why this work issues. Listening to a enterprise proprietor say, “Your work stored us alive throughout a tricky season” makes each problem price it.
However above all, I’m a mum of 4. I need to be a job mannequin for my youngsters, exhibiting them that gender doesn’t outline what you might be or do. I additionally need to construct a life that provides them flexibility, freedom, and presence. I hold pushing ahead not simply to develop a enterprise, however so I can spend extra time with them and present them that you could design a life by yourself phrases.
What every day habits or non-negotiable routines allow you to keep centered, creatively energized, and balanced as a founder?
Lists are my lifeline. As somebody with ADHD, I can’t depend on retaining the whole lot in my head, so I externalise my ideas into clear, structured lists every day. That provides me focus and stops me from getting caught in overwhelm.
I additionally shield non-negotiable downtime. Stepping away from the display screen, whether or not it’s going for a stroll, cooking, or being with my youngsters, is what retains me grounded and fuels creativity.
That in itself looks like breaking the principles. Hustle tradition glorifies fixed work, late nights, and “rise and grind.” I refuse to play by these guidelines. My enterprise exists to help my life, not eat it. Defending relaxation and household time is a part of my technique, and it makes me higher at what I do.
What’s been the simplest development lever for buying new purchasers or increasing your buyer base?
For me, it’s at all times been relationships over flashy advertising. Most of my development has come via referrals and word-of-mouth, joyful purchasers who felt supported and educated. That belief turns into introductions I may by no means purchase via adverts.
I’ve additionally damaged the principles of conventional search engine optimization advertising by leaning into transparency and schooling. As an alternative of attempting to seem like the largest or loudest company, I share data overtly via blogs, workshops, or conversations. In an area that always thrives on gatekeeping, giving folks the keys free of charge has been my greatest development lever. It builds belief, and belief is what converts into long-term purchasers.
What branding or advertising determination had the largest impression in elevating what you are promoting and constructing belief along with your viewers?
The most important impression got here from radical transparency, paired with embracing my femininity as a substitute of attempting to match the male power that dominates the search engine optimization trade. Most search engine optimization manufacturers go for black, navy, exhausting edges, and tech-heavy jargon. My web site is deliberately the other, mushy, approachable, filled with photographs and human connection.
I wished purchasers to really feel heard and listened to, not overwhelmed or dismissed. That non-public contact, mixed with open communication about what’s actually occurring behind the numbers, constructed belief far sooner than any company façade ever may. By breaking away from the “guidelines” of how an search engine optimization enterprise is meant to look and sound, I’ve constructed a model that feels genuine, and that authenticity is what retains purchasers coming again.
How do you personally outline success, not simply as a enterprise proprietor, however as a lady residing a purpose-driven life?
For me, success is about readability and alignment. I set clear, measurable objectives, the sort you’ll be able to truly observe. SMART objectives hold me grounded as a result of they present progress in actual phrases, not simply obscure emotions of “doing properly.” However success isn’t nearly hitting the numbers.
I outline it as constructing a enterprise that displays who I’m, not who I’m anticipated to be. In an trade that always rewards exhausting, masculine power, I leaned into softness in my model, in my communication, in how I join with purchasers. Success is exhibiting that you could be approachable, female, empathetic, and nonetheless ship distinctive outcomes.
And on a private degree, as a mum of 4, success can be about designing flexibility into my enterprise. It’s having the liberty to hit large objectives whereas nonetheless being current for the little moments with my youngsters. That steadiness is the truest measure of success for me.
Are you able to share a mistake or misstep that taught you a lesson you continue to carry with you right now?
Early in my journey, my greatest mistake was not holding boundaries. I mentioned sure to the whole lot, each shopper, each request, each “fast favour.” On the floor it seemed like hustle, however in actuality it left me exhausted, undervalued, and stretched too skinny to do my finest work.
Studying to say “no” was a turning level. Boundaries aren’t about being tough, they’re about defending your power and your requirements. By valuing my time and experience, I may present up absolutely for the fitting purchasers and ship the form of outcomes I wished to be identified for.
It felt like breaking the principles at first, particularly in a tradition that glorifies overwork, however I realised that boundaries aren’t a weak point. They’re a method.
What’s your finest recommendation for girls simply beginning out, particularly first-time entrepreneurs feeling overwhelmed or not sure of their subsequent steps?
Belief your self. Hearken to your instinct. It’s simple to let unfavourable self-talk creep in, however greater than you give your self credit score for. Don’t let that internal critic run the present.
On the identical time, don’t be afraid to ask for recommendation or assist. One of many greatest myths in enterprise is that leaders ought to at all times look sure and in management. I break that rule intentionally. I present my insecurities and admit once I don’t know one thing, as a result of it makes me approachable and builds belief. It tells others, “You’re protected to convey your actual self right here too.”
So my recommendation is that this: again your self, however keep open. Belief your instincts, however be keen to study. That steadiness is the place the true development occurs.
How do you strategy threat and innovation, particularly when breaking new floor in a male-dominated or fast-changing trade?
Danger and innovation are big in search engine optimization. The trade modifications always, algorithms shift in a single day, new platforms emerge, and the “guidelines” are rewritten with out warning. In the event you’re not keen to experiment, you’ll get left behind.
For me, the secret is adapting for every shopper. There’s no one-size-fits-all technique. I check, I tweak, and I deal with each experiment as knowledge relatively than failure. If one thing doesn’t work, we study, regulate, and transfer ahead smarter.
In a male-dominated trade, innovation is commonly framed as being daring or disruptive for the sake of it. My strategy breaks that mould. I mix creativity with empathy, designing methods that not solely please the algorithm but in addition genuinely join with the folks behind the clicks. That’s the place threat pays off.
In the event you lead a group, how do you foster a tradition of belief, inclusivity, collaboration, and development?
I strategy management the identical means I strategy search engine optimization: there’s no one-size-fits-all. Each group member has totally different strengths, methods of pondering, and dealing kinds, so I adapt relatively than drive folks into one mould.
Belief begins with transparency. My group sees the identical stories purchasers do, the identical wins and setbacks, as a result of honesty builds confidence. Inclusivity comes from valuing these variations. As somebody who’s neurodivergent myself, I do know the significance of making an atmosphere the place folks can present up as they’re.
I additionally consider in breaking the rule that leaders ought to have all of the solutions. I invite suggestions, I ask for concepts, and I admit once I don’t know one thing. That openness creates collaboration and exhibits my group that development is a shared journey, not a top-down directive.
What are the highest 5 mindset shifts or private practices that helped you overcome self-doubt and develop your confidence as a lady entrepreneur?
Cease ready for permission. The rule says you might want to be “certified sufficient” earlier than you begin. I ended ready and constructed as I went.
Personal your femininity. As an alternative of attempting to match masculine power, I leaned into softness, empathy, and connection, and it turned my energy.
See imposter syndrome as development. Self-doubt doesn’t imply you’re failing, it means you’re stretching into new territory.
Relaxation is technique. Hustle tradition says work more durable and longer. I’ve discovered that downtime fuels creativity and higher outcomes.
Boundaries aren’t non-compulsory. Saying no felt fallacious at first, but it surely’s the one solution to shield your power and ship your finest work.
In the event you may spark a worldwide motion via your work, what wouldn’t it be, and why is that mission significant to you?
I might spark a motion the place girls absolutely personal their digital presence. Too usually, web sites, search engine optimization, and advertising are handed off to “the tech man,” and girls are unnoticed of conversations about visibility and technique.
I need to flip that script. When girls perceive and direct their very own digital methods, they step into a brand new degree of confidence and authority. Visibility creates alternative, extra purchasers, extra gross sales, extra affect. And when women-owned companies are seen, they don’t simply develop their very own manufacturers, they shift industries and encourage others.
This mission issues to me as a result of I do know what it feels prefer to be underestimated or shut out in male-dominated areas. Serving to girls declare possession of their on-line presence is about greater than rankings, it’s about breaking down limitations and exhibiting that our voices belong on the entrance of the stage.
What’s a quote, philosophy, or guiding perception that shapes the way you lead, create, and reside every single day?
“I’m not afraid of storms, for I’m studying easy methods to sail my ship.” — Louisa Might Alcott.
That line sums up my strategy to each enterprise and life. search engine optimization is stuffed with storms, algorithm modifications, shifting traits, and fixed disruption. Entrepreneurship is identical. As an alternative of fearing these challenges, I’ve discovered to deal with them as a part of the journey. Each storm teaches me one thing new about resilience, adaptability, and management.
As a lady in a male-dominated trade, I’ve needed to study to sail my very own ship, even when the waters had been tough. That quote jogs my memory that the objective isn’t calm seas, it’s constructing the talents and confidence to maintain shifting ahead it doesn’t matter what comes.
The place can our viewers join with you, discover your work, or observe your entrepreneurial journey on-line?
Yow will discover me at Online Strategy Co, my search engine optimization consultancy based mostly in Perth.
I share sensible search engine optimization suggestions, behind-the-scenes tales, and loads of real-talk about enterprise and entrepreneurship over on Instagram. It’s the place I present up most frequently and the place I like connecting with different girls constructing their very own ventures.
For case research, sources, and extra element on my work, my web site is the most effective hub. And should you’re interested in how search engine optimization can truly match into what you are promoting (with out the jargon), Instagram is the simplest solution to observe alongside and attain out.
– Commercial –
