How Mariah Magazine Built a $120k/Year Business With a Small Audience

Mariah Magazine is an SEO consultant and educator who has built her business around making SEO accessible to online business owners.

Her journey from a frustrated 22-year-old to a successful SEO expert highlights the power of self-awareness, personal branding, and the role of YouTube in growing a business.

Mariah made $120,000 this year with her SEO consulting and education business, where she does the opposite of what most business coaches tell you to do: she gives a lot away for free.

She earns 6 figures without an agency and with just a small audience by growing her tutorial-based YouTube channel, selling low-cost digital products, and offering one-off client consultations. She credits her commitment to authenticity, or serving her audience, and relationship building as key pillars of her success.

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Mariah’s Early Career and Entry into SEO

Mariah’s entrepreneurial journey began in 2015, when she was 22 years old.

Before starting her business, she was working at a local company, but she quickly realized that traditional office work wasn’t for her. Despite feeling uncertain about her career path, she was driven by a desire to build something for herself.

Mariah eventually quit her job and started learning website development. As she delved into the world of SEO, she found herself fascinated by how small online businesses could grow by simply understanding the basics of SEO.

She began offering website design services, but her clients quickly started asking about SEO. Initially reluctant, she later took it upon herself to learn the ropes.

This self-taught journey paid off when a blog post she wrote on SEO ranked on the first page of Google for over seven years, gaining her hundreds of email subscribers. This early success inspired her to focus more on SEO, and she gradually transitioned her business to offer SEO services and education.

Building a Personal Brand Focused on SEO Education

One of Mariah’s key strategies for growing her business was narrowing her focus to a specific audience.

Early on, she realized that trying to serve large companies or agencies wasn’t a fit for her or her skills. Instead, she zeroed in on small to medium-sized business owners who needed SEO guidance but didn’t want to hire expensive agencies.

She positioned herself as someone who could help business owners understand SEO fundamentals and implement them themselves.

Mariah credits much of her success to her ability to clearly define her target market and speak directly to their needs.

She believes that staying true to her own voice, avoiding the pressures of over-complicating her services, and sticking with what felt authentic helped her build a loyal client base.

Leveraging YouTube for Business Growth

In 2017, Mariah started her YouTube channel as a way to answer common questions from her clients and audience. Initially, she wasn’t consistent with her content creation, but everything changed in 2020 when she created a tutorial video on how to set up Google Analytics 4.

The video went viral, and she was able to monetize her channel, earning up to $1,100 a month in YouTube ad revenue from just two videos per month.

For Mariah, YouTube isn’t just about ad revenue; it’s a tool for educating her audience and building trust. Her strategy is simple: create content that answers her audience’s most pressing questions.

By focusing on providing real value rather than obsessing over flashy production techniques or chasing trends, Mariah has built a solid YouTube presence that has brought new clients to her business.

She emphasizes the importance of consistency and finding a content creation schedule that works for you. For her, posting two videos a month felt sustainable and allowed her to maintain the personal touch that her audience appreciated.

Creating an Intimate Email Community

While YouTube and other platforms help grow her reach, Mariah views her email list as a key component of her business strategy. Unlike traditional email marketing, her approach is less about pushing products and more about building relationships.

She regularly interacts with her email subscribers, often sharing behind-the-scenes insights into her business and her thoughts on SEO strategies. This intimacy fosters a sense of community, and subscribers are more likely to stay engaged with her content over time.

Mariah's email list serves as a space for deeper engagement, where she answers questions, shares personal reflections, and provides value in a way that feels conversational. Her content isn’t just about SEO tips; it’s about offering guidance on building a business that feels authentic and fulfilling. This unique approach has cultivated a dedicated following of business owners who resonate with her message.

Personal Branding: Key to Mariah’s Success

Mariah’s personal brand is central to her success. Her authenticity, transparency, and willingness to show her personality—whether through her unfiltered language or her relatable content—have helped her stand out in a crowded SEO space.

For those considering building a personal brand, Mariah emphasizes the importance of embracing your true self.

She believes that finding your voice, being transparent, and staying aligned with your values are essential for attracting the right audience. She advises others to focus on what feels good and authentic, rather than trying to please everyone.

The Power of Partnerships

Mariah’s personal brand has also opened doors to exciting partnerships, including a collaboration with Semrush, one of the leading SEO tool providers. She wasn’t actively seeking this opportunity; instead, it came about organically as a result of her consistent content creation on YouTube.

Semrush reached out to her after seeing how effectively she educated her audience on their tools. This partnership is a perfect example of how Mariah’s transparency and authenticity have earned her respect within the SEO community.

Balancing Business and Life: A Flexible Approach

Despite her growing success, Mariah emphasizes that her focus is not solely on financial goals. She has cultivated a business that aligns with her values and personal life.

Her team is small, consisting of a bookkeeper, a YouTube video editor, and a part-time virtual assistant, which allows her to maintain flexibility and keep her business aligned with her vision.

Mariah’s approach to work-life balance is one of reflection and self-awareness. She regularly checks in with herself to ensure that she’s staying true to her goals and values.

Key Takeaways from Mariah’s Journey

Mariah’s story offers valuable lessons for entrepreneurs, especially those in the digital space:

• Focus on a niche: Identify your ideal audience and tailor your services to their specific needs.
• Leverage content marketing: Use platforms like YouTube to build trust, educate your audience, and generate leads.
• Be authentic: Your personal brand should reflect your true self. Authenticity attracts the right clients.
• Keep it simple: Don’t overcomplicate things. Focus on delivering practical, actionable content that provides value.
• Embrace self-awareness: Reflect on your goals and ensure that your business aligns with your personal values.

Mariah’s approach to SEO and online business is a testament to the power of staying true to yourself, providing value, and embracing opportunities as they arise. Through her consistent efforts, she’s built a successful business that supports both her professional aspirations and personal well-being.

Links & Resources

• Mariah's website
• Her Instagram
• Her YouTube channel

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