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From Blog to Business: How SEO Transformed a Travel Blog into a Six-Figure Empire

When Nina Clapperton started her blog, it wasn’t a business—it was a way to update her family on her travels while she globe-trotted through 12 countries. Fast-forward to today, and that same blog has evolved into a thriving six-figure empire, generating over $30,000 a month. So, how did she do it? The answer lies in mastering Search Engine Optimization (SEO).

If you’re a wedding professional looking to scale your business, Nina’s story offers a treasure trove of inspiration. Here’s how she turned her blog into a business, and how you can apply the same strategies to grow your wedding brand.


1. Find Your Niche and Audience

Before Nina discovered SEO, her blog was all over the place—covering random topics that didn’t connect with a specific audience. Once she narrowed her focus to travelers interested in living abroad, her content began to resonate.

Takeaway for Wedding Professionals:
Find your niche! Are you specializing in micro-weddings? Destination weddings in Italy? Rustic chic décor? By narrowing your focus, you can attract an audience that truly values your expertise.


2. Optimize Your Content for SEO

Nina realized she needed to write content that people were actively searching for. Instead of guessing, she used SEO tools to identify keywords and phrases her audience was typing into Google.

For example, instead of writing a blog post titled, “My Thoughts on Beach Packing Lists,” she created one titled, “The Ultimate Beach Packing List for Digital Nomads.” This shift resulted in a surge of traffic.

Takeaway for Wedding Professionals:
Use tools like KeySearch or Ubersuggest to find keywords related to your services. Instead of generic blog topics, focus on what couples are searching for, such as:

  • “Best Wedding Venues in [Your City].”
  • “How to Plan a Micro-Wedding on a Budget.”

3. Build Topic Clusters

To further boost her traffic, Nina created interconnected “topic clusters.” For example, her travel blog had a main post about living in Canada, which linked to smaller posts on specific topics like housing, visas, and job hunting.

Takeaway for Wedding Professionals:
Create a main blog post on a broad topic, like “Planning a Wedding in [City].” Then, write related posts that link back to it, such as:

  • “Top Wedding Photographers in [City].”
  • “Seasonal Wedding Décor Ideas in [City].”
    This internal linking boosts your SEO and keeps readers exploring your site longer.

4. Leverage Google My Business

For local businesses, Google My Business (GMB) is a game-changer. Nina helped her sister, an architect, optimize her GMB profile, which significantly increased local leads.

Takeaway for Wedding Professionals:
Set up and optimize your Google My Business profile. Include:

  • Your location and service areas.
  • High-quality photos of your work.
  • Customer reviews.
    This makes it easier for local couples to find you when they search for services like “wedding florist near me.”

5. Create Evergreen Content

Nina focused on creating “evergreen” content—topics that remain relevant over time. While viral posts can bring short-term traffic, evergreen posts continue to attract readers year after year.

Takeaway for Wedding Professionals:
Write content that answers timeless wedding planning questions, such as:

  • “How to Write the Perfect Wedding Vows.”
  • “10 Must-Have Photos for Every Wedding Album.”

6. Diversify Revenue Streams

Nina didn’t stop at blog traffic. She monetized her audience through affiliate marketing, digital products, and ad networks like Mediavine.

Takeaway for Wedding Professionals:
Think beyond your primary services. Could you create an eBook on wedding planning tips? Offer virtual consultations? Or set up an affiliate program with vendors you trust? Diversifying your income helps you grow your business sustainably.


7. Stay Persistent

Building her blog wasn’t easy. Nina spent six months fixing old posts, learning SEO, and creating high-quality content before she saw results. But once she hit 50,000 monthly sessions, her revenue skyrocketed.

Takeaway for Wedding Professionals:
SEO is a long game. Consistency and patience are key. Start small—optimize one page at a time, create one blog post per month, and keep building.


The Wedding Empire Connection

As a wedding professional, your business is your empire. By incorporating Nina’s SEO strategies, you can attract your dream clients, establish your authority, and create a thriving, sustainable business.

Ready to take the next step? Start by optimizing your website and writing your first blog post. Your empire awaits.

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Jac Bowie is a serial entrepreneur, media personality, and digital marketing expert, known for her talents in event production, instruction, and radio announcing. Currently spearheading The Wedding Academy, Jac seamlessly integrates her extensive business acumen, event management expertise, and digital marketing savvy into a myriad of projects including founding international women's network Business in Heels and Australian wedding planning business, Darling Don't Panic.

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