Liina Kärmas is a seasoned beauty industry entrepreneur with 13 years of experience running her own salon. Marketing had always been part of her everyday work, but the lack of clear, measurable results often led to frustration. It felt like constant trial and error without a real direction. “I spent a lot of money on marketing, and often there were no real results.” Still, she had seen glimpses of what SEO could do when done well – and that memory stayed with her.

As her business grew and the website was renewed, the need for more clients and a more effective marketing strategy became obvious. Liina had already witnessed the impact SEO can have at its best. Her curiosity grew, and soon she found herself inside the Growth with SEO® program.

A new skill opened the door to new goals

What resonated with Liina most was the long-term impact of SEO – the idea that you can build organic visibility in a way that truly lasts.

“I wanted to increase my traffic and website visitors and find more clients – but specifically the right clients.”

As her understanding deepened, her goals expanded. She started to see SEO not only as a tool for her own business, but as a skill that could help other entrepreneurs stand out in their markets.

“That was a really big goal for me. I wanted to help other entrepreneurs increase their visibility.”

The support surprised her – and made fast learning possible, even without a technical background

Liina initially wondered if she could truly learn SEO without any technical background. But those doubts faded quickly.

“At first I wasn’t sure if I could really learn it properly.”

The structure, clarity and support inside the program made all the difference.

“The program was very thorough. All the important parts were covered. And the best part was that we got to start doing things right away.”

She began optimizing websites during the program itself.
“I got to optimize my website already during the program. My visibility increased on Google and the traffic went up.”

A record-breaking sales season powered by new skills

The impact was immediate in her own business.

“I had a sales record, even though the times have been challenging for beauty businesses. Now clients find my services with the right keywords.”

Soon Liina began offering SEO services to other entrepreneurs as well.

“I’ve optimized several new websites that had no visibility at all. After the keyword research, the traffic increased immediately, and we’ve been working on building brand awareness – serving SEO in a holistic way.”

SEO became a new way to think and build a business

SEO didn’t just give Liina a new skill – it reshaped her entire approach to entrepreneurship.

Every new service idea, every page structure, every marketing decision suddenly had a strategic foundation.

“Nowadays when I attend training in the beauty field, I find myself thinking: how do I market this service? How should the service page be built? What keywords, what audience?”

This shift also became visible in her brand recognition.

“Even in AI search results, my website now comes up really well. It has definitely increased brand awareness.”

Two businesses, one growing passion

Liina still runs her beauty salon alongside her SEO work, but she is gradually delegating more of her salon responsibilities to focus on SEO.

“My goal is to do more SEO work next year, because it’s super interesting and I want to be part of the industry’s development.”

Her background gives her a unique advantage.

“I’ve done SEO for businesses of all sizes. My strength is definitely the beauty industry, because I know it so well.”

Liina blends deep industry understanding with SEO expertise – a combination that makes her work especially effective for beauty businesses.

“The best part about SEO is the freedom and the real results it brings”

“The best thing about SEO is that I can bring long-lasting results to my clients. The right people find the right service. And also, that SEO can be done from anywhere.”

If you’re looking for SEO support from someone who understands both the beauty industry and the strategy behind organic growth, you can learn more about Liina’s work here.

 

If you're looking for more focus and a stronger service identity

Liina’s journey shows that strong SEO skills don’t depend on a technical background—what makes them truly powerful is pairing them with real industry experience.

SEO can transform your service offering and bring new stability to your entrepreneurial journey.

 👉 If you're ready to bring more focus, demand, and tangible results to your business, explore the Growth with SEO® program.