How Elina found confidence, inspiration, and peace in entrepreneurship through SEO

When Elina Kilpinen reflected on her business in late 2023, the landscape wasn’t exactly inspiring. As a communications professional with a background in journalism, she had been running her own business for over five years, mostly writing articles for magazines and producing content for companies on the side.

Her everyday life was a mix of short-term gigs, uncertainty, and constant stress.

“I was always juggling multiple deadlines and wondering where the next project would come from.”

Elina longed for a clearer focus, a red thread to tie it all together.

“I didn’t want to be a generalist offering everything to everyone. I could feel how scattered work was starting to wear me down. I loved journalism, and I wanted to find that same spark in marketing and communications.”

“I realized how massive the need for this skill really is”

Elina had been curious about SEO for a while, but her knowledge was based on a few quick crash courses. When she attended the Growth with SEO® webinar, everything started to click.

“I saw how shallow my understanding of SEO was. And I realized how huge the demand is for this skill and how well it fits with everything I already do.”

SEO wasn’t just technical tinkering. It was strategic, analytical, and above all, rich in content. A perfect match for Elina’s journalistic eye.

“If I’m already creating content for companies, why not make it search-engine-friendly too? And why limit myself to just content, when my skills could contribute to the bigger picture? It all aligned with what I already knew.”

Overcoming uncertainty

Still, doubts lingered. Growth with SEO® felt like the right direction for her business, but Elina questioned whether she could make it work like others before her.

“I kept thinking they must have had something I don’t, a different background, an existing client network. What if it doesn’t work for me? What if I can’t turn this into a real business?”

Despite her fears, she made a conscious choice to invest in learning.

“I figured that even if SEO didn’t become a full business for me, it’s still a skill that will pay off in the future.”

Eventually, the coaching in Growth with SEO® exceeded all her expectations.

SEO is more than just a new skill

Through the program, Elina didn’t just gain a new skill - she gained a whole new way to think and grow as an entrepreneur. The personalized guidance boosted her confidence, and before long, she decided to go all in and become a full-time SEO entrepreneur.

“At first, I did SEO on the side, but I soon realized it could sustain me fully, if I just committed to it.”

Her workday changed too. Instead of juggling small, fragmented projects, Elina now works on long-term SEO collaborations where she can deeply understand her clients and build real visibility.

“The biggest change? My stress has dropped drastically. The endless pressure and overlapping deadlines are almost gone. My work is focused and sustainable.”

SEO + Journalism = A new passion

For Elina, SEO became the bridge between her past expertise and new growth.

“In journalism and SEO, the same principles apply: understanding your audience, finding the right angles to capture attention, and creating compelling content. And in off-site SEO, knowing how media works is a huge plus.”

Today, Elina runs her own SEO company, Grow&Com Oy, offering website redesigns and content SEO. Her clients are businesses committed to sustainable growth, just like her.

“I can see a future for myself as an entrepreneur again. I’ve got new ideas and a whole new mindset: now I’m building a business, not just trying to keep myself employed.”

Are you a communications or journalism professional looking for a new direction?

Elina’s story shows that SEO isn’t a separate skill, it can complement and expand what you already know.

“If you have a background in communications, marketing, or journalism, this is a skill that will enrich your expertise. In the Growth with SEO® program, you won’t be learning alone. The support is continuous and personal and it might just lead you in an entirely new direction.”

You can find Elina's services and contact Elina here: Grow&Com