Episode Overview
Podcast: Spa Marketing Made Easy Podcast
Host: Daniela Woerner
Episode: #455 — Marketing Month Part 3: Why Blogging is Back (And How AI Makes It Easy)
Date: October 20, 2025
In this episode, Daniela Woerner, joined by co-host Lucy and their SEO Specialist, deep-dives into the resurgence of blogging for spa professionals. They discuss the vital role of content in SEO, how AI streamlines the blogging process, and offer actionable advice for leveraging both technology and human intuition to grow your spa's online presence. This conversation is the third installment of their Marketing Month series, focused on practical, sustainable strategies for spa owners and marketers.
Main Themes and Purpose
- Blogging is making a comeback as a critical spa marketing tool—especially for SEO and visibility.
- AI tools now make blogging easier and more efficient, but “human eyes” are essential for quality, accuracy, and brand voice.
- Websites should be treated as "living, breathing documents," not static brochures, and require regular updates to remain effective and authoritative.
- Consistent, optimized content directly improves SEO rankings and helps attract new clients to your spa.
Key Discussion Points and Insights
1. The Return of Blogging: Why It Matters (00:39 – 07:45)
- Blogging has re-emerged as a vital marketing strategy due to changes in search behavior and the rise of AI.
- Optimized blogs (with up-to-date SEO strategies like keyword-rich content, meta descriptions, and local mentions) are one of the top ways to attract new clients.
Notable Quote:
“I never thought that there would be a time that I was like, blogging is coming back. But as AI is kind of changing the way that we search and... use the Internet, it’s more important than ever to make sure that our SEO is optimized.” — Daniela (00:39)
- Historically, blogging required significant effort and time investment, often deterring spa owners from being consistent.
Memorable Moment:
Lucy reminisces about the early days:
“When we very, very first... I’m talking like year one, we were doing blogs. ... And then we sent an email out, and those were all just straight up handwritten blogs, you know, that we were writing out and editing. ... And now I have to write an email to send also. And I have to do this every single week.” — Lucy (02:26)
2. The AI Advantage — But Human Touch Still Matters (04:16 – 07:45)
- AI tools (like ChatGPT, Sintra, etc.) now generate a strong first draft, drastically lowering the time and effort to create blog content.
- Within their company, the process is always: AI for the first draft, then human review to ensure accuracy, voice, and polish.
Pro Tip:
“Chat loves a dash. So if you find that it is giving you a lot of dashes, you can prompt it to say, please remove.” — SEO Specialist (04:16)
- “Put human eyes on it” is a team mantra, ensuring every post feels authentic and aligns with company values.
- Oversaturation of digital content means authenticity and relevance matter more than ever, and human editing is crucial.
Notable Quote:
“We always put on our task board: put human eyes on it. ... We are an AI first company, but we always put those human eyes on to make sure... it’s aligned with what we believe.” — Lucy (04:27, 15:15)
3. SEO Basics: Blogs as SEO Powerhouses (07:45 – 11:28)
- Search engines reward websites that are updated frequently and provide valuable, relevant information.
- Every time you publish new content (blog posts, podcasts, etc.), your site is re-indexed and your authority score improves.
- Blogs targeting your “ideal client avatar” (ICA), using local keywords, and directly answering potential client questions are key to appearing on the first page of search results.
SEO Explained:
“The most important thing that I have learned about websites is that it’s a living, breathing document. ... Technically we have two blog pages because the podcast is considered what would be a blog on a website. ... Google is constantly getting a new link from us to index and then it’s reassessing our authority score within our industry.” — SEO Specialist (07:52)
- SEO is a long game; quick fixes don’t exist. Invest in ongoing SEO work and collaborate with reputable experts if needed.
Memorable Quote:
“SEO is a long game. It’s not something that happens overnight that is like, oh, I’m gonna start paying this company. ... Habitual practices that you can control and do yourself is what’s important to understand.” — Lucy (09:47, 10:11)
4. Treating Your Website as Your Digital Storefront (10:33 – 11:56)
- Don’t treat your website as “set and forget.” It should evolve as your spa does, reflecting service changes, new offerings, and updated content.
- Publishing to Google Business Profile and other platforms increases your digital “touch points” and authority.
- Both Google’s algorithms and AI tools learn from the breadth and recency of your online content.
Practical Insight:
“If you kind of see your website as almost like feeding Google the information that it needs from you... the more you give to it, the more it’s going to know and essentially you’re going to become more of a trusted source on the Internet.” — SEO Specialist (10:53)
5. Working With AI: Best Practices for Spa Content (11:28 – 13:55)
- Always provide AI with the latest information about your business, and prompt it to ask clarifying questions for relevance and accuracy.
- Use tools like Sintra or custom GPTs, but never skip the final human review.
- Encourage two-way interaction: AI can and should ask you questions to clarify your needs and deliver better drafts.
Actionable Tip:
“You can say I’ve uploaded this document, like what’s confusing about it? Or like what questions would be helpful to clarify details. And it’ll come up with like five bullet points of questions…” — SEO Specialist (13:12)
- Some tools may “overanalyze” but thorough review leads to higher quality content.
6. Staying Accountable With Website Updates (13:58 – End)
- Use project management tools (e.g., Monday.com) to schedule regular website audits.
- Review your website, blog, and business profile for accuracy and freshness to improve chances of ranking in searches and attracting new clients.
Closing Motivation:
“With the AI tools that are available out there, if you know how to use them correctly, there’s really no excuse to not get this done. It is so quick and easy when you have AI creating that first draft for you, but you’ve got to put human eyes on it.” — Daniela (14:51)
Notable Quotes & Memorable Moments
- “Blogging is a really, really incredible way to [optimize SEO]. ... SEO is so vitally important for us in the aesthetics industry because that is one of the top ways, if not the top way, that you are getting new clients.” — Daniela (00:39)
- “We say put human eyes on it. ...That’s just a task that maybe looks weird, but ... we go through and we put human eyes on it and we make sure that there’s not 700 dashes, and we make sure that it actually is true.” — Lucy (04:27)
- “Your website is a living, breathing document, okay? It's not something that you set and forget. So really hold yourself accountable.” — Daniela (13:58)
- “SEO is a long game. ... Habitual practices that you can control and do yourself is what’s important to understand.” — Lucy (10:11)
Key Timestamps
- 00:39–03:46 — Why blogging is back; early challenges and evolution
- 04:16–07:45 — How AI helps with blogging, human review process, and writing pitfalls
- 07:45–09:47 — SEO basics: indexing, website authority, frequent updates
- 10:33–11:56 — Treating your website as an evolving storefront, cross-posting, Google Business Profile
- 11:28–13:55 — Best practices for working with AI, keeping information up to date, establishing two-way dialogue with AI tools
- 13:58–15:15 — Website audit accountability, project management, using AI efficiently but responsibly
Action Steps for Listeners
- Start (or restart) your spa’s blog—focus on answering client questions, using local and industry keywords.
- Leverage AI tools for first drafts, but always proofread and personalize each post before publishing.
- Schedule regular site and content reviews using project management systems.
- Update your Google Business Profile as you do with social media.
- Engage with the Spa Marketing Made Easy community for ongoing support and coaching.
Join the Conversation:
Daniela hosts weekly Facebook Live Q&A sessions in the [Spa Marketing Made Easy Facebook Group]—a resource for ongoing learning and community support.
This episode is an encouraging roadmap for spa professionals to re-embrace blogging—with the strategic advantage of AI—while ensuring authenticity and quality remain at the forefront.