Thank you for joining us, Maggie! SEO is notoriously hard to explain to family. Do you have a simplified lie you tell them?
Maggie Swift:
I tell them I make people rich. At a dinner party, I skip the “canonical tags” talk and explain that I help the world’s most talented design brands get “discovered” by the exact people looking for their specific style. I make sure that when someone searches for their dream home aesthetic, my clients are the ones standing at the top of their search, becoming their number one choice.
A little controversy! What is a popularly held belief in the SEO industry right now that you think is complete garbage?
Maggie Swift:
Honestly, one belief I think is overcorrected in the SEO world right now is the idea that all paid backlinks are toxic or useless. That blanket statement just doesn’t match reality.
Google’s guidelines obviously discourage manipulative link schemes, but in practice, the web runs on relationships, placements, and yes—money changing hands in one form or another. Sponsored content, PR placements, niche edits—these are everywhere, and many of them provide real value to users while also passing authority.
The real issue isn’t whether a backlink is paid—it’s how it’s done. Low-quality spam links on irrelevant sites? Sure, that’s garbage. But high-quality placements on legitimate, relevant websites with real traffic? That can absolutely move the needle.
I think the industry sometimes leans too hard into “purely organic or nothing,” when in reality, smart SEOs understand that strategic investment in links—done carefully and with quality in mind—is just part of the game.
Google disappears tomorrow. The algorithm is gone. Does your brand survive? What is the ‘Plan B’ moat you are building right now?
Maggie Swift:
To be vulnerable, it does scare me. I believe in Google and I believe in the power of human analysis and strategic thinking, but marketing tech is moving so quickly these days, it’s hard not to feel a little anxious. Thankfully, my SEO Director, Darko has his hands in tech day to day and always reassures me. We specialize in working with product brands in design, so it is my dream to someday start a brand in that space. I really just love construction.
Many treat domains as just ‘addresses.’ Do you view a premium domain as a strategic asset?
Maggie Swift:
Absolutely. In industries like design, a good domain is similar to a great location. It’s the first impression of a brand, and a clean, memorable name can create immediate credibility. A .net domain? Instant loss of credibility. Instant impression of “cheap” or “antiquated”.
That said, the industry sometimes takes this too far. Some startups spend millions acquiring premium domains, which sometimes doesn’t make sense. A great domain can support a brand, but it can’t replace strong SEO, content, and marketing.
At the end of the day, a premium domain is a multiplier, not a foundation. Without a solid SEO strategy and brand behind it, even the best domain won’t build lasting authority.
Does the stereotype that women handle ‘content’ while men handle ‘technical SEO’ still exist? Have you ever had to prove your technical literacy?
Maggie Swift:
Yeah, it’s still there… just not as obvious as it used to be.
No one’s openly saying “women do content, men do technical,” but you can kind of see it in how things play out. I’ve been in situations where technical conversations drift toward certain people by default, and you have to sort of insert yourself into them.
I wouldn’t say I’ve had some big moment of having to prove I’m technical, I am the owner and CEO – I hire the real technical leaders to run those strategies. What I have encountered are clients and prospects speaking to me in a way that they would never if I was a man.
What is one ‘evergreen’ growth strategy you stick to, even when a Core Update tanks everyone else’s traffic?
Maggie Swift:
Search intent mapping.
Google may change the math behind the rankings, but its core goal rarely changes: delivering the best answer to the user.
My approach is to map every query to the intent behind it. Is the user researching, comparing options, or ready to act? When your content consistently aligns with that intent and actually solves the user’s problem, it tends to survive algorithm updates much better than content built purely around keywords.
Long-form content or Short-form video: If you could only pick one for 2026, which wins?
Maggie Swift:
For the design industry, long-form content still wins.
Short-form video is excellent for reach and quick engagement, but high-value clients usually need depth before making a decision. They want to understand the thinking, the process, and the expertise behind the work.
That’s where long-form content shines. A strong pillar article, case study, or deep resource builds authority and trust in a way that a 15-second clip usually can’t.
Maggie Swift, co-founder and CEO of Unframed Digital, leads the only SEO agency dedicated to design brands and more. With over a decade of experience, she delivers measurable growth through tailored digital strategies. Maggie’s clients, including Arteriors, Rocky Mountain Hardware, and Engel & Völkers, rely on her expertise to enhance their digital presence. A sought-after speaker and workshop leader, she helps brands thrive in competitive markets, managing over $3 million in annual SEO click value. Maggie’s lifelong passion for design drives her commitment to supporting businesses and craftspeople in the built environment.