As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Zara Avila.
Zara Avila is an SEO and SEM strategist, speaker, and founder of Online Strategy Co., where she helps small businesses show up online for the things they actually want to be found for. Known for her practical, no-fluff approach, Zara builds tailored strategies that make sense — to both Google and real humans.
What started in the cracks of naptimes and night feeds has grown into a thriving consultancy supporting clients across Australia. Balancing her role as a business owner and mum of four, Zara brings a rare mix of clarity, structure, and transparency to digital marketing. She cuts through vague advice and one-size-fits-all templates, focusing instead on what’s truly worth her clients’ effort and delivers measurable results.
Passionate about helping entrepreneurs feel confident in their online presence, Zara empowers businesses to align strategy with visibility — so they can grow with purpose and impact.
In this interview, she delves into the challenges, successes, and wisdom she has gained from over a decade of transforming online businesses.
What inspired your leap into entrepreneurship, and what personal experiences sparked the idea behind your current venture?
I didn’t set out thinking, “I’ll start a business in SEO.” My leap into entrepreneurship came when I was running my own e-commerce brand. Like most small business owners, I knew I needed SEO, but hiring an expert was overwhelming. There was too much jargon, too much “secret squirrel” behaviour, and very little trust.
So I started learning SEO myself. At least that way, I could be sure of what was happening. What surprised me was that I loved it. I had a real knack for seeing the meaning behind the numbers and turning data into a clear strategy. That e-commerce business grew so big I eventually sold it, but by then other business owners were already asking me to help them grow their own businesses the same way.
My journey as a mum, a neurodivergent woman, and someone who often felt like an outsider in male-dominated tech spaces shaped the way I built my company. Empathy, transparency, and education became the foundation of my strategy, and they remain the values that set my business apart today.
What core problem does your business solve, particularly for women or underserved communities, and how does your approach stand out in today’s competitive space?
The biggest problem I solve is trust and accessibility. SEO can feel like a locked box, and too many agencies keep it that way. Women in business often tell me they’ve been dismissed or made to feel “too silly” to understand what was happening with their websites.
I pull back the curtain. I explain what we’re doing, why it matters, and how it will impact their business in plain language. My clients don’t just get rankings; they gain confidence and ownership of their online presence. In a male-dominated space that often rewards opacity, I stand out by making SEO transparent, educational, and empowering.
What were some of the toughest obstacles you faced early in your journey as a woman entrepreneur, and how did you navigate through them?
Imposter syndrome was massive for me at the start. I was often the only woman in the room, and I constantly felt I had to over-prove myself technically. I’d get asked if there was “someone else” on my team who handled the coding or the numbers.
I pushed through that by focusing on results. Data doesn’t lie. When clients saw their traffic grow, their phones ring, and their sales increase, it shut down the stereotypes quickly. Over time I learned I didn’t need to mimic how others did business. I could lean into my own way of working, and that’s when things really took off.
When the going gets tough, what keeps you grounded and motivated to keep pushing forward?
My clients and my kids keep me going. Clients remind me why this work matters. Hearing a business owner say, “Your work kept us alive during a tough season” makes every challenge worth it.
But above all, I’m a mum of four. I want to be a role model for my children, showing them that gender doesn’t define what you can be or do. I also want to build a life that gives them flexibility, freedom, and presence. I keep pushing forward not just to grow a business, but so I can spend more time with them and show them that you can design a life on your own terms.
What daily habits or non-negotiable routines help you stay focused, creatively energized, and balanced as a founder?
Lists are my lifeline. As someone with ADHD, I can’t rely on keeping everything in my head, so I externalise my thoughts into clear, structured lists each day. That gives me focus and stops me from getting stuck in overwhelm.
I also protect non-negotiable downtime. Stepping away from the screen, whether it’s going for a walk, cooking, or being with my kids, is what keeps me grounded and fuels creativity.
That in itself feels like breaking the rules. Hustle culture glorifies constant work, late nights, and “rise and grind.” I refuse to play by those rules. My business exists to support my life, not consume it. Protecting rest and family time is part of my strategy, and it makes me better at what I do.
What’s been the most effective growth lever for acquiring new clients or expanding your customer base?
For me, it’s always been relationships over flashy marketing. Most of my growth has come through referrals and word-of-mouth, happy clients who felt supported and educated. That trust turns into introductions I could never buy through ads.
I’ve also broken the rules of traditional SEO marketing by leaning into transparency and education. Instead of trying to look like the biggest or loudest agency, I share knowledge openly through blogs, workshops, or conversations. In a space that often thrives on gatekeeping, giving people the keys for free has been my biggest growth lever. It builds trust, and trust is what converts into long-term clients.
What branding or marketing decision had the biggest impact in elevating your business and building trust with your audience?
The biggest impact came from radical transparency, paired with embracing my femininity instead of trying to match the male energy that dominates the SEO industry. Most SEO brands go for black, navy, hard edges, and tech-heavy jargon. My website is intentionally the opposite, soft, approachable, full of photos and human connection.
I wanted clients to feel heard and listened to, not overwhelmed or dismissed. That personal touch, combined with open communication about what’s really happening behind the numbers, built trust far faster than any corporate façade ever could. By breaking away from the “rules” of how an SEO business is supposed to look and sound, I’ve built a brand that feels authentic, and that authenticity is what keeps clients coming back.
How do you personally define success, not just as a business owner, but as a woman living a purpose-driven life?
For me, success is about clarity and alignment. I set clear, measurable goals, the kind you can actually track. SMART goals keep me grounded because they show progress in real terms, not just vague feelings of “doing well.” But success isn’t just about hitting the numbers.
I define it as building a business that reflects who I am, not who I’m expected to be. In an industry that often rewards hard, masculine energy, I leaned into softness in my brand, in my communication, in how I connect with clients. Success is showing that you can be approachable, feminine, empathetic, and still deliver exceptional results.
And on a personal level, as a mum of four, success is also about designing flexibility into my business. It’s having the freedom to hit big goals while still being present for the little moments with my kids. That balance is the truest measure of success for me.
Can you share a mistake or misstep that taught you a lesson you still carry with you today?
Early in my journey, my biggest mistake was not holding boundaries. I said yes to everything, every client, every request, every “quick favour.” On the surface it looked like hustle, but in reality it left me exhausted, undervalued, and stretched too thin to do my best work.
Learning to say “no” was a turning point. Boundaries aren’t about being difficult, they’re about protecting your energy and your standards. By valuing my time and expertise, I could show up fully for the right clients and deliver the kind of results I wanted to be known for.
It felt like breaking the rules at first, especially in a culture that glorifies overwork, but I realised that boundaries aren’t a weakness. They’re a strategy.
What’s your best advice for women just starting out, especially first-time entrepreneurs feeling overwhelmed or unsure of their next steps?
Trust yourself. Listen to your intuition. It’s easy to let negative self-talk creep in, but you know more than you give yourself credit for. Don’t let that inner critic run the show.
At the same time, don’t be afraid to ask for advice or help. One of the biggest myths in business is that leaders should always look certain and in control. I break that rule deliberately. I show my insecurities and admit when I don’t know something, because it makes me approachable and builds trust. It tells others, “You’re safe to bring your real self here too.”
So my advice is this: back yourself, but stay open. Trust your instincts, but be willing to learn. That balance is where the real growth happens.
How do you approach risk and innovation, especially when breaking new ground in a male-dominated or fast-changing industry?
Risk and innovation are huge in SEO. The industry changes constantly, algorithms shift overnight, new platforms emerge, and the “rules” are rewritten without warning. If you’re not willing to experiment, you’ll get left behind.
For me, the key is adapting for each client. There’s no one-size-fits-all strategy. I test, I tweak, and I treat every experiment as data rather than failure. If something doesn’t work, we learn, adjust, and move forward smarter.
In a male-dominated industry, innovation is often framed as being bold or disruptive for the sake of it. My approach breaks that mould. I combine creativity with empathy, designing strategies that not only please the algorithm but also genuinely connect with the people behind the clicks. That’s where risk pays off.
If you lead a team, how do you foster a culture of trust, inclusivity, collaboration, and growth?
I approach leadership the same way I approach SEO: there’s no one-size-fits-all. Every team member has different strengths, ways of thinking, and working styles, so I adapt rather than force people into one mould.
Trust starts with transparency. My team sees the same reports clients do, the same wins and setbacks, because honesty builds confidence. Inclusivity comes from valuing those differences. As someone who is neurodivergent myself, I know the importance of creating an environment where people can show up as they are.
I also believe in breaking the rule that leaders should have all the answers. I invite feedback, I ask for ideas, and I admit when I don’t know something. That openness creates collaboration and shows my team that growth is a shared journey, not a top-down directive.
What are the top 5 mindset shifts or personal practices that helped you overcome self-doubt and grow your confidence as a woman entrepreneur?
Stop waiting for permission. The rule says you need to be “qualified enough” before you start. I stopped waiting and built as I went.
Own your femininity. Instead of trying to match masculine energy, I leaned into softness, empathy, and connection, and it became my strength.
See imposter syndrome as growth. Self-doubt doesn’t mean you’re failing, it means you’re stretching into new territory.
Rest is strategy. Hustle culture says work harder and longer. I’ve learned that downtime fuels creativity and better results.
Boundaries aren’t optional. Saying no felt wrong at first, but it’s the only way to protect your energy and deliver your best work.
If you could spark a global movement through your work, what would it be, and why is that mission meaningful to you?
I would spark a movement where women fully own their digital presence. Too often, websites, SEO, and marketing are handed off to “the tech guy,” and women are left out of conversations about visibility and strategy.
I want to flip that script. When women understand and direct their own digital strategies, they step into a new level of confidence and authority. Visibility creates opportunity, more clients, more sales, more influence. And when women-owned businesses are visible, they don’t just grow their own brands, they shift industries and inspire others.
This mission matters to me because I know what it feels like to be underestimated or shut out in male-dominated spaces. Helping women claim ownership of their online presence is about more than rankings, it’s about breaking down barriers and showing that our voices belong at the front of the stage.
What’s a quote, philosophy, or guiding belief that shapes how you lead, create, and live every day?
“I am not afraid of storms, for I am learning how to sail my ship.” — Louisa May Alcott.
That line sums up my approach to both business and life. SEO is full of storms, algorithm changes, shifting trends, and constant disruption. Entrepreneurship is the same. Instead of fearing those challenges, I’ve learned to treat them as part of the journey. Every storm teaches me something new about resilience, adaptability, and leadership.
As a woman in a male-dominated industry, I’ve had to learn to sail my own ship, even when the waters were rough. That quote reminds me that the goal isn’t calm seas, it’s building the skills and confidence to keep moving forward no matter what comes.
Where can our audience connect with you, explore your work, or follow your entrepreneurial journey online?
You can find me at Online Strategy Co, my SEO consultancy based in Perth.
I share practical SEO tips, behind-the-scenes stories, and plenty of real-talk about business and entrepreneurship over on Instagram. It’s where I show up most often and where I love connecting with other women building their own ventures.
For case studies, resources, and more detail on my work, my website is the best hub. And if you’re curious about how SEO can actually fit into your business (without the jargon), Instagram is the easiest way to follow along and reach out.
