When I first started my fitness coaching business, I thought posting more often was the answer to everything. Post more. Show up more. Work harder. Every day was another reel, another carousel post, another caption. Every week was a new scramble to adjust to the latest trend. Every month I built my schedule and created content around social media algorithms. For a while, it worked. Until one day... it didn’t. When I finally took a break from social media because of burnout, I realized something no one talks about enough: A business built entirely on social media is a business built on borrowed land. My leads slowed. My sales dropped. My momentum stalled. And it wasn’t because I got worse at what I did. It was because I was playing a game where the rules could change at any moment, and they often did. That’s when I found something better. Something that didn’t vanish when I needed a break. Something that let my business keep growing even when I wasn’t “on.” That something was SEO - search engine optimization .