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We wanted to get to know Rachel Bradley (NAIWE’s Branding and Marketing Expert) better, so last month we sat down with her. Here are some thoughts she shared with us.

What led you to transition from a legal career to becoming a freelance editor?

I had come into a radically life-changing experience with God’s grace and had fallen in love with grace over justice. I sought the Lord for a change in careers, and at an unlikely and unexpected moment, he dropped into my heart that I was a freelance copyeditor. At that point, I pursued training in the field and two years later, “hung up my shingle.”

How does your legal background inform your editing work?

As a legal assistant, I had to analyze documents for logical arguments and holes in the presentation. Every preface had to have proof, and conclusions had to follow the evidence. I use a similar skill to analyze a manuscript for a solid plot line and elements of strong writing as well as continuity of ideas and flow.

How did you go from wanting to become a freelance editor to obtaining your first client?

I dedicated one of my journals to my journey and committed to writing down each day at least one thing I did to advance my goal of becoming a freelance editor. Some days were so busy with other things that the only item I wrote down was “Prayed for my business today.” But tracking each day like that really helped alleviate the overwhelm of everything that needed to be accomplished to get my business off the ground. The PEN Institute online gave me the additional training I needed to enter the freelance editing field. And I also attended writers’ conferences and offered my services as an editor-in-training for free until I had enough experience to begin charging clients.

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You can join in this conversation on December 11 at 2:00 pm eastern, when NAIWE will host a discussion on maintaining and growing a copyediting business. The cost for NAIWE members is only $10! Nonmembers can join for $30. Register today!

Rachel E. Bradley holds a BS degree in paralegal studies from Northeastern State University in Oklahoma and graduated summa cum laude in 2006. She is a gold member of the Christian PEN: Proofreaders and Editors Network, is an established freelance editor with the Christian Editor Connection, is an instructor with the PEN Institute, is a judge for the Editors’ Choice Award, and has served as faculty for PENCON, the only conference for editors in the Christian market. After serving nine years in the legal field and becoming an advanced certified paralegal, Rachel started her business as a freelance editor and indexer. She now owns Revisions by Rachel Inc. In 2018, Rachel lost her first husband, Matthew, after an intense battle with brain cancer. This life experience carried over into her editing and gave her a new understanding and a fierce compassion for people who feel broken and hurt. In celebration of continued life and hope, Rachel became a licensed skydiver and takes to the skies with her rainbow canopy, “Promises,” any chance she gets. In early 2021, she asked God to choose her next husband. In an incredible tale of trusting God and giving him her yes without exception, Rachel is now joyfully married to Alexander Bradley. They have been assigned the awe-inspiring and continually humbling task of raising two incredible children. Beyond reading, Rachel enjoys Bible studies, dancing during church worship, skydiving, swing dancing, rock climbing, reading, teaching, discussing important issues, watching Star Trek, sewing, cooking, Pilates, horseback riding, water sports, playing guitar, and snow skiing.

We wanted to get to know Jeanne Grunert (NAIWE’s Branding and Marketing Expert) better, so last month we sat down with her. Here are some thoughts she shared with us.

How do you define “generative search” and “GEO” in a practical way for freelancers?

Generative search is a new way of searching online that uses artificial intelligence to give you direct, conversational answers instead of just a list of links.

For example, if you ask, “What’s a good laptop for college students?” a traditional search engine might show you 10 websites. A generative search engine, however, reads through those websites and gives you a summarized answer like a helpful friend who already did the research for you.

Now the new term is “GEO” or generative AI search engine optimization. It’s similar to SEO (Search Engine Optimization), but instead of helping websites rank higher on Google, GEO helps businesses make sure their content is included in AI-generated answers.

In traditional SEO, companies try to get their websites to appear at the top of search results. In GEO, they want their brand or product to be mentioned when an AI gives an answer to a user’s question. People are asking longer, more complex questions. AI is becoming the main way people get answers. Freelancers need to adapt so they stay visible in this new kind of search

When someone searches “Who’s a good freelance writer for tech blogs?” generative AI tools like ChatGPT or Perplexity don’t just list websites — they summarize answers. That means your name or site might not appear at all unless the AI sees you as a trusted source. Zero-click searches are rising — users often read the AI’s summary and never visit any links. Authority and clarity matter more than keywords — AI wants to quote reliable, well-structured content.

So instead of just optimizing for Google rankings, you now need to optimize for AI-generated answers.

AI models prefer content that sounds natural and easy to understand. Therefore, you should avoid jargon and write like you’re explaining things to a smart friend.

In your work with B2B tech and SaaS companies, what specific challenges and opportunities does generative search present?

Because so few companies are prepared to optimize their websites for GEO/gen AI search (many are taking a “wait and see” approach), there are enormous opportunities now to improve rankings. The trick is to focus on brand-aligned, unique topics that are difficult for AI to summarize quickly. The challenge for most companies is to pivot and scale quickly. Few companies are ready for this massive shift in how to optimize for AI. And it changes so quickly — that adds to the challenge!

How will generative search and AI-generated answers affect local businesses?

Generative search and AI-generated answers are changing how people find local businesses by shifting from short keyword searches to longer, conversational queries. Instead of showing a list of websites, AI tools often provide direct summaries, which can reduce clicks to individual business sites. This means local businesses need to adapt by creating clear, helpful content that answers common questions, maintaining strong local SEO through platforms like Google Business Profile, encouraging detailed reviews, and using structured data to help AI understand their services. While AI is becoming a major source of information, traditional local search tools still play a key role, especially for location-specific needs. Local businesses should continue using traditional SEO resources but add conversational, helpful, unique content, too.

BONUS TIP

Check “under the hood” of your website — your technical SEO. Make sure your site is responsive, fast to load, and has few, if any, errors. Google now simply skims or skips sites with a lot of technical errors, broken links, and problems. Don’t forget to resubmit your site map to the major search engines (Google, Bing) after making updates, too. Every little bit counts!

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Generative AI is reshaping how people discover content online—and traditional SEO tactics alone won’t cut it. In this webinar, we’ll explore how AI-powered search is changing the digital landscape and what that means for your website. Learn how to optimize for AI-driven engines, adapt your web strategy, and stay ahead of the curve in a world where search is smarter, faster, and more conversational than ever. For independent writers, editors, and others, this is a must-attend webinar to learn the latest best practices for building your personal brand and attracting web searchers to your virtual doorstep.

You can join in this conversation on October 23 at 2:00 pm eastern, when NAIWE will host a discussion on AI and generative searching capabilities. The cost for NAIWE members is only $10! Nonmembers can join for $30. Register today!

Jeanne Grunert is the president and founder of Seven Oaks Consulting, a business-to-business content marketing agency. She is an award-winning writer and direct marketing expert with over 30 years of writing, marketing, and business experience. Prior to founding Seven Oaks Consulting, Jeanne led marketing for divisions of McGraw-Hill Education, Teachers College Columbia University, The College Board, and retail, publishing, and financial service companies in the New York City area. Known worldwide for her exceptional leadership and communication skills, Jeanne works seamlessly across cultural and corporate barriers to achieve outstanding results. She holds an M.A. in writing and an M.S. in direct and digital marketing (awarded with distinction) from New York University, as well as certifications in social media marketing, content marketing, and adult education. Originally from the New York City area, Jeanne currently resides with her husband, John, and many pets on a 17-acre farm in rural Virginia. When not leading marketing teams through her work at Seven Oaks Consulting, she enjoys gardening, reading, cooking, and writing mystery novels.