How Lori Sullivan Grew Guitar & Lace to $10K/Month with Pinterest & SEO

Introduction

In 2017, Lori Sullivan was teaching music and feeling stuck in a routine. She launchedGuitar & Laceas a personal diary about wedding plans and teaching life, but soon spotted the potential for something bigger. Fast forward seven years and her blog now brings in up to $10,000 every month. This case study breaks down the moves she made—from visual social media to search optimization—that fueled her growth.

From Hobby to Business

What began as a side project grew when Lori chose to focus on fashion and home décor, areas she loved. She picked a clean WordPress theme, learned SEO basics, and set up AIOSEO plugins. Rather than chasing every platform, she zeroed in on Pinterest, treating it like a visual search engine. Her approach was simple yet effective which helped her blog stand out.

Pinterest as a Traffic Engine

Lori created multiple pin images per post, each with clear titles, descriptive alt text, and keyword-rich descriptions. By spacing out her pinning schedule and using Tailwind CSS–friendly graphics from Canva, she drove consistent referral traffic. Within months, Pinterest referrals accounted for more than half her monthly visits. She drive a lot of traffic without paid ads, proving a smart pinning strategy pays off.

Mastering SEO

She took time to research long-tail keywords, optimized image file names, and crafted internal links between posts. The AIOSEO tool guided her to include keywords in headings, meta descriptions, and image alt text. Over time, Organic Search became her second-largest source of visitors, cementing her authority in the fashion and décor niche.

Diversifying Income Streams

To avoid depending on one revenue source, Lori tapped affiliate programs, sponsored posts, and the LIKEtoKNOW.it app for shoppable images. She also launched premium icon sets on Etsy under her brand. These small digital products often out-earned her affiliate checks, giving her a buffer when algorithms shifted.

Consistency & Adaptation

Even while still teaching, Lori posted new articles every week, squeezing in research during lunch breaks and repurposing older content. When Instagram’s reach dipped, she refocused on SEO and Pinterest. Rather than panic, she tracked performance with Google Analytics and adjusted her plan month by month.

Conclusion

Lori Sullivan’s story shows that a well-narrowed focus, smart use of free platforms, and multiple income lines can transform a side hobby into a thriving blog business. Her mix of visual marketing, on-page SEO, and consistent output provides a blueprint for anyone looking to build a profitable online presence.