Today I have the pleasure to talk with Aleyda Solis, Aleyda is a well known and highly experienced International SEO consultant, providing personalized & strategical SEO advice, training and on-going support through her boutique SEO consultancy Orainti, from where she helps from multinationals to startups across the world in competitive industries & complex environments requiring a highly personalized, in-depth & scalable approach towards organic search growth, blogger (Search Engine Land, Search Engine Journal and Moz), renowned speaker at 100+ international SEO conferences in 20 countries such as MozCon , SMX London and Munich , OMCap or BrightonSEO.
Aleyda Solis specializes in technical, mobile and international SEO and has been working in this field for ten years. She has been awarded as the European Search Personality of the Year in 2018, included in Forbes top 10 online marketing experts to follow, in Hubspot as one of the Top Female Marketing and Growth Experts You Should be Following, interviewed in publications such as The Huffington Post and contributed for Think With Google.
When Did You Enter the SEO World
It was 12 years ago in 2007 when I started to work at an Online Marketing agency, called Internet Advantage. I first was in charge of managing and growing a network of travel Websites and SEO was a key part of it for me, so when there was an empty spot for an SEO specialist, I filled the role and focused on consulting for clients…. until I ended-up managing the department a couple of years later.
A Great Tip About Onpage Optimization
When optimizing a page always ask yourself: Is this relevant, attractive and provides what my target market is looking for? Am I fulfilling my potential users search needs with this? Am I also achieving my site conversion goals? If the answer is yes then you have the fundamentals to start optimizing.
The Most Stupid Thing People Believe About On-page Optimization
Unfortunately there are many misinterpretations about on page optimization that come to my mind at once but there is one that for some reason makes me feel especially uncomfortable (maybe because for me is a matter of common sense): The thought that you can rank for all of your keyword with one page, usually the home page, thus try to optimize the home page for everything and develop a huge, never-ending scrolling page, without a proper site architecture. Horrible!
A Great Tip on How You Build Links
Identify how you can align the already ongoing product, marketing, communication and content strategies of your client with the SEO process and integrate your link building efforts with these.
Make it as smooth as possible, a non-intrusive process, so it doesn’t seem you’re “creating extra work” but only optimizing and maximizing the visibility of the activities that were already being developed. You will face far less resistance and faster results like this.
Who Is Your Biggest SEO Influence
Moz. The information and community they have built is impressive. I remember when I was learning about SEO how it helped me to advance with the information they shared through their posts and guides.
Do You Think It Is Important to Have a Degree Before Going into Digital
Not at all. What it will really makes your life easier is to have a good understanding of how the Web works, and if not, be willing to learn as much as possible. The fact that before being an SEO I was a Web designer and front-end Web development certainly made my life easier at the start and had a smaller learning curve. I have actually an engineering degree, I’m a systems engineer, which doesn’t really have to do with digital, but it has helped me tho to understand the process, map it easily with functional and non-functional requirements, working with workflows, having taken also marketing classes to “extrapolate” what already were good practices offline to the online world, etc. but some of the best SEOs I know had no background at all in digital… so of course it will help that you have previous knowledge and that you have studied something related to it however, I don’t think is “a must” or important at this point to have a degree before going into digital.
What Three Things Would You Recommend for Someone Setting up Their Own Business
- Work first on having a brand, be known in your industry *before* starting on your own. I see many people becoming independent and setting businesses without having a brand by themselves, it will become then harder for them to get customers or clients. Start first creating that potential client or user base, before setting the business, then you won’t need to do “cold sales” when the time comes…. the ideal scenario would be to already have clients before you set up the business (which you can work for in your free time as a freelance, even when you are still working full time for another company as an employee), so you don’t need to start from scratch. If you’re not willing to spend time building that professional brand before, whether by writing blog posts by night sharing to the community, or sometimes traveling during the weekend to go to events or meetups, or doing a bit of freelance consulting before; then you might not necessarily be suitable to be a business owner necessarily since when you have your own business you should be willing to give it all to succeed without the 8 to 5 mindset.
- Have good legal & tax advice right from the start -or even before, assessing how much you would need to make to keep your business in operations, and ideally, have a few months saved of money to avoid needing clients right from the start- to identify which is the best legal entity for you, avoid mistakes incorporating your company or end-up paying much more taxes than you actually should. You don’t need to be a business expert but have good professionals to advise and take care of it, and also be willing to self-learn at least the basics of how business work, what’s a cashflow, how expenses-profits work, it’s key to be able to operate effectively.
- Identify what you really like and excel doing to be able to focus on that and identifying the best strategy to whenever you have the chance to delegate what you really dislike and where you don’t provide that much value and are time suckers, to become really productive and enjoy what you do. In my case, it was to understand that I really loved doing the actual consulting, advising clients, so instead of growing by setting an agency that looked to get many clients that would make me hire many people and end-up focusing my time on managing them (which I don’t like), I focused on growing the type of projects I get involved with, working on demand with collaborators who I can delegate some tasks where I don’t add that much value and that don’t take much time to coordinate, so I can keep focused on doing what I really enjoy and add value at.
What Are the 2 Best Things About Having Your Own Business and the 2 Things You Would like to Change
- The best things to have my own business are to be able to decide and choose the projects I collaborate with, also having the flexibility to work from wherever I want, not needing to task for permission every time I’m asked to go to an event, not needing to commute every day to work and to also be able to be involved in my own projects and not only in the clients ones.
- I wouldn’t like to change anything really, I’m loving it so far, it’s the experience of my lifetime and just looking to do it even more
If You Can Give Away One Advise or Secret to Our Readers, What Would It Be
It’s time to start using Google Actions in case you haven’t. It can be as easy as to edit the templates that Google already give, this will not only allow you to expand your already existing presence through the Google assistant but to better understand your audience voice behavior and interactions through the analytics provided via the Actions Console.
Thank you Aleyda for taking the time to be interviewed on Rahul Digital. Solis is a busy Consultant, running her own business Orainti, writing for Search Engine Land and State of Digital. She is also very active on Twitter.