Gab: Aleyda Solis is one of the savviest SEO experts in Spain and even in international SEO, which fact is obvious from her role managing an SEO team in the highly competitive field of Forex, or Foreign Exchange trading. We recently chatted over email about her
In addition, she runs an SEO consultancy called Orainti, and is prominent in the search space, writing at State of Search and her SEO blog; co-organizing the SEO+You meetup in Madrid; speaking at SEO conferences and tweeting SEO news and resources SEO blog.
I’m from Montreal Quebec, where a large percentage of people only speak French, and this slows the transfer of technology there. To what extent is that an international problem? Do Spaniards also lag behind the English-speaking world in technology?
Yes, in general that is an international problem and that happens for the Spanish speaking world too.
I think it’s always like that in technology: new products and services are usually launched first for the US market in English and later for the rest of the world.
You can also see that with online marketing and SEO related news, for example, Google updates are almost always launched first in English for the US and the latest information is usually in English.
At the end of the day this makes that for SEO it is fundamental to speak English in order to be updated in our field.
Who are the top Spanish-language bloggers you read?
Most of the blogs I read are in English –because of what we talked before-, nonetheless in Spanish I highly enjoy blogs like:
And of course the posts shared by Spanish SEO colleagues and friends, such as Lakil (http://www.seo-20.com/), SEOcom (http://www.seocom.es/blog/), Lino (http://www.mecagoenlos.com/), Jose Llinares (http://www.josellinares.com/), Iñaki (http://blog.ikhuerta.com/), Fernando Muñoz (http://www.senormunoz.es/archives), Jose Moreno (http://www.jbmoreno.es/comunicacion/blog/), MJ Cachon (http://www.mjcachon.es/) and Christian (http://www.christianoliveira.com/blog/).
Share some social media networking secrets. What do you do for successful outreach?
1. Identify and connect
Who do I share interests with? Who can I learn from? Who and where are the leaders of my sector? Connect with them!
A great tool for this is http://www.socialbro.com/.
2. Observe and Listen
Learn from what is shared. Take a look of what is successful within your audience. Analyze and understand its behavior. A useful tool to do it is http://favstar.com/.
3. Interact nicely and create value
Be honest, provide relevant feedback in a nice way. Share useful information to your audience according to what you have identified.
You’re speaking soon at SEOmoz’s MozCon. What’s the topic of your presentation and what will people take away from it?
My presentation at MozCon will be about Successful SEO Project Management, where I will be sharing best practices and tools to effectively managing SEO projects.
I have had the chance to wear many hats in very different scenarios as SEO that have given me the chance to learn the importance of good project management.
First as an SEO specialist, then as Head of the SEO department in an Online Marketing agency, later as an In-House SEO and now I’m a mix, of an Independent SEO consultant with my own company and also a Global SEO manager working remotely for an online company.
At the moment I work with people who are in Moscow, Madrid, Berlin, Podgorica and New York parallely so an effective management and workflow for the SEO process is fundamental to make things happen as initially defined.
Unfortunately I’ve seen SEO processes fail not due to he lack of SEO capacity or understanding but because of aspects that are more related to the coordination of a multidisciplinary, multidepartment project.
My goal is that after the presentation even highly experienced SEOs that will be attending to MozCon can have a much more specific criteria and roadmaps to follow when facing diverse SEO project scenarios that can be sometimes complex to manage.
What advice would you give to beginning, Spanish-focused SEOs?
Twitter is a great platform not only to interact with more experienced SEO specialists you can learn from but also an excellent way to keep updated with the latest SEO news and identify new SEO resources to use.
Develop your own tests
If you don’t apply what you read or think might work you will never develop a real advantage over your competitors. Besides validating what is shared you also need to create your own hypotheses and check if they work. Like this you will also gain experience, which is very important if someone is starting.
Connect with others
Attend to local SEO events. For example you can attend for free in Madrid to SEO+You) -an event that I organize with other SEO colleagues-, there’s also another great event called Evento SEO and in Barcelona there’s Clinic SEO. ??You also have local SEO conferences, like Congreso SEO Profesional , where you will have the opportunity to learn from and network with experienced SEO specialists.
Identify your USP
There are already a lot of SEOs out there, so what can you offer that they don’t? What is your USP (unique selling proposition)? Usually you can find this when you have already developed a bit of experience, see what are you the best at and what you love the most in SEO. Maybe it’s link-building or technical SEO, the important thing is to identify it and make the most out of it to provide a unique value to your clients and have an advantage over your competitors.
If you’ve started doing SEO because you’ve been told is great but you’re not enjoying it really… you should ask yourself if this is really what you want. Remember: you should always love what you do and have fun!