Aleyda Solis won EU Search Personality of the year this past May. She is the owner and founder of Orainti and has been working in SEO and Online Marketing for more than 10 years. She speaks to SEO Jo Blogs about International SEO and what she thinks will change in 2019.
How did you started with International SEO?
I started in my first SEO job at Internet Advantage back in 2007, most of the clients were multinational companies in the travel and education sectors targeting audiences across many different languages and countries, and therefore optimizing in an international setting was common for me… so it was by pure chance, and I loved it 🙂 I’m thankful for that first experience that not only allowed me to enter to the SEO job but also to focus me in international SEO, it forced to improve my English that wasn’t as good back then to be able to work with multi-national teams, as well as to expand the type of research I had to do in order to better understand each country search preferences, competition and opportunities, etc.
What has changed in international SEO since you started and how do you see it evolving now?
When I started there were no hreflang annotations to specify which is the relevant language & country page version to show in search results, no way to geolocate subdirectories or subdomains in gTLDs targeting countries… the best way to specify your audience location was to use an IP of the targeted country to host your site, and back then having to redirect users landing in the wrong language or country page version was also more common as a consequence. Although hreflang annotations can be tricky to implement for sites with a complex Web structure with many language and country versions, having them has made international SEO processes much more straight-forward. I hope there was a way to target regions too, but unfortunately that’s still not supported by Google.
What are the most common SEO challenges that you run into when consulting for clients?
Most of my clients are bigger organizations and therefore most of the challenges are not due to the lack of resources (as sometimes happen with smaller organizations), but have to do with the lack of flexibility and sometimes also existing bureaucracy to implement the required changes (involving many stakeholders across different departments), there are also many priorities and other business goals to be achieved that sometimes are even more urgent and critical in context than the SEO related activities, and therefore what’s critical to overcome these challenges is to be able to communicate, coordinate, prioritize and support accordingly, as well as to be able to make the cases when doing certain changes that will require more effort too; making the most out of every opportunity to align existing activities to what’s going to be positive for the SEO process too.
What are the biggest trends that you see in search this year?
There are two about which I’m very excited about: 1) The continuous shift towards a conversational search journey, that doesn’t have to do only with voice but also with visual search. 2) The popularization of PWAs to close the existing gap with mobile apps, which will add additional aspects that we will need to validate when auditing sites.”
Thank you Aleyda for your time. Do not miss seeing Aleyda at Digital Elite Day, get your tickets today.
Aleyda Solis is an International SEO Consultant and founder of boutique SEO consultancy Orainti, speaker at +100 conferences in 20 countries in English and Spanish, author of “SEO, Las Claves Esenciales”, host of the YouTube SEO video series, Crawling Mondays; and co-founder of Remoters, a resource site for remote based professionals, organizations and digital nomads.
Aleyda 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 59 Female Marketing and Growth Experts You Should be Following, interviewed in publications such as The Huffington Post and contributed for Think With Google.