Aleyda Solis is everywhere. She’s an international SEO consultant and the co-founder of Remoters.net, a wonderful resource for everyone’s new normal: working from home.
She’s also an SEO dynamo who covers technical SEO, YouTube SEO, eCommerce SEO, and more.
On this episode of the Agency Ahead podcast, Aleyda met with Garrett to talk about how the COVID-19 crisis has shaped the future of remote work. She also talked about the impact the crisis has had on her clients and what’s going on in SEO at present.
- (1:37) Remoters.net, and all the resources it has to offer.
- (4:44) The current sentiment about remote work, and its future.
- (9:10) On how the remote lifestyle will be sold and spoken about.
- (10:38) On whether things are going back to normal yet.
- (15:06) On Aleyda’s content recommendations.
- (17:07) Aleyda’s take on Google Shopping.
- (22:15) Aleyda’s causes.
Don’t have time to listen? Here are the top insights.
What's Remoters.net? What's it all about?
Aleyda and her friend Elsia Martinez started Remoters.net in 2015. It’s chock full of resources, like a free job board, a tool section, and a ton of interviews with founders and freelancers who are sharing their journey.
Recently she’s created a checklist to help people whose remote-work journey has been influenced, even kicked off, by this pandemic. You can find a copy of that well-received document here.
How are people thinking and feeling about remote work, and what's going to happen in the future?
Aleyda confides that a lot of the recent experience has been bittersweet. Remoters.net is experiencing a great deal of growth, but she knows this could color how people see remote work.
“I was a little bit afraid that because people were starting to work remotely in a less-than-ideal scenario, while going through a lot of stress and with the kids at home, that this bad experience would make people say, oh my god, remote is the worst.”
To get real data on that fear, she ran a Twitter poll:
Has the lockdown Work from Home experience made you want to switch to a remote work setting? Eg: if you’re a business owner you now want to move your company to work remotely; if you’re an employee, you’ll ask your boss about it or going to move to remote company, etc.— Aleyda Solis (@aleyda) April 12, 2020
“32% answered yes, they now loved remote.”
She tells the story of a London-based agency owner who says he’s going to downsize his office from a studio. That way the team can still occasionally get together and co-work. But for the most part, the agency owner intends to do a lot of video and remote work from now on, because it costs a lot of money to run an office in London.
“It has influenced people, already, to switch out of the mindset that they need to have this huge office that costs a lot of money to rent, and so they might start testing more flexible types of working journey experiences and scenarios with their team.”
She notes that many people have been very productive, even in less-than-ideal situations with lots of kids at home.
26% of her respondents said they were already working from home. She acknowledges that that’s high, but her twitter followers are most likely to be in digital marketing where remote work is already pretty common. 22% said no, they wanted to go back to the office. And 18% said, “I just want to see the results!”
How will the remote lifestyle be sold and spoken about?
Is the discussion going to be about saving money or reaping the benefits of remote work?
“Realistically, in a very objective way, yes, [remote work] allows business owners to save on a lot of operational costs, like rent and furniture. It allows the employees to have a more balanced life without this harsh type of commute – especially now that we’ve seen that there’s not as much pollution in the cities [as a result of the pandemic].”
One thing is certain: whether it’s about benefits, costs, productivity, or the environment, the conversation about remote work is likely to continue!
Across industries, what has her clients' SEO adjustments looked like?
Aleyda says she’s seeing a mix.
She has a mix of clients, including a cruise line, which means a business that’s been hit hard.
“I’ve worked with them a lot to support the users. You can already see they’ve started to implement a lot of specific tactics to try to avoid complete cancellations with flexibility, allowing for cancellation for up to 48 hours prior to a trip, or booking whenever you want in the future.”
She also stresses helping people get the information they want, for example by adding a landing page allowing people to register so they can get alerted whenever things are back to normal.
She also has clients who have seen an increase in traffic because they’re publishers.
“But despite being up 30% to 40% it’s bittersweet for them, because they haven’t increased their profits or ROI. It’s more traffic but the same revenue, maybe even a little bit less. There aren’t that many people competing for traffic right now in AdWords, so their advertisers are not there.”
She’s also had clients that are in the middle.
“SaaS companies haven’t changed, really, from the pandemic.”
How should people be handling content right now? Should we keep talking about Covid?
Aleyda stresses being focused on your audience. She speaks about a client of hers that is a publisher.
“They need to cover what’s going on in the world. It’s part of their business. So of course, a lot of the content that is bringing [in] a lot of traffic is Covid-oriented types of stories. They’ve also switched to helpful editorial topics: how to work remotely, good practices from a health perspective, mental health, etc.”
Yet they’re not always producing content for longterm SEO purposes.
“This is what their audience needs. This is what they are demanding. They are very well aware that they need to identify the trends, and then offer relevant content that will address those specific needs.”
If you’re struggling with your own content creation, that’s the model to follow.
How will Google Shopping impact eCommerce?
Garrett then switched the conversation over to eCommerce. Aleyda questions how many people actually go to the Google Shopping tab to look for information. She’s withholding judgement on whether it’s worth the time investment for organic, until she can run tests and see the real impact.
“Of course, it’s in the interest of Google to compete with Amazon, but realistically things have changed only in that tab.”
She does think it will help merchants, but only if it’s set up correctly. She wants to cautiously test it on a few products.
“Imagine including every product and not getting the traffic after that.”
She wants to see more of how Google might integrate Google Shopping into the organic search results, not just the Shopping tab, before making a final judgement on how much focus to place on this just because Google Shopping listings are now free.
What’s your right now cause?
Aleyda has been donating to campaigns in Spain which exist to raise money for local hospitals. There were times in Spain where the hospitals did not have enough ventilators or PPE for doctors.
She’s hoping they really have reached peak cases and it doesn’t come back. Meanwhile, she encourages our American and Canadian listeners to find the causes or campaigns that are most impactful to their local communities.