We interviewed Lidia Infante, Senior SEO Manager at Sanity (former BigCommerce, Rise at Seven and more).
With Lidia, we talked about:
• Women in SEO
• • Gender GAP in SEO Publishing
• • What can we all do as an industry to get better at this?
• • What’s the future for Women in Tech / SEO
• Enterprise SEO
• • How to get buy-in from different stakeholders
• • Learnings from working in-house and in agency?
• SEO events
• • Speaking at SEO events
• • MozCon 2023
• Headless CMS
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Where to find Lidia Infante:
– https://www.linkedin.com/in/lidiainfante/
– https://www.lidia-infante.com/
– https://twitter.com/LidiaInfanteM
– In Manchester 🙂
Where to find José Rivolta:
– https://linkedin.com/in/jose-luis-rivolta
– https://twitter.com/jocherivolta
– https://joserivolta.com.ar
More about The Inbound:
– https://theinbound.net/
– https://theinbound.net/podcast
– https://newsletter.theinbound.net/
Referenced:
– https://www.sanity.io/
– https://riseatseven.com/
– https://moz.com/mozcon
– https://www.bigcommerce.com/
– https://twitter.com/lilyraynyc
– https://www.amazon.com/Surrounded-Idiots-Behaviour-Understand-Understood/dp/1785042181
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The Inbound Podcast. Conversations with Industry Experts.
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Transcript Begins (AI – Work in Progress):
00:00.00
José Rivolta
Hey welcome to podcast. How are you doing great doing great I’m really happy to to have you here a huge fun of yours. So been following you for for years.
00:04.20
Lidia Infante
And well good. Are you.
00:16.43
Lidia Infante
Thank you of you following Youtube too. So this is like a mutual admiration link. Thank you for inviting me here. This is really awesome. Thank you.
00:22.84
José Rivolta
Oh thank you thank you and thank you? Thank you? Um, liia. There are lots of things that that I want to talk with you that I want to learn from you? Um, but I think that the the main ideas ah are. We’re going to talk about women in tech we’re going to talk about Enterprise Seo and a little bit of a headless cms which I know you are ah an expert so that’s the them an idea. Yeah um, can you tell me a little bit more on.
00:54.11
Lidia Infante
Awesome.
00:59.22
José Rivolta
On about here.
01:02.72
Lidia Infante
Sure, um, that’s so like I feel like I should have a pitch right now to like where I can introduce myself easily but I feel like I’m not very good at this. Um I’ve been in Seo for about a decade or so I’ve been um.
01:10.34
José Rivolta
And.
01:18.23
Lidia Infante
I consider myself mainly a marketer and I mean in many like different marketing departments now doing many different things and it’s going to be no, it’s already been eleven years since I started working in marketing I got into a Seo through like I founded a feminist magazine in Spain and it was. Quite a fun adventure and after that I started working in international e-commerce publishing so and so when I’m not ah working or speaking at an event I’m usually either cross-ditching or playing with my cat I have the cutest cat in the world.
01:53.56
José Rivolta
Um, oh yes, please yes, please? Yes, absolutely oh, you’re not yeah I’m also a cut lover I have ah 3 3 cats. So huge fine.
01:54.21
Lidia Infante
You want to see it too. Is it? Okay, oh no, she ran away. She saw me coming and she was like you’re not showing me on another podcast. Yeah.
02:11.90
Lidia Infante
Yes, yes.
02:11.31
José Rivolta
They’re not here. But huge fan and Livia. Awesome! Awesome so seo marketer psychologist ah speaker. There’s no much room for for new things. So lots of.
02:21.00
Lidia Infante
Yeah, yeah.
02:26.99
Lidia Infante
Oh there’s not a room for new things I’m learning to play the piano now and I’m pretty bad at it. But.
02:30.32
José Rivolta
Um, oh oh oh a piano. How nice nice. Um I’m I’m seeing a a guitar at the background. But I think it’s not yours oh piano.
02:35.97
Lidia Infante
Yeah, and there’s a ukele over here a guitar over here and a piano over here.
02:48.86
José Rivolta
Awesome! Awesome! So lots of things. Lots of things. Um Lydia just to start my question is what is it like to speak and ah, add a at an event like moscon which is by the way. Huge congrats on on that it’s. Awesome.
03:09.28
Lidia Infante
Thank you moscon is probably 1 of the most intimidating events that I’ve ever spoken at um, this year was my second year it was the second one in a row and um god it’s you do a speaker run through the day before. And they take you to the stage and there’s this guy. It’s always the same guy. He’s very nice. He doesn’t work for Moscow but for like the company that produces the event because they hire like this massive event producer so you arrive and Moscow every year has a theme last year. It was a camp so it was meant to be like a summer camp and you’d get like s mores and. Like camping related foods and this year it was the future so we were in space so we came into the room and it was lit up in like purple light and it was all neon and like there was like this hex. No um, like ah like a room like a bliss twisted square.
03:49.92
José Rivolta
Oh some.
04:02.16
José Rivolta
Yeah, yeah.
04:06.37
Lidia Infante
In the middle of the stage that was lit up and they had like the walk through is always like okay and you’re going to walk in when the stage manager does this gesture if they do this gesture. Don’t walk on. You need to leave the the microphone here and the thing here and remember to have a moment with the. Host and you have to stand on this x to get the best light don’t stand beyond these xs so it’s like oh my god so overwhelming. Um muscan is very like very stressful because you can see that they’ve put so much work and effort in it. Um, and you really really really want to deliver a great talk and when you’re in like Moscow you you know you’re going to be sharing the stage with like aleina Solis or Lily Ray or miracle in amany crystal Carter and I shared the stage with aish aboli last year. Um, just they’re just amazing people big people and incredible content. So being. There is an honor and trying to keep up and deliver on my end of the deal which is like educate and entertain the attendees whoa.
05:20.47
José Rivolta
Not not not easy for all but also and I’m sure they are saying and being at the stage with leading Fundte. So that’s the yes yes I’m sure I’m sure that happens.
05:21.70
Lidia Infante
Yeah, very very nervefracking.
05:32.54
Lidia Infante
I Know there’s people who say that which is crazy for me.
05:39.96
José Rivolta
Um, but yes on on the other side. Ah as a as a mayor viewer. Let’s say the event is huge. The speakers are huge and I think I can’t imagine ah all the things that are like. Doing ah and creating and working in order to have everything set up perfectly and working and with new things year on year. So awesome awesome and um, yeah I think it’s a great event and having you you there. And speaking in there. It must be awesome I mean 2 years in a row. Awesome.
06:22.31
Lidia Infante
Yeah I was really really honored when I was invited back.
06:25.29
José Rivolta
No awesome and I’m sure lithium just as a kickstart one of the main things that I want to to speak with you is about women in tech. Okay, and the the question itself is what’s the current situation of women in tech or. Women in Seo as you as you want? Um, yeah, can you tell me, please.
06:53.41
Lidia Infante
Okay, um, and there’s a situation that’s explained by numbers that you can see it in the numbers For example I created a study on the gender gap in Seo publishing. Um, it’s quite niche. You know, um, it doesn’t tell the full story about women in Seo or women in tech. Because it speaks about what articles go live that are written by women in the seo industry. So it focuses on a set small set of publications initially um and then I analyze like who’s polished what’s their gender and um. They drive more like the women drive more traffic than men do their articles have more social engagement or like all this kind of stuff but this is only a product metric right? There is not. There isn’t a way to just. Tap into the minds of all seos and the whole industry and understand what women’s perception in the industry is like so I chose to go with and publishing because and publishing is an excellent way to build up your brand and also it’s a proxymetric of how prestigious you are. But us. But it’s got some bias in there. So for example, it is known that women are less likely to pitch. Um, there’s like a bunch of psychological women sociological factors that play a role in this but it’s been studied that women are less likely to um.
08:22.76
Lidia Infante
Present themselves and as experts or accept um a speaking role because they don’t see themselves as experts well men with less qualifications would view themselves as experts. Um, and also there’s like how likely are you are is your article to get accepted. There’s a lot of the um. World of building your brand has a lot to do with connections right? And there’s people who have been in the industry with each other for many years who have that more established connection. So it. It is a little bit harder to break in and as an outsider.
08:58.51
José Rivolta
Here.
09:01.62
Lidia Infante
Um, so I performed like this this little study and the numbers that I got is that um about 70% of all the articles that were published in 2022 were authored by men. Obviously we have very prolific men. We all know like Barry Schwartz
09:17.88
José Rivolta
Yeah.
09:20.76
Lidia Infante
Um I don’t know how to pronounce his name is it Roger Monti I think oh my god I feel so dumb now I don’t know how to say his name. Um, okay yeah, so um I remove them from the the data set to see if we were still having like a significantly increased.
09:25.39
José Rivolta
Um, ah thorough I think it is.
09:35.39
José Rivolta
Um.
09:39.99
Lidia Infante
Or mail biased numbers and the numbers basically didn’t change me very much I Also tried to do the ah metric on a publication by publication basis especially because you know it would be unfair to judge Search Engine Journal Um, essentially.
09:55.44
José Rivolta
Um, yeah.
09:57.27
Lidia Infante
When you take into account the amount of output by specific male authors. Um, so yeah, there’s there’s a lot of thought and data analysis that goes into this study. You can expect to see an update of this study next january I’m going to be making this a yearly thing. Um, what was interesting is that last year it was actually women were actually a little bit more published than men. So I looked at 2 things number of articles published and number of authors published this year we have more women but less articles published by women the last year
10:24.39
José Rivolta
Um, for the.
10:31.64
José Rivolta
Okay.
10:34.42
Lidia Infante
Um, last year we had less women but they were more prolific than the current cohort in 2022 so it’s been super interesting and I also noticed last year that women were more likely to drive traffic. In publications that favor women. So how do I explain this clearly one other red act. There’s like a big spreadsheet with like all tons of little numbers that I looked at. So for example, each publication and I measure the estimated organic traffic from samrash. Um.
10:55.19
José Rivolta
Um, yeah.
11:01.23
José Rivolta
Yeah.
11:11.20
Lidia Infante
Measure the estimated organic traffic of each article through Thumbrush and I took into account the gender of the author and the publication so publications that favored women like for example, moss or wigs the women in those publications drive more organic traffic than publications that disfaor women.
11:30.17
José Rivolta
And.
11:30.90
Lidia Infante
Like for example, a reps. Um this can have to do with a series of things right? Um, it can be that the editor that’s taking your pitches or assigning work to you um is more likely to assign a better piece to men.
11:46.91
José Rivolta
The.
11:49.70
Lidia Infante
Or might be um, more inclined to heavily edit you if you’re a woman a woman or demand a higher standard from the pieces If you’re a woman All of this is unconscious bias right? Like we are not nobody is here thinking? Oh you’re a woman thererefore you’re less smart. There is.
11:54.10
José Rivolta
Oh.
12:02.84
José Rivolta
Yeah, ah.
12:08.21
Lidia Infante
There are some pretty dumb people that unfortunately and have the right to tweet. Ah, and I’ve I’ve been tweeted at that like women are biologically less inclined to the seo and I don’t know exactly where in the human Genome The Seo Gene is but I’ve not seen it.
12:08.56
José Rivolta
To it. Is.
12:21.92
José Rivolta
Yeah, mean neither yeah probably.
12:27.45
Lidia Infante
Um, maybe maybe we just need to do more science. But yeah, it’s It’s an interesting.. It’s an interesting dynamic. We have a bit of an old guard that’s decided to take a bit of a step back from the public sphere. Um,, there’s some people that are holding on for your life to those speaking positions that they don’t really need anymore. Um, but there is an active active engagement in the community to surpass and and address these biases of like not only gender but Race um and bringing new voices because we’ve already heard.
12:58.83
José Rivolta
Ah.
13:04.91
Lidia Infante
Old guard like say all the things and and I know I’m I’m on all the podcasts and all the webinars and all the events. So we’ve we’ve heard me see say a lot of things like I probably should also make space for others and I’m trying to um, like recommend others for speaking slots that haven’t maybe spoken in the past.
13:21.16
José Rivolta
Yeah.
13:23.78
Lidia Infante
Or need maybe a little bit of a confident boot. But yeah, um, tons of things going on many organizations are doing an active effort to incorporate more women into their writing rosters. For example I know that Samresh is being actively involved in this.
13:35.10
José Rivolta
9
13:42.26
Lidia Infante
I know that moss is that Wix is um, events are trying to bring up new speakers. For example, the women in tech seo event. Um, the agenda is not public yet and I don’t actually have access to it. But there’s no repeat speakers this year on the agenda.
13:45.85
José Rivolta
And.
13:52.66
José Rivolta
Are here. Awesome.
13:59.55
Lidia Infante
Um, and Brighton Seo is also favoring first time speakers. So this this all comes to mean we are walking in the right direction even if we’re not there yet. But I do believe that we are going in the right direction.
14:15.20
José Rivolta
Us. Awesome! awesome and it’s really good to hear that because one of the other things that I was ah about to ask you is what do you think that this issue would look like will look like in in for example from here. 5 years from from now and are we at least going in either right? direction.
14:37.44
Lidia Infante
I think we are I think 5 years from now we are a lot more likely to see a more even split in speaker panels and in authorship of Seo material. Um, there is a lot of.
14:49.43
José Rivolta
Um.
14:53.55
Lidia Infante
Unconscious bias that can continue you underlying right? because we’re not going to just become a perfectly feminist industry in a patriarchal world. We’re still going to be influenced by the wider socioeconomic aspect of you know the world we live in a patriarchy. Yeah it it is what it is right? um.
14:58.17
José Rivolta
Okay.
15:05.78
José Rivolta
Um, yeah, there were.
15:13.35
Lidia Infante
And we are fighting changes but it’s not going to just get solved in Seo and we’re going to live in feminist paradise now. Unfortunately there is no Barry landing. Um, but I think the overt evident obvious metrics of um.
15:17.42
José Rivolta
The the idea were.
15:29.42
José Rivolta
Um.
15:32.31
Lidia Infante
Equality are going to be kind of sorted I’ve also noticed a trend of um events being a lot more explicit within their code of contact conduct guidelines and nobody used to want to speak about sexual assault or sexual abuse.
15:41.20
José Rivolta
Okay.
15:49.55
Lidia Infante
And which happens at Seo events all events. You know it’s not just our industry and so defining like addressing them and defining them exactly within the code of conduct guidelines can actually make women feel more protected. Um, and I’m seeing this trend that this is getting incorporated.
15:52.65
José Rivolta
Um, yeah.
16:09.80
Lidia Infante
And I do hope that it’s going to be a lot less acceptable for a male boss or or a boss to try to sleep with their employees right? That’s never going to be consent consensual or equitable. Um I hope.
16:20.43
José Rivolta
Um, absolutely.
16:28.86
Lidia Infante
That is a bit like controversial I guess but here we are if you’re a speaker you should not step off stage and then sleep with somebody because the power dynamics of that relationship are already like unbalanced. So well I’m obviously married husband over there but um.
16:41.85
José Rivolta
Um, just it. Yeah yeah.
16:48.31
Lidia Infante
As a speaker I would not just go and enjoy everybody going like oh my God I Love your talk and there’s an an admiration and a bit of a power imbalance and use that to actually get late. It’s kind of disgusting so I went do it and and I think we’re going to come to an understanding of what is and isn’t appropriate.
16:56.25
José Rivolta
Ah.
17:01.26
José Rivolta
Ah.
17:07.80
Lidia Infante
Not appropriate to ask an employee or another professional to sit in your lab. It’s not appropriate to touch their hair. It’s not appropriate to make a comment about their physical appearance. It’s not appropriate to make advances on your coworkers or anyone who could be otherwise.
17:12.30
José Rivolta
In.
17:26.80
Lidia Infante
Um, what is the word. What’s the word in english I have forgotten um, coerced anyone that could have been and that could feel all the white scores in that environment and I really think in 5 years we’re going to be a lot more aware.
17:32.19
José Rivolta
Okay.
17:43.44
José Rivolta
Okay, okay I’m glad I think I think um the same like like you said, but yeah, let let’s do everything everything as as possible to to go towards that goal. Um, and.
17:44.32
Lidia Infante
Of not doing this.
18:00.87
José Rivolta
And very actionable here. My my question is what can we do all as ah as as an industry to to get better at this ideally for example and I remember your your article your publishing article. Ah, for example, widening the pool or for example, make your pitching process transparent and I was wondering what would look like a more transparent pitching process to you.
18:33.98
Lidia Infante
Ah, it’s very interesting. So um, after being at the bottom of the list for a couple of years arev kind of took the um like read the memo got the memo and made a little bit of a change to their pitching process. So now all of their writers are paid and you just pitch.
18:35.15
José Rivolta
Um.
18:51.55
Lidia Infante
Through a Google form that anonymizes like your page. So the editor that’s choosing your content doesn’t get to see the gender of the person is publishing it right and we are likely still going to see a tras at the bottom of the list next here.
18:52.40
José Rivolta
Oh.
19:01.20
José Rivolta
Okay.
19:08.90
Lidia Infante
Because they have a predominantly male leading team right? and obviously your internal team is creating content instead of having to pay external authors that you don’t really know or aren’t sure about.
19:12.69
José Rivolta
Okay.
19:24.29
Lidia Infante
But I love the idea of a transparent pitching process going in that direction I think Also um, if you have a pool of writers that you work with and you’re worried about Gender Bias maybe open the list of pieces that you want to work on so that everybody can see it.
19:32.30
José Rivolta
Are.
19:43.83
Lidia Infante
Instead of just distributing it yourself. You can still actively distribute but just the effect of of being seen might have you check your own vicees. Um I think that’s what that would look like um but I’m actually quite happy that age rose.
19:44.70
José Rivolta
Okay, at least with this reality.
20:02.10
Lidia Infante
Make that change to the pitching process. Um, there’s also like if you wanted to get published on the samrush blog or the mos blog. How would you go about it right? You don’t really know, um you probably know somebody at mos or somebody at samresh or reach out on Twitter to somebody.
20:14.45
José Rivolta
Yeah, yeah.
20:20.37
Lidia Infante
But that requires like a little bit of connections that as I was saying earlier might be pre-established in one way or another by how long you’ve been in the industry. What friends you have in the industry. Um, so yet, that’s that’s how I would do it.
20:33.49
José Rivolta
Awesome! Awesome! Well um for those for those,, let’s say those few that don’t know women women in touch. Let’s say groups or or pages or or etc. Um, where do you say that. They could follow or read more about this.
20:50.39
Lidia Infante
So I would definitely follow the women in Techacseotwitter account if you’re a woman in seo join the community because you’re going to make a lot of friends and get a lot of support out of it. Definitely subscribe to the women in techaco newsletter because that’s going to deliver the best. 10 ish pieces of content written by women in that month I used to have a Twitter thread that went out every Thursday with women in Seo content. But I have stopped doing that I just can’t deal with all of my tasks at once I will bring it back eventually in some form or another. Might be a newsletter I just think I don’t want to be another marketer that launches another newsletter but that might be I might be me.
21:30.98
José Rivolta
Um, awesome.
21:34.26
José Rivolta
Yeah, yeah, good. Go ahead, go ahead. It’s great content I remember those threats I used to read lots of them.
21:46.90
Lidia Infante
Yeah, and um I feel like those threads got me learning about women in Seo as well, right? because every Thursday I knew that I had to pull out these threads and through my week I would stumble upon different pieces of content and I would like pick up pick up the content put it in like a node. On my phone and me like okay get is going out this week and then on the Thursday I would dive into all of the publications that you see in my gender gap in Seo publishing study I would go check out what Wix has published what mo has published on crawl. Um.
22:20.89
José Rivolta
Um I see em rush.
22:21.36
Lidia Infante
Wimos oncro Sam Brushsh Arebs Search Engine Journal um search search engine land and some other one that I might be regarding but end I would just go in there read them and actually read everything written by women that week
22:37.69
José Rivolta
Oh that’s that’s a lot of learning at a time.
22:40.62
Lidia Infante
Right? But there was so much there really was so much to read every week and and when I made threads of like the fourteenth best pieces of content. It’s not because women have written 14 It’s because I couldn’t choose.
22:56.32
José Rivolta
Um, yeah.
23:00.26
Lidia Infante
Less than 14 that were amazing right? So there’s so much and they’re so smart and communicative and amazing. Um, they’re making amazing content and if you’re not reading women in Seo you’re missing out. You’re missing out on knowledge. So.
23:14.70
José Rivolta
Yeah, absolutely absolutely. Um, there’s a lot of content and I happen to see what you’re saying you you try to Prune content and say okay I need to decide and you can’t so so it happens it happens. Awesome! awesome.
23:30.66
Lidia Infante
Yeah, so.
23:32.68
José Rivolta
Well, um, then later on in the notes for this episode I’m going to put every link every comment every a tutor handle Sorry X handle that you mentioned and and everything will be will be there. Okay.
23:50.28
Lidia Infante
Awesome I hate that Twitter is now x I just hate elon masks so much.
23:51.25
José Rivolta
Um, yeah I I keep telling it or or at least calling it Twitter that’s it was a simple joke Twitter for forever. Um.
24:05.32
Lidia Infante
Yes, when they do the domain migration you might start calling it x but for now it’s Twitter yes.
24:09.13
José Rivolta
Exactly exactly It’s always opening tutor and the level tutor and and everything um, but yeah, heavy heavy tutor user here livia i. This is a great topic and I think we can keep talking about for for for a long time but I wanted to yeah forever but I wanted to jump to enterprise seo um, and I know you’ve been both in the agency’s height winning riside 7.
24:31.43
Lidia Infante
Forever.
24:42.95
José Rivolta
And also probably other agencies or or other workplaces but also in the let’s say in-house part side which is ah commerce which is san so my first question is ah how do you get buy in. Okay, and this is one of the things that I’ve been already asking different people both in inhouses and and and in the agency side. So how do you get buy-in when you get when you try to propose an idea a project or something to different stakeholders and as a quick note. If you want to perhaps make those side notes on okay in the agency side a and and an in-house b for example.
25:31.45
Lidia Infante
Yes, so I wouldn’t divide how to get buy in between agency site or um, in-house site because you’ve asked this question to other people I think I.
25:39.95
José Rivolta
A.
25:49.23
Lidia Infante
I’m gonna I’m gonna speak about what what I think I have to say that’s unique instead of make a business case measure your ah roi. You know like let’s talk about what’s unique. We’re making decisions. We think that they are rational but they are mostly emotional. Okay, it’s human nature. All of us are.
25:52.66
José Rivolta
Ah, absolutely.
25:55.90
José Rivolta
Yeah, yeah, yeah.
26:07.84
Lidia Infante
Essentially making emotional decisions all of the time. So what I recommend is that you embrace that right? Um, you might have a perfect business case. You might have the best budget justification but you might not know that your manager. And trust you or you might not know that your manager has had a negative experience with link building in the past and they don’t want to go in that direction so you need to understand the people that you’re dealing with and more deeply what I like to do because you can’t just. Their therapist for 8 years and then do the project I like to streamline this using archetypes so there’s this book called surrounded by idiots that divides people into 4 types of people. They’re like the blues the greens, the yellows and the reds.
26:54.49
José Rivolta
Okay.
27:03.34
José Rivolta
Um, okay, are.
27:05.38
Lidia Infante
Okay, picture picture a square and you divide it in in 4 So now you’ve got like 4 squares. One of the axises that divide this square vertically would be um, task oriented or people oriented right.
27:23.90
José Rivolta
Um, yeah.
27:24.70
Lidia Infante
So in order to make that division ask yourself. Um, you have two ways of getting a project finished. Um, one way where it gets to the deadline and one way where everybody is happy right? So you can either meet your deadline.
27:42.32
José Rivolta
Um, okay.
27:44.57
Lidia Infante
And some people in your team are kind of being pissed off or you can have everybody be very happy and nice. Um and not meet the deadline. So what would you choose.
27:48.31
José Rivolta
Okay, so you’re asking me off I am and I think no grace in here right? Ah I think for everything to work.
28:03.50
Lidia Infante
So.
28:07.31
José Rivolta
Properly in the long time you need that lines. But also you need people. No I’m going with people. Let’s say happy people.
28:15.66
Lidia Infante
So okay, all right? So we’re going to put you into you can either via Yellow or you can be a green. Okay, um I choose the deadline for and why I choose the deadline and now horizontally.
28:20.90
José Rivolta
Okay, okay, okay.
28:32.90
Lidia Infante
We’re going to divide the um, the space into 2 So how much data do you need to make a decision like would you be confident making a decision only knowing 17% of what you could know.
28:51.90
José Rivolta
Now little.
28:52.69
Lidia Infante
Or do you want to know more in another another way to think about this sorry you’re getting a new computer or a new electronic thingy. Do you read the instructions manual before you try to turn it on or do you turn your own first. All right? So you would via yellow.
29:02.51
José Rivolta
Um, now now that directly turn it on. Ah okay.
29:12.54
Lidia Infante
Right? This is the typical um profile of for example ceos. These people are attracted to like bright noble ideas. Ah so if I was to sell you a project I would probably talk to you about how innovative this project is and how creative it is.
29:16.14
José Rivolta
Um, of it.
29:32.28
Lidia Infante
And how much you wouldn’t have to be involved in it and look all of our stakeholders are going to be so happy you’re Goingnna make so many people happy because I and that’s how I would convince you.
29:40.96
José Rivolta
Oh big This is huge meaning I’ve never I’ve never heard of ah that book and and that theory let’s say and it’s awesome. So awesome. Awesome! and.
29:56.63
Lidia Infante
So this is called a disc profile and many companies just like test their employees on the disc profile um disc or D sell and people like call it different ways. Um I recommend you read the book I Recommend everybody read the book and classify your stakeholders using this um idea.
30:09.67
José Rivolta
Um, yeah.
30:14.61
Lidia Infante
Have better ideas on how to classify them. But I like asking these 2 questions. Um, and yeah, use these psychological archetype of your stakeholders to figure out how to best convince them. So.
30:26.85
José Rivolta
This is great and also just thinking of lot of things but but I’m thinking of a few people and I’m trying to think of Okay, what would they do and what would be the the approach that I take in in order to let’s say get buying from them. So Awesome! Awesome, Really really like it.
30:47.54
Lidia Infante
Yeah, so I recommend everybody like at home just consider would your boss prefer that you meet the deadline or that your stakeholders are happy. Would your boss read the instruction manual first or turn on the appliance first. And.
30:56.84
José Rivolta
Ah.
31:01.62
José Rivolta
Come out again.
31:05.55
Lidia Infante
Out of that you’ll figure out where your boss fits in into the disc profile and you can start making more persuasive presentations based on what actually excites them from an emotional side.
31:14.24
José Rivolta
Ah, was awesome. Awesome, Really really insightful. Yeah, definitely will will we read it? Um, okay, definitely ah for sure I wasn’t expecting this meaning I was perhaps expecting.
31:28.94
Lidia Infante
So sufficient commercial.
31:32.30
José Rivolta
Yeah I don’t know start by the small project and then they then get then get the big one or something like that. But not this about about colors. So awesome. That’s a very unique way of of yeah answering.
31:48.43
Lidia Infante
I Mean everybody else can come in and tell you about business cases and incremental gains. But ah I think this is one of the aspects and where my psychology background chies. Um in my work and it’s being like extremely people orientented which is strange because within the profile.
31:53.63
José Rivolta
Um, yeah.
31:58.82
José Rivolta
Definitely definitely.
32:06.20
Lidia Infante
I am on the less people oriented side of things I’m like 1 of the most task oriented profiles.
32:09.26
José Rivolta
Thanks that it’s curious. It’s curious. Um, awesome. Awesome! Um, and yeah, then perhaps keeping up with with the the original idea of making a a slight comparison or at least trying to think of. Both sides in agency and in-house My questions are about my questions are about your learnings. So what? What would be the the most important lessons from for you For example, working in an agency.
32:35.85
Lidia Infante
Yes, yes.
32:47.84
Lidia Infante
What I learned the most in agency was how to streamline and optimize my processes right? because um, the agency the economics of agency work Are You’re essentially selling time. The only way to scale is to get in more people so you have more time to sell at a markup once you understand that you can scale either by selling more time or by actually getting more efficient with your time. In a way that you can do more and sell more on a project basis. Um, so if you consider that that would be what helps an agency scale and succeed it is obvious that you need to focus on creating repeatable processes that are.
33:22.40
José Rivolta
Is it.
33:39.20
Lidia Infante
Easy to teach to your team resources that your team can constantly reuse and you can apply with some level of personalization to all of your clients and I think what distinguishes a premium agency from a more. Budget agency is the level of personalization that you’re going to offer on your repeatable processes because every agency is is giving you repeatable processes and templates like to be clear. Everybody has a template and they go through the same with every client it depends How much time they’re going to dedicate.
34:03.85
José Rivolta
Yeah.
34:14.54
Lidia Infante
So understanding the uniqueness of you and your business and personalizing the output of their templates So streamlining those processes and creating effective templates is very important when your agency side also training being good at training new people that are coming in to. Execute at the level that you want on those processes that you’ve created is super super essential. Um, so I would say yeah when you’re and that’s the biggest difference for me right? So when your agency side and you have to respond to the needs of your business and your business is the agency. You work on repeatability and processes and then the responsibility of selling these bigger processes is more on your on the advocate that you have on the client side now a more premium agency is gonna partner with. This advocate with you. Um, and help you sell internally these projects a less premium agency is going to be a lot more hands off give you the deliverable and wash their hands of it. Um, when you’re in-house the your business the business that you’re responding to.
35:23.74
José Rivolta
Um, yeah.
35:30.63
Lidia Infante
Is the in client right? So you are you cannot wash your hands of anything you have a lot more ownership. You also have a lot more time because you’re a lot less disposable. You’re a lot less swaable. They’re not goingnna fire you because you didn’t deliver results in three months
35:33.80
José Rivolta
Um, okay.
35:48.65
José Rivolta
Um, yeah, yeah.
35:50.23
Lidia Infante
Right? And if I anything they do like fuck them.. It’s probably legal in most countries Anyway, Um, So yeah, you have a lot more time to personalize you don’t need to focus on repeatability and processes. Um, you go on to the extremely tailored end of things. Um, you need to invest a lot more in building relationships internally because that investment is going to pay off for a lot longer if pay building relationships with your clients theme when you’re an agency helps you sell um but the a roi of those relationships is not going to be a 10 year.
36:19.83
José Rivolta
Yeah.
36:28.41
Lidia Infante
working relationship right or a 5 year working relationship I think the average time the clients stay with an agency is somewhere between 12 to 18 months I saw and a stat like this in the Uk um, obviously the investment pays up a lot less so invest more in relationships tailor moreore when you’re in-house.
36:29.80
José Rivolta
Ah.
36:36.99
José Rivolta
Okay.
36:47.54
Lidia Infante
When you’re not In-house Repeatability and also if your agency side and you have like big Ambitions learn spend all of this time just learning learning learning learning about all of the businesses and verticals that you’re working with because it’s freaking beautiful and.
37:04.94
José Rivolta
Um, it is.
37:05.69
Lidia Infante
You’re going to be able to test your strategies across different verticals I Love each of the society I think it’s a great way to grow your career.
37:14.65
José Rivolta
It is It is um as a personal comment here I think what agencies gives you its exercise and speed because for example at the morning you are I don’t know talking with a. A rental car company then at the in the evening you are talking about I don’t know hotels then a foot then electronics so you have like a huge variety of things and you start learning things that. In a way you kind of apply in in other industries and you get Creative. So It’s ah it’s pretty good in in that way.
37:57.40
Lidia Infante
I absolutely agree I really like the agency life for that I have a lot of love for the only agency opinion. It’s rising 7 I was there for quite a bit and I have a lot of love for that experience.
38:03.33
José Rivolta
Awesome! Awesome! And once again, quick comment raside 7 is a massive agency meaning they are doing everything in a like in the best way. They they they excel at everything they’re opening up offices in in in in the us recently. So they are doing great red things. Um a quick question to to Rob up the idea thinking only on the agency side. Okay. Do you I don’t know if the the word is prefer but let’s keep in keep it on on that. Do you prefer more like premium and let’s say more tailored solutions for for for clients or more like um, a very strict budgeted. Um, agency in which it’s okay, we are giving you Abc this checklist probably cheaper and so on what do you prefer.
39:09.80
Lidia Infante
I I think I would really enjoy creating the workflows and processes for more budget agency. But when it comes to actually executing I would probably enjoy the premium. But if I could only choose 1
39:16.58
José Rivolta
Okay.
39:26.75
Lidia Infante
I would spend 1 year in a budget agency setting up all of their search strategy processes.
39:30.25
José Rivolta
Oh okay, so if anyone’s looking for Helpb then they are going to know that you are you are interested in that. Awesome! Awesome! Wasn’t expecting that a that answer either I was perhaps thinking of more like a. Offering that the the premium solution because you know a lot and and and I think there’s a lot of value there. But yeah, it’s.
39:58.28
Lidia Infante
I Mean as ah as a professional I think the thing that would help me grow the most is having to scale processes right? I find it more interesting a challenge as a grove challenge for myself. Um.
40:03.85
José Rivolta
And.
40:15.14
Lidia Infante
Because I know I can offer premiums like that’s just my job. You know like that would be just work I am in the house I I already do the premium Mega taililored thing. Um I’ve been in house most of my career. So I’ve done the Premium Mega tailor thing and you and I was.
40:22.90
José Rivolta
Yeah, yeah.
40:31.74
Lidia Infante
Agency side I started doing some of the standardization of processes and if you look at the type of talks that I give I Love creating standardization Templates I Love creating checklists. Um I think it’s an excellent way to share Knowledge. And yeah, as as a personal professional challenge I find that. Fun.
40:50.63
José Rivolta
Awesome! Awesome It’s really really good clear. Yeah, um, awesome then I just wanted to to ask like like a final question here which is I happen to relate speaking at events. Okay that it. Helps it helps the Seo industry because knowledge everyone gets more knowledge and the industry gets more mature meaning more data more more examples more more faces. Um, what they think about it and. And and also as ah as a secondary question is and is that one of the reasons why you speak at it at an event. Um, yeah.
41:34.59
Lidia Infante
Yes, absolutely and I feel super passionately about this one of my favorite things about the Seo industry is the fact that we’re building it together and it requires a certain level of altruism to do it right? So we. We could keep the knowledge to ourselves like we could make like stick with little groups where we share the knowledge with each other. Um, but that takes us nowhere right? like those little secret knowledge groups are going to be much more close of and they’re not as enriching as just openly sharing your knowledge. If I share my templates I don’t usually hold anything back I don’t make them more before sharing them in public I want to put them out in public and if you have a way to improve them show me and and then I’ll improve myself like we will improve each other constantly all the time. The fact that there are some people that are making excellent and.
42:17.65
José Rivolta
Son.
42:26.60
Lidia Infante
Beta Resources and data let research Well I wouldn’t I wouldn’t I’m not in data sciences I wouldn’t be able to do this on my own so because it’s collaborative is one of my favorite things I Love going to events and learning about things that I didn’t know even if I don’t plan on directly applying them. They just make this little.
42:31.41
José Rivolta
And.
42:45.48
Lidia Infante
Internal latent knowledge that might surface later on when I’m facing a new challenge. So I find it super fun and just um I remember my first time ever speaking in person in a stage was at Brighton Seo a few years ago and I was terrible.
43:00.33
José Rivolta
Ah.
43:03.99
Lidia Infante
Fight. Um I was so nervous because I was wondering am I going to sound smart um, are people going to be able to understand my accent. Um.
43:15.86
Lidia Infante
I was I was really really scared and then I remembered my first time at Brighton Seo it was my first ever conference Seo conference. Um the joy the excitement. How hungry I was to learn from everybody how I would look to these experts on stage and and just drink from their knowledge. How excited like I was excited for months leading up to write and Seo I was looking at the schedule I had downloaded the app I knew everybody like who was going I had followed all the speakers on Twitter and Linkedin so I thought of myself. So excited so happy to be there and I thought what is like if that version of me wasn’t in the audience. What could I give her right and how do I give the audience that are sitting here today who are excited.
44:05.16
José Rivolta
Okay.
44:12.75
Lidia Infante
Or happy who are looking for my knowledge. How do I give them that so it stops being about me about whether my accent is easy to understand stops being about whether or not I look smart. It starts being about what I give the audience are they learning are they having fun. Um, where are all of their hopes and dreams of coming to bright on Seo coming through. Are they going to be better professionals after this can I help them impress their bosses that is what matters to me when I am on stage.
44:45.95
José Rivolta
It’s beautiful. How you’re saying it meaning. It’s not about you anymore. It’s about the value you offer let’s say without any price without any intent to others. It’s it’s beautiful and I can now. That we’re speaking I I’m seeing that the the joy and excitement excitement. Ah, it’s really beautiful and I think this is one of the reasons why you are such a a great speaker meaning if you. If you didn’t care that much. Okay, yeah, I’m going to speak on an event. Yeah 25 slides. Ah yeah, I’m going to talk about Abc that’s it. You’re not going to ah be be really there. So beautiful for real for real.
45:37.00
Lidia Infante
Yeah I Also think I don’t know if you if you are there just be yourself because I don’t want to be Cliche and be like oh nobody else can be you but like.
45:39.24
José Rivolta
Um.
45:50.11
Lidia Infante
What What do you want? Why are you going to do? are you going to put on ah a suit and look like someone you’re not and speak old professional and try to project an image that’s boring. Everybody else is doing that you probably have something more interesting to say you probably have a tone of voice and a way of saying things and an expressivity.
45:59.70
José Rivolta
There.
46:09.61
Lidia Infante
That others aren’t going to have so just go and actually be yourself and then if you if you make yourself known on stage. You’re also going to make more genuine connections off stage if people know that you are approachable like you’re just the person you’re not like an su celebrity.
46:17.99
José Rivolta
Um, europe yeah absolutely I um, it’s funny I saw your ah presentation in in your last moscon. Ah. Event in in the last Moscow event and I saw for example, the the different memes and I laugh out loud for the images of very very shorts where he started and now it was great and I have a ah.
46:51.52
Lidia Infante
He looks so young, but.
46:55.80
José Rivolta
Yeah, he does he does. But also I was trying to imagine the the scenario meaning everyone in there happens happens to know Barry so I was thinking thinking. Okay perhaps probably everyone was laughing at that moment when you you showed the the images. That’s awesome. And yeah, that’s a way of being unique meaning meansmes in the presentation for a few thousand people. So it’s ah it’s awesome as it.
47:24.46
Lidia Infante
Yeah I think it’s easier to educate if you’re also entertaining so some people know this many people know it’s like tweet tweet about this but my husband bought me ah how many standup comedy course last Christmas and so i.
47:38.75
José Rivolta
Um.
47:41.12
Lidia Infante
Went on a two month course learning how to do standup comedy and I learned this because I wanted to be funnier because if I’m funnier I’m a more effective educator right? Um and I actually did um a standup standup comedy session on stage.
47:44.77
José Rivolta
Um, yeah.
47:50.99
José Rivolta
Okay, okay, and how yeah and how did it go did.
48:01.74
Lidia Infante
It went really well. Some people loved um I have heard that if the audience was a little less male dominated. They would have laughed more it was it was um, it was a comedy session about my romantic life. Well, it was a comedy session. It was ah ah a comedy.
48:15.40
José Rivolta
Um, oh.
48:21.50
Lidia Infante
Show about my sex life before my husband existed. So yeah I feel like it was relatable to many women probably the men didn’t injurate as much.
48:22.69
José Rivolta
Um, ah okay.
48:31.15
José Rivolta
So so did it stand up talking about your sex life right.
48:39.20
Lidia Infante
Yes, it’s on Youtube by the way if you want to link it in the notes or maybe not. Ah.
48:43.70
José Rivolta
The the question is do you want if you want if you ought we can link it but I know people are going to to have a a great time in there. But you tell me, ah awesome. Yeah, good.
48:54.21
Lidia Infante
And you can link it if you want accelerating public.
48:59.32
José Rivolta
Definitely awesome. Awesome! We’ll we’ll do it Well I’m I’m going to do to refer that it will be there. Awesome Um, awesome and and let’s say wrapping up the idea of speaking at at events. What would be the the piece of advice that you would give.
49:06.81
Lidia Infante
Awesome.
49:18.92
José Rivolta
To someone starting starting in that path.
49:26.52
Lidia Infante
So I would say if you’re in Europe or in the Uk pitch to Brighton Seo right now pause the podcast go on their website or on their socialists usually on their social somewhere. Maybe we’ll put it on the show notes I don’t know. Um.
49:38.31
José Rivolta
Yeah, yeah, definitely.
49:42.67
Lidia Infante
Pitch an idea. Okay, you might think I have nothing new to say I think I have nothing new to say all the time and I go on stage and think this is very basic I’m sounding stupid but um, turns out, you’ve probably faced a challenge recently that somebody would like to hear about.
49:46.80
José Rivolta
Oh.
50:00.84
Lidia Infante
Um, you probably have a way of solving a problem a way of doing keyword research a way of analyzing content performance that somebody would love to hear about. Um, even if it sounds basic to you remember when you were new in the industry and you went to your first conference. Um. That would not have seemed basic to you back then so turn a problem that you’ve solved recently or a methodology you’ve created recently into a talk pitch it to either Brighton Seo or your local small um community if that makes you feel more comfortable.
50:35.57
José Rivolta
Is it.
50:38.35
Lidia Infante
And just give it a try if that’s something that you want to do that’s it being ah a speaker in the industry doesn’t actually measure how good an Seo you are. It is good for your career. It’s because for your brand. Um, and you can leverage it, especially your agency side. Um. A lot of agencies get sales from people being able to speak at events. So you’re going to be able to grow your career faster. Um, but if you are not an extrovert or you’re not a person that enjoys public speaking it is not necessarily better than writing a blog post or sharing your knowledge in other ways. And it’s still not a measure of how good an Seo you are. But if you’re an amazing seo. We want to hear from you so start writing start speaking share your knowledge and.
51:22.20
José Rivolta
Awesome! Awesome new new faces. New people. Awesome! Awesome! Um, great. Great. Thanks for. Thanks for that Lidia um, and for the last the the last topic that I want to to talk with you is about.
51:24.10
Lidia Infante
Yes, yes.
51:38.46
José Rivolta
Ah, Headless cms and once again I know you are an expert So want to tell me a little bit about it about the idea the concept.
51:50.00
Lidia Infante
Yeah, sure so most most people listening to this are familiar with wordpress right? Um, forpress is what’s known as a traditional cms or a monolithic cms. Um, how that works is.
51:56.29
José Rivolta
That’s it.
52:05.85
Lidia Infante
You’ve got imagine imagine a little robot. Okay imagine imagine a robot and the legs would be kind of like the database your content standing on the database your content stored there then you’ve got the admin layer right? So your the admin layer is the.
52:08.34
José Rivolta
Um, is it. Okay.
52:25.52
Lidia Infante
Panel when you’re going on wordpress to edit a post or a page um is how you interact with your content and prepare it for presentation and and then you’ve got the presentation which has typically been a website right? That’s your presentation layer I have less cms is the same robot but without a head. Not because we don’t want a presentation layer but because we want many Presentations presentation layers you’ve worked on the content so hard and it should be able to go on the channel onto any surface without you having to maintain several databases of the same content. Think a lot of people will relate when I say like don’t you hate it when you update the price of a product and you have to go and update it on your blog post on the app on your ecommerce surface imagine if you could insert the price as a variable even in your long form content. You only have to update it once you don’t need to remember to update your content on every service. The surfaces are pulling from a centralized source of truth that’s kind of the value reposition of Headless Cms’s right instead of having your content tied.
53:31.19
José Rivolta
Okay.
53:41.19
Lidia Infante
Presentation Layer. We free up the content to be able to be delivered to any presentation layer like I don’t know there was this lady who this was a meme on take took a while back. Um her mom took her phone because she was misbehaving or something and she learned to make her fridge. Sweet. So imagine if this lady wanted to access your content on her fridge with a headless ems. She probably could You could probably prepare your content to be displays displayed on the screens of a smart fridge.
54:13.11
José Rivolta
Ah, yeah I remember I saw it I saw it she was tuning like in in a huge screen. Yeah.
54:16.66
Lidia Infante
That was so funny I swear and teenagers are so clever and creative. So.
54:23.46
José Rivolta
You know you know why because they are lazy. They are trying to find the ways of doing a something and they get to the to the to to the go. Awesome.
54:36.40
Lidia Infante
Yeah, no I really I’m mega lazy so like 10 or 10 to these teenagers good for them.
54:43.24
José Rivolta
Yeah, yeah, absolutely there’s a there’s a quote from Leo Bitoli he’s a a bal speaker. Ah a writer and many other things here in Argentina and he says ah the the future. The future is for the laces. Ah, so yeah, that’s that that’s the idea that’s the idea. Yeah, definitely? um and okay that that’s a clear way of understanding. What is a haras ems next step is what are which are the.
55:03.60
Lidia Infante
10 and 10
55:20.10
José Rivolta
The main benefits. Let’s say of a sms and you mentioned several of them for example, having everything in a let’s say centralized because you or perhaps being able to integrate many things so which are those benefits.
55:39.69
Lidia Infante
Yeah I would say the centralization is a main benefit for me. Um, there’s even though we see some websites happening.
55:53.43
Lidia Infante
How do I explain this. There’s websites that happen been from the same source of truth even though there are different websites right? So like a shoe store that’s a budget shoe store and a premium shoes store could be owned by the same content company and connected to the same inventory system.
55:57.90
José Rivolta
Okay.
56:05.79
José Rivolta
Is it.
56:12.52
Lidia Infante
And Cms and just present with different rent values brand design. It could have different shipping conditions or a different loyalty program. Um, because again, we’re not really making rational decisions. We’re making emotional decisions.
56:15.54
José Rivolta
Letter.
56:24.28
José Rivolta
On.
56:30.59
Lidia Infante
So purchasing decisions are usually have a lot more to do with and ego and statues than they do with like a rational thought of pros and Cons list will usually write in pros and cons list when we want to justify the emotional decision that we’re making right.
56:37.68
José Rivolta
Um, yeah.
56:44.37
José Rivolta
Um, yeah.
56:47.95
Lidia Infante
So yeah, there, there’s a lot of like multi-tenant databases that go displayed into multiple surfaces. Um, so you could do that if you had a multi-brand approach. If you are doing internationalization. It works quite similarly. You can have ah your core content in a central source of truth and have it all automatically updated, um, either inserting variables or by plugging in to a translation management system through an Api.
57:06.59
José Rivolta
That.
57:21.86
Lidia Infante
Um, and then establishing rules as to what happens when you change the source content What happens to the translated content. Um, you can connect more than one system. So for example, my husband and I were working on ah on a homemade app. Um, you heard about a bit because I explained it at Moscon but it’s an app to.
57:32.97
José Rivolta
Um, right? okay.
57:41.52
Lidia Infante
Build ourselves. Um grocery list because we don’t want to have to invent a database for recipes or for ingredients you can just plug the database onto your cms just import the data in or instead of importing it. You can connect it so that it stays up to date.
57:51.18
José Rivolta
Ah.
58:01.19
Lidia Infante
With whatever sort of truth. You’re deciding imagine doing that with a logistics business or an e-commerce business with a very volatile stock right? Just connecting systems together is it’s actually what wordpress was initially trying to do with pluggings. Um.
58:18.90
José Rivolta
Um, listen.
58:20.90
Lidia Infante
Limitation of the monolithic cms is kind of like patched with pluggings. But it’s not a solution. It’s not a feature. It’s just a patch and while composability becomes a feature in um Api based.
58:26.59
José Rivolta
Yeah.
58:39.52
Lidia Infante
Cms is.
58:41.48
José Rivolta
Okay, okay, very very very clear. Ah, once again, thanks for for the explanation. Um, and here my question a little bit more actionable is as a business so owner Manager or. Whatever the the title is when do you start realizing that your cms is staying stating a small for example and and that you need a a more a I don’t know if complex but more.
59:09.71
Lidia Infante
Yes.
59:16.69
José Rivolta
Solida Um robust um solution like fellas mess.
59:21.28
Lidia Infante
As a business owner. It’s going to be when you try to do something or your team tries to do something and you start hearing? Oh we can’t do it because the cms won’t let us. Oh we can’t do this because there’s an issue with the cms. Oh yeah, the translation is broken because there was a problem with the Cms That’s how as a business owner you’re going to start perceiving that and you might notice. For example, if instead of a business owner your cmo that your content velocity diminishes. So your your content managers are either finding that they start to need. Development resources to publish things or that um some layers of complexity have appeared as you have grown that slow your content marketers down. Um, then you can notice it because of the reduced content velocity as a technology leader. Ah, for example, if you’re a cto or an engineering manager. You might notice that your development team gets frustrated because a lot of their time gets pulled towards helping the content team with stuff a lot of their time gets pulled towards solving Seo tickets that they don’t think are valuable and. Or they start quitting because you make them work on wordpress and they have to code in ph b and they don’t want to code in ph b they want to be using a modern framework and I I actually spoke with a client and who saw a positive ah roi in moving from ah and this is a very extreme example of course, but he’s so a positive.
01:00:56.59
José Rivolta
Um, yeah.
01:00:58.78
Lidia Infante
She saw a positive a roi in moving from um Monolithic cms to um Headless cms because the headless cms meant more developer talent retention. That’s crazy if you think about it.
01:01:01.60
José Rivolta
Listen.
01:01:11.66
José Rivolta
Um, yeah, it is.
01:01:15.36
Lidia Infante
Just from the money that she was saving by not having to pay a recruiter to replace her development team every two years right? or by the money saved in the efficiency of already having a senior team that knows their specific systems crazy.
01:01:23.60
José Rivolta
Um, yeah.
01:01:31.84
José Rivolta
Yeah, it is It is um and a great hint because perhaps sometimes or someday you can highlight this ah as a potential use case in. Okay, it’s not only the ah roi that you’re going to get because of X Y and set. But. Because of this. So yeah, exactly exactly which is a a common problem. Awesome! Awesome! Um, yeah, but but very useful I think we we shouldn’t go that deep.
01:01:49.94
Lidia Infante
Yeah, because engineers are going to stop quitting.
01:02:08.53
José Rivolta
Into heloims. But it’s a very very robust solution and I think I think scalability It’s one of the most important things here because it it allows you to to scale things when when the technology is like slow in.
01:02:24.78
Lidia Infante
Yeah.
01:02:28.75
José Rivolta
Slowing you right.
01:02:29.60
Lidia Infante
I think if you envision because headless is not always going to be the right one for you if you have a little shop in a town and you just want web presence by all means like go on wordpress with shopify or can you do that or go on shopify right? and have your. Little store and enjoy your little storeer. It’s going to be amazing. Ah, but if you envision your business meeting. Um more composability in the future like if you envision plugging in a database if you envision plugging in an yeah Erp. Software a shipping software and an e-commerce software and it might be more expensive for you to set it up right now. But you’re going to save a ton of money not having to migrate in a little bit of like in a couple of years so the scalability is there. Um.
01:03:18.65
José Rivolta
Um, yeah, yeah.
01:03:26.69
Lidia Infante
Might also be able to scale without a headless solution because I don’t focus so much on traditional solutions I’m having a hard time thinking of about. But if you are publishing or planning on going international or planning on interconnectedness. Yeah, you probably prefer a headless solution.
01:03:36.45
José Rivolta
The.
01:03:41.77
José Rivolta
Awesome! Awesome! Yeah I say I say funny thing recently I I saw a website that they are working with they are shipping internationally they have and yeah, the d two c products. And for the us they are selling in us dollars for Canada They are selling in a canadian debt dollar and for the rest of the world in euros so they have like 3 3 subdomains sorry two subdomains and the main website which are canada dot the domain. International the domain and the one of the us and they have the very exact exact website with all the blog posts and and everything a 3 times everything but no it roughling tags. No internationalization. No. Anything they’re like 3 websites exact websites and they only change the the the amount of the price and it’s funny and they have like a few soft and products they they are um then I’m going to tell you.
01:04:49.43
Lidia Infante
Yeah, so.
01:04:57.69
José Rivolta
They are like a a pretty well-known brand so they should definitely need something like like this a less mess. Yeah yeah, strange things happening in there when when you start.
01:05:05.78
Lidia Infante
Wow. Okay, so you can adjust the.
01:05:15.90
José Rivolta
Well Lydia and I have more questions but that would be all for for for now. Ah what I do want to to ask? you is what’s next for for Lydia.
01:05:29.29
Lidia Infante
Oh wow I don’t know um for the person Lydia I’m moving soon and I’m very excited to decorate my new flat and probably having baby soon. Hello announcement not not pregnant. But um.
01:05:36.23
José Rivolta
Um, okay oh yeah, ah but.
01:05:46.28
Lidia Infante
Have a bucket list of things that I want to do before I braland and the last thing to take off well the last 2 things to take off is fly internationally in first class and go to Japan and you cannot eat sushi pregnant. So we booked an international first class flight to Japan for december.
01:05:54.60
José Rivolta
Um, oh okay, yeah us some no no, no.
01:06:04.50
Lidia Infante
Means back at least to tied off my flat has an extra room for the baby. So and hello nobody cares about this but you I’ve told you anyway and then professionally you know I don’t know I think I have I’ve been focusing a lot on content innovation.
01:06:13.40
José Rivolta
Absolutely awesome.
01:06:23.29
Lidia Infante
So um, the combination of Ai and new content formats content distribution and content repurposing is something that I’m really really enjoying on working on and I love editorial work I love working with my pool of writers and um I am quite. Excited to try and find an opportunity to help women more in the industry. So whatever happens. That’s the theme for the next couple of years content innovation Ai distribution repurposing and women.
01:06:51.89
José Rivolta
Awesome! Awesome and women not not not simple at all so you are going to have lots of things to to to read on and work on. Awesome! awesome and and also comment on on the person on. Um, the personal update that you gave that’s ah, a great way of wrapping up the year meaning first class to to Japan. Awesome.
01:07:22.56
Lidia Infante
I know I’ve never been first class or business class or anything else. So excited.
01:07:27.39
José Rivolta
Yeah mini there. Awesome Awesome! Well hope you hope you enjoyed that? um you you are definitely going to Um, and lastly, where can people reach out to you.
01:07:40.26
Lidia Infante
Of course so I’m add Lydia in infant to m at most social media. Um, easy to find if you google Lydia Infant I have a knowledge panel now but you can see me I know I was like really excited when I saw it.
01:07:49.13
José Rivolta
Um, ah how how fancy? yeah.
01:07:57.43
Lidia Infante
And you can find me usually tweeting on Twitter or x Linkedin and I have a website where I post some of the cool little studies that I do lydia dash infanta dot com.
01:08:08.11
José Rivolta
Awesome! Awesome! Well I’m I’m once again I’m going to give and yeah to give all the the urls of the the social media accounts in the show notes. Okay well Lidia.
01:08:22.85
Lidia Infante
Awesome! awesome.
01:08:24.91
José Rivolta
It’s been a blesser I Really enjoyed talking with you. So yeah, I’m really happy. Yeah, well let’s talk some thanks lydiaby wait wait.
01:08:31.93
Lidia Infante
Likewise Thank you for having me right? bye.
