The SEO Solopreneur’s Toolkit
How to balance freelance work with a full-time job.
This month, Groove sat down with Jason Stack to learn all about his solopreneur life. Jason is a digital marketer specializing in SEO and PPC who lives on Lenape land (Brooklyn, New York). He grew up in the northern suburbs, received a BA in English (concentration in Rhetoric, and minor in Cinema) from Binghamton University, and received an MBA in Marketing from Baruch University. In his spare time, he catches up on film and TV (with some film reviews on We All Want Someone to Shout For), dabbles in audio editing (Futureproof and Kaleidocast), reads a fair amount of sci-fi and spec-fic, is very online, and hangs with his girlfriend and their tuxedo cat Billie.
Groove: How did you become a solopreneur? Can you tell us how you carved your wavy path?
Jason: Well, my career began with a PR internship that gave me a very basic SEO background. After working as an SEO specialist at a digital media company, I completed an MBA with a focus in marketing to get some hands-on experience in all aspects of business.
When I graduated, I started working at smaller marketing agencies that helped me develop my skills and career. It gave me a good background for working one-on-one with clients (which has come handy).
In my current role, I’m working on a small team as an SEO specialist that helps clients in the hospitality industry. About three years ago, I started dabbling with the idea of being a freelancer, and it felt really daunting. I didn’t know how to handle finances, business structure, or any of that; but about a year ago, I decided to just jump in. Now, I’m balancing my full time role, with a couple freelance clients, and a few personal side projects as well.
Groove: What are your best resources for connecting with other freelancers and solopreneurs?
Jason: Honestly, I haven't done as much of it. Sometimes I connect with folks through LinkedIn, other times, just through former coworkers. I am in a few marketing groups for freelancers in New York City, and I’ve a few potential clients from those groups.
Otherwise, if there's anyone I keep up with, I try to do it through Twitter or Facebook, but it depends on how much of a networking mood I'm in.
Groove: How do you manage your finances as a solopreneur?
Jason: I still haven’t incorporated, so all of my freelance income is taxed as additional income with a 1099. My first year of freelancing was the first time I owed taxes.
There is another solopreneur service called Catch, that I use to save 3-6 % from my regular paychecks. For general finances I use Mint, just for general day to day stuff. I also have a 401k through my current role.
I did run into an issue with the department of labor because they sent me a 1099 that didn’t match my bank records. I wasn’t able to reach anyone, so I called my local representative who connected me to her community liaison to help get it all sorted out. So when in doubt, call your local representatives!
Groove: Do you have any tools that you like to use in your current role or in your creative work?
Jason: For personal creative projects, I've got a couple apps. For writing, I use Evernote, Google Docs, and Ink. I think Ink has a free version in addition to a paid version. If I'm trying to do more of an unplugged writing session, I use a Freewrite, which is an electric ink typewriter. You can back up whatever you’ve written to Evernote and Google Drive, but it’s great to be able to write on a keyboard without the distraction of the internet.
In terms of work, there are some industry tools that I tend to use for research and line edits. Grammarly is great for the basics – spelling, grammar, and punctuation.
Groove: How do you make time and space to care for your mental health as a solopreneur?
Jason: I may not be the best at unplugging at times. I've been getting into assorted mobile phone games a bit more – I’m easily hundreds and hundreds of levels into both Candy Crush and Candy Crush Soda Saga – but I have tried not to touch them for a while.
One thing I've been trying to do at least with games and social networking apps on my phone is to set an app timer, and try not to add additional time to the timer. I also turn off wifi on my phone, and charge it on the other side of the room, to allow me to get some heads-down work done.
I also try to minimize phone time as I’m getting ready for bed – I use a reading app that allows me to track how long I’ve been reading and what my page progress is so I can actually see how much time I’m spending reading (vs scrolling).
Going for walks and taking a proper lunch break also has a really big impact on my mental health. I walk through my neighborhood in Brooklyn and usually wind up at the Asian market on the corner because they have really fresh avocados and a good selection of fish.
I love to cook and bake, and that’s become a great way to unwind after a long day at work. We use Blue Apron and that makes meal planning a lot easier. I also make a pretty good cheesecake – two weekends ago I met up with friends in Riverside Park for a baked goods outing – it was a big hit (and it was just the recipe on the side of the box).
Groove: What is in your work media diet? What kind of newsletters, magazines, and podcasts do you consume that keep you inspired and engaged?
Jason: I may not be as regular when it comes to like a work media diet, since SEO tends to be niche. From time to time, I do check some of these like search industry sites. Search Engine Journal and Search Engine Land are the main ones I read.
I spend more time keeping up with SEO folks on LinkedIn and Twitter in the NYC Area: Barry Schwartz and Lily Ray are great.
Groove: What part of your job takes way longer than people think?
Jason: Keyword Research. I find it's more important to trim out everything that the client shouldn't rank for. It's all about keeping the page content and the search intent in mind. You don’t want to try a bunch of keywords. What you do want is to try one or the ones that fit the respective pages. And that process takes a lot of time, research, and careful thinking.
Groove: What's your best method for getting a new client or a new job?
Jason:
- Marketer Hire. They do the work of finding the client, and they present you with the job description and the rate. All you have to do is say yes or no.
- Word of Mouth. Being a regular contributor in whatever groups you’re a part of will help you make connections and find new clients. I try to chime in with: “Hey, happy to answer any SEO questions!” That way, the groups I’m a part of know I’m a solopreneur with SEO experience who can help and is ready to take on new work.
Groove: What is something you want to make more time for?
Jason: Pre-COVID I would almost always have a book with me and try to read during my commute. Now that I’m not commuting, I’m reading a lot less, and I have definitely accrued a fair number of books that I need to get through.
I've definitely been trying to set aside time to read more on my own and with my silent book club. Currently, I’m reading Josh Campell’s book called Crossfire Hurricane – which is about his experience as an FBI agent. And I’m reading Mary Roach’s new book Fuzz: When Nature Breaks the Law. The first couple chapters are focused on wild animals in parks and the ethical questions around how Park Rangers can deal with local bears and wolves and other animals.
Groove: If you could give yourself a piece of advice on the day you started either your career or your freelancer journey what would it be?
Jason: Give yourself grace. And, it's okay to take breaks.
When I started my first SEO role, I was very much heads down on doing the work, and maybe not being as easy on myself as I probably could have or should have been.
Pace yourself. Work is going to be there tomorrow.
If you liked this article, check these out:
- Solopreneur-ing with ADHD
- The Highs and Lows of Remote Work
- Or, if you’re a solopreneur looking to get sh*t done and have a good time while you’re at it ➡️ groove.ooo
