What is SEO are you interested in more about SEO?
I want to tell you about a few things that are really am passionate about and that is online marketing and especially search engine optimization. So I want to give you a quick. but we’ll see how it goes quick crash course in search engine optimization and maybe provide a few reasons why should you even care. all right so it’s usually a little bit of introduction I guess every guest lecturer has provided some sort of background about her or himself. I’ll give you a little bit about mine to, so when I came to Finland I had access to a lot of computers. since grade school or something in Finland, people are working on computers and I got really passionate about that. but I didn’t want to play games or something like this I wanted to create programs and obviously, if you’re in grade school you want to do something fun.
How I started in the computer world:
So I started with creating viruses, so my viruses were really smart and really good they infected computers of our computer class and gave me access. I called it nirvana my first ever created virus I called it nirvana and what it did is once it infected the computer it gave me direct control of the computer. so every time you know it infects the computer says hey I’m online and then I could direct the computer. if there are many computers, then they started to form a group and then the group said hey you know we’re group number 47 we’re online.
so that was pretty Russian of me right, anyway and what I didn’t do anything bad or anything just every time. I just tease my teacher so every time there was a computer class or something and he was or she was teaching us Turbo, Pascal, I was like let’s put porn signed up and then teacher goes not like oh my god. there’s no that and they just kick the computer and I’m like oh yeah that’s what power is all about.
so to speak limited the criminal career was really short-lived. my computer teacher decided that it’s better to put me to the light side so to speak. so he made me a system administrator in our school and that’s how I got into servers and programming. Basically, he directed my efforts to good and not evil and that’s how I got into the whole web thing. I just loved the idea that there is this thing called the Internet and anybody can go on the internet and create something and then it can be seen by millions of people. so things went forward and I from grade school went to high school, I went to the computer one and things are really good. my grades were really awesome now that I’m bit older I know that great stuff but at that time I was really pushing for good grades and now I got a lot of scholarship stuff and got some money.
My first website creation:
But then I started to dig deeper into programming and to my maybe shame at this point now that I’m a bit older. I got really heavily into anime so how many of you have watched for Japanese animation. yes okay, even yari raised his hand. so now we know any way I got really into that and I thought hey I want to first. I when I started creating websites it was really basic. you know it just was about me. Welcome to my homepage and I had a friend well still have one of my dearest friends and we had a competition. who is better and then you know he put blinking text on his website. and then I put another bigger blinking text and so forth and it was really pointless. but at some point, I decided hey it’d be great if I started created a website around my passion cuz then maybe it would be worth something to somebody.
My first digital Marketing experience:
Nobody cares about me but a lot of people care about Japanese animation. so I create a website and I thought it was really good. but then I realized that it’d be awesome if somebody came and actually visited my website. that it wasn’t just me and my friend. So marketing that’s the first time I ever had to do something with marketing my small site. And a few years later grew into a site that was I think one of the biggest sites in the world in its own category. and I had almost half a million registered users on the site and basically lived off the Google money. so I put ads on my site and then Google paid me for the clicks and so forth and I sponsored my friend’s alcoholic habits during the weekend with that money. but very little I promise anyway the point is all of the sudden I created something out of nothing and it was actually making money and so forth and it was such a wonderful experience such a great thing that I didn’t really care about school after that.
I was like school whatever I have ten people in my team all over the world we’re doing this great thing. Philosophy whatever so I skipped a lot of schools maybe three to six months at a time. My grades went from eight points something or nine to barely seven in high school. so anyway after that barely graduating. from there I decided that I went to university and I had a pleasure of sleeping at some of the really good lectures in all the university. and after that, I decided that it’s just not for me if I want to do this thing called web then university is not really for me. No offence but my idea was if you want to do it it’s such a like incredibly fast-paced world. something that happened two weeks from now is old so how could university help me and I thought that hey I wanted to create my own business. I always dreamed of becoming an entrepreneur. when I was really little I want it to be either a businessman or a hitman again very Russian of me right. It’s all stereotypes but I don’t drink vodka so anyway when I was little I didn’t really know what hitman does and so forth I watched a lot of movies and those guys were the best. the mafioso guys and the businessman guys they even looked the same. Anyway, I decided to pursue a business career for the sake of all of us and started my own company in 2010 and my company’s aim was really simple.
I realized that all my marketing in itself is so much intertwined with technology you cannot do online marketing unless you have small at least understanding of technology and there is a lot of things that have to be mixed technology-wise with marketing in order to do really well. So I formed the company I started a company called luma link in Oulu in 2010 and now we are operating in Finland and in Russia. we just recently opened an office in Russia and things been good going pretty well we have very small clients to very large clients. In Russia, for example, we have Ministry of Culture and some of the biggest realtor real yeah companies that sell basically properties abroad and in Russia. and then in Finland, we have things like scalp buy and some other ski resorts. pretty much any ski resort in Finland and so forth and we also have very small clients besides this. because I love the web, I truly love it.
I have also other startups besides my own company that have some other things and I got involved in a lot of things that I do. So when people ask me where do I work, I always say this is where the money comes from but then there is these that these this and this project and I’m thinking about that and there is this going on and this in the planning phase and this fundraising. For me, I think it’s wonderful it’s such an interesting field basically web and it’s going to change a lot and we’re just at the beginning of it. so there’s going to be a lot of opportunities so I love it that’s what I want to do. but maybe closer to the topic before you guys start living. so there is a Pareto principle that says you know 80% of the effect comes from roughly 20% of the effort. so my idea today is to give you that 20% show you what is search engine optimization at its core and provide you with some really basic things that you can do in order to improve search engine ranking. Right thinking for possibly your website, your client’s website, your future company whatever okay so how many of you have googled yourself? yes good do you see there is a lot of growth opportunity there is even an app there is a joke that there is an app for that in u.s.
There is an app where you can put the name of your date that you’re going to meet for the first time today or something and it shows it tax records, criminal records and so forth. so if you want to bring that to Finland there is one opportunity right there you know tax information is public information. so imagine women and now there is you know face detection and everything so she could just take a selfie with him like oh yeah let’s take a selfie and then is like be over million in income last year. anyway so maybe closer back to the topic when we use search engines we search for potential employers, we search for products, we search for whatever.
What are the things that affect the search results that we get?
One is the query type. So Google has put a lot of effort and we’re not talking about Google we have some foreign students here for example and a good example would be Russia. Where Google is not even number one there are many other search engines besides Google that are really popular there are Baidu, there are and X tons of them. But the general principle is the same so depending on the query type search engine Peaks what type of results it gives you.
For example, if you never tried you could try sometime and put in Google, timer twenty minutes and it will start a timer, you can put a flight number and it will give you a piece of flight information. For example, here I try to search for a word called alien definitely one of my favourite movies of all time just love that thing. So Google quickly decided that the movie is probably what I’m referring to. So it displayed information about the movie right away. So the query type that way in putting if it’s, for example, somebody’s name Google tries to figure out if it’s, for example, some public figure and then provides information about the person. so that’s one of the things that impact.
Another one is Your location. if you go on Google and you search for the best restaurant just the best restaurant it will show you all restaurants and not you know good restaurants in. for example, Dubai or somewhere so Google knows your location from your IP address and from your settings possibly and so on and so forth. so that’s one thing.
Then there is authorship and before search engine optimization was easy and I will tell you well I’ll tell a bit later my story but anyway the thing is is that the way that Google revolutionized. The search engine field was really simple but again very complex before Google came online started working and providing search results were used to now there were other search engines. but what Google founders came about is an algorithm I think it’s now much less used but it was the PageRank algorithm. It was the idea that you could estimate the authority of the site by analyzing links that link to the site. links from other websites so this is the core of the way that Google worked at least many years ago. Now the algorithm has been much much much more complex very very different much more sophisticated but basically, it means it meant this. if you have a website and you have 4 million links you’ll have an authority. If you have another website that had a hundred links it has less Authority and then quality came into you no question, not every link is the same and so forth. But basically, links tell a lot about the authority that you have online so do you guys know about the miserable failure thing that the Google bomb.
Do you remember the elections I think it was the second term that Bush was going for and people were really upset about him going into the office again for whatever reason? So people decided to do something kind of funny and kind of show their dislike for the president. So what they did is they kind of talked amongst each other webmasters and they decided hey let’s link to White House page about George W Bush with the miserable failure. so once they did once twice then 1,000 times 10,000 times a hundred thousand times. after that Google was like well if you search for miserable failure this is the place to go so you search for that and you went to George w bush page and when the White House tries to change that like hey Google we don’t like that Google said sorry it’s an algorithm that’s how it works. but then they may change to the algorithm in order to prevent that so it doesn’t work anymore like that.
But it used to before, so links created a lot of authority for you online and another way to establish Authority is to display information about the author. there are some meta tag and some stuff you can do in order to say that hey I am arts and Danny Lance I wrote this and then Google can give you a little bit of more authority depending on how much you write and content and so forth. but basically authority impacts results and your social graph. This is cool scary don’t know but you guys have friends well at least some of you and some of you have even friends online for you so. Google knows about your friends. for example, if you use Twitter your friend’s information is public unless you lock your profile. if you tell Google about your Facebook page it knows about possibly friends that you have there and so forth. if you use Gmail you know Google knows a little bit more about you.
So for software, you use Google+ so Google can personalize results based on what your friends are doing. so this is Google trying to be helpful saying like hey your friend like this restaurant, so when you search for the best restaurant in Oulu for example. it could display information that your fraid friend indicated that this is good. the same way that we do in real life. You ask your friend what’s the best restaurant and probably you’ll receive some reply and you trust that a bit more than just random reply from somebody else. Okay, so your profile that definitely impacts your results so there has been a lot of talks but basically when you create a profile Google basically puts a lot of information there and tries to track it and understand. Google is reading your mail and so forth all it’s not somebody that has nothing else to do in his life and just goes through the mail and like my mail would be so boring. it’s just cats and work-related stuff not very interesting but still, it wants to learn about you.
The more it knows the better and obviously, that is the information that Google can leverage for ads. Yeah okay, so and your past behaviour I remember one client was one of the best moments sorry member. one client said like hey arts him you told me that this search engine optimization is hard but I did it and I’m like whoa cool tell me more. he’s like I went and I searched for service online and we were number three and then I clicked a lot and it became number one and he’s like I did it, I don’t need you, I will keep my money. so anyway what happened is Google realized that hey I can save him some time and put this up for him since he always clicks it but it only worked for him only. when he was logged in Google was trying to be helpful he thought that he found out a way to cheat Google but again that’s at least it brought some light to my afternoon.
What is SEO?
Okay so what is SEO well SEO is search engine optimization and I will try to break it down a little and then we’ll go into the fundamentals of SEO and then maybe we can talk more or well we’ll see how interested you guys in the topic.
So Search Engine Optimization. the goal of search engine optimization is to get high-quality traffic from search engines. So a lot of talks is there, a lot of talk about social media, I mean that’s the sexy new trend and I always say like well yeah social media is cool. but when you want to buy a new TV do you go on Facebook and search for like Samsung LED panel really cheap or if you want to find like a hairdresser or something. Do you go on Facebook and search for like really good hairdresser? So Google is still the king if you want to actually find something online. social media is very different and they’re not necessarily one is not necessarily better than another they just support each other. But if I have a service that I want to sell just I’m interested just in sales I want to get high-quality traffic. Which means it’s people that really want to see the information that I want to provide them want to see my services and search engine is definitely one of the best ways to do it.
So yeah well let’s break down the word well the sentence, so when people search for something they are searching for a solution that very rarely people understand this. but there if you want to have some fun, later on, you can go on Google Trends. it’s a free service by Google and you can see which are the most popular search words in Finland for 2019 and I think one of the most popular was cwienke Merton ista how to understand the woman. so people are really seeking a solution for their problem. Okay, so anyway people search for a solution so when you provide, when you think about search engine optimization you have to think about how I can solve somebody’s problem. obviously, the example I mentioned before cannot be really easily solved but still in other cases we can be more helpful.
Search Engine Algorithm Explained:
So engine there is another word we need to understand and is a machine and at Google, it’s a very complex machine. nowadays we’re talking about billions probably of dollars and research and development testing and so forth so we need to understand that Google wouldn’t be Google or some other search engine wouldn’t be what it is today unless there was a machine that made all the decisions.
So we have to realize that the machine has an algorithm, Algorithm has a pattern and if we basically tweak our content to fit in that pattern then we optimize it and the last word optimization. it’s an ongoing process so it’s not something you do once and you forget.
I can tell you one very good example Google makes rollouts of new algorithm every whatever few months and everybody just wait like for a judgement day when the new algorithm update comes. because when new algorithm update comes it changes the pattern and it goes through all the websites pushes it through the pattern. and then changes the results before you were number one for women’s clothes and now you’re number 479 which is basically nothing. so the algorithm is changing all the time and that’s why the things that I’m going to talk about today are not quick tricks that you can do. but something that you know is fundamental that’s something that will never change.
How Does Search Engine Optimization work?
Okay but the optimization is an ongoing process. So here I can tell the story in SEO world there is a term called black hat and white hat and no it’s not about clothes. and a Parral black hat means you try to manipulate the search engine into giving you a better ranking than you deserve. so you’re trying to basically trick it and white hat means you play by the rules and you try to get search engine ranking improved but you do it in the way that you can just walk up to CEO of Google and say hey we do this and he’s like what good job very good.
What are the effects of Black Hat SEO?
So I can tell you a story when I was in high school wanted to earn a little bit extra cash I started a website. where I sold Amazon DVDs I don’t know if you know but Amazon has an affiliate program basically you sign up they give you a special link, you send people through that link to Amazon anything they buy you get 10% or whatever I don’t remember very simple. I thought hey I would be stupid not to take advantage of such a great opportunity sit on my ass and do nothing and just get the monies.
So anyway I opened a website where I basically what I did is I linked reviews and so forth with suggestions for movies and then put links to Amazon. I thought to behave a bit cool side people can find you know movies they’re interested, they can see related movies, they can read reviews and stuff like this and then you can buy the movie on DVD and I get the monies. improve the world so that worked for a little bit I got a few euros well dollars here and there and then at like hey this search engine optimization is really cool. I could do something like forget the links I’m gonna do something smart. I’m going to add a lot of keywords on the website and make it the same colour as the background so normal people will not see it but the search engine will. So I thought I was really clever and for a while, it had a small impact I got maybe a few dollars more but then one day I woke up 12 o’clock in the morning went to my computer open my statistics and saw zero.
I was like whoa it’s like not good let’s see what’s up started searching just for fun of it. I went on Google and tried to search for my website and was like no results my heart went really low, I was like oh my god what happened. started searching and so forth basically my sand my site was tagged for a review somebody went reviewed and realized I was trying to beat the system and they removed me. And then I realized that you know being part of the Google search is not a national right, it’s a private corporation, they can do whatever they want. So I was like okay okay what do I do? what do I do now? Of course, I removed the text and I’m like okay okay okay okay okay okay okay I found a form I found the form and the form is just like really simple there is not really much in it. Just give your website URL and provide the reason why you want to be listed again and I was like oh my god okay you can have my child. I was really naughty I didn’t know what I was doing the alcohol level in my blood was just way too much. I really regretted please please Google please bring me back so you know after you submit the form they say that hey we’re not obligated to do anything, but we’ll try and after six weeks or something, I got back into the Google. But it was never the same it never worked oh it never worked anymore. so I had to close the site and move on to something else but that’s basically what is blackhat. You try the trick short term the search engine well the best guys in tricking are the guys who are selling viagra those guys are good. if they put all that effort into something else they would be much more maybe rich.
But anyways, for example, there are things that people in blackhat community do is they hack websites, but before the hacking of the website was really simplistic people wanted to cause damage. And my client’s website was hacked in 2000, I think was it a to 2009 and it was but by some Islamist group and it was like death to America. Just on the front page and that’s it. those are good ones I wish those were back the reason for that is that you go on a website you see a huge picture, you’re like oh I’ve been hacked okay you go and you restore backup no problem. But now they’re getting really sneaky what they do is they hack your website but you don’t notice anything. Sometimes they try to even improve your website. So it loads better and works better and you like whoa-ho yes everything is great but when search engine goes to that website they detect the search engine and they feed the search engine absolutely different information than what you see. when you go to visit the site so they put links to their own website and so forth really sneaky guys and my Empire at the high school crumbled because my website was hacked by Russian hackers and deleted.
Why search engine optimization?
There is karma in this world I got what I deserved but anyway that’s the story but why search engine optimization? When we think about online marketing there are so many things you can do. You can do something really stupid on Facebook you can buy advertisement, you can get listed on article websites, you can do whatever. why would you focus on search engine optimizer and I think one of the reasons is that it’s a really good return on investment and by good, I mean really awesome.
If we think about you cannot maybe see from here, but if you search for hotels in Finland people are searching. I don’t remember how many times but anyway if you want to buy an advertisement from Google for keyword hotel it costs you three euros about four a click. One-click if you want to buy a thousand clicks well you need a lot of cash but with search engine optimization what we can do is we can rank, we can try to improve our ranking. So when people search for the word Hotel in Finland they would receive our website on the top. that basically searches engine ranking Now search engine optimization and this is the reason why it’s good return on investment and search engine optimization is long term. So if you want to make something happen today search engine optimization is not for you, better to invest into ads or something else but here is one client of mine pretty big client in Finland and this is their Google Analytics summary from I think 2008 or something. so like a few years and we can see that Google brought them 4.1 million visitors and their total amount of visitors during this whole time is 11 point 1 million. so if you think about it what else can you do in terms of online marketing that can give you such good returns for such a long time?
I can give and I can tell you a small secret this client even didn’t drive hard so there could be a lot of growth opportunity for this particular client. Okay so just like with running, I can tell you straight I know very little about running. As you can see I could use a little bit of running but that’s have been the next dream so to speak after everything works out in the business. but just like running it’s really easy to get started just put shoes on when you want to start running and you just run anybody can do it. you really don’t need shoes actually in Finland now maybe in this weather you really need but anyway just like running anybody can start doing search engine optimization. you don’t need a degree from a university, you don’t need to have money, you don’t need to even have experience. you can get started right away today now you guys have like fancy MacBooks you don’t even need that.
so anyway really easy to get started but just like with running I couldn’t run a marathon, even if I tried and just like running search engine optimization in order to be good like one of the best in the world you need to put as much effort as person who is training to be best in the world is running for example.
So this is part that is really awesome for me is that the search engine spectrum is always evolving, there is always something awesome and new. The video was kind of cool the people did a little bit of optimization for video and then Google went and bought YouTube and our video is huge and then mobile started coming you guys have like the most awesome devices ever. and you use them a lot probably much more than your computers. many of you wake up and the first thing you do you see for that WhatsApp message or something you’re like did he write to me.
So anyway we have a lot of things that are changing all the time there are smartphones videos, there are eCommerce so much things going on and the search engine is also evolving. when the web is evolving so there is always something new. for example now the video came everything comes to Finland very late in terms of web and the video finally came to Finland more or less so now, if you want it to do search engine optimization you would probably start doing video marketing and doing videos and optimizing those. but you probably saw your search for something online in Google and you see a video like how to how to speak to ladies boom, how-to guide 10 minutes.
So any way you search for something and you see the video result so for example in Finland because well Finnish people don’t do a lot of videos in terms of business there is a lot of there is huge gap and a lot of opportunities. so if you create a video you can get a much higher position because others don’t do it so this is one of the reasons why I have the dig the camera. I’m trying to create content myself this way talking to you guys that I really like but also making sure that this lecture will benefit me for maybe years to come.
Key factors of search engine optimization.
So let’s go to the key factors of search engine optimization. some of the things that we can, all of us do and something that you can guys hopefully remember still a week after, so one thing is I guess the biggest most important thing is just content. How many of you have a blog? Ok good you guys are ahead of the game and the reason for that is nowadays when you do marketing online, it’s all about content. Anyway so if you guys are young you use online a lot what you care about is content. Because content gives you value, it doesn’t have to be valued, doesn’t have to be money kind of value or it can be funny. I mean like if I wanted to get a lot of views on this video I could just take one my cat in here on one arm and my other cat in here and just do something stupid with my cats. make them purr or something people love cats and that is the value. the entertainment, that’s the value also so it doesn’t always have to be very serious and having our business costume and all that value can be anything.
So if you think about content, content is the currency of the internet and Google rewards companies that have a lot of content and it well. I wouldn’t say punishes but it doesn’t give the benefit of the high ranking to people who have very little content. So typical business website front page, services. company contact that’s it. That’s about it and maybe if you’re lucky a blog that has been updated in 2010 that’s if you are lucky. So basically there’s very little content and in terms of the search engine. What a search engine think well what is this there’s like three pages come on to try something you have a cat put it on you know do something but you can do a lot of things. If you think about content, for example, let’s imagine something very very far from technology let’s take a company that cleans, that provides cleaning services in all the region. they can do a lot in terms of the content in order to rank better in Google, for example, they could describe the way they work they could have a blog they could have a video of how the process works. for example, I never purchased that service that would somebody come and clean my house, but the first thing that I’m really really would be anxious to know is that would they make fun of me if they came to my apartment? because it doesn’t look good when it needs a cleaning but anyway so they could have a video where they described the process that brings you a lot more trust in people.
But video can also be optimized they could have a blog where they talk about for example things related to cleaning the cleaning products reviews and so forth. for example, they have tested a lot of different cleaning products they could write reviews about them, help people buy good products. so that they can clean themselves their own house they could tell you which vacuum cleaner is good because when they buy a vacuum they buy it for five years. so they could actually have a lot to talk about and stuff is maybe not so apparently would be needed for a cleaning company. but for example presentations every time I give a talk I have a video and I have slides I put slides on SlideShare and I put video on YouTube and I write a small description of my blog and on my blog, I put video and the SlideShare file.
So basically every time I talk I create more content and now yeah Yury even suggested to me that hey you can now give a talk about a different topic. so you would have something new to record so is helping me out for what I really appreciate so the thing is that there is a lot of offline stuff you can do that you can transform and bring online. And we are talking about digital assets every time you create some kind of content online there is unique there is an asset a digital asset that you have, that you can, you know to use in order to promote yourself. you can also for example if I have a video I can put it a newsletter I can sell it maybe at some point whatever that’s an asset I can leverage.
Okay technical factors that’s the nitty-gritty part, that’s the part that I like a lot so well I’ll give you an example, that for a long time Google wouldn’t understand flash so if you had a website develop maybe in the 90s or early 2000 it could be really flashy. it could use flash technology it could have like sound and everything is flying and then in Google nothing you wouldn’t get any kind of visibility in search engine. Because Google cannot read flash now it can a bit but still not as well and technical factors for the website are really important.
Do you have a optimized title?
Here title: I’m not going to go into detail but in many cases, if you have a website there is usually you can just Google. If your website is built using WordPress or if your website is built using XYZ, I don’t know whatever Drupal or something usually. You can just Google Drupal search engine optimization and it gives you just tips on how to optimize your website. That’s all but technical factors are really important and authority you have to have a lot of backlinks, and you have to have authorship.
So again not going into nitty-gritty but the best way to remember how to handle authorship is and to get authorities you have to create such good content that other people online want to talk about it and have you. By the way how many of you are not using Facebook like? not on facebook? there’s usually one person and you can spot him from the folio hat he has. But anyway no but just kidding there have been a lot of pushback but whatever my idea was really simple. You have probably seen lately a lot of stuff on Facebook where the title goes like this: you know a little girl was dying and then they brought a dog and then you will not believe what happened next and then you’re like ah now I have to click it. So because I want to know what happened to the little girl I’m not made of stone, so anyway so those are click baits. Basically, it’s articles or content that is aimed to get people to click. For example, I don’t know one of the best ways to get, I can tell you how I got a bit of publicity.
There was a program I think a little while ago maybe like a few months or so about Russians, now just when the whatever crisis was going escalating and so forth there was a program us to do whatever I often I don’t remember on TV about Russians and so forth. I went on Twitter and started tweeting about the program and giving my opinion and so forth and my tweet was shown on television, It was like yes success my face on the television well anyway it’s the second time my face was on television. I was also for a few minutes on Layana Lola on the TV but nothing to brag about to be honest, things didn’t go as planned but anyway. So my tweet was shown on television and so forth no problem cool, nice but then after that well after that he was a lefty call but that’s another story. But after that, I decided hey I will write a blog post about this situation and my opinion about it and I wrote a blog post and then I thought like well cool like and share it on Facebook. But no nobody will care much, but I thought like it’d be cool if I try to use what I teach every time for my own sake in my personal life. Because this wasn’t obviously I didn’t have a blog it wasn’t my company blog it was my personal blog. So I wrote a blog post, I tweeted but in my tweet, I mentioned the lady that was the host of the program and she read the article that I wrote and then she retweeted saying that hey this is a good article. And then when her authority was basically stamped on my article some other people started retweeting who trusts her and so forth and that’s how about 18,000 people saw my blog post. Only thing I did was just write on Twitter and it got a lot of links publicity. So you have to write content that others want to talk about and there are many ways to do that, you could do always something stupid people love those videos.
Okay so user experience there is something that a lot of people don’t understand yet, but I think it’s coming slowly as many other things this will land in Finland also but user experience basically is really really important and it’s more or less easy to measure. But if we think about it when we go and visit a new website about two seconds we can right away tell if it’s trustworthy, is it interesting and does it have what we need at that point in time. We are such we’re so selfish online because nobody is standing behind us and looking at what we do. Thank God, so when we browse websites online it’s just like two seconds next you know you don’t care, you don’t own any, you don’t own anything to that person who created the website. So it’s just like whatever so the website has very few seconds to be interesting and to provide you with some sort of hook so that you stay and learn more.
You can measure that with bounce rate, bounce rate is a percentage of people who come, who visit your website and leave right away. You can measure it with that there is also average time on the site you can measure how long people spend on your website before they leave, and if it’s two seconds then you have a problem.
And then navigation how good is the navigation all of those things playing out to be really important in search engine optimization, because for example, I give you one very simple thing, a thing to think about. When you search something on Google you click on a result, then you go and visit that website and then you come back. Google knows that you came back and it gives just a bit of a minus point to that web result. Because if you came back it means that that result didn’t answer your query, so the user experience is very very important.
Hey, I say a lot of things about Finland you know coming late and so forth I have finished citizenship so don’t worry I really love this country. But anyway so now to the last part of the talk, so search engine as a search engine optimization as a process I mentioned that it’s an ongoing process. It’s not something you do once and you forget about it. It’s something that you do every day, if you have the time every week, you know every month and so forth. You do as much as you can, so but we can frame it as a process and it makes it a lot more manageable.
Number one research your niche:
There is this awesome tool called Google Adwords Keyword planner could be a much shorter name I admit, but still, with this tool, you can go and just search for whatever keyword you want. It will show you how popular is this keyword in terms of search engine traffic, it will tell you how much competition there is in, what country it is popular. So you can do a lot of research, let’s say we had that cleaning company in a small town Olu and we would want to rank. We would want to optimize our search engine ranking get it higher, we would go to this tool and search like cleaning all or cleaning services all and the tool would show us how much traffic there is. And most importantly on the lower part of the screen, you can see related search terms. Google would also tell us what other search terms people use to find similar content, so this way you could see maybe there is you know some ideas for content.
So when you are still staring at that blank screen and you think okay I’m now working in this company and they sell this and I have to write this content. Because content is important so where do I start, what do I do? For me personally I go on this tool, I find something that is relevant to my field, but something that people are searching actively. For example, solve vacuum cleaners, I could write a blog post about how to choose the best vacuum cleaner. If you have a pet being valuable to the person. I would write content, so these tools are really important to realize and find out and understand what people are searching, how big competition there is in terms of paid advertising and you can also find out that how big is the volume should. You write content about this or about that maybe you should write about well a bit different subject. Because it’s much more popular people are actively searching for it well.
And then another really good tool to use is open site Explorer, I talked about Authority today a little bit and with this tool, you can see websites Authority. You can also see where this website is getting links from, how much links and how valuable are those links. So if you starting a new company let’s say you’re going to sell I don’t know whatever MacBooks and you know you’re starting your company, just starting your website and you’re thinking that where can I get links from. You can just put your competitor link there and see where he’s getting it from. Do a little bit of business intelligence. Very simple, very easy and obviously tools that I mentioned are free. so you can use them
How to Create Optimized Content?
Okay I guess, I have to wrap it up soon all right so the second thing in our process is creating optimized content. well, I talked a lot about content, now we’re finally getting to the important part. If you think about it there are so much different types of content you can create. Content is basically anything that is unique and valuable to the user, it can be a game, it can be a recording, it can be whatever, it can be a presentation PDF file, article whatever. You have to create optimized content and in many cases, you still place your content on your company website. That’s how it works or if you have a personal website you want to promote, we’ll still house that content on that side.
So the easiest way to content optimization is that when you create a new page for new content on your website you just remember to optimize title and meta descriptions. And in many content management systems, there are free plugins or some extensions or something that can help you input that metadata, that Google finds valuable. Again something really simple, really easy to understand and when you’re riding that made a data obviously you have to mention keywords that you researched before and found to be valuable to your business. For example, if I created a YouTube video I’m probably going to name this video search engine optimization, I don’t know like beginners lecture or something, I want to appeal to the named lecture, I want to appeal to the name beginners, I want to appeal to the keyword search engine optimization. And in the meta description of this video, I will write that you know in this lecture we talked about Google AdWords keyword tool and this and that and getting backlinks and valuable content. So that when people search for something similar they will find my content.
Does Social Media affect SEO?
This is finally a place where social media can help a little bit. So after you have content that you created, Optimized content for the keywords you researched previously. Now you have to get exposure, you have to get basically links. If you put your black hat on you can buy links. Google actively fights against that, but you can still do it and those who tell you that buying links doesn’t work like me, because how Google can now if it’s both linked or not know how it can have some sort of an idea but there is no way to find out for sure. So in order to I will tell you through my personal process. When I create the video I posted on my blog, then I share it on Twitter, I share it on LinkedIn, I go to the LinkedIn group that I subscribed where there are other marketing people I share it there, I share it also on our Facebook page, it gets distributed through email newsletter and I try to get exposure to the content that I create.
When I get more and more links my authority grows and grows to the point where I will be master of the universe. Well not really I have one cool client story, I had one client obviously cannot name names but he said half-jokingly that like Artem you help us do this, we’re going to be so rich, we’re going to buy the internet, so yeah maybe someday you know someday so and then you analyze results. There are really lots of good tools to analyze results but probably best ones are free Google Analytics and Google Webmaster Tools to analyze results. There are tons of books about it and guides. So I’m not going to go into detail on those, but basically, once you created content what you can do is you can go on Google Analytics and just see that one content piece that you created and you can see how well did it do. Did it get exposure? did it get links? did people visit? how long did they stay on the site etc?
Obviously every time we create content we want to get high search engine ranking. We still have to remember we have to make money, so every time somebody comes to see our blog post or something, there has to be a way for him to continue our sales. our sales funnel and give us his monies. We need it for stuff so basically, if you’re selling online marketing services as I do on the bottom of your blog you could write like hey hopefully you enjoyed this article on search engine optimization if you ever need a professional search engine optimization services you can contact us blah blah blah.
And many times I get business just because people go on Google they find my presentation on SlideShare and main presentation, On which I explain how to do everything and they call me like yeah no-no like too much work could you do this for us? Basically what I try to do is I try to build up my authority and brand and I do that very simply I just share all the information I have and the more I share the better I do, So that’s really sharing is caring yeah.
Then the last step very important one. You repeat this process for the rest of your life so that’s basically in a nutshell, I guess would be the search engine optimization process. But if you want to start it right now you maybe don’t have a company, you don’t have anything. I urge you please start a blog and I know very few people will care.
Trust me I know but basically what it will do, It will provide you with a substitute for a company that you can try to gain leverage. You can because no matter what you write about you guys some of you do dancing, painting whatever you have some sort of passion. Maybe you really like studying there might be a few here that actually d 🙂 so you have some sort of passion, you can write about it and you don’t have to even worry, like you don’t have to think about, like yeah I’m gonna get make this huge.
It’s going to be the best swimming blog in the world but the idea is you put google analytics there and you just think hey I started from nothing from zero, how can I get at least 200 readers? Because I can tell you these will give you a much better expertise. Once you actually enter the workforce and start to online marketing because you will have to do something, that I do every day, something that the re-teaching is about. You’ll be able to put it into practice and I can tell you straight once you want to start searching for a job, enter the job market.
I can tell you story better to tell a story again. I worked in a lighting company that was run by Hana pootis in Oulu and the company was called food echo. They were recruiting and then my boss was really, he’s really a great guy. I still keep in touch with him. But he wanted to recruit a programmer, and one programmer I think got in touch and he said I don’t have work experience and he said I don’t have education, any sort of education for programming. But I have this blog and then when my boss went to see his blog, he realized that this guy has been blogging for like seven years about programming. He was just reading and reading and he’s like you hired whatever just get in here take my monies, so he basically was hired because he was able to prove.
Think about it once you gonna start searching for a job opportunity if you show me your swimming blog or whatever and you said that I started it in university and it’s already been four years and I have mm subscribers around the world. That’s going to mean a lot much much more than anything else because I know then that you can actually do it.
The process you committed to for years, you create content, you realize the value blah blah blah means you one of the good guys. So if you want to learn more I included some links and URI will send the presentation along with all the links. So if you want to learn more there are some guides that go much more in-depth in terms of search engine optimization but that’s it hope you liked my presentation thanks for attending my Search Engine Crash Course class.