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Within this cognitiveSEO Talks episode you’ll get the chance to get inspired by Lukasz Zelezny, a prolific keynote speaker, SEO consultant, and author. He started working in the SEO industry around 20 years ago while living in Poland. Every year he is actively participating in 10 to 20 events as a keynote speaker and he constantly worked for mid and large companies such as HomeAway, Thomson Reuters, The Digital Property Group,to mention just a few.
As Lukasz himself is mentioning, he is a hands-on person, spending lots of his time keeping up to date with the changes in the technology of online marketing. He started his professional career in 2005 and has since been responsible for the organic performance of a number of companies including HomeAway, Thomson Reuters, The Digital Property Group and Fleetway Travel.
Lukasz traveled 75,000 km speaking at many SEO and social media conferences including ClickZ Shanghai China, ClickZ Jakarta Indonesia, SiMGA Malta, SES London in the United Kingdom, as well as conferences held in Europe – Marketing Festival in Brno, Brighton SEO in Brighton, UnGagged in London.
Additionally, whenever he has the chance he organizes workshops where he is sharing tips around SEO, Social Media and Analytics. And talking about SEO tips and tricks, hope you enjoyed the list of SEO tips Lukasz has shared with us within this interview.
Tackled Topics:
- How Lukasz has implemented strategies for organic traffic growth
- The importance of page speed in SEO
- The process of gap analysis used for his clients
- The status of on-page and off-page SEO in 2019
- Social signals vs. traffic influence on website rankings
- The impact of brand tracking in SEO
- Best use cases for SEO
- How the SEO landscape will change in the next 10 years
Top 10 Marketing Nuggets:
- Eliminating blockers in the organic strategy such as page speed, or situations when the website is keeping the blog or forum on subdomains (which I’m not a fan of) can achieve 100% growth YoY on organic traffic, as well on conversions. 3:15
- Within the gap analysis process: first, find who your competitors are, second, use VLOOKUP or proper tool to find out the keyword that your website is not ranking at all and in the same time the first 3 competitors that rank together in the first 20 positions. You’ll get lots of keywords potentially relevant to your business. 10:40
- A unique strategy is the Snapshot strategy – this means to utilize the existence of content; it is generally that you should identify 2,3,4 keywords per URL that already deliver traffic and make those keywords perform better, rank higher, deliver a better quality of traffic. If you’re able to do this at scale and repeat the process for 20 days you’ll experience major growth. 12:21
- All forms of digital marketing such as free webinars, videos, courses are great strategies for SaaS companies to make them acquire their first 100 users. 16:37
- Gamification works great for getting more visitors to your website. There are websites that give lifetime access for free if you are to attract enough users on the website in a certain time acting like an MLM. 18:07
- When you have a very specific problem (like brand tracking, for example) it’s good not to close tightly the problem, but rather start writing around the problem and giving great content not focusing only on the product. 19:17
- In my opinion, there’s no correlation between social shares and rankings because I don’t think Google likes to include signals from third-party platforms in their algorithm, and it’s easier to get shares than links which will make it easier to gain ranks. 21:29
- Off-page in 2019 is not as critical as it was 10 years ago because nowadays people are thinking mostly at on-page SEO, especially page speed. Personally, I’m a fan of on-page optimization. 27:34
- I find brand tracking very important. When you find a mention about your brand you can always approach the person to thank them and ask them to link back to your website. 30:50
- I don’t think voice search will dramatically change in the next 10 years. 38:15
LOVE what he said about social not having a correlation. This is one item I still debate people on – so many insist there is relevance yet I have clients and personal sites that are killing it with little or no social profiles to speak of.
Great analysis. Social media signals are becoming way more important than before to draw the traffic. The other advantage we see of utilizing the social media channels is that besides the traffic, we can also generate better and direct engagement with the users and assess content popularity through likes, shares, etc.