Loando Podcast #2 SEO in the fintech industry


Good morning, hi, its Pawe eszczyski. I would like to invite you to the second episodeof the Loando Podcast, which gives you the chance to meet our employees. In the podcast, we likewise discover a little bitabout the behind-the-scenes work in the largest fintech group in Poland. Today I am going to talk with ukasz Rogala, our new Head of SEO at LOANDO Group. Congratulations and welcome in the studio. Hi there, thanks. Okay, so let’s get to the main partof our podcast. To the very footing. Maybe you will decipher the abbreviation SEOfor our listeners? The abbreviation SEO is for SearchEngine Optimisation, i.e. all the activities that we have to carry out in order to be allowed to to makeour place friendly for rummage, especially for Google.In Poland, there is also an additional concept, which also includes the entire process of “workin on” the locate, its optimization, construct and contriving brand-new material. Okay, then maybe let’s talk aboutthe toolkit. Are the tools used in SEO forthe financial industry any different from those you have previously been using for otherindustries? No, mostly, the toolkit is thesame for every industry, but what plays a role here is the way how we use these tools, i.e. if I had to give you some calls we use, for example, Screaming Frog to check how thepage is created, what the subpages are, and whether they are all the most importantelements from the SEO perspective and the same work is done for each symbol, for eachwebsite.However, what is particularly important inthe financial industry is what elements of this analysis we are going to take a lookat … … so the adjust will be the same for everyone, but the nature of using it is certainly goingto be a little different. Okay then.It is also heard around that what is not onthe first sheet of Google search results does not exist. Is it even worth to work on items that cannotbe found on the fir st page of search results? Definitely not, but you should payattention to what happens to the page when we create it and when we start working onit.If we see that keyword arranges are increasingday by day, say the day before yesterday we were in the 30 th arrange, and today we arein the 12 th position that means that our actions are valuable and we should continuethem, but ultimately all our manipulate has to aim at entering the top ten search results, andpreferably to continue them and participate the top three, yes, because there will be thegreatest organic locate congestion. Ok, so if we are talking about thepodium, maybe you can tell us, how much does it take to get to this TOP3? A lot depends on whether the sitealready has a history, i.e. whether there were already some activities related to optimizationor creating new material on the site, whether it was ever optimised, or whether any SEOspecialist ever looked at it? How old is the domain? Are there any ongoing works to develop it? On average, it takes about 6 months for thefinancial industry to position the locate, assuming that from the first day, since the establishments, the content is optimised using SEO.There has to be a lot of content and thereare ongoing activities related to obtaining links the hell is, as we well know, the mostimportant in the context of structure organic visibility. So, this hassle here is actually a never-endingtask It never resolves Every day you have to clear some effortsto maintain this position or to raise it Yes … I make, I’d be lying to saythat it’s a day-to-day job, and in a large organisation we definitely have to check wherethis work on the sheets are still in progress. We have to ensure that everything is technicallyat the highest level, so that there is no situation in which some elements of the pagewill be removed or something will be blocked, and thus, the position of the site may changedrastically.However, ceaseless undertaking and act thatneeds to be done is to obtain links, so … The number of places where you can get joins islimited so as SEO specialists we must search for brand-new regions, assess their quality and, above all, aim for publication in such places, yes … To get relations from them. Ok, since you mentioned these locates, perhaps you can tell us what these sits are, if their number is limited. Where are you able get joins, especially in thisfinancial industry? In general, a typical residence for obtaininglinks for all industries is White Press. It is simply a lieu where all publisherswho want to offer their publishings, brochures on their websites, can add their website andfor a certain fee we can buy such a relation Can we say that they have a monopolyon the market? Yes and no … Now there are moreand more brand-new platforms, especially those that go beyond Poland. For lesson, Nine Marketing is from abroad, so White Press is the basic root where most SEO experts begin, but then it’s worthtaking the time to search for targets to get associations. Due to the specificity of the industry andthe specificity of this profession I am not allowed to say more, but I am certainly notusing White Press simply. Well, there are two quite similarproducts at LOANDO Group, which are loan comparison websites. How does this work in terms of SEO? Is the struggle in the search engine in thecase of such twinned products destroying? It certainly collects the costs ofthe entire process, because we need to assign similar monetary outlays to the linkbuildingof both websites. We need to create twice as much content, devotetwice as much time to their optimisation … On the other hand, from the point of view of SEO, we is not compete internally. In this channel, we occupy more seat in the searchresults … Having two websites that we orientation, we can take two positions in the top ten, so as a result, useds get to us more often. Can you equate it to the cooperationin the Formula 1 squad, where both drivers cooperate? Yes, precisely! Well, recently seemed a brand-new versionof PozyczkaPortal.pl. Did you come across any special challengesduring the migration? The movement process itself wentflawlessly … There are just a few offices related to working out more detailed information, with the improvementof small elements which are … In situations of which we had some uncertainties … Especiallyin the context of the appearing of individual elements, because the machinists itself, theway the website uses has not changed … exclusively the appearing has changed and the page codehas changed, so we took care to keep the highest availability, so it was not a direct migration, because there were no major changes, for example in such structures of URLs.There was no need to create any redirections … The problem was that there were new ideas that had to be separated at the stage of migrationfrom possible future development. Ok, and what does the competitionlook like when it comes to optimization in the financial sector? Is contender fiercer than in other industries? Or isnt it? It is certainly more difficult, thereare more opponents, because it is a sector that is strongly dominated by affiliation. Above all, a lot of participates on the paydayloan sell gave up the fight for the position in the search results and switched to thecomparison websites. Therefore, there are many brand-new similarity websites, and each of them exerts bit different methods to position the website.Some focus on the quality of undertakings, long-termeffects … Others try to do it quickly, with negligible expenditures , not helping about what willhappen to the site … However, “its not easy” … Ok, maybe an additional difficulty are some law regulations, regulations? Is it somehow different in this respect inthe financial industry? There are no such restrictions inthe case of SEO. I mean that Google, long ago, made some problemsfor loan corporations, but in terms of AdWords advertising … At the moment, organic trafficis in no way covered by restrictions in fostering as payday loans, speedy loans Ok, LOANDO Group is a big businessentity. Maybe you would reveal how cooperation betweenSEO and PR departments in the Group looks like? Above all, we use our mutual contactsand our acquaintance to build the largest possible range of organic activities.Due given the fact that it “ve got a lot” of contacts, the PR department is primarily helping us to acquire brand-new residences to publish … After some time, we as SEO experts cancome up with a proposal to create content on these sites that will convey the valueof SEO to our site, and at the same time pursue the goals of the sites we publish on, thatis, together with the PR department we project content that will be read by someone first and on the other hand let us build the SEO value of our website.So, it’s not like you typically seenthat between SEO and PR departments there is some competition and that not all of thesedepartments are able to cooperate? No … I conclude the PR departmenthas a very good chance of going in the direction of acquiring connects, because they have a lotof contacts and they can really help SEO specialists in increasing the number of links to the site, in its search for new plazas or originating together acts where printed publications and content willbe well abused, which will be primarily scoured by someone, so … So, there wont be anydead pamphlets , not scoured by anyone. Okay, at the end, I would like toask you to specified some primary traits of SEO and SEO for finance In fact, a big distinction of financial SEO is the above-average competition, whichis on the one mitt trying to build long-term value, but on the other hand, you can also make someshortcuts. This does not happen in other manufactures. Preferably, most industries strive to act on thelong-term basis Well, it’s all from me. Thank you very much for the interrogation. I would like to thank our gathering for theirtime. Of course, I would like to remind you to subscribeto our YouTube channel an d take a look at our LinkedIn profile – there will be moreepisodes of our podcast.Thank you and I hope I’ll hear from you soon. Thanks ..

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