Search Engine Optimization crash course


hello again ok ok yes the crowd exits mad alright so my identify is artem Danny Liang’s I’m a stranger I’ve been living in Finland now soon 20 times I initially moved from Saint Petersburg Russia but I predict you I come in peace alright so I want to tell you about a few cases things that are really am heartfelt about and that is online marketing and specially search engine optimization so I want to give you a quick I guess that’s fast and loose with the workweek but we’ll see how it goes immediate 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 foreword I predict every guest speaker has provided some sort of background about her or himself I’ll give you a little bit about mine so when I came to Finland I had access to a lot of computers you are familiar with since grade school or something in Finland parties are working in computers and I came genuinely intense about that but I didn’t want to you are familiar with play games or something like this I wanted to create programs and patently if you’re in grade school you know you want to do something fun 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 announced it nirvana my first ever created virus I called it nirvana and what it did is once it’s in once it infected the computer it gave me direct self-restraint of personal computers so every time you know it in fact the computer says hey I’m online and then I could aim 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 regardless and what I didn’t do anything bad or anything just each time I really razz my teacher so every time there was a computer class or something and he was or she was you know teaching us turbo Pascal I was like let’s leant a porn signed up you know and then teacher croaks not like oh my god you know there’s no that and they just kick the computer you know and I’m like oh yeah that’s what power is all about so regardless my occupation so so to speak you know restraint the criminal career was really short-lived my computer professor decided that it’s better to you know put my bring me to the light-colored back so to speak so he made me a plan administrator in our clas and that’s how I got into servers and programming basically he targeted my efforts to good and not evil and that’s how I got into the whole web thing I just affection the idea that there is this thing called Internet and anybody can go on internet and organize something and then it can be seen by millions of parties so you know things disappeared forward and I from grade school I went to high school I went to see computer one and you know things are really good my grades were really awesome now that I’m bit older I know that you know huge trash but at that time I was really pushing for good grades and now I got a lot of fellowship trash you know got some money when you know woohoo but then I started to dig deeper into programming and you know to my perhap shame at this phase now that I’m a bit older I went really heavily into anime so how many of you have watched for Japanese living yes okay okay even yari heightened his hand so now we know anyway anyway I get really into that and I thought hey you are familiar with I just wanted to first I when I started developing websites it was really basic you know it precisely was about me you know welcome to my homepage you know and I had a friend well still have one of my dearest friends and we had a competition you know who is better and then you know he framed blinking verse on his you know website and then I put you know another bigger blinking text and so on and it was really pointless but at some extent I decided hey it’d be great if I started you are familiar with organized a website around my fondnes cuz then maybe you know it would be worth something to somebody nobody cares about me but a lot of parties be concerned about Japanese living so I create a website and you are familiar with I thought it was really good but then I “ve learned that” you know it’d be awesome if you know soul has now come actually you are familiar with inspected my website that it wasn’t just me and my friend so marketing that’s the first time I ever you know had to do something with market and you are familiar with my big slope and you know a few years later stretched into a back that was I recollect one of the most difficult places in the world and its own category and I had almost half a million registered consumers on the two sides and mostly lived off the Google money so I gave ads on my site and then Google paid me for the clinks and so on and I sponsored my friends as alcoholic habits during weekend with that money but very little I predict anyway the point is you know all of the rapid I made 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 institution after that I was like school whatever I have ten people in my unit all over the world we’re doing this great thing you know philosophy whatever so I I bounced a lot of school maybe three to six months at a time you know my scores departed from you know eight pitch something or nine to scarcely seven in in high school so regardless after that scarcely graduating from from there I decided that you know I went to see university and I had a pleasure of sleeping at some of the really good teaches in all the university and after that I decided that it’s just not for me if I want to do this thing announced network then university is not really for me no offense but my hypothesi was if you want to do it it’s such a like incredibly fast paced world you know something that happened you know two weeks from now is old so how could university aid me and I are of the view 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 highly Russian of me right it’s all stereotypes but I don’t imbibe vodka so regardles when I was little I didn’t really know you know what hitman does and so on I watched a lot of movies and you know those guys were the very best the mafioso guys and the businessman chaps they even looked the same anyway I decided to pursue business career you know for the sake of all of us and started my own firm in 2010 and my company’s propose was really simple I realized that all my sell in itself is so much intertwined with engineering you cannot do online sell except if it has small-scale at least understanding of technology and there is a lot of things that you know have to be desegregated technology-wise with commerce in order to do really well so I constituted the company I started a company announced luma tie-in in Oulu in 2010 and now we are operating in Finland and in Russia we just recently opened country offices in Russia and things been good going pretty well we have very small clients to very large patients so you know in Russia for example we have Ministry of Culture and you are familiar with some of the biggest realtor real yeah fellowships that sell basically dimensions abroad and in Russia and then in Finland we have things like you know also scalp buy and some other you know ski resorts pretty much any ski resort in Finland and so on and we also have very small patrons besides this because I desire web I absolutely adoration it I have also other startups besides my own fellowship that have some other things and I got involved in a lot of things that I do so you know when people ask me where do I direct I ever 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 planning phase and this fundraising you know for me I think it’s wonderful it’s wonderful it’s such a interesting battleground basically web and it’s going to change a lot and we’re just in the opening up of it so there’s going to be a lot of opportunities so you know since I enjoy it that’s what I wishing to 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 approximately 20% of their own efforts so my mind today is to give you that 20% display you what is search engine optimization at its core and offer you some truly basic things that you can do in order to improve search engine right meditating for possibly your website your buyers website your future company whatever okay so how many of you have googled yourself okay how many of you have googled your you know upcoming date yes good do you meet there is a lot of growth opportunity you know there is even an app you know there is a joke you know that there is an app for that in u.s.There is an app where you can articulated the mention of your you know date that you’re going to meet for the first time today or something and it pictures it you know tax records criminal records and so forth so if you want to make that to Finland there is one opportunity right there you know tax intelligence is is you know public report so imagine women and now there is you know face detection and everything so she could just take a selfie with him you are familiar with like like oh yeah you know let’s take a selfie and then is like be over million in income last year teaching anyway so maybe closer back to the topic when we use search engines we search for you know potential you know boss we sought for produces 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 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 was still Baidu there are and X you know tons of them but the general principle is the same so depending on the query category search engine Peaks what type of results it gives you and for example if you if you never if “youve never” tried you could try sometime and put in Google timer twenty minutes and it is the beginning a timer you are eligible to settled a flight amount and it will give you a flight information and for example here I try to search for a word called alien certainly one of my favorite movies of all time exactly adore 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 inquiry kind that action in frame you know if it’s for example somebody’s reputation Google try tries to figure out if it’s if it’s for example some public figure and then provides information about the person so that’s one of the things that impacts your point if you go on Google and you search for best eatery only best eatery it goes to show you all eateries and not you are familiar with good eateries in for example Dubai or somewhere so Google knows your location from your IP address and from your locates possibly and so on and so forth so you know 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 fib but anyway the thing is is that the direction that Google revolutionized the search engine field was really simple but again very complex you know before Google came on you know online started working and 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 authority of the site by analyzing joins that link to the place you know connects from other websites so this is the core of the style that Google wielded at least many years ago now the algorithm has been much much far more complex very very different much more sophisticated but mostly it implies it signified this you know if you have a website and “youve had” 4 million connections you’ll have an expert if you have another website that had you know hundred ties it has less Authority and then quality came in to you no question you are familiar with not every attach is the same and so forth and so forth but basically associates tell a good deal about the authority that you have online so do you guys know about the the forlorn default thing that the Google bomb now okay so you retain right the holding of elections I think it was the second term that Bush was going for and parties were really upset about him you know going into office again for whatever reason so beings decided to do something kind of funny you know and kind of show their antipathy 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 with the verse dismal disappointment so once they did you know once twice you know then 1,000 experiences 10,000 durations hundred times a hundred thousand times after that Google was like well if you search for dreary failure this is the place to go so you sought for that and you went to see george w bush sheet and when the White House try to change that you know like hey Google you know we don’t like that Google said sorry it’s an algorithm that’s how it acts 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 made a lot of authority for you online and another way to establish Authority is to display information about the author there is 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 dominion will vary depending on how much you write and content and so forth but mostly you know authority significances the outcome and your social diagram this is cool scary don’t know but you know you guys have friends well at least some of you and some of you have even friends online for you so and Google knows about your friends for example if you use Twitter your friends information is public unless you you know lock your sketch if you tell Google about your Facebook page it knows about perhaps friends that you have there and so on and so on “if youre using” Gmail you know Google knows a little more about you so for software you use Google+ so Google can personalize causes based on what your friends are doing so this is Google trying to be helpful saying like hey you know your friend like this restaurant you know so when you search for best eatery in Oulu for example it could display information that your fraid friend indicated that this is good you know the same way that we do in real life you ask your friend you know 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 sketch that unquestionably affects your results so you know there has been a lot of talk but mostly when you create a profile Google basically applies a lot of information there and tries to track it and understand and you know Google is reading your forward and so on and so forth all it’s not somebody that has nothing else to do in his life and just goes through mail and like you know my mail would be so boring it’s just you know cats and you know work-related stuff not very interesting but still you know it wants to learn about you the more it knows the better and patently that is the information that Google can leverage for ads yeah okay so and your past behavior I retain one client was one of the very best moments sorry member one client you know he said like hey skills him you know 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 you know I vanished and I probed for you know our service online and we were number three and then I clicked a good deal and it became number one and he’s like I did it I don’t need you I will obstruct my coin so anyway what happened is you know Google realized that hey I can save him some time and leant this up for him since he ever sounds it but it simply worked for him only when he was logged in Google was trying to be helpful he pondered though that he found out a room to mislead Google but again that’s at least it you are familiar with generated some flame to my afternoon 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 be seen to what extent interested you guys in specific topics so search engine optimization the goal of search engine optimization is to come high quality traffic from search engines so you know a lot of talk is there is a lot of talk about the social media I mean that’s the sex new trend and I ever 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 you know like Samsung LED panel really cheap or you know if you want to find you know like a hairdresser or something do you go on Facebook and sought for like really good hairdresser so you know Google is still the monarch if you want to actually find something online and social media is different and they’re not undoubtedly you know one is not necessarily better than another they just support each other but if I have a service that I want to sell only I’m interested only in sales I want to get high-quality traffic which conveys it’s parties that really want to see information that I want to provide them want to see my services and search engine is definitely one of the one of the best ways to do it so yeah well let’s you know break down the word well the sentence so inquiry so when people search for something they are searching for a solution that very rarely parties understand this but you know there if you want to have some fun later on you can go on Google Vogue it’s a free work by Google and you can see which are the most popular you know search commands in Finland for 2013 and I guess one of the more popular was cwienke Merton ista how to understand the woman so you are familiar with people are really searching mixture for their problem okay so anyway people sought 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 difficulty apparently the the example I mentioned before cannot is actually really readily solved but still in other cases we can be more helpful so instrument 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 you know billions probably of dollars you know 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 machine has an algorithm algorithm has a pattern and if we mostly tweak our material to fit in that pattern then we optimize it and the last word optimization it’s ongoing process so it’s not something you do once and you forget I can tell you one very good example Google offsets rollouts of brand-new algorithm every whatever few months and everybody you know just wait like for a judgement day when the new algorithm modernize 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 alters the research results before you were number one for women’s clothes and now you’re crowd 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 you know quick ruses that you can do but something that you know is fundamental that’s something that will never modify okay but the optimization is ongoing process okay 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 invests and a Parral black hat means you try to manipulate search engine into giving you a better ranking than you deserve so you’re trying to basically maneuver it and white hat means you play by the rules and you try to get you know search engine ranking improved but you do it in accordance with the arrangements that you can precisely walk up to you know CEO of Google and say hey we do this and he’s like what good job very good so I can tell you a storey um 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 mostly you sign up they give you a special relate 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 exactly get the funds so anyway I opened a website where I mostly what I did is I related reviews and so forth with suggestions for movies and then made links to Amazon I conceived behave a bit cool side people can find you know movies they’re interested they can see pertained movies they can read reviews and stuff like this and then you can buy the movie on DVD and I get the coins improve the world you know so that worked for a little bit I got you know a few euros well dollars here and there and then at like hey this search engine optimization is really cool I could do something you know 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 same shade as the background so regular parties will not see it but search engine will so I studied I was really clever and for a while it had a small impact big jolt I got maybe a few dollars more but then the working day I woke up 12 o’clock in the morning went to see my computer open my statistics and looked zero I was like whoa it’s like not good let’s see what’s up started probing just for fun of it I went on Google and tried to search for my website and was like no answers my middle proceeded really low I was like oh my god what happened started searching and so on basically my sand my locate was labelled for a review somebody travelled reviewed and recognized 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 firm they can do whatever they miss you know 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 encountered a assemble I determined the assemble and the species is just like really simple there is not really much in it just give your website URL and furnish the reason why you want to be rostered again and I was like oh my god okay you can have my child you are familiar with I was really naughty I didn’t know what I was doing the alcohol tier in my blood was just way too much I genuinely repented delight satisfy Google please bring me back so you know after you submit the form they say that hey you know we’re not obligated to do anything but we’ll try and after six weeks six weeks or something I got back into the Google but it was never the same you know it never labor oh it never manipulated anymore so I had to close the site and move on to something else but that’s mostly what is blackhat you try the prank short term the search engine well the very best guys you know in tricking are the chaps “whos doing” selling viagra those guys are good you know if they leant all that effort into something else they would be you know much more perhap rich but anyways for example there are things that parties in black hat community do is they hack websites but before the the hacking of the website was really was really simplistic you know people wanted to cause damage you know and and my clients website was spoofed in 2000 I think was it a to 2009 and it was but by some Islamist group and it was like death to America you know time on the front sheet and that’s it you know those are good ones I hope those were back the above reasons for that is that you go on a website you watch a huge picture you’re like oh I’ve been hacked okay you go and you rehabilitate backup you know no problem but now they’re getting really sneaky what they do is they hack your website but you don’t notice anything sometimes “theyre trying to” even improve your website it is therefore onus better and pieces more effective and you like whoa-ho yes everything is great but when search engine goes to that website they see the search engine and they feed the search engine utterly different information than what you see when you go to visit the place so they threw links to their own website and so on really cowardly people and my Empire at the high school deteriorated because my website was hacked by Russian intruders and deleted so you know there is karma in this world you know I got what I deserved but anyway that’s that’s the story but why search engine optimization when we think about online commerce there’s so many things you can do you can do something really stupid on Facebook you can buy advertisement you can you know get listed on article websites you can do whatever why would you focus on search engine optimizer and I see one of the reasons why is that it’s really good return on investment and by good I entail really awesome if we think about you cannot perhaps see from here but if you search for you know inns in Finland people are researching I don’t remember how many times but regardless if you want to buy advertisement from Google for keyword inn it costs you three euros about four a click one click if you want to buy thousand clinks well you need a lot of cash but with search engine optimization what we can do is we can grade we can try to improve our position so when people search for word Hotel in Finland they would receive our website on the top that’s basically search 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 stimulate 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 remember 2008 or something so like few years and we can see that Google produced them 4.1 million visitors and their total amount of tourists during this whole time is 11 extent 1 million so you know 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 and I can give a and I can tell you a small secret this consumer even didn’t drive hard so there could be a lot of growth opportunity for this particular client okay so just like with passing I can tell you straight-out I know very little about passing as you can see I could use a little bit of rolling 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 time put you know shoes on when you want to start running and you simply you are familiar with roll 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 do search engine optimization you don’t need a certain degree from a university you don’t need to have money you don’t need to even have event you can get started right away today now you guys have like figment MacBooks you don’t even need that so regardless really easy to get started but just like with extending you know I couldn’t flee 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 threw as much effort as person who is training to be best in the world in moving for example so this is part that is really awesome for me is that search engine you know spectrum is always evolving there is always something terrifying and new you know video was kind of cool you know the people did a little bit of optimization for video and then Google exited and bought YouTube and our video is huge huge and then you know mobile started coming you guys have like the most awesome machines ever and you use them a lot probably much more than your computers you know many of you wake up and the first thing you do you identify for that whatsapp content or something you know you’re like did he written down me so regardless so we have a lot of things that are changing all the time there are smartphones videos there are ecommerce so much better things going on and search engine is also evolving you know when the web is evolving so there is always something new so for example now you know the video came everything comes to Finland very late in terms of you know web and the video lastly came to Finland more or less so now you know if you want it to do search engine optimization you would probably start doing video marketing and doing videos and optimizing those but “youre supposed to” seen you know you search for something online you know in Google and you find a video you know like how to how to speak to females boom how to guide 10 minutes so anyway you search for something and you attend the video ensue so for example in Finland because well Finnish parties don’t do a lot of videos you know in terms of business there is a lot of there is huge gap and a lot of opportunity so if you create a video you can get much higher position because others don’t do it so this is one of the reasons why I have the shovel the camera you know I’m trying to create content myself this way talking to you guys that I really like but likewise making sure that this lecture is beneficial for me for perhaps years to come so 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 people hopefully remember still a week after so one thing is I guess the most difficult most important thing is just content how many of you have a blog ok ok good you guys are ahead of the game and the above reasons for that is nowadays when you do marketing online it’s all about material anyway so you know if you guys are young you know you use online a lot what you care about is content because content gives you value you know it doesn’t have to be you know value doesn’t have to be money kind of value or well funny you know I necessitate like if I wanted to get a lot of views on this video I could just take one my “cat-o-nine-tail” in now on one limb and my other feline in now and precisely you know do something stupid with my felines you know become them purr or something people love cats and that is the value the recreation that’s the importance too so it doesn’t ever have to be you know very serious and you know having our you know business costume and all that cost can be anything so if you think about content content is the currency of the internet and Google payoffs fellowships that have a lot of content and it well I wouldn’t say penalizes but it doesn’t give the benefit of the high-pitched standing to people who have very little content so ordinary business website breast page business firm contact that’s it that’s about it and maybe if you’re lucky a blog that has been informed 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 try something you have a cat framed 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 particularly very far from technology let’s take a company that scavenges you know company that caters 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 mode they work they could have a blog they could have a video of how the process works for example I I never you are familiar with acquired that service that would somebody come and you know clean my house but the first thing first thing that I’m really really would be you know uneasy to know is that would they make fun of me if they came here my suite you know because it doesn’t look good when it needs a cleaning but regardless so they could have a video where they described the process you know that brings you a lot more trust in beings but video can also be optimized they could have a blog where they talk about for example things be attributed to cleaning you know the cleaning products reviews and so forth for example the government has experimented a lot of different cleaning makes they are unable to write remembers about them help people you know buy good commodities so that they can clean themselves their own house they could tell you which vacuum cleaner is good because when they buy vacuum they buy it for five years so they could actually have a lot to talk about okay music and nonsense is you know maybe not so not so you are familiar with apparently would be needed for a cleansing busines but for example presentations each time I give a talk I have a video and I have slides I positioned slides on SlideShare and I leant video on YouTube and I write a small described in my blog and on my blog I articulated video and the SlideShare file so mostly every time I talk I procreate more content and now yeah Yury even is likely to me that hey you can now give a talk about different topic so you would have something new to record so you know he is helping me out for what I certainly appreciate so the thing is is that there is a lot of offline nonsense you can do that you can transform and bring online and we are talking about digital assets every time you start some kind of content online there is unique there is an asset a digital resource that has already been that you can you know use in order to promote yourself you can also for example if I have a video I can introduce it a newsletter I can you know sell it maybe at some phase whatever that’s an asset I can leverage okay technological influences 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 example for a long time Google wouldn’t understand flash so if you had a web website develop maybe in the 90 s or early 2000 it could be really flashy you know it could use flash technology it could have like sound and everything is flying and and then in Google nothing you wouldn’t get any kind of visibility in search engine because Google cannot speak flare now it can a bit but still not as well and technical ingredients for the website are really important do you have title now title there I’m not going to go into detail but in many cases if you have a website there is usually you can time Google you know if your website is built abusing WordPress or if your website is built expending you are familiar with I don’t know whatever Drupal or something typically you are eligible to only Google Drupal search engine optimization and it gives you only tip-off on how to optimize your website that’s all but technological points 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 material that other people online want to talk about it and have you by the way seen by the way how many of you are not exerting Facebook like not in facebook there’s usually one person and you can spot him from the folio hat he has but anyway no no but time just kidding there have been a lot of pushback but whatever my feeling was really simple you have probably look lately a lot of stuff on Facebook where the claim croaks like this you know a little girl was dying and then they delivered a hound 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 regardless so those are click baits so mostly it’s commodities or content that is aimed to get parties to click so for example I don’t know one of the best ways to get I can tell you how I got a bit of a notoriety there was a program I envision a little while ago maybe like a few months or so about Russians now just when the whatever crisis was going you are familiar with intensify and so on there was a program you know us to do whatever I often I don’t remember on Tv about Russians and so forth and I went on Twitter and started tweeting about the programme and establishing my view and so on 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 schemed but anyway so you know my tweet was shown on television and so forth no problem cool neat 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 such a situation and my view about it and I wrote a blog post and so forth and then I reckoned like well cool like and share it on Facebook but no nobody will care much but I foresaw like it’d be cool if I try to use what I learn every time you know for my own sake in my personal life because this wasn’t certainly I didn’t have a blog it wasn’t my corporation blog it was my personal blog so I wrote a blog pole I tweeted but in my tweet I mentioned the lady that was the legion of the programme and she read the essay that I wrote and then she retweeted saying that hey this is a good clause and so on and then when her authority was basically embossed on my section some other parties started retweeting you know who cartels her and so forth and that’s how you know about 18,000 people understood my blog berth only thing I did was just write on Twitter you know and it got a lot of links advertising and so on so you know you have to write content that others want to talk about and you know there are many ways to do that you were able to do ever something stupid beings adore those videos okay so user experience there is something that a lot of parties don’t understand yet but I think it’s coming gradually as many other things this will land in Finland too but user know basically is really really important and it’s more or less easy to amount but if we think about it when we go when we go you know and tour a new website about two seconds we can right away tell if it’s trustworthy you know is it interesting and does it have what we need at that point in time you know we are such we’re so selfish online because nobody is standing behind us and you know looking at what we do thank God so when we browse websites online it’s just like two seconds next two seconds next you know you don’t care you don’t own any you don’t own anything to that person who started the website so it’s just like whatever so the website has very few seconds to be interesting and to provide you some sort of hook so that you stay and you know learn more and so on and you can measure that with eject proportion move charge is a percentage of people who come you know 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 know you have a problem and then navigation how good is the navigation all of those things representing out to be really important in search engine optimization because for example I give you one very simple thing a thing to think about you know when you research something on Google you click on a answer then you go and visit that website and then you come back Google knows that you came back and it throws time a bit of a minus point to that entanglement ensue because if you came back it means that that arise didn’t answer your query so customer know is very very important and hey I say a lot of things about Finland you know coming late and so on I have finished citizenship so don’t worry I genuinely affection 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 formerly and you forget about it it’s something that you do every day “if youre having” the time every week you know every month and so on you do as much as you can so but we can frame it as a process and it represents it a lot more feasible so number one research your niche there is this awesome tool called Google Adwords Keyword planner could be a much shorter name I declare but still with this tool you can go and simply search for whatever keyword you miss and it goes to show you how popular is this keyword in terms of search engine traffic it will tell you how much tournament there is in what country it is and so forth popular so you can do a lot of research so let’s say “weve had” that cleansing corporation in a small town Olu and we would want to rank you know better we would want to optimize our search engine ranking get wise higher we would go you know to this tool and pursuit you know like emptying all or cleaning services all and so forth and appropriate tools would show us how much congestion there is and most importantly on the lower part of the screen “youre seeing” relevant research calls so Google would also tell us what other inquiry calls parties use to find similar material so this way you could see maybe there is you know some feelings 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 you know because well 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 plain but something that is to be searching actively if I for example solve vacuum cleaners you know I could write a blog post about how to choose a best vacuum cleaner if you have a you know a baby you know being valuable to the person I would write material so these implement is really important to realize and catch out and is aware that people are probing how big competition there is in terms of paid push and then you can also find out that you know how large-hearted is the volume should you write content about this or about that maybe you should write about well a little different theme because it’s much more popular parties are actively sought for it good and then another really good tool to use is open site Explorer and I talked about Authority today a little bit and with this tool you can see websites Authority you can also realize where this website is getting relates from how much links and so on how valuable are those joins so if you starting a new company let’s say you’re going to sell I don’t know whatever MacBooks you are familiar with and you know you’re starting your fellowship just starting your website and so forth and you’re thinking that where can I get ties from you can time you know put your comparator there and discover where he’s getting it from and you know do a little bit of business intelligence so very simple to very easy and undoubtedly appropriate tools that I mentioned are free so you can use them yeah okay I approximates I have to wrap it up soon all right so a second thing in our process is creating optimized material well I talked a great deal about material now we’re eventually getting to the important part well if you think about it there is 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 presentation PDF file article whatever so you have to create optimized material and in many cases you still place your material on your firm website that’s how it works or if you have a personal website you want to promote we’ll still residence that material on that area so the easiest way to optimize your material is that when you create a new page for brand-new content on your website you really retain to optimize designation and meta descriptions and in numerous material management systems there are free plugins or some extensions or something that can help you you know input that metadata that Google notes valuable again something really simple really easy to understand and when you’re ride that made a data undoubtedly you have to mention keywords that you experimented before and found to be valuable to your business so for example if I appointed a YouTube video for example I’m probably going to name this video search engine optimization I don’t know like amateurs you know lecture or something I want to appeal to the specified 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 material and so forth so that when people search for something similar they will find my material yes and this is the lastly a residence where social media can help a little bit so after you have content that you procreated optimized material for the keywords you researched previously now you have to get exposure you have to get basically associates and so forth if you put your pitch-black hat on you can buy joins Google actively fights against that but you can still do it and those who tell you that buying associations doesn’t work I like 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 for example I will tell you through my personal process so when I for example organize the video I positioned on my blog then I share it on Twitter I share it on LinkedIn I go to the LinkedIn radical that I subscribed where there are other marketing beings I share it there you know and I share it also on our Facebook page it gets distributed across email newsletter and so forth so I “ve been trying to” get show to the to the content that I create and when I get more and more connections you are familiar with my expert flourishes and germinates to the point where I will be master of the universe well not really I have one cool client story I had one client patently cannot identify reputations but he said half jokingly that you are familiar with 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 upshots there are really lots of good tools to analyze answers but probably best ones are Google Analytics and Google Webmaster Tools free tools to analyze causes there are tons of diaries about it and steers and so forth so I’m not going to go into detail on those but basically once you initiated content what you can do is you can go on Google Analytics and just see that one content piece that you established and you can see how well did it do did it get revelation did it get relations you know did beings inspect how long do they stay on the site and so forth and certainly every time we compose content we want to come high search engine ranking we still have to remember we have to make money so every time somebody comes to see our blog announce or something there has to be a way for him to continue our marketings our sales pour you are familiar with and cause us his coins you know we need it for stuff so basically you know if you if you’re selling online commerce assistances like I do you know on the bottom of your blog you could write that you are familiar with like hey you know hopefully you experienced such articles on search engine optimization if “youve been” need a professional search engine optimization works you can contact us blah blah blah and many times I get business simply because people go on Google they find my give on you know SlideShare and main presentation I explain how to do everything and they call me like yeah no no like too much work could you do this for us mostly what I try to do is I try to build up my power and my basically brand and but I do that very simply I only share all the information I have and the more I share the better I do so that’s really sharing is helping yeah and then the last step very important you repeat this process for the rest of your life so you know that’s mostly in a nutshell I predicts would be the search engine optimization process but if you want to start it if you want to start it right now you maybe don’t have a company you don’t have anything I urge you delight start a blog and I know I know very few people will attend cartel me I know but basically what it will do it will provide you a substitute for a company that you can try to gain leverage you can because you know no matter what you write about you guys you know some of you do you know dancing decorate whatever you have some sort of passion you know perhaps you really like studying who knows there might be a few here that actually do so you know 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 you know make this huge it’s going to be the best swimming blog in the world but the idea is you kept google analytics there and you just think hey I started from nothing from zero you know how can I get you know at least 200 books because I can tell you these will give you much better expertise formerly you actually participate work force and start to online marketing because you will have to do something that I do every day something that you know the re coach is about and so forth you’ll be able to put it into practice and I can tell you straight you are familiar with once you want to start searching for racket you are familiar with open the job market and so forth I can tell you narration better to tell a story again I worked in lighting firm that was run by Hana pootis in Oulu and the company was called meat resonate and they only recruiting and so forth then my boss was really he’s really a great guy and I still keep in touch with him but he wanted to recruit recruit a programmer and one programmer I mull gone in contact and he said you know I don’t have you know its own experience and I think he said I don’t have education any sort of education you know for program but I have this blog and then when my boss went to 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 you know whatever only get in here make my coins so he mostly was hired because he was able to prove and again think about it formerly you gonna start you know searching for a undertaking opportunity you know if you show me your float blog or whatever and you said that you know I started it in university you know and it’s already been four years and I have mm you know customers 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 you know the process you committed to for years you originate content you realize the appraise blah blah blah means you know you one of the good guys so if you want to learn more I included some relations and URI will send the presentation along with all the links so if you want to learn more there are some navigates you know that proceed much more in depth in terms of search engine optimization but you know that’s it hopefully you liked my exhibition thank[ Applause]

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