Search Engine Optimization crash course


hello again ok ok yes the crowd croaks wildernes alright so my call is artem Danny Liang’s I’m a immigrant 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 passionate 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 preamble I predict every guest professor 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 great deal of computers you know since grade school or something in Finland parties are working in computers and I came certainly fierce about that but I didn’t want to you know play games or something like this I wanted to create programs and plainly 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 called it nirvana my first ever organized virus I announced it nirvana and what it did is once it’s in once it fouled personal computers it “ve been given” direct authority of personal computers so every time you know it in fact the computer says hey I’m online and then I could target 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 merely every time I precisely razz school teachers 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 goes 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 vocation so so to speak you know limited the criminal career was really short-lived my computer schoolteacher decided that it’s better to you know put my bring me to the lamp side so to speak so he made me a organization head in our clas and that’s how I got into servers and programming mostly he placed my efforts to good and not evil and that’s how I got into the whole web thing I simply enjoyed the idea that there is this thing called Internet and anybody can go on internet and cause something and then it can be seen by millions of people so you are familiar with things get forward and I from grade school I went to high school I went to computer one and you know things are really good my gradations were really awesome now that I’m bit older I know that you know enormous material 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 chagrin at this site now that I’m a bit older I get genuinely heavily into anime so how many of you have watched for Japanese living yes okay okay even yari fostered his hand so now we know anyway anyway I came really into that and I thought hey you know I want to first I when I started making websites it was really basic you know it simply 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 employed blinking text on his you know website and then I put you know another bigger blinking verse and so on and it was really pointless but at some level I decided hey it’d be great if I started you are familiar with initiated a website around my fascination cuz then maybe you know it would be worth something to somebody nobody cares about me but a lot of people care about Japanese animation so I create a website and you know I thought it was really good but then I “ve learned that” you know it’d be awesome if you know somebody came and actually you are familiar with toured 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 sell and you know my small place and you know a few years later proliferated into a line-up that was I ponder one of the biggest places in the world and its own category and I had almost half a million cross-file customers on the side and mostly lived off the Google money so I introduced ads on my website and then Google paid me for the clicks and so on and I patronized your best friend as alcoholic habits during weekend with that coin but very little I predict anyway the point is you know all of the abrupt I caused 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 be concerned about school after that I was like institution whatever I have ten people in my squad all over the world we’re doing this great thing you know philosophy whatever so I I hop-skip a great deal of institution maybe three to six months at a time you know my tiers exited from you are familiar with eight item something or nine to barely seven in in high school so anyway after that scarcely graduating from from there I was of the view that you are familiar with 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 announced network then university is not really for me no offense but my mind was if you want to do it it’s such a like unbelievably fast paced nature you know something that happened you know two weeks from now is old so how could university aid me and I thought that hey I wanted to create my own business I ever dreamed of becoming an entrepreneur when I was really little I require it to be either a businessman or a hitman again awfully 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 great deal of movies and you are familiar with those guys were very good the mafioso guys and the businessman chaps they even searched the same anyway I decided to pursue business career you know for the sake of all of us and started my own companionship in 2010 and my company’s purport was really simple I realized that all my marketing in itself is so much intertwined with engineering you cannot do online commerce unless you have small-scale at least understanding of technology and there is a lot of things that you know have to be desegregated technology-wise with sell in order to do really well so I formed the company I started a company called luma tie-up 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 purchasers 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 assets 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 recourse in Finland and so forth and we also have very small patrons besides this because I adoration network I absolutely enjoy it I have also other startups besides my own companionship 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 succeed 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 province basically entanglement and it’s going to change a lot and we’re just at the very beginning of it so there’s going to be a lot of opportunities so you are familiar with since I enjoy it that’s what I just wanted 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 approximately 20% of the effort so my plan today is to give you that 20% testify you what is search engine optimization at its core and provision you some certainly basic things that you can do in order to improve search engine right thoughts 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 emergence 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 set the reputation of your you know date that you’re going to meet for the first time today or something and it registers it you know tax records criminal records and so on so if you just wanted to introducing that to Finland there is one opportunity right there you know tax intelligence is is you know public datum 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 search for commodities 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 attempt and we’re not talking about Google we have some foreign students now 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 are Baidu there are and X you know 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 people and for example if you if you never if you never tried you could try sometime and put in Google timer twenty minutes and it will start a timer you are eligible to situated a flight list and it will give you a flight information and for example here I try to search for a word called alien obviously one of my favorite movies of all time really enjoy that thing so Google speedily decided that the movie is probably what I’m referring to so it displayed information about the movie right away so the inquiry nature that highway in place you know if it’s for example somebody’s mention 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 orientation if you go on Google and you sought for best diner precisely best restaurant it will show you all eateries and not you are familiar with good diners in for example Dubai or somewhere so Google knows your location from your IP address and from your fixes perhaps 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 storey but anyway the thing is is that the behavior that Google changed the search engine field was really simple but again very complex you know before Google came on you know online started working and rendering 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 tie-ups that link to the locate you are familiar with joins from other websites so this is the core of the way that Google manipulated at least many years ago now the algorithm has been much much much more complex terribly very different much more sophisticated but mostly it intends it wanted this you know if you have a website and “youve had” 4 million associates you’ll have an sovereignty if you have another website that had you are familiar with hundred connects it has less Authority and then quality came in to you no question you know not every connect is the same and so on and so on but basically associates tell a great deal about the authority that you have online so do you guys know about the the lamentable flop thing that the Google bomb now okay so you retain right the elections I think it was the second term that Bush was going for and beings were really upset about him you know going into office again for whatever reason so parties decided to do something kind of funny you know and kind of show their despise for the president so what they did is they kind of talked amongst one another webmasters and they decided hey let’s link to White House page about George W Bush with the with the verse contemptible failure so once they did you are familiar with formerly twice you know then 1,000 epoches 10,000 occasions hundred times a hundred thousand times after that Google was like well if you search for dismal downfall this is the place to go so you search for that and you went to george w shrub sheet and when the White House try to change that you are familiar with like hey Google you know we don’t like that Google said sorry it’s an algorithm that’s how it exertions 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 relation appointed a great deal of arbiter 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 of more approval depending on the way in which much you write and material and so on but basically you know authority bangs results and your social graph this is cool scary don’t know but you know you guys have friends well at least part 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 chart if you tell Google about your Facebook page it knows about perhaps friends that have already been there and so forth and so on if you use Gmail you know Google knows a little more about you so for software you use Google+ so Google can personalize reactions 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 sought 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 simply random reply from somebody else okay so your profile that certainly impacts your results so you know there has been a lot of talk but basically when you create a profile Google mostly throws a lot of information there and tries to track it and understand and you know Google is predicting your forward and so forth and so on 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 clearly that is the information that Google can leverage for ads yeah okay so and your past behaviour I recollect one client was one of the best minutes sorry representative one client you know he said like hey artworks 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 travelled and I researched for you know our service online and we were number three and then I sounded a good deal and it became number one and he’s like I did it I don’t need you I will continue my fund so anyway what the hell happened is you know Google realized that hey I can save him some time and placed this up for him since he always sounds it but it simply worked for him only when he was logged in Google was trying to be helpful he reviewed though that he found out a road to mislead Google but again that’s at least it you know made some light-colored 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 see how interested you guys in special topics so search engine optimization the goal of search engine optimization is to get 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 seductive new veer 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 you know like Samsung LED panel genuinely 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 emperor if you want to actually find something online and social media is different and they’re not necessarily 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 time I’m interested time in marketings I just wanted to get high-quality traffic which signifies it’s parties that are actually 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 decision so rummage so when people search for something they are searching for a solution that very rarely beings 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 service by Google and you can see which are the most popular you know search messages in Finland for 2013 and I foresee one of the more popular was cwienke Merton ista how to understand the woman so you know beings are really seeking answer for their problem okay so anyway people sought for a answer so when you provide when you think about search engine optimization you have to think about how I can solve somebody’s problem undoubtedly 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 are familiar with 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 basically tweak our content 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 formerly and you forget I can tell you one very good example Google induces rollouts of new algorithm every whatever few months and everybody you know just wait like for a judgement day when the new algorithm update comes because when brand-new algorithm inform comes it deepens the pattern and it goes through all the websites pushes it through the pattern and then varies the results before you were number one for women’s invests 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 jokes that you can do but something that you know is fundamental that’s something that will never change okay but the optimization is ongoing process okay so here I can tell the story in SEO world there is a term called pitch-black hat and grey hat and no it’s not about invests and a Parral black hat means you try to control 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 you know search engine ranking improved but you do it in accordance with the rules that you can exactly march up to you know CEO of Google and say hey we do this and he’s like what good occupation very good so I can tell you a fib um when I was in high school wanted to earn a little bit extra cash I started an internet site 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 link you cast people through that link to Amazon anything they buy you get 10% or whatever I don’t remember quite simple I thought hey I would be stupid not to are benefiting from such a great opportunity sit on my ass and do nothing and time get the monies so anyway I opened an internet site where I mostly what I did is I linked reviews and so forth with suggestions for movies and then applied links to Amazon I imagined behave a bit cool side people can find you know movies they’re interested they can see associated movies there is an opportunity predict the examinations and nonsense 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 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 are familiar with like forget the links I’m gonna do something smart I’m going to add a good deal of keywords on the website and make it same emblazon as the background so ordinary beings will not see it but search engine will so I fantasized I was really clever and for a while it had a small impact tiny jolt I went maybe a few dollars more but then one day I rouse up 12 o’clock in the morning went to my computer open my statistics and witnessed zero I was like whoa it’s like not good let’s see what’s up started scouring just for fun of it I went on Google and tried to search for my website and was like no causes my feeling went certainly low-spirited I was like oh my god what happened started scouring and so forth basically my beach my locate was tagged for a review somebody exited investigated and realise 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 busines they can do whatever they demand you are familiar with so I was like okay okay what do i do what do I do now of course I removed the verse and I’m like okay okay okay okay okay okay okay I learnt a sort I ascertained the constitute and the use is just like really simple there is not really much in it just give your website URL and accommodate the reason why you want to be listed 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 degree in my blood was just way too much I actually regretted satisfy please 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 toiled 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 ruse short term the search engine well the best people you know in tricking are the guys who are selling viagra those guys are good you know if they applied all that effort into something else they would be you know much more perhap rich but anyways for example there are things that beings in pitch-black hat society do is they hack websites but before the the hacking of the website was really was really naive you know people wanted to cause damage you know and and my purchasers 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 you know time on the front page and that’s it you know those are good ones I care those were back the reason for that is that you go on a website you ascertain a huge picture you’re like oh I’ve been spoofed okay you go and you reinstate backup you know no problem but now they’re getting certainly sneaky what the fuck is do is they hack your website but you don’t notice anything sometimes they try to even improve your website so it consignments more effective and duties better 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 absolutely different information than what you see when you go to visit the site so they introduced links to their own website and so forth truly stealthy guys and my Empire at the high school disintegrated because my website was hacked by Russian intruders and removed 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 “ve been thinking 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 mull one of the reasons is that it’s really good return on investment and by good I necessitate really awesome if we think about you cannot maybe see from here but if you search for you know inns in Finland people are searching I don’t remember how many times but regardless if you want to buy advertisement from Google for keyword inn it expenditure you three euros about four a click one click if you want to buy thousand sounds well you need a lot of money but with search engine optimization what we can do is we are able to rank 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 just wanted to clear 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 reckon 2008 or something so like few years and we can see that Google fetched them 4.1 million pilgrims and their total amount of guests during this whole time is 11 point 1 million so you know if you think about it what else are you able do in terms of online marketing that can give you such good returns for such a very long time and I can give a and I can tell you a small secret this patient even didn’t drive hard so there could be a lot of raise opportunity for this particular client okay so just like with leading I can tell you directly I know very little about running as “youre seeing” I could use a little of running but that’s ought to have the next dream so to speak after everything working out in the business but just like running it’s really easy to get started exactly put you know shoes on when you want to start running and you simply you know operate 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 certain 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 figment MacBooks you don’t even need that so anyway really easy to is starting but just like with extending you know I couldn’t race a marathon even though they are 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 placed as much effort as person who is training to be best in the world in extending 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 impressive and brand-new you know video was kind of cool you know the people did a little 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 inventions 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 realise for that whatsapp message or something you know you’re like did he written down me so anyway 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 finally 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 commerce and doing videos and optimizing those but “youre supposed to” seen you know you search for something online you know in Google and you hear a video you are familiar with like how to how to speak to dames boom how to guide 10 hours so regardless you search for something and you picture the video cause so for example in Finland because well Finnish beings 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 dig the camera you know I’m trying to create content myself this direction talking to you guys that I really like but also making sure that this castigate will benefit me for perhaps coming year so so let’s go to the key factors of search engine optimization some of the things that we are able to of us do and something that you are eligible to people hopefully remember still a week after so one thing is I predicts the most difficult most important thing is just material how many of you have a blog ok 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 regardles 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 symbolize 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 appendage and my other cat in now and only you know do something stupid with my “cat-o-nine-tails” you are familiar with become them purr or something parties adoration cats and that is the value the amusement that’s the price also so it doesn’t always have to be you know very serious and you know having our you know business costume and all that quality can be anything so if you think about content content is the currency of the internet and Google wages business that have a lot of content and it well I wouldn’t say rewards but it doesn’t give the benefit of the high-pitched ranking to people who have very little content so normal business website front page works firm 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 material 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 employed 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 highly very far from technology let’s take a company that cleanses you know company that stipulates 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 road they drive they could have a blog they could have a video of how the process works for example I I never you are familiar with obtained 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 “re making fun” of me if they came here my apartment you know because it doesn’t look good when it needs a cleaning but anyway 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 related to scavenging you know the cleaning concoctions reviews and so forth for example they have measured a lot of different cleaning commodities they could write critiques about them help people you know buy good makes 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 trash is you know maybe not so not so you know apparently would be needed for a cleaning company but for example introductions each time I give a talk I have a video and I have moves I made moves on SlideShare and I framed video on YouTube and I write a small description of my blog and on my blog I set video and the SlideShare file so mostly every time I talk I originate more content and now yeah Yury even suggested 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 genuinely appreciate so the thing is 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 resources every time you develop some kind of content online there is unique there is an asset a digital resource that have 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 employ it a newsletter I can you know sell it maybe at some level whatever that’s an asset I can leverage okay technical parts 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 flash 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 merely Google you know if your website is built working WordPress or if your website is built squandering you are familiar with I don’t know whatever Drupal or something usually you are eligible to just Google Drupal search engine optimization and it gives you exactly tips on how to optimize your website that’s all but technical 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 content that other people online would like to speak about it and have you by the way seen by the way how many of you are not applying Facebook like not in facebook there’s usually one person and you can spot him from the folio hat he has but regardless no no but time just kidding there have been a lot of pushback but whatever my meaning was really simple you have probably envision lately a lot of trash on Facebook where the entitle proceeds like this you know a little girl was dying and then they delivered a bird-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 regardless so those are click baits so mostly it’s articles or material that is aimed to get parties to sounds 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 publicity there was a program I believe 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 escalate 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 on and I went on Twitter and started tweeting about the program and devoting my opinion and so forth and my tweet was shown on television it was like yes success my face on the television well regardless 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 regardless so you know my tweet was shown on television and so forth no problem cool delightful 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 opinion about it and I wrote a blog post and so forth and then I imagined like well cool like and share it on Facebook but no nobody will care much but I belief like it’d be cool if I try to use what I school every time you know for my own purpose in my personal life because this wasn’t apparently I didn’t have a blog it wasn’t my firm blog it was my personal blog so I wrote a blog berth I tweeted but in my tweet I mentioned the madam that was the emcee of the programme and she read the commodity that I wrote and then she retweeted saying that hey this is a good essay and so forth and then when her sovereignty was basically stamped on my commodity some other beings started retweeting you know who cartels her and so on and that’s how you know about 18,000 parties participated my blog pole simply thing I did was just write on Twitter you know and it got a lot of connects advertising and so forth so you know you have to write content that others would like to speak about and you know there are many ways to do that it is able to do always something stupid beings adoration those videos okay so user suffer there is one thing that a lot of people don’t understand more but I think it’s coming gradually as many other things this will acre in Finland too but user know-how mostly is really really important and it’s more or less easy to value 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 created 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 forth and you can measure that with ricochet charge jump 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 dallying 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 reaction then you go and visit that website and then you come back Google knows that you came back and it renders just a bit of a minus point to that web develop because if you came back it means that that ensue didn’t answer your query so used knowledge is very very important and 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 genuinely adore this country but regardless 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 “youve had” 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 forms it a lot more practicable so 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 only search for whatever keyword you demand and it goes to show you how popular is this keyword in terms of search engine traffic it will tell you how much rivalry there is in what country it is and so forth favourite 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 onto higher we would go you know to this tool and investigation you know like emptying all or cleaning services all and so on and appropriate tools would show us how much congestion there is and most importantly on the lower part of the screen “youre seeing” pertained inquiry words so Google would also tell us what other investigation expressions beings use to find similar content so this way you could see maybe there is you know some minds for material 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 instrument I got something that is relevant to my field but something that is to be scouring 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 understand what parties are scouring how big competition there is in terms of paid push and then you can also find out that you know how big-hearted 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 beings are actively searching 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 discover where this website is getting connects from how much links and so forth how valuable are those associates so if you starting a “companies ” 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 company just beginning your website and so forth and you’re thinking that where can I get associations from you are eligible to time you know put your comparator there and witness where he’s getting it from and you know do a little bit of business intelligence so very simple to very easy and undoubtedly the tools that I mentioned are free so you can use them yeah okay I guess I have to wrap it up soon all right so a second thing in our process is creating optimized content well I talked a great deal about material now we’re lastly 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 content and in many cases you still place your material on your busines website that’s how it runs or if you have a personal website you want to promote we’ll still residence that material on that area so the most effective way to optimize your content is that when you create a new page for brand-new material on your website you just remember to optimize entitlement and meta descriptions and in many content management systems there are free plugins or some expansions or something that can help you you know input that metadata that Google experiences valuable again something really simple really easy to understand and when you’re razz that made a data obviously you have to mention keywords that you researched before and found to be valuable to your business so for example if I created a YouTube video for example I’m probably going to name this video search engine optimization I don’t know like novices you know lecture or something I want to appeal to the appointed 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 spoke google adwords keyword implement and this and that and getting backlinks and valuable content and so on so that when people search for something similar they will find my material yes and this is the lastly a arrange where social media can help a little bit so after you have content that you caused optimized material for the keywords you experimented previously now you have to get exposure you have to get basically relation and so on if you put your pitch-black hat on you can buy relates Google actively opposes against that but you can still do it and those who tell you that buying relations doesn’t work I like because how Google can now if it’s both attached or not know how it can have some kind of new ideas but there is no way to be informed about sure as shooting so in order to for example I will tell you through my personal process so when I for example originate the video I posted 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 are familiar with and I share it also on our Facebook page it gets distributed through email newsletter and so forth so I “ve been trying to” get exposure to the to the content that I create and when I get more and more connects you are familiar with my approval originates and thrives to the point where I will be master of the universe well not really I have one cool client story I had one client apparently cannot refer refers 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 results there are really lots of good tools to analyze develops but probably best ones are Google Analytics and Google Webmaster Tools free tools to analyze causes there are tons of books about it and guides and so forth so I’m not going to go into detail on those but mostly formerly you made 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 exposure did it get joins you are familiar with did beings call how long make they stay on the locate and so on and undoubtedly every time we organize content we are intending 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 berth or something there has to be a way for him to continue our marketings our auctions funnel you know and yield us his monies you know we need it for stuff so basically you know if you if you’re selling online marketing services like I do you are familiar with on the bottom of your blog you could write that you know like hey you are familiar with hopefully you experienced this article on search engine optimization if you ever need health professionals search engine optimization business you can contact us blah blah blah and many times I get business only because people go on Google they find my performance on you know SlideShare and main presentation I explain how to do everything and they announce 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 power and my basically label and but 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 helping yeah and then the last step very important you repeat this process for the rest of your life so you know that’s basically 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 please start a blog and I know I know very few people will care rely me I know but mostly what it will do it will be opened by 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 painting whatever you have some sort of passion you know maybe 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 once you actually enter 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 teach is about and so forth you’ll be able to framed it into practice and I can tell you straight-out you know formerly you want to start sought for racket you know recruit the job market and so on I can tell you story better to tell a story again I wreaked in lighting company that was run by Hana pootis in Oulu and the company was announced meat resemble and they only recruiting and so on 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 visualize get in touch 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 programme but I have this blog and then when my boss went to see his blog he realized that this person has been blogging for like seven years about programming he was just reading and reading and he’s like you hired you know whatever merely get in here take my funds 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 enterprise opportunity you know if you is demonstrated by your swimming 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 are familiar with readers 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 make content you realize the value blah blah blah means you know you one of the good guys so if you want to learn more I included some attaches and URI will send the presentation along with all the links so if you want to learn more there are some steers you know that become much more in depth in terms of search engine optimization but you know that’s it hopefully you liked my give thank[ Applause]

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