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ipt hello again ok ok yes the crowd goes wild alright so my name is artem Danny Liang's I'm a foreigner I've been living in Finland now soon 20 years I originally moved from Saint Petersburg Russia but I promise you I come in peace alright so I want to tell you about a few 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 quick crash course in search engine optimization and maybe provide a few reasons why should you even care all right so it's usually a little bit of introduction I guess every guest lecturer has provided some sort of background about her or himself I'll give you a little bit about mine so when I came to Finland I had access to a lot of computers you know since grade school or something in Finland people are working in computers and I got really passionate about that but I didn't want to you know play games or something like this I wanted to create programs and obviously 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 created virus I called it nirvana and what it did is once it's in once it infected the computer it gave me direct control of the computer so every time you know it in fact the computer says hey I'm online and then I could direct the computer if there are many computers then they started to form a group and then the group said hey you know we're group number 47 we're online so that was pretty Russian of me right anyway and what I didn't do anything bad or anything just every time I just tease my teacher so every time there was a computer class or something and he was or she was you know teaching us turbo Pascal I was like let's put 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 anyway my career so so to speak you know limited the criminal career was really short-lived my computer teacher decided that it's better to you know put my bring me to the light side so to speak so he made me a system administrator in our school and that's how I got into servers and programming basically he directed my efforts to good and not evil and that's how I got into the whole web thing I just loved the idea that there is this thing called Internet and anybody can go on internet and create something and then it can be seen by millions of people so you know things went forward and I from grade school I went to high school I went to 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 great stuff but at that time I was really pushing for good grades and now I got a lot of scholarship stuff you know got some money when you know woohoo but then I started to dig deeper into programming and you know to my maybe shame at this point now that I'm a bit older I got really heavily into anime so how many of you have watched for Japanese animation yes okay okay even yari raised his hand so now we know anyway anyway I got really into that and I thought hey you know I want to first I when I started creating websites it was really basic you know it just 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 put blinking text on his you know website and then I put you know another bigger blinking text and so forth and it was really pointless but at some point I decided hey it'd be great if I started you know created a website around my passion 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 realized that you know it'd be awesome if you know somebody came and actually you know visited 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 marketing and you know my small side and you know a few years later grew into a side that was I think one of the biggest sites in the world and its own category and I had almost half a million registered users on the side and basically lived off the Google money so I put ads on my site and then Google paid me for the clicks and so forth and I sponsored my friends as alcoholic habits during weekend with that money but very little I promise anyway the point is you know all of the sudden I created something out of nothing and it was actually making money and so forth and it was such a wonderful experience such a great thing that I didn't really care about school after that I was like school whatever I have ten people in my team all over the world we're doing this great thing you know philosophy whatever so I I skipped a lot of school maybe three to six months at a time you know my grades went from you know eight point something or nine to barely seven in in high school so anyway after that barely graduating from from there I decided that you know I went to university and I had a pleasure of sleeping at some of the really good lectures in all the university and after that I decided that it's just not for me if I want to do this thing called web then university is not really for me no offense but my idea 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 help me and I thought that hey I wanted to create my own business I always dreamed of becoming an entrepreneur when I was really little I want it to be either a businessman or a hitman again very Russian of me right it's all stereotypes but I don't drink vodka so anyway when I was little I didn't really know you know what hitman does and so forth I watched a lot of movies and you know those guys were the best the mafioso guys and the businessman guys 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 company in 2010 and my company's aim was really simple I realized that all my marketing in itself is so much intertwined with technology you cannot do online marketing unless you have small at least understanding of technology and there is a lot of things that you know have to be mixed technology-wise with marketing in order to do really well so I formed the company I started a company called luma link in Oulu in 2010 and now we are operating in Finland and in Russia we just recently opened an office in Russia and things been good going pretty well we have very small clients to very large clients so you know in Russia for example we have Ministry of Culture and you know some of the biggest realtor real yeah companies that sell basically properties 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 forth and we also have very small clients besides this because I love web I truly love it I have also other startups besides my own company that have some other things and I got involved in a lot of things that I do so you know when people ask me where do I work I always say this is where the money comes from but then there is these that these this and this project and I'm thinking about that and there is this going on and this in planning phase and this fundraising you know for me I think it's wonderful it's wonderful it's such a interesting field basically web and it's going to change a lot and we're just in the beginning of it so there's going to be a lot of opportunities so you know since I love it that's what I want to do but maybe closer to the topic before you guys start living so there is a Pareto principle that says you know 80% of the effect comes from roughly 20% of the effort so my idea today is to give you that 20% show you what is search engine optimization at its core and provide you some really basic things that you can do in order to improve search engine right thinking for possibly your website your clients 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 see 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 put the name of your you know date that you're going to meet for the first time today or something and it shows it you know tax records criminal records and so forth so if you want to bring that to Finland there is one opportunity right there you know tax information is is you know public information so imagine women and now there is you know face detection and everything so she could just take a selfie with him you know 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 employers we search for products we search for whatever what are the things that affect the search results that we get one is the query type so Google has put a lot of effort and we're not talking about Google we have some foreign students here for example and 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 you 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 can put a flight number and it will give you a flight information and for example here I try to search for a word called alien definitely one of my favorite movies of all time just love that thing so Google quickly decided that the movie is probably what I'm referring to so it displayed information about the movie right away so the query type that way in putting you know if it's for example somebody's name 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 location if you go on Google and you search for best restaurant just best restaurant it will show you all restaurants and not you know good restaurants in for example Dubai or somewhere so Google knows your location from your IP address and from your settings possibly and so on and so forth so 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 story but anyway the thing is is that the way 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 providing search results were used to now there were other search engines but what Google founders came about is an algorithm I think it's now much less used but it was the PageRank algorithm it was the idea that you could estimate authority of the site by analyzing links that link to the site you know links from other websites so this is the core of the way that Google worked at least many years ago now the algorithm has been much much much more complex very very different much more sophisticated but basically it means it meant this you know if you have a website and you have 4 million links you'll have an authority if you have another website that had you know hundred links it has less Authority and then quality came in to you no question you know not every link is the same and so forth and so forth but basically links tell a lot about the authority that you have online so do you guys know about the the miserable failure thing that the Google bomb now okay so you remember right the elections I think it was the second term that Bush was going for and people were really upset about him you know going into office again for whatever reason so people decided to do something kind of funny you know and kind of show their dislike for the president so what they did is they kind of talked amongst each other webmasters and they decided hey let's link to White House page about George W Bush with the with the text miserable failure so once they did you know once twice you know then 1,000 times 10,000 times hundred times a hundred thousand times after that Google was like well if you search for miserable failure this is the place to go so you search for that and you went to george w bush page and when the White House 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 works but then they may change to the algorithm in order to prevent that so it doesn't work anymore like that but it used to before so links created a lot of authority for you online and another way to establish Authority is to display information about the author there 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 authority depending on how much you write and content and so forth but basically you know authority impacts results and your social graph 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 profile if you tell Google about your Facebook page it knows about possibly friends that you have there and so forth and so forth if you use Gmail you know Google knows a little bit more about you so for software you use Google+ so Google can personalize results based on what your friends are doing so this is Google trying to be helpful saying like hey you know your friend like this restaurant you know so when you search for best restaurant 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 profile that definitely impacts your results so you know there has been a lot of talk but basically when you create a profile Google basically puts a lot of information there and tries to track it and understand and you know Google is reading your mail and so forth 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 obviously that is the information that Google can leverage for ads yeah okay so and your past behavior I remember one client was one of the best moments sorry member one client you know he said like hey arts 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 went and I searched for you know our service online and we were number three and then I clicked a lot and it became number one and he's like I did it I don't need you I will keep my money so anyway what happened is you know Google realized that hey I can save him some time and put this up for him since he always clicks it but it only worked for him only when he was logged in Google was trying to be helpful he thought though that he found out a way to cheat Google but again that's at least it you know brought some light 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 the topic 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 sexy new trend and I always say like well yeah social media is cool but when you want to buy a new TV do you go on Facebook and search for like 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 search for like really good hairdresser so you know Google is still the king if you want to actually find something online and social media is very 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 just I'm interested just in sales I want to get high-quality traffic which means it's people 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 search so when people search for something they are searching for a solution that very rarely people understand this but you know there if you want to have some fun later on you can go on Google Trends it's a free service by Google and you can see which are the most popular you know search words in Finland for 2013 and I think one of the most popular was cwienke Merton ista how to understand the woman so you know people are really seeking solution for their problem okay so anyway people search for a solution so when you provide when you think about search engine optimization you have to think about how I can solve somebody's problem obviously the the example I mentioned before cannot be really easily solved but still in other cases we can be more helpful so engine there is another word we need to understand and is a machine and at Google it's a very complex machine nowadays we're talking about 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 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 once and you forget I can tell you one very good example Google makes 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 new algorithm update comes it changes the pattern and it goes through all the websites pushes it through the pattern and then changes the results before you were number one for women's clothes and now you're number 479 which is basically nothing so the algorithm is changing all the time and that's why the things that I'm going to talk about today are not you know quick tricks 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 black hat and white hat and no it's not about clothes 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 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 the way that you can just 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 story 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 basically you sign up they give you a special link you send people through that link to Amazon anything they buy you get 10% or whatever I don't remember very simple I thought hey I would be stupid not to take advantage of such a great opportunity sit on my ass and do nothing and just get the monies so anyway I opened a website where I basically what I did is I linked reviews and so forth with suggestions for movies and then put links to Amazon I thought behave a bit cool side people can find you know movies they're interested they can see related movies they can read reviews and stuff like this and then you can buy the movie on DVD and I get the monies improve the world 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 color as the background so normal people will not see it but search engine will so I thought I was really clever and for a while it had a small impact small impact I got maybe a few dollars more but then one day I woke up 12 o'clock in the morning went to my computer open my statistics and saw zero I was like whoa it's like not good let's see what's up started searching just for fun of it I went on Google and tried to search for my website and was like no results my heart went really low I was like oh my god what happened started searching and so forth basically my sand my site was tagged for a review somebody went reviewed and realized I was trying to beat the system and they removed me and then I realized that you know being part of the Google search is not a national right it's a private corporation they can do whatever they want 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 found a form I found the form and the form is just like really simple there is not really much in it just give your website URL and provide the reason why you want to be listed again and I was like oh my god okay you can have my child you know I was really naughty I didn't know what I was doing the alcohol level in my blood was just way too much I really regretted please please Google please bring me back so you know after you submit the form they say that hey 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 worked oh it never worked anymore so I had to close the site and move on to something else but that's basically what is blackhat you try the trick short term the search engine well the best guys you know in tricking are the guys who are selling viagra those guys are good you know if they put all that effort into something else they would be you know much more maybe rich but anyways for example there are things that people 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 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 just on the front page and that's it you know those are good ones I wish those were back the reason for that is that you go on a website you see a huge picture you're like oh I've been hacked okay you go and you restore backup 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 they try to even improve your website so it loads better and works better and you like whoa-ho yes everything is great but when search engine goes to that website they detect the search engine and they feed the search engine absolutely different information than what you see when you go to visit the site so they put links to their own website and so forth really sneaky guys and my Empire at the high school crumbled because my website was hacked by Russian hackers and deleted 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 marketing 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 think one of the reasons is that it's really good return on investment and by good I mean really awesome if we think about you cannot maybe see from here but if you search for you know hotels in Finland people are searching I don't remember how many times but anyway if you want to buy advertisement from Google for keyword hotel it costs you three euros about four a click one click if you want to buy thousand clicks well you need a lot of cash but with search engine optimization what we can do is we can rank we can try to improve our ranking so when people search for 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 make something happen today search engine optimization is not for you better to invest into ads or something else but here is one client of mine pretty big client in Finland and this is their Google Analytics summary from I think 2008 or something so like few years and we can see that Google brought them 4.1 million visitors and their total amount of visitors during this whole time is 11 point 1 million so 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 client even didn't drive hard so there could be a lot of growth opportunity for this particular client okay so just like with running I can tell you straight I know very little about running as you can see I could use a little bit of running but that's have been the next dream so to speak after everything works out in the business but just like running it's really easy to get started just put you know shoes on when you want to start running and you just you know run anybody can do it you really don't need shoes actually in Finland now maybe in this weather you really need but anyway just like running anybody can start doing search engine optimization you don't need a degree from a university you don't need to have money you don't need to even have experience you can get started right away today now you guys have like fancy MacBooks you don't even need that so anyway really easy to get started but just like with running you know I couldn't run a marathon even if I tried and just like running search engine optimization in order to be good like one of the best in the world you need to put as much effort as person who is training to be best in the world in running 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 awesome and new you know video was kind of cool you know the people did a little bit of optimization for video and then Google went and bought YouTube and our video is huge huge and then you know mobile started coming you guys have like the most awesome devices 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 see for that whatsapp message or something you know you're like did he write to 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 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 marketing and doing videos and optimizing those but you probably seen you know you search for something online you know in Google and you see a video you know like how to how to speak to ladies boom how to guide 10 minutes so anyway you search for something and you see the video result so for example in Finland because well Finnish people don't do a lot of videos 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 way talking to you guys that I really like but also making sure that this lecture will benefit me for maybe 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 guys hopefully remember still a week after so one thing is I guess the biggest most important thing is just content how many of you have a blog ok ok good you guys are ahead of the game and the reason for that is nowadays when you do marketing online it's all about content anyway so 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 it can be funny you know I mean like if I wanted to get a lot of views on this video I could just take one my cat in here on one arm and my other cat in here and just you know do something stupid with my cats you know make them purr or something people love cats and that is the value the entertainment that's the value also so it doesn't always have to be you know very serious and you know having our you know business costume and all that value can be anything so if you think about content content is the currency of the internet and Google rewards companies that have a lot of content and it well I wouldn't say punishes but it doesn't give the benefit of the high ranking to people who have very little content so typical business website front page services company contact that's it that's about it and maybe if you're lucky a blog that has been updated in 2010 that's if you are lucky so basically there's very little content and in terms of the search engine what a search engine think well what is this there's like three pages come on try something you have a cat put it on you know do something but you can do a lot of things if you think about content for example let's imagine something very very far from technology let's take a company that cleans you know company that provides cleaning services in all the region they can do a lot in terms of the content in order to rank better in Google for example they could describe the way they work they could have a blog they could have a video of how the process works for example I I never you know purchased 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 anxious to know is that would they make fun of me if they came to 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 people but video can also be optimized they could have a blog where they talk about for example things related to cleaning you know the cleaning products reviews and so forth for example they have tested a lot of different cleaning products they could write reviews about them help people you know buy good products so that they can clean themselves their own house they could tell you which vacuum cleaner is good because when they buy vacuum they buy it for five years so they could actually have a lot to talk about okay music and stuff is you know maybe not so not so you know apparently would be needed for a cleaning company but for example presentations every time I give a talk I have a video and I have slides I put slides on SlideShare and I put video on YouTube and I write a small description of my blog and on my blog I put video and the SlideShare file so basically every time I talk I create more content and now yeah Yury even suggested to me that hey you can now give a talk about different topic so you would have something new to record so you know he is helping me out for what I really 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 assets every time you create some kind of content online there is unique there is an asset a digital asset that you have that you can you know use in order to promote yourself you can also for example if I have a video I can put it a newsletter I can you know sell it maybe at some point whatever that's an asset I can leverage okay technical factors that's the nitty-gritty part that's the part that I like a lot so well I'll give you an example that for example for a long time Google wouldn't understand flash so if you had a web website develop maybe in the 90s 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 read flash now it can a bit but still not as well and technical factors for the website are really important do you have title here title there I'm not going to go into detail but in many cases if you have a website there is usually you can just Google you know if your website is built using WordPress or if your website is built using you know I don't know whatever Drupal or something usually you can just Google Drupal search engine optimization and it gives you just tips on how to optimize your website that's all but technical factors are really important and authority you have to have a lot of backlinks and you have to have authorship so again not going into nitty gritty but the best way to remember how to handle authorship is and to get authorities you have to create such good content that other people online want to talk about it and have you by the way seen by the way how many of you are not using 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 just just kidding there have been a lot of pushback but whatever my idea was really simple you have probably seen lately a lot of stuff on Facebook where the title goes like this you know a little girl was dying and then they brought a dog and then you will not believe what happened next and then you're like ah now I have to click it so because I want to know what happened to the little girl I'm not made of stone so anyway so those are click baits so basically it's articles or content that is aimed to get people 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 publicity there was a program I think a little while ago maybe like a few months or so about Russians now just when the whatever crisis was going you know escalating and so forth 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 program and giving my opinion and so forth and my tweet was shown on television it was like yes success my face on the television well anyway it's the second time my face was on television I was also for a few minutes on Layana Lola on the TV but nothing to brag about to be honest things didn't go as planned but anyway so you know my tweet was shown on television and so forth no problem cool nice but then after that well after that he was a lefty call but that's another story but after that I decided hey I will write a blog post about this situation and my opinion about it and I wrote a blog post and so forth and then I thought like well cool like and share it on Facebook but no nobody will care much but I thought like it'd be cool if I try to use what I teach every time you know for my own sake in my personal life because this wasn't obviously I didn't have a blog it wasn't my company blog it was my personal blog so I wrote a blog post I tweeted but in my tweet I mentioned the lady that was the host of the program and she read the article that I wrote and then she retweeted saying that hey this is a good article and so forth and then when her authority was basically stamped on my article some other people started retweeting you know who trusts her and so forth and that's how you know about 18,000 people saw my blog post only thing I did was just write on Twitter you know and it got a lot of links publicity and so forth 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 could do always something stupid people love those videos okay so user experience there is something that a lot of people don't understand yet but I think it's coming slowly as many other things this will land in Finland also but user experience basically is really really important and it's more or less easy to measure but if we think about it when we go when we go you know and visit 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 bounce rate bounce rate 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 playing out to be really important in search engine optimization because for example I give you one very simple thing a thing to think about you know when you search something on Google you click on a result then you go and visit that website and then you come back Google knows that you came back and it gives just a bit of a minus point to that web result because if you came back it means that that result didn't answer your query so user experience 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 really love this country but anyway so now to the last part of the talk so search engine as a search engine optimization as a process I mentioned that it's an ongoing process it's not something you do once and you forget about it it's something that you do every day if you have the time every week you know every month and so forth you do as much as you can so but we can frame it as a process and it makes it a lot more manageable 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 just search for whatever keyword you want and it will show you how popular is this keyword in terms of search engine traffic it will tell you how much competition there is in what country it is and so forth popular so you can do a lot of research so let's say we had that cleaning company in a small town Olu and we would want to rank you know better we would want to optimize our search engine ranking get it higher we would go you know to this tool and search you know like cleaning all or cleaning services all and so forth and the tool would show us how much traffic there is and most importantly on the lower part of the screen you can see related search terms so Google would also tell us what other search terms people use to find similar content so this way you could see maybe there is you know some ideas for content so when you are still staring at that blank screen and you think okay I'm now working in this company and they sell this and I have to write this content 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 field but something that people are 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 pet you know being valuable to the person I would write content so these tool is really important to realize and find out and understand what people are searching how big competition there is in terms of paid advertising and then you can also find out that you know how big is the volume should you write content about this or about that maybe you should write about well a bit different subject because it's much more popular people are actively searching for it 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 see where this website is getting links from how much links and so forth how valuable are those links so if you starting a new company let's say you're going to sell I don't know whatever MacBooks you know and you know you're starting your company just starting your website and so forth and you're thinking that where can I get links from you can just you know put your comparator there and see where he's getting it from and you know do a little bit of business intelligence so very simple to very easy and obviously 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 lot about content now we're finally 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 content on your company website that's how it works or if you have a personal website you want to promote we'll still house that content on that side so the easiest way to optimize your content is that when you create a new page for new content on your website you just remember to optimize title and meta descriptions and in many content management systems there are free plugins or some extensions or something that can help you you know input that metadata that Google finds valuable again something really simple really easy to understand and when you're riding that made a data obviously you have to mention keywords that you researched before and found to be valuable to your business 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 beginners you know lecture or something I want to appeal to the name lecture I want to appeal to the name beginners I want to appeal to the keyword search engine optimization and in the meta description of this video I will write that you know in this lecture we talked about google adwords keyword tool and this and that and getting backlinks and valuable content and so forth so that when people search for something similar they will find my content yes and this is the finally a place where social media can help a little bit so after you have content that you created optimized content for the keywords you researched previously now you have to get exposure you have to get basically links and so forth if you put your black hat on you can buy links Google actively fights against that but you can still do it and those who tell you that buying links doesn't work 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 create the video I posted on my blog then I share it on Twitter I share it on LinkedIn I go to the LinkedIn group that I subscribed where there are other marketing people I share it there you know and I share it also on our Facebook page it gets distributed through email newsletter and so forth so I try to get exposure to the to the content that I create and when I get more and more links you know my authority grows and grows to the point where I will be master of the universe well not really I have one cool client story I had one client obviously cannot name names but he said half jokingly that you know like Artem you help us do this we're going to be so rich we're going to buy the internet so yeah maybe someday you know someday so and then you analyze results there are really lots of good tools to analyze results but probably best ones are Google Analytics and Google Webmaster Tools free tools to analyze results there are tons of books about it and guides and so forth so I'm not going to go into detail on those but basically once you created content what you can do is you can go on Google Analytics and just see that one content piece that you created and you can see how well did it do did it get exposure did it get links you know did people visit how long did they stay on the site and so forth and obviously every time we create content we want to get high search engine ranking we still have to remember we have to make money so every time somebody comes to see our blog post or something there has to be a way for him to continue our sales our sales funnel you know and give 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 know on the bottom of your blog you could write that you know like hey you know hopefully you enjoyed this article on search engine optimization if you ever need a professional search engine optimization services you can contact us blah blah blah and many times I get business just because people go on Google they find my presentation on 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 basically what I try to do is I try to build up my authority and my basically brand 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 caring 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 guess 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 trust 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 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 put 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 readers 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 put it into practice and I can tell you straight you know once you want to start searching for job you know enter the job market and so forth I can tell you story better to tell a story again I worked in lighting company that was run by Hana pootis in Oulu and the company was called food echo and they were 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 think got in touch and he said you know I don't have you know work experience and I think he said I don't have education any sort of education you know for programming but I have this blog and then when my boss went to see his blog he realized that this guy has been blogging for like seven years about programming he was just reading and reading and he's like you hired you know whatever just get in here take my monies so he basically was hired because he was able to prove and again think about it once you gonna start you know searching for a job opportunity you know if you show me 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 know subscribers around the world that's going to mean a lot much much more than anything else because I know then that you can actually do it you know the process you committed to for years you create 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 links and URI will send the presentation along with all the links so if you want to learn more there are some guides you know that go much more in depth in terms of search engine optimization but you know that's it hopefully you liked my presentation thank [Applause] [Applause] Up next A
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PHOENIXVILLE, PA – Today during the weekly lower school assembly meeting, four Renaissance Academy Girl Scouts were recognized by the Girl Scouts ...\",\r\n \"image\": {\r\n \"contentUrl\": null,\r\n \"thumbnail\": {\r\n \"contentUrl\": \"https://www.bing.com/th?id=ON.FD06765489F05456CC40B5D1B2DC8E98&pid=News\",\r\n \"width\": 700,\r\n \"height\": 525\r\n }\r\n }\r\n },\r\n {\r\n \"about\": [\r\n {\r\n \"readLink\": \"https://api.cognitive.microsoft.com/api/v7/entities/e0b89349-57d4-4471-e027-e5214100a97e\",\r\n \"name\": \"Mercyhurst University\"\r\n },\r\n {\r\n \"readLink\": \"https://api.cognitive.microsoft.com/api/v7/entities/5c0e5db5-3503-51e4-fb90-3f5a15e49bab\",\r\n \"name\": \"Basketball\"\r\n }\r\n ],\r\n \"provider\": [\r\n {\r\n \"_type\": \"Organization\",\r\n \"name\": \"Lock Haven\"\r\n }\r\n ],\r\n \"datePublished\": \"2018-12-03T07:53:00Z\",\r\n \"clusteredArticles\": null,\r\n \"mentions\": null,\r\n \"video\": null,\r\n \"category\": \"Sports\",\r\n \"name\": \"LHU Men’s Basketball falls to Mercyhurst\",\r\n \"url\": \"https://www.lockhaven.com/sports/local-sports/2018/12/lhu-mens-basketball-falls-to-mercyhurst/\",\r\n \"description\": \"Jesse McPherson (Philadelphia/Archbishop Carrol) netted 12 points and threw down three monster dunks for Lock Haven, while Christian Kelly (Phoenixville, Pa./Phoenixville) rounded out a Lock Haven trio of double-digit scorers after tallying 11 points.\",\r\n \"image\": {\r\n \"contentUrl\": null,\r\n \"thumbnail\": {\r\n \"contentUrl\": \"https://www.bing.com/th?id=ON.7E9550C840DAED16EFF65897D17F78F7&pid=News\",\r\n \"width\": 700,\r\n \"height\": 466\r\n }\r\n }\r\n },\r\n {\r\n \"about\": [\r\n {\r\n \"readLink\": \"https://api.cognitive.microsoft.com/api/v7/entities/39185a2b-3509-4e2b-b65b-54b1c6495704\",\r\n \"name\": \"Warren Woods Tower High School\"\r\n }\r\n ],\r\n \"provider\": [\r\n {\r\n \"_type\": \"Organization\",\r\n \"name\": \"WFMZ-TV\"\r\n }\r\n ],\r\n \"datePublished\": \"2018-12-04T00:15:00Z\",\r\n \"clusteredArticles\": null,\r\n \"mentions\": null,\r\n \"video\": null,\r\n \"category\": \"Health\",\r\n \"name\": \"Tower Health lowering costs at five area hospitals\",\r\n \"url\": \"http://www.wfmz.com/news/berks/tower-health-lowering-costs-at-five-area-hospitals/908882025\",\r\n \"description\": \"WEST READING, Pa. - Berks-based Tower Health has announced a move ... Chestnut Hill, Jennersville, Phoenixville and Pottstown areas will feel the lighter costs, and Matthews says he thinks it bucks a national trend, due to health care companies combining ...\",\r\n \"image\": {\r\n \"contentUrl\": null,\r\n \"thumbnail\": {\r\n \"contentUrl\": \"https://www.bing.com/th?id=ON.2B88B7E47E85D6D745527D06E21D0163&pid=News\",\r\n \"width\": 700,\r\n \"height\": 393\r\n }\r\n }\r\n },\r\n {\r\n \"about\": null,\r\n \"provider\": [\r\n {\r\n \"_type\": \"Organization\",\r\n \"name\": \"The Mercury\"\r\n }\r\n ],\r\n \"datePublished\": \"2018-11-24T20:43:00Z\",\r\n \"clusteredArticles\": null,\r\n \"mentions\": null,\r\n \"video\": null,\r\n \"category\": null,\r\n \"name\": \"Josephine S. Brzozowski, 78, of Pottstown\",\r\n \"url\": \"https://www.pottsmerc.com/news/josephine-s-brzozowski-of-pottstown/article_61fa97c4-f026-11e8-967a-a798c0c7e8ec.html\",\r\n \"description\": \"Josephine S. (Gargulinski) Brzozowski, 78, wife of Joseph Z. Brzozowski of Pottstown, PA passed away on Friday November 23, 2018 at Seasons Hospice, Phoenixville, PA. Joseph and Josephine were married for 58 years. Born in Siberia, Russia she was the ...\",\r\n \"image\": null\r\n },\r\n {\r\n \"about\": [\r\n {\r\n \"readLink\": \"https://api.cognitive.microsoft.com/api/v7/entities/e71e1f73-59ff-206f-ac26-c67dd2056806\",\r\n \"name\": \"Trust\"\r\n },\r\n {\r\n \"readLink\": \"https://api.cognitive.microsoft.com/api/v7/entities/21b97b55-b23c-1c72-912c-3508a7702909\",\r\n \"name\": \"Glass\"\r\n }\r\n ],\r\n \"provider\": [\r\n {\r\n \"_type\": \"Organization\",\r\n \"name\": \"SBWire\"\r\n }\r\n ],\r\n \"datePublished\": \"2018-11-29T15:00:00Z\",\r\n \"clusteredArticles\": null,\r\n \"mentions\": null,\r\n \"video\": null,\r\n \"category\": null,\r\n \"name\": \"Alderfer Glass Has Been a Trusted Auto Glass Expert Since 1961\",\r\n \"url\": \"http://www.sbwire.com/press-releases/alderfer-glass-has-been-a-trusted-auto-glass-expert-since-1961-1095003.htm\",\r\n \"description\": \"In addition to their automotive repairs, this organization offers a variety of other glass services near Phoenixville, PA. To find out more about Alderfer Glass's windshield repair and other glass services, please call 1-877-267-GLASS or contact them online.\",\r\n \"image\": null\r\n },\r\n {\r\n \"about\": [\r\n {\r\n \"readLink\": \"https://api.cognitive.microsoft.com/api/v7/entities/80b8cfb4-aae5-2329-cc7e-cc3de88a532a\",\r\n \"name\": \"Plumbing\"\r\n }\r\n ],\r\n \"provider\": [\r\n {\r\n \"_type\": \"Organization\",\r\n \"name\": \"SBWire\"\r\n }\r\n ],\r\n \"datePublished\": \"2018-11-21T19:18:00Z\",\r\n \"clusteredArticles\": null,\r\n \"mentions\": null,\r\n \"video\": null,\r\n \"category\": null,\r\n \"name\": \"Drainmen Plumbing Makes Emergency Water Heater Repair Simple\",\r\n \"url\": \"http://www.sbwire.com/press-releases/drainmen-plumbing-makes-emergency-water-heater-repair-simple-1090339.htm\",\r\n \"description\": \"Homeowners who find themselves with a malfunctioning water heater this winter are encouraged to contact Drainmen Plumbing for 24/7 emergency water heater repair in Phoenixville, PA. A water heater emergency can strike at any time, and there's nothing that ...\",\r\n \"image\": null\r\n },\r\n {\r\n \"about\": null,\r\n \"provider\": [\r\n {\r\n \"_type\": \"Organization\",\r\n \"name\": \"Zillow\"\r\n }\r\n ],\r\n \"datePublished\": \"2018-11-28T12:23:00Z\",\r\n \"clusteredArticles\": null,\r\n \"mentions\": null,\r\n \"video\": null,\r\n \"category\": null,\r\n \"name\": \"1248 Pawlings Rd\",\r\n \"url\": \"https://www.zillow.com/homedetails/1248-Pawlings-Rd-Phoenixville-PA-19460/9982010_zpid/\",\r\n \"description\": \"About the ratings: Historically, GreatSchools ratings have been based solely on a comparison of standardized test results for all schools in a given state. 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