SiGMA Malta Conference 2014 in InterContinental Arena, St. Julian’s
Hi this is day one of Sigma conference. We are here with Lukasz Zelezny which is the head of organic acquisition at uSwitch.com, U.K. base price comparison website with offices in London, thank you for joining us.
Lukasz: Thank you for the invitation.
How has S E O strategy changed over the past couple of years?
Lukasz: So, recently we can observe that it’s more about serving good quality content. Ten years ago you would say like, oh, more backlinks, more backlinks, pretty average quality, nothing really related. Right now because of recent updates of Panda and Penguin, so the quality of content and quality of backlinks, people, most of them done they homework and they are trying to make sure that, OK we’ve first of all occurring about quality serving what our customers really expect trying to get you to maybe narrow niche, but more relevant and then it’s about how to utilize the traffic you have so, before it was like let’s focus on conversion rate, let’s focus on balance trade was more like bring me more traffic right now it’s like even if we have low traffic, maybe we can convert just better, maybe we can serve better, maybe we can do some crossovers between products and so on, and so on, and so on. And I think because of that you can see that we’re going into this direction where it’s a nice blend of conversion rate optimization as your level of social media, so this is a nice blend between all those things.
And what would you suggest to someone completely new to link building?
Lukasz: I think I would suggest to start building a partnership like relational rather like in the normal, like a real life, avoid oldest ten dollars software, which are promising wrestles fly by night, keep focus on social media, do research in social media because Twitter may give you a access on who is there relevant to your product. There is a new platform called BuzzSumo, we already mentioned this platform today on the presentations, is fantastic, you’re asking about a cure or topic and you can see who lost month, who lost half year, last year, I’ve been sharing this topic, so we can build a relation and then from this point you can go into, do you have a website by the way? Maybe we can do something together then you doing this backlink more like Google these days expect, another search engine is less focus on backling itself and more focused into building this kind of relation and I think I’ve said today like if there are links that your mom or your dad would never click, maybe that’s are not the best links, maybe you should think once again of what they’re going to achieve.
Thank you. And what algorithm updates would you like to see in two thousand and fifteen?
Lukasz: Ideally like all my websites I was ever working will be first, but that will probably not happen. So I hear more and more rumors about more focus from search engines on mobile versions, mobile device versions, and I think that’s good, because a lot of companies is right now keeping more focused on mobile version because fifty or more per cent of traffic is coming from mobile devices, just to give you a picture, there are some social media like Twitter which probably eighty or more per cent of traffic is coming from normal devices. So, it’s crucial for them to have fantastic experience for users who are using a mobile version of the website. And now, the search engine can promote just people who would working hard on this mobile version higher than I can say it is just fantastic. So, I would say everything what is related to mobile devices, I don’t want to be trivial and don’t say like, two thousand and fifteen is the mobile device year, because every year is mobile device year, but I think that two thousand and fifteen will be kind of a revolution in how search engine looking at mobile version of your website.
That sounds interesting. And what sets apart be great SEO managers from the rest, what do you think?
Lukasz: I think when Halloween is coming in and a member of your team are wearing fancy dress of your line manager so one of my assistant wear a fancy dress when he was trying to pretend he’s me, that’s a good indicator that you doing a good job, Ok?
Lukasz: So, I think you need to understand, as a good manager that, as you can be boring, you need to prepare a nice blend of different tasks because, they’re often you doing this over and over and over and that may keep people very bored and also, I think this is important to have this kind of freedom, because from my experience all the people who are working as SEO put this nice blend of being a little scientist and a little artist, people who I was working with be always like, musicians aside of the professional activities, or painters, or poets or something like that so, they are really not that much into the strict corporate environment but are people who are wearing hats sometimes, sometimes wearing some fancy dress, but they are very good if they have a little of freedom. So if you get them freedom and if you get them ability to go own way and from the other side they can still report to delivery and I think you build the fantastic team and this people will be very happy to work many years with you.
Thank you for that, and last question is SEO in the UK much different from other parts of Europe?
Lukasz: Good question. From my experience it is like I can absorb the dread now, the eyes of Europe is more or less on London, very often you have offers from different parts of Europe and they are really focusing on people who had experience in London. London is really about quality, really about delivering this white-hot hundred person of white-hot S.E.O, and it is more and more about that. So oldest tricks and quick solutions are not really ethical are going away in London right now, I believe, and holding England, Britain to become this kind of good example of a long term strategy using great tools and also we can observe that lots of fantastic tools been invented in England, like majestic SEO., like BuzzSumo and so on and so on. So, I would say I’m very lucky to work there, I’m very lucky to work with these people but also I’m very grateful to my line manager SEO, I’m reporting to that and understand that this is a long journey, a long many years relation and it will take time, it’s not something that two-three weeks job done, it is constant battle to be better, to deliver better content, to delivery better experience and I think constant learning, because this is also important, if you stop reading what’s out there, then after a few months you may misled of important things and changes that happen.
Thank you very much for joining us, this is Roxanne … behalf of Sigma.
Lukasz: Thank you very much, it is a pleasure to be here.