#UnGagged 2017 Interview with Lukasz Zelezny!
Emma Boyle: Lukasz Zelezny is the head of Organic Acquisition at (uSwich.com) and leading comparison sites. Lukasz has been named as one of the top ten marketing influences in the UK and is a social media expert. He joins us now on Cloud Moves TV. Lukasz welcome thank you very much for joining us pleasure to have you on.
Lukasz: Thank you very much for invitation.
Emma Boyle: Now what do you believe the greatest benefits of a gap analysis are?
Lukasz: Gap analysis is something that we invented a couple of years ago in-house in usage and I’m spreading this as a good tactic in SEO. Mainly observing where your website is not ranking versus your competitors. You are taking two three competitors you’re looking for common keywords or three of them and you’re looking for so-called gap. where your website is not ranking you can do this with search metrics, you can do this with SEMRush, you can do this with this Searchmetrics, Sistrix, Spyfu ideally take as many platforms as you can put this to excel and do this simple look up and then you have a really nice topic or topics to write about. Build something like a tools that are missing let’s say for example a salary calculator if you are operating on the financial market. so that way your competitors are the greatest source of advices.
Emma Boyle: And Lukasz how can investigating competitive level vast amounts of valuable data for businesses?
Lukasz: Like I said a competitor’s always are hiring smart people to work for a SEO and I always had a pleasure to feel this kind of competition the healthy competition on the SEO field that way everyone is trying to be better and better and better, everyone observed each other. They observing us we observing them and so on and so on. And that’s the best kind of a way to get a very, very valuable data.
Emma Boyle: And how can companies amalgamate SEO and social media marketing for maximum results?
Lukasz: That’s a great question because I’m ambassador of this maybe sounds like a buzz word there is no more silent. There is no more silo. Everything is kind of blending yeah SEO, social media like UX, deaf guys, PPC and so on and so on. So for me social media the first way to approach people is the human face especially my Twitter. Especially from Twitter and LinkedIn from how active I am I love it. Facebook publicity as well however obviously we have so many photos of cats and food there so I rather try to stick more with LinkedIn. And if you trying to build a relation, if you’re trying to do some crosses between brands trying to start some cooperation social media is the first way to go and start having conversation.
Emma Boyle: And what advice would you have the businesses you need to overcome any obstacles put in by the Google algorithm roll out?
Lukasz: So if you have any troubles because of the previous year the first way is to pinpoint these troubles. there is lots of experts on the market these days you can help you identify the problems that your website may suffer. One statistic make sure you’re not trying to go shortcuts, you’re not trying to go tricks, you’re not trying to play a short-term game. Because the SEO I’m always saying is a marathon rather than a sprint. So first of all identifying what blocks you. Check in Google Webmaster Tools if there is any penalties, manual actions? if not maybe algorithmically hit which is more serious because then you need to rework everything what you was doing before but once you’ve done this first step in the second step I think the most important is to make sure that it’s not a matter of three /six months. This is the matter of years. I’m with you switch where I’m working five years and I’m always saying that I have so much funder because I remember when we were starting I see where we are right now with SEO and I know that this is not the end. It was five years which is extremely long time in an SEO field. You know how quickly people are changing job, one an half year maybe two but I’m not done yet. Five years is just the first chapter.
Emma Boyle: And the cash what do you projects be the next big thing in digital marketing?
Lukasz: I’m an ambassador of mobile first index. So Google said that hey right now the mobile version of website is the dominant one and the desktop will be just additional one. so make sure that your website is mobile ready. You’re not trying to hide any content because of the UX. try rather to open as much content as possible and make sure that the experience on mobile is absolutely perfect. Now if you cannot fix something on desktop that will be obviously important but rather you should keep more focus on mobiles because it’s obvious especially in London especially in England especially in Western Europe that more people right now is using mobile devices every day to purchase to read and so on and so on than desktops.
Emma Boyle: Absolutely mobile is king Lukasz just one very last question what would you say to those individuals who actually haven’t been able to come to UnGagged and thinking of coming next year what would you say to those people?
Lukasz: Guys make sure you will be with us next year this is my 3rd conference and if it’s really, really amazing in two days even in the heart of Britain in London in amazing venue. so yeah make sure that you will reserve two days next year and you will join us.
Emma Boyle: Absolutely Lucas thank you so much for joining us real pleasure to have you on that Lukasz Zelezny speaking to us here I’m Emma Boyle and this is Cloud Moves TV.