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Lukasz Zelezny at UnGagged - Uswitch, Head of Organic Acquisition

Discussion in 'UnGagged Las Vegas' started by UnGagged.com, Jul 31, 2015.

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  1. UnGagged.com

    UnGagged.com Jr. VIP Jr. VIP UnGagged Attendee Enterprise Member

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    Lukasz Zelezny talks about a very different friendly atmosphere between attendees, speakers and organisers that he's only seen at UnGagged.
    Lukasz Zelezny speaks about the communication between webmasters and Search engines are much more transparent. Stephen Hawking of SEO, between a scientist and an artist - the ability to look at problems from many angles and then combine elements for the full SEO picture.
    Make your decisions based on data, constant learning and observe what others are doing.
    How does a small business compete with larger organisations?
    Lily, the throw and go camera!
    Do you expect an earthquake when you hear about another Google update like Mobilegeddon?
    Everything is evolving in to user experience, find out how with Lukasz Zelezny, here


    Transcript:

    Q: Please introduce yourself, and tell us why UnGagged?
    LZ: My name is Lukasz Zelezny. I'm working for Uswitch, which is a price comparison website in London. We compare prices of broadband, mobiles, credit cards and many, many products. I've worked for three years as a head of organic acquisition and aside of my nine to five work, I'm also trying to attend many conferences as a speaker, so it's a pleasure to be here. It's a little different of a conference than I've previously been to before, first of all it's during the weekend, which is not very popular, and second of all it's this kind of special, very nice, friendly atmosphere between attendees, between speakers and organisers. Also, the venue is fantastic, so I'm very proud and happy and honoured to be a part of this event.

    Q: What are your top tips and priority actions for overcoming issues associated with any big Google algorithm roll outs?
    LZ: So first of all, the Google algorithm updates and any updates regarding any search engines. Right now, it seems to be way more transparent than they've been before. There's communication between us, as web masters or responsible for traffic and the search engines are much better. You can see what's happened with mobilegeddon recently, everybody's talking about this but Google gave two months of advance time to give us time to prepare. Second thing is this ability to dig. You need to be a little between a scientist and a kind of artist. I always wanted to be like the smartest, Stephen Hawking of my work, so I was deciding to become an SEO so I can be a little like a scientist, a little like an artist. Lots of my friends who are working in SEO all have some artistic background, they are musicians, or like dancers or painters, and that is giving you the ability to look at the problem from many angles, and you need to dive in this and to start digging and digging and put a couple of elements together and then you can see the full picture. We've been pretty successful in this and sometimes there are some issues that you would never expect may affect your website. It can be page speed, it can be that you've blocked some resources, CSS file and you see in the browser that everything is working correct, but it doesn't look the same way for Googlebot, so make your decision based on the data. And third, I would say it's constant learning, we need to learn every day - read as much as you can, observe what other people are doing because that makes us strong and that makes us who we are, we are constantly hungry for the knowledge and learning over and over.

    Q: How can businesses with smaller budgets and resource best respond to big updates?
    LZ: I recently had this question from some media, like how the small business may compete with the big one and, surprisingly, you can observe that the small businesses are very much quicker in terms of responding to new challenges, because things are more proactive, things are smaller, there is less of this kind of business level steps and confirming and signing papers and so on and so on. Big businesses very often need a much longer time to abduct into something, you can see huge companies, let me be quiet on which ones but there are huge companies everywhere in any market, in any industry which are not responsive yet, which are using all technologies - and when you're joining them, it's this kind of clash. You're like, "Why are you using this?" It's like 90s technology. You know, it's a legacy, it was always like that and so on, and it's very difficult. So that's one thing, and the second thing is obviously that start-ups and the small companies probably are more likely to choose a niche they're going to operate at. Back in the day, someone told that "Well if you want to become a big insurance operator and you want to start from SEO, maybe this is not the greatest idea." But you can see how many crowdfund actions are very successful and how well the websites are doing and how well the companies are doing, but again, it's a niche. One product I saw recently - Lily, the throw-and-shoot camera - that's absolutely fantastic, I was so surprised, they found a really nice niche and I think all the sportsmen will buy this whenever it will be available.

    Q: Are you aware of any gamechanger developments on the horizon that in-house or consultant SEOs should be aware of?
    LZ: I think, again, there is less intent to do these kind of earthquakes. It's more like "Ok, we decided to change", I was reading today that maybe there will be very soon a checkout button in the SERPS. That would be a big revolution, so maybe that will happen and that will revolutionise the whole industry, but again, it's not like an earthquake. I don't expect many earthquakes anymore. It's more like I mentioned before, the communication between web master and search engines is much better. And now it will be more about this kind of communication going and moving us in to somewhere, because there is obviously one very important fact to mention - very often we are playing in the same team. Search engines and our users are the same people, search engines want to serve extremely good user experience, extremely high-quality products and we as businesses as good an experience or even better than the search engine. There is no conflict between what we want to achieve and the search engine. So answering your question, very simple, I don't expect any earthquakes but it will be evolving, and again we need to read over and over and learn more and more.

    Q: In your niche or sector, what's the most annoying SEO misconception? Please feel free to set things straight!
    LZ: I'm very lucky to be in London. I think London and Berlin are two very strong places in terms of online marketing, but again, there are some places perhaps in the other parts of the world where they are still trying to use this kind of mid-90's concept or early 2000's concept, like ‘let's write a thousand words, four specific keywords, let's buy some backlinks, let's contact bloggers and so on. I think everything is evolving in to user experience and you clearly can observe the link between lots of different disciplines: PR, social media, SEO - everything is trying to be more closer and closer in web-design. We had a great presentation today about the page speed and so on. Everything is closer and closer, so it's less thinking about how to game, it's less like a sprint - it's like a marathon, and a marathon is a big thing; you need to train, you need to prepare and you need to sometimes live like a monk. So, again, for us it is more like thinking in a scale of ten years, twenty years rather than half a year when there's keywords, because something will happen.
     
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