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Hello and welcome to another special edition of this week in organic. And this episode, we’re looking at the different SEO challenges that the comparison site industry is facing and also touching on aggregator sites and affiliate marketing to. We’re going to look at topics. Like how SEO has changed for comparison sites over the last few years whether or not Google is now a competitor in the marketplace and also, whether it product providers are now turning into competitors as well.

Elves joining me today is Lucas zelezny and SEO Consultants as speaker, and head of organic acquisition at you. Lucas. Thank you so much for joining me, Hello? Thank you very much to be. Thank you very much, for the, invitation is great to be here. And, you know, I’m big, a big, big fan of tuile. So it’s another, another time you gave me this chance to present my, my suggestions, my opinions, and thank you very much and welcome.

Thank you very much and I must use that quote somewhere in the website. I reckon Lucas a big, big fan of to all that’s, that’s, that’s, that’s staying on the site. Yeah. Okay, great. And so, did I miss anything? Go to the introduction there and you didn’t mention my addiction to travel around UK random trains. Next time. Next time I will tell about this a little more. Are you still periscoping about that a little? Yeah, I was pretty scoping from Shanghai recently.

Yeah, and I was periscoping yesterday when I was doing webinar. So yeah, I’m I become a kind of periscope addict. You may think showing how you’re just showing off now. I think you will know this is something we have in common, don’t we? What a periscope pheromone. But I’ve actually started experimenting with blab, to I am and I reckon for online chat for more than two people involved. I think it’s going to be my preferred broadcasting tool, but it’s early days. We’ll see how it goes and your Scrolls.

Yeah, absolutely. And so, in terms of, I guess, what comparison site actually is, would you say that a comparison site is an aggregator site is an affiliate site? Or is it just something that’s completely different? I think this is one of the best question I ever had. You touched? Absolutely, probably a hundred person of what the the comparison website should be created.

From the third three main ingredients. So you mentioned comparison of this is a function that is available. On the website, we comparing prices because we can compare deals, you can compare whatever. Then aggregator is a is another function crucial to the the website, which is able to grab the offers from the suppliers and no matter. We talking about mobile broadband or we talking about, you know,

About credit cards, there is an element of of aggregation and of this select aggregation itself. Without comparison is just like you would have RSE RSS aggregator like a long time ago, lots of duplicate content and nothing else. So when you have comparison and aggregation, that’s fantastic. And then obviously affiliate is this kind of commercial aspect, commercial model and Commercial.

Relation between comparison websites and between suppliers provider of the service. So I think it works a little like, you know, in like in finance you have Revenue profit and a bitter and that’s our three guys who are living always together. And there is no, you cannot rely on one. But you always seem to think about them as a three unseparable element. Okay. Well, hopefully, I can get other questions as good as the best ever question. So I ever ever

Improving in terms of question level, I’m not sure. So aggregator sites. Um, they must have if you just talked about aggregator sites that don’t add any additional value, they used to be quite popular online. But obviously Google Panda came along. Is it still possible to actually run an aggregator site now without adding any significant additional value? Well, I think no I mean you can be lucky you.

Hide in the bush for a couple of years, but normally would, as far as I am aware, what is the Google terms? And so terms of service and how they suggestion to the there must be added value. And I think indeed is a fantastic example of aggregator, but in the first place, you may think like, well, that’s are just the offers job offers from the different sources, but if you go deeper, this is so well, organized aggregate.

After that, no, other service is giving first ask broad because this is you getting a super Broad View on what whatever is on the job market. And, and and second, you can start filtering this by salary by region and so on and so on and so on all this over. So this is where the added value is for comparison website. When we agree when you’re when you’re thinking about aggregating offers, lots of lots of users like that.

After they can see all the market in one place. And obviously, there are other other things like reviews, like comments. Like the fact that you can start comparing disaggregated offers and so on and so on. However, I feel like there needs to be a kind of a nice balance between what we call duplication and of content and the functionality. Ideally in the online marketing Utopia, I would like not to have

Any duplication and lots of websites, pretty good with this. You know, or getting very close to this is trying to rewrite. Contrary. Right content is trying to do some clever stuff but the functionality like I mentioned this comparison and and other fact filtering digging in this data that’s what giving users the added value. So you mentioned indeed there and I think most people are probably aware of them. Now they now offers far as I’m aware the ability to actually

Most jobs on their site. So if that’s the case, then they’re going to be getting the original content themselves. So that’s one more reason for Google to actually like them. But you also said that, the, the service is better than anything else out there because of the way that Aggregates content together. Now, if a service is Created from aggregated content, and if the service is fairly unique because of the content, it manages to deliver, do you?

Think it’s still possible for it to actually rank in Google based on user signals even though the content has been published elsewhere. Well, there is there is it’s very, very, very broad question and to answer I would need to go very, very deep. I think this is the balance because one first option, if you agree, dating content, you can go massively, you can start covering lots of long tail keywords you can

Cover areas that maybe you don’t know about that they exist and you will finding them looking on your Google analytics. What the traffic is coming from or Google webmaster tools. Where, what keywords your ranking on? Yeah, and that’s your stuff that surprise for you for non aggregated content. It’s more about. Well, I can mention like money-saving expert, which is based more on user-generated content, which is a forum and then and then off,

Offers so so you know it’s a took to keep the balance. There is no right answer to say like you know that amount of duplicate content is where you should go. It’s rather you know, indeed is a good example. There is lots of duplicate content but people like this because of the functions you mentioned one function. I can mention the fact that you that people who are looking for a job can upload their Cedar and then HR or agencies can just

Again and see who is waiting for a job there? That’s another function so it’s not really. I think I could answer this question that way, if the service is based on duplicate content in some persons but is done for people, it wasn’t written because we will saturate a serps because we will saturate Google. Then you can probably sleep well or almost wealth sleep, almost well so is always always

No, I was reading as a kid, a book about Microsoft and that they were, they had this philosophy that even if you’ve been brilliant in something and you don’t something great, the task was done, great. You should always had this concert, maybe I could do this a little better. Yeah, no, that’s that’s, that’s a good way of thinking, certainly. But what you’re basically saying there, I think, is that if you have an authoritative domain, and you probably publish unique content in other areas, then it’s kind of, all right?

We can aggregate content in other areas. If it offers a unique decent service. Yes, and I think this is a that this is what I was always believing Google is trying to suggest people who are creating athlete blocks and so on. So you may have own opinion or in the blog post and Below there are links to Amazon where you can buy something but what is giving the other value? It is that there is someone honest opinion and I love this kind of there is video of a

Unboxing thing then how I was using this thing? And then what I’m thinking about that thing I bought and then a link to to the, to the product on Amazon. And then there is this kind of value to a lot of opportunity for user-generated Content. As well then as well. Yeah. They offer of course, of course. And you know, even like you think about comments, comments are very important comments, sometimes bringing as much value as the

Article you was reading about because I am, I have this rule that I’m rather trying to avoid having a public discussion on forums around comments, mainly because I really suffer of the lack of time but you know, I liked reading this, especially when you have this function of adding pluses for a good comment and minuses for a bad comments. So, probably after reading the article reading to three comments, which are on the top, that’s our

Addition that is the additional value generated by users. So adding pluses and minuses that does that mean that you’ll be a fan of the Facebook dislike button if it come on? I think, I think it’s time. It’s time to do this. You know, it’s time to do this because there was too many ridiculous situation. Like, you know, it’s the saddest day, my cat died and then 50 likes, you know, what does it mean? There should be a. Did you know something else or likes is not the best way to go? I think.

It was kind of a trademark of Facebook, everybody know. Like an I remember when I, when I set first time in 2009, about people who like your page or like what like hers and and everybody was like, does this work when exist and everybody right now these days is thinking about like her. So yeah, I will be a fan of the downside button probably. So looking at comparison sites and also the mobile web is it very important for comparison science to be optimized for

The mobile web. Generally do people use comparison sites on their phones. They’re walking about, or is it more of a desktop situation? I can observe that. It’s like, nice pivot right now and every year, there is more people using mobile devices. So, according to what you said, what is crucial right now is the ux and UI to be to be just

You know, there is like so many things you can give people and to make this Johnny and the fact that they visited your website. Absolutely. And you know, exceptional. So I am big big, big fan of you Ike’s and big fun of you. I because I feel like these days it is an integral part of a CEO. So I also made a little of pivot. I found that my SEO is like a central hub.

It’s not a silo and you eggs and social media and even PPC and content marketing, and even growth hacking everything is together and SEO is kind of influencing. Every every every every discipline I just I just mentioned. So mobile is a must I don’t I cannot imagine that that there is any big book of comparison website that doesn’t have a mobile responsible responsive design and you can see that

I wouldn’t, I would even say that comparison website, our websites where we were other companies could learn how to do this. Well, because, you know, bounce rate, for example, page load, for example, that’s are factors which can really really positively or negatively influence your rankings. So, you know, in the competitive markets, like on comparison website for comparison website, uh,

X and mobile devices are crucial. Okay. But for comparison science in general would you say that it’s more popular than average to look at a comparison site on a mobile device. Just just be the average amount on the web or would you say it’s about the same as just an average side? I think the principal products, some products will be more popular on mobiles and much more popular. There will be more traffic coming from mobile is than any

Website, you can think about and then there will be some products that people are rather used to open web sites on desktop or laptops and I don’t want to lie right now. But think about this, there are car insurance where you need to give a lot of details before offer can be generated. You need to specify lots of things about your car and and you know that may be a little time consuming. So people rather are

Okay, I will leave this for later. I will open my laptop and I will do this at home when looking for a credit card is very quick. You just opening you looking for, you know, balance transfer credit card. There are balance transfer credit card click and you can apply online because the form is relatively simple. So product is crucial when we’re thinking about the split between desktop and mobile. Okay? You mentioned credit cards, their credit cards is probably a very

Competitive keyword term when it comes to Google organic search. So if someone was starting a comparison site about credit cards, is it better just to focus on long till keywords terms or is it realistic to actually rank on the first page of Google for an ultra competitive keyword term? I guess like compared credit cards. Well I remember when Matt codes in one one interview set if you want.

To launch an insurance company, maybe you should think twice again it is it is very important to know what type of company we talking about if food, you would like to talk about start up that want to become a price comparison website in UK. I would be thinking that. It’s very, very difficult to start but obviously end and I would recommend to Target a long tail keywords but

Now, going somewhere abroad to Philippines or Indonesia. Maybe that would be a good option because, you know, making things right quickly that would give there is like a big deficit of websites like that could be very, very successful. I think in any market right now, targeting short term short short tail keywords like credit cards, book cars and so on. And so on that’s not the way to go. I in my opinion it first how

What makes your website better than the website establish on the market? If there is something better sooner or later people will start visiting and we’ll start giving lots of signals and you can see Rap, Genius is one of the example or Pinterest. I was looking on Pinterest visibility. There was flat for a forest for a year or something and then this kind of boom on on newspapers and magazines and blogs and so on.

So on that, there is new brilliant, social network and the visibility Spike. Same story can happen with what next generation of price comparison website. However, like I’m saying it’s very, very competitive. So, if you’re going to start out a comparison website, would you say that means that there’s no point for the first six months? And even thinking about carrying out any kind of activity that will drive links to the site and all you should focus on is is usability and

Act before you actually get to the stage where you’re doing SEO. Absolutely absolutely. And I would also think about product because you know you can compare this days. Anything there is lots of untapped Market. I believe you can compare lots of services that are none compared like Market is very sick. Mented. I also like numbi I think that’s a comparison of cost of living in difficult, different cities. So you can say, show me long.

And Jakarta and show me how much bread and milk cost is based on user-generated content and that’s also a type of a comparison website. So, you know, it’s a big story but but I would I would definitely keep Focus six months or even a year on user experience and I would learn try to learn a lot, what my users expecting from my service. So for new site, starting up. Would you advise them to build a thousand Pages targeting keyword phrase?

Roses that were only attracting a hundred searches per month or a hundred Pages targeting keyword phrases that were attracting keyword phrases for a thousand searches per month. So the same potential traffic but more content. Both options sounds to me a little like, a doorway pages but you know, I would rather like the users did the owner of the website. Not thinking obsessively about what keywords we going to rank on first. Let’s see.

To the 20 pages and let’s think why we setting up this 20 pages and what will be there. So it’s more philosophical question, what will be there? What will be the structure of website at the end of the day? In the first month, I would probably start with with 100 pages and that includes some guides that can include FAQ pages that can include product pages, table Pages, rather than artificially inflate website, 2,000 pages, and believe that.

You know, all we will cover, you know, more keywords and all start be successful quicker. It’s very kind of easy to fall into this kind of craziness and I remember myself, when I was, when I was a kid, you know, chasing keywords, chasing search volume and so on, and so, on right now, I’m a little more smart and I’m like, you know what, chill out chill out, you know, we will get there, we will get their trust but first user

First, let’s learn about user first. Let’s answer the fundamental question, what we want to serve and why we are better, what is our mission? Yeah, so hundred Pages rather than thousand on the beginning because when you will get thousand and you doing this, right? You probably that probably will go like that. You will never, you know, you’re not even notice that it was thousand Pages. You know what I mean? You will wake up on the inner black. Oh my gosh. There is 16,000 pages and we never had this other Factor. How it

Happened. And then you will be like wow, because of this, because of blog post because of the queue is because of guides because of forum and you know this kind of way. So are you saying that the most important thing is usability because if you consider water user does when they land on a page and maybe these spend a decent amount of time on the page and go with further through the site. That’s much more important than getting more traffic that perhaps only stays for 10 seconds and then goes away. That’s correct. It’s about how to utilize this traffic. We have

Better way. And that’s why, you know, thinking about ux is crucial right now because you can deliver organic traffic. But when your ux is not right, then you won’t be utilizing this traffic effectively. So you mentioned 16,000 Pages there the, you know, I assume a big website could hope to get to that kind of size if they have a big content footprint. But if you do have that many pages, should you be tracking the ranking of keywords for all of those pages or should you

Just be focusing on maybe the top couple of hundred. Hmm. So that’s very good question. Thank you. You see like there is some people really want to track every keyword that give them ranking and I am answering this moment trying to push the push this back that you know there is infinite numbers of keywords that you ranking on some key words, never been typed in the search enjoy. Yeah but you you probably run.

In on first place, let’s say, you know, your brand keywords, one, two three, you still will be first and you didn’t even know about this keyword until I Told You. So my suggestion is, if you want to track you can you can use kind of sample, sample of representative, sample of keywords, right? To three keywords per URL. You know, you also can find Google webmaster tools, or search metrics, or semrush this kind of keywords, which are

Relatively popular, and that’s why they are, they’re already in this in this platform, so keywords with the search volume, but tracking, like, all the keywords and all the pages. Again, that a little kind of obsession because the outcome the added value from this is very little. So Trucking sample across the whole website. Give you ability to understand that or when there was a algorithm update and my, so no fluctuations or probably everything,

Iron and then maybe another update and some keywords went up, but some keywords didn’t which keywords wound up. Is this related to some specific type of pages or maybe a specific type of product. And and this way you can have some conclusions and instead of, you know, tracking thousands of thousand keywords and messing with this data and having no clue what those numbers every day means. So we were talking about mobile traffic earlier on as well, and he said, obviously that mobile traffic is

Increasing all the time but is the conversion rate that you can get from Mobile Traffic generally just as good as desktop traffic. Yes, absolutely. Absolutely. You know, sometimes even even higher conversion on the mobile devices then on the desktop again this is all related to ux and you have to and you know think about this. We are living in the world that we have a great mobile apps like Samsung python

That’s our smartphones, which you know which gives you absolutely fantastic comfort of dealing with websites. It’s not like 90s when you had WAP and that was really challenging and the, I don’t know how people could use this. I just leaned on you up once in my life. I haven’t heard of that for a long time, but I had a phone with web, and I was a while ago. How does that was? When we were playing snake on Nokia’s? Yeah, you were going there as well. Yeah, yeah. That’s for the best.

Well so you know I feel like I may be wrong but you know we are in this era when and where we doing responsive and desktop lie outside? Yeah and maybe three types of layouts, the tablet, iPhone smartphone and desktop something is telling me that there will be a moment of unification and that the layout but will be again very similar or the same on three devices but the different way than you remember this from

Ten or 2012 like you had to, you know, pinching websites and deflating this and you can see on some websites there is not much difference between tablet and desktop. It’s very simplified. I very much like paper. Lee paper Lee, have this sidebar menu, when you click, you know, with these three lines. When you click the menu appear and the that the user experience is very similar to tablet. And I think this is the right way to go because you giving the same feeling this.

No matter what device user is using. Yes, not learn your website easier. Absolutely agree. I think it’s annoying. When you actually view a website on a smart phone or on a tablet and you can’t find the same functionality. As you can see in the desktop site, you’re looking for things and it doesn’t exist because of whatever role in the responsive website. It’s been taken out. This is what I had always problem, that this is how I had. Always problem of Twitter, some functionality doesn’t exist on Twitter mobile website and I had to go

To desktop, which makes me quite uncomfortable. Because sometimes I couldn’t open this too because I was somewhere in the bus. Yeah, hmm. So I think this is the way where we going, and I’m really excited about this. So something else in terms of where we’re going is Google want every website to move to https and you’ve got a lot of big established websites which perhaps of HD HTTP functionality as part of an order process or a signed in as

Aspect of their site and maybe there are, canonicalizing the HTTP version to the non HTTP version, which makes it perhaps challenging from an SEO perspective, to move the whole site, and then change the url structure. Do you think that comparison sites should think of moving to https completely? I think it will happen one day? But like you mentioned is a little risky because theory is one side but practices though.

Our site. And when you have a lots of authority and lots of history behind you and all the backlinks you over earned in the history of the website 20 years or 15 years of existing on the market are pointing to http. Now, we doing this 312 HTTP, you can never know what will be in the future. Maybe destroy or one will be passing value forever. Maybe will be decreasing value and that’s only one thing. There is other things, you know?

There is lots of question marks, lots of risk and so on and so on from other side, we will is suggesting that websites should be HTTP. It’s not like must yet. So again, like I think lots of websites kind of is waiting putting this on hold. However, if anybody would come to me and say, like, because I have this idea for a little online shop and I will start doing this on WordPress and woocommerce I would be like fantastic. And you know what?

It’s by SSL because it will be so easy to implement so easy to make it life with HTTP and that’s it. And you don’t need to worry about this instead of coming back to this after a couple of years. But for establish website and I saw quite a few case studies, it’s not always this transition is not always as smooth as you would expect thing. So so so it’s like a big debate right now between some people what is the right way, you know?

I understand that sometimes there are like a Ria’s like blog post, which doesn’t really need to be HTTP. It’s good to keep them HTTP, but there is no any data. You would need to protect, but obviously some areas is a must but turning on https on whole website, which could lots of History. I’m always considering a little a little risky. Okay? So generally the best thing to do is, if you

Starting a business now then just make the whole website. Https, but if you’re have an established business then just wait for six months, you can see how the situation evolves and then make a decision in six months time. There is also one more you can gradually start turning this on specific part of the website yet. That’s also a way to go. However, it’s probably more resource consuming than turning this on across whole website. Yeah, but at least you can observe what’s going on and what implications

Education that have on your website. That’s, that’s good. Tip their books, you can test and learn, you can perhaps pick a few pages that, you know, brings a little bit of traffic and you can see what happens how quickly Google actually changes, the URLs in the syrups and whether or not you retain the same rankings as you had. That’s that’s correct, that’s correct. And you can kind of practically react if something is going wrong or, you know, you’re not risking the whole website and the whole traffic. So, you also talked about a Blog there as well, and lots of websites.

I have a Blog as a way to actually publish new fresh content onto your site and Google likes fresh content. But with a Blog now you don’t see so much interaction with in the comments section in general because obviously with social media people like sharing things on Facebook, Twitter and commenting there, do you think a Blog in general is just as valuable as it used to be as a means to actually add fresh content onto a website. I think it’s not

Actually, it’s not I think blocks were often present, time sensitive content something, what is accurate today? Maybe tomorrow, but not after a year blocks, very often present information about, you know, this week or next week, we going to do this and that and so on, and so on Sunday are right for today. But after a year, it will be a past that nobody cares about. So what I notice it’s very often that blocks

As long as good as let’s say, pages from WordPress. And if you would like to see some example, I think Neil Patel blog about growth hacking. He would nice section about growth hacking. And that’s are not that that’s are not blog posts that are just static Pages without a date without our Thor, I think. And without and with Evergreen content, so he’s not referring like

This 2015 year, blah blah blah. Because this 2015 years is only accurate today and until December. But in 2016, he would need to change this or you need to rewrite and so on, and so on. So what press for example, you have two types of basic concrete, basic two types of content, blog posts and pages. I think that Pages have much stronger potential if you will be thinking about Evergreen content. So FAQ, for example, they can run

Quite well guide page as they can go run quite well, blog posts are rather, you know, for a shorter period and when you have established traffic when you want to engage on social media, that’s fantastic type of a Content. But this is different type of content to what pages are represent. Okay, that’s intriguing. So, do you think in general for new business starting out? Then they may be better off.

Of actually not having a Blog to begin with and using social media to make time-sensitive announcements that you’re talking about. Definitely people doing this mistake that they spend too much time on writing blog posts and then they are frustrated that they have no traffic but they did the mistake they doing the small companies. Especially this is that they are not promoting this blog post, right? Right way, they think that. Okay, we wrote we covered this in that keyword. When we will be ranking, I’m like it doesn’t

Like that anymore, you know, you can. Why don’t you go on social media? Why don’t you go on Twitter, LinkedIn, why don’t you promote this on Facebook? Maybe by some little campaign on Facebook and so on, and so on. But the trend is like, you know, people are like, oh we need to have a very strong blog and we need to block a lot and so on. So and then frustration is coming and I’m trying to educate people that. Well, it’s not this, however, I need to mention, if you are lucky with your website to get into Google News.

He’s obviously that’s our only like reputable website without Authority, but there is a lot of them right now. Like let me mention techradar, for example, then you will be there for I think 72 hours. Yeah, but the traffic you can receive is, is is tremendous. It’s a lot, a lot of quality visits. Yeah. But so what, what are the ways that people use to blogs in the past is they took the feed from the blog

Then submitted the feed to lots of different blogs and RSS directories. Is that tactic not worthwhile doing any more time time waste? And again like if you if you write something really engaging you will see that you don’t even need to ranking in Google. The traffic will come. There is lots of case studies you know something a little controversial and by bus bus some I think is very good in this kind of diving the using word. Personable blog post

Mashable is very good in this. But again, you see this kind of blast of traffic on the beginning and then obviously the traffic is going down. Absolutely. But you’ve got to then have the call to action on your website and make your website sticky for people to actually carry on and give a mechanism to for people to hopefully subscribe to your content. Maybe by email moving forward after that. I guess, true true. That’s possible. However, I mentioned Google news and you need to be aware that Google News doesn’t allow you to

Do contractions. It’s more about journalistic value and you know content value rather than commercial value. So we need to be very careful when you are when you are in Google News, what you are placing, I think email subscribing, emails, that would be absolutely fine. But, you know, sending to you showing some commercial things on Google News are on articles which are in Google news, that would be probably not a good idea. So

I think it’s fairly easy to get a Blog. That’s fairly well, established accepted by a source of news, by Google News. Yeah, of course, if you you mentioned well-established, when you have a well-established website and there is let’s say you and your five friends who are expert in, let’s say in an area of how to do fantastic podcast. And I’m considering you as an expert then definitely you have

You Niche and you’ve been for a while online for a year and you doing this, right? And you, and you writing for people, I don’t see any problems by they Google would refuse to place your block into into Google News. However, obviously, there is a couple of rules Worth to read on the beginning that the URL structure must have probably numbers. There might be a couple of writers that the value must be in the articles. There might be a journalistic value and then, yes, you can.

You can rank on a lot of keywords or phrases, which appearing in Google News, which triggering Google news. And there is a lot of traffic as well. That’s an interesting tip that I wasn’t aware of actually that your url had to contain numbers, because a lot of people set up their WordPress posts. Not to include numbers at all and just a keyword phrase. So that’s a mistake, think? Yeah, that’s a mistake thing. And I and, you know, if you starting even new website and you,

King like, oh, one day I would like to bring Google News. It’s worth to read the rules. It’s worth to imply Implement these rules that must be there because it will make life easier. However, I wouldn’t expect to appear in Google news in next 12 or 24 months because first there need to be this kind of period of proving self-proving and proving to Google that. Yeah we are worthy to be to participate in Google News because again, this is like free tool and and they are fully aware that is

Very luxurious to be the to be in part of this too. So they they really care about who is able to add website to Google news and just a little more. If people are already passed this period of the prove themselves that. Yeah, we are working. We are good. Then in Google webmaster tools or called now. Search console there is a tool which will help you to add Google News into

Which will help you to add your blog into Google News, okay, great up there and so sticking with Google but bring it back to comparison sites. Do you think that Google is going to become more of a competitor to comparison sites in the future? Should comparison sites, be worried about Google, starting to do things like comparing credit cards and flights. Well, a little of History, not everybody probably remember that Google build a website called beat that quote, which was

Comparison website and and then I believe they used are enjoined to to implement their own price comparison. In the serps they are there they appearing there. It’s very difficult to say if they will be a threat for for for other comparison website. Definitely, there are competitors right now. They’re looking for new channels, they looking to commit to to be active on.

And discipline different markets and that makes markets more competitive and that’s probably a very good thing for end user. However you know from the other side Google is fantastic. Search engine Google with Fantastic Tools and like Google Docs, Drive Chrome and so on and so on. But there is also a couple of tools or or activities that didn’t work quite well.

So, you know, I don’t want to judge and I don’t want to be like profit but, you know, time will time will show how it will be, how it will be going. You know, everybody was thinking that Google Plus will eat Facebook very soon because it will be fully integrated with Google. It didn’t happen. You know, Google Plus is not a leader of social media, but Google is still a leader of search search industry. So, you know, Worf to work to observe.

If that, you know, it’s fantastic to make sure that the market is competitive and is giving more better value to the customers, okay? So I’ll take from what you’re saying there as focus on usability focus on delivering a great user experience within your industry sector and if you do that you shouldn’t be that that concerned with having Google as a competitor in the future. Yes, that’s correct. Okay. Now I’m I also see lots of adverts on television here in the UK from

Harrison sites like money supermarket and go compared and others as a an online marketer. Do you think it’s possible to actually track the impact of offline marketing? And and if so, how would you go about doing that? Yeah, there are tools, you know, which helps you to do this in some in the nutshell. You just have a schedule of your, your commercials in the different channels and different region of UK. And then you can measure this kind of short time up.

Lift generated, right, after advert was shown in TV, and this tools are pretty accurate. I don’t have a name right now because this is not Department my department but but I know that these things exist and they very, very good deep. Analysis of how TV impacting your website. You also can see this in traffic definitely TV can influence a lot about your traffic and

Awareness is going up to the roof but but I think again, without the right tools without a proper, analytical mind that can be more about triangle, let’s try to guess offline marketing is or offline. Advertising is also well visible in in London Underground, as you probably know, they doing lots of this kind of clever tricks, like, you know,

Www. Our underground or / Metro and you will get 20% off for something. Yes, or people are remembering this address because they want 20% off and this 20% off is giving a little information of how popular this campaign in underground is for. So using specific URL related to The Campaign offline, campaign may be very helpful, okay. But at the moment you’re not finding yourself fighting against offline.

Departments and saying, No, this traffic was brought in by organic traffic, not not by your offline traffic, that’s that’s even deeper. You’ll be touching the attribution model which, which is, which is crucial. But again, at the end of the day, you playing in the same team. So you know, there is only certain level this healthy level of how much you need to dive in this number to get conclusion. Because if you remember, Pi is 3.14

Yeah, yeah. But do you remember the movie Darren are already here? Yes. Yes. So you see when you go too far this is where we can all end up. It’s kind of a Madness. So you know I’m not I’m far away from fighting against, you know obviously when you know that there was an advert campaign or there was some program and your company was mentioned, you obviously know that the spike that spike is generated probably because of the TV and all

You can see what pages received this traffic even if this is organic traffic but the spike is on the homepage, probably is because of the brand name. Yeah you you rarely expect a spike on deeper Pages because of TV nobody’s typing URLs because of advertising TV they’d rather are typing in Google brand name of your website. Yeah so it’s quite easy to justify. So in the future can you see it’s being absolutely essential for offline and online? Marketers tactic worked.

Together in the same department and understand each other, or will it still be possible to actually have separate departments? I think we see more and more like, everything is less in Silo and more integrated and I love this. You know, I love working with people. I love working in teams and and I think this is a great moment that everything is more more and more integrated. So there is no more like, that’s my department. That’s your department and you know, we we playing different different trucks. It’s more like, you know, we are a

And Alum drummer, and your guitar player.

I think I want to be the bass player. No good. So, have you found out, obviously, you have different comparison websites that have different products on there and then you have those products probably separately trying to rank highly in Google as well. Do you think that individual products like certain credit cards are becoming better themselves at optimizing and therefore, becoming competitors to comparison websites?

Well, I don’t understand the question. Can you rephrase when yeah. Sure. My nephew let’s pick another company. For example, if you have like the Virgin money credit card and you have a comparison website having that credit card featured within their site. And then you also have virgin money doing optimization on their page and trying to actually be higher than the comparison site for competing keyword phrases. Do you think comparison websites View?

These kind of products also as competitors and try and actually make sure that they don’t rank above them for certain terms, they probably will see them. They will see them as a partners because there is a commercial link, but in terms of the that what you said there is rather we touching this user value. Yes. So you need to be aware that as a comparison website, you need to serve additional value. That’s the only way.

You will be able to overrun suppliers and I think maybe I’m wrong but it’s better for user to see price comparison website on the top because price comparison website, very often giving a broader view on many, many other cards instead of few cards from the same supplier. Second thing I could mention is that lots of the suppliers for both for money products

Our banking websites and Bank Banks. Yeah but companies and I believe that the process of being quick and flexible with SEO and so on. And so on doesn’t work that simple as in price comparison website because of the rule, lots of rules and lots of legal aspects that Banks need to follow. So for them it’s extremely challenging to, you know, optimized content and so on is not.

You know you’re going to WordPress CMS and you just changing this and that and everybody’s happy probably it’s like a couple of weeks process and then, you know and then another change will take another couple of weeks. So yeah, quite diplomatic answer. But now I’m aware of banks that use very old content Management systems and can’t update them because they have processes integrated with them and it takes them years sometimes to make a single decision. But I guess that some

The advantage for quick-moving competitor or comparison type websites link, buddy Supermarket, you switch confused, all the, all these other sites out there. Yeah, yeah, definitely definitely. And, and you know, when there is something like mobile get on, this is update about your website. Must be responsible responsive responsive then. I feel like it’s quite easy to implement that.

Kind of quick change within a couple of weeks in new price, comparison, environment, and that would be quite difficult to implement in banking. So maybe that’s the reason. Why why very often you see price comparison above banking websites or credit card providers. So I’m in price comparison. Websites obviously rely generally quite heavily on receiving commission for recommendation and are unlikely. I think to actually list products that but the

Warren turn some some money from in general. So if that’s the case and you have other companies I think like direct line who don’t want to to be on comparison sites are either many companies out there that don’t want to give a commission and appear in comparison sites and if so is that a problem for a comparison sites? I don’t think this is a problem, I think and I think there is a lot of companies but we talking about very small local companies sometimes companies which are

In people with that are, you know, very specific narrow markets and that makes for me a sense that they want to rather stick with their small market. And do better, phone marketing and telemarketing rather than going on comparison websites, receiving thousands of clicks, which they will find it very hard to convert, you know what I mean. So so, so I don’t, you know,

The market and especially UK Market, which is fantastic. I feel is that there is so many levels and so many sectors. And so many, this kind of, this kind of shoes, you can wear that we talking about many different type of comparison website, you know, I never saw so many website, comparison website, that really works because, you know, I’m originally from Poland, and I know how difficult it is to make price comparison website.

Profitable in Poland. Yeah, so answering your question. Now, I don’t think this is a problem that they don’t, that they would like not to be with price compared with price comparison, website or even they would like to be offline because sometimes it, it happens as well. So you mentioned, you’re originally from Poland. There, there’s a fairly strong Polish Community in the UK. Do you think that it’s worthwhile a big camper comparison site in the UK, right?

Ting their site in a different language like polish. And if so how would you go about? Is it possible from an SEO perspective within the UK to Target other languages? Yeah, definitely. Because you mentioned polish Society, this is Polish Society who is right now and which state is a little settle down. A lot of people already have mortgages, but of people started to have families and maybe that’s

Right moment to think about them, maybe other communities and, you know, having website in couple of languages, maybe 20, and maybe Spanish, maybe, maybe, you know, Italian or even even Chinese, you know would be good. That’s one thing. And the other thing is to raise the awareness because lots of this communities is not aware that they can switch the concept of switching, you know,

It’s was quite exotic for me, as a someone who was rising in Poland. I didn’t know that you can do this that quick, that simple, that they painless, I would say so Rising, this awareness, and, and having websites in the local languages. That’s an option to go a little more broad, okay? So, but winning from a try flying perspective. You can obviously tell

Search engine that a website is intended to actually Target a certain country in a certain language. And you can say that there’s the alternate version is here if this person speaks that language. But if you search within Google UK, for example, in Polish, would you actually easily be able to find a version of a comparison website in the Polish language within the Google search engine? Or would you have had to act?

The be aware of the site beforehand. So, right now if you ride the Polish phrases to compare something like compare energy or something like that, in Polish, you probably end up on a Polish website, targeting polish customer in Poland, right? Dot PL. If you think about Polish people who living here in UK would like to switch energy, they will definitely use an English version of the term. 99% of them is fluent English, so they would be fully aware. So, that’s the that’s the – oh,

Creating this kind of website in local language here. But, you know, there is an option to go to Target people living in Poland, and who speaks Poland, and present them, the concept of price comparison in Poland yet. The question is, is this as easy to implement their important? How it would be. Here, that’s another question. If you’re actually targeting people who speak Polish in the

Uk then and they’re likely to actually typing then the search query in English. Is it a good usability option to actually have an option within the say, the top right hand side of our website to change the language or is that going to put some people off or as a good usability thing? That’s why I would like to have this website in local language because it’s something different to type a phrase, like price comparison of energy and different thing to

About this kind of you know, 500 words or thousand words explanation how it works. So that’s the reason why because I think we confuse the listeners a little, they would think that if everybody’s fluent English, why you would like to have a Polish version of the website, the Polish version of the website would be not to rank, it would be rather to give the explanation in the local language and I would do the same, you know, we’ve Gujarati with Hindi with with Chinese maybe not.

Our website. But the crucial pages that are the most popular and giving that the most important things they could be translated to local languages and you wouldn’t just rely on Google Translate for the translation. No. Oh, okay. I’d like to talk a little bit about Outreach, as well. I guess the challenge for comparison websites is they don’t actually own the products themselves so they can’t probably send products out to bloggers, for example, to review. So,

Is it possible to get bloggers to review comparison sites and perhaps even linked back to them? Well, I think if you if you ask bloggers to review your website and in return, give you a link you are and I know opposite to the Google terms and terms of you. So you cannot do this unfortunately. But but there is lots of this this review website, like trustpilot, like

Like fee Foo like Revo and so on and so on review center and you can use this website. So this is there is not that much SEO value but I feel like you know, stars under the website and start switch from one to five when you see this and you see foreign foreign 6 for an eighth star of 10 and there is like thousand reviewed. That’s something we just telling you about the quality and you more likely are going to to

Visit the website then website without a Stars. I wouldn’t go with this kind of strategy of bloggers who will start linking to web site because of the of the review that’s kind of tricky but there are other ways to get links. You know, it’s enough that you are first to write about new iPhone. You are first to give a review about new iPhone. You are able to you giving clear message that hey this photo if you want.

They are free where to use on your website and then lots of bloggers may go to your website copy photos and then write source and then website where the source is from, okay? So a better strategy is to write amazing content, share it with your users, share it on social media, and then if it’s that great, then bloggers will naturally pick it up and possibly linked to it. Anyway, especially, if you are early adopter, if you are first, if you wrote about something that other people didn’t know about, you know, and you giving like breath.

The phone that is not even yet, or like, is just available for two hours. You know what I mean? Because your guy was there on this conference and could write quickly bullet points, which you converted into article and bomb. It is right now online. So the Blogger and when you wanted to go with social media, again, social media is a part of SEO strategy. These days another Brokers will pick up and and you know, if they see the photos that they have no other source except of your way.

One. And even if you would like them to use this, they probably will copy this photos and you should be happy because most of them will mention Source. Okay, so earlier in the conversation, you talked about Google trying to challenge Facebook with Google+ but it not really managing it as a social network for comparison websites is it important to be on Google+ or other other better uses of your time to actually focus on from a social network perspective. Everything depends.

Each time you have. I would suggest to maximum three social media. Networks are what you should deal with. Yeah, if you want Google Plus that’s fine. If you want Facebook, that’s fine. If you want Twitter, that’s fine. That’s our three. But don’t go then additionally with Tumblr Pinterest and and Flickr. Because that will take too much time I personally. And I’m always telling this, I’m a fan of Twitter and I think that LinkedIn is a holy grail of my social

Your media world. I’m also on Facebook because of the photos of cats of my friends. So so so I would I would suggest to go no more with three and you know, the fact that I’m not a big fan of Google Plus doesn’t necessarily mean that some other person would have a different opinion. So 1/2 that you didn’t mention. There was YouTube, is YouTube a social network or yeah, definitely, definitely YouTube. Good. Great Value II. Forgot about this. Yeah. And, you know, I think

Majority of price comparison website. Definitely is utilizing YouTube and very interesting way. Let me give three first you can review mobile phones. For example, the end there is lots of reviews of mobile phones. Also from price comparison website. Second, you can upload your commercial that you have in TV in YouTube in to YouTube. Yeah, there is lots of people especially when he’s funny and engaging, lots of people likes to, to watch this video.

So how it was done and so on, so, on and the third one is like, making off to making of the advert do, which is right now, in TV. So, all this, take take out, I think this is how we call this all this boat takes, I take some outtakes bloopers and all these things that makes, you know, a little more human face. And he’s funny. And he’s engaging, and it’s also got kind of a viral potential, so that’s our threeway.

To go. And yeah, possibly, there is a million others but YouTube is definitely a channel. Okay, that’s great, YouTube tips there, but if you’re producing videos in a regular basis, for your business, is it better than to have your own video player and have a video sitemap as well? And perhaps get your videos listed within search results by themselves or is it okay? Just to go with a YouTube channel. I would go with YouTube because

You’re targeting audience, which is there and you can start collecting subscribers and so on and so on and it can be your additional Channel. This internal players are more when you trying to put content behind a pay wall. So when you are trying to make a course which people should pay first and then see the video. So visit Vista Vista. Yeah. With with yeah we still works Christian band from you Pro as well. Yeah I’m a big big fan of with you but

But obviously, for this kind of price, comparison website activity, I would rather use YouTube and again like there is a Vimeo, you could go with but I think it’s more about let’s find maybe potential customers and so on, and so on. Because there is also potential to put adverts on YouTube, yet in front before the specific type of videos, you can present your adword. And considering the amount of the people that every day is on YouTube, that’s fantastic, way of at least bringing or

Brand awareness and also converting. Yeah, no, that’s a good strategy all by itself. I was thinking there for a second as a video publisher and that you don’t make that money from Edward. But as a publisher of course, you can actually select what videos you want to appear in front of and that’s a completely different. Digital marketing tactic, go by itself, possibly deserving another, another whole session by itself. I can invite that you haven’t been put off,

This is wonderful me, we’re approaching about an hour, so you’ve been on and it’s a lot of incredible content that you’ve shared. So I reckon that just about takes us M, to Too Close for today. Do you think there’s anything that I didn’t ask you that? I should have asked you? There was, there was, I think when you originally sent me this list, there was a question about part of the website that you wouldn’t like Google to index.

Ex, yes, that’s absolutely right. Yeah, very good question. Sorry I missed that one. Yeah, so yeah. Obviously, a few years ago, pagerank sculpting was very popular, wasn’t it? But you can do different ways of trying to get Google to index, prefer, certain pages more than others. So did you think that’s still an important SEO tactic in couple of last year’s? I just, I just found very interesting cases. First case I would like,

Mention was the website with six million pages and they noticed that when they achieve this couple of million Pages, indexed adding content become very difficult because they were adding one blog post. And when they were waiting weeks to be indexed, mainly Google was keeping the kind of a budget. They have daily Crow and they were never been able to find this one or two blog posts across the Six Million Pages. They were trying, maybe they lie, they were trying to crawl, 10,000 pages, but, you know that

How lucky you need to be that Google would pick up these two new blog post. Also in this 10,000 when you have six million pages. So what this Buddhist people don’t, they started to shutting down a little different part of the website and keeping only the core part. So it’s not about patience capturing, it’s more about, think about this, there is a type of page, which is called, which is called sandwich page. When you click a deal, we want to land first, there is

Like now you will be redirected to let’s say there is a company named Mia. Now, the standard each page which stands for 2-3 seconds here next to this. You can track a lot of things. There is thousands of thousands and which pages are generated because of you have thousands of thousand offers and you don’t want Google both or any other boat to cross under each Pages because there is no valid to be indexed that first thing. And the second thing there is no

Sense to let Google to Crow to spend their budget on some pages. That doesn’t have. I mean, the value is there, but the value is about tracking. There is no value. If someone will land on this sandwich page from the search engine, okay? Yeah, absolutely. And now another thing you can analyze your web block. So you’re going to your server cpanel, or Amazon Cloud. You downloading weblog, and Maria.

User agent. You only selecting the one which is googlebot and then you will see, let’s say last 30 days how Google was crawling your website and you may discover that Google is trying to crawl. Lots of for all 404 pages. When you start digging deeper, you may see that this 404 Pages belongs to the folder / e mg because 3D three years ago, you had slushy mg and there is lots of backlinks from external website point in there. And Google is still trying to crawl over.

And over and over what you doing, just disallow this EMG or, or redirect to your one on homepage. Do something that Google is not trying to be in this Loop for a 440 440 for and brightness here. There was this company called both Fe. I think they are very very good in terms of analyzing this on the large scale. I am really fascinated to analyze this in Excel and SQL but obviously I wouldn’t go with millions of Euros but I I’m trying to be

Pretty good in there. If we talking about fifty thousand or hundred thousand Euros, just to give a little of context where Google is crawling and why this page or this sector of this sector of your website, shouldn’t be crawled and it’s more. Like, finally, the outcome of this is like, you never can say like, hey, Google do today. Crawl this or this. But you can say reverse Google, don’t don’t crawl. This, don’t crawl this. So technically maybe it will be easier for you to find what you want.

Google to find. That’s a lot of great tips with in there as well. I’m sure a few people will be replaying that that section that you just discuss. Just a final question actually in relation to that and sitemaps is it worth while putting priority scores next to each URL and sitemaps, I’m using for this course, and I’m using this from using this, to let some XML –, which is pretty good. And every time I’m using this tool, there is no errors. I had this question from my friend recently.

They had I answered in the same way, like, you know, if you’re going on this tools which are, which are creating XML sitemap automatically? Yeah, use this priorities. I think there is not much impact to use them or not to use them. But if the tool is giving you this option, why not to use them obviously, one thing make sure that they gradually going down because some people are doing this mistake that they put 1.0 1.0 across every URL. Absolutely.

And it needs to be the 0 to 1 scale, is basically an indication to Google across the whole site as to which pages is most important. And if you have every page at one, then it won’t know which pages are most important. Yes. And there is also this parameter change frequency here. So we can set this for a month or for a week at depends how. But you know, if Paige is not changing, or changing very early than,

On this and change shaded and use one month, for example, okay? Okay. I got good indication is so so so good to Mansion for people XML – And if the website is not very big that they giving this tool for free and if it’s big then pro version because something about $20 and then you can call thousands of euros while okay. Well you’ve offered to so much information there. Thank you so much for coming on and of course you’re welcome to come back anytime and please very much is always a pleasure to be

Be here. Thank you. Phil, please tell our listeners and viewers where they can find you online. Oh, thank you for opportunity. So, let’s I’m always saying, let’s stay in touch on Twitter and Linkedin. My my Twitter is look, Ash, as well as knee, and you can type the same on LinkedIn. And yeah, you can add me and we can have conversation or send me an email. And yeah, I will be happy to answer if you have any questions and you can also type SEO consultant into LinkedIn to find you can lie. Yeah. Then we will probably end up on my own

Linkedin profile. And there is also the Leslie dot u k, which is my paper leadpage. I was working today a little on great stuff and I’m David been head of growth here, analytics And you can also catch me interviewing online marketing gurus over at digital marketing So this has been a special pre-recorded webinar normally will broadcast a weekly live show at the debates. The ramifications of the latest SEO and content marketing use so sign up towards the next live show at this week in But until then take

Care and well done for making it to the end so I’m sure everyone thought it was worthwhile a deal sir. Thanks again very much thank you. Take care everybody.

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Last Updated in 2022-12-28T10:26:35+00:00 by Lukasz Zelezny