At RankArchitects, we focus primarily on creating real results for our customers that are visible in their store’s revenues, the number of registration forms sent or the number of visits generated with organic traffic.
We approach each project in a comprehensive manner, one which allows us to quickly generate noticeable results. Our cooperation with specialists in paid advertising, website usability assessment and business analytics focuses on getting the best results for your business.
By utilizing the various services that we offer, our SEO resources will become the sole focus of our entire team, which, when used properly, may bring your website an incredible source of traffic with a high conversion rate.
Currently, each website requires the presence of an SEO specialist at the mock-up stage; this will allow you to avoid many of the initial pitfalls. It also eliminates the costly process of correcting the page after its publication and avoid the costly emergence of difficulties in its positioning. The choice of technology to build a website, the right architecture of URLs, the distribution of content and individual elements are just some of the few points that should be checked before publishing a new page.
Today, however, we would like to focus on the questions prepared by https://collaborator.pro/, thanks to which we have the opportunity to answer several issues related to SEO.
You can get to know our team a little bit more and read the answers provided by our specialists below: Aleksandra Józwik (Head of SEO at RankArcitects) and Klaudia Kowalczyk (Junior SEO Specialist)
When and why did you decide to become an SEO specialist?
Klaudia Kowalczyk: When I graduated, I was deeply involved in working with online strategy and procedures. I assisted with the creation of blogs that conveyed a technical perspective and helped with their promotion, I also had my own blog. As I started my career I sought a company that would suit my values and standards and this is how I became part of the team. After spending three months on an internship here, dealing with issues related to positioning and SEO management; basically getting to know the SEO world better, I fell in love with this line of work, I found my vocation.
Aleksandra Józwik: The first time, I discovered SEO was when I was working as an editor-in-chief at a dietary portal, where I was responsible for planning the content, writing articles and dealing with the sale of diet plans.At that time I also started working with developers and learned about the basic concepts that are used in the industry.
The next step on my professional path was to become a copywriter at an SEO agency, which taught me just how much work it takes to create good quality content which must be friendly to both users and bots.
Gradually, I received new projects, which in turn allowed me to gain more experience as an SEO specialist. Starting work as a copywriter helped me to pay more attention to the quality and usefulness of the content. During my time with the agency, I handled e-commerce, content projects and company websites from various industries.
In my thirst for knowledge and expansion of my skills I moved to RankArchitects, where each project brought new challenges and experiences. Personally, an important element for me is working with international projects, in multicultural environments where we constantly learn about cultural differences or other consumers’ behaviors.
What was your first or most unusual promotional experience? Share your story
Klaudia Kowalczyk: One of the most interesting promotional experiences I had was with the depositing of another website that was a distributor for the client’s products. Sometimes talking to the client can gain new insights and interestingly I didn’t fulfill this task in the way we initially envisioned, because I managed to convince the client that he would only lose his websites traffic, and in this way I managed to convince him to take even more care of SEO issues.
Aleksandra Józwik: Certainly, every moment in which, as specialists, we observe an increase in the visibility and revenues of our clients is an amazing experience. After all the months of work translate into visible results it is always a fulfilling experience.
However, it seems to me that the most enjoyable aspects are projects that either stem from a long-term downward trend or provide a record visibility for the site.
One of the most shocking experiences, however, was seeing a website lose 60% of its organic traffic as a result of a mismatch with a Google update. The client contacted us with a request to perform a technical audit and during its implementation every day I saw how all the parameters were actually falling down vertically.
I am also constantly surprised by the approach to a domain migration and the lack of organization in this area, which ultimately translates into a loss of visibility for the client’s website. This is what the domain migration looked like after developers disregarded tips from SEO specialists.
It is also interesting that websites that cannot always boast of great performance results, however, with a refined design and a simultaneous commitment to high quality content, URL structure and acquiring valuable links, we can count on such increases as shown in the chart below. |For our client we performed a phrase analysis, on the basis of which we rebuilt the entire menu, created content and obtained links. During the cooperation, thanks to the use of canonical addresses, we fought with the internal duplication of the content. Despite slight drops with previous updates, the website currently has had the best visibility in its history.
This shows that, ultimately, Google will focus on pages with quality and relevant content, though even this takes time.
Here is a project conducted on the US market, where we combined the work of the Content department with a detailed keyword analysis and link-building carried out according to our predetermined strategy – currently the website also has had the best visibility in its history:
What will happen to SEO in 5 years? Where do you see yourself in this profession?
Klaudia Kowalczyk: Positioning will surely evolve in 5 years. There will be new media, new technologies and algorithms. All people involved in positioning will have to adapt and learn about new methods of working with them, it awaits me as well, so I will adjust.
I don’t think positioning is going to disappear as such; it is very possible, however, that it will be more difficult and it will be necessary to put more work and resources into the entire positioning process, because the network is getting tighter and tighter.
Aleksandra Józwik: I see a visible decrease in the click-through rate of phrases, even for businesses which have had the first place in organic search results; the appearance of new functionalities aimed at retaining the user in the browser and subsequent updates certainly do not create a stable environment for SEO specialists.
In fact, the dynamics of changes are so great that a few months’ break in the profession may result in considerable knowledge gaps.
It is certainly necessary to open up to and adopt AI, the ability to navigate in an environment where we have access to an unlimited amount of data with effective use and to keep up with new technologies will be the key.
However, we must not forget that people will continue to look for information, so it is up to them what the process will look like. Perhaps the share of Voice Search will increase. I am sure it will certainly result in the administration of more refined phrases. However, this will not change the fact that there will still be people who will start their shopping path with more general phrases.
As SEO specialists, we will create and receive more tools to facilitate work in the field of technical analysis, keyword research or content creation, but it will not replace the manual work with the websites, phrases and the understanding of a client’s business, the personal touch. Search engines are still evolving, but their main goal is to answer its user’s questions as accurately as possible. The SEO’s role is to adapt to the new requirements and technologies.
If someone wants to learn SEO, what materials should he study: books, blogs, YouTube?
Klaudia Kowalczyk: Due to the fact that a lot of content in positioning is mainly in English, some of the recommended content will be in this language.
My list of featured resources is as the following:
- Moz Blog
- Search Engine Journal
- Google Blog – the latest information straight from Google itself
- Semrush Blog
- Neil Patel’s blog
- Deva Group blog
All these resources are mainly injections of information about SEO and the latest news from the industry. If another website with interesting content comes into our hands, then we should never limit ourselves to what we think we know, we always need to learn to make sure that we stay at the top of our field, especially with case studies and techniques used to solve problems.
These books they will give you a basic overview of what SEO is and how to approach it, I recommend:
- SEO as an element of your company’s marketing strategy – Paweł Cengiel – a book with basic knowledge about positioning
- SEO Playbook by Sławomir Czajkowski – it’s full of cool and useful material for creating the first SEO audit. It is also a big pill of knowledge about positioning and its elements.
Aleksandra Józwik: It’s best to start with materials prepared by Google: https://developers.google.com/ https://www.youtube.com/channel/UCWf2ZlNsCGDS89VBF_awNvA. In most cases, the answers to your SEO questions are probably already there.
Another way is to track blogs of popular tools: Ahrefs, Screaming Frog, DeepCrawl or Moz.
However, the most valuable source of knowledge and the way to understand how SEO works is by running your own projects where specific problems and questions arise. Only through work on a living organism, can we check whether a given theory is true or not. You can often come across a situation where two experts have completely different approaches and this is where personal experience comes in to play.
In addition to theoretical materials, it is also worth talking to other experts – developers, programmers, designers and graphic designers. This allows you to better understand some of the processes involved in creating a page and to optimize a given element.
It’s also a good idea to run through a few pages with different crawl tools and check individual warnings. It allows you to create the habit of automatically checking the basic elements for the page. With the current access to knowledge, the first step is actually already there and by entering a query in a search engine you may find your result.