User Intent Analysis with Krystian Szastok

Krystian Szastok was next up on the podcast which you can listen to above, Krystian is an experienced SEO originally from Poland but has moved around working across the world but has recently relocated to London which will be his base for the foreseeable future. So on the podcast we started off by talking about the FREE schema plugin that Krystian has made alongside Online Marketing Gurus, the plugin can be found here.

Its simple and easy to use and will allow you to go after those answer box positions you see when you Google something. I have played around with this schema app and it works 100% and when you run it through the schema tool there are no errors, which is more than can be said for many of the other schema plugins out there.

User Intent

But over and above the plugin, Krystian was talking about User Intent, what that means and why this is important from an SEO point of view, we hear people talking about intent and have done for a number of years, but is Google really starting to implement this to weed out some of the pages online that have clearly been thrown up with no thought?

As we all know Google has to update their algorithm to clean up the web, with the volume of URLs and pages being added daily there has to be a way to filter the stuff down to give users the best websites for any given search query and user intent if you think about it from a common-sense point of view would make sense. So listen to the podcast to find out more about what Krystian has to say on user intent and much more.

A transcribed version of the podcast is below.

Welcome to this podcast, where I’m joined by Mr Krystian Szastok. That’s the best it’s ever been pronounced, Krystian, am I right?

That is the best in the UK that anyone has ever pronounced it, correct.

So I’ve got a lot of Polish friends and always get their names wrong. I end up nicknaming them, like, do you know Milosz Krasinski?

Yes. Yeah.

I just call him Milo. I can’t be bothered with as Milosh pronunciation.

That’s close. That’s close.

So, anyway, welcome to the show. For anyone who has no clue who you are, just give us a bit of background, what you’ve been doing, how long you’ve been in the industry and stuff.

Sure, sure. I’ll do the elevator thing.

It all started 13 years ago when I came to UK, maybe 13 and a half now. And I came here with no education, no real education, no experience, no talents. And I was very fortunate that in one of my temp jobs, I worked with a guy who wanted to start his own bed and breakfast and he needed a website. I was just about learning how to put together HTML and CSS, just about how to make websites back then.

And, yes, I made him a website. It took like fucking three weeks. He paid me 100 pounds and 50 of this was above us because I only asked him for 50. It was my first website.

So after this he says, “Krystian, thank you for the website. It’s amazing, but what I’m typing bed and breakfast Hastings into Google, it doesn’t appear. Can you do that for me?” And I was like, “Well, I just did this thing. I might as well learn how to do the other thing, right?”

So it took a few years. Sorry. That keywords took a few months because, obviously, I had to learn everything from scratch, but after that, it took me a few years. I joined one agency. I got head hunted to another agency and then another agency. Then I spoke in BrightonSEO a few years ago. And at that stage, that point, I was pretty much a actor in terms of the demand for me, the job market, so shall we say.

But about five years ago, I started my own business. I finally decided to make the step to be my own man, my own director, freelancing. And now, slowly, fingers crossed, this year, I may even have my first hire hopefully. We’ll see how it goes, but maybe one day I’ll make one of those SEO agencies we keep hearing about having all those [inaudible 00:03:01], right? That’s right.

That plan to build an agency, is that right?

Step-by-step. I’m thinking about something boutique. I don’t expect it ever to grow more than 5 or 10 people, max. I’d like the remote model, but I found that that’s really hard to make. I tried it a few years ago, two, three years ago. So I’m hoping that by just beginning with one or two, three people actually in the tight team and having that kind of workload well distributed, then from that I can make you move up to something maybe for remote.

But that’s what I’m thinking, build a strong core team here in the UK, and then, of course, if there are talented people out there, then you don’t look up and you’ve got to work with that, right? And don’t want to believe that it’s That’s just London, equally paying London salaries and London office rates, which are a bit heavy.

“A bit heavy” is more joke, those London rates. And I’ve got a couple of friends who have got agencies down in London and this is no joke. Their monthly rent is more than my yearly rent in Scotland. And, obviously, the salaries are probably double what we would pay someone an average salary as well.

Of course.

Yeah, it’s a lot. It’s a lot, but it’s doable, and hopefully, you’re able to get a balance between a good team and offshore workers. I think that’s probably the best model.

So hopefully your agency is a success. I think using a balance between dedicated UK workers and maybe outsourcing certain elements is the best model going forward. Because I certainly think trying to hire more people, especially those London rates, is insane.

Of course, it just passes to the clients, and I think there’s a fine balance there between charging people a [worthy 00:06:00] rate, but also providing them value. And currently, I think that’s a challenge if you’re paying extremely high salaries and very high office rates. Then your margins, the difficulty is going to be providing them with value.

FAQ FREE Schema Plugin

So what I’ve also been looking at is recently I’ve teamed up with the team at OMG, Online Marketing Groups, and we’ve launched an SEO plugin.

So give me a second. I literally going to make a teeny tiny, teeny tiny plug of that.

And then we can move on more interesting topics. But it’s a work of passion I basically was struggling with. I was thinking that I see always in the SERPs, I’m missing a lot of expanded listings from my competitors where they’ve had their little answer bits popped down just under their listing. And on some SERPs, I’ve seen three of them on the front page, and that meant that my client was ending up lower and lower because of that, right? Because theirs are being pushed by this one and this one.

So I’ve made this plugin called WP FAQ Schema for pages and posts. Not very sexy name. I’m no Yoast to have a very catchy name, right?

So I couldn’t call it the Szastok plugin. And definitely nothing too sexy, but it does its job and I [find it has 00:07:20] really good case studies with clients having those expanded snippets, having that expanded visibility on the SERPs, and that’s it. If you want to check it out, just type in FAQ Schema into your WordPress plugin search or just Google this stuff and you should find it there.

Just a couple of questions on this, Krystian, before we go on to other stuff.


So I’m a guy at the moment, when I’m trying out different schema plugins module, not just for the show, I’m always late to everything and obviously I’ve seen something, I think it was Neil Patel if I remember correctly, that released a post maybe a month or so ago, and he was talking about an FAQ schema plugin, and I started to add it to the bottom of my pages. And I’ve not really seen too much of a difference so far in terms of the stuff that I’ve got. How long would someone who has posted on their website take? How long would I expect to see results from this?

How to get those Answer Snippets

So the whole process in a nutshell, first of all, you’ve got to add questions and answers in a way that are actually within the content of the page, and then they have to be marked up. So I use JSON for that. So just step number one, you’ve got to have the content of the page and have it marked up. It has to be unique.

Then the next thing is that the questions should contain the keywords that the page is optimized for. So if I have got a page about business consulting in London, some of those questions should have the words business consulting or business consulting London or London business consulting, whatever right variation. So that’s step number one.

Now, once you’ve got it going and it checks out on the structured data testing tool from Google, and you’re correct that there are no warnings, there are no errors, etc. After indexing the page, if I re-index it, I first do the indexation for Google, I’ve had it as soon as the next day. So it should be pretty, pretty quick if it’s implemented correctly.

The problem I had with mine, and I’m not sure of the exact plugin name, and I don’t want to, obviously, dismiss anyone’s plugin, it did have errors. So it’s got this test schema tab at the top, and when I tested it, it did come up with certain errors that weren’t content. It wasn’t errors in terms of the data I had put in. It was saying something was missing some part of the … I can’t remember what it was, but something was missing.

So that, to me, shows me that the plugin hasn’t pulled in all the data or isn’t doing its job properly because it literally was a case of adding it. But I’m going to try yours out.

I would expect a website with the kind of power and metrics that it’s got to be doing something already. But yeah, I’ll need to check that out because I need to get my finger out get some more of those answer boxes. I could plugin from Krystian as free. There were no premium versions, so have a-

No premium, no premium, no subscription, nothing like that. It’s fully free.

And, so that people get a background, this was a plugin that you had a need for your own site and your clients’ sites. You didn’t actually ever intend in releasing it to the public, but somehow you’ve been talked into it and it’s now there for us all to take advantage of.

So, check out, guys, free, no harm was done, test it out. And over 700 people have it already, and I’m going to be the 701st. After [inaudible 00:11:06] and give it a bash and see if I can get myself some of those.

But anyway, onwards, and there’s more to life than one single plugin and a little bit of FAQ schema. I’m sure you have other skills, other stuff.

One thing I do want to highlight to the audience is most of our dreams for everyone is to maybe land on a beach and work there. And I’ve been working hard to try and get enough money to go to a beach. But you’re doing the exact opposite.

This week, Krystian, alone has moved from Spain, from an apartment that had automated blinds, pool downstairs and stuff, and he’s back in London looking to start this new business, so yeah, that’s some going. You’re doing that part in reverse.

Sometimes you got to swim against the stream. You don’t want to just follow everyone else’s dreams. You’ve got to make your own. And yeah, I’ve spent the better part of 2018, I lived in Bali, in Saigon, in Vietnam. I lived in the newest part of the city that was built at the 45th floor of a skyscraper there with a view on a hundred-floor skyscraper just next to it, which is the highest building in Vietnam. And it was amazing as well. You have the cleaners come in three times a week. Everything’s connected there for you. Actually everything’s there. It’s fully serviced apartments. You have your own gym in the building, swimming pool, a cinema next door, shopping centre, restaurants, food halls, everything.

Then I lived in Russia, in St. Petersburg, which is also beautiful, then in Spain for the year, just a half a year in Barcelona, half a year just South of Barcelona in a holiday town, a resort town, you could call it.

But to grow the business, my mentor taught me that. And I always ignored him until I tried it. And now I know he’s right. You need to have a stable base. You need to have a stable base for your customers or your clients or your contacts or your network. You need to hang around all the people that actually make you successful, that motivates you.

And as happy as you can be on your own and travelling the world and living in Bali next to a sacred monkey forest, and riding on a scooter around into the sunset of the temples in Bali, or surfing in the sea somewhere, right? It’s a jungle.

Look, at the end of the day, some people manage that. I know that you know some people that manage to do the amazing businesses from there. For me, it just wasn’t my climate. Maybe it’s just me being Polish. Maybe I’m just addicted to the cold and the wind and the rain of London maybe this is. I’m also from the capital in Poland, from Warsaw. Maybe I just feel better in a city than some of the most beautiful places on the planet.

It’s really interesting to hear that someones went away, especially the fact that you’ve tried it, which I think is really good, but to also come back and say, “Do you know what? It doesn’t actually work for me,” because I think a lot of people chase this dream of living abroad and do it to try and appease other people like you have to look as if they’ve got this crazy laptop lifestyle and maybe they aren’t enjoying it that much because they’re away from the family and the friends or the comfort zone or the network of people or whatever.

So I think, obviously, whoever your mentor is is obviously a very wise man telling you you’re probably doing … It’s the same with myself and a lot of the kind of UK guys, that we all came to hang around together. We’re not in each other’s pockets every other day because lots of my SEO friends are sprawled about from Brighton right up to Glasgow, but we always do you have parties or meetups or masterminds or whatever you want to call it. And even just being able to jump down to someone’s office for a few days and sit and do a better walk-in pick up ideas are or whatever is certainly a wise thing to do.

But as I see it, it’s not eccentric. And you see it was like at a time in camp. And I think sometimes you see that with a lot of the guys out there. I mean some of them, like Matt Diggity for example, he’s a super motivated guy and he’s able to.

Super successful.

Super successful, motivated, but not everyone is like that. And even me, when I started out as a freelancer, I actually had to get an office because I could not sit in the house and work because I would just go to sleep or-

Yeah. I think the important thing is identifying what suits you yourself and what motivates you and gets you going. But while you were out in Saigon and St. Petersburg and all that kind of stuff, what was your business model? What were you doing? How are you making money?

Just I say a consultant because I always do, just helping my clients with SEO, jumping on calls with them, sending them technical specifications, kind of make them achieve those better rankings, more visitors and more sales just remotely, right? So I learned to do it all over Zoom video conferencing, a lot of screen sharing and just putting in the hours.

It was challenging, especially in Bali and Saigon because of the time difference, right? It was easy in Spain, but obviously new [inaudible 00:16:51] if some client wanted to have a call at 12:00 or at 1:00 PM, it was for me, I think it was 9:00 or 10:00, and it was very late in the evening for me there.

So, obviously, the days were a bit different. I would wake up in the morning and then I would start working around 12:00 and just work from 12:00 onwards. So I would have my relaxing time in the morning and then work, as opposed to what we do in the UK when we get up in the first thing in the morning, get all the work done, and then 5:00, 6:00, or 7:00 PM, whatever time you finish, you have the evening to yourself. I had this model reversed because of the time zone.

I didn’t love it, either. It was nice. It was different. But I am a morning person. I wake up at 5:00, 5:30 and I get to work. I get my morning routine sorted out. I know what I’m doing in the morning. I’m meditating, I’m planning, then I’m catching up on everything and I’ve got my day sorted every day. And in this way I can be productive and moderately, moderately successful.

But otherwise, there, I just couldn’t keep it. I just couldn’t do it, to relax in the morning and then somehow switch myself on after 12:00. Very challenging.

Yeah. No, I can imagine. I think most people are the same. You wake up with energy, you’ve got your to-do list and boom, boom, boom, and potentially bummed out as the days goes on. Well, certainly, when it gets to 2:00 or 3:00. And during the day, I probably had my most productive hours previously, and I just start to do emails and stuff.

But morning is certainly the thing that focuses me, and, yeah, I think I would probably struggle if I’m being honest, trying to be lazy all day, sit [inaudible 00:18:31] and then try and switch on at night

And fair play to people who can.

So, consulting, what sort of things … Is it overall as your consultant? Is it technical stuff you do? What is your kind of main bread and butter when it comes to consulting?

So, over the years I’ve decided that I will step away from … I try to step away as much as possible from the whole technical versus content. And, as much as everything I do is, you could call it mostly technical, however, a lot of it is to just working with the intent of every search query and what do people actually want to find.

So it very much blends the content versus UX versus technical. And what I’m trying to do basically is, when I’m noticing the latest updates, the updates you could say in the last year really, definitely the January core update, the September core, and the previous core updates before that in 2019. I think that Google is going more and more against the [queries 00:19:41] that are hitting your page and then how well can you fulfill the promise against that query.

And in the past, it was very simple to just mention the keywords from that query of your page and you could get by. But nowadays I’m really thinking and I’m really seeing that a lot of the queries, for example, I think the client that had templates on his page and he was talking about the templates for some kinds of documents, and he was getting tons of visits from the keywords containing “letters,” “letter examples,” and “letter samples.” However, nowhere on the page, if I was coming for this page, there was not an actual letter example there for me to see. They had templates that you have to fill out yourself and make them work, but not a single actual letter example to me to see what is the example of how does it actually look at when it’s finished? Right?

And there is a clear difference for me. If I was looking for a letter example, I want to see an example. I want to sit down and think.

Yeah, yeah, yeah.

So they weren’t meeting that intent at all. And as a result of that, they were losing in the rankings big time on these specific pages.

And once we remake those pages, once we fix them up and actually show them an example of that, and obviously we mentioned the keyword as well because we have to tie it to the section of something logical. So people come for the [inaudible 00:20:53], they see that. And then it started to work. Then the next core updates, they got the ranking spot and they’re back to number one.

So I’m seeing this thing happen a lot, that people just are used to just wanting to grab every keyword they can with their page and don’t care really what the individual finds.


A lot of people are always moaning about the most recent updates, and it probably is the intent thing. You hear the word thrown about a lot. You use it and there’s more than 10 on the page and that’s that, then the next thing. And obviously the example you’ve given there in letter examples is the perfect way to get your head around that. And it makes common sense for Google not to rank that page if it doesn’t have an example of a waiter.

However, my question to people like you who are interested in those very specific things and probably do a lot more tests in the [inaudible 00:21:56] on that type of thing, as you look at Google’s tools or Google’s NLP and stuff like that, and it’s not actually that clever.

If you look at it, Google can’t tell there’s any correlation between Apple, apple pie, and apple vinegar. They don’t see that all of those three things are probably semi-correlated. They see them as completely different things.

So how good is Google at actually figuring out whether your page is perfect for that user intent? How are you determining that? Is it just your own common sense? Is there a tool out there that you can check things out or not? What does your [crosstalk 00:22:43] test look like for that?

So, without giving every single step and giving it all away, in a nutshell, of course, there are a few tools. A few tools I’m actually testing at the moment because I am interested. I do a lot of testing, and I do a lot of comparison of the results of different tools that they give you.

The few I like at the moment is Surfer SEO and Page Optimizer Pro. They’re the two ones that looked quite interesting to me. I’m playing around with them. I needed to get the premium subscription so that will run the reports I was doing.

What I’m trying to do, previously to that, I was just using Google search console and the queries per page report and date comparisons, and obviously with UK being selected. I was doing a little bit of device as well, so trying to see is there any difference between what I see on mobile there, but that was a strong thing.

Another thing, it is a little bit of a gut feeling when you look at your competitors page that is number one currently, and I know these guys are always number one. I can see it in SEMrush or I know it from memory because I know my competitors inside out. I’ve done those queries.

So when I look at their page and I see their content, they very, very often … How well does Google understand the entities on their pages versus on my page? I can say sometimes that they mention words that we’re clearly not mentioning. They’re mentioning facts that we’re not mentioning. They’re mentioning statistics that we don’t mention. And as it very often comes to location pages, and everyone’s still trying to do those, their location pages mention nearby events or nearby locations or nearby monuments, buildings, special interest places, we could call them, right?

So these are entities that Google understands, right? They know if you’re in center of London, there is St. Paul’s Cathedral. So, and you can look at that and you can say, “Well, our page, if I was actually trying to learn something from our [landing 00:24:45] page, can I actually learn something on it or is it just telling me “Our business provides …” explains its services and we’re in London. Well, this page that teaches me how to do the process step by step and the picture tells me about what service they provide, well, I would learn more from this page.

And I think Google looks at that more and more. I don’t know if rightfully, because I’m seeing some people having to add tons of text to their pages in order to make them rock because the competitors are able to kick up the content all the time.

Does it know how to read it? Difficult to say. I do like to think, circling back to the FAQ schema, if you’ve got those questions showing the SERPs, well then people when they see that listing, at least they can hook their eye over that and they can see that and say, “Maybe I should find that out in my process of renting. I’m just looking for a remote office now, like a coworking space thing.” And they have some valid questions there that I would want answers.

Do they have lockers, for example? Do they have 24/7 access? There are some things there that you should mention. Otherwise, your page is just crap, and if it’s a particular location that isn’t advantages, I should know that from that landing page. I shouldn’t have to Google for 10 minutes to find everything that’s in the area.

So I kind of see the pluses and the minuses. How well is Google recognizing those entities? Tough to say because I’m seeing some cases where they’re pretty good at it. And I’m seeing those cases where they’re piss poor at it, and people that are putting up very crap copy onto the [inaudible 00:26:10] for a dollar or [inaudible 00:26:11] are winning. And that just shouldn’t be this way in this day and age, right?

Exactly. I think, for me, you hear people talking about it and it all makes common sense. My fear is do you actually spend all that time doing it and Google just don’t understand it that well, and that’s the way I would look at it.

But I think it makes total sense as well because, since November, I’ve noticed a lot of Amazon websites being hit by some kind of update and they’ve all started to dip. And I think obviously that it would make a lot of sense what you’re seeing. We all chuck up Amazon pages willy nilly, and is the intent that good or is it not? We’re all just looking for the cheapest, [crappiest 00:27:01] content. And I think the guys that have kind of recovered from the Amazon stuff, and I was talking to someone today who said he just started looking at his top 10, 15 pages on his website, started to bulk up the content, tweaked stuff, and from there he started to see it rise up again.

So I think gone are the days where you can just whip up any old content. The job, as far as I’m concerned, is just getting harder and harder. Like years ago when you first started, chucking up a one page website on an exact match [inaudible 00:27:36] dominate-And it’s right up there.

And obviously Google couldn’t have that because people started to do that on a massive scale. But I think it’s important that what you see, if you look at a page and can you learn something, can you get something from this page, or is that a shitty sales page that says, “I’m the best at SEO and I’ve got these packages and blah blah blah blah blah”? That’s kind of boring and that’s kind of shit, and it would make sense for Google not to really want that.

So I think anyone listening, I think, what you’ve said in terms of user intent and maybe looking at your page and going, “Will I learn anything from it?” It’s a pain in the ass. It’s just going to mean a lot more work, a lot more thought, you’re going to have to tweak your processes, educate people further to think the same way that you’re thinking.

Of course.

But I think, if you want to chase that bank money, you’ve got to put that level of getting done in.

And it’s the same with technical SEO and stuff as well. Technically SEO wasn’t a thing when I first started. No one bloody cared about half of this stuff. And obviously no good one would be that very specific elements, site speed and all this other kind of stuff. And again, mark you down if you get broken links potentially or whatever.

So I think the job is it’s just getting bigger, harder, more difficult, but as long as you keep on top of it and listen to smart gays like you, and obviously, what I love from guys like you is the testing. And I wanted to talk to you a bit about your testing because I love hearing guys who regularly do test after test after test after test, single variable testing. I even signed up to groups in the past where guys just published the results of the testing, which I don’t mind paying for because you guys are doing the testing and releasing that data. I’m not saying you do, but there are guys who do it and give you the answers.

But what type of tests are you doing? What kind of things that are interesting in you going forwards? It’s 2020 now. we don’t want to hear about shit you say, audits and all that because everyone’s spoke about them in the past, but is there anything cool and new that you’re testing that you think, “This might the next big thing”?

So what I’m trying to do is kind of what you said, I’m trying not to do, as they say, I’m trying not to chase the [algorithm 00:30:04] necessarily. I’m trying to see if this core update caused an issue. I’m trying to see, okay, what will the next one do and try to go in that direction because I can’t fix the one that just happened.

So what I’m trying to do is look at the history of those core updates. Who was hit in the previous one? Did this particular client get hit in this one as well or did they not? Is this the first time that they’re getting affected? And then their competitors. Who came up on top this time and who seems to be doing, you could say, the logical thing and the thing that’s kind of in line with Google’s vision.

So particularly it is, they keep on saying make better websites, maintain the quality of the website over long periods of time, etc., etc., and big improvements, right? So I’ve tested the mobile speed quite a lot and I couldn’t see much of a difference unless you were coming for UMP, and then I had some successes with that, with them setting those UMP pages. It’s not that amazing. They can’t compare to their more developed [inaudible 00:31:01] pages in terms of conversions. And clients like to have their super and fast-tracking as well. They don’t like to get rid of any of that.

So what I’m looking at at the moment, again without giving any super secrets, very often it’s basic things like reviewing the entities on a page, but also looking a lot at page layouts and how that information is presented. So you’ve got this whole argument on an eCommerce website, especially with the text at the bottom of the page versus text at the bottom of the page, or is WooCommerce better than Shopify or whatever ads people are using.

What I’ve seen today, which was a very interesting case, it was an eCommerce website. It was built on a bespoke and very HTML light frame. So they basically didn’t use anything like WooCommerce or Shopify, no code bloat. They didn’t use WordPress or whatever else, right? And the code of that page, it was less than 5% of my clients’ code. So the whole page of their product, the same as my client’s product, well, not the same, but the similar number of them, was literally less than 10% or less than 5% of the overall code that we had because we’re using WooCommerce. We’re using a lot of [inaudible 00:32:15]. We’re using WordPress, obviously. That’s bolted on. And for the years of [inaudible 00:32:22] functionality is just huge now. It’s a huge resource hog, right? It’s [inaudible 00:32:26].

And that website [swims 00:32:29] competitors’ websites, right? So, for all the rankings across all those guys, so lower bucket. It’s more a bucket profile. Nothing stands out in terms of authority. They’re not getting coverage from Guardian yesterday and from Mail today. Nothing like that. But the skinniest, the thinnest website, the crazy super fast website.

I don’t think it’s the speed particularly. I think it’s maybe just the lightness of the code and how much value they’re providing, how much keywords targeting they’re providing, because there’s no diluting all of that code like tons and tons of plugins and tons and tons of [DIVs 00:33:04] and classes and inline code and everything else, right?

So we’re going to be looking at testing now doing the same and doing his next eCommerce website based on that and actually looking at how it does [inaudible 00:33:15]. What are they exactly using to make the transactions happen? And can we build something similar without having the transactions, just like inquiry [inaudible 00:33:24] because we’re trying to build like a thing where you don’t make a purchase? You more inquire about the product because they’re bespoke made. They’re kind of bespoke fitted and everything.

So fingers crossed. That will be an interesting one to see. And actually, I’ve seen it a few times when a bespoke made website can fare way, way better than the WordPress that everyone froze out. And it makes a bit of sense from Google because you’ll always see the more effort you put in [inaudible 00:33:49], more Google rewards you, the more you try it. And I think that is quite an interesting test to do. I’ll be playing with that. That’s a bigger thing.

I’d love to have you back on. And obviously, in the future, if you ever want to come back on and share your thoughts of that test, it would be very interesting to hear because Google’s biggest costs and one of the biggest things is obviously the server, the crawlers, and everything else.

Of course.

Obviously there are billions of pages being added on a daily basis. So you always ask yourself the question, where does it all stop? Everyone here isn’t an internet marketer and one of Google’s biggest costs is being able to crawl stuff. So if you deliver websites that are 5%, or less than 5%, of what someone else’s website is, why wouldn’t Google love that website and why would they not reward that?

And it’s amazing that you did such a website that’s been able to steamroller ahead and get such good results even though maybe the backlink profile was not as powerful as everyone else’s. So I think that would be a very interesting thing. If you’re making it easier for Google to kind of cull that website and it doesn’t have to go through all the shit that we’ve got on all of our websites, it would make sense.

So I would love to hear the thoughts after you obviously implement that. I think it’s obviously a very good test and one that is fairly interesting. But going forward, what … So just before we tie off the end of the webinar and all that kind of stuff, going forwards, you’re obviously back into London this week. You’re looking for coworking space. You want to build the business. For anyone who’s lusting going, “Bloody hell, that Krystian’s quite a smart guy,” and-

Not many people will take that, but thank you for the kind words.

What are you offering people? How do you help people? Are you still doing consultancy as a consultant? Do you offer any services? Let us know what people can come to you for now.

Sure, sure. So what I try to do really is, I do have a unique way to manage the clients and deliver the value. And I’ll try not to give the secret sauce, but we do work in sprints.

So the idea, in a nutshell, is I’ve decided to do something that no one else does, which is to talk to every client every week and make sure we’re … To my knowledge, no one does it anywhere in the industry.

I think most agencies are trying to get away as far from clients as possible for the client services that separates themselves and build those layers. So the person doing the work is here and the client is somewhere at the other end of that separated by layers and layers of people in that chain, right?

So what I’m trying to do basically is, whoever has a website and they’re making money from Google, from inquiries they’re getting, whether it’s PPC or SEO because I’m back to doing my certificates for PPC because I’m doing it as well.

But that SEO, the core SEO, is really the thing. If you’ve been hit by a penalty recently on Google, in other words, your rankings, one of those core updates. And that’s my bread and butter. That’s what I help people get out of.

And I have some ready already with case studies. I’ve got some good case studies of growing businesses, meaning from zero to hundreds of thousands of visits.

So it takes work. It takes work from my side. It takes work from the client’s side. And it is usually a consultancy, but I do all sorts of resources for copywriting, etc. It’s just, obviously, an added cost.

Not very sexy of an advertisement, but that’s just the honest truth, right? To do SEO well nowadays, it takes a lot of effort and a lot of work and some money.

Exactly. You need a budget to make a success of it.

So what is your website? Where’s the best place to get ahold of you if someone wants you?

You’ll have to pop it in a description here, but if you Google my name Krystian Szastok, which no one is able to, that’s where you’ll find me. The sexier name is Newtide Digital, and that is not amazingly Googleable at the moment. I should probably work on that as I do interviews, etc. But usually people just know me from here or there or they take a screen shot of my age and they reverse image search it and they find all kinds of disturbing images on the internet of me. But eventually they find the website, too.

But the output are linked to your own website, the new digital website, and maybe your Facebook profile or something, for to anyone-

Of course, yeah.

-Who’s looking to reach out to you.

But, sadly, we are out of time, Krystian. We could probably talk all day. Feels like we’ve just scratched the surface with that stuff. But we don’t want to bore everyone to tears. Would love to have you back again to talk about your testing and how that went with the custom-built website, so if you ever are up for sharing, I’m sure we would all love to hear that.

But in the meantime, as it seems, thank you for joining and I will no doubt catch up with you soon.

Excellent. Excellent. So, right, I’m looking forward to seeing you’ve at some conferences finally, because I keep missing you, but I’ll make up for it, I promise.

Yeah. There’s enough to choose from so I’m sure we’ll catch up soon.

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Craig Campbell

I am a Glasgow based SEO expert who has been doing SEO for 18 years.

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