So, you’ve decided that you need an SEO consultant, but how do you get the most out of their time? In this episode of Digital Marketing Radio Lukasz Zelezny shares with David Bain how to maximize the value of an SEO consultant by knowing what questions to ask.

Here's Where To Find Lukasz:

https://seo.london/

https://www.linkedin.com/in/seomanagerlondon/

Lukasz's 'Secret Software' Selections:

https://inlinks.net/

https://wordlift.io/

Lukasz's 'Magical Marketer':

https://www.linkedin.com/in/areejabuali/

Lukasz's 'Next On The List':

https://bigml.com/

https://www.lovo.ai/

https://www.deepl.com/

https://sonix.ai/

David Bain 0:00

Digital Marketing Radio Episode 227: What questions should you ask your SEO consultant?

Digital Marketing

DMR Bot 0:07

Radio

with David Bain

David Bain 0:11

Brought to you in partnership with Semrush, I'm David Bain and this is Digital Marketing Radio - a show that delves into the tools, tactics and tidbits of how to turn a failing digital marketing campaign into a rip-roaring success.

Are you thinking of an employing an SEO consultant? If so, how? Actually you're going to do that and what questions you're gonna be focusing in on and how are you going to ensure that you have the insight that matters? On today's episode of Digital Marketing Radio, we're going to be reviewing the top questions to ask your SEO consultants. Joining me to discuss that is one of the new keys scratch that one of the world's leading SEO personalities. He has overseen rapid organic growth for several top brands including us which Zoopla and fleet we travel. He currently runs his own SEO consultancy service based in London, and it's been nearly six years since his first appearance on Digital Marketing Radio areas. Welcome back to DMR Lukasz Zelezny.

Lukasz Zelezny 1:09

Hello, thank you for having me. What a great intro. Thank you very much. I don't remember anyone who introduced me that way.

David Bain 1:18

Lukasz Zelezny 2:01

looking at the domain. You know, my surname is the one that probably only two people can spell it right. My father and myself, you know,

your wife hasn't quite actually figured out yet. She's sometimes doing mistakes. So I was like Zelezny, it's maybe not zelensky is Eleni is always like, wrong. So I was thinking like, I need to have something simple. And SEO London, because I wanted initially to target London, when I noticed that London, you know, is so big, as you know, you have

so many people that the sights of, of Denmark or Austria, you know, it's a country inside the country. And yeah, and then this domain also been on premium. So the price was much higher, maybe not like super high, but much higher than the normal domain. So thanks to that there was the situation that the domain squatters, be not interested to buy this. Later, one of my SEO good colleague who is really into domain told me that he was thinking to buy this and I was faster. So I paid this premium price, that they also go that he blocked my account for one day because they didn't know what's going on. And then the main was, was mine. So I renewed this for five, five years. And when I left you switch and Zoopla I just launched the website.

David Bain 3:27

So have you had any issues with anyone typing in SEO London not calm or anything else instead? Or is your target consumer largely savvy about some SEO dot London domains?

Lukasz Zelezny 3:40

Yeah, they are. Okay. I just noticed that sometimes there are some registration forums that don't recognise you know, they are using regex. And they not recognise that you can have dot word, which is quite strange because you have dot museum for many, many, many, many years. Or dot iro. They are still looking for dot three letters or dn tuna. Okay. Well, you know, lots of agencies have got digital, I think, our friend from Scotland,

David Bain 4:12

Rostov there we are loved

Lukasz Zelezny 4:13

love. Yes. And we had this conversation. Sometimes people are thinking of seo.london.com Yeah, but but 99% are, are absolutely fine with it.

David Bain 4:24

Okay, okay. I think it's something that is going to be more common in the future. Obviously, it's becoming less and less possible to actually have the.com in the brand name that you want as well as it's a little bit unique and different as well and nice to see you're doing it but obviously this isn't the core subject of today's discussion. You're keen enough to share some questions with me beforehand. of the types of questions that are you actually recommend someone asking an SEO consultant before you hire them. So here are your six questions that you recommend. So starting off with number one, it Have you worked in a similar industry? So is it very important for an SEO to have experience in that same industry that

Lukasz Zelezny 5:06

the clients and it's not essential, but is good to have? That is probably one of this trigger that is easy, much easier to convince your customer potential customer. So once again, I'm I will be talking from the consultant perspective and the client perspective. Obviously, I know that we are here to help potential businesses hiring consultant. So when the business is asking, for example, if you're ever working with properties, or maybe not have such properties, but in inventory based websites, so it can be you know, cars, yachts, properties or holidays. So we have a big, big, big inventory, and the SEO is done based on this inventory. Then, obviously, you can say like, Yeah, I was working in the Properties maybe not in progress as such, but I was working in a holiday rentals, which is in some areas similar. Okay, spot on bank. Next question. You know, it's not like critical, especially like when you're dealing with recently, I started to have a couple of, like, for example, chartered surveyor, London, which is quite niche, or, for example, some some other very niche, kind of specific b2b businesses, and you cannot answer like, Hey, I was working, because that would make that situation would be very rad that he was working the same business before, but it's very convincing moment.

David Bain 6:45

Okay. Okay. And the next question is, are you hands on? Or do you act as an advisor? So that that's an important question. And

Lukasz Zelezny 6:54

that's, that's the common confusion between consultant slash advisor, and freelancer, or a remote worker. So I always on the first introduction meeting, I am informing my potential client potential. Someone who send the lead, lead and qualified lead that you're talking to consultant. So I am here to help your team to achieve what should be achieved. At the moment, you may not even know what you want to achieve. And I'm here also to help first to have a conversation with you set up proper KPIs, set up proper way of measuring this KPIs, and then feed these KPIs to the team which is between, in that case, me. And so I'm sitting between the board or CEO, CFO, MD, and people who are more hands on, and that's our front end developers. That's our content writers, predominantly, that can be, you know, sometimes br it can be also in-house PPC, so we can kind of amalgamate strategies of paid and organic, but it's very, very important moment, because client must know, what is your role, and it's nothing wrong. If the client will say, Well, this is not actually what I'm looking for. I'm looking for someone who will do things because we don't have a team. Fair enough. If that happened to me, I'm like, Listen, in that case, I have a couple of people I can recommend you. Or when a client is saying like, No, I don't have this and that, then I'm saying like listen, that will not be a good match, because I am here rather to have weekly call with you and tell you this and that and not to optimise meta title meta description and fix broken links.

David Bain 8:53

Okay. So that's that's a great piece of advice for someone selling SEO consultancy services as well as people buying as your consultant services to be very specific about what it is that they're going to do when you actually hire them, or are they going to be the person that dives into the detail of what the issue is and provide you with a strategy to move forward with or are they actually going to implement that strategy as well? Question number three is are you more technical or content orientated? Why do you have that question in there?

Lukasz Zelezny 9:24

Yeah, this is very common question as well, because sometimes people are coming and saying like, you know, we have this team of five content writers who are writing but we don't see results. Are you okay to help with content or you are more about these kinds of technical aspects, very often customers just heard that there is something like technical SEO, they may not be able to have Duncan. Thank you. They may not call the areas of what the in colour theories, but they are very specific. They say Like, listen, we have this content team because our website is heavy on content, can you work with them. And then I'm like, Listen, I can not only work with them, but I can also help them with non English and non English language. Because this is funny. I have client for from Netherland. And I cannot say a single word in Dutch. And that doesn't make any any problem. I have a German customer, I should be more careful in the school when I had the German lessons, but instead of I was I was trying to skip this lessons because it didn't, I'm not very good with languages. So that way, you know, you know that you are on the same bandwagon as the client. Now, sometimes client is not asking this question. So you can say like, Listen, I'm, I'm a seasoned consultant fully on what needs to be done. So for me, that doesn't make any difference. If this is. If this is content, or this is technical, I will take care of both both sides. But sometimes, it's very important that if the client is coming, and client have experience with their team in SEO, and they have good results, they must express that. Listen, we have one problem, one specific problem. Our CLS or LCP is not where it should be, can you help us? because in that case, I can remove everything from the scope. And I can say, Okay, these guys are really on into PageSpeed. God knows why they want to go this way. Maybe I agree with this, maybe I don't agree, I can suggest like, Listen, maybe this is not the way that will immediately bring your effect. But if you really want, you know, how we call this client by client by master in Polish, you saying, Yeah, client, my master, whatever client wants, I will help.

Yeah, just just the client is my master, you can you can certainly say that as well. And just for the podcast listener, you may have heard Lucas say, oh, Duncan, a couple of minutes ago. That's because Duncan wrote a message on LinkedIn where we're broadcasting live saying, I love this Lucas, SEO guy, he tells it how it is. So that's the the random reference the name Duncan there. Lucas, he also mentioned that you had a client in Holland, and that you don't speak any Dutch at all. However, you mentioned as one of your other questions, what languages can you work in? So it's not important then necessarily for the SEO consultant to speak the language that the science in

now to some point, Europe is Europe and hear, you know, obviously, we have different languages, but we have lots of tools that cover this languages. Obviously, the problem starts when you start when you have language that is using own alphabet. So I wouldn't, I wouldn't be probably able to help Bulgarians, businesses or Russian businesses. And this is funny, because I can understand to some point Russian but obviously I cannot read and hear reading is the same with Japanese. The same with Chinese, you know, tools doesn't cover this keywords, you are completely blind, you not only have language language that you don't understand, you have uncovered that you don't understand, you will often have URLs that contain this letters in alphabet, if maybe some of our listeners knows how the Georgian alphabet looks like, you know, it's it's like completely different. So that's this point. Like, I'm like, you know, what, now, I cannot help you. But you know, like, gentlemen, that, you know, there are there is so many common points, that, obviously that's possible to understand this, because you working with in-house team, who can give you feedback, like listen, that's not productive that we're dealing with. And that means this, that means this, I'm like, okay, so guys, this is a pool of keywords, try to group them into packages, and then we will start building content based on this packages.

Question number five that you recommend is how does interaction between you and our in house team look like why did why do you recommend that question?

So there must be interaction that must be written with with consultant that there must be written this is the added value. Very, maybe not very often, but sometimes when business is hearing that there is a consultant, they are immediately thinking like Ah, so this guy just want to talk to us. This is particularly true, the guy is talking to but it's also very important, weekly meeting. absolutely essential, and if needed twice a week. I have at the moment one client who have I have two meetings a week and I really love it. I have Monday, and then Thursday, they are a bit different. But generally most of my clients 99% have weekly meetings and it must happen It must move on. Even if there is very little to have a conversation about that specific week. It's good to just see to meet, because everyone is feeling pressured that okay, tomorrow is a CEO meeting, I need to prepare something. And I'm, and I'm expecting for myself, I'm like, okay, have I help the in house team of this and that company with internal keywords with a keyword selection? Or did I send them, let's say, additional outcome of the audit, what they need to fix this week, and so on, and so on. So everyone feels this legal pressure. And there is this book, how to make things done. I don't remember how for right now, but one of the very prominent SEO, show me this on sem rush on sem rush on sem rush meeting. So I think that this is very important to have this meeting. And this guy was also saying that having a meeting every two weeks, that doesn't work. Imagine that someone missed the meeting, that means that this person will have a month break that that is collapsing. And then after two, three months, it may happen that the client is like, Yeah, but we don't fit doesn't see the value. consultant is frustrated. And no one works to work. No one wants to work with each other.

So it's not the book called Getting Things Done. Is it that you're thinking? Yes, yeah, getting getting things done is by Dave. David Allen.

Exactly. So I met David Allen on summer of meeting like this, this this yearly meetup. And he was very, very clear that if you want to make things happen, things don't deliver, then you need to have this focus on this rhythm week is absolutely fantastic natural distance between between two meetings.

And the last question that someone hiring an SEO consultant should ask is what deliverables can we expect from you?

Yes. So I always, as a first I'm telling to my to my potential customers that Listen, I'm here to take care of KPIs, I'm here to take care of reporting, I'm here to give you an understanding of this reporting, pinpoint problems. every meeting, we starting with going through the dashboard with results, and then we going into the work was done and what needs to be done. So this planning session. Additionally, you know, there is lots of things that are ongoing, like I mentioned before, like, maybe in house to meet some ideas for content, they would really like to write about something that is useful for visitors, but also bring them traffic, I know methodology, I have the workshop, maybe not the workshop, but this is another good word, I have the practice to do this. And I cannot only prepare this spreadsheet, which will contain topics or which will contain potential places where they can ask for some partnership, and, you know, content syndication, but also, I can start teaching because it's also part of being consultant teaching the in house team with how to do them how to do this, researches by themselves, I can recommend them tools, I can then give them training of this tools. And this SEO, which is the most important selling to every client, the DNA of a CEO is getting into the company, something that everyone was saying always like, Oh, yeah, CEO. So we'll do this at Friday and don't know, it must really mix with the company, it must really get into the company. And when that will get into the company, then that's the moment when you know, there is no more like, oh, we're changing the website, website change. Have you done 301 or direction? What do you mean, now, then everyone from the content team is like, shit, man, we need first to check traffic, we need to check which, which which URLs delivering this traffic, and then developers are taking three step back and saying like, Okay, let's do this. So we want to destroy what these guys were working on. And that's the moment pretty much you know, then that the company is almost like self sufficient. And I have like a red button here. And then like pressing

ejector seat for you? Yes, yeah.

And you're like next.

Like, I love your passion. It's infectious. It really is. And I'm Lucas being Lucas, you couldn't just leave it to the six questions, you had to provide two Bonus questions. And so that was what not to ask. So the first of those is, how many links will you deliver per month? What why shouldn't you ask that question?

This is a tough question. Immediately pressing the red button. Yeah, it's like, you know, some people, some business owners are still thinking that SEO equal link building or link building is okay, buying links, how many things you can deliver, and I'm like, Listen, you have so much things to do on your website. That you and you have so many links already, that when we will fix here, this links will be working much better for you. And you No need to worry about this. Yeah, but I would like links, and like, sorry, I cannot help you them. Yeah. Oh, you know, I like I like this client who was like, yeah, we were trying everything. It didn't work, we need links, or sex. So maybe he was trying this wrong. Give me a chance I can I can prove maybe, or maybe not, but I can at least try to bring you some new ideas and new paths. And you know, you will not end up with buying links, because these 2021 it's not anymore, like, you know, 2003, where you could buy links, boom, first page and, you know, keyword rich domain, like, yes, you know,

and your second question that people shouldn't ask an SEO consultant is what are your hourly rates? Why is that?

Yeah, I don't like this question. Because first of all, I have fixed rate, flat rate. Monthly. My out also as a consultant, my added value is that, you know, I'm not like an agency. So I don't need, let's say, for a big project, say like, Oh, my God, I need to hire people. Put the job specs, and we will need to bring people and then I need to lock this people. And I need to lock client with contracts. I'm always saying like, Listen, my added value, and my unique selling point is, I'm not handcuffing you, to me with a contract. I want you to work with me because you like this. And because you want, and because I want and because you know, there is this common passion between me and your company. And you can come to me and say, anytime, look us, that's enough, or because I don't like you, or look us. I know everything from you. Now, I want to do this by myself various scenarios. Yeah. So because of that, I don't like this question. What is your rate per hour? Because I see that they are like, some people's mistress, Mistress and gnosis like, Oh, this guy is that much for our disguise that much per hour. So this one, and also, you know, per hour, sometimes it's not like per hour, sometimes you thinking sitting in a with a coffee in the kitchen, how to do this or that with that project? How can you calculate this? So you know, it's a legacy of Lino like maybe working somewhere where the hours are important? Yeah,

I mean, it says the classic tale, you you have a washing machine that doesn't work, and you find someone in to fix it, and it takes them five minutes to fix it. And they give you a bill for 200 pounds. And you say what, you know, 200 pounds for five minutes of your time? Well, maybe how about the five years of training? It took them to figure out exactly, exactly. Yeah,

exactly. And you cannot imagine how happy I am to call for a guy who can fix a lock to my garden to the door. And I'm paying him the rate he wants, but I know it's fixed. And I don't care how much he was working it fix. He's an expert.

Let's segue to part two of our discussions that focuses on Lucas's thoughts on the state of digital marketing today. So starting off with SECRET SOFTWARE. So Lucas share a lesser-known martech tool with it's bringing a lot of value at the moment and why that tools important for you.

So I just wanted to mention two tools. The first one is inlinks.org, which is a tool that gave you ability to build pretty much on any website, internal links, and is doing this extremely clever way is also based on JavaScript. So it's able to inject schema markups, with semantics is using entities rather than keywords. So it's doing topical analysis is also injecting FAQ snippets. And I could see lots of benefits, especially for smaller website or website that had problem of indexation, you very quickly can build like amazing structure of internal links. And you can manage this outside of the main website, which I really like when I'm working with Magento I'm not a fan of Magento backend. Generally, when I see Magento back end, then I'm just getting a bit sparse, sparse spasms, you know, it's like, like, like you're trying to punish yourself. Now I will be in the, you know, and then I'm going to WordPress and I feel so relaxed, and then back to Magento. And I'm so stressed and you know, and then endlinks.org is coming and I know that the both websites can do the thing and can do them you know, can can get this internal links. And then you go into schema markup checker or rich, rich snippet tester richer as a tester to and you can see that there are this same as schemas. So Google understand much better what you wrote about when you using Word film, not necessarily that may not necessarily mean Now you're talking about the movies, it may mean that you're talking about plastic film to cover to package food or something like that, which is one of my new clients, I'm working with this manufacturer, which is doing this packages. And the second tool, if I can also jump is word lift. So it's also about semantics and schema around the content. They are not building internal links, but they are also giving lots of added value to website which are relatively heavy on content. I am so much into this both tools that I'm using them simultaneously, together

great resources, okay, when it's time to give someone a mention, someone else who deserves it, someone who's maybe an up and coming marketer, and good to follow on social media. So

that is our goal marketer.

So what's an up and coming marketer you'd like to give a shout out to and what can we learn from them? And where can we find them?

So I would like to mention our ej abahlali. She's doing amazing. She's She's, she's kind of an amazing, amazing community of so called women in tech SEO. And also, this is like kind of local patriotism because she's also working in Zoopla. While I was working in the past, we haven't had a chance to work together. But I am observing her for some time, and I can see that she is very active. If you type erage, Abu Ali, then then you will find her on Twitter, you will find her on LinkedIn. Or you can write a reachable abahlali Zoopla. And like I said, the there is a website woman in tech SEO. I think I'm doing I'm saying this right woman in tech, SEO Yes, yes. And this is this community, which I am really, really kind of fingers crossed. And really, I think this is amazing project. And yeah, lots of respect for that

super job. And I know reach as well. In fact, I used to work with a region the past as well. So she's so of course I'll leave links to your age in links were left and any other resources that you mentioned in the YouTube show description and also in the podcast show notes. But let's move on to this or that route. So this is the quick response round 10 quick questions, Just 2 rules here. Try not to think about the answer too much. And you're only allowed to say the word both on one occasion, so use it wisely. Are you ready to go?

Yeah.

Tick Tock or Twitter

or Twitter,

Facebook or LinkedIn, LinkedIn, YouTube or podcast

YouTube

traffic or leads traffic paid search or SEO, SEO, ads or influencers Google ads or Facebook ads

email or chat email Mar tech stack or all in one platform

market slack

and one to one or scale scale straight through no problem at all. I was probably most surprised at the fact that you said ads instead of influencers because I was thinking that you being an organic champ you'd actually be be more into focusing on influencer so what do you say ads they're

generally because Instagram kind of took me a bit out of the influencers you know, I am having a big doubts about how well this kind of there is there is specifically one product energy drink bank and every second lady on Instagram with million plus followers is doing nothing but just walking somewhere to the kitchen and just by just by just by accident like no bank and then every second like like and how much they are selling because you see like what the Red Bull is doing for many many years and this is like you know something which could become like a perfect example of kind of strategy marketing strategy. And you know, like yeah, I have a bit of distance to the to the concept of influencing an influencer. It may work in some areas, but definitely I am the not convinced yet to buy bank energy drink. And by the way, I remember the question you asked me six years ago, it was email or no it was a newsletter newsletter or, or social media.

Okay, and I remember has your opinion changed in that you say,

it didn't, I think I said newsletter.

Okay, I will have to go back and research that, in fact, anyone can go back and listen to that time, it's still alive on YouTube at the moment on the Digital Marketing Radio YouTube channel, I was perhaps thinking of enlisting the ones that were quite old. But I will certainly give anyone an option to to listen to that if you want. And I'll go and listen to it again, just to see what you answered, I changed a couple of those, this or that round questions as you as you notice, just to update them slightly. Hopefully, they were still challenging and relevant, you should you should then do a ranking of right and wrong answers and,

you know, Hall of Fame.

Exactly.

Every season, there should be like an you know, a winner.

I should send a big package to someone whose work is most correct, there's no right or wrong, really, is to get a feel for what you're likely to believe or be passionate about in terms of digital marketing. And I think that the ads or influencers question that you answered just emphasises how, you know, a little subtle, maybe unexpected answer can make me want to delve deeper into a particular subject. So I think it's, it's good for doing that kind of thing. Absolutely. Okay, well, let's delve into

let's delve into the $10,000. Question.

If I was to give you $10,000, and you had to spend it over the next few days in a single thing to grow your business, what would you spend it on? And how would you measure success? Oh, my

God, I wrote three things. But they are kind of merging to one thing, I would set up a website on server bolt, the highest package the hosting server bolt, and I would plug the enterprise CloudFlare. And I would buy for for the rest of money that the left, I would buy content, a lot of very good content.

So what type of content would you buy? What type of content works best now?

I think the content which is so you see, there is something that I call non direct duplication. And non direct duplication in my vocabulary is a situation when the content per se is unique. But it's talking about the same what you can find on hundreds of other websites, top 10 things you should see in London, London, I will Westminster Kings Cross, like an every website is talking about the same. And you cannot make improvements. Yeah, here. And so I would like to build, for example, a website, which is heavy content, but you know, like, when you write camera versus camera compared digital cameras, and you can put Nick on this model versus canon, this model, and it's kind of comparing this parameters, this kind of, you know, the price, the durability, the number of lenses you can place, and you can see the straightaway like like a like a, like a scorecard, you know, the same ISO for a cuts, cuts with two breeds of cats, you can compare how friendly they are to doc how friendly they are to other cats, how friendly they are to a kids and how friendly they are to your wife. So that's no there was nothing about wife, there are so many kids, kids, dogs and lifespan, how many hairs you will have in your, in your house. And so and then you can see like, Okay, this cat versus this cat, which breed I would like to buy, you know, something like that something like crunchbase, for example, have a database about companies and investor investment in very nice form. That you can click, click, click Build a filter, and you can see amazing results. London companies operating in medical industry that been get that received investment in last 12 months. So it Maybe, yeah, maybe some of them would be potentially your reply.

Do you think that that type of content? can you compare a different two different things content can be automatically generated and still be decent quality? Because I mean, for instance, I'm often searching for comparisons on electric items, technology or whatever. And I'll put two different brand names in there. And most results that have comparisons or just compare the two very technically, they don't really tell me from a user experience which one is best. So I would think that if you are to produce that type of content that it needs to be manually created to certain extent, is that right?

Yeah. So you see that I think that we are a bit we are digesting content a bit different way. Maybe because you know I'm working so many hours a day with data, then you know, I hate if someone is sending me some some potential data in Word. I'm like put this to excel and it must be in the right place. It was almost like CSV. And my brain is working the same way, I'm coming to the website, and I love when I can put like three devices and compare all the factors or, you know, alternative to So, you know, alternative to Zendesk here and you have jeetu, with couple of different different helpdesk software's. I'm never reading this content that is written there by people. I'm always looking for numbers, factors, you know, revenue by people. Okay, fair enough. That's user generated kind of content, then price, then, you know, I don't know what, how many users I might have, you know, seminars is a good example, you're going there, you have three packages, how many projects? How many keywords? I don't read this kind of like, I had a good experience with this package. But with this, I, I felt lost, for example, yeah. You know, I need numbers. And I think there is a certain number of people that like to digest this information this way, obviously, there is always Aria to write content. And then potentially, I can engage more people who like to read potentially, like you, but you know, having a big data that can be processed. And that can be you know, like Zoopla, for example, they had all the properties that are across UK, US typing any address. And very often Uverse landing on Zoopla website.

So I guess I'm talking about more intangible experiences. So if if someone has had a really bad experience with customer service, or not getting a refund or something like that, that's the kind of thing I'd like to know about a brand before making a decision to buy from them.

I see. That's a new, I was never thinking this way. I'm sometimes going on the trustpilot to check the reviews. And I love when there is this abandoned trustpilot that is not managed by the crew, then I know that this is very natural. And when I even see six of them, I'm like, Oh, that's actually quite not bad for abandon. Because lots of trust pilots, which are managed is like pumped.

Yeah, exactly. Very good. Yeah, absolutely. You have to bear those things in mind. Look, we can talk all day about this on any number of topics, I'm sure. But let's focus in on the last question that I'm going to ask you here. And that is something that not you're doing at the moment is something that you're going to be doing in the future. So NEXT ON THE LIST, what's one marketing activity or tool that you haven't tried yet, but you want to try soon?

Yeah, big ml, big ml and SEO. So artificial intelligence, machine learning, and SEO. And there is a funny story, because I discovered this big ml some time ago, and I was playing a little. And then I went to Swindon, to my I could say brothers, almost like from smarter media, an agency that I am also working with, as a non exec director. And, you know, I was telling about this, and we were talking and we were very exciting. And then literally the same week or week after someone wrote and very nice article about big ml and SEO. I don't remember right now, if that was uncertainly in journal or research and inland, or other website, but one of this, and that even makes me more excited to start playing with it. Just couple of months ago, I haven't had that much time. Because you know, you know, me, I'm sleeping like one and a half hour, a day and

24 hours we're talking about not not during the day. Yeah,

yeah. But But yeah, this is the machine learning in a car. So that the guy was showing a very nice use case, as far as I remember, it was based on existing data of keywords, and corresponding pages that Google choose to match, he was using this as, as a kind of part of this, he was using this pattern as a how to say, as a kind of place to look at. And then he was taking other data with keywords and based on this pattern, which was the original pattern, machine learning was trying to define what would be the best pages based on the new keyword said that been not correlated yet. So you know, completely different approach. Rather than doing lots of ifs and find and V lookups. In Excel, you are using a cluster of artificial intelligence to learn and then to do something great and I mean, I've been for some time, not that excited about artificial intelligence. And then I started to understanding how powerful it is looking that, for example, you can convert your photo to look like that would be Picasso painting. And again, you have like Picasso, and then you have your photo, and you're taking this original picture, and it's trying to convert and it takes 2030 minutes because it needs to learn. I will give you one more example, probably, maybe I told you about this, there is a lover.io, which is an macheda artificial intelligence based engine, which is able to learn to speak the way how you speaking, something interesting for your potential. And they were showing an example, that if if you give them 30 minutes of your recording, or more than they can teach their system to speak from that, from that point, the way you speaking Sorry, what was the URL for that was always the domain name for that Laveau, l o v. OIO. And what they show that that was a mind blowing, they took a Mandela autobiography, obviously, Mandela passed away a couple of years ago, sadly, and they read that book with his voice after his death. You understand? Yes, this is how powerful it is. So I've been like, so mind blowing, that was so mind blowing. And I was like, so crazy about this, that I contacted this guy, and I was like, shut up and take my money, how much? How much? How much to digitise my own voice, and I pay the money. And now I can take my own article, read with my voice, not being not sitting in front of the microphone and computer for like, couple of hours and trying to fix mistakes. Obviously, that may not sound yet as correct as the real person would be reading. But it's very close. It's close enough.

I know. And one more.

One more example, deep l a translator, which is so accurate, that we were translating texts from polish to Chinese. And my Chinese friends were like, this is pretty much okay. There are some new answers some like little things you need to fix. But But you know, you can it's not like gibberish, you know, it's not and then we were translating back from Chinese to polish. And I was like, Oh, my God, we translated automatically to translate press and API of deep L. WordPress website of one of my clients, Mr. Klein was very excited. And then two weeks later, he started getting conversions from Japan. Wow, imagine that. He was like, he had a problem, because the only word he could say was I gotta talk to the customer. He started getting conversions from Japan from from China, you know,

have you tried otter.ai as well,

I heard about that. But I had very little experience with, okay,

I've just been trying recently, I've tried quite a few translate type plugins, or pieces of software. But I was very impressed with the accuracy and things like the correct capitalization and use of brands. So my intention is, while we're actually recording this short live or episodes in the future, to be able to take my outputs, and put it directly into otter, and it'll actually create the transcript as you're speaking. And it's very, very accurate. I mean, it's not absolutely perfect, but it's probably the most accurate, ai driven piece of transcription software that that I find yet. And so I'm very impressed with that. You mentioned Laval, by the way, it's lovo.ai rather than lovo.io. In terms of domain names, I just did a little research for that. Well, and

transcript, I was testing Sonics sonics.ai. And this is exactly like you can take URL from YouTube put this and I took a poems written in Polish, and the you know, the, the accuracy was 95% I was like, that was mind blowing. So much unique content is there

and so much passion for your topics and for researching new things, you know, you got to be careful about focusing on the things that you absolutely should be doing because it can be very exciting. Looking at absolutely everything that's in there like I want to say to the listener, You have been listening to Lukasz Zelezny from SEO dot London the hyper intelligent passionate you know, brilliant SEO guy that you've got to visit SEO dot London to find out more about Muse On today's episode Digital Marketing Radio, we were talking about what questions you should be asking your SEO consultant to begin with Lucas was sharing his top six questions that hopefully to not to ask as well. He shared in links and word lift as his SECRET SOFTWARE. He shared a reach of Wally as his MAGICAL MARKETER and he shared lots of software for his NEXT ON THE LIST he shared big l machine learning made beautiful for everyone Lovato AI deep l sonics.ai. I'm gonna include links to everything mentioned there in the description on YouTube and also in the podcast show notes that'll be on Digital Marketing radio.com Lucas, what's the best social platform for someone to follow you and say hi.

Um, I think LinkedIn, LinkedIn would be the best. And as to the long term, there is a contact form and you can certainly email anytime.

Superb Okay, well, I will make sure that I include a link to your LinkedIn profile Where are mentioned there as well in the show notes. I've been your host ever been. You can also find me producing podcasts for B2B brands, B2B brands rather over at Casting cred.com if you want to watch the next episode live, subscribe to the Digital Marketing Radio YouTube channel and of course, hit the notification bell. And of course, you're fine with just audio only podcasts. Hit us up Apple podcast, Spotify, amazon music, all the other good podcasts places we're we're on until we meet again. Stay hungry, stay foolish and stay subscribed. Aloha. Thank you.

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