Live from the ExpiredLinks headquarters with your host Arnjen. We're SEO and digital marketing is being discussed where we talk SEO, ExpiredLinks and other related topics for digital marketers and the like no hype, no BS, real life digital marketing tactics with a small extra focus on expired links tactics, mostly tested and proven. This is the ExpiredLinks podcast and this is your host, Arnjen.
Hey guys, welcome to the first episode of The ExpiredLinks Podcast. Why we started this. Podcast. Basically we wanted to teach to learn, to brainstorm. We're going to talk with a bunch of different guests from different,uindustries all in SEO, people that work in SEO. Uthe first guest that we have for today is,uMartin. Uhow we got to know each other. Martin and me, we worked together two years ago. We,uboth worked in iGaming.
At a certain time we both stopped in I gaming, Martin went further to work in e-commerce. I did a bit of local, still worked a bit around with uhm a bit around in SEO for I gaming industry as well. So,uyeah, that's,uintroduction for our first episode. UI will give the mic to Martin and let,uMartin do his introduction where you can find him. Uwhat he's experience is in SEO also in e-commerce where I don't really have that much knowledge in, so,uyou can take it from here, Martin.
Martin Benes (01:52):
Great. Thank you. Arnjen. So I'm happy to be here and yeah, I'll just start with the introduction. So as Arnjen said, I'm also working in SEO and I used to work in gaming as well. In Malta, you can find me on my website benes.me And on LinkedIn as well. /Benesmartin. yeah, right now I'm working for one of the biggest fashion eCommerce sites in Europe. And yeah, I must say it's quite difference compared to I gaming, but yeah, I think that will be the topic for this podcast we will get to it for sure.
Cool. just to clarify you're using Benes.me, right?
Martin Benes (02:49):
Yes, that's correct.
Okay. And any specific reason why you chose .Me Instead of .com?
Martin Benes (02:56):
Yes. So the reason number one is that the .Com was taken, otherwise I would go for that as well. I mean, it's quite common knowledge that it doesn't have any effect on SEO. So once they found out that .com was taken. I was thinking what else I can, I can do. So the dot M E although it's CCtld from Montenegro, it's commonly used for like portfolios or personal websites. So I went for that. Yeah, i don't, I don't know if any like , you know, issues with people kind of getting lost and going to the dotcom version. So yeah, it's been working pretty well actually.
Cool. That's cool. If we look for Martin Benes in Google, we find you first position I came imagine.
Martin Benes (03:50):
Well for sure.
Alright, that's great. I also noticed that you were also writing on SEMrush.
Martin Benes (04:01):
Yes. I some time ago I did expert roundup in SEMrush. About trends and their kind of experience in SEO. So it was pretty exciting. I I learned a lot from just communicating with those few experts and with reviewing their answers as well. So it was a, I can recommend to anyone doing something similar. It's yeah i learned a lot in the process.
Cool. And now how much time did it involve to get the whole setup from start to finish?
Martin Benes (04:37):
So from the first idea of making the Roundup to publishing, I think around two months. So first I did like a expert feed with all the experts, I'll let contact and I perceived the dev., obviously not Everyone replied. So my goal was to kind of get at least 20 experts together, which which was successful and yeah.
And how much, how much you had in your list. So eventually you wanted to have 20, 20 people basically in the Roundup, but with how much did you start it out? Like how, much prospects did you have?
Martin Benes (05:21):
Yes, I think the success rate or the reply rate was I think 20 percent actually. So yeah, started with over a hundred and then I ended up with around 20. Thank you. Still good.
Cool. Cool. So yeah you will have more experience in e-commerce than me, so yeah, I wanted to ask to you like well how long are you now working in e-commerce?
Martin Benes (05:54):
Yeah. So if I combined all experience in eCommerce, it would be something around two years. Taking into account all my freelancer clients or just work in house. So, and also the same time in iGaming. So I have roughly the same kind of timeframe, both industries.
Cool. And well in e-commerce. Like the one thing which you, which comes first to mind for me, like for example, how do you go around aif you have like let's say 10 pages for every different size so far, let's say one of the same shirt. So how do you basically tackle the issue that you gonna have, like duplicate content et cetera, et cetera?
Martin Benes (06:40):
Yeah, so let's say for a, I'll start with a bigger, bigger website. So not only it's about the indexation, but also about the crawl budget. So naturally you want to have the canonicals on the main, on the main main page. Just so we do a kind of tackle the product without any filter. But if your crawl budget allows it and kind of search volume is also okay. Is demanded, then you can index like the most search sizes or colors of the product. So
You do a review on a, on, on one of the sites that you work with. So if you review them, is there really like a search volume for, for example, let's say like la coste shirt large instead of la coste shirt?
Martin Benes (07:42):
Yes, for sure. Yeah, I think people like user intent, it's always the kind of top priority. So if, if someone is looking for specifically for them, they're going to type a small small tee shirt or a, you know, XXLT shirt. Yeah. Honestly also it's a bit different when you have more filters for the one product, not only size but also color, you know, material. Yeah, I don't know, like better and or stuff like that. So you can't have all the kind of filters included in the index and also let the crawler go through them. So you can also pick up like the most common ones, like the size and the color and let index at least dose.
That makes sense. Cool. Okay. Than regarding offsite. So well I know as much about offsite as u in iGaming I guess. But then regarding e-commerce, like one thing that I noticed and I wanted to check with you if you have a similar, a view and opinion on that, is that if I work with local clients, it's much easier to go with, for example, evergreen content or we do skyscraper content or something like that. Whereas in igaming, everybody's very like very touchy if you basically let them know well from which industry you are. So they are not really keen to basically have any connection with you. But in eCommerce I reckon that it's the same as in as with local that people are perfectly fine just well reaching out to you. And if you reach out to them, they will always say like, okay, yeah, let's do it. Show me what you have, et cetera, et cetera.
Martin Benes (09:43):
Absolutely like i gaming, like casinos. Have always like a kind of negative connotation, which you know, doesn't need to be necessarily true, but I agree that most of the population can see it that way. Whereas in eCommerce also if you have you know, nice brands and companies doing something positive, it's much, much easier to get backlinks. You can also do some nonprofit events or stuff like that. It's yeah, it's a really good strategy I think which you cannot really do in iGaming or a, it wouldn't make much sense I think
And now so you are working for a big eCommerce websites, right? So do you do the outreach yourself?
Martin Benes (10:34):
So we do. And so it's much easier than in in the, Igaming industry to mention it one more time. We do the outreach by ourselves and
So basically you have a whole team in house. So a, the designers are working on the site, the designers do the evergreen content, etc. Etc.
Martin Benes (11:01):
Exactly. Basically we also kind of need to check the quality of the website as well, if it makes sense to get a backlink from them. Which is which is fun. You need to do it in other industries. I think it's it's basically commonsense SEO that you don't want a backlink from a not so cooperative site.
Well, quality over quantity. Right. Exactly. Yes. now for eCommerce, one thing which I was a, I was wondering about like do e-commerce clients, of you, do you ever see them using like a, some kind of expired domains or anything like that?
Martin Benes (11:47):
A few. Mostly it was done in you know, in the i gaming industry, but not within the humorous sector. So yeah, not so much in eCommerce.
Okay. And well, so I can reckon that well igaming, it's logic. It's much harder to get any type of link. So obviously you need to think of it out outside of the box to get your links in place, et cetera. So but you said that you also worked with clients in the past that were also busy with expired domains. Do you have any, kind of measures that you saw? Like any type of improvements of the websites or anything?
Martin Benes (12:38):
Okay. So since I was not leading kind of the process of getting those links I know kind of the results still, so I must say it works and it has some positive results. Honestly. It the, the keywords that you are trying to target with those Expired links move up in the rankings in the search. So yeah, like that's a longing, low hanging fruit. This is the usual strategy. Your kind of targeted keywords, which are ranking on the top of the second page or bottom on the first page, those type of keywords we saw, we saw an increase for sure.
All right, cool. Cool. that's great. Yeah, so I would say what we will now just make a bit of a conclusion. So what did you basically see, if you, if you think about your own experiences like the history that you have in I gaming for years, the history that you have in eCommerce, what would you say are the biggest differences in how can you differentiate all industries? Like, is it the fact that basically the offsite is so much harder in, in gaming and e-commerce, this like peanuts compared to i gaming or what what are your findings?
Martin Benes (14:09):
Yeah, so I definitely agree to the kind of finding that you, you just said as well. It's e-commerce is much more tech focused with all those filters and you know, thousands of products as well. Versus I gaming me is I would say mostly off page and content focussed. Of course when the company gets bigger you and there's a lot of pages, you also need to have the tech department. But in general I would say it's like that and also I use different things in the internal processes. When I say igaming, I'll be referring to for now igaming affiliate sites, which is a huge part of the industry as well. And the eCommerce, I'm also referring to a big kind of sites because those are the clients I uh, I usually havd, rather the big sites. So for the eCommerce players, they're kind of, the priority is not to loose any traffic because,uyou know, when they lose like 5% of the traffic, it's a, it's a big money. Whereas in the, you know, just newly started affiliate,uigaming website, the goal is to gain the traffic so you can take more risk and you know, experiment with some,ulet's say a gray area techniques. Uwhereas an eCommerce you really need to be,uyou really need to kind of align with the Google guidelines and focus on not losing traffic rather than,ukind of boost,uboost the organic visits.
That's basically basically, if I think about all the different types of industries, we are basically talking about four industries here now instead of two, right? I mean, we have the big eCommerce websites, we have then the Shopify site of the Shopify sites, let's say. Then we have for igaming, similar, we have the big brands and we have the smaller affiliates. So what I basically wonder, and you can correct me if I'm wrong, is that if you do the on page SEO for eCommerce, you are basically having a harder job, let's say then in igaming as e-commerce, the big stores, they exist out of 10,000 if not more pages. Right. Whereas igaming, well their sports book might be a bit bigger, but besides the sport book, they don't really have that much pages i think they would be quite big if they have thousand 500, there's 2000 pages. Whereas I can see that a big, a big eCommerce store easily has 10,000 pages.
Martin Benes (17:05):
Absolutely. I mean with that kind of size you also need to implement the automation process for most of your tasks. Otherwise it wouldn't be, you know, physically possible to do it everything manually, even though you would avoid all of the mistakes. Most probably since the automation might work for 95% of the issue, which is still fine because your time can be used, you know, can be used much better for some other tasks and doing 100% manually. Whereas like gaming, most of the stuff you'll need to do manually, for example, the content, the links, et cetera. So for sure.
So in e-commerce, when you take on a new freelance e-commerce client, the first people you go to our development, I guess
Martin Benes (18:02):
Yes, they're part of the first meeting for sure because yeah, basically you can give as much reccommodations as you want, but without the developers there won't be much implemented in the, in the actual site.
Yeah, that makes sense. Okay. that's great. I basically got a confirmation of my own thoughts. Thank you for being here. Anything else you want to add?
Martin Benes (18:42):
Yeah, I think I would like to invite people to a second episode of ExpiredLinks. If there will be any, I hope they will,
There will be a lot to come. Most likely the quality will become better and better. I'm sorry to have you on the first one where we are still learning as we go. Happy to be here. That's great to hear. Now just to wrap everything up, can you maybe tell our listeners where they can find you, if they have any interest into contacting you? For sure.
Martin Benes (19:19):
So cause you said in the beginning, you're going to find me on that Benes dot M E website or at LinkedIn slash benes Martin linkedIn page. Or you can just write me an email. On Martin at benes dot M E and I'll almost like reply within a day or so
Sounds good. Sounds good. I think we gonna leave it here. I'm very happy that you joined me for the episodes. I hope the listeners also learned a thing or two. Most likely the content was not that full yet, but we promise to make it better over time.
Martin Benes (20:02):
Great. So thanks for the invitation and for writing me here. I really enjoyed it.
All right Martin and I wish you a very good day further and let's catch up the next time.
Martin Benes (20:14):
Same too. Thanks.
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In this episode:
- iGaming vs eCommerce SEO
- Do specifications like sizes matter for eCommerce SEO
- When to optimize all different sizes in eCommerce SEO
- What is the conversion rate for roundups
- Expired domains SEO strategy & results
- Why Development is the best friend of SEO
Martin Benes is an SEO Manager for a large retailer in Europe. He has written for SEMrush, SEO hacker, Marketingprofs & others.
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