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Navigating SEO with a Former Googler: In-depth Discussion with Kaspar Szymanski

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Navigating SEO with a Former Googler: In-depth Discussion with Kaspar Szymanski
Reading Time: 5 minutes

 

Kaspar Szymanski is a renowned SEO expert, former senior member of the famed Google Search team and very few former Googlers with extensive policy driving, webspam hunting and webmaster outreach expertise. As Founder of the Search Brothers, Kaspar nowadays applies his skills to recover websites from Google penalties and to help clients to grow visibility of their websites in search engines results.

Kaspar will be speaking at the Prague Gaming & TECH Summit that will take place on 26-27 March 2024, at Vienna House Andel’s Prague.

 

Hello Kaspar, thank you for taking the time for this interview. We are thrilled to find out more about you and learn from a renowned SEO expert and former Google Search team member! Would you please introduce yourself to our readers in your own words?

Hello and thank you for the opportunity to share from my experience. My name is Kaspar Szymanski. I’m a former Google Search team member and have worked on Google Search quality for several years. My scope of responsibility included investigating suspected Google Webmaster Guidelines violations, issuing penalties when necessary and lifting penalties in cases where the reconsideration request was deemed to be compelling. The insights and knowledge gained during my tenure working at Google Search are a huge advantage nowadays and one that our clients equally benefit from. Since leaving Google I’ve together with a fellow former Google Search engineer and an SEO industry giant, Fili Wiese built an SEO consulting agency under the brand SearchBrothers.com. Together we offer technical SEO consulting services to website operators in competitive industries. Next to the privilege of working with our clients, I equally enjoy speaking at select industry events such as the 2024 Prague Gaming & TECH Summit and sharing with the audience from my SEO experience.

 

Let’s dive straight into SEO: Given the dynamic nature of search engine algorithms, how do you perceive the current state of SEO and its significance for businesses?

While SEO is a rather dynamic industry, which is owed equally to technical innovation as well as to policy development, at the same time it is incredibly consistent. An SEO strategy to prioritize user experience above everything else serves today equally well as it had 15 years ago. That’s because Google is consistently prioritizing their users’ satisfaction as part of a grand vision. Which isn’t surprising, because Google’s dominant position in search is fragile and can only be maintained by constantly delivering on their users’ expectations.

Because organic traffic from Google and Bing can be a great lead source, SEO is tremendously significant for companies which operate in the online business. Search Engine Optimization is never at the center stage -that position must always remain reserved for the respective product or service- but it is not far behind for those businesses that seek to build or expand on their online sales.

 

As a former senior member of the Google Search team, you’ve had an insider’s view of how search algorithms evolve. Can you share a behind-the-scenes perspective on how Google adapts to industry changes?

In my experience, innovation is often stimulated by Google because of its current market position. That is not to say that Google does not have to evolve and adapt at times. Google Search Essentials, previously known as Google Webmaster Guidelines are a good example in this regard. These guidelines have been adapted and amended countless times and will in most likelihood continue to evolve along the lines of human and SEO ingenuity.

 

Let’s discuss the hot topic in everyones’ conversations: AI. With almost everyone using it to a certain extent, does generative AI influence SEO practices, and how can businesses leverage this technology for better search visibility?

There are no actual AI products available for commercial use as of this moment. Currently available so-called “AI” services are not sentient. They neither understand compassion, nor sense of humor. Because of these and other reasons they fall short of actual AI. The rather advanced language models are what’s on the offer for now. They tap into comparatively large, yet by far not exhaustive databases to reproduce what already exists in one form or another. Depending on the data source, the copyright of the content can represent a legal liability if it is republished. That is not to say that the so-called “AI” services available right now can not be leveraged in order to improve efficiency. In some areas, rudimentary source code generation or simple FAQ content generation, to name just two, these tools offer a most cost effective alternative to previously employed methods. In that sense, while the “AI” revolution isn’t coming quite yet, SEOs can enjoy yet another tool to scale up their efforts in an otherwise very competitive game.

 

Moving on with another popular topic, how do you anticipate the imminent elimination of third-party cookies to impact SEO strategies, especially in terms of tracking user behavior and personalization?

For readers who still depend on third-party cookies for SEO it is time to update their SEO strategies. Personalization is fine, but applied to logged-in users, that way it does not impact SEO signals -as Googlebot will never log in-and for tracking behavior. One method can involve self-hosting an analytics solution to avoid being dependent on third-party cookies and directly store relevant tracking information upon site visits internally.

 

In a comprehensive marketing strategy, and considering the “cookieless” future, how do you advise businesses to balance their SEO efforts with other digital marketing channels?

Some companies have already moved on from using third-party cookies to improve usability for the end-users. Some may still need to align their SEO efforts with other departments to make sure that the “standard” HTTP responses of the website are not dependent on any cookies, as this is how Googlebot and users coming from Google are experiencing the website.

 

And how do recommend businesses measure the success of their SEO efforts, considering the evolving landscape and changing metrics?

Next to conversion which is the ultimate goal of any business and the most important KPI, the web platform performance is critically important. This is due to the fact that all other signals being roughly the same, Google notoriously shows preference to faster websites, because of the well funded assumption that users prefer faster rather than slower websites. First Contentful Paint and Cumulative Layout Shift can be excellent indicators with regard to the website’s performance. Google Search Console also offers import KPIs and a potential avenue to growing sales, especially for websites with high impressions and low CTR simultaneously. In such cases the relevance for queries isn’t rewarded with clicks because of the snippet representation, which can be prioritized as part of a well rounded SEO strategy.

 

You will be making a Keynote Presentation at the upcoming Prague Gaming & TECH Summit about “Surviving SEO Disasters”. Can you share an overview of the topic and give us a “teaser” of your presentation?

I firmly believe that it is much more cost effective and safe to learn from mistakes someone else made. I’ll be sharing from real life examples where SEO decisions had unintentionally undesirable and occasionally catastrophic consequences. And most importantly what the learnings from these missteps are. And not just how to avoid these but also how to insulate one’s own websites against similar SEO risks. I look forward to this opportunity to share and also to the audience Q&A at the very end of my presentation.

 

Thank you for this amazing interview, Kaspar! We are looking forward to hearing your invaluable insights at the Prague Gaming & TECH Summit 2024!

Thank you and I look forward to speaking at the 2024 Prague Gaming & TECH Summit.

 

Find out all about Surviving SEO Disasters by Kaspar Szymanski, at the most impactful Gaming & Tech Conference in Central and Eastern Europe:

Secure your seats for the Prague Gaming & TECH Summit Now!

Early Bird Rates Available until 7 January!

Conferences in Europe

Sponsors Spotlight: Winning the iGaming Technology Race – GR8 Tech Shares Winning Formula at the Prague Gaming & TECH Summit

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Reading Time: 5 minutes

 

Ahead of the highly-anticipated Prague Gaming & TECH Summit, organizer HIPTHER is thrilled to introduce and put the spotlight on the companies and people that help make the magic happen: our conference sponsors! These innovative, accomplished professionals and teams make magic happen everyday, and they will be joining us at the Prague Gaming & TECH Summit 2024 taking place on 26-27 March, to share insights, network and collaborate with you! Get to know them, connect, and meet them in Prague!

In this Sponsors Spotlight Interview, the #hipthers meet Artur Ashyrov, Chief Technology Officer at GR8 Tech, Main Stage Sponsor of the upcoming Prague Gaming & TECH Summit. Artur will be speaking at the Summit, offering an insightful exploration into the world of cutting-edge technology development.

 

EG: Hello Artur, thank you for taking the time for this interview. We are delighted to get to know you and introduce you to our readers! Speaking of introductions, let’s kick things off by hearing more about you and your role as a CTO at GR8 Tech.

AA: Thank you for having me! I’m thrilled to share insights into my journey and the impactful work we do at GR8 Tech. As the CTO, I focus on achieving revenue-driven company goals and developing our engineering team.

My overall journey in tech started in 2006, and since then, I’ve navigated through various sectors, from outsourcing projects to spearheading platform development in industries such as booking systems, CRM, media, iGaming, and more. I love solving complex challenges, driving meaningful tech advancement, and improving large, unwieldy projects to deliver great results, even if it goes along with challenging the status quo in technology, company culture, and mindsets.

At GR8 Tech, I’m also deeply involved in the GR8 Tech Academy, mentoring the next generation of tech professionals. This project, aimed at people entering IT and ensuring they have not just theory but hands-on experience, is very close to my heart. Many of the Academy’s graduates join our team and work to push the boundaries of what’s possible, using technology as a catalyst for growth and transformation.

 

EG: GR8 Tech’s “About” section on LinkedIn begins with the intro “GR8 Tech is an international iGaming solutions provider”. Breaking this description down, what are the solutions and products that GR8 Tech offers to clients?

AA: We create a full kit of iGaming products necessary to launch and run a long-term successful, profitable iGaming operation. The front and center of our product lineup is, of course, the high-performance GR8 Sportsbook platform, designed to handle high loads with ease and bring tangible financial results to the operators through unique margin management capabilities. The Sportsbook is complemented by many other products, from the Casino platform to the CRM system, payment gateway, iFrame, etc.

 

EG: So, GR8 Tech boasts a 360° suite for the iGaming industry, including a payment gateway and CRM system, as well as over 15 successful cases worldwide in its first year alone! What is the secret behind that vast and fast success? Something tells us it’s all about Tech – how do you make it “GR8”?

AA: Having a great background in technology, we are able to develop products that scale seamlessly but also evolve alongside our clients’ growing needs. Understanding that every business eventually requires increased processing capacity and flexibility, we preemptively integrate SDKs and APIs, and ensure data-sharing capabilities within our products, connecting and integrating it all into a unified, well-functioning ecosystem. It sets us apart from many competitors – and is rooted in our commitment to a data-driven approach, which creates additional value for our clients.

 

EG: In this first year of GR8ness in the industry, from your first steps till now, what are the most important milestones the company has conquered and its most significant updates?

AA: We are a young company but an experienced team with the long-standing, well-known tech behind the name. So, the biggest challenges for us were associated with finding our own B2B voice and our unique value proposition and presenting it to the market loud and clear. That’s exactly what we did last year, and I think the recognition our products received with nominations in several respectable industry awards, including the SBC Awards and SiGMA Awards, are our most significant milestones, showcasing the growing recognition of GR8 Tech in the industry. This year, we have already opened the business season exhibiting at ICE London, winning several new clients for GR8 Tech, and shortlisting in SiGMA Eurasia and SiGMA Africa. Quite a start – I’m excited for what comes next!

 

EG: GR8’s chosen brand language and communications are built around the concept of racing; in the race for innovation in the modern Tech scene – especially in iGaming – which emerging technologies are truly useful, and what’s overhyped?

AA: We are always looking at all emerging technologies, but we are very careful about implementing them for the sake of being “innovative.” We don’t enter the same race for innovation just to put a proud “AI-powered” sticker somewhere on our website for implementing Chat-GPT prompts in our products.

But we look at all trending technologies and implement them when they bring real value to customers. For example, AI has been in our systems for 4-5 years. Now, we are looking at LLM to enhance customer support and other functions.

It is also always interesting to find some useful applications for blockchain, but in our industry, it is really an overhyped technology because it is being pulled everywhere, just like Chat GPT. The metaverse is also very overhyped, and I don’t think this technology will change user habits dramatically because the convenience of AR/VR devices is still far behind the value of the experience. It will be interesting to see what kind of impetus the new Apple Vision Pro will give to this – it seems to me that this is the first step towards making these devices more convenient and mainstream.

 

EG: At the Prague Gaming & TECH Summit, you will be speaking about “Engineering Excellence”. Can you give our readers and the Summit’s participants an idea of what exactly constitutes Engineering Excellence in today’s Tech, and the key points you will be analyzing at the Conference?

AA: To understand engineering excellence, you should first think about what the industry is like nowadays. With technologies like Chat GPT, tech specialists can now super quickly do tasks for which before they were paid thousands – for their knowledge, expertise, and amazing coding. So these new technologies raise an interesting question: What is engineering excellence in the world where a machine can do a lot of ‘monkey jobs’ for you?

It turns out, today, technological excellence is not so much about technology but about the ability to think ahead, to design, to not overcomplicate things where they can be avoided, and so on. The latter is especially important, as it is a pressing issue in the industry, as everyone just loves to invent some problems and then create even more problems when trying to solve them.

Another interesting aspect is what engineering excellence is from the client’s point of view. I think that engineering excellence can be measured in how little you pay attention to your tech – everything just works, and that’s it. Not thinking about the number of cores in your processor or the capacity of RAM is the best indication that everything is just how it should be. But to make it so, developers should think rather broadly, investing in great technology and creating stable, scalable infrastructure that’s capable of providing this level of customer experience.

 

EG: Thank you for this very interesting and insightful interview, Artur! We look forward to seeing you in person at the Prague Gaming & TECH Summit, and hearing all about Engineering Excellence and the development process in your exclusive one-on-one session.

Join us in Prague to connect with Artur and the GR8 Tech Team:

Get your Tickets to the Prague Gaming & TECH Summit Now!

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Conferences in Europe

Viktoria Soltesz: the Online Payments Pro Teaching Us How Money Moves

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Viktoria Soltesz: the Online Payments Pro Teaching Us How Money Moves
Reading Time: 6 minutes

 

Viktoria Soltesz is a Payment Consultant, BusinessWoman of the Year 2023, and now an Author, with her book “Moving Money – How Banks Think”, being published on all Amazon stores since early January 2024.

Viktoria is the founder and CEO of PSP Angels Group – an independent payment consulting firm with a vast understanding of the payment market, and an extended network of banks and financial providers, offering personalized payment consulting services, helping clients operate their business globally.

In her book, “Moving Money – How Banks Think”, she walks the reader through the history of transactions and financial systems, offers a detailed explanation of basic banking principles, and delves deep into payment solutions, requirements, risk policies, and compliance limitations associated with online payments.

 

Viktoria, congratulations on the publication of your book, and thank you for joining us to share more information about it with our readers! In the Foreword of the book, you introduce yourself, detailing your professional background and your fascinating journey into the world of online payments. Can you please give us a short introduction here as well?

My adventure began in England, where I worked for a well-known accounting software company, witnessing firsthand the globalization of financial practices. My move to Cyprus coincided with the adoption of the Euro, offering me unique insights into the island’s financial dynamics. In Cyprus, I started working in accounting and finance, offering tax planning and managing complex global transactions. When I faced various payment and banking compliance challenges, I determined to understand the payment industry and founded PSP Angels, an independent payment consultancy. My goal with the book is to simplify the payment and banking industry, educate businesses about the importance of compliance, and foster understanding between clients and payment service providers.

Blending personal anecdotes, real time stories and my professional experiences, I describe the challenges businesses face in navigating the evolving landscape of online payments. The book aspires to contribute to making online payments more efficient, secure, and understandable, while encouraging open discussions within the industry.

 

In the book, you speak of “Financial Literacy” and “Payments Literacy”, and how this fundamental knowledge is not taught in schools. Can you give us a brief summary of the key points that businesses should be aware of and take into consideration when setting up their financial operations? What are the basics of “Financial Literacy” and “Payments Literacy”?

Finance is the language of business and understanding the basics of accounting, taxes, and financial expressions is a must for every business. Financial Literacy is the knowledge to manage money effectively, and plan for future financial goals. Knowing the financial terms and concepts helps businesses to make informed decisions regarding savings, investments, and debt. On the other hand, Payments Literacy is often neglected and misunderstood. The concept of “how money moves” globally is not taught in schools, however today all businesses need to understand how to navigate various payment methods, systems, and processes. Payments Literacy encompasses a range of topics related to financial transactions, including online payments, electronic transfers, and traditional banking methods. It is essential for businesses to understand cybersecurity, the various compliance and regulatory environments, plan banking and payments ahead and source and select the relevant providers for these transactions. All international companies need to be aware of diverse payment methods to align with local customer preferences. Payments Literacy is complementing Financial Literacy and they are both vital for effective business operations.

 

As you describe your journey into payments and how the problems you encountered lead to understanding, you share instances of complicated structures, early financial compliance attempts and rigid bank processes around the mid ‘00s to 2010s. How has the landscape evolved by now? Would you say that compliance has found its footing, have the banking and payments processes become more clear and friendly to businesses and consumers alike?

I believe that challenges in payment and banking have become more complex and will continue to evolve. With the increasing shift of businesses to online platforms and their expansion into international markets, complexities in payment and banking processes are on the rise for everyone involved. Maintaining transparency, ensuring compliance, and managing the risks associated with uncertain territories and service providers has become a challenging task. The emergence of new technologies, such as crypto payments, and the variety of currency and asset management options add an extra layer of complexity to these challenges. Not to mention the various cybersecurity and data protection requirements, too. Businesses today not only need to be experts in the traditional financial structures but also have to adapt to the dynamic landscape of digital payments, banking, and payment methods. Successfully addressing these multifaceted challenges requires heightened awareness, strategic planning, and a commitment to staying informed about evolving technologies and about the ever-changing regulatory landscapes.

 

How has Fintech played a pivotal role in shaping the evolution of the payment market, and what key contributions or innovations has it introduced over the course of its history?

Fintech became a powerful force reshaping the traditional banking and payment market. Innovations in such a conventional industry was much needed and have significantly improve the efficiency and accessibility of financial transactions. One noteworthy contribution is the introduction of mobile payments, enabling individuals and businesses to seamlessly conduct transactions through their smartphones. This shift to mobile-centric solutions not only simplifies the payment process but also promotes financial inclusivity, reaching individuals who may not have had access to traditional banking services. This has opened up new markets for global trade.

Fintech also brought us the digital wallets and peer-to-peer payment platforms, facilitating fast and secure fund transfers. These innovations have transformed consumer expectations, placing emphasis on speed, convenience, and heightened security in financial transactions. Fintech has driven progress in data analytics, enabling more sophisticated risk assessment and fraud prevention measures. The integration of Application Programming Interfaces (APIs) has played a pivotal role in fostering collaboration between financial institutions and Fintech entities. This interconnected ecosystem has resulted in the creation of diverse financial solutions, ranging from automated budgeting tools to advanced investment platforms.

 

Speaking of Fintech, in practical terms, how are Blockchain and Cryptocurrencies currently being utilized in everyday applications within the payments system, and what impact are they having on traditional payment methods?

Blockchain and cryptocurrencies, although holding significant promise, currently face challenges in practical application within everyday payment systems. Unfortunately, these technologies have become vulnerable to misuse and scams due to the absence of regulation, undermining their positive potential. Despite their increasing adoption, the tarnished reputation blocks widespread acceptance. In every country, authorities worry that unmonitored transactions may facilitate tax evasion or criminal activities. Although efforts are underway to implement regulations and bring order to the landscape, the current situation remains complex, still providing opportunities for creative individuals to exploit gray areas. The potential benefits of blockchain and cryptocurrencies, such as enhanced security and transparency, are unfortunately still overshadowed by instances of misuse. Achieving widespread adoption necessitates not only technological advancements but also a coordinated effort to address regulatory ambiguities. It is crucial to educate users about the legitimate and responsible use of these innovations. Until a balanced and well-regulated approach is established, the transformative potential of blockchain and cryptocurrencies may be hindered by their association with illicit activities. This underscores the critical need for a comprehensive and carefully regulated integration into mainstream payment systems.

 

Readers will have the opportunity to meet you and get their book copies signed at the Prague Gaming & TECH Summit, on 26-27 March 2024; you will be participating as an expert speaker in two panels: “Navigating the Future: Integrating iGaming, AI, Fintech, and Advertising with Compliance and Data Privacy”, and “Capital Navigation: Expert Strategies for Securing Investment”. Can you give us a sneak-peek of the key points you will be discussing?

In the upcoming discussion, I’ll be sharing practical tips to help the audience navigate common challenges with banking and payment pproviders and their products, digital assets, and other payment methods, mainly present for the iGaming sector. My focus is on providing valuable insights into more cost-effective and secure banking and payment providers. Unfortunately, the iGaming sector is still facing serious payment and banking challenges, and complexities of global fund transfers. I’ll offer advice on executing these transactions in a safer and more economical manner. The aim is to deliver substantial content value to the audience by offering real-life tips and conducting workshops that empower individuals to navigate the intricacies of financial transactions with confidence.

 

In ‘Moving Money – How Banks Think, you mention that your goal is to introduce a new approach in both payment planning and execution. What are the key insights that businesspeople and everyday individuals can gain from your book, and in what areas can they seek your professional consultation?

In the book, I’ve distilled years of experience into a practical method outlined in the Strategy section, serving as a step-by-step guide to minimize risk and optimize costs for any online business. My consultancy work aims to bridge knowledge gaps by providing a detailed explanation of basic banking principles and fundamental economic concepts. I assist businesses by offering insights on staying updated about emerging payment and banking trends. My work helps clarifying various aspects and benefits of online payment solutions, positioning for innovation, seizing growth opportunities, exploring global payment methods and their impact on customer satisfaction, acquisition, and retention. I also provide guidance on understanding various regulations and compliance for navigating legal landscapes, ensuring data security and protecting consumer rights. My 20+ years payment and financial experience helps businesses creating effective payment plans for their complex online payment and banking flows. This comprehensive approach is designed to empower businesses with the necessary knowledge and strategic insights to successfully navigate the intricate world of payments.

 

Thank you for your time and this riveting interview, Viktoria! We look forward to seeing you at the Prague Gaming & TECH Summit this March, learn more about the exciting updates in the ever-evolving world of payments, and get our books signed!

 

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Central Europe

HIPTHER Announces Online Voting Session for GamingTECH Awards 2024, Leading to the Grand Event at the Prague Gaming & TECH Summit

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HIPTHER Announces Online Voting Session for GamingTECH Awards 2024, Leading to the Grand Event at the Prague Gaming & TECH Summit
Reading Time: 2 minutes

 

HIPTHER, leading event organizer specializing in the Gaming and Technology sectors, is excited to announce the Online Voting Session for the prestigious GamingTECH Awards 2024. This year, the Awards honouring excellence in GameTech in Central and Eastern Europe, will take place at the highly anticipated Prague Gaming & TECH Summit on 26 March.

The GamingTECH Awards is a celebration of industry excellence in the CEE region. Embracing the latest advancements and trends, the awards highlight exceptional achievements across various categories, from companies of a global calibur.

Following the Online Nomination Period that took place between 16 October – 31 December, 2023, the time has come for all the Nominees to be revealed and offered for the Online Voting Session which will determine the Shortlists for each Category.

The Online Voting Process

The Online voting session will run between 12-29 February, 2024, and the Online Voting System is open and ready to receive your votes here. The platform allows one vote per IP address every 24 hours, so get your devices ready, and start voting for your company or favourite nominees!

The Shortlists Announcement is scheduled for 4 March, 2024.

 

GamingTECH Awards Categories

HIPTHER has introduced four strategic Category Sections covering all critical aspects of Gaming operations and technology: two Operator Categories, six B2B Sports Betting & Casino Categories, four Auxiliary Service Provider Categories focusing on Affiliate Marketing, Payments and Testing Laboratories, and one special Category for the Top Supporter of Responsible Gambling.

 

All GamingTECH Awards 2024 Categories:

  1. Best Support for Responsible Gambling
  2. Best Testing Laboratory
  3. Best Payments Service Provider
  4. Best Affiliate
  5. Best Affiliate Program
  6. Best Sports Betting Provider
  7. Rising Star – Sports Betting Technology
  8. Best Esports Service Provider
  9. Best Online Casino Platform
  10. Rising Star – Online Casino Technology
  11. Online Casino Innovator
  12. Best Online Casino
  13. Best Sports Betting Operator

Final Vote & Ceremony – The “Endorphina Club & GamingTECH CEE Awards 2024 Ceremony”

The Final Vote will be cast during the Prague Gaming & TECH Summit by its participants on 26 March 2024. The Winners will be announced and awarded the same day in an exclusive evening gathering – the Endorphina Club networking party – that promises to be a highlight of the year for the gaming and technology industry in Central and Eastern Europe. Introduced in 2023, this event is back by popular demand, thanks to the overwhelming response it received.

Hosted and sponsored by Endorphina, a leading name in the iGaming industry, this gathering is a perfect opportunity for professionals, enthusiasts, and experts to meet for an unforgettable night celebrating the industry’s Winners and coming together.

 

Make sure to cast your votes in the Online Voting Session and Stay Tuned for the Shortlists Announcements!

Join us at the Prague Gaming & TECH Summit for the GamingTECH Awards 2024, to promote your company, network and learn from the brightest minds and professionals of Gaming and Technology!

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