Show notes

Have you ever wondered what it would be like to be an up-and-coming rapper, start several businesses and travel around the world, all in your 20s? Deepak Shukla is founder and CEO of Pearl Lemon, an award-winning SEO agency in London. From traveling in Indonesia, to living homeless for a week, Deepak Shukla shares his thoughts on why it is important to embrace the randomness our lives in order to do the things we love. As Deepak Shukla states during the interview: “Diversity is at the core of, of every human being to the same extent that one can love, one can hate, one can hate and love in the same moment. ”

For many aspiring online entrepreneurs, SEO has become a key tool to a company’s growth, so in this episode, Hala Taha and our guest Deepak Shukla discuss why SEO works and share tips on how it can be implemented to drive traffic.

For more on Deepak Shukla follow him on Instagram @deepakpshukla, on Twitter @deepakpshukla1 and visit his website at:

Want to connect with other YAP listeners? Join the YAP Society on Slack:

Embracing the spontaneity, the opportunity of whatever kind of comes into your life can actually help you become [a much] more dominant force in wherever you choose to ultimately live out your power.


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What we are yapping about in this episode:

  • Why embracing randomness and spontaneity could be a person’s best strength  [01:49]
  • Understanding Deepak Shukla’s personal journey  [06:44]
  • How and why SEO is such a powerful marketing strategy [36:52]
  • Tips on how SEO can be implemented in different scenarios [41:20]
Read Full Transcript

Hala Taha: 00:09 Hey guys, Young and Profiting podcast has just launched the YAP society on slack. It's a cool community where listeners can network and give us valuable feedback on the show. To Join Yap Society on slack, go to bitly/YAP Society that's Society, and if you're already active, share the wealth and invite your friends. YAP Society on slack is sponsored by campus HQ, a slack app that gives insights to help your team work better together. Use Compass HQ to get detailed analytics, visualized communication patterns and run surveys to collect input from your team. There's a compass to learn more your listening to profiting podcast, a place where you can listen, learn, and profit. I'm your host and today we're speaking with Deepak Shukla, founder of the award winning SEO Agency, Pearl lemon, and a career coach who helps his clients achieve their goals, to design a life they love. Deepak has lived a lot of life in his short 33 years. He was an up and coming rapper. Started several businesses, he's a trained British soldier, a marathon runner went backpacking through over 50 countries and the list of his extraordinary experiences go on and on and tune in to this episode to find out why randomness is your best strength and here Deepak's best personal lessons and SEO tips to rank number one in life and on Google.
Hala Taha: 01:37 Hey Deepak, thanks for joining young and profiting podcasts. Hala, I'm really excited to be here. You're based in the UK, right? Correct. I'm in London in a little place called Fulham, which is so to London for anyone who is in the UK. It's very cool. Well, I have a ton of listeners out in the UK, so you better represent. Absolutely. All right. Well, I actually think it's going to be an awesome conversation because you have one of the most unique stories I've ever heard of, which is why I brought you on the show. Seems like you've squeezed every bit of excitement out of life and I can't wait to get into all of that, your story, your background, but first let's start from this point in time. Tell us about who you are today.
Deepak Shukla: 02:19 Brilliant, great question. And the amazing introduction. I'm worried, my name is deepak. I feel like I'm getting on a blind date now. I run a company called Pearl lemon. We are what? We are fast becoming a media group. So we started as an SEO agency and we're now expanding aggressively so. So that's what I do in work. In life, I have a cat called Jenny and my wonderful partner Daniella. We live here in Fulham and that's what I do today.
Hala Taha: 02:47 Awesome. One of the ways that we found you was through a Ted talk where you propose that randomness is a person's best strength. So I thought this would be a great introduction about you and your philosophy about life. So tell us about this concept. How did you come to this realization?
Deepak Shukla: 03:04 Diversity is, I think at the core of every human being to the same extent that one can love, One can hate one hate and love in the same moment, and we sometimes because of perhaps the world that would coming from perhaps the industrial age. We seek to pigeonhole people and to use a frame to define someone and that doesn't serve all of the amazing things that a lot of people do that they never speak of. And it also does not serve all of the amazing things that you could do that you don't because of this need to be a particular type of person. And I think the embracing the spontaneity, the opportunity of whatever kind of comes into your life or whatever you've reached out and grabbed actually can help you become that much more of really a dominant force in whatever you choose or wherever you choose to ultimately live out your power.
Deepak Shukla: 04:04 So you know. If you are going to decide to go on a journey of being a host of an amazing podcast. Then all of the things that you've done up to that moment, whether it's been traveled to Indonesia, whether it's been doing field work in Somalia, whether it's been helping your mum in a software update for skype on our phone so you can talk to her. All of these things are part of the amazing randomness that I think we should embrace and actually helps us become that much more powerful when we go and do the thing that we love.
Hala Taha: 04:39 Yeah. That's really powerful. That's really interesting stuff. So before we deep dive into your entrepreneurship adventures and get all the insight about best practices for SEO because I definitely want to get into that. Let's talk about your specific randomness. What makes Deepak special and maybe some of the life lessons that you learned from each one of them. So one thing that caught my attention, because you know, we stalk our guests and do an enormous amount of research is that your a rapper and you went under stage names like MC Bionic and Deep Impact and you had a very long and serious rap career. So tell us about that experience. And we actually have a lot in common with this.
Deepak Shukla: 05:22 Oh Wow. Thank you, First of all, having spotted that and the bionic while you brought about memories hollow. I love music. I always have. I remember grabbing one of my mum's cassettes. It had to like Bollywood bhajans. They're called or like Indian songs recording right over that stuff. And just having Dj like an NCD on repeat that graduated to me discovering the, I think it's Michael Jackson's beat it, that has an instrumental section literally about for the first 60 seconds. And I recall just literally running to the cassette player playing those 45 seconds trying to write something down it running out and Michael Jackson coming in, which was beautiful. But then me and been like, no, damn you Michael. And then stopping the tape and rewinding it. And that was the genesis.
Hala Taha: 06:14 Well that's awesome. So tell us about what you went on to do as a rapper, like how serious did you get about it and what did you learn from the experience?
Deepak Shukla: 06:21 So I ended up joining a group. So dark side soldiers or the darkside family. We were a group based out of some mistakes in Acton in west London. We ended up getting involved in rap battles, running out back doors because people were coming to the front door to try and beat us up and stuff. We hosted our own parties, performed at several others and I was part of our own little crew and gang, if you will, that developed into beginning to perform on stages at university, releasing my first kind of CD, unseen and unknown, getting nominated as a West Midlands artist of the month, being on BBC TV, US trying to push onto television and then radio, me leaving that behind a little bit because academia kind of took precedent, but then also returning to it post university. I went and got a corporate job, hated that corporate job, left that corporate job to start a recording studio recordings to then renew my rap career once again. Yeah, Hala, it's been an amazing journey. Actually. Just music within itself from really 14 up till about 24, It was a significant part of my life.
Hala Taha: 07:36 Wow. And we have a lot in common, so I used to want to be a singer and I actually worked at Hot 97. I was Angie Martinez, assistant for at least three years and yeah, I had this whole singing passion and I recorded a whole album. One thing that I learned from being a singer is being a good public speaker. Did it help you get over your stage fright and make you just always willing to kind of be the center of attention?
Deepak Shukla: 08:00 Absolutely. I think the music really teaches you the art of Improv, especially wrapping so stage presence and the ability to being able to think on my feet when people ask challenging questions. Like what you don't know is that before I was talking to you, I've launched a second agency with a guy who was on a training program that I build called Pearl Lemon leads. He was in a board meeting with a business I've got no idea about. He was struggling a little bit and I said, put me on speaker. Just call me now. And they started asking all kinds of questions that I had no preparation for, but actually it's been the whole rap thing that's given me my preparation. It's been getting into these rap battles, going onto stages or recording 150 songs by myself because I wanted to record and that whole creative process is know so well Hala. It's amazing and it really does set you up for conversation, presentation, improvisation. So it's really been such an amazing asset as I've moved forward, which I didn't really know at the time that I was doing it.
Hala Taha: 09:09 Yeah. Another wild thing you did was live homeless for one week. That must must've been really life changing. Tell us about that.
Deepak Shukla: 09:17 You know what? I was a difficult stage of my life. That was the stage at which I was leaving music a little bit. I got into a relationship, a damaging one with a musician within the industry and she was violent towards me. I got into marathon running, which is something you've probably come and asked me about in a while, and I remember the day that I left to go homeless, was the day after I came back from the Oslo in Norway and I went away for six nights, seven days to experience what it was like to be homeless. It's touched my family. My uncle has been selling something called the big issue and has been homeless on and off in various types of institutional housing for a long time and my family, having come from rural India and being born in villages and stuff, it's something that because of that as well as perhaps be trying to seek some meaning, let me onto this journey of being homeless and wow,
Hala Taha: 10:22 what'd you learn?
Deepak Shukla: 10:25 I learned how easy it is to become ignorant of all of the pain and suffering that stands in front of you. I have also learned why in some instances it's just the only way to survive because you've got your own world, you've got your own problems, and equally I think on the streets, I, I, I just saw this other world, Hala and it really upset me. I saw people shooting up in the streets. I met people with that massive addictions of abuse or gambling or drugs as as what, as being people that had established careers and I think that the biggest single learning that I took away from that is it taught me to appreciate what I have because there's always. There's always a new bottom. When you think you're at the bottom of the barrel, there's people out there that will make what you have looked like the most amazing thing in the world and that is taught me really to just appreciate the opportunities that I'm given with this life that we have.
Hala Taha: 11:30 You know, not many people would go ahead and put themselves in that situation and it just shows how much you're just willing to make yourself uncomfortable to experience things. So. Cool.
Deepak Shukla: 11:40 Thank you.
Hala Taha: 11:41 So you've done so many other random things that we actually don't even have time to cover. You backpacked through 50 different countries that you've lived in, I think nine different countries. You're a British Army reservist. You've started so many different companies. You're still so young, but you've done so much. So often. I hear people saying that they just don't have enough time like, oh, I don't have time. What's your advice to those who feel like they don't have enough time because you're not even 35, I think, and you've done so much already in your life, so what's your advice to those kinds of people?
Deepak Shukla: 12:13 I think that the only way that you can put yourself into a place of expansion is you have to get comfortable with being uncomfortable. It's literally the only way you need to live by that as kind of a rule and as a means of moving forward. A lot of these things that have happened have come come from places of, you know, I feel overwhelmed, I feel anxious, I feel scared. I feel kind of worried. Then I think that for anybody who wants to try and find time, it's really about creating anchors. It's about creating anchors. I think Hala, the real way to get something done is to get out your credit card, find a reason that will move you to actually living outside of your comfort zone. So me, a pivotal moment was going to a self development conference and coming out of that and in my moment of madness, you know, there's moments where we feel excited and inspired.
Deepak Shukla: 13:18 We've maybe heard someone say something on a youtube clip or something, somewhere on a podcast or a conversation. Use that moment. That's the moment where you attach an anchor to whatever it is that you've dreamed of and it doesn't even matter if you don't fulfill it. Right? This is the thing that people that I find crazy, I've run marathons, but it's also failed many more. I've done lion men, but I've also screwed up a lot on the British army reserve this, but ultimately I didn't succeed and my application to the British special forces and it's not about being successful. It's really just about the act of going out there and doing something that you're afraid of. And I think that when you put your credit card down, when you use something like money as an incentive, then I think everything else can follow.
Hala Taha: 14:03 I actually talked to this with Ben Hardy on episode number seven, all about investing, investing in your dreams, and that kind of commitment just makes you take that extra step forward. It's all about just taking action, like you said, getting over your fears. That's very important to keep in mind and just progressing in life.
Deepak Shukla: 14:21 Yeah, agreed.
Hala Taha: 14:22 You mentioned earlier that you quit your first proper job right after university. I think it was at Deloitte, just months into the job. Why did you decide that corporate life was not for you and how did you know that your destiny was entrepreneurship?
Deepak Shukla: 14:37 I knew that corporate life wasn't for me because I remember meeting and associate partner, a networking event. He was who I could become seven years into future. He had quite kind of sunken eyes. He was a man of few words and Hala I, I looked at him and I thought, fuck, this is not what I want to be. This is not what I want for my life in seven years from now, and, and you know what? Here's the interesting part. It's not that I even wanted to be an entrepreneur in my twenties. I don't think I've been an entrepreneur in my twenties. I think that what I really wanted was just adventure, exploration and discovery. I think that a lot of people get told of two parts ultimately right now. They get told of a corporate gig. They get told of don't do a corporate gig. You can either kind of do some form of being an entrepreneur, whether it's visa vi, digital nomad, or whether it started tech company. These really are the three routes and you know what? I just knew that I didn't want to be a consultant. I knew that I loved music and that's a big part of one. My twenties were filled with randomness because I was really just exploring and seeing what was out there.
Hala Taha: 16:01 Yeah. I think it's so important for people to realize that like in your twenties, it's so important to just get experience. Just take the experiences, follow your dreams. It sounds so cliche, but just take the time like you're still young in your twenties. You know, some people feel old when they're 20 already and it's just like, can't believe it.
Deepak Shukla: 16:20 I completely 100 percent agree with you that people get old too fast and it's like, wow, you know this, life is beautiful. Travel and transport has never been cheaper. Learning how to do anything that you want exists for you. When Youtube . Its just about prompting action in your life and learning one practical skill, there's one skill that's not that hard that everyone needs to figure out. Right? So there's one skill I believe that will set you free. The one skill is learning how you can make three to $4,000 a month working 15 to 20 hours a month. If you can figure out how to do that, you can buy your freedom for your entire twenties. That's one consultant gig where you check in two hours a week for example, and they pay you $3,000 a month. You could live on that. He could go abroad, you can live in Malta, you could go to the Seychelles, you can scuba dive, you could bungee jump, you could learn a language one, one gig. It's all that you need and everybody's in this rush to start a company and it's like, well dude, I went to iron men, right? Considered to be the hardest. One day, I see 70 year olds doing ironman blew my mind. It blew my mind and that changed everything for me when I realized, wow, Deepak, everybody's in a rush, but life is long. You can start a company in your fifties and become a billionaire by the time you're 68. Why the rush? Why the hurry?
Hala Taha: 17:42 Yeah, I'm on the same page. Everybody needs to just slow down and take their experiences because just getting those skills are going to make you better. Later on, I started a blog site when I was 24. I'm in corporate now, but literally everything that I learned and why I was so successful entering corporate later in life is because I could web design, I could social media, I can write, I can lead, I can eat. You know what I mean, just things that I just learned because I was forced to and you've got to just put yourself in the position where you're forced to learn things that other people your age or whatever it is, wouldn't necessarily learn, so
Deepak Shukla: 18:18 I completely agree that that randomness that you built in with that journey makes you formidable, when you go into the corporate workplace because you've got a resource that you can draw upon that no one else has. It's like your superpower.
Hala Taha: 18:30 Yep. Okay, so let's talk about your work life. So you did all these cool things, but you also sustain yourself in the process. So give us a snapshot of all the different adventures that you did, your startups, your failures, and how you got up to what you do now at Pearl Lemon.
Deepak Shukla: 18:47 Definitely. So I left Deloitte and I before Deloitte was a literature major, like an arts major university. So I spent my time learning, reading Shakespeare, Dostoevsky show flow, bear chopin, all of this stuff. Then I went to Deloitte and other tax consultant. Why I knew leaving when I handed in my resignation was that Deepak, he didn't have one clue about how to make money. And then what I did know was two things. One, what I do have is a British Indian, right? My parents grew up in India and came here to give us a better life. So what that gave me was work ethic. That was the first thing that I knew that I had. The second thing that I knew that I had was that I could read because I was a literature major. I can read, I can read maybe the best. So I took to Amazon, I went to Google, I went to the best sellers and I bought the first 10 books on the list at that time, the four hour work week, Rich Dad, poor dad, chicken soup for the soul, the hundred dollar startup, whatever it might have been, and that was really the beginnings of my education.
Deepak Shukla: 19:51 That taught me a lot of things. I then began to implement, so my first business with deeper part recordings, that was my recording studio. It was in a spare bedroom at my mom's house. Musicians would come in via our back door into the kitchen when my mum was making two patties and lentils and Indian food, they'd come through the kitchen into the studio where they record music. The studio was built from wood from my local carpenter's shop, and the soundproofing was from my local maintenance store where I bought like carbon fiber glass, which is used in lost insulation. That transitioned into a couple of studios. I had the green, the red room, and the Blue Room. I learned about hiring. I learned about how to hire really badly. I learned about a cash based business and how that's just horrendous for accounting. I did kind of all of these things that business shut down and really what followed was a series of ventures ,Right? All founded upon well account need to make some money so that studio shot down and I remember a friend of mine said, Deepak, you an English graduate.
Deepak Shukla: 20:56 Why don't you teach English as a tutor? So I said, okay, I'll do that. So I signed up to an agency. I discovered that they were paying me 18 pounds per hour and the client, the parents were paying 36 and I thought, hang on, I can do this, this isn't that hard. So I figured out how to use wix website builder. I built my own site. I found out where you could order flyers from. I did some really basic design. I then looked up, which tells you where all the car parks in London and then I started hitting up car parks. We've all of my flyers. I was then getting thrown out of car parks removed by security from shopping centers, but I was only targeting the cause of babysits and the more the $5 estates that I thought we'd have parents that ultimately got me up to like five to maybe 10,000 pounds per month.
Deepak Shukla: 21:45 I then discovered online listings because I felt, well I don't want to just always go out and fly. I want to do something online. So I put my first classified ad that was on gum tree. That helped the business take a significant revenue bump because I discovered this world of students who studied psychology that did not realize that psychology had a statistical module in the course and that like scuffled a lot of these students and these students happened to be international students who had money and stuff. So as soon as I got a call from someone saying, Hey, you know, I'm in my dad's office and Region Street and I'm struggling bloody bloody bar. And I was like, oh yeah, it's like 60 pounds an hour and that's fantastic. When can you come? I did the first couple of lessons discovered that there was this whole world of students pivoted and ended up transforming my tutoring agency and, and then it kind of transitioned to me trying to start up.
Deepak Shukla: 22:33 So I raised some money. I took the money abroad and spent it partying, gone in a lot of trouble. The investors were not happy, but I was partying, silence, happy slash unhappy. And yeah, there's been this kind of whirlwind of events Hala and you know what happened that brings me to today to answer your question at 30 and as you said, this was all in an amongst like living in Lisbon, fighting, Thai kickboxing in Rio or whatever the whatever I was doing and wherever I was doing it, I kind of at 30 decided that I wanted to come home and I began to as really Jack Maa talks about with his growth about Alibaba. He says in your twenties it's all about experience and in your thirties is really about beginning to grow something and do something that you could maybe look to achieve legacy from.
Deepak Shukla: 23:23 And I didn't really know it at the time, but I did know at 30 when I launched Pearl Lemon, October 2016, I realize that okay, I want to grow some roots. Now I want to do something or I want to build a business that I can be proud of and still is around in a couple of years because I had a track record of starting something, getting bored, things happening, and then kind of not sticking around and kicking out and that's where I am today and we've got an SEO agency. We're okay. We did maybe 300,000 pounds in the last year. That's $400,000 or whatever it might be. That's been a wild journey because we bootstrapped. I was again back at my mom's house. I had no cash. I'd run out of money. I'd come back from the army and I was like, alright, I need to make some money. What do I know? I'm good at marketing. Okay, let's go with that. And now we've got a couple of companies that we set up. The meeting that was on just before was for the new business and it's again another whirlwind, but I enjoy the madness. I enjoy the chaos and that's where I'm at today.
Hala Taha: 24:23 Yeah. So at what point did you learn SEO? That's what I don't understand. Like yet all these experience, at what point were you learning SEO or is this something you just took on and learn everything about and then started this company,
Deepak Shukla: 24:35 So I knew a lot of different strands or digital marketing simply because I had to. When you raise money, you have to wear many different hats and the experiences. I had at deeper path recordings when I learned just about the process of tagging people on facebook back in 2008 and what that meant about then someone apparently someone else's newsfeed. Then that moved onto, for example, gum tree, the classified ad site I told you about. I discovered that if I keyword stuffed a title, I would literally make an extra 1500 pounds that month because I would appear in many more searches. That then transitioned into trying to tech startup, meet my tutor and and trying to list our site and all of these different directories, startup, ranking, and then when I started my agency, I looked at what I perceived to be a space that was technical enough for a business to want to outsource.
Deepak Shukla: 25:26 That was interesting to me and that would lead to retain their income, meaning that, what is it that people pay for that if they find a good provider they'll stick with for years and felt well. SEO. So then what followed was a kind of aggressive learning, if you will, that happened in the same process as I just described before. I bought a couple of books. I also went onto youtube. I also went on to Udemy. I also paid for, you know, Brian Dean's Backlinko, his paid program. So I spent about $5,000 in paid programs and then I spent about 100 hours maybe learning over the course of a couple of weeks and I then realized that already put me into a certain finite percentile of people that knew enough about SEO to do a pretty good job and then often away and, and um, it was just Hala,
Hala Taha: 26:12 you hit exactly the right point which I wanted you to is that, you know, you weren't an seo expert but you had learned it and you had used it. And it's not just for like marketing and Tech Geeks, anybody can use SEO and it's just part of life now. Like the Internet is life and the doorway to the Internet is search and so you better know how to make yourself visible and searchable and noticeable.
Deepak Shukla: 26:36 I couldn't agree more.
Hala Taha: 26:38 You chose to have a global and remote team. How do you manage that type a team and why did you choose that model?
Deepak Shukla: 26:45 I chose the model because it's what I know I'm used to being by myself a lot of the time, day to day. And that meant that I didn't want to have to have a team next to me everyday. So I just naturally began hiring remotely. So that was why as to how it works, a lot of it is about letting go of control and accepting the, you know, you need to empower people and trusting them to do great work and accept also that a lot of the time they won't. But what by globally does give you, is a global economy to draw upon.
Hala Taha: 27:19 Yeah, I personally think that this is the way the feature, this is the most cost effective way. You don't have to pay for a headquarters. The value of money across different countries is so drastic that you can really get somebody talented and like India or the Philippines or something for unheard of rates and it's great for them and it's just the way of the future. Like even for YAP, I have eight people on my team. One of them's from Canada, one of them's from Astonia, you know, so that's just the way of life now. So let's get into sel. Let's pick your brain about all the different things that you know about that area. So how do you define it?
Deepak Shukla: 27:58 Yeah, sure. SEO is ultimately the game of visibility. It's you appearing first or close to when someone runs a search and that search doesn't need to be limited to google, there is Linkedin search, there is Instagram, there is search on Twitter. So it is the game of optimizing any profile that you've got to make sure that you rank favorably when someone looks up a particular term on the platform.
Hala Taha: 28:31 So SEO, 10 years ago from what I know was pretty much like a manipulative and repetitive marketing tactic, but nowadays algorithms have really turned it into an art form and it includes things like branding and content creation and so on. Can you talk about some of the once revered SEO tactics that really don't work anymore?
Deepak Shukla: 28:52 Yeah, sure. It's a great question. So keyword stuffing is one thing that we made reference to before and it doesn't work today. Keyword stuffing is really just designed to manipulate search engines, but search engines have become smart enough to understand that it doesn't mimic the way that people actually read content. So that's one thing that doesn't work anymore. The second thing that doesn't work anymore is it's almost like it's stuffing keywords on your actual home page at the bottom. What often you'd sometimes see is you still see it on maybe linkedIn. Sometimes, you'll see lots of different keyword stuffed into either the html, so there's also the way of these keywords are presented, so it doesn't just relate to content like in terms of blog articles, it also relates to keywords. Actually at the bottom of, for example, a homepage and that seen as being quite spanning. A third thing, that doesn't work anymore. People still use it, so arguably then it still works, what we'll talk about it anyway, so building private blog networks, so private blog networks are ultimately designed to of course manipulate Google's rankings, but it's ultimately a link exchange take into an art form, so in a private blog network we might have you, we might have me and we might have our friend, frank, you, me and frank would all exchange links between our sites to particular pages with the intent that we always a consequence, increase our domain authority, increase our actual trust flow, and what we will do is do our best to not reveal to google exactly how these links have been built and therefore the network that you build. Once you put in any link into that network, the link becomes a lot more powerful as a consequence of the strength of the network.
Deepak Shukla: 30:44 So then when Google becomes savvy to what's going on the PBNs, the whole network basically collapses including any site that's attached to it. And we do deal with sites in this space that suffer from problems like that. Today we're dealing with a couple of businesses at the moment. Typical industries where people will build that would be gambling would be the adult space, would be CBD is a good one right now that's quite popular. The reasons that people build links like that is because a lot of websites won't accept links from gambling sites. I went except links from, I don't know, like a lingerie site. They won't accept links from these kinds of sites. So that's like a third strategy that's kind of canned work, but it can also end horribly.
Hala Taha: 31:27 And so let's talk about what does work and the ethical way to go about it. So you don't actually get shut down. I know that there's Seo, there's kind of like a right way and a wrong way to do things. And let's start with Google rankings because 93 percent of online experiences begin with a search engine. And I read that the first page of Google Receives Ninety five percent of web traffic. What are some SEO tactics for Google rank that will give us some bang for a buck,
Deepak Shukla: 31:54 So PR and SEO work together and they kind of merge. So if you're listening guys and you know you could look at being even on podcasts for example, because what happens is that you get a chance to share your brand story. You get access to an audience. You could reach out to you of course or socially share your story which send social signals to google because then Google learns that, well, people are actually socially sharing, you know this podcast, which means it's a podcast of importance. You also, for example, get maybe a link back because it's normal when you're on a podcast or when you present a podcast, you'll link back to the website. That's one thing that you can do. Audio is still in its very early stages. If video is here, podcasts is still early stage. When compare. Basically you know, long form technical blog content kind of had its hayday.
Deepak Shukla: 32:44 It's still there, but everything is moving towards video. Now facebook are trying to compete with youtube. Audio is still still kind of at the early enough stage that if you get in, you could do some really interesting stuff with it, so that's one space. People don't truly appreciate the power of podcasting and all it can offer in terms of SEO as well as pr and how they work together. The second thing that we could look at, are really making sure that you've crossed your t's and dotted your i's when it comes to your websites infrastructure. Take your url. If you're frank's coffee shop, then plug your France coffee shop into any free SEO analysis or free SEO audit tool and present those lists of problems to a developer. Doesn't matter whether the developers from find them from India, find them from the UK, from them for just present that list of problems and run a before and after the test. Pay to have those problems fixed, run another test, see if your on page SEO is improved. The process can sometimes be, you know that simple really. You know, businesses are different. Kinds will come to us for that process is exactly what happened. You'd find a service provider you comfortable with once you've run a report and you're like, well, you know, I could try and fix these issues but I don't know what I don't know. So the point I'm trying to underline there is don't be afraid to hire someone.
Hala Taha: 34:05 Yeah, definitely. And also don't be afraid to. If you're tech savvy enough, and a lot of my listeners are millennials, like just learn, read, go on Youtube, search things. It's okay to know not a lot and start from somewhere and just spilled your expertise so we'll make you a better, more skilled, well rounded person because even if you don't have a business, just being able to optimize your personal brand online is so important. If it's not your area and you're not interested, hire someone but don't be afraid to learn. How about youtube? I had Josh fetcher on. I don't know if you've ever heard of him. He's a very well known growth hacker. At the end of the show, he predicted that youtube would be really hot for 2019 and that B2B businesses would flock to youtube because it's really unsaturated and it's really easy to still rank for competitive keywords. So can you tell us about any tips or hacks you have in relation to youtube SEO?
Deepak Shukla: 35:03 Yeah, absolutely. Number one that use the primary keyword and stall over title. So if you're trying to rank for someone who's looking for entrepreneurship advice, you'd want to use the keyword entrepreneurship advice. So you'd want to think about the semantic search. Semantic search refers to how is it actually people type in search terms. The second thing that you should consider is it 93 percent of all google searches are long tail, same as youtube. What that means is that people type in things that are longer than three words. Search is becoming very much more contextual. So you want to consider that with the kind of content that you build. So when you're producing content, think about content islands. So if you're producing content around entrepreneurship, go to quora. Think of the innumerable variations that relate to a singular subject and then really build for one key word with lots of variations in mind. Keeping the primary key word at the front of the actual video. That's the other consideration.
Hala Taha: 36:06 That's awesome. Can you give like a real example with that?
Deepak Shukla: 36:08 Yeah, sure. And, and this relates to also the next tip. So let's take the example of entrepreneurship. What ranks in google tutorial videos do really well? Review videos do really well. Anything that relates to a visual component that search and how does that apply to business so you could really, in trying to rank for entrepreneurial key was on youtube. You could produce content around how to start a business, how to start your first business, how to start an online business, how to start an offline business, what is business? And look at all of those variations and I've just thought of a few of my head as you just heard Google it. Find 15 more the sensible that focus on a very particular component of how to business and create a bunch of videos that focus around that particular keyword so that you can gain ownership over it and then there's the other thing.
Deepak Shukla: 37:03 Make sure that your tags, make sure that your descriptions are in place. Make sure that you build some level of interlinking structure between videos so that one video can refer to another. That's also really important. Consider building playlists that relate to content curation. That's going to be a big thing probably in 2020. The people are gonna start moving more towards just finding playlists based around particular types of content. Have a look at players that already exist in your space. See if you can reach out to those playlist owners to see if you could have all of your videos inserted or frank compete with that playlist by building a better playlist. So there's all of these things that can happen as a consequence of any kind of internal youtube search.
Hala Taha: 37:44 Great Advice. I think these are all gems for our listeners. So how about UX experience? So this is user experience for people who are not familiar all about landing page optimization and getting people to take an action. So for example, click on your main button on your page. Can you talk about some tips you have for user experience?
Deepak Shukla: 38:02 Yes. Yes. Everybody's lazy. Guys, lazy, doesn't really want to read, doesn't want to listen to anything that's hard. Have big buttons, have obvious calls to action. What is the problem that you're solving, right? Think about some of those key tenants. What is the problem that you're solving? Is the download now? Join now, click now. Get this huge. Is it so obvious where it is? Is the contracts right? Are you using distinction between colors so that the button is so blindingly obvious of the text is so blindingly obvious. Build beautiful things. There's a lot of templates that are beautiful now, so there's not really a reason to have a site. The least meet some minimum standard templates exist in abundance done for you. Templates do exist in abundance. So I think that there's a lot of core components with making buttons obvious that are important. Making sure that the UX experience is as you scroll through a site on a mobile is seamless. Making sure that everything loads quickly. It's probably the biggest thing that. I'd say actually your site needs to load quickly. It doesn't matter how good your Ux is. If it takes too long to load in a 40 percent of users bounce or rather exit aside after three seconds, if it hasn't loaded as four in 10 people that will just leave, or two in five will just leave. If it takes more than three seconds to load the page.
Hala Taha: 39:32 That sounds like an art and speaking of art, content creation is more important than ever. So what are your tips for going viral and writing stories that pop.
Deepak Shukla: 39:41 Personal stories are probably of the utmost importance. I have had a lot more success by speaking about things that don't relate to SEO than I ever have by talking about SEO. So I think that being a singular sector specialists, that concept is beginning to blur. People plug into Gary Vaynerchuk because he's an entertainment figure as much as he is a motivational speaker. And to be honest with you, those two things don't even relate to what his business does. Vaynerchuk media or rather he's an example of it. So have that in mind. When you start producing your stories, people would just want to read. It's something that at least on begin to call like edutainment, that you need to be educational, but you need to be entertaining and if you can find some segue with that, then I think you'll do really well. We're moving into a world where everything is going video or audio, and the large proportion of marketers are run trained, right? They know how to produce content, but they're untrained storytellers. So learn the art of storytelling, read the book, get the audio, watch the video, pay for some storytelling training, and I think that that will be a huge differentiator if you just get that little bit of training because everybody else out there for the large part on frame, when it comes to telling stories through their education,
Hala Taha: 41:05 It's so true. People just don't know how to copyright. They just don't know how to connect with people and that is such an important skill going forward as everything becomes online and you've got to connect with people virtually. You need to do that through your writing for the most part or your videos or your audio, but it's all the same thing. It's all telling stories, so give me your pitch as to why SEO is important for the average person that a person who is not in marketing or in tech. Why is SEO important to think about? Regardless?
Deepak Shukla: 41:39 Let me ask you, when you want to buy something, where do you run a search? There's probably two places I can tell you that I run a search when I want to buy something or when I went to find something, find my local cafe, buy a tshirt. I will look on Amazon search a lot of the time, but even more so I'll google it, right. Where don't I look when I'm thinking about buying something. I don't search anything on facebook. I don't search anything on social media. Social media is social and it's huge of course for ecommerce, but actually by going to google search when I'm looking for anything and I just really want you to think about really is in the name and that hopefully should demonstrate what's possible with SEO if you start using it as it's meant to be used for your business.
Hala Taha: 42:39 Well, this was so interesting. Where can our listeners go to learn more about you
Deepak Shukla: 42:44 Head to You will probably find the link. That Hala will attach that If you're interested in the business aspect, any of those two places or wherever you want to find me. I'm almost places.
Hala Taha: 42:59 Awesome. Yeah, he's really searchable. We have YAP society on slack, which is basically a community of listeners for our podcast who are really into the show really into bettering themselves. Do you have any resources? I know you've written so many books, any resources that we could share with our group?
Deepak Shukla: 43:18 Yeah, definitely. I've got a free 14 day training program that talks about how I built my business up to $20,000 a month so I can share that link with you guys and go through the free training. They will give you insights into how I got the business to the stages.
Hala Taha: 43:35 Thanks, Deepak. This was amazing. Thanks so much for taking the time to speak with us.
Deepak Shukla: 43:39 Oh Hey, I had an amazing time. Thank you
Hala Taha: 43:42 Thanks for listening to Young and Profiting podcasts. Follow YAP on instagram and check us out at and now you can chat live with us, every single day on our new slack channel. Check out our show notes, on for the registration, and if you're already active on YAP society, share the wealth and invite your friends. You can find me on instagram or linkedin. Just search my name Hala Taha and a huge thank you to the YAP team, Tim, Danny Christian, Steeb, Stephanie, Nicholas Ryan. Kayla, Shiv and Julian. Catch you, next time. Its Hala signing off?

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