Hello, in the Magnifier series, we ask the experts the questions that you would like to hear the answers to in the field of growth, our guest today is Uğur, the founder of Kriko, who has been working in the old field of digital marketing for more than 10 years. I would like to start with the contemporary questions quickly. Because there are so many things you are curious about. The first of these was in Yandex in the past. Very recently, seo parameters leaked on Google. Over 14 thousand parameters have leaked, and the whole world is talking about it. Over the last few months, there have been areas where we have seen the emergence of points that were called non-existent in the past. How do you assess the effects of this? I'm very curious. In fact, it is one of the most exciting topics. I've been in the industry almost since 2004. We need to find out as a result of our own tests that urban legends are swirling around. In what I call a neighborhood box, there are some evaluations as a result of the tests we have done on the brand we work with or our own sites. Therefore, yes, the first yandex exploded, but then the news of a leak from google was quite exciting. But then I said there was no need for that much excitement. Because most of the things we think about in this process actually have a counterpart in the algorithm. In other words, what comes to your mind in the scenarios you have at the bottom, from seo 101 issues to a little more like this, that is, if I were Google, how would you evaluate this issue? When you ask a question, the differences between your answers and the leaked documentation are not very different. Of course, there is a difference. It's a separate topic, but for the most part, and they don't have processes that count too far. I don't think there are any details. However, this document mentions more than 14,000 parameters. Of course, it's hard to examine the whole thing. I also tried quite a bit, I looked at the details, but there is something that excites me so much, oh look, how did we miss it, I can't say that it actually caught my attention, but of course, this is not an algorithm, in fact, it is always said that a Google algorithm has linked. It is said that it is broken, but what is leaked is not the algorithm, but the appi documentation. Therefore, there are a few questions that are not actually answered by looking at what is in this documentation. How many of the parameters here are actively used? 2 What is the weight of these parameters in themselves? There is no answer to this. How did you compile the parameters included in this documentation in 3 processes? There is no answer to this question in the algorithm. Therefore, to make a decision based on this document and the functions contained in it, etc. Let's do it this way. I think there are a number of risks. Well, it may not surprise you, but what do you think were the 3 parameters that surprised the audience or the seo community? I also work as a trainer on the corporate side, which contradicts Google's past statements. I've talked about it a lot in my classes, and there's a discourse that I've reacted to in some of them. When you look at Google as a liar, it is the largest technology company in the world and it has a structure that manages a community. I'm saying it for the SEO side. At the end of the day, there is an algorithm. So how is the commercial formula of coca cola pub? Ise is one of Google's commercial products, so this is not something that is published, but on the other hand, there are very strong characters in the industry. In other words, some of their rhetoric can catch the formula. At some critical points, he stepped in and said that google actually said no, this is how it is. There are scenarios, but I have personally seen many times that they are not very relevant in practice. By the way, for example, recently, expectation at work was previously a ranking factor, and it was one of the very dominant factors. In fact, when you look at it, one of the topics that I always laugh about is google. One of the issues that distinguishes it from meteorology and makes it today's Google is pjent technology, pjent technology, in fact, gives a ranking score that takes backlink values as a reference. In fact, it gives a score to a page, but this approach has also led to its birth in the spam ecosystem. In fact, while I was trying to do something properly, I was also a little off topic with an approach that turned the internet ecosystem into a dump. 2.010 In two, you know, you wait after approaches such as the famous ring and the like, here is a lot of spammy Twitter, its power has been reduced a little and it has been said to be almost non-existent over time. There is a discourse that it has been reduced to zero. We have always said that bekling profiles are valuable for the optimization of the budget of agriculture. But the document shows that the waitlings still have something on the ranking side. In fact, I'm not one of the factors that trigger spam triggers here. More precisely, you write 100 articles. You publish it, and most of it is useless. The reason is that they have actually balanced the rates of the links coming through the same angor Text. In other words, you write an article, you always link to the same text, or it can be a different article. If you are using the same angormetin, this spam trigner directly affects. This is triggering the break. So mine is one that needs to be paid special attention to. Ankara is included in several important documents of the texts. By the way, this is a bit surprising that I actually have that much detail? Obviously, there was, but it is clear that it exists, other than that, let me say that it does not surprise. It is one of the most discussed topics there. For years, there have been statements that the data of the Google Chrome browser is not actually used in the algorithm, and that Google's own source algorithm is not associated with other products and services. However, we clearly see in the leaked document that chrome uses data directly. Of course, we see chrome here, but I think it is obvious that Android devices actually use the data collection and valuation point of the concept we call koaliti on this side. One of the things I look at most curiously is the biggest. The more you do such a thing on the side of discussions, advertising sides, that is, on the spouse side, will you grow or shrink in organic? There are no details about this. In the meantime, I was wondering if anything would come out of it. I asked a very broad question, we are talking about 14,000 parameters, but apart from that, for example, it has been over 56 years, of course, so the longs in these search results are the clics, here are the CTRs. There are categories called good clocks. There were statements that they were not followed like this, but of course it has been more than 56 years. Rant Fishkin's one. After his experiment, the data was actually faulted. User behavior in search results directly affects ranking. My next question is, is paid traffic affecting organic? Actually, we've touched this indirectly, we've touched it a little, but I'm curious about your opinion on this. You know, between 2.009 and 13, I went and was there, my word was to increase it to 10, from the soil to 2.010, from three to 10 one, I worked there until 10 eight, then I set up a jack at work, and with the jack, I actually entered many other big brands, I saw the data of the data. So the common denominator here is that it's a really ordinary detail in other companies I've worked for. As you increase the budget on the Google s side, your desire to crawl by Google bot seriously peaks. By the way, I did not see that the order changed directly, but momentarily, for example, there was a trial of rent plug again. In the conference room, he makes everyone search for a word and click on the eighth State, and the site does not change position. Let everyone get out of the hotel's wifi, return to their individual 3 trips, 4 gs, repeat the same scenario, go back up to that site. Therefore, if there is a significant increase in search intent within a theme and a website has started to be clicked too much, it can quickly gain or lose a position on the organic side. Therefore, on the s side, when you increase the amount you allocate to the budget, if some of the incoming traffic comes from organic and people click on a site specifically below, yes, it is possible, but in practice, there is a counterpart. This is very unlikely, but rather as far as I can see, this is an issue that has been discussed in many meetings, but we are increasing the budget so much. We can save our budget. How our organic traffic is not affected, it is not, but Google also remembers the number of requests from the bot. There are increases in the level. I think these should be used in a strategic sense. Especially in products with a large number of pages, I think this issue is worth gold, so the concept we call crobagt is actually a very valuable thing. Because there are quadrillions of web pages on the web and the answer to the question of how much a website will be crawled and how often it will be scanned in a 24-hour period in a day = In fact, it takes us to the concept of opercan correctly, and my next question is right now. I want to get into artificial intelligence, one of today's endüstriaktiv.tv technologies. I'm going to ask about the content side before the organic side. This is one of the most frequently asked questions to you recently. Does the contribution of artificial intelligence in content production, bots, gangs, clouds have a one-to-one contribution to SEO? If we are going to use artificial intelligence here, how do you think we should use it? We need to take a closer look at how artificial intelligence works. I am not an expert in this field. Forgive me if I'm slipping up here, especially from our audience, but as far as science goes. As of the release of the open a publication, the working logic is actually a data screp, and the working logic of the language is actually understood a little bit here, and in this new model, especially in worlds such as the famous example, it is actually an artificial intelligence product. Yes, it was in our lives, but this new model has a structure that predicts the word that will come after using a word. In other words, this actually allows you to produce more meaningful and more tangible information. This model basically uses artificial intelligence to ask you what words can the artificial intelligence use in a word question when you write a text. There is a possibility that the word after that is the continuation of the word. The issue of how the continuation of the sentence will flow is actually based on a mathematical formulation, of course. Therefore, the source of this data is actually the web, you can start producing content in artificial intelligence and you can do this. But in fact, by using the ingredients around, that is, the ingredients in the kitchen, you make the menemen with eggs. You make it with onions, but in the subtotal, it is a menemen. Therefore, here we produce articles that are beneficial, inspiring, and value-producing for the user, in fact, content operation. It is always the part that is at the forefront, its features. Now, in artificial intelligence, yes, you can get good content, but the competent and creative texts written by a human do not come out of every answer to your question. It's more general, and there's a lot of fos-positive stuff going on here. I even used it with a screen shot. When you wrote what is Fenerbahce's biggest fan group, we were answering ultraslan, there will be a fight here, you use it in a place that publishes corporate content and 100% transfer EPR ente. There is no reveo. You publish it without subjecting it to any review. You are actually taking a serious risk. This risk actually applies to editors who write content. You know, when a person writes, does he write with 100% accuracy? It doesn't write, there's a margin of error there too. However, content produced in an artificial intelligence-based model does not mean that you should not use your internet. Let me tell you, I mean, you use it, but it's definitely a retreat for an editor to make an edit, or even an edit in the 50% band or over fifty%. You publish the review after making an edit. It will be much healthier. You have exactly answered my next question. In a moderate way, yes, we even talked about this Google algorithm, for example, in the Suzan documentation, for example, one of the branches that attracts my attention is the effort allocated inside, Google is trying to figure out how much effort is spent in this and it is in this algorithm. There is no question of whether it is a content produced based on artificial intelligence or not, or something in that documentation about the use of artificial intelligence is mine. He didn't, but when creating a content, there is a parameter on the axis of effort spent on this inner effort. Therefore, it is possible to determine whether a Text Text series produced by artificial intelligence is actually produced by artificial intelligence. This actually gives an idea of how big or small the effort is. I'm not really curious about this, again, as you mentioned, there are millions of articles, including encyclopedias, that have been written so far, there is content, yes, and they are produced by interpretation. After a certain period of time, 5, 10, maybe 20 years from now. After the content produced by artificial intelligence starts to be used frequently, what do you think will be the effect of the next 10 years? Only in this context does every outlet have its liking. Every time it goes down, it has an exit. Some topics, technologies are very popular right now, and they will probably be back in the next one. Analog devices began to trend. For example, you know, we live in an electronics company, we live in the space age, but I throw people for some devices. There are worlds like they went back to using Anatolian cameras. Yes, the AI using data from a pool in the middle. There are a number of contents. Yes, you can produce something different by using this content and using this data, but it also has an end. In other words, after a certain point, a pool will actually be formed. This will solve people's questions and needs to a degree. I don't know about that. As long as it solves it, yes, it will continue to be used. By the way, is there a world that will influde our lives in a 101% way? Yes, there is an artificial intelligence plate, and there is even a documentary about it that I watched very closely. It's about the use of artificial intelligence on battlefields. There are things. In fact, this issue is being discussed in the European Union commissions. The average training time of a professional f 16 fighter pilot is around 10 years, and they collect some pilots and make artificial intelligence three years of this information, and this is approximately approval, and after approval, they put a fighter jet used by artificial intelligence into dogdiving with real pilots, and artificial intelligence wins in all of them. So there are a number of approaches here. No fighter jets wanted to shoot down in front of you that you see in the movies. The other plane behind the plane. There is, but artificial intelligence makes a different decision and dives head-on, and a human can't do that. Because there is a very high probability that something wrong will probably happen, but artificial intelligence is not interested in it. Its sole purpose is to hit the opposite target, and after calculations, it is reported that its tallest chamber goes head-to-head. Or a company in the United States, there is a laboratory that deals with the production of drugs on rare diseases, and they are doing something about what solutions we can produce here by using artificial intelligence, and this company receives an invitation from a conference in Europe. What should be considered regarding the use of artificial intelligence? In order to create content for the presentation, we are actually trying to solve the problem. I wonder what would come out of the algorithm here if we made it zero, that is, if we tried to create problems instead of solving problems? There is a very old sober that they turn it around and run it for 24 hours, and they end up with thousands of weapons of mass destruction, their production and their proposals. They are horrified. Of course, they are also up to the question of whether or not to go public with it. After they spoke, they held that conference to at least raise awareness, and the question was that they were invited to the White House and the president made a presentation on this issue, by the way. So yes, there are many areas where AI will be used. As with the digital marketing side, as I just said about how you use it, will a 100% AI-based automation or productions solve most of the problems? It doesn't seem to solve it. Maybe we should leave it to some time. It is always said that it would be more logical to knead artificial intelligence by using human knowledge. That was another of his views. Now, in the light of these conversations, I would like to evaluate seo within the framework of artificial intelligence. Considering that there has been a lot of talk about whether or not eso is dead for years, but if we look at the new arguments that we have, I have a question about where the total organic traffic or iso is going to go in 10 years from now, 20 years from now. I am asking this in the following context, it is said that it is an adventure in which people will bypass the phase where they use the source engine and search engines and move on to the phase of finding direct men. So we're not going to call anymore. Well, we will find it anyway, sometimes we will do it with assistants, we will do it by voice and sometimes by entering ourselves directly. He has an opinion. What do you think here, how do you think the future of the property will be shaped? When we look at the discoveries and inventions made in the past years, the average time between the spread of this to the base is around 30 years, or look at the discovery of airline planes, look at the years when the first commercial flight started, but look at the acceptance and use of it by the masses. Look at the initial periods, there is an average of 30 years in between. In this sense, for example. Here in 2.009 they bitcoin entered our lives. On top of the coin, an average of 2035 40 for 30 years will actually be estimated in bitcoin. That is, its use will spread. It is not investment advice. Similarly, I have been working on the digital marketing side for 2004 years. Actively, and as you know, there were a number of methaşs before Google. With a number of intelligent systems that solve what they can't solve, they've actually had a hippel for around 2002 to 2003 years, so people tend to get bored as they use a product. I don't know if this is the case on my side as well as in personal use, but sometimes I live in my own life. I mean, I always use google, but after a certain point, I get bored. So I don't want to use just one thing. Now, I think that this wheel, and the power that this wheel gives to Google, also increases the risk of making mistakes in the newspaper. Now, here we are, technologies such as openay, artificial intelligence products, yes, they come into our lives. This question is actually the question that has been asked for years, I have always answered that I don't know if seo dies, but there is an algorithm in it. Our lives will continue in any prodac that is a search engine. So if seo dies, there's ASO, there's Appstore optimization. If they go there in the world, the users who read have turned into listeners, especially the new generation. Then there is youtube youtube optimization. In fact, we will always have a product that will be optimized. Therefore, will this profession die? I don't think it will die, but it will change shape, it will evolve in itself, now again for this artificial intelligence side, yes, in fact, there was a version change in the south very recently, or it was a period of time. There was a discourse about whether he would do this, and if I remember correctly, he made a statement that no, we do not enter such a search engine industry, and Google's shares, which fell, turned positive again. Yes, by the way, services have entered our lives as a search engine, there are many different domains like you.com or similar. Will they be accepted? I think she needed a certain amount of time. Because these products are a serious cost, that is, the server costs on which those artificial intelligence works, etc., these are not services that can be provided for free, but you Google is free. You use it, when you look at it from a certain angle, but on the other hand, you share your own data in order for google to improve its products and services and make more money. Let me not drag the subject towards another topic of discussion. But it seems that there is still a little more time for artificial intelligence to enter the search engine side. In this context, do you have any thoughts on the future of voice calls if we combine artificial intelligence? I think this will be one of the first products that will resonate in real life. I think it was an Amazon product, after a hype that started with Alex, Google. This has its own devices and similar devices released by other brands. Is it not very common in Turkey, that is, the most widely used in Turkey is the voice commands and responses on our mobile phones. In the new generation vehicles, you can give voice commands and get the answer. By the way, Google maps have come to a number of ex services on the artificial intelligence plate in a similar way and they are accepted. Meanwhile, users' lives have been made easier. I provide that service in the world. Of course, it increases the usage rate. So yes, I think these audio devices use. People depend a little bit on the cover of the brands. For example, you don't use google's seslicez or alexa with very 100% features in Turkey. Because there is no Turkish language support. When it arrives now, yes, it will gain a market share in Turkey and will be actively used. Of course, there are a number of schemes that you need to use to integrate this on websites. They have a structured format, and there are sraccher dat applications for devices to pull and pronounce the data from our sins. You need to do these specific things. Of course, these devices are other products. As reliable as it is, it is always a matter of debate. For example, let me pronounce it without naming names. A brand is a food company made in America. By the way, in an ad, it says "hey Alexa". He says, "Can you tell me the ingredients in that hamburger?" The television commercial and all the devices start talking at once. In fact, when you look at it, it is an issue that comes out of a discourse about hacking devices. They then do a version update. By the way, it is difficult to talk without naming names. Here, they call ignore@ rejecting, receiving, and responding to sound frequencies of a certain decibel 6 and above coming out of the television. Then, in the second ad, the same company gives a similar command with a different sibel. Again, all devices are triggered. So, there are other issues that need to be discussed until we actually get to these issues. I think security is an important issue, but it is obvious that it will return in a big area of our lives. Thank you very much for joining luck. You're welcome for sharing what ideas. Today, we talked about what awaits us in the coming years in the field of seo with krikotan uğurlu. If you want to be informed and support our new videos, it's up to you to subscribe, like, comment or share, see you soon.