I have Nikola Roza today to enlighten us with his wisdom in SEO, blogging, and affiliate marketing.
One thing I absolutely love about Nikola is his attitude, uplifting others and helping them grow. I am inspired by how he stepped into the digital world by learning everything independently with a strong determination. He truly is a self-made man.
Hey Nikola, what’s up?
Hi Mudassir. Thank you for asking. I’m doing just fine. Also, thanks for inviting me to speak to your audience here at Blogging Explained.
It’s an honor and privilege for me.
How did you step into blogging and affiliate marketing?
My mother got sick at the beginning of 2015. I tried to make money online and help (her treatment was expensive, and we were poor), but since I knew nothing at the time, I was unsuccessful, she died, and I was left with no job, a mountain of debts, and no real future.
Since this is Serbia and there are no jobs to be found here, I returned to the internet to try and master this making money online thing.
There was no time pressure on me, and I knew that I would succeed as long as I kept learning and improving every day, little by little.
That is what happened.
I found work as a Freelance SEO writer, and that job put food on my table. In the meantime, I also joined Wealthy Affiliate, a school for newbies who want to become affiliate marketers (read this Wealthy Affiliate Review here for more info).
I studied hard, tried things, and experimented a lot.
Some of it worked and most didn’t, but I could build up my blog from the ground up little by little.
Now it’s still not where I want it to be, but I’m transitioning from freelance writing to affiliate marketing.
It’s exciting and a tonne of fun.
You mostly do freelance writing, right?
For the most part, yeah. I have clients and regular work, but I’m working on developing my affiliate marketing business in my spare time.
Overall I’m swamped but also very happy as I’m doing things I love.
How do you find clients?
Initially, I used to do cold mass outreach, which landed me a few good clients. (I wrote about it here).
But now clients usually find me. I get more offers than I can handle, and they come to me, and I don’t chase them.
The key for me was that I guest-posted a lot early on. And when people saw that I write decently; and my author bio needed a writer, they clicked and landed on my rates page.
From there, it was easy to convince them I was the man they needed.
What are the major factors in ranking your content on search engines?
Four crucial ones are:
1) Search intent. Search intent is not a ranking factor but a ranking enabler. Get the search intent right, and you might rank.
Get it wrong, and you will not rank, even if you have everything else right.
For example, my Quillbot review page ranks very highly for that term and a couple of others (Quillbot reviews, Quilllbot Plagiarism checker, Quillbot Summarizer, Quillbot Paraphraser…)
But it wasn’t always like that. I remember that when I first published it (and after the page had a bit of age to its name), it couldn’t crack the first page of Google, no matter what I did.
That’s because initially, I talked about “Should you even get Quillbot to paraphrase your content,” I was promoting a competing content paraphraser. People looking for Quillbot reviews were simply not interested in reading that Quillbot sucks.
And Google knew it all too well.
2) Website speed. Your WordPress blog needs to be fast so people can load the page and stay on it.
If your site is slow and people bounce too often, it will disappear and will not rank unless you seriously speed it up.
Note: Being fast doesn’t mean being super fast. It means being fast enough to compete.
So the best way to check is to take your first 5 competitors for the keyword you’re targeting and put them into Google’s Page Insight Tool.
The average of their numbers is what you need to hit.
For example, my ShortlyAI review page was struggling to rank. Even after I sent it as much internal juice as I could muster. Even after I’ve updated it a dozen times to make it, in my honest and humble opinion, the best page on the topic on the internet.
But it wasn’t ranking.
So I dug deeper to discover why my page was SLOW!
Like super slow. 2x slower than the page ranking on the top.
So, I knew I needed to change that ASAP if I wanted to rank.
So I switched from basic Bluehost hosting to a much more powerful Siteground GrowBig plan.
And then, I used their SiteGround Optimizer plugin to fine-tune everything.
The difference is like night and day, which shows in the SERPS.
My rankings significantly improved once Google recrawled my page and once they saw that my page was much faster now.
Improving page speed is a low-hanging fruit of SEO, and I encourage anyone reading to pay ample attention to it,
3) Content- Your content needs to answer the queries to the best of your ability (it does not need to be perfect and in perfect English), and you must apply basic on-page SEO to it (again- no need to go crazy with on-page for every post)
4) Links– You need links to rank, which you can use more. So always be link-building.
What perks you’ve been enjoying as a freelancer?
I have connected with incredible people that I otherwise would have never met in my life. I genuinely believe that if you want to be successful in anything, surround yourself with successful people from the area you’re trying to improve.
The Internet allows me to do that easily, and my blogger friends are the anchors that keep me floating and swimming to success.
Who are your favorite influencers online?
I divide my influencer based on what they taught me and what skills I want to master.
For example, when it comes to combining affiliate marketing and SEO, Matt Diggity is king there,
When it comes to changing the mindset from building a niche site to building an online business, Matthew Woodward has helped me a tonne.
And finally, I think email outreach is one of the top 3 skills you can have as an internet marketer.
So I absorb anything I can find on the topic. This guide by Alexandra Tatchalova has taught me a tonne and a half – I can’t recommend it enough if you’re interested in learning how to contact strangers by email.
Also, I recently discovered Eb Gargano and her Productive Blogging website. She focuses on teaching you blogging, but her twist and unique angle show you how to get the maximum done with minimum effort and maximize your success by working smarter and not harder.
Honestly, this topic speaks to me as I think working smarter is key to success. Especially when you’re a one-man team.
I also have a few of my friends I’d like to mention
- Enstine Muki
- Gaurav Kumar
- Lisa Sicard
- Janice Wald
- Jerry Huang
- Arfa Nazeer
- Navin Rao
- Philip Verghese Ariel
There are many more, but I trust you get it. I’m grateful for all my blogging friends and hope to have many more of them.
What is your typical workday look like?
I get up at 5 AM and have my morning routine: exercising, reading advanced and interesting SEO material, and leaving blog comments.
This is my warm-up for the exciting day ahead.
After that, I tackle the most enormous task of the day and don’t stop until I finish it. If I can’t finish it in time, I turn on the strategic mode, purposefully lay aside that essential thing, and do everything else. Things that are not as important but still help my business grow.
Of course, I take breaks and have a scheduled siesta at around 12.30 PM.
After that, I work some more and finish the day with light reading and preparing my to-do list for tomorrow.
Overall, I try to work as hard as possible while accepting that I’m not a machine and need to take strategic breaks.
1 biggest challenge that you feel?
Making daily plans and sticking to them. And not feeling down and semi-depressed when I fail to do everything I wanted to do for the day.
Do you find yourself in a hobby when you are not working?
I like to read. I read 2-3 books daily when I was a bit younger. In fact, reading is the thing that opened the world to me and that lost me all my childhood friends, as none of them like to read, and some of them loudly boast of not having read a single book in their lives.
I’m glad I moved away from that group.
As for the genres, I like the classics and am currently reading The Count of Monte Cristo by Alexander Dumas.
I also like to watch movies (the classics again), and Pulp Fiction (Quentin Tarantino), Hair (Milos Forman), and Late Spring (Yasujirō Ozu) are my favorite movies of all time.
Quick tips to craft a single piece of content for the audience and search engines?
Write for humans first so that you know when a person lands on your site with a question, they will find the answer on your site and leave as happy soon-to-be-returning web visitors.
Also, don’t neglect basic SEO, and basic SEO is:
- setting up your site’s architecture in a logical way so Google can easily crawl your site
- doing basic on-page SEO
I say essential because you will see terms like TF-IDF, NLP, BERT… being thrown around.
It’s nice to know about those things but if you’re a blogger who wants to get visibility on Google- focus on the essentials first.
- Producing valuable content,
- Offering great UX (hint: tables of content and reading progress indicators are easy UX boosters)
- Making it understandable to Google with basic on-page SEO
- Building links and relationships
That is already 95% of all SEO you’ll ever need.
Do you find any mistakes beginners make when it comes to link-building strategy? If yes, how to fix it?
Yes, I saw and still see a tonne of mistakes newbies make.
Here are some of them:
#1- Not having a strategy
Some bloggers think that content is all you need to rank in Google and that you will magically attract links if you produce a ton of content.
Of course, this is false, leaving you wide open and susceptible to failure. Remember, you’re not alone in competing against those who promote and build links to their content.
So who do you think will win?
#2- You need only links
The other mistake is thinking you can have a crappy site with horrible UX and still rank if you shoot enough keyword-rich anchors.
Of course, this is wrong, and Google will find you out soon enough. How?
They measure user experience signals, and if they notice that your visitors are fighting to get out of your site, then even a million backlinks won’t save you.
#3- Not having a solid site architecture
Good site architecture is nothing more than interconnecting your site so that link juice flows from one end of the site to the other without difficulty.
And good site architecture is crucial to rank higher because it enables you to achieve the most with the least amount of backlinks needed.
I see most bloggers panic whenever Google announces an algorithm update. What’s your take?
Google does what they want, and there is nothing to do about it. The best way to approach this is to invest in assets that will always work and help you.
Those 3 assets are
- Building links
- Building content
- Building relationships with influencers
You will always need content to be indexed and ranked on Google.
You will always need links because Google uses links to pick out worthy sites from the cesspool of “too much content, too little added value.”
You will always need to connect with influencers because they can help you achieve your goals faster. And the best way to connect with them is to help them first.
Can you share what SEO practices have become old and do not have to do anymore?
Don’t stuff keywords. You don’t need it, as people won’t like it and will leave your site dejected. Google won’t like it as they have spam algorithms that hunt for such things.
So you can’t win with stuffing keywords. Instead, write naturally and be mindful of On-page SEO best practices.
Another technique is building PBNs and trying to rank with them. I’m not saying that PBNs don’t work (they do, and I see them in my niche all the time), but if you’re a beginner, you shouldn’t come near them with a ten-foot pole.
If you’re a beginner, have never ranked sites before, and have never built links back, playing with PBNs is just wasting your time. There are a million ways things can go south and your time is better spent on improving your content and getting links via email.
SEO tools do you recommend to beginners?
Yes, I recommend both free and paid tools.
- Google Search Console
- Google Analytics
These are the bare minimum you should be using, but they are also all you need starting out. You don’t need expensive tools if you can barely pay for hosting.
- Internal linking plugin (I recommend either Internal link Juicer or Link Whisper. If you go with the latter, make sure you use my Link Whisper discount code “nikola” to get $15 off your order).
- SEMrush (best for keyword research);
- OptinMonster (best for lead generation);
- Unbounce (best for landing page creation)
- Convertkit. (best for email marketing on a budget);
Ahrefs is impressive because they have the most extensive backlink index and, as such, will find the most links for you to replicate. It also offers keyword research and content explorer functions, which are incredible.
I like Ahrefs so much, and if you can get only one premium tool, get Ahrefs, and you’ll be able to grow your blog traffic with it to no end in sight.
How should a novice develop an SEO strategy?
Your strategy needs to revolve around content and links.
So I suggest you divide the year into 2 halves.
First 6 months, you can build up the content on your site. Try to publish 50 meaty posts (1500-3000 words) that each target a keyword.
This will get you indexed for thousands of queries in Google’s index and get a feel for your site. So you will rank higher based on relevance.
But relevance alone is not enough.
You also need links
So second 6 months, stop publishing on your site and focus 100% on getting links to your site.
Good and beginner-friendly techniques to use are
At this time, you’ll be building links in a randomized way. It doesn’t matter where you get them as long as the links are followed and pointed at your site.
These outbound links from different websites will bring in new link juice, which will then be distributed through internal links to all parts of your site.
Finally, after a year has passed, you will enter a new one with significant experience in creating content; and solid link-building skills.
So then you’ll be able to start combining the two, and you can do them on the fly and as you go.
- Publish a post; promote it.
That is how you scale your site and traffic. But it will take time to learn to do all this stuff. It took me a lot of time too.
Thanks a lot, Nikola, for spending time to share incredible insights with us.
Thank you, Mudassir. It’s an honor for me and a privilege. I will be hanging around to answer any comments that come through, and yeah, thanks again!
Affiliate Disclosure: This blog contain affiliate links and I earn a commission if you buy through my referral links. Read the full disclosure.