February 23, 2022, was a daily Wednesday for Ukrainian entrepreneurs and web optimization specialists.

We had our morning coffees and did tech audits, constructed some hyperlinks, and revamped a few touchdown pages.

We have been striving for higher visibility and conversions, attempting laborious to maintain up with the deadlines, and hoping to succeed in our KPIs.

Then, on February 24, the entire of Ukraine awakened in a newly fragile and terrifying world.

Our plans, aspirations, and priorities have been reworked.

From that day on, the one factor that mattered was saving the lives of our households, serving to these in have to survive the turmoil of battle, and defending our proper to stay freely on our personal land.

For this column, my workforce reached out to eight Ukrainian web optimization and advertising specialists and requested them to share their experiences within the time since our world turned the other way up.

It seems all of them had one factor in widespread: in a shattered world stuffed with painful uncertainty, they’ve drawn energy from serving to others and contributing to Ukraine’s future victory.

Right here is how they’re doing it.

Bringing Correct Information To Russian Individuals

Artem Pylypets is the Head of web optimization at SEO7, lecturer, and the founding father of an academic YouTube channel “Школа web optimization”  (web optimization College).

Earlier than the battle began, Artem’s life was all about doing web optimization himself and sharing his information with others.

He led the web optimization division at SEO7, ran his YouTube channel known as “Школа web optimization”  (“web optimization College), and carried out on-line coaching on web optimization issues.

At present, Artem is doing all the identical issues, however to the sound of artillery shelling.

Struggle introduced many challenges to his work. SEO7 workforce members at the moment are scattered throughout Europe since many individuals needed to flee their properties.

They’re attempting to streamline their operations, however it isn’t simple.

Moreover, many SEO7 clients seized their operations, which left the workforce struggling to remain afloat with the few shoppers who goal the U.S. and European markets.

Artem himself stayed within the Kyiv suburbs. He confessed that he’s used to listening to artillery shelling and added that it’s “not that heavy.”

His neighborhood neighborhood has arrange roadblocks, and other people guard them in shifts to manage the scenario.

Artem PylypetsPicture supply: Writer. The photograph on the left was taken three months earlier than the battle began. Artem’s T-shirt says, “Content material will get higher if it comes with a backlink.” The photograph on the proper exhibits a roadblock with sandbags, considered one of Artem’s new workplaces.

“It actually pleases me to see how the battle united my fellow Ukrainians. The best way we assist one another, the best way we combat for our land, is simply wonderful.

On the identical time, I need to admit that I’d relatively have a peaceable sky above my head.”

Like many different web optimization specialists, Artem determined to make use of his web optimization expertise to assist Ukraine win the informational battle.

His objective is to assist Russian search engine customers see the true tales of battle and never the deceitful official propaganda. For this to occur, he has been engaged on enhancing the visibility of worldwide media within the Russian SERPs.

When the battle ends, Artem plans to maintain constructing his enterprise and hopes to launch all of the initiatives he at all times needed to however by no means had the time for.

He’s wanting ahead to studying some excellent news – not reporting on mounting casualties and destruction in Kharkiv, Sumy, Chernihiv, Mariupol, and different cities.

All he desires of is celebrating Ukraine’s victory along with his closest associates.

Volunteering 24/7 To Assist These In Want

Andrey Kapeltsov is the founding father of web optimization.Capital and a keynote speaker at main web optimization, Affiliate, and iGaming conferences in Ukraine. He has spent the final 18 years mastering web optimization and is at all times searching for new out-of-the-box methods to maintain up with search algorithm updates.

Since 2015, he’s centered on the iGaming business, working because the CMO at main gaming and betting corporations.

Due to the precise nature of the iGaming area of interest, web optimization has at all times been on the core of each advertising technique Andrey developed.

At present, Andrey is attempting to serve his nation and other people in each approach potential.

A few of his firm’s staff lived within the cities ravaged by the Russian military – Andrey helped them escape to a safer place.

At present, he continues to assist evacuate individuals from the shelled cities on the frontline to a spot to stay within the central and western components of Ukraine.

With staff moved to protected locations, Andrey determined to revive his firm’s operations to assist Ukraine’s economic system – his enterprise offers donations to the Ukrainian armed forces.

Additionally, they’ve established a charity basis to assist displaced households and volunteers.

Along with serving to out financially, Andrey and his colleagues spend their evenings at humanitarian support facilities unloading items.

Andrey says that this sort of bodily exercise works simply in addition to going to the fitness center.

Andrey KapeltsovPicture supply: Writer. Andrey’s portrait in peaceable occasions and pictures from present volunteer actions.

“What fascinates me is how the battle pressured us to rapidly set up advanced processes – it appeared unachievable in occasions of peace.

I nonetheless generally face difficulties discovering specific army gear, however my associates and new acquaintances at all times assist me out.

I had the pleasure of assembly so many nice individuals over the previous weeks.”

Andrey notes that his life earlier than the battle began appears very distant and blurred. He has a sense that battle lasts perpetually however has discovered a task that works for him and is able to stick with it.

When it’s throughout, Andrey plans to maintain creating his enterprise and actively take part in serving to Ukraine recuperate.

He hopes to spend a while dwelling by the ocean, the place the one sound could be that of the ocean waves. However first, Ukraine has to win.

Serving to Ukrainian SEOs Discover New Jobs

Olesia Korobka is an web optimization entrepreneur working a number of initiatives earlier than the battle began. She supplied steerage and consulting to companies and ran a few her personal initiatives sponsored by third events.

Sadly, she needed to cease working with most sponsors due to their nation of origin.

That left her with largely consulting. She will be able to now sustain with the duties, however for some time couldn’t work due to a sluggish web connection.

Olesia, her son, and her mom have been among the many 4 million Ukrainians who needed to flee their properties.

First, they moved to Poland after which to the Netherlands, the place she may get again to work, which she admitted was difficult.

“My mind was reluctant to deal with advanced technical duties.

After working in survival mode for some time, the primary time I seemed into coding, I spent a number of hours on a process that took me 5 to fifteen minutes earlier than, and I nonetheless wasn’t certain if I did it proper.”

On the identical time, engaged on her initiatives was one thing she wanted badly. It was the one factor that helped Olesia really feel she was doing okay and making a optimistic affect.

Olesia KorobkaPicture supply: Writer. A selfie constructed from the life ‘earlier than’ on the left, one other selfie made on a bus to Amsterdam (proper), and a photograph taken at a refugee heart.

What impressed her was the brand new venture she organized to assist the Ukrainian web optimization neighborhood. For the reason that battle began, many individuals have approached Olesia asking for assist discovering a brand new job. Many Ukrainian web optimization specialists misplaced their solely supply of earnings and felt determined.

That is how Olesia acquired the concept to create an inventory of Ukrainian SEOs that briefly describes their expertise and areas of experience.

She contacted Aleyda Solis with a request to share the itemizing on her Twitter and within the #SEOFOMO e-newsletter, and Aleyda kindly supported the initiative.

Then, Olesia began receiving messages from completely different corporations open to hiring Ukrainians, so she compiled an inventory of job openings.

As increasingly more specialists and companies joined the initiative, the spreadsheet grew to become messy. So, Olesia is at present engaged on creating a number of web sites focusing on employers in Australia, the USA, and specific European international locations.

As soon as the websites are up and working, the job-seeking and hiring course of ought to be a lot simpler.

Olesia desires of the battle coming to an finish in order that she will be able to return dwelling.

She misses her regular life and the individuals.

Olesia provides that many Ukrainians must take care of PTSD as soon as the battle is over and gained’t lead a standard life anytime quickly.

Nonetheless, she is decided to maintain her chin up and stick with it along with her initiatives. Olesia can also be grateful to everybody who’s supported her up to now weeks.

“Soooooo many individuals are serving to me. It was wonderful and type of even uncomfortable. I’ve by no means had that in my total life and by no means anticipated that.

I type of really feel a bit responsible, but in addition very grateful. Thanks all on your assist and enter.

I can’t at all times discover the correct phrases to thank everybody, however I’m tremendous grateful for every part.”

Saving Ukrainian 4-Legged Cuties

Anton Shulke is the Head of Influencer advertising at Duda.co and livestream manufacturing supervisor.

Since 2015, Anton has held stay occasions, webinars, and podcasts for main corporations within the web optimization business, comparable to Duda, Semrush, and Kalicube.

Duda – Anton’s newest office – will not be a Ukrainian firm and wasn’t straight affected (though the corporate had a couple of dozen staff in Ukraine).

Anton was supplied paid day off when the battle began, however he prefers to maintain working, so he’s nonetheless doing one webinar per week.

On prime of that, Anton joined the Ukrainian web optimization neighborhood to assist the affected individuals by attempting to rearrange lodging, discover job alternatives, or present direct monetary assist.

Anton was amazed by the response of the Ukrainian web optimization neighborhood. He at all times believed there have been many good individuals however didn’t count on to see such overwhelming assist for the much less lucky ones.

Anton added that he felt honored to be part of it.

He additionally began a small charity venture for amassing funds for cat and canine shelters, which you’ll be able to study and assist right here.

“I made a decision to assist small shelters as a result of I assumed they might be below the radar of huge charities, which have a tendency to assist kids, refugees, and the military.

I get messages from individuals who run the shelters, and so they appear to be stunned and very grateful for the assistance I present, which provides me motivation to proceed.

The laborious half is that whereas initially the response from individuals was very optimistic and giving, donations are drying up as time passes.

Nonetheless, I perceive that individuals get drained, and I can’t blame them.”

Anton ShulkePicture supply: Writer. Anton along with his cat and having his conventional morning espresso

Anton hopes to maintain his job at Duda, however he additionally considers placing extra effort into the charity initiative.

He’ll most likely maintain the cat and canine shelter venture, although the format could change.

One other factor he hopes to do is have a espresso with all the beautiful individuals who message him on Fb.

Day-after-day, Anton publishes a ‘Good Morning’ publish with a #coffeeshot on his Fb web page. In reply, many individuals say they’d like to have a espresso with him.

Defending Ukrainian Land In The Armed Forces

Eugene Lata is the CMO at Lemon.io and an skilled marketer who has spent the final seven years constructing advertising groups and creating development methods.

Up till January 2022, he was the CMO at SerpStat, an web optimization instrument firm based mostly in Odesa.

He had begun a brand new job on the Lemon.io market not lengthy earlier than the battle began.

Within the first days of the battle, Eugene determined to affix Odesa territorial protection forces, and at present, he’s a member of the 122nd brigade.

As a result of Eugene’s earlier expertise, he grew to become a managing paramedic officer within the materials provide squadron.

This implies he’s answerable for coaching different paramedics and forming particular evacuation and emergency brigades.

Such brigades consist of 1 paramedic and 4 assault troopers. They work on the frontline evacuating wounded troopers and civilians.

Fortunately, in the meanwhile, there isn’t a have to evacuate civilians within the areas the place Eugene is situated.

Along with coaching paramedics, he trains varied army models on NATO’s methodology of offering first support.

Eugene LataPicture supply: Writer. Eugene serving within the territorial protection forces and a photograph of him and his labrador canine earlier than the battle began

This isn’t the primary time Eugene determined to affix the military. Again in 2014, after coming again dwelling from the U.Okay., he spent six months within the Donbas area preventing the enemies with different volunteers who joined the Dnipro-1 battalion.

This was when he began serving to wounded individuals as a paramedic.

Eight years later, his earlier expertise allowed Eugene to show different officers to avoid wasting lives.

“What conjures up me is the progress the blokes whom I prepare display.

Those that joined simply three weeks in the past with no related expertise and no medical background at the moment are skilled properly sufficient to supply certified assist. These individuals are already evacuating individuals and saving many lives within the Mykolaiv and Odesa areas.

Seeing this offers me a way of accomplishment.”

Eugene confesses that he most well-liked his common job, dwelling below peaceable skies when his largest fear was a wasted advertising funds or the unfold of the coronavirus.

However till the battle is over, he can’t think about himself doing something apart from his present occupation.

When Ukraine wins, Eugene can’t wait to hug his household, now scattered across the nation.

His spouse and youthful sister volunteer in Odesa, getting the mandatory army ammunition for Eugene’s brigades.

He desires to go on a stroll along with his labrador canine.

Being an avid traveler, he’ll certainly tackle new adventures.

Very first thing, he’ll go to the Carpathian mountains. Eugene hopes for Ukraine to win earlier than the spring ends – then he’ll benefit from the spring greenery whereas watching the dawn.

He’ll even be working lots as a result of rebuilding a rustic takes many assets.

Lastly, he desires to grow to be a father – he and his spouse had deliberate to begin a household earlier than the battle broke out.

Combating A Cyberwar By way of web optimization Neighborhood Chat

Igor Shulezhko is the CEO & Founder at rankUP and co-owner of Shmeo.Hyperlink. He has been within the enterprise for over ten years as Head of web optimization for a number of main Ukrainian manufacturers.

Earlier than the battle began, he centered his efforts on constructing his web optimization company, rankUp.

His enterprise was doing fairly properly and boasted a diverse buyer profile that included startups and SaaS corporations, ecommerce initiatives, and information portals.

All these clients have been from Ukraine, which implies the company wasn’t impacted as a lot as different corporations with shut ties to Russia.

Nonetheless, the battle pressured many companies to place their advertising spending on maintain. Now Igor is attempting laborious to avoid wasting his company.

His workforce is at present scattered throughout Ukraine and works remotely.

Igor famous that he can really feel how anxious everybody on the workforce is true now.

“Consistently monitoring the information is extraordinarily exhausting. Moreover, air raid sirens maintain individuals awake at evening—usually there are two to 4 sirens per evening with transient interruptions.

All this makes it laborious to focus on your duties. It’s simpler to do web optimization when all you’ll want to deal with is the work.”

Igor ShulezhkoPicture supply: Writer. Igor on his approach to the border and having a meal at a refugee heart

One in all Igor’s initiatives is an web optimization neighborhood on Telegram, a particularly common messenger in Ukraine. At present, the neighborhood unites about 5,000 individuals.

Earlier than, it had extra members, however many Russians left as soon as the neighborhood began spreading war-related messages.

Igor regretfully notes that many Russians within the group vocally supported Putin and denied all battle crimes.

“When the battle began, we restricted commenting locally and restricted publication rights to admins solely,” he mentioned.

The thought was to make use of the neighborhood chat to ship crucial initiatives to its subscribers. They shared hyperlinks to verified charities and particulars on evacuation alternatives, posted lists of Russian websites whose operations they have been searching for to disrupt, and hyperlinks to communities that unfold false information in order that neighborhood members may block them.

Igor believes that he and his workforce are contributing to profitable the cyberwar towards Russia by doing all this.

Igor admits that he misses his peaceable life.

When the battle ends, the very first thing he’ll do is go to his mother, who lives within the Sumy area.

Fortunately, the city will not be on the frontline, however with Russian troops throughout, it suffers from a scarcity of provides. Evacuation is at present too harmful.

Telecommunications are nonetheless working, so Igor can nonetheless recurrently name his mom.

He desires of seeing her in individual and giving her an enormous hug.

Serving to Ukrainian Households In Want

Max Karmazin is the Digital Advertising and marketing specialist, Nation Supervisor (Germany) at SE Rating. He returned to Ukraine in November 2021 after dwelling in Switzerland for seven years.

Max was engaged on his Grasp’s diploma in Sociology and Media Research, working completely different jobs, and touring.

As an expat, he at all times felt he had restricted working hours, earnings, job, and social standing alternatives.

Feeling indifferent, he couldn’t utterly embrace the brand new mentality and social guidelines.

Thus, he determined to return to Kyiv, and three months later, the battle began.

The primary days after the invasion have been powerful. Max couldn’t proceed working as a result of he was continually distracted by the information.

When he left Kyiv on the third day of the battle to get farther from the hazard, he felt saving one’s life and leaving countrymen to fend for themselves wasn’t in accordance along with his values.

Doing his common job additionally felt unsuitable at the moment.

Max determined he would be a part of the military and combat the enemy again or begin volunteering.

This led him to affix the territorial protection forces, volunteer army models that defend metropolis residents.

He spent a couple of week guarding one of many few open fuel stations, controlling incoming visitors, and holding order.

Max KarmazinPicture supply: Writer. Max (left) along with his comrade, a 65-year-old veteran of the battle in Donbas.

“I had this need to show myself that I had the heart to affix the military and probably sacrifice my life for the nation I like (and needed to get again to). I suppose many males really feel the identical approach on the time of battle.”

Then the unit was rotated and Max joined considered one of his comrades who was evacuating his household to western Ukraine and Poland a couple of days later.

Max’s new acquaintance had misplaced his job a couple of months earlier than and the household ran out of cash per week into the battle.

So, Max determined to assist them at the very least financially.

Max was fortunate to have good and caring associates from Switzerland and Germany who have been keen to assist.

They determined that the best choice could be to ship cash on to Max’s account in order that he may present assist to individuals in dire want whom he knew personally.

“Thus far, we’ve helped six households in want, a complete of 15 individuals, and the military. It won’t be a lot, however it’s high quality assist that gives a adequate amount of cash for a month or two.”

At present, Max is along with his household. He believes that crucial factor he can do proper now could be assist them. He continues working for SE Rating from his dwelling workplace.

Max will proceed working for SE Rating, and would like to see all people again on the workplace after his colleagues return dwelling when the battle ends.

He hopes the battle ends earlier than summertime to begin new hobbies: canoeing and rowing.

He desires of rediscovering Ukraine and its lovely rivers along with his associates on tenting and canoeing journeys.

Max additionally plans to begin voice actor coaching as a result of he likes listening to audiobooks and has an appropriate voice. He had deliberate to begin coaching on the sixth of March.

Max confesses that he misses small issues from his life earlier than, comparable to going to the films with associates, having a coriander omelet for breakfast, exercising on the fitness center, and having an extended sizzling bathe.

Whereas the longer term stays unclear, he believes he’ll be capable to fulfill his desires, from shopping for a automotive and happening a highway journey along with his associates to beginning a household.

And he believes that every one his desires can come true right here, in Ukraine.

Constructing A Robust Neighborhood Of Advertising and marketing Heroes For Mutual Help

Yurii Lazaruk, is the founding father of a number of well-known Ukrainian web optimization communities, comparable to web optimization Membership UA, SalesHero, CPC Actual Discuss, and Advertising and marketing Membership UA, and a neighborhood improvement skilled.

Earlier than the battle began, he used his communities for connecting Ukrainian specialists. Yurii helped them share experiences and get notable profession development.

Yurii LazarukPicture supply: Writer. Yurii carrying a sweatshirt along with his model’s brand.

After the primary day of the battle, Yurii set all his earlier initiatives apart. He determined to unite all the energetic members of his quite a few communities into one group known as Ukrainian Hero Assist.

The objective of the brand new neighborhood was to deliver collectively Ukrainian web optimization individuals to assist one another, share important info, and assist the military and the complete nation.

Yurii himself wanted help discovering a job to assist his household.

And he discovered one due to David Spinks, a co-founder of CMX, the world’s largest community for neighborhood professionals.

Yurii now works as a part-time advisor, offering steerage on neighborhood improvement to Domesticate, an AI-powered teaching platform.

Yurii appreciates the chance to make use of his expertise to make U.S. communities thrive.

However since it isn’t a full-time job, he’s nonetheless searching for extra alternatives.

Yurii can also be attempting to assist his fellow neighborhood members by amassing requests from web optimization, PPC, advertising, and gross sales specialists, and discovering them jobs with the assistance of worldwide specialists communities and nice individuals inside them.

So, if by any likelihood you’re at present searching for a digital advertising specialist and are prepared to assist Ukrainians, you possibly can contact Yurii, who will fortunately share contacts with you.

All Yurii desires of is for the battle to be over.

He aspires to create an much more highly effective digital neighborhood in Ukraine, discover extra worldwide shoppers to work with, make some huge cash, and rebuild the nation!

How You Can Assist Colleagues In Ukraine

Search Engine Journal has shared a group of causes in web optimization Neighborhood Help For Ukraine & How You Can Assist.

The SE Rating workforce has a useful resource on how one can assist Ukrainians right here, as properly, that we’ll be holding up to date.


Picture supply: Created by creator, 2022.



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