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Sergey Andrianov
Works at ASMART Solutions Inc.
Attended Seneca College
Lives in Milton, Ontario
2,927 followers|531,090 views


Sergey Andrianov

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My Friday is Good now. Lots of surprise facts! Apparently, some of the things in SEO I took for granted are nothing but myths.

Thanks +Rand Fishkin
Changes to SEO That Never Materialized Many folks in our space have talked about Google "evolving" in certain ways that simply have never happened (or are so subtle as to be, so far, impossible to prove). This Whiteboard Friday dives into six specific cases.
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+Sergey Andrianov thanks for surfacing this, I need to watch Rand  more religiously, pun intended +Mark Traphagen lol 
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I love seeing a new trend emerge where we talk less about Social Media's impact on rankings and more about it affecting our connectivity.

Here is +Eric Enge's conclusion in his blog post analyzing what we know about impact of Twitter, Facebook and Google+ on rankings:

The reasons for being engaged in a big way in social media are many and varied. The indirect impact of social media on SEO is indisputable. It also should play a big role in building your reputation and visibility online. Don't use SEO as your reason for engaging in active social media efforts. There are SO many other reasons to be engaging in it!
Short Summary of Social Media and SEO

Here is the short story (as I see it) on Social Media and SEO.  Basically, the impact of G+ on personalized results is indisputable, but the idea that links shared in social media posts will drive rankings of the content it links to in a direct way does not wash.

Are there other more complex interactions that may drive SEO?  It could well be, but there is no way to really know.  Read the post for a slightly longer version than this post!
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+Eric Enge, I just condition my mind to forget the indirect impact altogether :-) 
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Haha! It's good to delegate social media tasks ;)
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#coffeinehigh № Q0

Sun-tzu said:
War is
A grave affair of state;
It is a place
Of life and death,
A road
To survival and extinction,
A matter
To be pondered carefully.

For centuries, The Art of War provided leaders around the world with advice in the battlefield. The range of applications for this advice has no boundaries - from actual war to politics, to marketing, to competition in business.

Although the entire book is devoted to acts of Grave Affair, Sun-tzu gives us the warning in the very first paragraph of the book: 
[because] War is a grave affair…, [it is] a matter to be pondered carefully.

Contemporary book commentators did not understand the meaning of this sensible advice. Their imagination was stuck on the battlefield.

Only Li Quan -- an author of various works on warfare in 8th century -- provides  an eye-opening clarification: War is an instrument of ill omen. It brings life and death, survival and extinction. A grave endeavor indeed, an one that men, alas, undertake too lightly.

To comprehend Sun-tzu’s advice beyond the limitations of war affairs, we must also look at the works by other contemporary writers.

Sun Bin -- an alleged descendant of Sun Tzu who served as a military strategist in the Qi state during the Warring States period -- made a similar point in his “Art of War”. ( ) Chapter 2:

war must be pondered carefully. The man who takes pleasure in war will perish. He who benefits from victory incurs dishonor. War is not a thing to be enjoyed. Victory is not something to benefit from 

Laozi -- The "Old Master", a record-keeper at the Zhou dynasty court, by whose name the 6th to 4th century B.C. text is known in China -- provides another sensible explanation in his book "The Way and Its Power". ( ) Chapter 31:

War and its weapons are instruments of misfortune. One who has the Way does not deal with them. They are not the instruments proper to the true gentleman, who uses them only as a last resort, esteeming instead peace and tranquillity. He sees no beauty in victory. To see beauty in victory is to rejoice in the killing of others.

Today, we can apply Sun-tzu's advice within the boundaries of the competition battlefield and attempt to outmaneuver our competitors. OR we can think freely, avoid battling our competitors and explore uncharted business opportunities.


Competition is the modern warfare. Marketing books and lately -- gurus and their blog posts -- teach us to estimate our competitiveness by looking at weaknesses and strengths, opportunities and threats. We are literally conditioned to stay within the template, to battle others, to calculate chances, to struggle. 

There are no winners in this war. All short-term gains are annulled in the long run by:

SHORT-SIGHTED SELF-SERVEDNESS. Competition makes businessmen focus entirely and solely on destroying their enemies. Improved products and services are merely a side-effect of trying to stay ahead of their competition. But aren’t businesses supposed to serve their customers?

THE DEBT OF PROMISE. In this war, marketers are forced to excel at the art of cunning. They know exactly what their clients need and design their marketing messages around those needs. But what good is that when their hands are tied up in never ending competitive battles? They can promise but can’t deliver. This debt of promise grows until it spirals out of control. The business flops, leaving their loyal customers scattered in search of another provider.

ONLY ONE SURVIVOR. The economies of scale is not a joke. The bigger the company, the cheaper it is for them to play the game, the more they can achieve. In other words, by destroying one enemy after another, the "chosen" one grows to become a monopoly in their industry. There is not much of a benefit for consumers in having to deal with a monopoly.

We should not be naive. It is entirely possible to be immensely successful by fixating one’s attention at beating the competition. 

John D. Rockefeller
John D. Rockefeller built his empire by purposefully driving his competitors out of business. His methods were cruel but did not lack vision. Indeed, revolutionized the petroleum industry, and ... defined the structure of modern philanthropy. ( ). His name will surely stay in history for centuries to come. The question is, can people forgive their cruelty and look at their true achievements forgivingly? Or perhaps they were misunderstood?


Human beings are designed to compete. We are born to fight, to take on challenges and seek for advantageous dispositions. The need to destroy is within us. But this same need can benefit us all greatly if we compete to beat the problem, not competition. Cede short-term advantages to your cruel competitors but build your long-term success on these pillars:

FIND AND SOLVE THE PROBLEM. Market is filled with opportunities. Moreover, every opportunity that has been exploited creates even more opportunities because challenges that have been undertaken make us all raise and stand against new problems. Any complex challenge you face likely applies to many others. Seize the opportunity and be the first one to solve a problem.

CREATE YOUR OWN MARKET. When you discover a problem, your true audience is yet to be assembled. It is there, but it’s scattered. Your true audience is formed as your unique product matures. It takes time.

You might be pressured to grow faster, but don’t fall victim to this short-lived desire. Don’t try to capture someone else’s market share. Their customers are not yours truly. Investing heavily into captivating their attention is not in your best interests. Engaging with those who already need your product is.

DELIVER. Serve your true clients and their needs. You will have to start as a niche player. Don’t aim to capture the market share, aim to capture a share of your clients’ love. Rather than fixating your attention at what your competitors are doing, focus on beating that one problem.

Do not bind your actions to deeds of your competitors. Acting in your customers’ best interests is what serves your long-term interests best. It is not your supposedly better marketing message that drives your sales, it is demand for your unique solution that drives both your sales and your marketing message.

In 1995, Larry Page and Sergey Brin began their journey with the goal to develop the enabling technologies for a single, integrated and universal digital library ( ). As their vision grew larger, the goal transformed to fit the scope. They set off to organize the world’s information and make it universally accessible and useful ( ). It pays to understand that Google’s immense success resulted from comprehension and problem solving, not desire to destroy competition. They weren’t aiming to capture search market share, they built their loyal user base by serving much improved search results.

In 2007 Apple announced a radical change that didn’t seem big at the time. Apple Computers, Inc. became Apple, Inc. because computers were no longer the main focus of the company, which had shifted its emphasis to mobile electronic devices ( ). 

At that point, the world was ready to go mobile, the technology was there, but the tech giants weren’t ready to serve these needs (probably too tied up in feudal wars). Apple realized the problem and took the challenge. They didn't advertise -- and if they did they would not appeal to -- Blackberry crowd. Instead, they chose to create their own market and engage with customers directly, without intermediaries. 

Their strategy was immensely successful. By 2012 Apple grew to surpass Exxon Mobil as the world’s most valuable company ( ). By 2013 they surpassed Coca-Cola as the world’s most valuable brand ( ). They didn’t look back at what Blackberry was doing. They looked forward to transforming our lifestyles.

Coca-Cola was born out of John Pemberton’s search of cure for pain, drug addiction and alcoholism that were public’s (and his) main concern at that time ( ). Today, Coca-Cola is still the best consumer brand only surpassed by Apple just a year ago. They didn’t look to their sides to create a “different” product and capture a market share in soft drinks. They looked forward to beating pain and addiction to harmful products.


Perhaps today’s marketing focuses too much on understanding competition. We use complex metrics and analyses to estimate our position on the market, to find demand and adjust supply, to come up with creative ads and optimize conversions. We strive to rank #1 in search and outpace others in organic reach in social media. We come up with tricks and devour tips. 

Way too often marketers strive to find the right message to sell the wrong product.

I am not saying we should focus entirely on creating wonderful products no one really needs. I am saying that SWOT analysis and the like should serve the purpose of finding existing unsolved problems that we are in a position to address better and faster than others.

A few years ago, we chose to compete to beat problems, not competition ( - thought #8 ). What’s your choice?

The storyline is inspired by Sun-tzu, The Art of War ( )

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Thanks +Steve Bonin, I appreciate it!
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Sergey Andrianov

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To live and be happy you only need 2 things: 1) to live 2) to be happy.
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Sergey Andrianov

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Measure true following using Views Count on Image Posts
On the image you see the only Views metric that matters. Find a few of your typical image posts that Haven't been re-shared. Open the image. You will see the number of views. You now know how many people really follow you.

All else is useless. I am very disappointed with the Profile Views metric after making my own analysis. It is useless in estimating the power of one's connections and engagement. The easiest way to manipulate it is to share more often. Be cautious though, as you share more often, people will remove your from their circles because your posts become less relevant and interesting.
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+Sergey Andrianov :) it's been a fun ride
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Have him in circles
2,927 people
Rebranded. What do you think?
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+Diana Studer you're very knowledgeable about "green". Thanks for the info about plastic. Bees are my favourite from the animal kingdom (humans are least favourite). 

Yeah, the FB comments did hurt but I actually got to appreciate them more now than at that time. They were vindictive for our chief designer because he didn't like that first idea we (I) had :-)
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Social media appears revolutionary in light of exponential growth in activity and investments made in social technology. 

It is paradoxical though that with so much information surrounding the topic, only a small number of leading businesses realized the true value of social media. Most attention is fixated on marketing aspect of this change even though it isn't the most important of all.

Our web design team spends lots of resources making clients' websites airy. This isn't an easy task considering how much content clients want to place on their virtual estate. No matter what we do, we have to prioritize content and audiences. Mobile space is even more limited.

Since early days in my career, I hated office work but realize I actually love it when working from home. Only now I get to understand it wasn't about the (in)conveniences as much as it was about limited space. I love my personal space.

Stores (off- and on-line) struggle to make their premises feel spacious and uncluttered. Each product and promotion battles for customers' attention, but space is, again, limited.

This is the most important part of the change that #socialmedi  is bringing. Social Media makes the world bigger yet people and businesses become more connected and feel closer to each other than ever before

Enjoy your read!
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+Beth Browning Thank you!

Even though I see bright future for those who embrace social media, I am very skeptical about small businesses adapting it in the nearest future. Well, why not be skeptical? around 40% of businesses don't have a website. But I don't really feel sorry for them. They usually have more business than they can handle!
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Sergey Andrianov

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I have to disagree with +Steve Bonin that website stuff is complicated. That is if you read his blog, you will see these complicated matters in elegant simplicity:

- when do you need an Purpose-Driven/Experience website (optimized for use on specific type of device) vs Responsive/Adaptive
- what type of website you need marketing/brochure or something in between
- why you need social media
- why you'd ideally want to trust more complicated scenarios of website design/development to a team, rather than one individual
- why personalization and authenticity are so important lately.

Great job +Steve Bonin!
Web Design and Development For Website Owners

I chose to send this post out using the email facility in Google+ as a test against my normal MailChimp email list.  I do not plan to do this very often so don't worry about getting 100's of emails from me, I just don't have the time.

I started out writing a pretty dry post but as it progressed it got deeper.  The post meanders from the technical to the philosophical, as is often my bent.  I directed my writing to website owners so there is just enough technical stuff to give site owners the basic concepts so they are able to ask the right questions and understand the inherent difficulties rendering a website on the internet.

There is a bit of philosophy, mixed in with psychology and marketing, so readers (you) can grasp where the web is going and decide what level of marketing you may require for your business...if any.

Lastly I explore the interconnections between websites, marketing, social media and the transparency being created by a semantic web and thus, the need for authenticity.

Enjoy, comment and share.

#webdesign   #webdevelopment   #b  
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+Steve Bonin I only share what I really love :-)
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Sergey Andrianov

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Social media disaster :-)
Stephan Hovnanian's profile photoSergey Andrianov's profile photoCalin Sandici's profile photoRyan Henry's profile photo
lol +Calin Sandici! Procrastinating procrastination is a possible solution to many of today's problems.
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Have him in circles
2,927 people
ASMART Solutions Inc.
  • ASMART Solutions Inc.
    President, 2007 - present
  • Independent Salesforce Consultant
    Consultant, 2006 - 2009
  • Rise Vision Inc.
    IT Specialist, 2005 - 2006
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Milton, Ontario
Liepaya, Latvia - Klaipeda, Lithuania - Montreal, Canada - Toronto, Canada
Compete to beat a problem, not competition.
Let's Connect

I am on G+ to expand my network of great and knowledgeable people. I find topics on web design, search engine optimization (SEO), and social media fascinating. I also find great interest in discussing topics about environment, psychology, philosophy, business, health and finance.

My independent career began with consulting. Soon it became apparent I was passionate about internet marketing. ASMART was born. 

On the personal side of things, I am adventurous, outgoing, lively and nature-loving. I like meeting new people but also enjoy my solitude at times. I find value in many religions and philosophies of the world. I believe in diversity and the need to understand one another.

I like various sports. Of them, I especially love muay thai for simplicity and power, downhill skiing for speed and control, mountain biking for risk and challenge.I 
Bragging rights
I try to remain an artist while also growing up.
  • Seneca College
    Business Administration, 2002 - 2004
  • Lithuania Christian College
    Business Administration, 2000 - 2002
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Other names
Serge Andrianov, Сергей Андрианов