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SAScon 2014 You are what google says you are - Nick Garner
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You are what Google says you are Nick Garner. CEO, 90 Digital Jackie Hole - Correspondent State of Digital See this at 90digital.com/blog
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Transcript of SAScon 2014 You are what google says you are - Nick Garner
You are what Google says you areNick Garner. CEO, 90 Digital
Jackie Hole - Correspondent State of Digital
See this at 90digital.com/blog
An equation for online reputation
Right/Wrong: Content | Time | Source | Influence=
Reputation
Trust
Trust across mediaBelow is the Edelman ‘trust barometer’. In the developed world, social media is about half as trusted as Search results. And search results are nearly as trusted as traditional media. Search gives you information you trust, when you ask for it.
Search + Trust
Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
73% of users think search engine results are very / reasonably trustworthy
Search + Trust
Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
66% of users think search engines are fair and unbiased
What do a Spanish Lawyer & a One Direction Fan have
in common?
Reputation is a big deal! Google EU & Right to be forgotten...
What IS The ‘Right To Be Forgotten’?
The ‘Right To Be Forgotten’ is a European ruling that allows EU citizens to have links removed from search results that they find ‘objectionable’.
“...Google must delete "inadequate, irrelevant or no longer relevant" data from its results when a member of the public requests it.…”
Where It All BeganMario Costeja González
[ smug mode enabled ]
The ‘Contentious’ Content Mario Costeja González
A Great Day for the Internet?
#FuckUpsBegone™
Why is this a good thing?● A step in the right direction for Data
Protection● You can erase or at least hide youthful
(and other) mistakes● Data obtained without you being told
about it from a real person ● Other people’s photographs● Leaked Footage – Data Protection Act (UK)
Q: Why are ‘Drunken Pirate’ Pictures a bad idea for personal profiles?
A: Because they Arrrrrrrrrrrrrrrrrrrrr
Why is this a bad thing?● What ‘should’ people have the right to
know?● Who decides what does and doesnt have
the ‘Right to be forgotten’? ● Will Requests show up on background
checks?● Online Reputation Management Abuse● Re-writing of history - we have a right to
remember#censorship
Is it a waste of time?● How is it even manageable?● We are used to sharing our lives anyway
so who actually cares?
Lets look at a train wreck for lolz
#protestFAIL
The Circle of Internet Life
Money + Happy users = $$$ for Google
Google More Adwords + happy users = more $$$$$$$$
50 shades of blue = $200,000,000
Google's commitment to data-driven decisions
is well reported, and the company has been
ridiculed for the "50 shades of blue" episode,
when then Google executive Marissa Meyer led
a project testing the impact of using different
coloured links in ads.
But a new insight proves that the company
significantly benefitted from the experiment, to
the tune of $200m.
Examples
Money
Reputation / Indirect money
The only organic results competing with Adwords...
‘Galaxy note 3’
Reputation / Indirect money
Question
Out of 100 clicks on Google, what is the ratio of paid to organic clicks?
By the way...PPC only accounts for about 7% of clicks. The other 93% of clicks go to natural search.
http://www.smartinsights.com/search-engine-optimisation-seo/seo-analytics/comparison-of-google-clickthrough-rates-by-position/
Search Behaviour
In the UK 90% of us use:
We as Google questions
Consideration is asking questions. As a brand or individual, answer those questions.
Why should I buy your [product/service] ?Why should I employ you? Why should I do business with you? ?
Keywords are mostly questions, or implied questions.BRAND AWARENESS
phones long battery lifesmartphone reviews
iphone battery lifegalaxy note 4 battery lifephones removable batteries
galaxy 4 pricesgalaxy 4 spare battery
Cart
ZMOT (Online reputation) We now use Google to ask buyer questions: ● reviews● analysis● trusted opinions● detail
The results were very interestingGoogle found searching online for ‘shopper information’ was as popular as asking friends and family for buying advice.
Google group these information sources as ‘Zero Moment Of Truth’
(odd name I know)
Users touch lots of information sources when in ‘consideration’On average users look at 10.4 sources of information, mostly online before buying. And the percentage of people influenced by ZMOT by sector ranges from 61% (Grocery) to 99% (Travel)
Category: Sector Sources: No. of different sources of info i.e. Amazon, a blog and so on% ZMOT: People mainly using online sources
ZMOT influence heatmaps
Your No1 consideration phrase...
BRAND
Brand is…The ‘identifier’ others associate you with when thinking or looking for you...
Me ! My Agency!
306% CTR on Brand SERPS using Google WMT data If you think of a brand query as a ‘consideration question’, then the CTR rates make sense because people jump around looking at results to help them answer those questions.
http://moz.com/ugc/click-through-rates-in-google-serps-for-different-types-of-queries
Lets look at a train wreck for lolz
Face cream, because I’m worth it!
Creme De La Mer | £1300 / 500ml | Nivea Creme £7.22 / 500ml
500ml Evian
Suspect reviews by the way...
Brand Phrases = Biggest traffic to their sites
Nivea Performed Best
“Nivea has performed best”
Creme de la Mer
Nivea Creme
Searches/M : Nivea Creme 14,800 | Creme de la Mer 27,100
Throw money at it! (the problem will go away) Cremedelamer.co.uk - 65.36% Organic 34.64%
Nivea - Ads 8.51% Organic 91.49%
Phrase mentions over time
Fix a problem
Shoes
Nike Sweatshops
;-)
Creme de la mer - a fix
Recipe To rank top 5 for KW ‘creme de la mer’, I will need: ● A placement on a domain with a trust flow of at least 50 ● 20 referring domains spread over 2 months
o 10 @ TF 20 - 29o 5 @ TF 30 - 39 o 3 @ TF 30 - 39o 2 @ TF 40 +
Says nice things, but not strong enough domain
Total Beauty - great domain, onsite needs changing, too US focused
Harpers Bazaar - UK centered, high TF / CF The subdomain has good TF and ranks well in the UK. They have already done some work with Creme de la mer, so I would organise a ‘user test’ with a selected panel of women and get some strong ‘social proof’ this stuff works and then make sure the onsite SEO works and then get my 20 referring domains and rank this!
Conclusion (see the presentation on 90digital.com/blog) ● Users trust Google, thats why ‘right to be
forgotten’ is so important.● Doing well on Google is extending into
‘consideration phrases’● Brands can lift their ‘online story’ to improve
conversions● Or if there is a ‘train wreck’, they can reduce the
negative impact of the results● Reputation is SEO & PR tied together● As SEO gets tougher and tougher, reputation wil
progressively be more attractive to brands
Thanks!
The ‘Right To Be Forgotten’
Jackie Hole, MD, 22M
