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

Linkplanner data for creme de la mer

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

Nick.Garner@90digital.com

Thanks!

Nick.Garner@90digital.com

Thanks!

The ‘Right To Be Forgotten’

Jackie Hole, MD, 22M