Linkdex think tank conference where Nick Garner talks about Google and online influence and how the consideration journey is heavily affected by what user see on Google

1. Google & Online Influence
Nick Garner
CEO 90 Digital

2. What is influence?
“A power affecting a
person, thing, or course of
events, especially one that
operates without any
direct or apparent effort”

3. An equation for online influence
Right content
+
Right time
+
Right place
=
Trust & Influence

4. What if you could steer influence easily?

5. Where is influence you can steer?

6. It’s said social is influential because we spend a lot of time there

7. But people don't usually buy directly through social.

8. And the Quarterly ARPU proves this
ARPU Q2 2013

9. Imagine where people ‘tell’ you they want influencing?

11. Trust across media
Below 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.

12. Search + trust
Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf

13. So do people ask ‘consideration’ questions on Google?
Google wanted the answer, so they commissioned Shopper Science to investigate and
make sense of online ‘consideration’ behaviour. 5,000 panellists were used. (that is
5,000 people below)
5,000

14. Trust in search has affected buyer behaviour: ZMOT
We now use Google to ask
buyer questions:
●
●
●
●
reviews
analysis
trusted opinions
detail

15. The results were very interesting
Google found searching online for ‘shopper information’ was as popular as asking friends
and family for buying advice. Google group the information sources below as ‘Zero moment
of truth’ : ZMOT (odd name I know)

16. 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

17. ZMOT influence heatmaps

18. Google kicks ass on monetization...PPC click share must be HUGE?!
ARPU Q2 2013

19. Not so...
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/

20. Keywords are mostly questions or implied questions.
BRAND AWARENESS
phones long battery life
smartphone reviews
iphone battery life
galaxy note 4 battery life
phones removable batteries
galaxy 4 prices
galaxy 4 spare battery
Cart

21. Now what?
Consideration is asking questions. Therefore
ask those consideration questions people will
ask of you.
Why should I buy your
[product/service] ?
?

22. Your No1 consideration phrase...
BRAND

23. 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

24. Come up with answers around your brand phrases
Customer reviews
Credible answers

25. Rank ‘answers’ on brand

26. Come up with answers on other consideration phrases
Customer reviews
Expert opinions

27. Rank on consideration phrases

28. Recap
Positively Influence
consideration and you will:
●
●
●
sell stuff
build reputation
improve WOM

29. Download the PPT
&
Ebook now on:
http://90digital.com/blog