2014. The year of Online Reputation

Nick Garner
CEO 90 Digital
An equation for online reputation

Right/Wrong: Content | Time | Place | Source
=

Reputation
Trust across media
Below is the Edelman ‘trust barometer’. In the developed world, social media is about
half as trusted a...
Search + Trust
73% of users think search engine results are very / reasonably trustworthy

Source: Pew Internet | http://p...
Search + Trust
66% of users think search engines are fair and unbiased

Source: Pew Internet | http://pewinternet.org/~/me...
In the UK 90% of use:
Ecosystems
Think of Google on an ecosystem level and things makes sense.
Money
Biggest middle man on the internet

£££
Hands up if you are a Google user?
Every one of you is worth...

£25.02
… to Google
Google Q2 ARPU (Average Revenue Per User)
Facebook’s ARPU is 16% of Google’s
Google earnings over time
By the way...
PPC only accounts for about 7% of clicks. The other 93% of clicks go to natural search.

http://www.smartins...
Fear / Uncertainty / Doubt
“If we understand the mechanism
and motives of the group mind, it is
now possible to control an...
Webmaster tools messages

Records Stop 01 / 2013
Manual action by month
template

10 / 2007

Records Stop 09 / 2012
Reconsideration requests by week

The chart is missing...
Disavow
Give Penguin the ‘human’ interpretation of spam...
Penguin: Nuke any ‘gaming’ of links.
Of that link spam, the following represent the culprits:
●

Forum spam: This includes...
Money

Reputation
The only organic result competing with Adwords...
‘Galaxy note 3’
Upshot: Google is killing aggressive, easy, offsite SEO
If you can’t beat them, join them

Enter... Google’s ZMOT.
ZMOT (Online reputation)
We now use Google to ask
buyer questions:
●
●
●
●

reviews
analysis
trusted opinions
detail
So do people ask ‘consideration’ questions on Google?
Google wanted the answer, so they commissioned Shopper Science to in...
The results were very interesting
Google found searching online for ‘shopper information’ was as popular as asking friends...
Users touch lots of information sources when in ‘consideration’
On average users look at 10.4 sources of information, most...
ZMOT influence heatmaps
Keywords are mostly questions, or implied questions.
BRAND AWARENESS
phones long battery life
smartphone reviews

iphone b...
Now what?
Consideration is asking questions.
As a brand, answer those questions.

Why should I buy your
[product/service] ...
Your No1 consideration phrase...

BRAND
306% CTR on Brand SERPS using Google WMT data
If you think of a brand query as a ‘consideration question’, then the CTR ra...
Creme de la Mer
Nivea Creme
Searches/M : Nivea Creme 14,800 | Creme de la Mer 27,100
Phrase mentions over time
Recap
Positively Influence
consideration and you will:
●
●
●

sell stuff
build reputation
improve WOM
Download the Free Content Marketing eBook:

Rethink Your Content Marketing

With more than 200 pages and chapters from ove...
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Linkdex 2014 the year of online reputation

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My personal reflections on where search is going and how money is driving Google to clean up link spamming and so make natural search results less laden with commercial results, making adwords more attractive to users and thus Google makes more Bank.

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Linkdex 2014 the year of online reputation

  1. 1. 2014. The year of Online Reputation Nick Garner CEO 90 Digital
  2. 2. An equation for online reputation Right/Wrong: Content | Time | Place | Source = Reputation
  3. 3. 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.
  4. 4. Search + Trust 73% of users think search engine results are very / reasonably trustworthy Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
  5. 5. Search + Trust 66% of users think search engines are fair and unbiased Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
  6. 6. In the UK 90% of use:
  7. 7. Ecosystems Think of Google on an ecosystem level and things makes sense.
  8. 8. Money
  9. 9. Biggest middle man on the internet £££
  10. 10. Hands up if you are a Google user?
  11. 11. Every one of you is worth... £25.02 … to Google
  12. 12. Google Q2 ARPU (Average Revenue Per User) Facebook’s ARPU is 16% of Google’s
  13. 13. Google earnings over time
  14. 14. 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/
  15. 15. Fear / Uncertainty / Doubt “If we understand the mechanism and motives of the group mind, it is now possible to control and regiment the masses according to our will without them knowing it.” Edward Bernays. Founder of modern PR
  16. 16. Webmaster tools messages Records Stop 01 / 2013
  17. 17. Manual action by month template 10 / 2007 Records Stop 09 / 2012
  18. 18. Reconsideration requests by week The chart is missing...
  19. 19. Disavow Give Penguin the ‘human’ interpretation of spam...
  20. 20. Penguin: Nuke any ‘gaming’ of links. Of that link spam, the following represent the culprits: ● Forum spam: This includes comments in forums with exact match anchor text links. ● Forum bio spam: Biographies of forum users containing exact match anchor text links. ● "Do follow" blogs: Blogs that don't add nofollow to the links posted. "Let's face it," Gabe said. "Being listed on dofollow resource sites can absolutely send Google a signal that you are trying to game links." ● Blogroll spam: Watch for blogroll links gone wrong. "Some may be fine," Gabe said. "If you are unsure which ones are bad versus good, ask for help from a seasoned SEO." ● Spammy directories: If you've used spammy directories in the past, and still have links out there, Gabe said "nuke them, have them nofollowed, or disavow them." ● Blog comment signature spam: Google seems to be targeting these links even when they're not followed. Source: http://searchenginewatch.com/article/2299665/Google-Penguin-2.1-Who-Got-Hit/
  21. 21. Money Reputation
  22. 22. The only organic result competing with Adwords... ‘Galaxy note 3’
  23. 23. Upshot: Google is killing aggressive, easy, offsite SEO
  24. 24. If you can’t beat them, join them Enter... Google’s ZMOT.
  25. 25. ZMOT (Online reputation) We now use Google to ask buyer questions: ● ● ● ● reviews analysis trusted opinions detail
  26. 26. 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
  27. 27. 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 these information sources as ‘Zero Moment Of Truth’ (odd name I know)
  28. 28. 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
  29. 29. ZMOT influence heatmaps
  30. 30. 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
  31. 31. Now what? Consideration is asking questions. As a brand, answer those questions. Why should I buy your [product/service] ? ?
  32. 32. Your No1 consideration phrase... BRAND
  33. 33. 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
  34. 34. Creme de la Mer
  35. 35. Nivea Creme
  36. 36. Searches/M : Nivea Creme 14,800 | Creme de la Mer 27,100
  37. 37. Phrase mentions over time
  38. 38. Recap Positively Influence consideration and you will: ● ● ● sell stuff build reputation improve WOM
  39. 39. Download the Free Content Marketing eBook: Rethink Your Content Marketing With more than 200 pages and chapters from over 30 contributors, this must-have eBook explains how content marketing is changing the PR, Search and Social Landscape. http://90digital.com

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