You are what Google says you are
Nick Garner. CEO, 90 Digital
Jackie Hole - Correspondent State of Digital
See this at 90d...
An equation for online reputation
Right/Wrong: Content | Time | Source | Influence
=
Reputation
Trust
Trust across media
Below is the Edelman ‘trust barometer’. In the developed world, social media is about
half as trusted a...
Search + Trust
Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
73%...
Search + Trust
Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
66%...
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 link...
Where It All Began
Mario 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
(a...
Why is this a bad thing?
● What ‘should’ people have the right to
know?
● Who decides what does and doesnt have
the ‘Right...
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
r...
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.smartinsi...
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 b...
Keywords are mostly questions, or implied questions.
BRAND AWARENESS
phones long battery life
smartphone reviews
iphone ba...
ZMOT (Online reputation)
We now use Google to
ask buyer questions:
● reviews
● analysis
● trusted opinions
● detail
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, mostl...
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 ra...
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
● 2...
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...
Conclusion (see the presentation on 90digital.com/blog)
● Users trust Google, thats why ‘right to be
forgotten’ is so impo...
Nick.Garner@90digital.com
Thanks!
The ‘Right To Be Forgotten’
Jackie Hole, MD, 22M
SAScon 2014  You are what google says you are - Nick Garner
SAScon 2014  You are what google says you are - Nick Garner
SAScon 2014  You are what google says you are - Nick Garner
SAScon 2014  You are what google says you are - Nick Garner
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  • SAScon 2014 You are what google says you are - Nick Garner

    1. 1. You are what Google says you are Nick Garner. CEO, 90 Digital Jackie Hole - Correspondent State of Digital See this at 90digital.com/blog
    2. 2. An equation for online reputation Right/Wrong: Content | Time | Source | Influence = Reputation
    3. 3. Trust
    4. 4. 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.
    5. 5. 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
    6. 6. 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
    7. 7. What do a Spanish Lawyer & a One Direction Fan have in common?
    8. 8. Reputation is a big deal! Google EU & Right to be forgotten...
    9. 9. 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.…”
    10. 10. Where It All Began Mario Costeja González [ smug mode enabled ]
    11. 11. The ‘Contentious’ Content Mario Costeja González
    12. 12. A Great Day for the Internet? #FuckUpsBegone™
    13. 13. 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
    14. 14. 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
    15. 15. Is it a waste of time? ● How is it even manageable? ● We are used to sharing our lives anyway so who actually cares?
    16. 16. Lets look at a train wreck for lolz #protestFAIL
    17. 17. The Circle of Internet Life
    18. 18. Money + Happy users = $$$ for Google
    19. 19. Google More Adwords + happy users = more $$$$$$$$
    20. 20. 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.
    21. 21. Examples
    22. 22. Money Reputation / Indirect money
    23. 23. The only organic results competing with Adwords... ‘Galaxy note 3’ Reputation / Indirect money
    24. 24. Question Out of 100 clicks on Google, what is the ratio of paid to organic clicks?
    25. 25. 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/
    26. 26. Search Behaviour
    27. 27. In the UK 90% of us use:
    28. 28. 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?
    29. 29. 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
    30. 30. ZMOT (Online reputation) We now use Google to ask buyer questions: ● reviews ● analysis ● trusted opinions ● detail
    31. 31. 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)
    32. 32. 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
    33. 33. ZMOT influence heatmaps
    34. 34. Your No1 consideration phrase... BRAND
    35. 35. Brand is… The ‘identifier’ others associate you with when thinking or looking for you... Me ! My Agency!
    36. 36. 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
    37. 37. Lets look at a train wreck for lolz
    38. 38. Face cream, because I’m worth it!
    39. 39. Creme De La Mer | £1300 / 500ml | Nivea Creme £7.22 / 500ml 500ml Evian Suspect reviews by the way...
    40. 40. Brand Phrases = Biggest traffic to their sites
    41. 41. Nivea Performed Best “Nivea has performed best”
    42. 42. Creme de la Mer
    43. 43. Nivea Creme
    44. 44. Searches/M : Nivea Creme 14,800 | Creme de la Mer 27,100
    45. 45. Throw money at it! (the problem will go away) Cremedelamer.co.uk - 65.36% Organic 34.64% Nivea - Ads 8.51% Organic 91.49%
    46. 46. Phrase mentions over time
    47. 47. Fix a problem
    48. 48. Shoes
    49. 49. Nike Sweatshops ;-)
    50. 50. Creme de la mer - a fix
    51. 51. Linkplanner data for creme de la mer
    52. 52. 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 - 29 o 5 @ TF 30 - 39 o 3 @ TF 30 - 39 o 2 @ TF 40 +
    53. 53. Says nice things, but not strong enough domain
    54. 54. Total Beauty - great domain, onsite needs changing, too US focused
    55. 55. 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!
    56. 56. 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!
    57. 57. Nick.Garner@90digital.com Thanks!
    58. 58. The ‘Right To Be Forgotten’ Jackie Hole, MD, 22M

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