CIPR North-East: Google+ and Author Rank

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CIPR North-East: Google+ and Author Rank

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This is the slidedeck from this morning’s CIPR North-East Google+ session in Newcastle. ...

This is the slidedeck from this morning’s CIPR North-East Google+ session in Newcastle.
The session explored how Google has changed its search algorithm over the last 18-months coupled with the launch of Google+ and Author Rank.

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  • 1. Welcome to the CIPR North EastGoogle+ and Author Rank#ciprneChris TaylorChair, CIPR North East@dtwchris
  • 2. An update on future events and training workshops• 19 June CIPR Northern Conference• 22 May PRide awards briefing• 3 Oct North East PRide awardsCIPR Training Workshops:• 11 Jul Stakeholder engagement• 20 Sep Social media – advanced
  • 3. Today’s eventGoogle+ and Author RankStephen WaddingtonEuropean Digital and Social Media DirectorKetchum PR@wadds
  • 4. May 10, 2013
  • 5. 5 | 10.05.13Stephen Waddington@waddsGoogle+ and Author Rank#CIPRsm
  • 6. 6 | 10.05.13“To organize the world’s information and make ituniversally accessibly and useful.”Google’s Vision#CIPRsm
  • 7. 7 | 10.05.13• Google has a near monopoly on search. Morethan 80% of Internet searches start with a Googlequery.• SEO market in UK worth $3bn (2011); and$16.6bn (2010) – source: econsultancy.• Social signals have an increasingly higherweighting on search results.• Mobile search rising making location content agrowing source of traffic.A Second Chance for PR#CIPRsm
  • 8. 8 | 10.05.13• Google wants to deliver relevant search resultsbased on human trust and authority.• History: links to determine trust and authority inthe past was only a proxy for the real thing andwas easily manipulated.• Product updates in the last 18-month seek tomimic human behaviour and stop abuse• social signals = trust• authority = real peopleGoogle‘s Purpose#CIPRsm
  • 9. 9 | 10.05.13• February 2011 – Panda tackles content farms• September 2011 – Google+• April 2012 – Penguin hits low quality and spamlinks• September 2012 – Google Author RankGoogle Product History#CIPRsm
  • 10. 10 | 10.05.13Google+#CIPRsm
  • 11. 11 | 10.05.13Google+#CIPRsm
  • 12. 12 | 10.05.13Circles#CIPRsm
  • 13. 13 | 10.05.13Circle view#CIPRsm
  • 14. 14 | 10.05.13Sharing content with circles#CIPRsm
  • 15. 15 | 10.05.13Analytics#CIPRsm
  • 16. 16 | 10.05.13Analytics#CIPRsm
  • 17. 17 | 10.05.13Google+ for Brands#CIPRsm
  • 18. 18 | 10.05.13The New York Times#CIPRsm
  • 19. 19 | 10.05.13H&M#CIPRsm
  • 20. 20 | 10.05.13• Google Author Rank is an online identity systemthat sits at the heart of the recent changes toGoogle‘s Search AlgorithmGoogle Author Rank#CIPRsm
  • 21. 21 | 10.05.13Linking content to Google+Author tagLink#CIPRsm
  • 22. 22 | 10.05.13Linking content to Google+#CIPRsm
  • 23. 23 | 10.05.13• Drive owned and social content up natural searchresults• Brand pages: start building relationships withaudiences via Google+• Implement author tags and +1 buttons on websites• Engagement via Communities and HangoutsOpportunity for Brands#CIPRsm
  • 24. 24 | 10.05.13• Facebook debate is a distraction: Google+connects with topics; and Facebook with people.• Google+ Community’s are disruptive to forumsand blogs for search.Other Google+ FeaturesCommunities #CIPRsm
  • 25. 25 | 10.05.13• Video chat up with up to nine people face-to-face.• Share content publicly via YouTube to keep theconversation going.Other Google+ FeaturesGoogle Hangout #CIPRsm
  • 26. 26 | 10.05.13Stephen Waddington@waddsGoogle+ and Author Rank#CIPRsm
  • 27. 27 | 10.05.13ContactStephen WaddingtonEuropean DirectorKetchum35-41 Folgate StreetLondonE1 6BXTelephone-No. +44 (0) 20 7611 3645Mobile-No. +44 (0) 7771 851407stephen.waddington@ketchum.comwww.ketchum.com#CIPRsm