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Search love 2015 - Google's Predictable Content Preference - Aaron Friedman

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Getting your site to rank is obviously important. But what about the rest of the search result? Google has a preference towards certain types of content that it would even entertain showing in a search result for your brand. In order to make the most of this, content marketing has to extend outside your fully controlled domains. The best places to extend into depend on the vertical you are in. Aaron will be using this knowledge to look at ways to create sustainable content marketing campaigns that actually work for the client.

Published in: Marketing

Search love 2015 - Google's Predictable Content Preference - Aaron Friedman

  1. 1. @aaronfriedman Google's Predictable Content Preference Aaron Friedman
  2. 2. @aaronfriedman Who Thinks Google Is Perfect? BECAUSE THEY AREN’T
  3. 3. @aaronfriedman Let’s Talk About Fair IS THIS FAIR? http://cdn.theatlantic.com/static/mt/assets/food/MedRobots-Post.jpg http://i1.wp.com/venturebeat.com/wp-content/uploads/2013/12/doctor-robot.jpg?fit=780%2C9999
  4. 4. @aaronfriedman https://blog.zirtual.com/wp-content/uploads/2015/05/robot.jpg Sometimes Machines Make Decisions That Just Aren’t Fair
  5. 5. @aaronfriedman http://i.huffpost.com/gen/1095060/images/o-ROBOTS-HUMANS-facebook.jpg Machines Have to Categorize you Into a Box
  6. 6. @aaronfriedman http://36.media.tumblr.com/01b34a0ca5e7bb6945d1ae1bec53c4a8/tumblr_np7esmFdRv1r46fboo1_500.png Work With Machines, Within These Boxes
  7. 7. @aaronfriedman Agenda Information Collection (Turning it into data) How Google Thinks in Templates Opportunities When You Are the Outlier
  8. 8. @aaronfriedman
  9. 9. @aaronfriedman What Does Google Want WORLD DOMINANCE?
  10. 10. @aaronfriedman In Larry Page’s Own Words Source: http://www.google.com/about/company/products/
  11. 11. @aaronfriedman Well, First of All…
  12. 12. @aaronfriedman Second, Intent Is Tough
  13. 13. @aaronfriedman • Fruit • Color • Internet • Data Mining • TV Show Second, Intent Is Tough
  14. 14. @aaronfriedman • Fruit • Color • Internet • Data Mining • TV Show Second, Intent Is Tough
  15. 15. @aaronfriedman • Fruit • Color • Internet • Data Mining • TV Show Second, Intent Is Tough
  16. 16. @aaronfriedman • Fruit • Color • Internet • Data Mining • TV Show Second, Intent Is Tough
  17. 17. @aaronfriedman • Fruit • Color • Internet • Data Mining • TV Show Second, Intent Is Tough
  18. 18. @aaronfriedman And Then of Course, If You Are This Guy… SEND ALL REINFORCEMENTS ASAP!!!!
  19. 19. @aaronfriedman Bubble Gum man http://ak- hdl.buzzfed.com/static/enhanced/webdr06/2013/6/7/16/enha nced-buzz-8395-1370635812-2.jpg
  20. 20. @aaronfriedman
  21. 21. @aaronfriedman Sort of Makes You Think Search Engines Might Be Out To get you http://i.kinja-img.com/gawker-media/image/upload/s--WBjhAJHo--/18m4sexgxjzldjpg.jpg
  22. 22. @aaronfriedman Is This Really Fair? (conider pictures of kids sweet and then crying and fighting) https://s-media-cache-ak0.pinimg.com/736x/40/48/f1/4048f18ac67a13dc7dde0e7685ed572f.jpghttps://drawception.com/pub/panels/2015/8-29/Tx2KHagXB4-4.png
  23. 23. @aaronfriedman Are They Really Evil? Or Are They Just Machines? http://i4.photobucket.com/albums/y103/Mephisto216/NoHeart.jpg
  24. 24. @aaronfriedman Machines Are Just Machines. They Don’t Have Feelings Post: https://growingyoungereachday.files.wordpress.com/2011/08/im-sorry.jpg Self Driving Car
  25. 25. @aaronfriedman They Have An Algorithim
  26. 26. @aaronfriedman Choices http://www.hidefia.com/wp-content/uploads/2014/12/Morpheus-Red-Blue-Pills-HD-Wallpaper-1024x640.jpg?timestamp=1442779629
  27. 27. @aaronfriedman THAT’S WHERE REPUTATION MANAGEMENT COMES IN WE THINK FAR BEYOND JUST CLIENT SITES
  28. 28. @aaronfriedman This is SEO This is Reputation Management
  29. 29. @aaronfriedman Work With the Algorithm (not against)
  30. 30. @aaronfriedman Starting With Information Collection TRACKING RESULTS DAILY, TURNING THIS INFORMATION INTO DATA
  31. 31. @aaronfriedman
  32. 32. @aaronfriedman
  33. 33. @aaronfriedman
  34. 34. @aaronfriedman
  35. 35. @aaronfriedman
  36. 36. @aaronfriedman
  37. 37. @aaronfriedman http://i1214.photobucket.com/albums/cc494/JeremiedPWI/Washing_Machine_Self_Destructs_REMIX_SHORT.gif
  38. 38. @aaronfriedman Birth of IMPACT Dashboard
  39. 39. @aaronfriedman Tracking & Monitoring The dashboard tracks Google results daily, storing them in the cloud for real-time alerts and reports and later analysis.
  40. 40. @aaronfriedman Tracking & Monitoring Monitoring allows us to pinpoint important changes in search results including fluctuation, news activity, and changes in search layout that impact brand perception The precise point when a negative result appears on page 1 of Google When the situation unfolds and a strategic site falls off page 1
  41. 41. @aaronfriedman Research Study on Hedge Funds ANATOMY OF A SEARCH RESULT
  42. 42. @aaronfriedman What Shows In Search Results? • Corporate Homepage • Knowledge Graph • Wikipedia • Social Profiles • Related Searches • Search Suggest • News • Review Sites - Hedge Funds 74% have their homepage at position 1
  43. 43. @aaronfriedman • Corporate Homepage • Knowledge Graph • Wikipedia • Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds 72% have a knowledge graph
  44. 44. @aaronfriedman • Corporate Homepage • Knowledge Graph • Wikipedia • Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds 38% have Wikipedia at average position 4.41
  45. 45. @aaronfriedman • Corporate Homepage • Knowledge Graph • Wikipedia • Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds 74% have Linked on page 1
  46. 46. @aaronfriedman • Corporate Homepage • Knowledge Graph • Wikipedia • Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds
  47. 47. @aaronfriedman • Corporate Homepage • Knowledge Graph • Wikipedia • Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds
  48. 48. @aaronfriedman • Corporate Homepage • Knowledge Graph • Wikipedia • Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds
  49. 49. @aaronfriedman • Corporate Homepage • Knowledge Graph • Wikipedia • Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds
  50. 50. @aaronfriedman Well, of course all that stuff shows up... EXCEPT, WHEN YOU SEE TRENDS APPEARING ACROSS INDUSTRIES, YOU MIGHT BE SURPRISED?
  51. 51. @aaronfriedman Different Templates For Different Industries http://www.noisefestival.com/sites/default/files/imagecache/work/Robot%20workshops%20a4%20bodies.jpg Make your own Robot to Rule the world!
  52. 52. @aaronfriedman Template Differences
  53. 53. @aaronfriedman Are Vastly Different Than Other Industries
  54. 54. @aaronfriedman Um… who cares? YOU CARE IF YOU ARE THIS GUY
  55. 55. @aaronfriedman What do Asset Manager CEOs have in their results? Row Labels Corporate Owned Wikipedia Exec Profile Other Role/ Involvement News Article Social Other Resembler Client 11% 11% 11% 11% 56% 0% 0% 0% Andrew Feldstein 10% 0% 20% 0% 20% 10% 10% 30% Antony Ressler 0% 10% 10% 0% 80% 0% 0% 0% Blake Goldring 20% 10% 30% 10% 0% 10% 10% 10% Derek J Green 20% 0% 30% 0% 0% 10% 20% 20% Henry Kravis 10% 10% 20% 20% 30% 10% 0% 0% Jonathan d. gray 10% 10% 20% 0% 50% 0% 10% 0% Larry Fink 8% 8% 17% 0% 42% 0% 0% 25% prem watsa 10% 10% 20% 0% 50% 0% 10% 0% Ray Dalio 17% 8% 8% 0% 58% 0% 8% 0% Steve Schwarzman 10% 10% 10% 0% 70% 0% 0% 0% Grand Total 12% 8% 18% 4% 42% 4% 6% 8%
  56. 56. @aaronfriedman What do Asset Manager CEOs have in their results? Row Labels Corporate Owned Wikipedia Exec Profile Other Role/ Involvement News Article Social Other Resembler Client 11% 11% 11% 11% 56% 0% 0% 0% Andrew Feldstein 10% 0% 20% 0% 20% 10% 10% 30% Antony Ressler 0% 10% 10% 0% 80% 0% 0% 0% Blake Goldring 20% 10% 30% 10% 0% 10% 10% 10% Derek J Green 20% 0% 30% 0% 0% 10% 20% 20% Henry Kravis 10% 10% 20% 20% 30% 10% 0% 0% Jonathan d. gray 10% 10% 20% 0% 50% 0% 10% 0% Larry Fink 8% 8% 17% 0% 42% 0% 0% 25% prem watsa 10% 10% 20% 0% 50% 0% 10% 0% Ray Dalio 17% 8% 8% 0% 58% 0% 8% 0% Steve Schwarzman 10% 10% 10% 0% 70% 0% 0% 0% Grand Total 12% 8% 18% 4% 42% 4% 6% 8%
  57. 57. @aaronfriedman Row Labels Owned Wikipedia Authored Content Author Profile Media coverage Google Box Client 40% 10% 0% 0% 50% 0% Peer 1 40% 10% 20% 20% 0% 10% Peer 2 60% 10% 30% 0% 0% 0% Peer 3 30% 10% 20% 30% 0% 10% Peer 4 20% 10% 10% 20% 40% 0% Peer 5 30% 10% 0% 30% 20% 10% Peer 6 40% 10% 20% 20% 10% 0% Group Average 37% 10% 14% 17% 17% 4% What do Not for Profit Presidents have In their results?
  58. 58. @aaronfriedman Row Labels Owned Wikipedia Authored Content Author Profile Media coverage Google Box Client 40% 10% 0% 0% 50% 0% Peer 1 40% 10% 20% 20% 0% 10% Peer 2 60% 10% 30% 0% 0% 0% Peer 3 30% 10% 20% 30% 0% 10% Peer 4 20% 10% 10% 20% 40% 0% Peer 5 30% 10% 0% 30% 20% 10% Peer 6 40% 10% 20% 20% 10% 0% Group Average 37% 10% 14% 17% 17% 4% What do Not for Profit Presidents have In their results?
  59. 59. @aaronfriedman Oh…. Woah…. http://4.bp.blogspot.com/-8qa23jbLLGM/U4XVw_lFXnI/AAAAAAAAJ_U/5z_kKjaoV8g/s1600/or7.jpg Look for Better image http://24.media.tumblr.com/tumblr_lfxagmwRKs1qgipwuo1_500.gif
  60. 60. @aaronfriedman So what do I do with this information? START FIXING YOUR CLIENT’S PROBLEMS
  61. 61. @aaronfriedman Changes How you Look at Content Marketing It’s practically anything
  62. 62. @aaronfriedman Remember That Asset Manager? CASE STUDY TIME!
  63. 63. @aaronfriedman Case Study: Asset Manager Row Labels Corporate Owned Wikipedia Exec Profile Other Role/ Involvement News Article Social Other Resembler Client 11% 11% 11% 11% 56% 0% 0% 0% Andrew Feldstein 10% 0% 20% 0% 20% 10% 10% 30% Antony Ressler 0% 10% 10% 0% 80% 0% 0% 0% Blake Goldring 20% 10% 30% 10% 0% 10% 10% 10% Derek J Green 20% 0% 30% 0% 0% 10% 20% 20% Henry Kravis 10% 10% 20% 20% 30% 10% 0% 0% Jonathan d. gray 10% 10% 20% 0% 50% 0% 10% 0% Larry Fink 8% 8% 17% 0% 42% 0% 0% 25% prem watsa 10% 10% 20% 0% 50% 0% 10% 0% Ray Dalio 17% 8% 8% 0% 58% 0% 8% 0% Steve Schwarzman 10% 10% 10% 0% 70% 0% 0% 0% Grand Total 12% 8% 18% 4% 42% 4% 6% 8%
  64. 64. @aaronfriedman Case Study: Asset Manager • Worked with PR firm to create the profile and get the placement • Made the connection in Crunchbase, G+, and corporate website.
  65. 65. @aaronfriedman Case Study: Asset Manager • Worked with PR firm to create the profile and get the placement • Made the connection in Crunchbase, G+, and corporate website. Result: • Bottom of page 1 within 3 weeks
  66. 66. @aaronfriedman Case Study: Leverage the News Box Situation: • TV Producer. • Bad Divorce 6 years earlier. • 1 negative result ranking prominently in her results
  67. 67. @aaronfriedman Case Study: Leverage the News Box Situation: • TV Producer. • Bad Divorce 6 years earlier. • 1 negative result ranking prominently in her results • News Box was displacing the negative results
  68. 68. @aaronfriedman Case Study: Leverage the News Box Situation: • TV Producer. • Bad Divorce 6 years earlier. • 1 negative result ranking prominently in her results • News Box was displacing the negative results • Began Press Release Campaign • Press Release picked up by local publication • Ultimately displacing the negative result permanently &
  69. 69. @aaronfriedman Case Study: Smear Attack by a PR agency Situation: Client is under a malicious smear attack by a PR Agency who doesn’t agree with their agenda.
  70. 70. @aaronfriedman Case Study: Smear Attack by a PR agency Situation: Client is under a malicious smear attack by a PR Agency who doesn’t agree with their agenda. • Frequency Report shows everyone has a Guidestar Profile • They did too, but it wasn’t gold 
  71. 71. @aaronfriedman Case Study: Smear Attack by a PR agency Situation: Client is under a malicious smear attack by a PR Agency who doesn’t agree with their agenda. • Frequency Report shows everyone has a Guidestar Profile • They did too, but it wasn’t gold  • Built out Profile • Relevant links from… (pssst… their own site) • Within 1 week, page 1
  72. 72. @aaronfriedman Case Study: Ownership of Search Results • Situation: Client is trying to brand themselves and claim more ownership in their search results. They already own 50% of their search results, so claiming more is unlikely. http://loudclick.net/images/Microsites%202.jpg
  73. 73. @aaronfriedman Case Study: Ownership of Search Results • Situation: Client is trying to brand themselves and claim more ownership in their search results. They already own 50% of their search results, so claiming more is unlikely. • Peer analysis showed a secondary microsite for their charity. • Client had one, but it was a sub directory on their site. http://loudclick.net/images/Microsites%202.jpg
  74. 74. @aaronfriedman Case Study: Ownership of Search Results • Situation: Client is trying to brand themselves and claim more ownership in their search results. They already own 50% of their search results, so claiming more is unlikely. • Peer analysis showed a secondary microsite for their charity. • Client had one, but it was a sub directory on their site. • Procured domain • Migrated their charity site to a new domain • Linked from their site • Claimed an additional spot on page 1 http://loudclick.net/images/Microsites%202.jpg
  75. 75. @aaronfriedman http://pop.h-cdn.co/assets/15/23/1433531619-biff.gif
  76. 76. @aaronfriedman Can You Change A Template? OH, THAT’S A GOOD QUESTION…
  77. 77. @aaronfriedman Short Answer, Yes… But http://www.worldipreview.com/media/image/least-resistance-620.jpg
  78. 78. @aaronfriedman “Kravis, who admitted that he has Facebook and Twitter accounts but doesn’t use them” - Henry Kravis KKR Private Equity Source: http://fortune.com/2015/07/13/kkr-co-ceo-unicorns/
  79. 79. @aaronfriedman Recap Information Collection (Turning it into data) How Google Thinks in Templates Opportunities When You Are the Outlier Think of Google as an Organized System ◦ We give them too much credit sometimes Templates are Different - Not all content can rank ◦ Identify what is possible and what isn’t based on: ◦ Historical Analysis ◦ Peer analysis The path of least resistance. ◦ Content you need is right in front of you ◦ Don’t fight the algorithm
  80. 80. @aaronfriedman Thank You! aaronf@fiveblocks.com@aaronfriedman Aaron Friedman Director of Innovation

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