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Employing Content On Google To Build Brand Trust, Meaningful Engagement and Sales


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Presentation by Nick Garner - delivered at the Content Masterclass in Ravensbourne on 2nd May 2014.

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Employing Content On Google To Build Brand Trust, Meaningful Engagement and Sales

  1. 1. Content Masterclass Content , Trust & Google
  2. 2. It’s not what you say about you It’s what others say about you = trust in you
  3. 3. Trust & Google
  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 | 73% of users think search engine results are very / reasonably trustworthy
  6. 6. Search + Trust Source: Pew Internet | 66% of users think search engines are fair and unbiased
  7. 7. Google = Questions
  8. 8. We ask Google questions
  9. 9. Search behaviour: Shopping
  10. 10. Trust in search has affected buyer behaviour: ZMOT We now use Google to ask buyer questions: ● reviews ● analysis ● trusted opinions ● detail
  11. 11. ZMOT (Online reputation) We now use Google to ask buyer questions: ● reviews ● analysis ● trusted opinions ● detail
  12. 12. 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
  13. 13. 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)
  14. 14. 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
  15. 15. ZMOT influence heatmaps
  16. 16. Now what? Consideration is asking questions. As a brand, answer those questions. Why should I buy your [product/service] ?
  17. 17. Your No1 consideration phrase... BRAND
  18. 18. 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.
  19. 19. You’re a brand if people mostly find you by ‘brand’ Percentage of search traffic for some brand keywords
  20. 20. Reviews
  21. 21. Impact of negative reviews 4-out-of-5 Consumers Reverse Purchase Decisions Based on Negative Online Reviews Source: Cone Communications
  22. 22. More impact of negative reviews According to a survey by Dimensional Research with 1046 respondents, 90% of us are affected by online reviews and 86% of us are affected by negative online reviews. Source: Dimensional Research / Zendesk
  23. 23. Exercise: Lets look at some brand searches… What could you rank to get more conversions?
  24. 24. Case Study
  25. 25. Creme De La Mer | £1300 / 500ml 500ml Evian Suspect reviews by the way...
  26. 26. Creme de la Mer (Live Link)
  27. 27. Nivea Creme (Live Link)
  28. 28. Nivea Performed Best “Nivea has performed best”
  29. 29. Nivia is catching up
  30. 30. Effect on Traffic: Google KW tool Nivea Cream Creme De La Mer Daily Mail Story
  31. 31. Phrase mentions over time
  32. 32. Throw money at it! (the problem will go away) - paid visibility is 87.86% and organic is 12.14% Nivea - 100% Organic
  33. 33. Recap
  34. 34. Recap Positively Influence consideration and you will: ● sell stuff ● build reputation ● improve WOM
  35. 35. Conclusion ● Brand and reputation sit together ● Think like a PR person - think ‘influence’ ● Rank influencing content on consideration phrases: o Content o SEO Nick Garner, 90 Digital