Downloaded 79 times
Uploaded byAaron Friedman
Search love 2015 - Google's Predictable Content Preference - Aaron Friedman
The document discusses the influence of Google's algorithms on search results and the implications for branding and reputation management. It presents various case studies demonstrating how clients can improve their visibility in search results, particularly in response to negative content. The document emphasizes the importance of understanding Google's categorization and the need for strategic online content management to combat unfair representations.
More Related Content
Similar to Search love 2015 - Google's Predictable Content Preference - Aaron Friedman
Search love 2015 - Google's Predictable Content Preference - Aaron Friedman
- 1. @aaronfriedman Google's Predictable ContentPreference Aaron Friedman
- 2. @aaronfriedman Who Thinks GoogleIs Perfect? BECAUSE THEY AREN’T
- 3. @aaronfriedman Let’s Talk AboutFair 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.
- 5.
- 6.
- 7. @aaronfriedman Agenda Information Collection (Turning itinto data) How Google Thinks in Templates Opportunities When You Are the Outlier
- 8.
- 9. @aaronfriedman What Does GoogleWant WORLD DOMINANCE?
- 10. @aaronfriedman In Larry Page’sOwn Words Source: http://www.google.com/about/company/products/
- 11.
- 12.
- 13. @aaronfriedman • Fruit • Color •Internet • Data Mining • TV Show Second, Intent Is Tough
- 14. @aaronfriedman • Fruit • Color •Internet • Data Mining • TV Show Second, Intent Is Tough
- 15. @aaronfriedman • Fruit • Color •Internet • Data Mining • TV Show Second, Intent Is Tough
- 16. @aaronfriedman • Fruit • Color •Internet • Data Mining • TV Show Second, Intent Is Tough
- 17. @aaronfriedman • Fruit • Color •Internet • Data Mining • TV Show Second, Intent Is Tough
- 18. @aaronfriedman And Then ofCourse, If You Are This Guy… SEND ALL REINFORCEMENTS ASAP!!!!
- 19.
- 20.
- 21. @aaronfriedman Sort of MakesYou Think Search Engines Might Be Out To get you http://i.kinja-img.com/gawker-media/image/upload/s--WBjhAJHo--/18m4sexgxjzldjpg.jpg
- 22. @aaronfriedman Is This Really Fair? (conider pictures ofkids 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. @aaronfriedman Are They ReallyEvil? Or Are They Just Machines? http://i4.photobucket.com/albums/y103/Mephisto216/NoHeart.jpg
- 24. @aaronfriedman Machines Are JustMachines. They Don’t Have Feelings Post: https://growingyoungereachday.files.wordpress.com/2011/08/im-sorry.jpg Self Driving Car
- 25. @aaronfriedman They Have AnAlgorithim
- 26.
- 27. @aaronfriedman THAT’S WHERE REPUTATION MANAGEMENT COMESIN WE THINK FAR BEYOND JUST CLIENT SITES
- 28. @aaronfriedman This is SEO This isReputation Management
- 29. @aaronfriedman Work With theAlgorithm (not against)
- 30. @aaronfriedman Starting With Information Collection TRACKINGRESULTS DAILY, TURNING THIS INFORMATION INTO DATA
- 31.
- 32.
- 33.
- 34.
- 35.
- 36.
- 37.
- 38. @aaronfriedman Birth of IMPACTDashboard
- 39. @aaronfriedman Tracking & Monitoring Thedashboard tracks Google results daily, storing them in the cloud for real-time alerts and reports and later analysis.
- 40. @aaronfriedman Tracking & Monitoring Monitoringallows 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. @aaronfriedman Research Study on HedgeFunds ANATOMY OF A SEARCH RESULT
- 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. @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. @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. @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. @aaronfriedman • Corporate Homepage •Knowledge Graph • Wikipedia • Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds
- 47. @aaronfriedman • Corporate Homepage •Knowledge Graph • Wikipedia • Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds
- 48. @aaronfriedman • Corporate Homepage •Knowledge Graph • Wikipedia • Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds
- 49. @aaronfriedman • Corporate Homepage •Knowledge Graph • Wikipedia • Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds
- 50. @aaronfriedman Well, of courseall that stuff shows up... EXCEPT, WHEN YOU SEE TRENDS APPEARING ACROSS INDUSTRIES, YOU MIGHT BE SURPRISED?
- 51.
- 52.
- 53. @aaronfriedman Are Vastly DifferentThan Other Industries
- 54. @aaronfriedman Um… who cares? YOUCARE IF YOU ARE THIS GUY
- 55. @aaronfriedman What do AssetManager 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. @aaronfriedman What do AssetManager 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. @aaronfriedman Row Labels OwnedWikipedia 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. @aaronfriedman Row Labels OwnedWikipedia 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. @aaronfriedman Oh…. Woah…. http://4.bp.blogspot.com/-8qa23jbLLGM/U4XVw_lFXnI/AAAAAAAAJ_U/5z_kKjaoV8g/s1600/or7.jpg Look forBetter image http://24.media.tumblr.com/tumblr_lfxagmwRKs1qgipwuo1_500.gif
- 60. @aaronfriedman So what doI do with this information? START FIXING YOUR CLIENT’S PROBLEMS
- 61. @aaronfriedman Changes How youLook at Content Marketing It’s practically anything
- 62. @aaronfriedman Remember That AssetManager? CASE STUDY TIME!
- 63. @aaronfriedman Case Study: AssetManager 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. @aaronfriedman Case Study: AssetManager • Worked with PR firm to create the profile and get the placement • Made the connection in Crunchbase, G+, and corporate website.
- 65. @aaronfriedman Case Study: AssetManager • 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. @aaronfriedman Case Study: Leveragethe News Box Situation: • TV Producer. • Bad Divorce 6 years earlier. • 1 negative result ranking prominently in her results
- 67. @aaronfriedman Case Study: Leveragethe 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. @aaronfriedman Case Study: Leveragethe 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. @aaronfriedman Case Study: SmearAttack by a PR agency Situation: Client is under a malicious smear attack by a PR Agency who doesn’t agree with their agenda.
- 70. @aaronfriedman Case Study: SmearAttack 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. @aaronfriedman Case Study: SmearAttack 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. @aaronfriedman Case Study: Ownershipof 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. @aaronfriedman Case Study: Ownershipof 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. @aaronfriedman Case Study: Ownershipof 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.
- 76. @aaronfriedman Can You ChangeA Template? OH, THAT’S A GOOD QUESTION…
- 77.
- 78. @aaronfriedman “Kravis, who admittedthat 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. @aaronfriedman Recap Information Collection (Turning itinto 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.