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  • Wadds, thanks for sharing your slides - and beating the drum - let's see if we can mobilize energy within Ketchum to seize the moment.
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  1. 1. February 21, 2013
  2. 2. Google+ and Author Rank #CIPRsmStephen Waddington@wadds2 | 22.02.2013
  3. 3. Google‟s Vision #CIPRsm“To organize the world‟s information and make ituniversally accessibly and useful.”3 | 22.02.2013
  4. 4. A Second Chance for PR #CIPRsm• Google has a near monopoly on search. More than 80% of Internet searches start with a Google query.• SEO market in UK worth $3bn (2011); and $16.6bn (2010) – source: econsultancy.• Social signals have an increasingly higher weighting on search results.• Mobile search rising making location content a growing source of traffic.4 | 22.02.2013
  5. 5. Google„s Purpose #CIPRsm• Google wants to deliver relevant search results based on human trust and authority.• History: links to determine trust and authority in the past was only a proxy for the real thing and was easily manipulated.• Product updates in the last 18-month seek to mimic human behaviour and stop abuse • social signals = trust • authority = real people5 | 22.02.2013
  6. 6. Google Product History #CIPRsm• February 2011 – Panda tackles content farms• September 2011 – Google+• April 2012 – Penguin hits low quality and spam links• September 2012 – Google Author Rank6 | 22.02.2013
  7. 7. Google+ #CIPRsm7 | 22.02.2013
  8. 8. Google+ #CIPRsm8 | 22.02.2013
  9. 9. Google+ #CIPRsm9 | 22.02.2013
  10. 10. Google+ for Brands #CIPRsm10 | 22.02.2013
  11. 11. The New York Times #CIPRsm11 | 22.02.2013
  12. 12. H&M #CIPRsm12 | 22.02.2013
  13. 13. Google Author Rank #CIPRsm• Google Author Rank is an online identity system that sits at the heart of the recent changes to Google„s Search Algorithm13 | 22.02.2013
  14. 14. Linking content to Google+ #CIPRsm Link Author tag14 | 22.02.2013
  15. 15. Linking content to Google+ #CIPRsm15 | 22.02.2013
  16. 16. Opportunity for Brands #CIPRsm• Drive owned and social content up natural search results• Brand pages: start building relationships with audiences via Google+• Implement author tags and +1 buttons on web sites• Engagement via Communities and Hangouts16 | 22.02.2013
  17. 17. Other Google+ FeaturesCommunities #CIPRsm• Facebook debate is a distraction: Google+ connects with topics; and Facebook with people.• Google+ Community‟s are disruptive to forums and blogs for search.17 | 22.02.2013
  18. 18. Other Google+ FeaturesGoogle Hangout #CIPRsm• Video chat up with up to nine people face-to-face.• Share content publicly via YouTube to keep the conversation going.18 | 22.02.2013
  19. 19. Google+ and Author Rank #CIPRsmStephen Waddington@wadds19 | 22.02.2013
  20. 20. Contact #CIPRsmStephen WaddingtonEuropean DirectorKetchum35-41 Folgate StreetLondonE1 6BXTelephone-No. +44 (0) 20 7611 3645Mobile-No. +44 (0) 7771 851407stephen.waddington@ketchum.comwww.ketchum.com20 | 22.02.2013

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