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My personal reflections on where search is going and how money is driving Google to clean up link spamming and so make natural search results less laden with commercial results, making adwords more attractive to users and thus Google makes more Bank.
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2014. The year of Online Reputation
Nick Garner CEO 90 Digital
An equation for online reputation
Right/Wrong: Content | Time | Place | Source
=
Reputation
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.
Search + Trust
Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
73% of users think search engine results are very / reasonably trustworthy
Search + Trust
Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
66% of users think search engines are fair and unbiased
In the UK 90% of use:
Think of Google on an ecosystem level and things makes sense.
Ecosystems
Money
Biggest middle man on the internet
£££
Hands up if you are a Google user?
Every one of you is worth...
£25.02… to Google
Google Q2 ARPU (Average Revenue Per User)
Facebook’s ARPU is 16% of Google’s
Google earnings over time
By the way...PPC only accounts for about 7% of clicks. The other 93% of clicks go to natural search.
http://www.smartinsights.com/search-engine-optimisation-seo/seo-analytics/comparison-of-google-clickthrough-rates-by-position/
Fear / Uncertainty / Doubt“If we understand the mechanism and motives of the group mind, it is now possible to control and regiment the masses according to our will without them knowing it.”Edward Bernays. Founder of modern PR
Webmaster tools messages
Records Stop 01 / 2013
Manual action by month
template
Records Stop 09 / 201210 / 2007
The chart is missing...
Reconsideration requests by week
Disavow
Give Penguin the ‘human’ interpretation of spam...
Penguin: Nuke any ‘gaming’ of links.
Of that link spam, the following represent the culprits:
● Forum spam: This includes comments in forums with exact match anchor text links.● Forum bio spam: Biographies of forum users containing exact match anchor text links.● "Do follow" blogs: Blogs that don't add nofollow to the links posted. "Let's face it," Gabe said. "Being listed on do-
follow resource sites can absolutely send Google a signal that you are trying to game links."● Blogroll spam: Watch for blogroll links gone wrong. "Some may be fine," Gabe said. "If you are unsure which ones
are bad versus good, ask for help from a seasoned SEO."● Spammy directories: If you've used spammy directories in the past, and still have links out there, Gabe said "nuke
them, have them nofollowed, or disavow them."● Blog comment signature spam: Google seems to be targeting these links even when they're not followed.
Source: http://searchenginewatch.com/article/2299665/Google-Penguin-2.1-Who-Got-Hit/
Money
Reputation
The only organic result competing with Adwords...
‘Galaxy note 3’
Upshot: Google is killing aggressive, easy, offsite SEO
If you can’t beat them, join them
Enter... Google’s ZMOT.
ZMOT (Online reputation)
We now use Google to ask buyer questions:
● reviews● analysis● trusted opinions● detail
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
The results were very interestingGoogle 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)
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
ZMOT influence heatmaps
Keywords are mostly questions, or implied questions.BRAND AWARENESS
phones long battery lifesmartphone reviews
iphone battery lifegalaxy note 4 battery lifephones removable batteries
galaxy 4 pricesgalaxy 4 spare battery
Cart
Now what?
Consideration is asking questions.
As a brand, answer those questions.
Why should I buy your [product/service] ? ?
Your No1 consideration phrase...
BRAND
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.
http://moz.com/ugc/click-through-rates-in-google-serps-for-different-types-of-queries
Creme de la Mer
Nivea Creme
Searches/M : Nivea Creme 14,800 | Creme de la Mer 27,100
Phrase mentions over time
RecapPositively Influence consideration and you will:
● sell stuff● build reputation● improve WOM
http://90digital.com
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