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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