Content Masterclass Content , Trust & Google
It’s not what you say about you It’s what others say about you
= trust in you
Trust & Google
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
Google = Questions
We ask Google questions
Search behaviour: Shopping
Trust in search has affected buyer behaviour: ZMOTWe now use Google to
ask buyer questions: ● reviews● analysis● trusted opinions● detail
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
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
You’re a brand if people mostly find you by ‘brand’
Percentage of search traffic for some brand keywords
Reviews
Impact of negative reviews4-out-of-5 Consumers Reverse Purchase Decisions Based on Negative Online
Reviews
Source: Cone Communications
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
Exercise: Lets look at some brand searches…
What could you rank to get more conversions?
Case Study
Creme De La Mer | £1300 / 500ml
500ml Evian
Suspect reviews by the way...
Creme de la Mer (Live Link)
Nivea Creme (Live Link)
Nivea Performed Best
“Nivea has performed best”
Nivia is catching up
Effect on Traffic: Google KW tool
Nivea Cream
Creme De La Mer
Daily Mail Story
Phrase mentions over time
Throw money at it! (the problem will go away) Cremedelamer.co.uk - paid visibility is 87.86% and organic is 12.14%
Nivea - 100% Organic
Recap
RecapPositively Influence
consideration and you will:
● sell stuff● build reputation● improve WOM
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