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