estudio34 presents london search love 2015 | google's predictable content preference | aaron...
TRANSCRIPT
@aaronfriedman
Let’s Talk About FairIS THIS FAIR?
http://cdn.theatlantic.com/static/mt/assets/food/MedRobots-Post.jpghttp://i1.wp.com/venturebeat.com/wp-content/uploads/2013/12/doctor-robot.jpg?fit=780%2C9999
@aaronfriedmanhttps://blog.zirtual.com/wp-content/uploads/2015/05/robot.jpg
Sometimes Machines Make Decisions That Just Aren’t Fair
@aaronfriedman
http://i.huffpost.com/gen/1095060/images/o-ROBOTS-HUMANS-facebook.jpg
Machines Have to Categorize you Into a Box
@aaronfriedmanhttp://36.media.tumblr.com/01b34a0ca5e7bb6945d1ae1bec53c4a8/tumblr_np7esmFdRv1r46fboo1_500.png
Work With Machines, Within These Boxes
@aaronfriedman
Agenda
Information Collection(Turning it into data)
How Google Thinks in Templates
Opportunities When You Are the Outlier
@aaronfriedman
Bubble Gum man
http://ak-hdl.buzzfed.com/static/enhanced/webdr06/2013/6/7/16/enhanced-buzz-8395-1370635812-2.jpg
@aaronfriedman
Sort of Makes You Think Search Engines Might Be Out To get you
http://i.kinja-img.com/gawker-media/image/upload/s--WBjhAJHo--/18m4sexgxjzldjpg.jpg
@aaronfriedman
Is This ReallyFair?
(conider pictures of kids sweet and then crying and fighting)
https://s-media-cache-ak0.pinimg.com/736x/40/48/f1/4048f18ac67a13dc7dde0e7685ed572f.jpghttps://drawception.com/pub/panels/2015/8-29/Tx2KHagXB4-4.png
@aaronfriedman
Are They Really Evil? Or Are They Just Machines?
http://i4.photobucket.com/albums/y103/Mephisto216/NoHeart.jpg
@aaronfriedman
Machines Are Just Machines. They Don’t Have FeelingsPost: https://growingyoungereachday.files.wordpress.com/2011/08/im-sorry.jpg
Self Driving Car
@aaronfriedman
Choices
http://www.hidefia.com/wp-content/uploads/2014/12/Morpheus-Red-Blue-Pills-HD-Wallpaper-1024x640.jpg?timestamp=1442779629
@aaronfriedman
Starting With Information CollectionTRACKING RESULTS DAILY, TURNING THIS INFORMATION INTO DATA
@aaronfriedman
http://i1214.photobucket.com/albums/cc494/JeremiedPWI/Washing_Machine_Self_Destructs_REMIX_SHORT.gif
@aaronfriedman
Tracking & Monitoring
The dashboard tracks Google results daily, storing them in the cloud for real-time alerts and reports and later analysis.
@aaronfriedman
Tracking & Monitoring
Monitoring allows us to pinpoint important changes in search results including fluctuation, news activity, and changes in search layout that impact brand perception
The precise point when a negative result appears on page 1 of Google
When the situation unfolds and a strategic site falls off page 1
@aaronfriedman
What Shows In Search Results? • Corporate Homepage
• Knowledge Graph• Wikipedia• Social Profiles• Related Searches• Search Suggest• News• Review Sites
- Hedge Funds
74% have their homepage at position 1
@aaronfriedman
• Corporate Homepage• Knowledge Graph• Wikipedia• Social Profiles• Related Searches• Search Suggest• News• Review Sites
What Shows In Search Results?
- Hedge Funds
72% have a knowledge graph
@aaronfriedman
• Corporate Homepage• Knowledge Graph• Wikipedia• Social Profiles• Related Searches• Search Suggest• News• Review Sites
What Shows In Search Results?
- Hedge Funds
38% have Wikipedia at average position 4.41
@aaronfriedman
• Corporate Homepage• Knowledge Graph• Wikipedia• Social Profiles• Related Searches• Search Suggest• News• Review Sites
What Shows In Search Results?
- Hedge Funds
74% have Linked on page 1
@aaronfriedman
• Corporate Homepage• Knowledge Graph• Wikipedia• Social Profiles• Related Searches• Search Suggest• News• Review Sites
What Shows In Search Results?
- Hedge Funds
@aaronfriedman
• Corporate Homepage• Knowledge Graph• Wikipedia• Social Profiles• Related Searches• Search Suggest• News• Review Sites
What Shows In Search Results?
- Hedge Funds
@aaronfriedman
• Corporate Homepage• Knowledge Graph• Wikipedia• Social Profiles• Related Searches• Search Suggest• News• Review Sites
What Shows In Search Results?
- Hedge Funds
@aaronfriedman
• Corporate Homepage• Knowledge Graph• Wikipedia• Social Profiles• Related Searches• Search Suggest• News• Review Sites
What Shows In Search Results?
- Hedge Funds
@aaronfriedman
Well, of course all that stuff shows up...
EXCEPT, WHEN YOU SEE TRENDS APPEARING ACROSS INDUSTRIES, YOU MIGHT BE
SURPRISED?
@aaronfriedman
Different Templates For Different Industries
http://www.noisefestival.com/sites/default/files/imagecache/work/Robot%20workshops%20a4%20bodies.jpg
Make your own Robot to Rule the world!
@aaronfriedman
What do Asset Manager CEOs have in their results?
Row LabelsCorporate Owned Wikipedia Exec Profile
Other Role/ Involvement News Article Social Other Resembler
Client 11% 11% 11% 11% 56% 0% 0% 0%
Andrew Feldstein 10% 0% 20% 0% 20% 10% 10% 30%
Antony Ressler 0% 10% 10% 0% 80% 0% 0% 0%
Blake Goldring 20% 10% 30% 10% 0% 10% 10% 10%
Derek J Green 20% 0% 30% 0% 0% 10% 20% 20%
Henry Kravis 10% 10% 20% 20% 30% 10% 0% 0%
Jonathan d. gray 10% 10% 20% 0% 50% 0% 10% 0%
Larry Fink 8% 8% 17% 0% 42% 0% 0% 25%
prem watsa 10% 10% 20% 0% 50% 0% 10% 0%
Ray Dalio 17% 8% 8% 0% 58% 0% 8% 0%
Steve Schwarzman 10% 10% 10% 0% 70% 0% 0% 0%
Grand Total 12% 8% 18% 4% 42% 4% 6% 8%
@aaronfriedman
What do Asset Manager CEOs have in their results?
Row LabelsCorporate Owned Wikipedia Exec Profile
Other Role/ Involvement News Article Social Other Resembler
Client 11% 11% 11% 11% 56% 0% 0% 0%
Andrew Feldstein 10% 0% 20% 0% 20% 10% 10% 30%
Antony Ressler 0% 10% 10% 0% 80% 0% 0% 0%
Blake Goldring 20% 10% 30% 10% 0% 10% 10% 10%
Derek J Green 20% 0% 30% 0% 0% 10% 20% 20%
Henry Kravis 10% 10% 20% 20% 30% 10% 0% 0%
Jonathan d. gray 10% 10% 20% 0% 50% 0% 10% 0%
Larry Fink 8% 8% 17% 0% 42% 0% 0% 25%
prem watsa 10% 10% 20% 0% 50% 0% 10% 0%
Ray Dalio 17% 8% 8% 0% 58% 0% 8% 0%
Steve Schwarzman 10% 10% 10% 0% 70% 0% 0% 0%
Grand Total 12% 8% 18% 4% 42% 4% 6% 8%
@aaronfriedman
Row Labels Owned WikipediaAuthored Content
Author Profile
Media coverage Google Box
Client 40% 10% 0% 0% 50% 0%
Peer 1 40% 10% 20% 20% 0% 10%
Peer 2 60% 10% 30% 0% 0% 0%
Peer 3 30% 10% 20% 30% 0% 10%
Peer 4 20% 10% 10% 20% 40% 0%
Peer 5 30% 10% 0% 30% 20% 10%
Peer 6 40% 10% 20% 20% 10% 0%
Group Average 37% 10% 14% 17% 17% 4%
What do Not for Profit Presidents have In their results?
@aaronfriedman
Row Labels Owned WikipediaAuthored Content
Author Profile
Media coverage Google Box
Client 40% 10% 0% 0% 50% 0%
Peer 1 40% 10% 20% 20% 0% 10%
Peer 2 60% 10% 30% 0% 0% 0%
Peer 3 30% 10% 20% 30% 0% 10%
Peer 4 20% 10% 10% 20% 40% 0%
Peer 5 30% 10% 0% 30% 20% 10%
Peer 6 40% 10% 20% 20% 10% 0%
Group Average 37% 10% 14% 17% 17% 4%
What do Not for Profit Presidents have In their results?
@aaronfriedman
Oh…. Woah….
http://4.bp.blogspot.com/-8qa23jbLLGM/U4XVw_lFXnI/AAAAAAAAJ_U/5z_kKjaoV8g/s1600/or7.jpg
Look for Better image
http://24.media.tumblr.com/tumblr_lfxagmwRKs1qgipwuo1_500.gif
@aaronfriedman
Case Study: Asset Manager
Row LabelsCorporate Owned Wikipedia Exec Profile
Other Role/ Involvement News Article Social Other Resembler
Client 11% 11% 11% 11% 56% 0% 0% 0%
Andrew Feldstein 10% 0% 20% 0% 20% 10% 10% 30%
Antony Ressler 0% 10% 10% 0% 80% 0% 0% 0%
Blake Goldring 20% 10% 30% 10% 0% 10% 10% 10%
Derek J Green 20% 0% 30% 0% 0% 10% 20% 20%
Henry Kravis 10% 10% 20% 20% 30% 10% 0% 0%
Jonathan d. gray 10% 10% 20% 0% 50% 0% 10% 0%
Larry Fink 8% 8% 17% 0% 42% 0% 0% 25%
prem watsa 10% 10% 20% 0% 50% 0% 10% 0%
Ray Dalio 17% 8% 8% 0% 58% 0% 8% 0%
Steve Schwarzman 10% 10% 10% 0% 70% 0% 0% 0%
Grand Total 12% 8% 18% 4% 42% 4% 6% 8%
@aaronfriedman
Case Study: Asset Manager
• Worked with PR firm to create the profile and get the placement
• Made the connection in Crunchbase, G+, and corporate website.
@aaronfriedman
Case Study: Asset Manager
• Worked with PR firm to create the profile and get the placement
• Made the connection in Crunchbase, G+, and corporate website.
Result:• Bottom of page 1 within 3
weeks
@aaronfriedman
Case Study: Leverage the News BoxSituation:• TV Producer. • Bad Divorce 6 years earlier. • 1 negative result ranking
prominently in her results
@aaronfriedman
Case Study: Leverage the News BoxSituation:• TV Producer. • Bad Divorce 6 years earlier. • 1 negative result ranking
prominently in her results• News Box was displacing the
negative results
@aaronfriedman
Case Study: Leverage the News BoxSituation:• TV Producer. • Bad Divorce 6 years earlier. • 1 negative result ranking
prominently in her results• News Box was displacing the
negative results• Began Press Release
Campaign• Press Release picked up by
local publication• Ultimately displacing
the negative result permanently
&
@aaronfriedman
Case Study: Smear Attack by a PR agency
Situation: Client is under a malicious smear attack by a PR Agency who doesn’t agree with their agenda.
@aaronfriedman
Case Study: Smear Attack by a PR agency
Situation: Client is under a malicious smear attack by a PR Agency who doesn’t agree with their agenda.
• Frequency Report shows everyone has a Guidestar Profile
• They did too, but it wasn’t gold
@aaronfriedman
Case Study: Smear Attack by a PR agency
Situation: Client is under a malicious smear attack by a PR Agency who doesn’t agree with their agenda.
• Frequency Report shows everyone has a Guidestar Profile
• They did too, but it wasn’t gold
• Built out Profile
• Relevant links from… (pssst… their own site)
• Within 1 week, page 1
@aaronfriedman
Case Study: Ownership of Search Results
• Situation: Client is trying to brand themselves and claim more ownership in their search results. They already own 50% of their search results, so claiming more is unlikely.
http://loudclick.net/images/Microsites%202.jpg
@aaronfriedman
Case Study: Ownership of Search Results
• Situation: Client is trying to brand themselves and claim more ownership in their search results. They already own 50% of their search results, so claiming more is unlikely.
• Peer analysis showed a secondary microsite for their charity.
• Client had one, but it was a sub directory on their site.
http://loudclick.net/images/Microsites%202.jpg
@aaronfriedman
Case Study: Ownership of Search Results
• Situation: Client is trying to brand themselves and claim more ownership in their search results. They already own 50% of their search results, so claiming more is unlikely.
• Peer analysis showed a secondary microsite for their charity.
• Client had one, but it was a sub directory on their site.
• Procured domain
• Migrated their charity site to a new domain
• Linked from their site
• Claimed an additional spot on page 1
http://loudclick.net/images/Microsites%202.jpg
@aaronfriedman
Short Answer,Yes… But
http://www.worldipreview.com/media/image/least-resistance-620.jpg
@aaronfriedman
“Kravis, who admitted that he has Facebook and Twitter accounts but doesn’t use them”
- Henry KravisKKR Private Equity
Source: http://fortune.com/2015/07/13/kkr-co-ceo-unicorns/
@aaronfriedman
RecapInformation Collection(Turning it into data)
How Google Thinks in Templates
Opportunities When You Are the Outlier
Think of Google as an Organized System◦ We give them too much credit sometimes
Templates are Different - Not all content can rank
◦ Identify what is possible and what isn’t based on: ◦ Historical Analysis
◦ Peer analysis
The path of least resistance.◦ Content you need is right in front of you
◦ Don’t fight the algorithm