Presentation by Nick Garner - delivered at the Content Masterclass in Ravensbourne on 2nd May 2014.

1. Content Masterclass
Content , Trust & Google

2. It’s not what you say about you
It’s what others say about you
= trust in you

3. Trust & Google

4. 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.

5. 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

6. 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

7. Google = Questions

8. We ask Google questions

9. Search behaviour: Shopping

10. Trust in search has affected buyer behaviour: ZMOT
We now use Google to
ask buyer questions:
● reviews
● analysis
● trusted opinions
● detail

11. ZMOT (Online reputation)
We now use Google to
ask buyer questions:
● reviews
● analysis
● trusted opinions
● detail

12. 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

13. The results were very interesting
Google 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)

14. 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

15. ZMOT influence heatmaps

16. Now what?
Consideration is asking questions.
As a brand, answer those questions.
Why should I buy your
[product/service] ?

17. Your No1 consideration phrase...
BRAND

18. 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

19. You’re a brand if people mostly find you by ‘brand’
Percentage of search traffic for some brand keywords

20. Reviews

21. Impact of negative reviews
4-out-of-5 Consumers Reverse Purchase Decisions Based on Negative Online
Reviews
Source: Cone Communications

22. 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

23. Exercise: Lets look at some brand searches…
What could you rank to get more conversions?

24. Case Study

25. Creme De La Mer | £1300 / 500ml
500ml Evian
Suspect
reviews by
the way...

26. Creme de la Mer (Live Link)

27. Nivea Creme (Live Link)

28. Nivea Performed Best
“Nivea has performed best”

29. Nivia is catching up

30. Effect on Traffic: Google KW tool
Nivea Cream
Creme De La Mer
Daily Mail Story

31. Phrase mentions over time

32. 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

33. Recap

34. Recap
Positively Influence
consideration and you
will:
● sell stuff
● build reputation
● improve WOM

35. 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