Search love 2015 - Google's Predictable Content Preference - Aaron Friedman

@aaronfriedman

Google's Predictable Content PreferenceAaron Friedman

@aaronfriedman

Who Thinks Google Is Perfect?BECAUSE THEY AREN’T

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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

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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

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Agenda

Information Collection(Turning it into data)

How Google Thinks in Templates

Opportunities When You Are the Outlier

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What Does Google WantWORLD DOMINANCE?

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In Larry Page’s Own Words

Source: http://www.google.com/about/company/products/

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Well, First of All…

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Second,Intent Is Tough

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• Fruit

• Color

• Internet

• Data Mining

• TV Show

Second,Intent Is Tough

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And Then of Course, If You Are This Guy…SEND ALL REINFORCEMENTS ASAP!!!!

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Bubble Gum man

http://ak-hdl.buzzfed.com/static/enhanced/webdr06/2013/6/7/16/enhanced-buzz-8395-1370635812-2.jpg

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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

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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

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Are They Really Evil? Or Are They Just Machines?

http://i4.photobucket.com/albums/y103/Mephisto216/NoHeart.jpg

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Machines Are Just Machines. They Don’t Have FeelingsPost: https://growingyoungereachday.files.wordpress.com/2011/08/im-sorry.jpg

Self Driving Car

https://medium.com/@xtinem/does-that-new-self-driving-car-have-your-ethics-a5a3d45af26d

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They Have An Algorithim

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Choices

http://www.hidefia.com/wp-content/uploads/2014/12/Morpheus-Red-Blue-Pills-HD-Wallpaper-1024x640.jpg?timestamp=1442779629

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THAT’S WHERE REPUTATION MANAGEMENT COMES INWE THINK FAR BEYOND JUST CLIENT SITES

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This is SEO

This is Reputation Management

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Work With the Algorithm(not against)

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Starting With Information CollectionTRACKING RESULTS DAILY, TURNING THIS INFORMATION INTO DATA

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http://i1214.photobucket.com/albums/cc494/JeremiedPWI/Washing_Machine_Self_Destructs_REMIX_SHORT.gif

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Birth of IMPACT Dashboard

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Tracking & Monitoring

The dashboard tracks Google results daily, storing them in the cloud for real-time alerts and reports and later analysis.

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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

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Research Study on Hedge FundsANATOMY OF A SEARCH RESULT

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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

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• 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

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- Hedge Funds

38% have Wikipedia at average position 4.41

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- Hedge Funds

74% have Linked on page 1

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- Hedge Funds

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Well, of course all that stuff shows up...

EXCEPT, WHEN YOU SEE TRENDS APPEARING ACROSS INDUSTRIES, YOU MIGHT BE

SURPRISED?

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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!

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Template Differences

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Are Vastly Different Than Other Industries

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Um… who cares?YOU CARE IF YOU ARE THIS GUY

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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%

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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?

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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

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So what do I do with this information?

START FIXING YOUR CLIENT ’S PROBLEMS

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Changes How you Look at Content MarketingIt’s practically anything

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Remember That Asset Manager?CASE STUDY TIME!

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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%

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• Worked with PR firm to create the profile and get the placement

• Made the connection in Crunchbase, G+, and corporate website.

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• 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

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Case Study: Leverage the News BoxSituation:• TV Producer. • Bad Divorce 6 years earlier. • 1 negative result ranking

prominently in her results

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prominently in her results• News Box was displacing the

negative results

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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

&

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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.

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• Frequency Report shows everyone has a Guidestar Profile

• They did too, but it wasn’t gold

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• 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

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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

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• Peer analysis showed a secondary microsite for their charity.

• Client had one, but it was a sub directory on their site.


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• 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


@aaronfriedmanhttp://pop.h-cdn.co/assets/15/23/1433531619-biff.gif

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Can You Change A Template?

OH, THAT ’S A GOOD QUESTION…

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Short Answer,Yes… But

http://www.worldipreview.com/media/image/least-resistance-620.jpg

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“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

@aaronfriedman

Thank You!

[email protected]@aaronfriedman

Aaron FriedmanDirector of Innovation

Search love 2015 - Google's Predictable Content Preference - Aaron Friedman

Marketing

Transcript of Search love 2015 - Google's Predictable Content Preference - Aaron Friedman