Linkdex think tank conference where Nick Garner talks about Google and online influence and how the consideration journey is heavily affected by what user see on Google
11. 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.
12. Search + trust
Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf
13. 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
14. Trust in search has affected buyer behaviour: ZMOT
We now use Google to ask
buyer questions:
●
●
●
●
reviews
analysis
trusted opinions
detail
15. 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 the information sources below as ‘Zero moment
of truth’ : ZMOT (odd name I know)
16. 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
18. Google kicks ass on monetization...PPC click share must be HUGE?!
ARPU Q2 2013
19. Not so...
PPC only accounts for about 7% of clicks. The other 93% of clicks go to natural search.
http://www.smartinsights.com/search-engine-optimisation-seo/seo-analytics/comparison-of-google-clickthrough-rates-by-position/
20. Keywords are mostly questions or implied questions.
BRAND AWARENESS
phones long battery life
smartphone reviews
iphone battery life
galaxy note 4 battery life
phones removable batteries
galaxy 4 prices
galaxy 4 spare battery
Cart
21. Now what?
Consideration is asking questions. Therefore
ask those consideration questions people will
ask of you.
Why should I buy your
[product/service] ?
?
23. 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
24. Come up with answers around your brand phrases
Customer reviews
Credible answers