This is the slidedeck from this morning’s CIPR North-East Google+ session in Newcastle.
The session explored how Google has changed its search algorithm over the last 18-months coupled with the launch of Google+ and Author Rank.
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CIPR North-East: Google+ and Author Rank
1. Welcome to the CIPR North East
Google+ and Author Rank
#ciprne
Chris Taylor
Chair, CIPR North East
@dtwchris
2. An update on future events and training workshops
• 19 June CIPR Northern Conference
• 22 May PRide awards briefing
• 3 Oct North East PRide awards
CIPR Training Workshops:
• 11 Jul Stakeholder engagement
• 20 Sep Social media – advanced
3. Today’s event
Google+ and Author Rank
Stephen Waddington
European Digital and Social Media Director
Ketchum PR
@wadds
6. 6 | 10.05.13
“To organize the world’s information and make it
universally accessibly and useful.”
Google’s Vision
#CIPRsm
7. 7 | 10.05.13
• Google has a near monopoly on search. More
than 80% of Internet searches start with a Google
query.
• SEO market in UK worth $3bn (2011); and
$16.6bn (2010) – source: econsultancy.
• Social signals have an increasingly higher
weighting on search results.
• Mobile search rising making location content a
growing source of traffic.
A Second Chance for PR
#CIPRsm
8. 8 | 10.05.13
• Google wants to deliver relevant search results
based on human trust and authority.
• History: links to determine trust and authority in
the past was only a proxy for the real thing and
was easily manipulated.
• Product updates in the last 18-month seek to
mimic human behaviour and stop abuse
• social signals = trust
• authority = real people
Google‘s Purpose
#CIPRsm
9. 9 | 10.05.13
• February 2011 – Panda tackles content farms
• September 2011 – Google+
• April 2012 – Penguin hits low quality and spam
links
• September 2012 – Google Author Rank
Google Product History
#CIPRsm
20. 20 | 10.05.13
• Google Author Rank is an online identity system
that sits at the heart of the recent changes to
Google‘s Search Algorithm
Google Author Rank
#CIPRsm
23. 23 | 10.05.13
• Drive owned and social content up natural search
results
• Brand pages: start building relationships with
audiences via Google+
• Implement author tags and +1 buttons on web
sites
• Engagement via Communities and Hangouts
Opportunity for Brands
#CIPRsm
24. 24 | 10.05.13
• Facebook debate is a distraction: Google+
connects with topics; and Facebook with people.
• Google+ Community’s are disruptive to forums
and blogs for search.
Other Google+ Features
Communities #CIPRsm
25. 25 | 10.05.13
• Video chat up with up to nine people face-to-face.
• Share content publicly via YouTube to keep the
conversation going.
Other Google+ Features
Google Hangout #CIPRsm