Getting your site to rank is obviusly important. But what about the rest of the search results? Google has a preference towards certain types of content that it would even entertain showing in a search result for your brand. In order to make te most of this, content marketing has to extend outside your fully controlled domains. The best places to extend into depend on the vertical you are in. Using this knowledge to look at ways to create sustainable content marketing campaigns that actually work for the client.
3. @aaronfriedman
Let’s Talk About Fair
IS THIS FAIR?
http://cdn.theatlantic.com/static/mt/assets/food/MedRobots-Post.jpg
http://i1.wp.com/venturebeat.com/wp-content/uploads/2013/12/doctor-robot.jpg?fit=780%2C9999
21. @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
22. @aaronfriedman
Is
This
Really
Fair?
(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
23. @aaronfriedman
Are They Really Evil? Or Are They Just Machines?
http://i4.photobucket.com/albums/y103/Mephisto216/NoHeart.jpg
24. @aaronfriedman
Machines Are Just Machines. They Don’t Have Feelings
Post:
https://growingyoungereachday.files.wordpress.com/2011/08/im-sorry.jpg
Self Driving Car
40. @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
42. @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
43. @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
44. @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
45. @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
46. @aaronfriedman
• Corporate Homepage
• Knowledge Graph
• Wikipedia
• Social Profiles
• Related Searches
• Search Suggest
• News
• Review Sites
What
Shows In
Search
Results?
- Hedge Funds
47. @aaronfriedman
• Corporate Homepage
• Knowledge Graph
• Wikipedia
• Social Profiles
• Related Searches
• Search Suggest
• News
• Review Sites
What
Shows In
Search
Results?
- Hedge Funds
48. @aaronfriedman
• Corporate Homepage
• Knowledge Graph
• Wikipedia
• Social Profiles
• Related Searches
• Search Suggest
• News
• Review Sites
What
Shows In
Search
Results?
- Hedge Funds
49. @aaronfriedman
• Corporate Homepage
• Knowledge Graph
• Wikipedia
• Social Profiles
• Related Searches
• Search Suggest
• News
• Review Sites
What
Shows In
Search
Results?
- Hedge Funds
50. @aaronfriedman
Well, of course all that
stuff shows up...
EXCEPT, WHEN YOU SEE
TRENDS APPEARING ACROSS
INDUSTRIES, YOU MIGHT BE
SURPRISED?
63. @aaronfriedman
Case Study: Asset Manager
Row Labels
Corporate
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%
64. @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.
65. @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
66. @aaronfriedman
Case Study: Leverage the News Box
Situation:
• TV Producer.
• Bad Divorce 6 years earlier.
• 1 negative result ranking
prominently in her results
67. @aaronfriedman
Case Study: Leverage the News Box
Situation:
• TV Producer.
• Bad Divorce 6 years earlier.
• 1 negative result ranking
prominently in her results
• News Box was displacing the
negative results
68. @aaronfriedman
Case Study: Leverage the News Box
Situation:
• 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
&
69. @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.
70. @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
71. @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
72. @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
73. @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
74. @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
78. @aaronfriedman
“Kravis, who admitted that he
has Facebook and Twitter
accounts but doesn’t use them”
- Henry Kravis
KKR Private Equity
Source: http://fortune.com/2015/07/13/kkr-co-ceo-unicorns/
79. @aaronfriedman
Recap
Information 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