The document discusses online reputation and the "right to be forgotten" ruling. It notes that Google search results are highly trusted sources of information for many users. The right to be forgotten allows EU citizens to request the removal of certain links from search results. This is both positive for data protection but also raises issues around censorship and rewriting history. Managing online reputation is important for both individuals and brands as people increasingly use search engines like Google to research products and services during consideration.

1. You are what Google says you are
Nick Garner. CEO, 90 Digital
Jackie Hole - Correspondent State of Digital
See this at 90digital.com/blog

2. An equation for online reputation
Right/Wrong: Content | Time | Source | Influence
=
Reputation

3. Trust

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. What do a Spanish Lawyer
& a One Direction Fan have
in common?

8. Reputation is a big deal! Google EU & Right to be forgotten...

10. What IS The ‘Right To Be Forgotten’?
The ‘Right To Be Forgotten’ is a European
ruling that allows EU citizens to have links
removed from search results that they find
‘objectionable’.
“...Google must delete "inadequate,
irrelevant or no longer relevant" data from
its results when a member of the public
requests it.…”

11. Where It All Began
Mario Costeja González
[ smug mode enabled ]

12. The ‘Contentious’ Content
Mario Costeja González

13. A Great Day for the Internet?
#FuckUpsBegone™

14. Why is this a good thing?
● A step in the right direction for Data
Protection
● You can erase or at least hide youthful
(and other) mistakes
● Data obtained without you being told
about it from a real person
● Other people’s photographs
● Leaked Footage – Data Protection Act (UK)
Q: Why are ‘Drunken Pirate’ Pictures a
bad idea for personal profiles?
A: Because they Arrrrrrrrrrrrrrrrrrrrr

16. Why is this a bad thing?
● What ‘should’ people have the right to
know?
● Who decides what does and doesnt have
the ‘Right to be forgotten’?
● Will Requests show up on background
checks?
● Online Reputation Management Abuse
● Re-writing of history - we have a right to
remember
#censorship

17. Is it a waste of time?
● How is it even manageable?
● We are used to sharing our lives anyway
so who actually cares?

18. Lets look at a train wreck for lolz
#protestFAIL

19. The Circle of Internet Life

20. Money + Happy users = $$$ for Google

21. Google More Adwords + happy users = more $$$$$$$$

22. 50 shades of blue = $200,000,000
Google's commitment to data-driven decisions
is well reported, and the company has been
ridiculed for the "50 shades of blue" episode,
when then Google executive Marissa Meyer led
a project testing the impact of using different
coloured links in ads.
But a new insight proves that the company
significantly benefitted from the experiment, to
the tune of $200m.

23. Examples

24. Money
Reputation /
Indirect money

25. The only organic results competing with Adwords...
‘Galaxy note 3’
Reputation /
Indirect money

26. Question
Out of 100 clicks on Google, what is the
ratio of paid to organic clicks?

27. By the way...
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/

28. Search Behaviour

29. In the UK 90% of us use:

30. We as Google questions
Consideration is asking questions.
As a brand or individual, answer those questions.
Why should I buy your [product/service] ?
Why should I employ you?
Why should I do business with you?

31. 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

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

33. 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)

34. 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

35. ZMOT influence heatmaps

36. Your No1 consideration phrase...
BRAND

37. Brand is…
The ‘identifier’ others associate you with when thinking or looking for you...
Me ! My Agency!

38. 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

39. Lets look at a train wreck for lolz

40. Face cream, because I’m worth it!

41. Creme De La Mer | £1300 / 500ml | Nivea Creme £7.22 / 500ml
500ml Evian
Suspect
reviews
by the
way...

42. Brand Phrases = Biggest traffic to their sites

43. Nivea Performed Best
“Nivea has performed best”

44. Creme de la Mer

45. Nivea Creme

46. Searches/M : Nivea Creme 14,800 | Creme de la Mer 27,100

47. Throw money at it! (the problem will go away)
Cremedelamer.co.uk - 65.36% Organic 34.64%
Nivea - Ads 8.51% Organic 91.49%

48. Phrase mentions over time

49. Fix a problem

50. Shoes

52. Nike Sweatshops
;-)

53. Creme de la mer - a fix

54. Linkplanner data for creme de la mer

55. Recipe
To rank top 5 for KW ‘creme de la mer’, I will need:
● A placement on a domain with a trust flow of at least 50
● 20 referring domains spread over 2 months
o 10 @ TF 20 - 29
o 5 @ TF 30 - 39
o 3 @ TF 30 - 39
o 2 @ TF 40 +

56. Says nice things, but not strong enough domain

57. Total Beauty - great domain, onsite needs changing, too US focused

58. Harpers Bazaar - UK centered, high TF / CF
The subdomain has good TF and ranks well in the UK.
They have already done some work with Creme de la
mer, so I would organise a ‘user test’ with a selected
panel of women and get some strong ‘social proof’ this
stuff works and then make sure the onsite SEO works and
then get my 20 referring domains and rank this!

59. Conclusion (see the presentation on 90digital.com/blog)
● Users trust Google, thats why ‘right to be
forgotten’ is so important.
● Doing well on Google is extending into
‘consideration phrases’
● Brands can lift their ‘online story’ to improve
conversions
● Or if there is a ‘train wreck’, they can reduce the
negative impact of the results
● Reputation is SEO & PR tied together
● As SEO gets tougher and tougher, reputation wil
progressively be more attractive to brands
Nick.Garner@90digital.com
Thanks!

60. Nick.Garner@90digital.com
Thanks!

62. The ‘Right To Be Forgotten’
Jackie Hole, MD, 22M