Google & Online Influence

Nick Garner CEO 90 Digital

What is influence?

“A power affecting a person, thing, or course of events, especially one that operates without any direct or apparent effort”

An equation for online influence

Right content

+

Right time

+

Right place

=

Trust & Influence

What if you could steer influence easily?

Where is influence you can steer?

It’s said social is influential because we spend a lot of time there

But people don't usually buy directly through social.

And the Quarterly ARPU proves this

ARPU Q2 2013

Imagine where people ‘tell’ you they want influencing?

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.

Search + trust

Source: Pew Internet | http://pewinternet.org/~/media/Files/Reports/2012/PIP_Search_Engine_Use_2012.pdf

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

Trust in search has affected buyer behaviour: ZMOT

We now use Google to ask buyer questions:

● reviews● analysis● trusted opinions● detail

The results were very interestingGoogle 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)

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

ZMOT influence heatmaps

Google kicks ass on monetization...PPC click share must be HUGE?!

ARPU Q2 2013

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/

Keywords are mostly questions or implied questions.BRAND AWARENESS

phones long battery lifesmartphone reviews

iphone battery lifegalaxy note 4 battery lifephones removable batteries

galaxy 4 pricesgalaxy 4 spare battery

Cart

Now what?

Consideration is asking questions. Therefore ask those consideration questions people will ask of you.

Why should I buy your [product/service] ? ?

Your No1 consideration phrase...

BRAND

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

Come up with answers around your brand phrases

Customer reviews Credible answers

Rank ‘answers’ on brand

Come up with answers on other consideration phrases

Customer reviews Expert opinions

Rank on consideration phrases

RecapPositively Influence consideration and you will:

● sell stuff● build reputation● improve WOM

http://90digital.com/blog

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