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Aaron Friedman — ‘Google's Predictable Content Preference’

Distilled
November 18, 2015

Aaron Friedman — ‘Google's Predictable Content Preference’

Distilled

November 18, 2015
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  1. @aaronfriedman Agenda Information Collection (Turning it into data) How Google

    Thinks in Templates Opportunities When You Are the Outlier
  2. @aaronfriedman And Then of Course, 
 If You Are This

    Guy… SEND ALL REINFORCEMENTS ASAP!!!!
  3. @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--/
  4. @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.jpg https://drawception.com/pub/panels/2015/8-29/
  5. @aaronfriedman Are They Really Evil? Or Are They Just Machines?

    http://i4.photobucket.com/albums/y103/Mephisto216/
  6. @aaronfriedman Machines Are Just Machines. They Don’t Have Feelings Post:

    https://medium.com/@xtinem/does-that-new-self-driving-car-have-your-ethics- a5a3d45af26d https://growingyoungereachday.files.wordpress.com/2011/08/im-sorry.jpg Self Driving Car
  7. @aaronfriedman Tracking & Monitoring The dashboard tracks Google results daily,

    storing them in the cloud for real-time alerts and reports and later analysis.
  8. @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
  9. @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
  10. @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
  11. @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
  12. @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
  13. @aaronfriedman • Corporate Homepage • Knowledge Graph • Wikipedia •

    Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds
  14. @aaronfriedman • Corporate Homepage • Knowledge Graph • Wikipedia •

    Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds
  15. @aaronfriedman • Corporate Homepage • Knowledge Graph • Wikipedia •

    Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds
  16. @aaronfriedman • Corporate Homepage • Knowledge Graph • Wikipedia •

    Social Profiles • Related Searches • Search Suggest • News • Review Sites What Shows In Search Results? - Hedge Funds
  17. @aaronfriedman Well, of course all that stuff shows up... EXCEPT,

    WHEN YOU SEE TRENDS APPEARING ACROSS INDUSTRIES, YOU MIGHT BE SURPRISED?
  18. @aaronfriedman What do Asset Manager CEOs have in their results?

    Row Labels Corporate Owned Wikipedi a Exec Profile Other Role/ Involvemen t News Article Social Other Resemble r 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%
  19. @aaronfriedman What do Asset Manager CEOs have in their results?

    Row Labels Corporate Owned Wikipedi a Exec Profile Other Role/ Involvemen t News Article Social Other Resemble r 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%
  20. @aaronfriedman Row Labels Owned Wikipedia Authored Content Author Profile Media

    coverage Google Box Client 40% 10% 0% 0% 50% 0% Peer 1 40% 10% 20% 20% 0% 10% Peer 2 60% 10% 30% 0% 0% 0% Peer 3 30% 10% 20% 30% 0% 10% Peer 4 20% 10% 10% 20% 40% 0% Peer 5 30% 10% 0% 30% 20% 10% Peer 6 40% 10% 20% 20% 10% 0% Group Average 37% 10% 14% 17% 17% 4% What do Not for Profit Presidents have In their results?
  21. @aaronfriedman Row Labels Owned Wikipedia Authored Content Author Profile Media

    coverage Google Box Client 40% 10% 0% 0% 50% 0% Peer 1 40% 10% 20% 20% 0% 10% Peer 2 60% 10% 30% 0% 0% 0% Peer 3 30% 10% 20% 30% 0% 10% Peer 4 20% 10% 10% 20% 40% 0% Peer 5 30% 10% 0% 30% 20% 10% Peer 6 40% 10% 20% 20% 10% 0% Group Average 37% 10% 14% 17% 17% 4% What do Not for Profit Presidents have In their results?
  22. @aaronfriedman Case Study: Asset Manager Row Labels Corporate Owned Wikipedi

    a Exec Profile Other Role/ Involvemen t News Article Social Other Resemble r 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%
  23. @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.
  24. @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
  25. @aaronfriedman Case Study: Leverage the News Box Situation: • TV

    Producer. • Bad Divorce 6 years earlier. • 1 negative result ranking prominently in her results
  26. @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
  27. @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 &
  28. @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.
  29. @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 ☺
  30. @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
  31. @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.j
  32. @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.j
  33. @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.j
  34. @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
  35. @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