Aaron Friedman — ‘Google's Predictable Content Preference’ - Speaker Deck

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@aaronfriedman Google's Predictable Content Preference Aaron Friedman

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@aaronfriedman Who Thinks Google Is Perfect? BECAUSE THEY AREN’T

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@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?

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@aaronfriedman https://blog.zirtual.com/wp-content/uploads/2015/05/robot.jpg Sometime s Machines Make Decisions That Just Aren’t Fair

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@aaronfriedman http://i.huffpost.com/gen/1095060/images/o-ROBOTS-HUMANS- facebook.jpg Machines Have to Categorize you Into a Box

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@aaronfriedman http://36.media.tumblr.com/01b34a0ca5e7bb6945d1ae1bec53c4a8/ Work With Machines, Within These Boxes

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@aaronfriedman Agenda Information Collection (Turning it into data) How Google Thinks in Templates Opportunities When You Are the Outlier

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@aaronfriedman

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@aaronfriedman What Does Google Want WORLD DOMINANCE?

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@aaronfriedman In Larry Page’s Own Words Source: http://www.google.com/about/company/ products/

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@aaronfriedman Well, First of All…

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@aaronfriedman Second,  Intent Is Tough

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@aaronfriedman • Fruit • Color • Internet • Data Mining • TV Show Second,  Intent Is Tough

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@aaronfriedman • Fruit • Color • Internet • Data Mining • TV Show Second,  Intent Is Tough

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@aaronfriedman • Fruit • Color • Internet • Data Mining • TV Show Second,  Intent Is Tough

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@aaronfriedman • Fruit • Color • Internet • Data Mining • TV Show Second,  Intent Is Tough

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@aaronfriedman • Fruit • Color • Internet • Data Mining • TV Show Second,  Intent Is Tough

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@aaronfriedman And Then of Course,   If You Are This Guy… SEND ALL REINFORCEMENTS ASAP!!!!

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@aaronfriedman Bubble Gum man http://ak-hdl.buzzfed.com/static/enhanced/ webdr06/2013/6/7/16/enhanced- buzz-8395-1370635812-2.jpg

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@aaronfriedman

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@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--/

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@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/

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@aaronfriedman Are They Really Evil? Or Are They Just Machines? http://i4.photobucket.com/albums/y103/Mephisto216/

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@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

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@aaronfriedman They Have An Algorithim

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@aaronfriedman Choices http://www.hidefia.com/wp-content/uploads/2014/12/Morpheus-Red-Blue-Pills-HD-Wallpaper-1024x640.jpg?

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@aaronfriedman THAT’S WHERE REPUTATION MANAGEMENT COMES IN WE THINK FAR BEYOND JUST CLIENT SITES

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@aaronfriedman This is SEO This is Reputation Management

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@aaronfriedman Work With the Algorithm (not against)

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@aaronfriedman Starting With Information Collection TRACKING RESULTS DAILY, TURNING THIS INFORMATION INTO DATA

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@aaronfriedman

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@aaronfriedman

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@aaronfriedman

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@aaronfriedman

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@aaronfriedman

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@aaronfriedman

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@aaronfriedman http://i1214.photobucket.com/albums/cc494/JeremiedPWI/ Washing_Machine_Self_Destructs_REMIX_SHORT.gif

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@aaronfriedman Birth of IMPACT Dashboard

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@aaronfriedman Tracking & Monitoring The dashboard tracks Google results daily, storing them in the cloud for real-time alerts and reports and later analysis.

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@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

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@aaronfriedman Research Study on Hedge Funds ANATOMY OF A SEARCH RESULT

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@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

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@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

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@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

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@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

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

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

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

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

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@aaronfriedman Well, of course all that stuff shows up... EXCEPT, WHEN YOU SEE TRENDS APPEARING ACROSS INDUSTRIES, YOU MIGHT BE SURPRISED?

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@aaronfriedman Different Templates For Different Industries http://www.noisefestival.com/sites/default/files/imagecache/work/Robot%20workshops%20a4%20bodies.jpg Make your own Robot to Rule the world!

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@aaronfriedman Template Differences

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@aaronfriedman Are Vastly Different Than Other Industries

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@aaronfriedman Um… who cares? YOU CARE IF YOU ARE THIS GUY

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@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%

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@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%

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@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?

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@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?

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@aaronfriedman Oh…. Woah…. http://4.bp.blogspot.com/-8qa23jbLLGM/U4XVw_lFXnI/AAAAAAAAJ_U/5z_kKjaoV8g/s1600/ or7.jpg Look for Better image http://24.media.tumblr.com/ tumblr_lfxagmwRKs1qgipwuo1_500.gif

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@aaronfriedman So what do I do with this information? START FIXING YOUR CLIENT’S PROBLEMS

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@aaronfriedman Changes How you Look at Content Marketing It’s practically anything

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@aaronfriedman Remember That Asset Manager? CASE STUDY TIME!

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@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%

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@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.

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@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

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@aaronfriedman Case Study: Leverage the News Box Situation: • TV Producer. • Bad Divorce 6 years earlier. • 1 negative result ranking prominently in her results

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@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

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@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 &

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@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.

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@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 ☺

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@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

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@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

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@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

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@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

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@aaronfriedman http://pop.h-cdn.co/assets/15/23/1433531619-biff.

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@aaronfriedman Can You Change A Template? OH, THAT’S A GOOD QUESTION…

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@aaronfriedman Short Answer,  Yes… But  http://www.worldipreview.com/media/image/least-

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@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

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@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

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@aaronfriedman Thank You! [email protected] @aaronfriedman Aaron Friedman Director of Innovation