Welcome to the CIPR North East

Google+ and Author Rank

#ciprne

Chris TaylorChair, CIPR North East

@dtwchris

An update on future events and training workshops

• 19 June CIPR Northern Conference• 22 May PRide awards briefing• 3 Oct North East PRide awards

CIPR Training Workshops:

• 11 Jul Stakeholder engagement• 20 Sep Social media – advanced

Today’s event

Google+ and Author Rank

Stephen Waddington

European Digital and Social Media Director

Ketchum PR

@wadds

May 10, 2013

5 | 18.04.23

Stephen Waddington@wadds

Google+ and Author Rank#CIPRsm

6 | 18.04.23

“To organize the world’s information and make it universally accessibly and useful.”

Google’s Vision#CIPRsm

7 | 18.04.23

• Google has a near monopoly on search. More than 80% of Internet searches start with a Google query.

• SEO market in UK worth $3bn (2011); and $16.6bn (2010) – source: econsultancy.

• Social signals have an increasingly higher weighting on search results.

• Mobile search rising making location content a growing source of traffic.

A Second Chance for PR#CIPRsm

8 | 18.04.23

• Google wants to deliver relevant search results based on human trust and authority.

• History: links to determine trust and authority in the past was only a proxy for the real thing and was easily manipulated.

• Product updates in the last 18-month seek to mimic human behaviour and stop abuse

• social signals = trust

• authority = real people

Google‘s Purpose#CIPRsm

9 | 18.04.23

• February 2011 – Panda tackles content farms

• September 2011 – Google+

• April 2012 – Penguin hits low quality and spam links

• September 2012 – Google Author Rank

Google Product History#CIPRsm

10 | 18.04.23

Google+#CIPRsm

11 | 18.04.23

Google+#CIPRsm

12 | 18.04.23

Circles#CIPRsm

13 | 18.04.23

Circle view#CIPRsm

14 | 18.04.23

Sharing content with circles#CIPRsm

15 | 18.04.23

Analytics#CIPRsm

16 | 18.04.23

Analytics#CIPRsm

17 | 18.04.23

Google+ for Brands#CIPRsm

18 | 18.04.23

The New York Times#CIPRsm

19 | 18.04.23

H&M#CIPRsm

20 | 18.04.23

• Google Author Rank is an online identity system that sits at the heart of the recent changes to Google‘s Search Algorithm

Google Author Rank#CIPRsm

21 | 18.04.23

Linking content to Google+

Author tag

Link

#CIPRsm

22 | 18.04.23

Linking content to Google+#CIPRsm

23 | 18.04.23

• Drive owned and social content up natural search results

• Brand pages: start building relationships with audiences via Google+

• Implement author tags and +1 buttons on web sites

• Engagement via Communities and Hangouts

Opportunity for Brands#CIPRsm

24 | 18.04.23

• Facebook debate is a distraction: Google+ connects with topics; and Facebook with people.

• Google+ Community’s are disruptive to forums and blogs for search.

Other Google+ FeaturesCommunities #CIPRsm

25 | 18.04.23

• Video chat up with up to nine people face-to-face.

• Share content publicly via YouTube to keep the conversation going.

Other Google+ FeaturesGoogle Hangout #CIPRsm

26 | 18.04.23

Stephen Waddington@wadds

Google+ and Author Rank#CIPRsm

27 | 18.04.23

Contact

Stephen WaddingtonEuropean Director

Ketchum35-41 Folgate StreetLondonE1 6BXTelephone-No. +44 (0) 20 7611 3645Mobile-No. +44 (0) 7771 851407stephen.waddington@ketchum.comwww.ketchum.com

#CIPRsm