Google Authorship - A Brief Introduction by Kate Dreyer

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This deck will outline the basics of Google Authorship, including: …

This deck will outline the basics of Google Authorship, including:

- What is Google authorship?
- How to implement authorship markup
- What the benefits of authorship are for SEO
- How brands can utilise authorship and publisher markup
- Tools to help you discover authoritative authors

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  • This deck will outline the basics of Google Authorship: What it is How to implement it What the benefits are for SEO How brands can utilise it Tools to help you discover authoritative authors
  • Authorship allows websites to publicly connect individual authors to their respective content across the web. Implementing authorship markup places an avatar next to your articles in Google search results. This increases click-through rate and makes your content look more authoritative and trusted.
  • Quote from Matt Cutts indicates that Google may use author information as a ranking signal in the future
  • We already know about PageRank – How Google uses who is linking to who to identify authoritative sites but now they will be adding AuthorRank to the mix.AuthorRank is the same, but uses individuals instead of websites. This could include who is retweeting who on Twitter, who is sharing who’s content on Google+ etc.
  • http://www.seomoz.org/blog/authorship-google-plus-link-building This combination of PageRank and AuthorRank creates AuthoredPageRank.SEOs expect that this will eventually become the way Google ranks web pages.
  • Currently, authorship is linked to an individual, not a brand or website.Google will only show your picture in search results if it is a headshot – No logos allowedRel=publisher can be used, but only shows information box in sidebarWe expect that Google will eventually expand the publisher tag and show logos in search results, with author images at the moment
  • In the meantime, brands can do a couple of things to make the most of authorship:Guest blogging on other sites. This will get your content noticed by more people and build up the author’s authority, improving the brands authority at the same time.Use a spokesperson for the brand – this could be difficult if you have a big brand, but you could be creative and use your company mascot or the CEO.
  • The AuthorCrawler tool crawls links to a domain and find out who is linking to your site. This is great for discovering the thought leaders in your industry. You can use this knowledge to build relationships - Tweet your content to the biggest influencers or ask them to guest post on your site.
  • Linkdex also has a great section where you can find people who have linked to your content. It displays where they have linked to you from their site as well as the authors details including Twitter, Facebook, LinkedIn and Google+ profiles as well as email addresses. This is great for relationship building
  • Example of what Linkdex can tell you about the authors who have linked to you

Transcript

  • 1. AuthorshipA Brief Introduction
  • 2. What is Authorship?• Authorship allows websites to publicly connect individual authors to their respective content across the web 2
  • 3. Google likes it… "We hope to use this information, and any information, as a ranking signal at Google…Wed want to get information on the credibility of authors, from all kinds of sources, and eventually well use that in ranking." 3
  • 4. Implementation Single Author Sites • <a rel="author" ref="https://profiles.google.com/109412257237874861202"> About Matt Cutts</a> • Add your blog URL to the Links section of your Google Profile Multiple Author Sites • Create an author page (page about author on the same domain as the content page) • Link content to the author page, and author page to Google+ profile. • <a rel="author" href="../authors/mattcutts">Matt Cutts</a> • Author pages on other sites: <a rel="me" href="http://mattcutts.com">Read more about Matt</a>http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1229920 4
  • 5. So, how does it affect SEO? 5
  • 6. PageRank AuthorRank X 6http://www.seomoz.org/blog/authorship-google-plus-link-building
  • 7. AuthoredPageRank= 7
  • 8. …bigger than Panda and Penguin? 8
  • 9. Searchers Trust Faces• Easier for users to find high quality content• Snippets with images are eye catching• Smaller sites can compete with big brands• More clicks for your site! 9
  • 10. But… 10
  • 11. Individuals not brands • <a rel="publisher" ref=https://profiles.google.com/109412257237874861202 /> • Add your site URL to your Google+ business page using ‘Add your site’ in settings menu • Authority and reputation is linked to an individual, not a website • You can use rel=“publisher” but it only shows for branded searches • Google is expected to roll out improvements to this next year 11http://www.vervesearch.com/blog/seo/how-to-implement-the-relpublisher-google-authorship-mark-up/
  • 12. What can brands do?• Guest blogging• Using a spokesperson for your brand 12
  • 13. The future…“We need a shift in our mindset from where weare getting links from to who we are gettinglinks from. We need to still do the traditionalstuff, sure, but we need to ask start thinkingabout ‘who’ more and more.” 13
  • 14. Tool - AuthorCrawlerhttp://www.tomanthony.co.uk/tools/author-crawler/ 14
  • 15. Tool - Linkdex The blogger’s site Their social profiles & email address Which sites they are linking to Blog posts linking to site 15
  • 16. Blogger Outreach - Linkdex 16