Why AuthorRank is the Future of SEO

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Instructed by Chad Pollitt and Steven Shattuck.

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  • AuthorRank isn’t here yet.
  • The idea for AuthorRank has been patented by Google
  • AuthorRank sounds magical and wonderful, but will it ever be real?
  • This is a SERP for “how to build a raised garden bed.” Which looks more appealing? More authoritative? Increased CTR!
  • Biggest benefit is that it empowers authors and encourages content production
  • Biggest benefit is that it empowers authors and encourages content production
  • Why AuthorRank is the Future of SEO

    1. 1. Why AuthorRank is the future of SEO
    2. 2. Introductions » CHAD POLLITT Director of Marketing, Slingshot SEO @ChadPollitt STEVEN SHATTUCK Community Manager, Slingshot SEO @StevenShattuck @StevenShattuck | @ChadPollitt
    3. 3. Agenda » » The Evolution of SEO » Agent Rank & AuthorRank » History » SEO Implications » Predictions » Google Authorship » Impact » Benefits » Setup Instructions & Best Practices @StevenShattuck | @ChadPollitt
    4. 4. The Evolution of SEO @StevenShattuck | @ChadPollitt
    5. 5. @StevenShattuck | @ChadPollitt
    6. 6. @StevenShattuck | @ChadPollitt SEO YESTERDAY
    7. 7. @StevenShattuck | @ChadPollitt SEO TODAY
    8. 8. @StevenShattuck | @ChadPollitt SEO TOMORROW?
    9. 9. AuthorRank @StevenShattuck | @ChadPollitt
    10. 10. @StevenShattuck | @ChadPollitt
    11. 11. AuthorRank » brief history “The identity of individual agents responsible for content can be used to influence search ratings.” “Assuming that a given agent has a high reputational score, representing an established reputation for authoring valuable content, then additional content authored and signed by that agent will be promoted relative to unsigned content or content from less reputable agents in search results.” - “Agent Rank” patent, 2005/2009 @StevenShattuck | @ChadPollitt
    12. 12. AuthorRank » brief history “We know that great content comes from great authors, and we’re looking closely at ways this markup could help us highlight authors and rank search results.” - Othar Hansson (Software Engineer, Google) @StevenShattuck | @ChadPollitt
    13. 13. » AuthorRank is a desired ranking factor » Google plans to take content quality and writer authority into account » Content without established authorship may be at a disadvantage this means » @StevenShattuck | @ChadPollitt
    14. 14. AuthorRank » this means “Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.” - Eric Schmidt (Executive Chairman, Google) @StevenShattuck | @ChadPollitt
    15. 15. AuthorRank » who will it hurt » Outsourced authors / content @StevenShattuck | @ChadPollitt
    16. 16. AuthorRank » who will it hurt » Outsourced authors / content » Pseudonyms / pen names / ghost writers @StevenShattuck | @ChadPollitt
    17. 17. AuthorRank » who will it hurt » Outsourced authors / content » Pseudonyms / pen names / ghost writers » Plagiarizers @StevenShattuck | @ChadPollitt
    18. 18. AuthorRank » who will it hurt » Outsourced authors / content » Pseudonyms / pen names / ghost writers » Plagiarizers » Anonymous / corporate publishers @StevenShattuck | @ChadPollitt
    19. 19. AuthorRank » who will it hurt » Outsourced authors / content » Pseudonyms / pen names / ghost writers » Plagiarizers » Anonymous / corporate publishers » New bloggers @StevenShattuck | @ChadPollitt
    20. 20. @StevenShattuck | @ChadPollitt
    21. 21. AuthorRank » will it come true? Probably. » Google already considers other similar ranking signals @StevenShattuck | @ChadPollitt
    22. 22. AuthorRank » will it come true? Probably. » Google already considers other similar ranking signals » AuthorRank is a natural evolution of the social graph @StevenShattuck | @ChadPollitt
    23. 23. AuthorRank » will it come true? Probably. » Google already considers other similar ranking signals » AuthorRank is a natural evolution of the social graph » Authors who publish regularly and are seen as authoritative deserve to be rewarded @StevenShattuck | @ChadPollitt
    24. 24. Google Authorship @StevenShattuck | @ChadPollitt
    25. 25. Authorship » what is it? » Google Authorship ties authors to their content @StevenShattuck | @ChadPollitt
    26. 26. Authorship » what is it? » Google Authorship ties authors to their content » Established Google Authorship is a requisite to building AuthorRank @StevenShattuck | @ChadPollitt
    27. 27. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field @StevenShattuck | @ChadPollitt
    28. 28. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field @StevenShattuck | @ChadPollitt
    29. 29. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field 2 » Add rel=author tag to blog Test using the Structured Data Testing Tool: @StevenShattuck | @ChadPollitt
    30. 30. Authorship » rich snippets @StevenShattuck | @ChadPollitt
    31. 31. Authorship » benefits » Increased visibility in SERPs @StevenShattuck | @ChadPollitt
    32. 32. Authorship » benefits » Increased visibility in SERPs @StevenShattuck | @ChadPollitt
    33. 33. Authorship » benefits » Increased visibility in SERPs » Higher CTR? @StevenShattuck | @ChadPollitt
    34. 34. Authorship » benefits » Increased visibility in SERPs » Higher CTR? » Socializes content @StevenShattuck | @ChadPollitt
    35. 35. Authorship » benefits » Increased visibility in SERPs » Higher CTR? » Socializes content » AuthorRank (someday) @StevenShattuck | @ChadPollitt
    36. 36. @StevenShattuck | @ChadPollitt
    37. 37. Authorship » encourages production » Places ownership over content @StevenShattuck | @ChadPollitt
    38. 38. Authorship » encourages production » Places ownership over content » Helps build author’s personal brand and authority @StevenShattuck | @ChadPollitt
    39. 39. Authorship » encourages production » Places ownership over content » Helps build author’s personal brand and authority » Creates content champions @StevenShattuck | @ChadPollitt
    40. 40. Authorship » author stats @StevenShattuck | @ChadPollitt
    41. 41. @StevenShattuck | @ChadPollitt
    42. 42. Authorship » concerns » What if an employee leaves? @StevenShattuck | @ChadPollitt
    43. 43. Authorship » concerns » What if an employee leaves? » Multiple authors? @StevenShattuck | @ChadPollitt
    44. 44. Authorship » concerns » What if an employee leaves? » Multiple authors? » Other search engines? @StevenShattuck | @ChadPollitt
    45. 45. What You Need To Do About It Now @StevenShattuck | @ChadPollitt
    46. 46. Action Steps » » Establish Google Authorship for all authors » Even former employees and inactive contributors! @StevenShattuck | @ChadPollitt
    47. 47. Action Steps » » Establish Google Authorship for all authors » Even former employees and inactive contributors! » Create high-quality content @StevenShattuck | @ChadPollitt
    48. 48. Action Steps » » Establish Google Authorship for all authors » Even former employees and inactive contributors! » Create high-quality content » Monitor SERPs for authorship rich snippets @StevenShattuck | @ChadPollitt
    49. 49. Action Steps » » Establish Google Authorship for all authors » Even former employees and inactive contributors! » Create high-quality content » Monitor SERPs for authorship rich snippets » Encourage internal contributors @StevenShattuck | @ChadPollitt
    50. 50. Action Steps » » Establish Google Authorship for all authors » Even former employees and inactive contributors! » Create high-quality content » Monitor SERPs for authorship rich snippets » Encourage internal contributors » Analyze author stats in Webmaster Tools @StevenShattuck | @ChadPollitt
    51. 51. To Summarize @StevenShattuck | @ChadPollitt
    52. 52. To Summarize » » AuthorRank isn’t here yet, but it will be @StevenShattuck | @ChadPollitt
    53. 53. To Summarize » » AuthorRank isn’t here yet, but it will be » AuthorRank won’t be a magic bullet @StevenShattuck | @ChadPollitt
    54. 54. To Summarize » » AuthorRank isn’t here yet, but it will be » AuthorRank won’t be a magic bullet » Google Authorship is not the same as AuthorRank @StevenShattuck | @ChadPollitt
    55. 55. To Summarize » » AuthorRank isn’t here yet, but it will be » AuthorRank won’t be a magic bullet » Google Authorship is not the same as AuthorRank » Google Authorship can benefit your marketing efforts today and prepare you for AuthorRank @StevenShattuck | @ChadPollitt
    56. 56. Resources and Authorities » » AJ Kohn “AuthorRank could be more disruptive than all of the Panda updates combined.” » Mike Arnesen How to Prepare for Author Rank and Get the Jump on Google » Slides Why AuthorRank is the Future of SEO - bit.ly/slingshotauthorrank @StevenShattuck | @ChadPollitt
    57. 57. @StevenShattuck | @ChadPollitt

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