Why AuthorRank is the Future of SEO
 

Why AuthorRank is the Future of SEO

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Instructed by Chad Pollitt and Steven Shattuck.

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 Why AuthorRank is the Future of SEO Presentation Transcript

  • Why AuthorRank is the future of SEO
  • Introductions » CHAD POLLITT Director of Marketing, Slingshot SEO @ChadPollitt STEVEN SHATTUCK Community Manager, Slingshot SEO @StevenShattuck @StevenShattuck | @ChadPollitt
  • Agenda » » The Evolution of SEO » Agent Rank & AuthorRank » History » SEO Implications » Predictions » Google Authorship » Impact » Benefits » Setup Instructions & Best Practices @StevenShattuck | @ChadPollitt
  • The Evolution of SEO @StevenShattuck | @ChadPollitt
  • @StevenShattuck | @ChadPollitt
  • @StevenShattuck | @ChadPollitt SEO YESTERDAY
  • @StevenShattuck | @ChadPollitt SEO TODAY
  • @StevenShattuck | @ChadPollitt SEO TOMORROW?
  • AuthorRank @StevenShattuck | @ChadPollitt
  • @StevenShattuck | @ChadPollitt
  • 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
  • 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
  • » 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
  • 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
  • AuthorRank » who will it hurt » Outsourced authors / content @StevenShattuck | @ChadPollitt
  • AuthorRank » who will it hurt » Outsourced authors / content » Pseudonyms / pen names / ghost writers @StevenShattuck | @ChadPollitt
  • AuthorRank » who will it hurt » Outsourced authors / content » Pseudonyms / pen names / ghost writers » Plagiarizers @StevenShattuck | @ChadPollitt
  • AuthorRank » who will it hurt » Outsourced authors / content » Pseudonyms / pen names / ghost writers » Plagiarizers » Anonymous / corporate publishers @StevenShattuck | @ChadPollitt
  • AuthorRank » who will it hurt » Outsourced authors / content » Pseudonyms / pen names / ghost writers » Plagiarizers » Anonymous / corporate publishers » New bloggers @StevenShattuck | @ChadPollitt
  • @StevenShattuck | @ChadPollitt
  • AuthorRank » will it come true? Probably. » Google already considers other similar ranking signals @StevenShattuck | @ChadPollitt
  • AuthorRank » will it come true? Probably. » Google already considers other similar ranking signals » AuthorRank is a natural evolution of the social graph @StevenShattuck | @ChadPollitt
  • 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
  • Google Authorship @StevenShattuck | @ChadPollitt
  • Authorship » what is it? » Google Authorship ties authors to their content @StevenShattuck | @ChadPollitt
  • Authorship » what is it? » Google Authorship ties authors to their content » Established Google Authorship is a requisite to building AuthorRank @StevenShattuck | @ChadPollitt
  • Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field @StevenShattuck | @ChadPollitt
  • Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field @StevenShattuck | @ChadPollitt
  • 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
  • Authorship » rich snippets @StevenShattuck | @ChadPollitt
  • Authorship » benefits » Increased visibility in SERPs @StevenShattuck | @ChadPollitt
  • Authorship » benefits » Increased visibility in SERPs @StevenShattuck | @ChadPollitt
  • Authorship » benefits » Increased visibility in SERPs » Higher CTR? @StevenShattuck | @ChadPollitt
  • Authorship » benefits » Increased visibility in SERPs » Higher CTR? » Socializes content @StevenShattuck | @ChadPollitt
  • Authorship » benefits » Increased visibility in SERPs » Higher CTR? » Socializes content » AuthorRank (someday) @StevenShattuck | @ChadPollitt
  • @StevenShattuck | @ChadPollitt
  • Authorship » encourages production » Places ownership over content @StevenShattuck | @ChadPollitt
  • Authorship » encourages production » Places ownership over content » Helps build author’s personal brand and authority @StevenShattuck | @ChadPollitt
  • Authorship » encourages production » Places ownership over content » Helps build author’s personal brand and authority » Creates content champions @StevenShattuck | @ChadPollitt
  • Authorship » author stats @StevenShattuck | @ChadPollitt
  • @StevenShattuck | @ChadPollitt
  • Authorship » concerns » What if an employee leaves? @StevenShattuck | @ChadPollitt
  • Authorship » concerns » What if an employee leaves? » Multiple authors? @StevenShattuck | @ChadPollitt
  • Authorship » concerns » What if an employee leaves? » Multiple authors? » Other search engines? @StevenShattuck | @ChadPollitt
  • What You Need To Do About It Now @StevenShattuck | @ChadPollitt
  • Action Steps » » Establish Google Authorship for all authors » Even former employees and inactive contributors! @StevenShattuck | @ChadPollitt
  • Action Steps » » Establish Google Authorship for all authors » Even former employees and inactive contributors! » Create high-quality content @StevenShattuck | @ChadPollitt
  • 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
  • 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
  • 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
  • To Summarize @StevenShattuck | @ChadPollitt
  • To Summarize » » AuthorRank isn’t here yet, but it will be @StevenShattuck | @ChadPollitt
  • To Summarize » » AuthorRank isn’t here yet, but it will be » AuthorRank won’t be a magic bullet @StevenShattuck | @ChadPollitt
  • 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
  • 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
  • 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
  • @StevenShattuck | @ChadPollitt