SEO and Google Authorship

1

Ruth Burr
Inbound Marketing Lead
Moz.com
@ruthburr
In Days of Yore…

2

@ruthburr

Image Source
In Days of Yore…

3

@ruthburr
Up Until a Few Years Ago…

4

@ruthburr
Google Saw the Web (More or Less) Like This*:
Website
(topic)

Website
(topic)
Content
(keyword 3)

Content
(keyword 1)

P...
Now it’s more like this*:
Content

Wrote

Employee

Also Wrote

Content

Website

Website

Business

Product

Thing
6

@ru...
The Knowledge Graph

7

@ruthburr
The Knowledge Graph

8

@ruthburr
Rich Snippets
Personalized
Authorship
News
Video
Review
Full list of Google-supported rich snippet types:
http://bit.ly/17...
Schema.org

10

@ruthburr
Finding the Right Schema for You

11

@ruthburr
Use Examples and Templates

12

@ruthburr
No Invisible Markup! (That’s Cloaking)

13

@ruthburr

Image Source
Check in Google Webmaster Tools

14

@ruthburr
Avoid the Data Highlighter

NO.
15

@ruthburr
Structured Data Testing Tool

http://bit.ly/18lHYcD
16

@ruthburr
Authorship

17

@ruthburr
Entity Search

18

@ruthburr
Why Authorship?

19

@ruthburr
Author Markup: What You’ll Need

• A Google Plus Account
– With a clear picture of your face

NOT
• Some content that you ...
The 3-Link Method

1.) Link with rel=“author” to your profile page
on-site:

<a href=http://moz.com/community/users/63”
re...
The 3-Link Method

2.) Link with rel=“me” from your profile page
on-site to your Google+ profile:

<a
href=“https://plus.g...
The 3-Link Method

3.) Add the site under “Contributor To” in your
Google+ Profile

23

@ruthburr
The 2-Link Method

1. Add the site under “Contributor to:”
2. Link from your byline directly to your
Google+ profile using...
Email Verification Method

1. Got an email address with the site’s
domain? Add a link to the email from your
byline.
2. Ad...
Final Tips

• Make sure your byline says “by (your
name)”
• First name + last name
• Make sure it doesn’t say “by” anywher...
Thanks everybody!
27
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SEO and Google Authorship - Confluence Con 2013

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To understand SEO, it's important to understand how search engines work. Implementing schema.org tagging is a great way to gain visibility in search engine results - but it can be overwhelming to know where to start. Implementing authorship is an important first step.

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SEO and Google Authorship - Confluence Con 2013

  1. 1. SEO and Google Authorship 1 Ruth Burr Inbound Marketing Lead Moz.com @ruthburr
  2. 2. In Days of Yore… 2 @ruthburr Image Source
  3. 3. In Days of Yore… 3 @ruthburr
  4. 4. Up Until a Few Years Ago… 4 @ruthburr
  5. 5. Google Saw the Web (More or Less) Like This*: Website (topic) Website (topic) Content (keyword 3) Content (keyword 1) Product (keyword 2) Image (keyword 1) *Gross oversimplification. 5 @ruthburr Product (keyword 3) Image (keyword 1)
  6. 6. Now it’s more like this*: Content Wrote Employee Also Wrote Content Website Website Business Product Thing 6 @ruthburr Location Map Social Media Friends
  7. 7. The Knowledge Graph 7 @ruthburr
  8. 8. The Knowledge Graph 8 @ruthburr
  9. 9. Rich Snippets Personalized Authorship News Video Review Full list of Google-supported rich snippet types: http://bit.ly/17iHVTH 9 @ruthburr
  10. 10. Schema.org 10 @ruthburr
  11. 11. Finding the Right Schema for You 11 @ruthburr
  12. 12. Use Examples and Templates 12 @ruthburr
  13. 13. No Invisible Markup! (That’s Cloaking) 13 @ruthburr Image Source
  14. 14. Check in Google Webmaster Tools 14 @ruthburr
  15. 15. Avoid the Data Highlighter NO. 15 @ruthburr
  16. 16. Structured Data Testing Tool http://bit.ly/18lHYcD 16 @ruthburr
  17. 17. Authorship 17 @ruthburr
  18. 18. Entity Search 18 @ruthburr
  19. 19. Why Authorship? 19 @ruthburr
  20. 20. Author Markup: What You’ll Need • A Google Plus Account – With a clear picture of your face NOT • Some content that you created – As yourself – On a page by itself 20 @ruthburr
  21. 21. The 3-Link Method 1.) Link with rel=“author” to your profile page on-site: <a href=http://moz.com/community/users/63” rel=“author”>Rand Fishkin</a> 21
  22. 22. The 3-Link Method 2.) Link with rel=“me” from your profile page on-site to your Google+ profile: <a href=“https://plus.google.com/111294201325870406 922” rel=“me”>Rand Fishkin on Google+</a> 22 @ruthburr
  23. 23. The 3-Link Method 3.) Add the site under “Contributor To” in your Google+ Profile 23 @ruthburr
  24. 24. The 2-Link Method 1. Add the site under “Contributor to:” 2. Link from your byline directly to your Google+ profile using rel=“author” 24` @ruthburr
  25. 25. Email Verification Method 1. Got an email address with the site’s domain? Add a link to the email from your byline. 2. Add the email address to your Google+ profile. This is not something I would recommend doing if you can do the other two. Because really, how many email addresses do you have? 25 @ruthburr
  26. 26. Final Tips • Make sure your byline says “by (your name)” • First name + last name • Make sure it doesn’t say “by” anywhere else on the page (edited by, etc) • Just because it works in the validator doesn’t mean it will work in real life. 26 @ruthburr
  27. 27. Thanks everybody! 27
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