Building authority and audience with WordPress and Google Authorship

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From WordCamp Milwaukee 2013: The surest route to high search engine rankings is by creating high-quality content and connecting it to your personal brand. The Google Authorship program lets you …

From WordCamp Milwaukee 2013: The surest route to high search engine rankings is by creating high-quality content and connecting it to your personal brand. The Google Authorship program lets you connect your Google account (and photo) to all your web content, whether the content is on your site or contributed elsewhere.

This session will show you how Authorship helps you build an audience for your content, walks you through setting up your Google Author account and connecting it with your WordPress site.

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  • Coming in May 2014! Unofficial title: “Social Media for Writers.” Cover creating a central homebase on the web w/WordPress. Connecting to Twitter, LinkedIn, Facebook, Google+ and several other things. Good for anyone who wants to be published (or already is)
  • A little bit confidence, a little bit arrogance
  • If people link to it, the page must be good, interesting and valuable, no?Keywords and metadata too. Site owners tell spiders what it’s about.
  • It all starts so innocently: “Hey, I love your page/blog. Here’s my page—could you link to it?”
  • If crowdsourcing by itself doesn’t work, what does?
  • Let’s look at what Google officials have been saying of late
  • Matt Cutts answers questions from webmasters on YouTube. Here’s what he said recently when asked about Authorship.
  • And here’s what the boss said in his new book. Remember how mom used to tell you that if you’re going to get your picture in the paper, let it be for a good thing. Pictures, you say?
  • Have you seen this? This is a search I did for freelance directory last week. Now I wanted to click on those results with the photos, even though they weren’t at the very top. You too, huh?
  • Oh, and look at that, he’s got a following too!
  • For the rest of the presentation, we’ll show you how to get that. It all starts at Google+
  • Not reviewing Google account setup, but once you have one, go to plus.google.com (or click +Name on black bar). They’ll ask for a profile photo. Critical to have a head shot for Authorship
  • Other piece of the profile to fill out: Site(s) you contribute to: That is, your WordPress blog/site!
  • Top of the browser. All those numbers are your unique identity. You may want to put this in a text file for easy access. But we’re done with Google+ for now. Time to go to your site!
  • Now go to your site. Here’s mine. It needs a redesign; my summer project. One thing you can say about it, though: You’ll know what my name is! What you want to learn here (on the front page) is that every post should have a byline. You can’t see this here, but mine does.
  • Whatever kind of site you build, you need to have an about page. Important for Authorship too. There’s my photo again-it’s the same one I used on G+. You don’t necessarily need to use the same one, but the straight-on hed shot is critical. Done looking at the content; off to the admin page.
  • Need a plugin. I’m told Yoast and some of the other SEO plugins are doing this now, but I’m dense sometimes. I looked for a Google Author plugin, and this one has been working for me.
  • Once installed, the Google+ Author Information plugin adds a setting in your User profile. It looks like this. Paste the G+ URL with all the numbers here. The plugin adds some code to every page on your site, called [rel=author] and adds your code. You have now set up Google Authorship. Time to test. Off to yet another site
  • TO test whether Google knows who you are now, you go to the Webmaster area of Google to the Structured Data Tools page, sometimes you’ll hear the Rich Snippets site. Type in the URL for your site, and click the big red buton. Here’s what comes up.
  • Oh goody! It worked! This is the Google+ picture, by the way. There’s some more info on this page.
  • This part tells you for sure that Authorship is working. Just below this is a way to get it working via email. You can skip over this, and look down to…
  • This section. Remember I told you about rel=author? Here is kinda what it looks like on the page. And we’re done!

Transcript

  • 1. Building Authority and Audiencewith WordPress and Google AuthorshipMichael McCallisterMichael McCallister, WordCamp Milwaukee 2013
  • 2. Who am I?• Co-Author, WordPress in Depth, with Bud Smith (QUE, 2010-11)• Notes from the Metaverse (metaverse.wordpress com)• Senior Document Architect, PKWARE• President, Wisconsin Society for Technical Communication (www.stc-wi.org)© Michael McCallister WordCamp Milwaukee 2013
  • 3. Ask questions any time!Michael McCallister, WordCamp Milwaukee 2013
  • 4. Google’s Early DaysWe can give you the bestpossible answer to yourquery – every time!Feeling Lucky?Michael McCallister, WordCamp Milwaukee 2013
  • 5. ConfidenceCrowdsource for High Quality Content– It’s all about inbound links!Michael McCallister, WordCamp Milwaukee 2013
  • 6. Problems with Inbound Links• Link Exchanges• Sites created only to link to other sites• Comment Spam! (Thank you Akismet!!)• Endless arms raceMichael McCallister, WordCamp Milwaukee 2013
  • 7. Google After PandaWhat is Google up to now?Michael McCallister, WordCamp Milwaukee 2013
  • 8. AuthorityMichael McCallister, WordCamp Milwaukee 2013
  • 9. “”We’re moving to a richer, more annotated Web. Awayfrom keywords, from strings to things.Matt Cutts, Google Search Quality, 6/5/2013http://www.youtube.com/watch?v=3QlY8ba0jYI&feature=youtu.beMichael McCallister, WordCamp Milwaukee 2013
  • 10. “”Choosing anonymity is choosing irrelevanceEric Schmidt, Google CEO in The New Digital AgeMichael McCallister, WordCamp Milwaukee 2013
  • 11. Anonymity Begone!Google Search Results for “freelance directory” June 2013Michael McCallister, WordCamp Milwaukee 2013
  • 12. Michael McCallister, WordCamp Milwaukee 2013
  • 13. So how do I get that?Well, it’s complicatedMichael McCallister, WordCamp Milwaukee 2013
  • 14. Create a Google+Profile1. Add a photoHead Shot: Straight AheadMichael McCallister, WordCamp Milwaukee 2013
  • 15. Create a Google+Profile2. Add “Contributor to”LinksAny site you write for!Michael McCallister, WordCamp Milwaukee 2013
  • 16. Copy the URL of your profile page:https://plus.google.com/<reallylongsetofdigits>Michael McCallister, WordCamp Milwaukee 2013
  • 17. Set Up Your WordPress SiteThis may be too much name-checking.Make sure your articles have abyline, though!Michael McCallister, WordCamp Milwaukee 2013
  • 18. About PageThere’s that photo againMichael McCallister, WordCamp Milwaukee 2013
  • 19. Get a Google Authorship Plugin• Several out there: I use “Google+ Author Information in Search Results”from WP-Buddy• If you use this, go to Settings>Google+ Author Free to get the rest of thesteps.Michael McCallister, WordCamp Milwaukee 2013
  • 20. Paste Google+ Profile URLin WP User ProfileMichael McCallister, WordCamp Milwaukee 2013
  • 21. Google Structured Data Toolshttp://www.google.com/webmasters/tools/richsnippetsMichael McCallister, WordCamp Milwaukee 2013
  • 22. Did it Work?Michael McCallister, WordCamp Milwaukee 2013
  • 23. Michael McCallister, WordCamp Milwaukee 2013
  • 24. Michael McCallister, WordCamp Milwaukee 2013
  • 25. Resources• Google Authorship page: https://plus.google.com/u/0/authorship• Author Information in Search Results:http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1408986&expand=option2• Structured Data Testing Tool:http://www.google.com/webmasters/tools/richsnippets• Google Authorship & Author Rank G+ Community:https://plus.google.com/u/0/communities/104474428845467390263Michael McCallister, WordCamp Milwaukee 2013
  • 26. Want Some Setup Help?• I’ll be in the Happiness Bar upstairs for the next hour• Write me at Michael@michaelmccallister.com• Visit me at www.michaelmccallister.comMichael McCallister, WordCamp Milwaukee 2013
  • 27. Questions?Have a great WordCamp!Michael McCallister, WordCamp Milwaukee 2013