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Google+
for
publishers
Arne van Elk
RNW Business Intelligence
December 2013
Google+ for publishers
•
•
•
•
•

What is Google+ ?
Impact on search results?
Authorship & author rank
Google+ Brand Pages...
What is Google+ ?

it’s like

… but different.
Web pages can be shared
within circles or receive a +1
But what is Google+ exactly?
A social layer across Google’s services
Google+ is also an identity platform
directly connected to Google search

Mapping a web of people & organizations
Google’s Goal of Google+ …

Generate data that can be used to
improve search results
Impact on search results?
1. Personalization
2. Google+ posts in search results

3. Shared links are ‘follow’: they let
pa...
Google+ impact on personalized results
personalized

depersonalized
Google+ impact on personalized results

personalized

This result is on no. 1
because an influental
person I follow on
Goo...
Google+ local page impact on search results
(and I wasn’t even looking for them)

This result probably is no. 1 because
th...
Google+ Posts in search results
Can Google+
Impact NonPersonalized
Rankings of
Content Created
Off Platform?

it’s complicated …
Can Google+ Impact Non-Personalized Rankings of
Content Created Off Platform?

• Currently +1’s are not used as ranking si...
Shared links are ‘follow’
Authorship
• Verification of the author of an article by
linking a personal Google+ page to the article
page using rel=“au...
What are you looking at?
Authorship SERP Benefits
Does it work? Depends on the type of search …
Not just any author

of course it helps
when you actively
use Google+
Even more info when you click on the author’s name
Authorship may help to get in Google’s
In-depth-articles - feature
Authorship is NOT a ranking factor!
The concept of author rank has not taken off (yet)
Authorrank challenges
How does Google know fore sure …

•
•
•
•

if certain words on a page refer to a human being
if that...
Google+ Brand Pages
Google+ Brand Pages: different flavors
Advantages of a Google+ Brand Page
• Taking up more space in SERP for a branded search
• Creating new touch points for peo...
In other words:
strenghtening
your presence in
Google
In ways that will see a
lot of development in
the coming years
Suggested users list
New advertising options coming up
+Post Ads: Google+ Content in Ads on Google Display Network
Direct link to Google+ page in Ad
Rel = “publisher”
• Markup that verifies brand identity by
linking a website to the corresponding
Google+ Brand Page
• The...
Disadvantages of a Google+ Brand Page
• Another beast’s mouth to fill
• Spreading your social media efforts too thin
• Is ...
Finally: do the test

www.steadydemand.com/Google-Plus-Brand-Audit-Tool.php
Read on

•

www.martinshervington.com/what-is-google-plus

•
•

www.blindfiveyearold.com/authorship-is-dead-long-live-auth...
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Google Plus for publishers

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What is Google Plus and how can Google+ help publishers to reach their audiences online?

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  • Google+ is a sociallayeracross Google search, Youtube, Gmail, Calendars, Android. We’veprobablyallnoticedthisbynow
  • Theymayonly rank for long tail (veryspecific)searches, but Google Plus posts are indexedandcan rank bythemselves
  • Your image in search snippetscouldimprove CTR which in turn canimprove ranking.
  • But youneed (much) more thanjust the authorshipmarkup. See: Appearing in the "In-depth articles" featurehttps://support.google.com/webmasters/answer/3280182Note: the rel=publisher-markupcould have a role in signalingwhich brand logo shouldbeshown.
  • The idea behind AuthorRank is that your reputation as a content creator will influence the ranking of search results. The Authorshipmarkupshouldidentifythose content creators, but the biggest problem with Authorship markup is adoption. Not everyone is participating. And Google is unable to use Authorship as a ranking signal if important authors aren't participating. So, there will be a change in tactics from Authorship markup to entity extraction as a way to identify experts and a pathway to using Authorship as a ranking signal. So you should build your authority, not concentrate on ‘authorship’. See: http://www.blindfiveyearold.com/authorship-is-dead-long-live-authorship
  • Problemsarisewhenthere are severalauthorswho co-publishedanarticle, andhowto monitor changingauthority (because of career changes, retirement, death)
  • There are different sorts of pages
  • This product is in beta for a limited set of AdWords advertisers. SEE: http://www.google.com/+/business/brands/ads.html People can join a Hangout On Air, add a comment, follow your brand or give a +1, right from an ad.
  • 12 August 2013 – Google’s recently introduced In-Depth Articles search feature includes a special role for rel=publisher (verified brand page) connections. If the web site hosting an article featured in the In-Depth results box has a verified Google+ brand page connection, Google will pull the brand’s logo from that page.
  • Including a direct link to the Google Plus Brand Page. Note: NY Times don’t have rel=publishermarkup in the headsection of their website, they must have usedanother way toverify (thatcanbedoneby email, or by Google ifitrecognizesyou as the administrator of the GWT account).
  • Transcript of "Google Plus for publishers"

    1. 1. Google+ for publishers Arne van Elk RNW Business Intelligence December 2013
    2. 2. Google+ for publishers • • • • • What is Google+ ? Impact on search results? Authorship & author rank Google+ Brand Pages Rel=publisher
    3. 3. What is Google+ ? it’s like … but different.
    4. 4. Web pages can be shared within circles or receive a +1
    5. 5. But what is Google+ exactly? A social layer across Google’s services
    6. 6. Google+ is also an identity platform directly connected to Google search Mapping a web of people & organizations
    7. 7. Google’s Goal of Google+ … Generate data that can be used to improve search results
    8. 8. Impact on search results? 1. Personalization 2. Google+ posts in search results 3. Shared links are ‘follow’: they let pagerank flow
    9. 9. Google+ impact on personalized results personalized depersonalized
    10. 10. Google+ impact on personalized results personalized This result is on no. 1 because an influental person I follow on Google+ has shared the link
    11. 11. Google+ local page impact on search results (and I wasn’t even looking for them) This result probably is no. 1 because they have a Google+ local page
    12. 12. Google+ Posts in search results
    13. 13. Can Google+ Impact NonPersonalized Rankings of Content Created Off Platform? it’s complicated …
    14. 14. Can Google+ Impact Non-Personalized Rankings of Content Created Off Platform? • Currently +1’s are not used as ranking signal • But, when a link to a page is shared on Google+, this creates a ‘followed’ link that can pass pagerank
    15. 15. Shared links are ‘follow’
    16. 16. Authorship • Verification of the author of an article by linking a personal Google+ page to the article page using rel=“author” Result is: • Increased visibility/CTR in SERPs • Possible protection against being outranked in Google Search by those who scrape your content and republish it on their own sites.
    17. 17. What are you looking at?
    18. 18. Authorship SERP Benefits
    19. 19. Does it work? Depends on the type of search …
    20. 20. Not just any author of course it helps when you actively use Google+
    21. 21. Even more info when you click on the author’s name
    22. 22. Authorship may help to get in Google’s In-depth-articles - feature
    23. 23. Authorship is NOT a ranking factor! The concept of author rank has not taken off (yet)
    24. 24. Authorrank challenges How does Google know fore sure … • • • • if certain words on a page refer to a human being if that human being is the author of a given page what authority this author has, on which topics which author is more authoritative than others (on a given subject) • when things change (because of career changes, retirement etc.) When AUTHORSHIP adoption is low, AUTHORRANK does not reflect ‘the real world’
    25. 25. Google+ Brand Pages
    26. 26. Google+ Brand Pages: different flavors
    27. 27. Advantages of a Google+ Brand Page • Taking up more space in SERP for a branded search • Creating new touch points for people to engage with your content • Quick indexation of new pages • Verifying brand identity with rel=“publisher” • Getting in the ‘suggested users’ list • +Post Ads: Google+ Content in Ads on Google Display Network
    28. 28. In other words: strenghtening your presence in Google In ways that will see a lot of development in the coming years
    29. 29. Suggested users list
    30. 30. New advertising options coming up +Post Ads: Google+ Content in Ads on Google Display Network
    31. 31. Direct link to Google+ page in Ad
    32. 32. Rel = “publisher” • Markup that verifies brand identity by linking a website to the corresponding Google+ Brand Page • The Google+ page will be displayed in search results for a branded search (sometimes)
    33. 33. Disadvantages of a Google+ Brand Page • Another beast’s mouth to fill • Spreading your social media efforts too thin • Is your audience on Google+?
    34. 34. Finally: do the test www.steadydemand.com/Google-Plus-Brand-Audit-Tool.php
    35. 35. Read on • www.martinshervington.com/what-is-google-plus • • www.blindfiveyearold.com/authorship-is-dead-long-live-authorship www.blindfiveyearold.com/build-your-authority-not-your-author-rank • • www.google.com/+/business/ http://services.google.com/fh/files/misc/googleplus-for-journalists.pdf • http://searchenginewatch.com/article/2307518/Google-SEO-How-Google-ImpactsSearch-Results
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