From Authorship to Authority Why claiming your identity matters                               @Mike_Arnesen               ...
@Mike_ArnesenDo you know who I am?   #Author2Authority                              #23C
Mike Arnesen     Senior SEO Analyst     Mike Arnesen is the Senior SEO Analyst at SwellPath - an     SEM and analytics con...
@Mike_ArnesenAm I worth listening to?                  #Author2AuthorityWhy should you care what I have to say?         #23C
@Mike_ArnesenI could be crazy!   #Author2Authority                          #23C
Based on my                        Experience                                   &                         Reputation      ...
@Mike_ArnesenWhat does this have to do with SEM?   #Author2Authority                                            #23C
@Mike_ArnesenTell Google about yourself; get recognized as an author.   #Author2AuthoritySlowly build your authority.     ...
@Mike_ArnesenThis is what we want the web to be like.   #Author2Authority                                                 ...
@Mike_ArnesenBut the hearts of men are easily corrupted   #Author2Authorityand spam has a mind of its own.                ...
@Mike_ArnesenThey’ve wreaked their havoc on our idyllic paradise.   #Author2Authority                                     ...
@Mike_ArnesenA vision revealed that users love content written by people!   #Author2Authority                             ...
@Mike_ArnesenAuthorship is the way of the future,   #Author2Authoritybut right now, anyone can get it.            #23C
@Mike_ArnesenThe fellowship may grow too large   #Author2Authorityand some may not be worthy.               #23C
@Mike_ArnesenOnly those who are destined can continue to authority.                                                       ...
The journey to authority starts with authorship.             @Mike_Arnesen                                                ...
is a prerequisite            to authority.                                                             @Mike_ArnesenOnly 9...
@Mike_ArnesenStep 1: Get a Google+ profile.   #Author2Authority                                       #23C
@Mike_ArnesenStep 2: Alert Google to your content!                                                               #Author2A...
@Mike_ArnesenStep 3: We’ve linked Google to our content.            #Author2AuthorityNow link our content to Google. There...
Construction:                    <link rel=“author” href=“https://plus.google.com/XXX” />                                 ...
Construction:                       <a href=“https://plus.google.com/XXX?rel=author”>                       Firstname Last...
@Mike_ArnesenUse your website email address to “signup for Authorship”.   #Author2Authorityhttp://bit.ly/TA5eRv           ...
@Mike_ArnesenI use option 2. Pick your favorite.   #Author2Authority                                            #23C
@Mike_ArnesenUse the Structured Data Testing Tool to verify that it works.   #Author2Authorityhttp://bit.ly/Pea703        ...
Benefits of Authorship                    @Mike_Arnesen                   #Author2Authority                         #23C
@Mike_ArnesenBenefit: familiarity with your personal brand!   #Author2Authority                                           ...
@Mike_ArnesenBenefit: Increased CTR on search results.         #Author2AuthorityRanking #1 isn’t what’s most important any...
Tips for Authorship                   @Mike_Arnesen                  #Author2Authority                        #23C
@Mike_ArnesenGoogle’s guidelines state you need a quality headshot.    #Author2AuthorityTesting headshots can increase CTR...
@Mike_ArnesenYou may not be awarded an Author Rich Snippet                                                #Author2Authorit...
@Mike_ArnesenAuthorRank = Authority   #Author2Authority                               #23C
@Mike_ArnesenAuthorRank will measure your authority in specific subjects.                                                 ...
@Mike_ArnesenThe time to work on your AuthorRank and move towards                                                       #A...
@Mike_ArnesenYour AuthorRank will be determined by signals that   #Author2Authorityindicate the value of your content & op...
@Mike_ArnesenPick a topic you’re passionate about and specialize in it.   #Author2AuthorityBecome the authority.          ...
@Mike_ArnesenWrite amazing content.                             #Author2AuthorityContent that people will want to read and...
@Mike_ArnesenStart using Google+.                                          #Author2AuthorityEngage with people; build a fo...
Identify authors with authority & build relationships with them. @Mike_Arnesen                                            ...
@Mike_ArnesenUse Ripples to find who shares your content. Thank them!   #Author2AuthorityGreat bookmarklet: http://bit.ly/...
@Mike_ArnesenEngage offline to build authority online.   #Author2Authority                                                ...
@Mike_ArnesenGoogle will likely use authority signals from other networks as #Author2Authoritywell. Where can you demonstr...
Epilogue            @Mike_Arnesen           #Author2Authority                 #23C
Moving from authorship to authority  is a gradual, organic process. There are NO shortcuts                               @...
@Mike_Arnesen#Author2Authority      #23C
I want to help youto get started with Authorship.   And I’ll make the time.           No joke.                            ...
Let’s talk.Just Tweet me.@mike_anresen                  @Mike_Arnesen                 #Author2Authority                   ...
SwellPath.com                 @Mike_Arnesen                #Author2Authority                      #23C
Download:http://mikearnesen.com/smx-east-12/         Mike Arnesen      Senior SEO, SwellPath                              ...
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From Authorship to Authority

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From Authorship to Authority: Why Claiming Your Identity Matters.
My presentation from SMX East 2012.
#Author2Authority

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From Authorship to Authority

  1. 1. From Authorship to Authority Why claiming your identity matters @Mike_Arnesen #Author2Authority #23C
  2. 2. @Mike_ArnesenDo you know who I am? #Author2Authority #23C
  3. 3. Mike Arnesen Senior SEO Analyst Mike Arnesen is the Senior SEO Analyst at SwellPath - an SEM and analytics consulting agency in Portland, Oregon. Mike comes from a web development background (including a stint at MySpace) and has been a dedicated SEO for 4 years, blah, blah, blah… @Mike_ArnesenYou only know what the SMX agenda told you. #Author2Authority #23C
  4. 4. @Mike_ArnesenAm I worth listening to? #Author2AuthorityWhy should you care what I have to say? #23C
  5. 5. @Mike_ArnesenI could be crazy! #Author2Authority #23C
  6. 6. Based on my Experience & Reputation I’ve been deemed an Authority. @Mike_ArnesenI provided information to SMX & #Author2Authoritythey determined I had authority. #23C
  7. 7. @Mike_ArnesenWhat does this have to do with SEM? #Author2Authority #23C
  8. 8. @Mike_ArnesenTell Google about yourself; get recognized as an author. #Author2AuthoritySlowly build your authority. #23C
  9. 9. @Mike_ArnesenThis is what we want the web to be like. #Author2Authority #23C
  10. 10. @Mike_ArnesenBut the hearts of men are easily corrupted #Author2Authorityand spam has a mind of its own. #23C
  11. 11. @Mike_ArnesenThey’ve wreaked their havoc on our idyllic paradise. #Author2Authority #23C
  12. 12. @Mike_ArnesenA vision revealed that users love content written by people! #Author2Authority #23C
  13. 13. @Mike_ArnesenAuthorship is the way of the future, #Author2Authoritybut right now, anyone can get it. #23C
  14. 14. @Mike_ArnesenThe fellowship may grow too large #Author2Authorityand some may not be worthy. #23C
  15. 15. @Mike_ArnesenOnly those who are destined can continue to authority. #Author2Authority #23C
  16. 16. The journey to authority starts with authorship. @Mike_Arnesen #Author2AuthorityYou can’t become an authority if no one knows who you are! #23C
  17. 17. is a prerequisite to authority. @Mike_ArnesenOnly 9% of tech blogs implement Google Authorship properly. #Author2Authorityhttp://selnd.com/NTwrO6 #23C
  18. 18. @Mike_ArnesenStep 1: Get a Google+ profile. #Author2Authority #23C
  19. 19. @Mike_ArnesenStep 2: Alert Google to your content! #Author2AuthorityFill out your “Contributor To” section: http://bit.ly/RZ7hbT #23C
  20. 20. @Mike_ArnesenStep 3: We’ve linked Google to our content. #Author2AuthorityNow link our content to Google. There are 3 options. #23C
  21. 21. Construction: <link rel=“author” href=“https://plus.google.com/XXX” /> @Mike_ArnesenUse a behind-the-scenes <link> to connect to your Google+ #Author2Authorityprofile. Yoast’s SEO Plugin: http://bit.ly/PgKMTd #23C
  22. 22. Construction: <a href=“https://plus.google.com/XXX?rel=author”> Firstname Lastname </a> @Mike_ArnesenLink your content using rel=author #Author2Authority #23C
  23. 23. @Mike_ArnesenUse your website email address to “signup for Authorship”. #Author2Authorityhttp://bit.ly/TA5eRv #23C
  24. 24. @Mike_ArnesenI use option 2. Pick your favorite. #Author2Authority #23C
  25. 25. @Mike_ArnesenUse the Structured Data Testing Tool to verify that it works. #Author2Authorityhttp://bit.ly/Pea703 #23C
  26. 26. Benefits of Authorship @Mike_Arnesen #Author2Authority #23C
  27. 27. @Mike_ArnesenBenefit: familiarity with your personal brand! #Author2Authority #23C
  28. 28. @Mike_ArnesenBenefit: Increased CTR on search results. #Author2AuthorityRanking #1 isn’t what’s most important anymore! #23C
  29. 29. Tips for Authorship @Mike_Arnesen #Author2Authority #23C
  30. 30. @Mike_ArnesenGoogle’s guidelines state you need a quality headshot. #Author2AuthorityTesting headshots can increase CTR: http://mz.cm/RrxLYG #23C
  31. 31. @Mike_ArnesenYou may not be awarded an Author Rich Snippet #Author2Authorityuntil you link 3-5 pieces of content. #23C
  32. 32. @Mike_ArnesenAuthorRank = Authority #Author2Authority #23C
  33. 33. @Mike_ArnesenAuthorRank will measure your authority in specific subjects. #Author2AuthorityIt will then filter traditional search results. #23C
  34. 34. @Mike_ArnesenThe time to work on your AuthorRank and move towards #Author2Authorityauthority is now. http://mz.cm/Q7LsZH #23C
  35. 35. @Mike_ArnesenYour AuthorRank will be determined by signals that #Author2Authorityindicate the value of your content & opinions. #23C
  36. 36. @Mike_ArnesenPick a topic you’re passionate about and specialize in it. #Author2AuthorityBecome the authority. #23C
  37. 37. @Mike_ArnesenWrite amazing content. #Author2AuthorityContent that people will want to read and share. #23C
  38. 38. @Mike_ArnesenStart using Google+. #Author2AuthorityEngage with people; build a following; demonstrate authority. #23C
  39. 39. Identify authors with authority & build relationships with them. @Mike_Arnesen #Author2AuthorityHaving them follow you will boost your own authority. #23C
  40. 40. @Mike_ArnesenUse Ripples to find who shares your content. Thank them! #Author2AuthorityGreat bookmarklet: http://bit.ly/Qz95Il #23C
  41. 41. @Mike_ArnesenEngage offline to build authority online. #Author2Authority #23C
  42. 42. @Mike_ArnesenGoogle will likely use authority signals from other networks as #Author2Authoritywell. Where can you demonstrate your authority? #23C
  43. 43. Epilogue @Mike_Arnesen #Author2Authority #23C
  44. 44. Moving from authorship to authority is a gradual, organic process. There are NO shortcuts @Mike_Arnesen #Author2Authority #23C
  45. 45. @Mike_Arnesen#Author2Authority #23C
  46. 46. I want to help youto get started with Authorship. And I’ll make the time. No joke. @Mike_Arnesen #Author2Authority #23C
  47. 47. Let’s talk.Just Tweet me.@mike_anresen @Mike_Arnesen #Author2Authority #23C
  48. 48. SwellPath.com @Mike_Arnesen #Author2Authority #23C
  49. 49. Download:http://mikearnesen.com/smx-east-12/ Mike Arnesen Senior SEO, SwellPath @Mike_Arnesen #Author2Authority #23C
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