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From Authorship to Authority: Why Claiming Your Identity Matters.

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

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    From Authorship to Authority From Authorship to Authority Presentation Transcript

    • From Authorship to Authority Why claiming your identity matters @Mike_Arnesen #Author2Authority #23C
    • @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 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
    • @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 I’ve been deemed an Authority. @Mike_ArnesenI provided information to SMX & #Author2Authoritythey determined I had authority. #23C
    • @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. #23C
    • @Mike_ArnesenThis is what we want the web to be like. #Author2Authority #23C
    • @Mike_ArnesenBut the hearts of men are easily corrupted #Author2Authorityand spam has a mind of its own. #23C
    • @Mike_ArnesenThey’ve wreaked their havoc on our idyllic paradise. #Author2Authority #23C
    • @Mike_ArnesenA vision revealed that users love content written by people! #Author2Authority #23C
    • @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. #Author2Authority #23C
    • The journey to authority starts with authorship. @Mike_Arnesen #Author2AuthorityYou can’t become an authority if no one knows who you are! #23C
    • is a prerequisite to authority. @Mike_ArnesenOnly 9% of tech blogs implement Google Authorship properly. #Author2Authorityhttp://selnd.com/NTwrO6 #23C
    • @Mike_ArnesenStep 1: Get a Google+ profile. #Author2Authority #23C
    • @Mike_ArnesenStep 2: Alert Google to your content! #Author2AuthorityFill out your “Contributor To” section: http://bit.ly/RZ7hbT #23C
    • @Mike_ArnesenStep 3: We’ve linked Google to our content. #Author2AuthorityNow link our content to Google. There are 3 options. #23C
    • 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
    • Construction: <a href=“https://plus.google.com/XXX?rel=author”> Firstname Lastname </a> @Mike_ArnesenLink your content using rel=author #Author2Authority #23C
    • @Mike_ArnesenUse your website email address to “signup for Authorship”. #Author2Authorityhttp://bit.ly/TA5eRv #23C
    • @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 #23C
    • Benefits of Authorship @Mike_Arnesen #Author2Authority #23C
    • @Mike_ArnesenBenefit: familiarity with your personal brand! #Author2Authority #23C
    • @Mike_ArnesenBenefit: Increased CTR on search results. #Author2AuthorityRanking #1 isn’t what’s most important anymore! #23C
    • Tips for Authorship @Mike_Arnesen #Author2Authority #23C
    • @Mike_ArnesenGoogle’s guidelines state you need a quality headshot. #Author2AuthorityTesting headshots can increase CTR: http://mz.cm/RrxLYG #23C
    • @Mike_ArnesenYou may not be awarded an Author Rich Snippet #Author2Authorityuntil you link 3-5 pieces of content. #23C
    • @Mike_ArnesenAuthorRank = Authority #Author2Authority #23C
    • @Mike_ArnesenAuthorRank will measure your authority in specific subjects. #Author2AuthorityIt will then filter traditional search results. #23C
    • @Mike_ArnesenThe time to work on your AuthorRank and move towards #Author2Authorityauthority is now. http://mz.cm/Q7LsZH #23C
    • @Mike_ArnesenYour AuthorRank will be determined by signals that #Author2Authorityindicate the value of your content & opinions. #23C
    • @Mike_ArnesenPick a topic you’re passionate about and specialize in it. #Author2AuthorityBecome the authority. #23C
    • @Mike_ArnesenWrite amazing content. #Author2AuthorityContent that people will want to read and share. #23C
    • @Mike_ArnesenStart using Google+. #Author2AuthorityEngage with people; build a following; demonstrate authority. #23C
    • Identify authors with authority & build relationships with them. @Mike_Arnesen #Author2AuthorityHaving them follow you will boost your own authority. #23C
    • @Mike_ArnesenUse Ripples to find who shares your content. Thank them! #Author2AuthorityGreat bookmarklet: http://bit.ly/Qz95Il #23C
    • @Mike_ArnesenEngage offline to build authority online. #Author2Authority #23C
    • @Mike_ArnesenGoogle will likely use authority signals from other networks as #Author2Authoritywell. Where can you demonstrate your authority? #23C
    • Epilogue @Mike_Arnesen #Author2Authority #23C
    • Moving from authorship to authority is a gradual, organic process. There are NO shortcuts @Mike_Arnesen #Author2Authority #23C
    • @Mike_Arnesen#Author2Authority #23C
    • I want to help youto get started with Authorship. And I’ll make the time. No joke. @Mike_Arnesen #Author2Authority #23C
    • Let’s talk.Just Tweet me.@mike_anresen @Mike_Arnesen #Author2Authority #23C
    • SwellPath.com @Mike_Arnesen #Author2Authority #23C
    • Download:http://mikearnesen.com/smx-east-12/ Mike Arnesen Senior SEO, SwellPath @Mike_Arnesen #Author2Authority #23C