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

1. From Authorship to Authority
Why claiming your identity matters
@Mike_Arnesen
#Author2Authority
#23C

2. @Mike_Arnesen
Do you know who I am? #Author2Authority
#23C

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_Arnesen
You only know what the SMX agenda told you. #Author2Authority
#23C

4. @Mike_Arnesen
Am I worth listening to? #Author2Authority
Why should you care what I have to say? #23C

5. @Mike_Arnesen
I could be crazy! #Author2Authority
#23C

6. Based on my
Experience
&
Reputation
I’ve been deemed an Authority.
@Mike_Arnesen
I provided information to SMX & #Author2Authority
they determined I had authority. #23C

7. @Mike_Arnesen
What does this have to do with SEM? #Author2Authority
#23C

8. @Mike_Arnesen
Tell Google about yourself; get recognized as an author. #Author2Authority
Slowly build your authority. #23C

9. @Mike_Arnesen
This is what we want the web to be like. #Author2Authority
#23C

10. @Mike_Arnesen
But the hearts of men are easily corrupted #Author2Authority
and spam has a mind of its own. #23C

11. @Mike_Arnesen
They’ve wreaked their havoc on our idyllic paradise. #Author2Authority
#23C

12. @Mike_Arnesen
A vision revealed that users love content written by people! #Author2Authority
#23C

13. @Mike_Arnesen
Authorship is the way of the future, #Author2Authority
but right now, anyone can get it. #23C

14. @Mike_Arnesen
The fellowship may grow too large #Author2Authority
and some may not be worthy. #23C

15. @Mike_Arnesen
Only those who are destined can continue to authority.
#Author2Authority
#23C

16. The journey to authority starts with authorship. @Mike_Arnesen
#Author2Authority
You can’t become an authority if no one knows who you are! #23C

17. is a prerequisite
to authority.
@Mike_Arnesen
Only 9% of tech blogs implement Google Authorship properly. #Author2Authority
http://selnd.com/NTwrO6 #23C

18. @Mike_Arnesen
Step 1: Get a Google+ profile. #Author2Authority
#23C

19. @Mike_Arnesen
Step 2: Alert Google to your content!
#Author2Authority
Fill out your “Contributor To” section: http://bit.ly/RZ7hbT #23C

20. @Mike_Arnesen
Step 3: We’ve linked Google to our content. #Author2Authority
Now link our content to Google. There are 3 options. #23C

21. Construction:
<link rel=“author” href=“https://plus.google.com/XXX” />
@Mike_Arnesen
Use a behind-the-scenes <link> to connect to your Google+
#Author2Authority
profile. Yoast’s SEO Plugin: http://bit.ly/PgKMTd #23C

22. Construction:
<a href=“https://plus.google.com/XXX?rel=author”>
Firstname Lastname
</a>
@Mike_Arnesen
Link your content using rel=author #Author2Authority
#23C

23. @Mike_Arnesen
Use your website email address to “signup for Authorship”. #Author2Authority
http://bit.ly/TA5eRv #23C

24. @Mike_Arnesen
I use option 2. Pick your favorite. #Author2Authority
#23C

25. @Mike_Arnesen
Use the Structured Data Testing Tool to verify that it works. #Author2Authority
http://bit.ly/Pea703 #23C

26. Benefits of Authorship
@Mike_Arnesen
#Author2Authority
#23C

27. @Mike_Arnesen
Benefit: familiarity with your personal brand! #Author2Authority
#23C

28. @Mike_Arnesen
Benefit: Increased CTR on search results. #Author2Authority
Ranking #1 isn’t what’s most important anymore! #23C

29. Tips for Authorship
@Mike_Arnesen
#Author2Authority
#23C

30. @Mike_Arnesen
Google’s guidelines state you need a quality headshot. #Author2Authority
Testing headshots can increase CTR: http://mz.cm/RrxLYG #23C

31. @Mike_Arnesen
You may not be awarded an Author Rich Snippet
#Author2Authority
until you link 3-5 pieces of content. #23C

32. @Mike_Arnesen
AuthorRank = Authority #Author2Authority
#23C

33. @Mike_Arnesen
AuthorRank will measure your authority in specific subjects.
#Author2Authority
It will then filter traditional search results. #23C

34. @Mike_Arnesen
The time to work on your AuthorRank and move towards
#Author2Authority
authority is now. http://mz.cm/Q7LsZH #23C

35. @Mike_Arnesen
Your AuthorRank will be determined by signals that #Author2Authority
indicate the value of your content & opinions. #23C

36. @Mike_Arnesen
Pick a topic you’re passionate about and specialize in it. #Author2Authority
Become the authority. #23C

37. @Mike_Arnesen
Write amazing content. #Author2Authority
Content that people will want to read and share. #23C

38. @Mike_Arnesen
Start using Google+. #Author2Authority
Engage with people; build a following; demonstrate authority. #23C

39. Identify authors with authority & build relationships with them. @Mike_Arnesen
#Author2Authority
Having them follow you will boost your own authority. #23C

40. @Mike_Arnesen
Use Ripples to find who shares your content. Thank them! #Author2Authority
Great bookmarklet: http://bit.ly/Qz95Il #23C

41. @Mike_Arnesen
Engage offline to build authority online. #Author2Authority
#23C

42. @Mike_Arnesen
Google will likely use authority signals from other networks as #Author2Authority
well. Where can you demonstrate your authority? #23C

43. Epilogue
@Mike_Arnesen
#Author2Authority
#23C

44. Moving from authorship to authority
is a gradual, organic process.
There are NO shortcuts
@Mike_Arnesen
#Author2Authority
#23C

45. @Mike_Arnesen
#Author2Authority
#23C

46. I want to help you
to get started with Authorship.
And I’ll make the time.
No joke.
@Mike_Arnesen
#Author2Authority
#23C

47. Let’s talk.
Just Tweet me.
@mike_anresen
@Mike_Arnesen
#Author2Authority
#23C

48. SwellPath.com
@Mike_Arnesen
#Author2Authority
#23C

49. Download:
http://mikearnesen.com/smx-east-12/
Mike Arnesen
Senior SEO, SwellPath
@Mike_Arnesen
#Author2Authority
#23C