Pubcon Google+ Google Plus and Author Markup Panel by Rob Garner
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Pubcon Google+ Google Plus and Author Markup Panel by Rob Garner

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My feature presentation on how Google + works, optimization for Google+, the authorship markup, and the author graph

My feature presentation on how Google + works, optimization for Google+, the authorship markup, and the author graph

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Pubcon Google+ Google Plus and Author Markup Panel by Rob Garner Pubcon Google+ Google Plus and Author Markup Panel by Rob Garner Presentation Transcript

  • Google+October 17, 2012
  • iCrossing - Agency services
  • with clients including…
  • Search and Social: The Definitive Guide to Real-Time Content Marketing • Covers interdependent search and social concepts • Social signals on search • Interview with Brett Tabke and many others • Ships Nov. 6 • 406 pagesCopyright iCrossing - Proprietary and Confidential 4
  • Overview • How to think about Google+ • Author and Publisher MarkupCopyright iCrossing - Proprietary and Confidential 5
  • How to think about Google+
  • Google+ is not intended solely as a destination like Facebook… …It will instead provide a human social layer to inform all of its products and servicesCopyright iCrossing - Proprietary and Confidential 7
  • Wanna know how Google+ works? Use your SEO sensibilities • People are nodes, just like websites are nodes • Connections between people are measured just like connections between links • Social profiles also have keyword inference, themes and authority, just like links and websites • Natural language processing is critical to the social experience, and infers intent and context, just like searchCopyright iCrossing - Proprietary and Confidential 8
  • Ex. Of Social Relevancy: An SEO View of Google+ Consider the parallel aspects of websites, and Google+ accounts • Domain authority : user ID • Duplicate content : +1’ed and shared content • Freshness : freshness • Links : Circles, Shares • Quality of links : Quality of people who have circled you • Inbound links vs. outbound links : Ratio of your circles in contrast to the number of people circling you • Linking to bad : good neighborhoods • Anchor text of links: Labeling of Circles • Keyword themes of Google+ Users A Big Week For Real-Time And Social Search, Search Insider http://bit.ly/bigweek What An Algorithmic Approach To Twitters Social-Search Layer Might Look Like, Search Insider http://bit.ly/algorithmic 9
  • Social Connections in Google+ The Google+ Webmaster FAQ states that the social connections can influence visibility or other elements of your social experience These connections may include: •People in your Gmail chat list •People in your Google contacts •People you’re following on Google Reader •People who are publicly connected to you in other networks such as Twitter http://support.google.com/websearch/bin/answer.py?hl=en&answer=1067707Copyright iCrossing - Proprietary and Confidential 10
  • Yes, +1s can be used as a search signal Google states that +1s from people in your network can be a “useful signal” to help determine the relevance of a search query. http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1140194Copyright iCrossing - Proprietary and Confidential 11
  • For Search Signals, +1s are Measured within Context of the Query Search query context: “cool SEO conference” • When you +1 a result in Google search, Google captures the query you used to find that result and adds the context of that keyword to your annotation • This attribution of keyword phrase context is similar to the way search engines apply the context of anchor text to a link Share context: “search industry” and “social” circlesCopyright iCrossing - Proprietary and Confidential 12
  • Circles: Increased network size is an SEO tactic • Annotation features like +1s appear only to those in a networks • Your company presence becomes more prominent within the SERPs of those who have circled you • Tremendous first mover advantage • Many companies slow to embrace Google+ • Build up your network • Circle people who are relevant to you • Invite people • Circle those who share or publish content in Google+ that corresponds with the main theme of your businessCopyright iCrossing - Proprietary and Confidential 13
  • Authorship Markup
  • The Author Graph• Measures influence, authority, and theme, just the way Google measures other digital assets• Your influence is reflected by the quality and theme of the publications you write for, and by the relative social signals for those propertiesCopyright iCrossing - Proprietary and Confidential 15
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  • Authorship: Connect the properties you write for in your G+ Profile using LinksCopyright iCrossing - Proprietary and Confidential 20
  • Establish a link back from the publications you write for • Once you have linked to your publications in the Contributor To section of your profile page, you must also create a link back from your profile pages on the third party sites • If you contribute to your own sites, this will be easier to complete because you have more control to add this link yourself or have someone in your company do it for you • If you are publishing on sites that you do not own, you will need to have an administrator place these links back to your profile. • The link on the publishing site must include the rel=author attribute and link back to your profile on Google+. Your profile link should look like this: <a href="https://plus.google.com/2222221111112?rel=author">Google</a> • Be patient, because it may take up to several weeks to start appearing in the search results. • You can also use the Google rich snippet tool to test your authorship markup, but remember that proper implementation does not guarantee that your markup will appear in the search results.Copyright iCrossing - Proprietary and Confidential 21
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  • Establishing Authorship with a Verified Email Address • A second method of verifying your connection between a website and Google is with a verified email address. • This email address should contain the domain of the site that you publish on and that was submitted in the box on the following URL: https://plus.google.com/authorship. • Once your email address has been authenticated, Google will add your address to the Work section of your profile. You can then edit your profile to make it private or adjust the settings of who should see your contact info. • Make sure that all of your articles contain a byline with a brief description of who you are and that each article you wrote is preceded with “by.” Google looks for snippets of text that contain the phrase “by+Author+Name” as a signal to reinforce authorship.Copyright iCrossing - Proprietary and Confidential 24
  • Establishing Authorship Using WordPress Plug-ins • There are a variety of different WordPress plug-ins to help you quickly establish rel=author for your individual authors or blogs with multiple authors. Here are two examples of plug-ins to help get you going: • Authorsure: This plug-in works for both single-author and multiauthor WordPress blogs http://wordpress.org/extend/plugins/authorsure/ • Google Authorship for Multiple Authors: This tool is designed mainly for blogs with multiple authors, and its creator states that it needs to be customized in order to work for single-author blogs http://wordpress.org/extend/plugins/google-authorship-for-multiple-writers/Copyright iCrossing - Proprietary and Confidential 25
  • Publisher Markup
  • Publishers: Get a Google Badge • Google Badge is a way to connect your website directly to your Google profile • Google “strongly recommends” that webmasters and publishers make this connection. • Google also refers to it as an “enhanced version of the +1 button” • In effect, it creates a sort of handshake between your main web asset and your Google+ presence and verifies your web presence with Google as a publisher • Read more about Google Badges at https://developers.google.com/+/plugins/badge/config .Copyright iCrossing - Proprietary and Confidential 27
  • Publishers: Get a Google Badge • There are two other ways to confirm ownership of your site with Google: 1) Create a rel="publisher" link from the main page of your website to your Google+ page. The link code follows: <a rel="publisher" href="https://plus.google.com/YourGoogle+AcctURLHere">Find us on Google+</a> 2) If you don’t want to put the link on your public-facing page, you can include the following code in the head section of your main page: <link rel="publisher" href="https://plus.google.com/[yourpageID]" />Copyright iCrossing - Proprietary and Confidential 28
  • Thank youCopyright iCrossing - Proprietary and Confidential 29