0
Google Authorship,
AuthorRank and Google+
Demystified
@StevenShattuck | #IndySM
AuthorRank
does not exist(yet)
@StevenShattuck | #IndySM
@StevenShattuck | #IndySM
Google Authorship
does exist(and it’s awesome)
@StevenShattuck | #IndySM
Understanding AuthorRank
HOW IS CONTENT RANKED?
• Links
• Social
• On-Page (Technical)
• On-Page (Content)
@StevenShattuck | #IndySM
HOW IS CONTENT RANKED?
• Links
• Social
• On-Page (Technical)
• On-Page (Content)
@StevenShattuck | #IndySM
@StevenShattuck | #IndySM
How does Google know if
content is good?
“AGENT RANK” PATENT (2005)
“The identity of individual agents
responsible for content can be used to
influence search ratin...
@StevenShattuck | #IndySM
“We know that great content
comes from great authors, and
we’re looking closely at ways
this mar...
DIGGING INTO AGENT RANK
Assuming that a given agent has a high reputational score,
representing an established reputation ...
IN OTHER WORDS
Expert content,
written by non-anonymous authors
will rank higher than anonymous content.
@StevenShattuck |...
THINGS WE DON’T KNOW
• How significant of a ranking factor it will be
• How authors will be graded (PageRank? Klout?)
• If/...
GOOGLE WANTS IT
@StevenShattuck | #IndySM
“Within search results, information
tied to verified online profiles will
be ranke...
How do you identify yourself
to Google?
GOOGLE AUTHORSHIP
@StevenShattuck | #IndySM
rel=”author”
contributor to
GOOGLE AUTHORSHIP 1/2
@StevenShattuck | #IndySM
http://searchengineland.com/the-definitive-guide-to-google-authorship-marku...
GOOGLE AUTHORSHIP 2/2
@StevenShattuck | #IndySM
Yoast SEO Plug-in
http://www.swellpath.com/2013/09/author-rich-snippets-tu...
TESTING
@StevenShattuck | #IndySM
http://www.google.com/webmasters/tools/richsnippets
AUTHORRANK PRE-REQ
@StevenShattuck | #IndySM
“The identity of individual
agents responsible for content
can be used to
infl...
@StevenShattuck | #IndySM
Benefits of Google Authorship
AUTHOR RICH SNIPPETS
@StevenShattuck | #IndySM
AUTHOR RICH SNIPPETS
@StevenShattuck | #IndySM
Google+ Profile
Author Photo
Other Posts
AUTHOR RICH SNIPPETS
@StevenShattuck | #IndySM
Which would
you click first?
Which caught
your eye first?
NIELSEN'S F PATTERN
@StevenShattuck | #IndySM
Higher CTR?
Ranking not as important?
http://justinbriggs.org/how-does-googl...
YOUR FACE MATTERS!
@StevenShattuck | #IndySM
http://moz.com/blog/google-author-photos
35%
increase
in traffic!
TEST ≠ APPEARANCE
@StevenShattuck | #IndySM
APPEARANCE FACTORS
@StevenShattuck | #IndySM
How authorship is set up
+
Frequency of page crawl (time)
+
Frequency of publ...
NOT JUST WEBPAGES
@StevenShattuck | #IndySM
AUTHORSHIP STATS
@StevenShattuck | #IndySM
WHEN AUTHORSHIP IS BAD
@StevenShattuck | #IndySM
http://searchenginewatch.com/article/2286728/Can-Google-Authorship-Really...
AUTHORSHIP ADOPTION
@StevenShattuck | #IndySM
BRANDSTOO!
@StevenShattuck | #IndySM
rel=”publisher”
verified URL
REL=”PUBLISHER”
@StevenShattuck | #IndySM
Publisher Rich Snippets!
Yoast SEO Plug-in
Google+
IDEAL BLOG POST
@StevenShattuck | #IndySM
rel=”publisher” (Bloomerang)
rel=”author” (Steven Shattuck)
@StevenShattuck | #IndySM
AuthorRank and
Google Authorship
will keep Google+ relevant
identity + authority
GOOGLE+: IDENTITY ENGINE
@StevenShattuck | #IndySM
Google+
YouTube
GOOGLE+ PAGEVERIFICATION
@StevenShattuck | #IndySM
https://support.google.com/plus/contact/page_verification
http://socialm...
GOOGLE+:AUTHORITY ENGINE
@StevenShattuck | #IndySM
http://blog.searchmetrics.com/us/2013/06/27/ranking-factors-2013-google...
GOOGLE+:AUTHORITY ENGINE
@StevenShattuck | #IndySM
“After Page Authority, a URL's number of Google +1s is more highly corr...
GOOGLE+ USAGE IS KEY
@StevenShattuck | #IndySM
Google+ posts pass link equity!
3 follow links!
AGENT RANK BLUEPRINT
Assuming that a given agent has a high reputational score,
representing an established reputation for...
AUTHORRANK SUCCESS
@StevenShattuck | #IndySM
Google Authorship + Frequent Publishing + Google+
AUTHORRANK SUCCESS
@StevenShattuck | #IndySM
• Create author page and author bio
https://bloomerang.co/blog/author/steven/...
THINGSTO AVOID
@StevenShattuck | #IndySM
• Brand as author (“by Bloomerang”)
• “by Guest Author”
• Guest posts attributed ...
FURTHER READING
@StevenShattuck | #IndySM
✤ http://raventools.com/blog/ultimate-list-of-relauthor-resources/
✤ http://moz....
@StevenShattuck | #IndySM
Questions?
Slides: http://bit.ly/breakfastrank
waffle via
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Indy Social Media Breakfast - AuthorRank

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If you've followed SEO and Internet marketing news over the past year or so, you've no doubt come across the concept of AuthorRank, which AJ Kohn says "could be more disruptive than all of the Panda updates combined."

Google has stated that "the identity of individual agents responsible for content can be used to influence search ratings." In other words, Google will begin (or has begun) to consider not only content quality as the basis of search results, but also their authors.
Many believe that AuthorRank will be the definitive search engine ranking factor of the future. Steven Shattuck will get you up to speed on AuthorRank, and show you how to take advantage of the many benefits of Google Authorship.

What's on the agenda?

We'll keep the event to 90 minutes, focusing on providing attendees with opportunities to meet each other, as well as hear valuable insight from our guest speaker.

Please note that doors open no earlier than 7:30am.

7:30 AM Arrival and networking
8:00 AM Announcements & introductions
8:10 AM Presentation by Steven Shattuck
9:00 AM We're done! On with your day...

Who's Presenting?

Steven Shattuck, VP of Marketing - Bloomerang

Steven Shattuck (@StevenShattuck) is VP of Marketing at Bloomerang, which helps nonprofit organizations to reach, engage and retain the advocates they depend on to achieve their vision for a better world.

As a HubSpot Certified inbound marketer, he is a contributor to Social Media Today, Search Engine Journal, The Build Network and Business2Community. Steven has spoken at national and local conferences, and is frequently interviewed by media outlets for his expertise in digital marketing.

Recipient of the David Letterman Scholarship, he graduated with honors from Ball State University in 2006 with a degree in Telecommunications and Creative Writing.

Published in: Technology, Business
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Transcript of "Indy Social Media Breakfast - AuthorRank"

  1. 1. Google Authorship, AuthorRank and Google+ Demystified @StevenShattuck | #IndySM
  2. 2. AuthorRank does not exist(yet) @StevenShattuck | #IndySM
  3. 3. @StevenShattuck | #IndySM Google Authorship does exist(and it’s awesome)
  4. 4. @StevenShattuck | #IndySM Understanding AuthorRank
  5. 5. HOW IS CONTENT RANKED? • Links • Social • On-Page (Technical) • On-Page (Content) @StevenShattuck | #IndySM
  6. 6. HOW IS CONTENT RANKED? • Links • Social • On-Page (Technical) • On-Page (Content) @StevenShattuck | #IndySM
  7. 7. @StevenShattuck | #IndySM How does Google know if content is good?
  8. 8. “AGENT RANK” PATENT (2005) “The identity of individual agents responsible for content can be used to influence search ratings. Assuming that a given agent has a high reputational score, representing an established reputation for authoring valuable content, then additional content authored and signed by that agent will be promoted relative to unsigned content or content from less reputable agents in search results.” @StevenShattuck | #IndySM
  9. 9. @StevenShattuck | #IndySM “We know that great content comes from great authors, and we’re looking closely at ways this markup could help us highlight authors and rank search results.” - Othar Hansson (Software Engineer, Google) “AGENT RANK” PATENT (2005)
  10. 10. DIGGING INTO AGENT RANK Assuming that a given agent has a high reputational score, representing an established reputation for authoring valuable content, then additional content authored and signed by that agent will be promoted relative to unsigned content or content from less reputable agents in search results.” @StevenShattuck | #IndySM 1. high reputational score (readers/followers/subscribers) 2. established reputation (non-anonymous) 3. valuable content (traffic/shares)
  11. 11. IN OTHER WORDS Expert content, written by non-anonymous authors will rank higher than anonymous content. @StevenShattuck | #IndySM Google: Agent Rank Marketers: AuthorRank (same thing, basically)
  12. 12. THINGS WE DON’T KNOW • How significant of a ranking factor it will be • How authors will be graded (PageRank? Klout?) • If/when it will ever go live @StevenShattuck | #IndySM
  13. 13. GOOGLE WANTS IT @StevenShattuck | #IndySM “Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.” - Eric Schmidt (Executive Chairman, Google)
  14. 14. How do you identify yourself to Google?
  15. 15. GOOGLE AUTHORSHIP @StevenShattuck | #IndySM rel=”author” contributor to
  16. 16. GOOGLE AUTHORSHIP 1/2 @StevenShattuck | #IndySM http://searchengineland.com/the-definitive-guide-to-google-authorship-markup-123218
  17. 17. GOOGLE AUTHORSHIP 2/2 @StevenShattuck | #IndySM Yoast SEO Plug-in http://www.swellpath.com/2013/09/author-rich-snippets-tutorial-2013/
  18. 18. TESTING @StevenShattuck | #IndySM http://www.google.com/webmasters/tools/richsnippets
  19. 19. AUTHORRANK PRE-REQ @StevenShattuck | #IndySM “The identity of individual agents responsible for content can be used to influence search ratings.” Google Authorship (exists) AuthorRank (does not exist)
  20. 20. @StevenShattuck | #IndySM Benefits of Google Authorship
  21. 21. AUTHOR RICH SNIPPETS @StevenShattuck | #IndySM
  22. 22. AUTHOR RICH SNIPPETS @StevenShattuck | #IndySM Google+ Profile Author Photo Other Posts
  23. 23. AUTHOR RICH SNIPPETS @StevenShattuck | #IndySM Which would you click first? Which caught your eye first?
  24. 24. NIELSEN'S F PATTERN @StevenShattuck | #IndySM Higher CTR? Ranking not as important? http://justinbriggs.org/how-does-google-authorship-impact-ctr
  25. 25. YOUR FACE MATTERS! @StevenShattuck | #IndySM http://moz.com/blog/google-author-photos 35% increase in traffic!
  26. 26. TEST ≠ APPEARANCE @StevenShattuck | #IndySM
  27. 27. APPEARANCE FACTORS @StevenShattuck | #IndySM How authorship is set up + Frequency of page crawl (time) + Frequency of publishing + Google+ usage / profile robustness + Individual search settings
  28. 28. NOT JUST WEBPAGES @StevenShattuck | #IndySM
  29. 29. AUTHORSHIP STATS @StevenShattuck | #IndySM
  30. 30. WHEN AUTHORSHIP IS BAD @StevenShattuck | #IndySM http://searchenginewatch.com/article/2286728/Can-Google-Authorship-Really-Cause-a-Huge-Traffic-Drop-Case-Study
  31. 31. AUTHORSHIP ADOPTION @StevenShattuck | #IndySM
  32. 32. BRANDSTOO! @StevenShattuck | #IndySM rel=”publisher” verified URL
  33. 33. REL=”PUBLISHER” @StevenShattuck | #IndySM Publisher Rich Snippets! Yoast SEO Plug-in Google+
  34. 34. IDEAL BLOG POST @StevenShattuck | #IndySM rel=”publisher” (Bloomerang) rel=”author” (Steven Shattuck)
  35. 35. @StevenShattuck | #IndySM AuthorRank and Google Authorship will keep Google+ relevant identity + authority
  36. 36. GOOGLE+: IDENTITY ENGINE @StevenShattuck | #IndySM Google+ YouTube
  37. 37. GOOGLE+ PAGEVERIFICATION @StevenShattuck | #IndySM https://support.google.com/plus/contact/page_verification http://socialmediatoday.com/sashattuck/1181931/what-s-value-large-google-following Verification
  38. 38. GOOGLE+:AUTHORITY ENGINE @StevenShattuck | #IndySM http://blog.searchmetrics.com/us/2013/06/27/ranking-factors-2013-google-usa/
  39. 39. GOOGLE+:AUTHORITY ENGINE @StevenShattuck | #IndySM “After Page Authority, a URL's number of Google +1s is more highly correlated with search rankings than any other factor. In fact, the correlation of Google +1s beat out other well known metrics including linking root domains, Facebook shares, and even keyword usage.” http://moz.com/blog/google-plus-correlations http://www.stonetemple.com/measuring-google-plus-impact-on-search-rankings/
  40. 40. GOOGLE+ USAGE IS KEY @StevenShattuck | #IndySM Google+ posts pass link equity! 3 follow links!
  41. 41. AGENT RANK BLUEPRINT Assuming that a given agent has a high reputational score, representing an established reputation for authoring valuable content, then additional content authored and signed by that agent will be promoted relative to unsigned content or content from less reputable agents in search results.” @StevenShattuck | #IndySM 1. high reputational score (readers/followers/subscribers) 2. established reputation (non-anonymous) 3. valuable content (traffic/shares) Google Authorship G+ Frequent Publishing
  42. 42. AUTHORRANK SUCCESS @StevenShattuck | #IndySM Google Authorship + Frequent Publishing + Google+
  43. 43. AUTHORRANK SUCCESS @StevenShattuck | #IndySM • Create author page and author bio https://bloomerang.co/blog/author/steven/ • Establish Google Authorship (owned and earned blogs) • Add Google+ badge to website • Fill out Google+ profile completely • Verify your name • Publish frequently (focused area of expertise_ • Active use of social media - especially Google+ • +1 button on your blog posts
  44. 44. THINGSTO AVOID @StevenShattuck | #IndySM • Brand as author (“by Bloomerang”) • “by Guest Author” • Guest posts attributed to in-house author • *Ghost-written blog posts • *Outsourced content *be careful
  45. 45. FURTHER READING @StevenShattuck | #IndySM ✤ http://raventools.com/blog/ultimate-list-of-relauthor-resources/ ✤ http://moz.com/blog/how-to-prepare-for-authorrank-and-get-the-jump-on- google ✤ http://www.seobythesea.com/2011/11/agent-rank-or-google-plus-as-an- identity-service-or-digital-signature/ ✤ http://www.blindfiveyearold.com/author-rank
  46. 46. @StevenShattuck | #IndySM Questions? Slides: http://bit.ly/breakfastrank waffle via
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