0
@StevenShattuck | #MixRank
Why AuthorRank is the future of SEO
and what you need to do about it today.
About Steven:
✤ VP Marketing, Bloomerang
✤ Published in: Search Engine
Journal, Content Marketing
Institute, Social Media ...
@StevenShattuck | #MixRank
What we’ll be covering:
✤ State of SEO
✤ What is AuthorRank?
✤ What is Google Authorship?
✤ Ben...
@StevenShattuck | #MixRank
Before we begin:
✤ There is no such thing as AuthorRank.
@StevenShattuck | #MixRank
Before we begin:
✤ There is no such thing as AuthorRank.
✤ You cannot (currently) “build AuthorRank.”
@StevenShattuck | #MixRank
Before we ...
✤ There is no such thing as AuthorRank.
✤ You cannot (currently) “build AuthorRank.”
✤ “AuthorRank” is a term invented by ...
✤ There is no such thing as AuthorRank.
✤ You cannot (currently) “build AuthorRank.”
✤ “AuthorRank” is a term invented by ...
What is AuthorRank?
@StevenShattuck | #MixRank
Then:
Keyword Stuffing | Exact Match Domain | Link Spam | Directories
@StevenShattuck | #MixRank
Then:
Keyword Stuffing | Exact Match Domain | Link Spam | Directories
Now:
Good Content | Social Signals | Relevant Links
@...
Then:
Keyword Stuffing | Exact Match Domain | Link Spam | Directories
Now:
Good Content | Social Signals | Relevant Links
T...
How is content currently ranked?
✤ Social
✤ Backlinks
✤ Onpage (Technical)
✤ Onpage (Content)
@StevenShattuck | #MixRank
How is content currently ranked?
✤ Social
✤ Backlinks
✤ Onpage (Technical)
✤ Onpage (Content)
@StevenShattuck | #MixRank
Then:
Keyword Stuffing | Exact Match Domain | Link Spam | Directories
Now:
Good Content | Social Signals | Relevant Links
T...
How does Google know if content is good?
@StevenShattuck | #MixRank
2005 Google Patent - “Agent Rank”
“The identity of individual agents responsible for content
can be used to influence searc...
Digging in to “Agent Rank”
“Assuming that a given agent has a high reputational score,
representing an established reputat...
Digging in to “Agent Rank”
“Assuming that a given agent has a high reputational score,
representing an established reputat...
Digging in to “Agent Rank”
“Assuming that a given agent has a high reputational score,
representing an established reputat...
GoogleWants AuthorRank
“We know that great content
comes from great authors,
and we’re looking closely at
ways this markup...
AuthorRank defined:
Expert content, written by established (non-anonymous)
authors will rank higher than anonymous content...
Anonymity / Identity
“Within search results, information tied to verified
online profiles will be ranked higher than content...
Identity: Google Authorship
@StevenShattuck | #MixRank
2005 Google Patent - “Agent Rank”
“The identity of individual agents responsible for content
can be used to influence searc...
What is Google Authorship?
✤ Google Authorship ties authors to their content
✤ Established Google Authorship is a requisit...
@StevenShattuck | #MixRank
Meanwhile, on Google+...
Google Authorship begins on Google+
rel=”author”
contributor to
@StevenShattuck | #MixRank
Establishing Google Authorship has immediate value
@StevenShattuck | #MixRank
Authorship Rich Snippets
@StevenShattuck | #MixRank
Authorship Rich Snippets
@StevenShattuck | #MixRank
Google+ Profile
Author Photo
Other Posts
Trust Factor
@StevenShattuck | #MixRank
Trust Factor
@StevenShattuck | #MixRank
Which would
you click first?
Which caught
your eye first?
Authorship Rich Snippets
@StevenShattuck | #MixRank
✤ Increased visibility in the SERPs
✤ Instant credibility
✤ Link to ot...
Google Authorship: Instructions
@StevenShattuck | #MixRank
1. Add blog / author URL to Google+ “Contributor to” field
2. Ad...
“Contributor to”
@StevenShattuck | #MixRank
Structured DataTestingTool
http://www.google.com/webmasters/tools/richsnippets
@StevenShattuck | #MixRank
Authorship Stats
@StevenShattuck | #MixRank
Authorship is catching on
@StevenShattuck | #MixRank
Not just webpages
@StevenShattuck | #MixRank
When authorship is a bad idea
@StevenShattuck | #MixRank
http://searchenginewatch.com/article/2286728/Can-Google-Authorshi...
Authorship creates content champions
@StevenShattuck | #MixRank
Authorship creates content champions
✤ Encourages internal/external content production
✤ Helps build author’s personal bra...
R.I.P.Anonymous Content
@StevenShattuck | #MixRank
R.I.P.Anonymous Content
✤ No more “by ‘Guest Blogger’” or “by (company name)”
✤ Tough days ahead for ghost-written, outsou...
IdentityVerification Across All Google Platforms
@StevenShattuck | #MixRank
Google Authorship will keep Google+ relevant
@StevenShattuck | #MixRank
Just use Google+
✤ Fill out your profile
✤ Share articles daily
✤ Post comments
✤ Add people to Circles
✤ +1 your articles
...
What about Brands?
@StevenShattuck | #MixRank
What about Brands?
@StevenShattuck | #MixRank
rel=”publisher”
verified URL
rel=”publisher”
@StevenShattuck | #MixRank
rel=”publisher” + rel=”author”
@StevenShattuck | #MixRank
http://www.swellpath.com/2013/01/authorrank-for-brands/
http://w...
What about AuthorRank?
@StevenShattuck | #MixRank
What about AuthorRank?
@StevenShattuck | #MixRank
Watch your rankings closely.
Pay attention to Google announcements.
Grain of salt: Matt Cutts
@StevenShattuck | #MixRank
“Just because a patent
issues...doesn’t necessarily
mean we are using...
How to prepare for AuthorRank
@StevenShattuck | #MixRank
✤ Establish Google Authorship (ask for rel=”author”)
✤ Build your...
Further Reading:
✤ http://raventools.com/blog/ultimate-list-of-relauthor-resources/
✤ http://moz.com/blog/how-to-prepare-f...
Questions?
@StevenShattuck | #MixRank
Slides: http://bit.ly/mix_rank
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Why AuthorRank is the Future of SEO (Mixwest 2013)

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http://www.mixwest.com/schedule/view/161

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 SEO ranking factor for all content on the web. Steven Shattuck will get you up to speed on what AuthorRank is and why you need to start preparing for this up-and-coming search engine ranking factor.

Key Takeaways:

* Overview of the history of AuthorRank / Agent Rank.
* Gain an understanding of how AuthorRank can affect search engine rankings and click-through rates.
* Learn how to set up Google Authorship to begin establishing your AuthorRank today.
* Learn how to optimize author rich snippets to increase CTR.

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Transcript of "Why AuthorRank is the Future of SEO (Mixwest 2013)"

  1. 1. @StevenShattuck | #MixRank Why AuthorRank is the future of SEO and what you need to do about it today.
  2. 2. About Steven: ✤ VP Marketing, Bloomerang ✤ Published in: Search Engine Journal, Content Marketing Institute, Social Media Today, Business2Community, ExactTarget, Inside INdiana Business, Raven Internet Marketing Tools @StevenShattuck | #MixRank
  3. 3. @StevenShattuck | #MixRank What we’ll be covering: ✤ State of SEO ✤ What is AuthorRank? ✤ What is Google Authorship? ✤ Benefits of Google Authorship ✤ How to prepare for AuthorRank
  4. 4. @StevenShattuck | #MixRank Before we begin:
  5. 5. ✤ There is no such thing as AuthorRank. @StevenShattuck | #MixRank Before we begin:
  6. 6. ✤ There is no such thing as AuthorRank. ✤ You cannot (currently) “build AuthorRank.” @StevenShattuck | #MixRank Before we begin:
  7. 7. ✤ There is no such thing as AuthorRank. ✤ You cannot (currently) “build AuthorRank.” ✤ “AuthorRank” is a term invented by marketers. @StevenShattuck | #MixRank Before we begin:
  8. 8. ✤ There is no such thing as AuthorRank. ✤ You cannot (currently) “build AuthorRank.” ✤ “AuthorRank” is a term invented by marketers. ✤ Google Authorship and AuthorRank are not the same thing. @StevenShattuck | #MixRank Before we begin:
  9. 9. What is AuthorRank? @StevenShattuck | #MixRank
  10. 10. Then: Keyword Stuffing | Exact Match Domain | Link Spam | Directories @StevenShattuck | #MixRank
  11. 11. Then: Keyword Stuffing | Exact Match Domain | Link Spam | Directories Now: Good Content | Social Signals | Relevant Links @StevenShattuck | #MixRank
  12. 12. Then: Keyword Stuffing | Exact Match Domain | Link Spam | Directories Now: Good Content | Social Signals | Relevant Links Tomorrow: + AuthorRank @StevenShattuck | #MixRank
  13. 13. How is content currently ranked? ✤ Social ✤ Backlinks ✤ Onpage (Technical) ✤ Onpage (Content) @StevenShattuck | #MixRank
  14. 14. How is content currently ranked? ✤ Social ✤ Backlinks ✤ Onpage (Technical) ✤ Onpage (Content) @StevenShattuck | #MixRank
  15. 15. Then: Keyword Stuffing | Exact Match Domain | Link Spam | Directories Now: Good Content | Social Signals | Relevant Links Tomorrow: + AuthorRank @StevenShattuck | #MixRank ? ? ?
  16. 16. How does Google know if content is good? @StevenShattuck | #MixRank
  17. 17. 2005 Google Patent - “Agent Rank” “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 | #MixRank
  18. 18. Digging in to “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 | #MixRank
  19. 19. Digging in to “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 | #MixRank 1. established reputation 2. high reputational score 3. valuable content
  20. 20. Digging in to “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 | #MixRank 1. established reputation (identity) 2. high reputational score (active social graph) 3. valuable content (credible expertise)
  21. 21. GoogleWants AuthorRank “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) @StevenShattuck | #MixRank
  22. 22. AuthorRank defined: Expert content, written by established (non-anonymous) authors will rank higher than anonymous content. @StevenShattuck | #MixRank ✤ One (desired) ranking factor out of many (PageRank, Domain Authority, etc.) ✤ Content quality + author quality (reputation) ✤ Anonymous / ghost-written / outsourced / plagiarized content will suffer ✤ No one outside of Google knows the timetable / how this will manifest
  23. 23. Anonymity / Identity “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) @StevenShattuck | #MixRank
  24. 24. Identity: Google Authorship @StevenShattuck | #MixRank
  25. 25. 2005 Google Patent - “Agent Rank” “The identity of individual agents responsible for content can be used to influence search ratings.” @StevenShattuck | #MixRank Google Authorship (exists) AuthorRank (does not exist)
  26. 26. What is Google Authorship? ✤ Google Authorship ties authors to their content ✤ Established Google Authorship is a requisite to building AuthorRank ✤ Implements goals of “Agent Rank” patent through one mechanism 1. established reputation (identity) 2. high reputational score (active social graph) 3. valuable content (credible expertise) @StevenShattuck | #MixRank
  27. 27. @StevenShattuck | #MixRank Meanwhile, on Google+...
  28. 28. Google Authorship begins on Google+ rel=”author” contributor to @StevenShattuck | #MixRank
  29. 29. Establishing Google Authorship has immediate value @StevenShattuck | #MixRank
  30. 30. Authorship Rich Snippets @StevenShattuck | #MixRank
  31. 31. Authorship Rich Snippets @StevenShattuck | #MixRank Google+ Profile Author Photo Other Posts
  32. 32. Trust Factor @StevenShattuck | #MixRank
  33. 33. Trust Factor @StevenShattuck | #MixRank Which would you click first? Which caught your eye first?
  34. 34. Authorship Rich Snippets @StevenShattuck | #MixRank ✤ Increased visibility in the SERPs ✤ Instant credibility ✤ Link to other posts by that author ✤ Link to their social profile (G+) ✤ Higher CTR ✤ #1 ranking not as important?
  35. 35. Google Authorship: Instructions @StevenShattuck | #MixRank 1. Add blog / author URL to Google+ “Contributor to” field 2. Add rel=”author” markup that points to author G+ URL ✤ Easy in Wordpress: use Yoast Wordpress SEO plugin ✤ Non-Wordpress: have G+ profile URL somewhere in author bio Detailed instructions: http://searchengineland.com/the-definitive-guide-to-google-authorship-markup-123218
  36. 36. “Contributor to” @StevenShattuck | #MixRank
  37. 37. Structured DataTestingTool http://www.google.com/webmasters/tools/richsnippets @StevenShattuck | #MixRank
  38. 38. Authorship Stats @StevenShattuck | #MixRank
  39. 39. Authorship is catching on @StevenShattuck | #MixRank
  40. 40. Not just webpages @StevenShattuck | #MixRank
  41. 41. When authorship is a bad idea @StevenShattuck | #MixRank http://searchenginewatch.com/article/2286728/Can-Google-Authorship-Really-Cause-a-Huge-Traffic-Drop-Case-Study
  42. 42. Authorship creates content champions @StevenShattuck | #MixRank
  43. 43. Authorship creates content champions ✤ Encourages internal/external content production ✤ Helps build author’s personal brand and authority ✤ Employers get ongoing benefits from former employees’ content @StevenShattuck | #MixRank
  44. 44. R.I.P.Anonymous Content @StevenShattuck | #MixRank
  45. 45. R.I.P.Anonymous Content ✤ No more “by ‘Guest Blogger’” or “by (company name)” ✤ Tough days ahead for ghost-written, outsourced content ✤ http://www.wired.com/threatlevel/2012/06/wmw-arvind-narayanan/ @StevenShattuck | #MixRank
  46. 46. IdentityVerification Across All Google Platforms @StevenShattuck | #MixRank
  47. 47. Google Authorship will keep Google+ relevant @StevenShattuck | #MixRank
  48. 48. Just use Google+ ✤ Fill out your profile ✤ Share articles daily ✤ Post comments ✤ Add people to Circles ✤ +1 your articles ✤ Join communities @StevenShattuck | #MixRank
  49. 49. What about Brands? @StevenShattuck | #MixRank
  50. 50. What about Brands? @StevenShattuck | #MixRank rel=”publisher” verified URL
  51. 51. rel=”publisher” @StevenShattuck | #MixRank
  52. 52. rel=”publisher” + rel=”author” @StevenShattuck | #MixRank http://www.swellpath.com/2013/01/authorrank-for-brands/ http://www.virante.org/blog/2013/06/14/relauthor-or-relpublisher-which-should-i-use/
  53. 53. What about AuthorRank? @StevenShattuck | #MixRank
  54. 54. What about AuthorRank? @StevenShattuck | #MixRank Watch your rankings closely. Pay attention to Google announcements.
  55. 55. Grain of salt: Matt Cutts @StevenShattuck | #MixRank “Just because a patent issues...doesn’t necessarily mean we are using that patent at the moment. It just means that mechanism is patented.” - Matt Cutts (Head of Search Spam, Google)
  56. 56. How to prepare for AuthorRank @StevenShattuck | #MixRank ✤ Establish Google Authorship (ask for rel=”author”) ✤ Build your authority ✤ Publish regularly ✤ Specialize! ✤ Use Google+ ✤ Watch your Authorship Stats
  57. 57. Further Reading: ✤ 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 @StevenShattuck | #MixRank img via http://www.flickr.com/photos/rankingfuuta img via http://www.flickr.com/photos/philliecasablanca
  58. 58. Questions? @StevenShattuck | #MixRank Slides: http://bit.ly/mix_rank
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