SEO, Google Authorship and AuthorRank

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SEO, Google Authorship and AuthorRank

  1. 1. SEO, Google Authorship and AuthorRank @StevenShattuck
  2. 2. AGENDA • State of SEO • AuthorRank • Google Authorship / Google+ • Q&A @StevenShattuck
  3. 3. Understanding SEO in 2014 @StevenShattuck
  4. 4. Then: Keyword Stuffing | Exact Match Domain Link Spam / Link Building | Directories | Forum Commenting Now: “Good Content” | Social Signals | Relevant Links Clean Site Architecture | Positive User-Experience @StevenShattuck
  5. 5. WHAT GENERATES RANKINGS? • Links • Social Signals • On-Page (Technical) • On-Page (Content) @StevenShattuck
  6. 6. http://blog.searchmetrics.com/us/2013/06/27/ranking-factors-2013-google-usa/ @StevenShattuck
  7. 7. STUDY FINDINGS • The number of backlinks remains of enormous importance • Social signals correlate very well with better rankings • Keyword domains have lost relevance (don’t need keyword in URL) • Factors like “length of text” and “number of images” correlate positively with improved rankings BUT scale does not seem to be unlimited upwardly (longer content isn’t necessarily better) • A good technological page design is still a basic requirement for rankings in general and the existence of the keywords as well as the existence of H1, H2 and description on-page continues to be important. @StevenShattuck
  8. 8. HOW IS CONTENT RANKED? • Links • Social Signals • On-Page (Technical) • On-Page (Content) @StevenShattuck
  9. 9. HOW IS CONTENT RANKED? • Links • Social Signals • On-Page (Technical) • On-Page (Content) @StevenShattuck “Just make good content and you’ll be okay.” - The Google
  10. 10. How does Google know if content is good? @StevenShattuck
  11. 11. AuthorRank @StevenShattuck
  12. 12. “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
  13. 13. “AGENT RANK” PATENT (2005) “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
  14. 14. 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.” 1. high reputational score (strong personal brand / lots of followers) 2. established reputation (non-anonymous) 3. valuable content (traffic/shares) @StevenShattuck
  15. 15. IN OTHER WORDS The author of content will factor into rankings. Expert content, written by non-anonymous authors will rank higher than anonymous content. Google: Agent Rank Marketers: AuthorRank (same thing, basically) @StevenShattuck
  16. 16. THINGS WE DON’T KNOW • How significant of a ranking factor it will be • How authors will be graded (PageRank? Klout?) • If it is truly live now or when it will go live, if ever @StevenShattuck
  17. 17. GOOGLE WANTS IT “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
  18. 18. How do you identify yourself to Google? @StevenShattuck
  19. 19. GOOGLE AUTHORSHIP contributor to rel=”author” @StevenShattuck
  20. 20. GOOGLE AUTHORSHIP 1/2 http://searchengineland.com/the-definitive-guide-to-google-authorship-markup-123218 @StevenShattuck
  21. 21. GOOGLE AUTHORSHIP 2/2 • “rel= author” tag pointing back to your G+ profile OR • A link to your G+ in your author bio on-page http://www.swellpath.com/2013/09/author-rich-snippets-tutorial-2013/ @StevenShattuck
  22. 22. TESTING http://www.google.com/webmasters/tools/richsnippets @StevenShattuck
  23. 23. Benefits of Google Authorship @StevenShattuck
  24. 24. AUTHOR RICH SNIPPETS @StevenShattuck
  25. 25. AUTHOR RICH SNIPPETS Author Photo Other Posts Google+ Profile @StevenShattuck
  26. 26. AUTHOR RICH SNIPPETS Which caught your eye first? Which would you click first? @StevenShattuck
  27. 27. NIELSEN'S F PATTERN Higher CTR? Ranking not as important? http://justinbriggs.org/how-does-google-authorship-impact-ctr @StevenShattuck
  28. 28. YOUR FACE MATTERS! 35% increase in traffic! http://moz.com/blog/google-author-photos @StevenShattuck
  29. 29. TEST ≠ APPEARANCE @StevenShattuck
  30. 30. APPEARANCE FACTORS How authorship is set up + Frequency of page crawl (time) + Frequency of publishing + Google+ usage / profile robustness + Individual search settings @StevenShattuck
  31. 31. AUTHORSHIP STATS @StevenShattuck
  32. 32. WHEN AUTHORSHIP IS BAD http://searchenginewatch.com/article/2286728/Can-Google-Authorship-Really-Cause-a-Huge-Traffic-Drop-Case-Study @StevenShattuck
  33. 33. AUTHORSHIP ADOPTION @StevenShattuck
  34. 34. AUTHORSHIP ADOPTION http://moz.com/blog/googles-december-authorship-shake-up @StevenShattuck
  35. 35. AuthorRank and Google Authorship will keep Google+ relevant identity + authority @StevenShattuck
  36. 36. GOOGLE+: AUTHORITY ENGINE “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/ @StevenShattuck
  37. 37. GOOGLE+: IDENTITY ENGINE YouTube Google+ @StevenShattuck
  38. 38. GOOGLE+ USAGE IS KEY Google+ posts pass link equity! 3 follow links! @StevenShattuck
  39. 39. 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.” 1. high reputational score (readers/followers/subscribers) 2. established reputation (non-anonymous) 3. valuable content (traffic/shares) Frequent Publishing @StevenShattuck G+ Google Authorship
  40. 40. AUTHORRANK SUCCESS Strong, visible public persona / personal brand + Google Authorship + Frequent Publishing + Google+ usage @StevenShattuck
  41. 41. AUTHORRANK SUCCESS • Establish Google Authorship • • • Fill out Google+ profile completely Verify your name Active use of social media - especially Google+ • • • Add users to circles Comment/+1 content Keep publishing good stuff! @StevenShattuck
  42. 42. FURTHER READING ✤ ✤ ✤ ✤ http://raventools.com/blog/ultimate-list-of-relauthor-resources/ http://moz.com/blog/how-to-prepare-for-authorrank-and-get-the-jump-ongoogle http://www.seobythesea.com/2011/11/agent-rank-or-google-plus-as-anidentity-service-or-digital-signature/ http://www.blindfiveyearold.com/author-rank @StevenShattuck
  43. 43. Questions? @StevenShattuck

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