SEO, Google Authorship and AuthorRank
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SEO, Google Authorship and AuthorRank

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SEO, Google Authorship and AuthorRank SEO, Google Authorship and AuthorRank Presentation Transcript

  • SEO, Google Authorship and AuthorRank @StevenShattuck
  • AGENDA • State of SEO • AuthorRank • Google Authorship / Google+ • Q&A @StevenShattuck
  • Understanding SEO in 2014 @StevenShattuck
  • 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
  • WHAT GENERATES RANKINGS? • Links • Social Signals • On-Page (Technical) • On-Page (Content) @StevenShattuck
  • http://blog.searchmetrics.com/us/2013/06/27/ranking-factors-2013-google-usa/ @StevenShattuck
  • 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
  • HOW IS CONTENT RANKED? • Links • Social Signals • On-Page (Technical) • On-Page (Content) @StevenShattuck
  • 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
  • How does Google know if content is good? @StevenShattuck
  • AuthorRank @StevenShattuck
  • “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
  • “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
  • 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
  • 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
  • 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
  • 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
  • How do you identify yourself to Google? @StevenShattuck
  • GOOGLE AUTHORSHIP contributor to rel=”author” @StevenShattuck
  • GOOGLE AUTHORSHIP 1/2 http://searchengineland.com/the-definitive-guide-to-google-authorship-markup-123218 @StevenShattuck
  • 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
  • TESTING http://www.google.com/webmasters/tools/richsnippets @StevenShattuck
  • Benefits of Google Authorship @StevenShattuck
  • AUTHOR RICH SNIPPETS @StevenShattuck
  • AUTHOR RICH SNIPPETS Author Photo Other Posts Google+ Profile @StevenShattuck
  • AUTHOR RICH SNIPPETS Which caught your eye first? Which would you click first? @StevenShattuck
  • NIELSEN'S F PATTERN Higher CTR? Ranking not as important? http://justinbriggs.org/how-does-google-authorship-impact-ctr @StevenShattuck
  • YOUR FACE MATTERS! 35% increase in traffic! http://moz.com/blog/google-author-photos @StevenShattuck
  • TEST ≠ APPEARANCE @StevenShattuck
  • APPEARANCE FACTORS How authorship is set up + Frequency of page crawl (time) + Frequency of publishing + Google+ usage / profile robustness + Individual search settings @StevenShattuck
  • AUTHORSHIP STATS @StevenShattuck
  • WHEN AUTHORSHIP IS BAD http://searchenginewatch.com/article/2286728/Can-Google-Authorship-Really-Cause-a-Huge-Traffic-Drop-Case-Study @StevenShattuck
  • AUTHORSHIP ADOPTION @StevenShattuck
  • AUTHORSHIP ADOPTION http://moz.com/blog/googles-december-authorship-shake-up @StevenShattuck
  • AuthorRank and Google Authorship will keep Google+ relevant identity + authority @StevenShattuck
  • 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
  • GOOGLE+: IDENTITY ENGINE YouTube Google+ @StevenShattuck
  • GOOGLE+ USAGE IS KEY Google+ posts pass link equity! 3 follow links! @StevenShattuck
  • 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
  • AUTHORRANK SUCCESS Strong, visible public persona / personal brand + Google Authorship + Frequent Publishing + Google+ usage @StevenShattuck
  • 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
  • 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
  • Questions? @StevenShattuck