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Becoming THEBecoming THEAuthority onAuthority onGGoooogglleeTelling the world:“I’m kind of aTelling the world:“I’m kind of...
WhoamI?WhoamI?A. Chris TurnerA. Chris TurnerSEO SpecialistSEO SpecialistEntrepreneurEntrepreneurMasters in InformationM...
WhatchaSay?WhatchaSay? What is Authority?What is Authority? The Theory Behind It…The Theory Behind It… Why It Matters.W...
What is Authority?What is Authority?How search engines and usersHow search engines and usersdefine it.define it.
WhatisWhatisAuthority?Authority?UsersUsers1.1. RelevantRelevant2.2. ImportantImportant3.3. PopularPopular4.4. RespectedRes...
WhatisWhatisAuthority?Authority?All ownership rights belong to Marvel Studios anddistributed by Walt Disney Pictures.Faceb...
WhatisAuthority?WhatisAuthority?http://www.chocolateseo.com/google-updates/google-maps/google-local-places-maps-whatever/F...
WhatisAuthority?WhatisAuthority?http://www.chocolateseo.com/google-updates/google-maps/google-local-places-maps-whatever/F...
Theories ofTheories ofAuthorshipAuthorshipThe cliff notes versionThe cliff notes version
TheoriesofTheoriesofAuthorshipAuthorshipTheThe WebWeb is One Bigis One Big BookBook!!1.1. Think!Think! GGooooggllee is ani...
TheoriesofTheoriesofAuthorshipAuthorshipFacebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateS...
TheoriesofTheoriesofAuthorshipAuthorshipBooksBooks1.1. ContentContent2.2. SourcesSources3.3. Author(s)Author(s)4.4. Popula...
TheoriesofTheoriesofAuthorshipAuthorshipTakeaway:Takeaway:Treat each page of a website like aTreat each page of a website ...
TheoriesofTheoriesofAuthorshipAuthorshipThen Why?Then Why?Facebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Tw...
Why AuthorityWhy AuthorityMatters.Matters.What is the reason, the motivation toWhat is the reason, the motivation toget so...
WhyAuthorityWhyAuthorityMatters.Matters. Within search results,Within search results,information tied toinformation tied ...
WhyAuthorityWhyAuthorityMatters.Matters.Same time man! I don’tSame time man! I don’tknow you man!know you man!All ownershi...
WhyAuthorityWhyAuthorityMatters.Matters.CTA More EffectiveCTA More EffectiveNatural Link BuildingNatural Link BuildingI...
PracticalPracticalApplicationApplicationBut what does it all mean Basil?But what does it all mean Basil?
PracticalPracticalApplicationApplicationIt means you have work to do ladiesIt means you have work to do ladiesand gents.an...
PracticalPracticalApplicationApplication1.1. Setup a Google+ ProfileSetup a Google+ Profile2.2. AddYour Website UnderAdd Y...
http://www.google.com/webmasters/tools/richsnippetshttp://www.stroble.com/ c/o cj Advertising – All Rights Reserved.http:/...
http://www.google.com/webmasters/tools/richsnippetshttp://www.stroble.com/ c/o cj Advertising – All Rights Reserved.http:/...
PracticalPracticalApplicationApplicationAuthorshipAuthorshipDO’sDO’s ConsistentConsistentimages andimages andinformationi...
The WrapperThe WrapperWhat you should’ve written in yourWhat you should’ve written in yournotes.notes.
TheWrapper:TheWrapper:WhatchaSay?WhatchaSay? What is Authority?What is Authority? Ability to SolveAbility to SolveProble...
TheWrapper:TheWrapper:Questions?Questions?Clear As Mud?Clear As Mud?Facebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Tw...
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Becoming THE Authority on Google

We all know that Google is the dominant force when it comes to internet search, having clenched nearly 70% of the market share. But where does the common person, business or cat video enthusiast fit into the mix? This is the same question the search giant asks itself when determining what listings to show in the search engine results (SERPs). So what can we do to help them answer that question (query)? Display, gain and establish authority!

My goal is to offer insight into what individuals, groups and bloggers can do to help improve their web properties to show up for searches their audience is searching for and provide some motivation for becoming a credible, authoritative source on the topic he/she/they are passionate about.

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Becoming THE Authority on Google

  1. 1. Becoming THEBecoming THEAuthority onAuthority onGGoooogglleeTelling the world:“I’m kind of aTelling the world:“I’m kind of a BIGBIG deal”deal”
  2. 2. WhoamI?WhoamI?A. Chris TurnerA. Chris TurnerSEO SpecialistSEO SpecialistEntrepreneurEntrepreneurMasters in InformationMasters in InformationSystemsSystems6Years Experience6Years ExperienceJack of all TradesJack of all TradesFacebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  3. 3. WhatchaSay?WhatchaSay? What is Authority?What is Authority? The Theory Behind It…The Theory Behind It… Why It Matters.Why It Matters. Practical Application.Practical Application. The Wrapper.The Wrapper.Facebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  4. 4. What is Authority?What is Authority?How search engines and usersHow search engines and usersdefine it.define it.
  5. 5. WhatisWhatisAuthority?Authority?UsersUsers1.1. RelevantRelevant2.2. ImportantImportant3.3. PopularPopular4.4. RespectedRespected5.5. TrustedTrustedSearchSearchEnginesEngines1.1. SignalsSignals2.2. RelevantRelevant3.3. ReliableReliable4.4. CredibleCredible5.5. QualityQualityIn 2003, 52.8% of web users distrusted webresources, in 2012 the number is 98%.(sources: UCLA, 2003 | Harris Interactive, 2012)Facebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  6. 6. WhatisWhatisAuthority?Authority?All ownership rights belong to Marvel Studios anddistributed by Walt Disney Pictures.Facebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  7. 7. WhatisAuthority?WhatisAuthority?http://www.chocolateseo.com/google-updates/google-maps/google-local-places-maps-whatever/Facebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  8. 8. WhatisAuthority?WhatisAuthority?http://www.chocolateseo.com/google-updates/google-maps/google-local-places-maps-whatever/Facebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  9. 9. Theories ofTheories ofAuthorshipAuthorshipThe cliff notes versionThe cliff notes version
  10. 10. TheoriesofTheoriesofAuthorshipAuthorshipTheThe WebWeb is One Bigis One Big BookBook!!1.1. Think!Think! GGooooggllee is anis an indexindex..2.2. Websites containWebsites contain pagespages..3.3. Pages havePages have authorsauthors..4.4. Authors citeAuthors cite sourcessources (links).(links).5.5. Not all authors are credible.Not all authors are credible.Facebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  11. 11. TheoriesofTheoriesofAuthorshipAuthorshipFacebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  12. 12. TheoriesofTheoriesofAuthorshipAuthorshipBooksBooks1.1. ContentContent2.2. SourcesSources3.3. Author(s)Author(s)4.4. PopularPopular5.5. InterestingInterestingSearchSearchEnginesEngines1.1. ContentContent2.2. LinksLinks3.3. AuthorityAuthority4.4. Social SignalsSocial Signals5.5. CredibleCredibleFacebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  13. 13. TheoriesofTheoriesofAuthorshipAuthorshipTakeaway:Takeaway:Treat each page of a website like aTreat each page of a website like acollege paper.college paper. Content should have an AuthorContent should have an Author Sources CitedSources Cited Well-written and CredibleWell-written and Credible TruthfulTruthful OriginalOriginalFacebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  14. 14. TheoriesofTheoriesofAuthorshipAuthorshipThen Why?Then Why?Facebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  15. 15. Why AuthorityWhy AuthorityMatters.Matters.What is the reason, the motivation toWhat is the reason, the motivation toget some?get some?
  16. 16. WhyAuthorityWhyAuthorityMatters.Matters. Within search results,Within search results,information tied toinformation tied to verifiedverifiedonline profilesonline profiles will be rankedwill be rankedhigher than content withouthigher than content withoutsuch verification, which willsuch verification, which willresult in most users naturallyresult in most users naturallyclicking on the top (verified)clicking on the top (verified)results.The true cost ofresults.The true cost ofremaining anonymous, then,remaining anonymous, then,might be irrelevance. - Ericmight be irrelevance. - EricSchmidt, Google’s former CEO.Schmidt, Google’s former CEO.Facebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  17. 17. WhyAuthorityWhyAuthorityMatters.Matters.Same time man! I don’tSame time man! I don’tknow you man!know you man!All ownership rights belong to New Line CinemaFacebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  18. 18. WhyAuthorityWhyAuthorityMatters.Matters.CTA More EffectiveCTA More EffectiveNatural Link BuildingNatural Link BuildingImproved VisibilityImproved VisibilityAffects ContentAffects ContentCredibilityCredibilityFacebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  19. 19. PracticalPracticalApplicationApplicationBut what does it all mean Basil?But what does it all mean Basil?
  20. 20. PracticalPracticalApplicationApplicationIt means you have work to do ladiesIt means you have work to do ladiesand gents.and gents.Work those Google+Work those Google+Profiles:Profiles:Facebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  21. 21. PracticalPracticalApplicationApplication1.1. Setup a Google+ ProfileSetup a Google+ Profile2.2. AddYour Website UnderAdd Your Website Under“Contributor to” area.“Contributor to” area.3.3. Add Link to G+ Profile onAdd Link to G+ Profile onappropriateappropriate pages:pages:o As an on page link, orAs an on page link, oro As a <head> linkAs a <head> link1.1. Test using Google WMT’sTest using Google WMT’sRich Snippet ToolRich Snippet Toolhttp://www.google.com/webmasters/tools/richsnippetsFacebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  22. 22. http://www.google.com/webmasters/tools/richsnippetshttp://www.stroble.com/ c/o cj Advertising – All Rights Reserved.http://www.stroble.com/ c/o cj Advertising – All Rights Reserved.Facebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  23. 23. http://www.google.com/webmasters/tools/richsnippetshttp://www.stroble.com/ c/o cj Advertising – All Rights Reserved.http://www.stroble.com/ c/o cj Advertising – All Rights Reserved.Facebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  24. 24. PracticalPracticalApplicationApplicationAuthorshipAuthorshipDO’sDO’s ConsistentConsistentimages andimages andinformationinformation MultipleMultipleAuthors forAuthors forWebsitesWebsites Pages, Blogs,Pages, Blogs,PRPRAuthorshipAuthorshipDON’TsDON’Ts Use companyUse companylogoslogos ConnectConnect+Pages+Pages Add on everyAdd on everypage.page. Think it’llThink it’llsolve yoursolve yourcrappycrappycontentcontentproblemproblemFacebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  25. 25. The WrapperThe WrapperWhat you should’ve written in yourWhat you should’ve written in yournotes.notes.
  26. 26. TheWrapper:TheWrapper:WhatchaSay?WhatchaSay? What is Authority?What is Authority? Ability to SolveAbility to SolveProblems/AnswerProblems/AnswerQuestionsQuestions The Theory Behind ItThe Theory Behind It PagesPages rankrank, sites don’t., sites don’t.((Remember:Remember: Book Analogy)Book Analogy) Why It Matters.Why It Matters. Empowers Your ContentEmpowers Your Content Practical Application.Practical Application. Authorship and MarkupAuthorship and MarkupFacebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO
  27. 27. TheWrapper:TheWrapper:Questions?Questions?Clear As Mud?Clear As Mud?Facebook:Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter:| Twitter: @ChocolateSEM@ChocolateSEM -- #PCN13Authority#PCN13Authority | Web:| Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO

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We all know that Google is the dominant force when it comes to internet search, having clenched nearly 70% of the market share. But where does the common person, business or cat video enthusiast fit into the mix? This is the same question the search giant asks itself when determining what listings to show in the search engine results (SERPs). So what can we do to help them answer that question (query)? Display, gain and establish authority! My goal is to offer insight into what individuals, groups and bloggers can do to help improve their web properties to show up for searches their audience is searching for and provide some motivation for becoming a credible, authoritative source on the topic he/she/they are passionate about.

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