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Why AuthorRank is the Future of SEO

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Instructed by Chad Pollitt and Steven Shattuck.

Published in: Marketing
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Why AuthorRank is the Future of SEO

  1. 1. Why AuthorRank is the future of SEO
  2. 2. Introductions » CHAD POLLITT Director of Marketing, Slingshot SEO @ChadPollitt STEVEN SHATTUCK Community Manager, Slingshot SEO @StevenShattuck @StevenShattuck | @ChadPollitt
  3. 3. Agenda » » The Evolution of SEO » Agent Rank & AuthorRank » History » SEO Implications » Predictions » Google Authorship » Impact » Benefits » Setup Instructions & Best Practices @StevenShattuck | @ChadPollitt
  4. 4. The Evolution of SEO @StevenShattuck | @ChadPollitt
  5. 5. @StevenShattuck | @ChadPollitt
  6. 6. @StevenShattuck | @ChadPollitt SEO YESTERDAY
  7. 7. @StevenShattuck | @ChadPollitt SEO TODAY
  8. 8. @StevenShattuck | @ChadPollitt SEO TOMORROW?
  9. 9. AuthorRank @StevenShattuck | @ChadPollitt
  10. 10. @StevenShattuck | @ChadPollitt
  11. 11. AuthorRank » brief history “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.” - “Agent Rank” patent, 2005/2009 @StevenShattuck | @ChadPollitt
  12. 12. AuthorRank » brief history “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 | @ChadPollitt
  13. 13. » AuthorRank is a desired ranking factor » Google plans to take content quality and writer authority into account » Content without established authorship may be at a disadvantage this means » @StevenShattuck | @ChadPollitt
  14. 14. AuthorRank » this means “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 | @ChadPollitt
  15. 15. AuthorRank » who will it hurt » Outsourced authors / content @StevenShattuck | @ChadPollitt
  16. 16. AuthorRank » who will it hurt » Outsourced authors / content » Pseudonyms / pen names / ghost writers @StevenShattuck | @ChadPollitt
  17. 17. AuthorRank » who will it hurt » Outsourced authors / content » Pseudonyms / pen names / ghost writers » Plagiarizers @StevenShattuck | @ChadPollitt
  18. 18. AuthorRank » who will it hurt » Outsourced authors / content » Pseudonyms / pen names / ghost writers » Plagiarizers » Anonymous / corporate publishers @StevenShattuck | @ChadPollitt
  19. 19. AuthorRank » who will it hurt » Outsourced authors / content » Pseudonyms / pen names / ghost writers » Plagiarizers » Anonymous / corporate publishers » New bloggers @StevenShattuck | @ChadPollitt
  20. 20. @StevenShattuck | @ChadPollitt
  21. 21. AuthorRank » will it come true? Probably. » Google already considers other similar ranking signals @StevenShattuck | @ChadPollitt
  22. 22. AuthorRank » will it come true? Probably. » Google already considers other similar ranking signals » AuthorRank is a natural evolution of the social graph @StevenShattuck | @ChadPollitt
  23. 23. AuthorRank » will it come true? Probably. » Google already considers other similar ranking signals » AuthorRank is a natural evolution of the social graph » Authors who publish regularly and are seen as authoritative deserve to be rewarded @StevenShattuck | @ChadPollitt
  24. 24. Google Authorship @StevenShattuck | @ChadPollitt
  25. 25. Authorship » what is it? » Google Authorship ties authors to their content @StevenShattuck | @ChadPollitt
  26. 26. Authorship » what is it? » Google Authorship ties authors to their content » Established Google Authorship is a requisite to building AuthorRank @StevenShattuck | @ChadPollitt
  27. 27. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field @StevenShattuck | @ChadPollitt
  28. 28. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field @StevenShattuck | @ChadPollitt
  29. 29. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field 2 » Add rel=author tag to blog Test using the Structured Data Testing Tool: @StevenShattuck | @ChadPollitt
  30. 30. Authorship » rich snippets @StevenShattuck | @ChadPollitt
  31. 31. Authorship » benefits » Increased visibility in SERPs @StevenShattuck | @ChadPollitt
  32. 32. Authorship » benefits » Increased visibility in SERPs @StevenShattuck | @ChadPollitt
  33. 33. Authorship » benefits » Increased visibility in SERPs » Higher CTR? @StevenShattuck | @ChadPollitt
  34. 34. Authorship » benefits » Increased visibility in SERPs » Higher CTR? » Socializes content @StevenShattuck | @ChadPollitt
  35. 35. Authorship » benefits » Increased visibility in SERPs » Higher CTR? » Socializes content » AuthorRank (someday) @StevenShattuck | @ChadPollitt
  36. 36. @StevenShattuck | @ChadPollitt
  37. 37. Authorship » encourages production » Places ownership over content @StevenShattuck | @ChadPollitt
  38. 38. Authorship » encourages production » Places ownership over content » Helps build author’s personal brand and authority @StevenShattuck | @ChadPollitt
  39. 39. Authorship » encourages production » Places ownership over content » Helps build author’s personal brand and authority » Creates content champions @StevenShattuck | @ChadPollitt
  40. 40. Authorship » author stats @StevenShattuck | @ChadPollitt
  41. 41. @StevenShattuck | @ChadPollitt
  42. 42. Authorship » concerns » What if an employee leaves? @StevenShattuck | @ChadPollitt
  43. 43. Authorship » concerns » What if an employee leaves? » Multiple authors? @StevenShattuck | @ChadPollitt
  44. 44. Authorship » concerns » What if an employee leaves? » Multiple authors? » Other search engines? @StevenShattuck | @ChadPollitt
  45. 45. What You Need To Do About It Now @StevenShattuck | @ChadPollitt
  46. 46. Action Steps » » Establish Google Authorship for all authors » Even former employees and inactive contributors! @StevenShattuck | @ChadPollitt
  47. 47. Action Steps » » Establish Google Authorship for all authors » Even former employees and inactive contributors! » Create high-quality content @StevenShattuck | @ChadPollitt
  48. 48. Action Steps » » Establish Google Authorship for all authors » Even former employees and inactive contributors! » Create high-quality content » Monitor SERPs for authorship rich snippets @StevenShattuck | @ChadPollitt
  49. 49. Action Steps » » Establish Google Authorship for all authors » Even former employees and inactive contributors! » Create high-quality content » Monitor SERPs for authorship rich snippets » Encourage internal contributors @StevenShattuck | @ChadPollitt
  50. 50. Action Steps » » Establish Google Authorship for all authors » Even former employees and inactive contributors! » Create high-quality content » Monitor SERPs for authorship rich snippets » Encourage internal contributors » Analyze author stats in Webmaster Tools @StevenShattuck | @ChadPollitt
  51. 51. To Summarize @StevenShattuck | @ChadPollitt
  52. 52. To Summarize » » AuthorRank isn’t here yet, but it will be @StevenShattuck | @ChadPollitt
  53. 53. To Summarize » » AuthorRank isn’t here yet, but it will be » AuthorRank won’t be a magic bullet @StevenShattuck | @ChadPollitt
  54. 54. To Summarize » » AuthorRank isn’t here yet, but it will be » AuthorRank won’t be a magic bullet » Google Authorship is not the same as AuthorRank @StevenShattuck | @ChadPollitt
  55. 55. To Summarize » » AuthorRank isn’t here yet, but it will be » AuthorRank won’t be a magic bullet » Google Authorship is not the same as AuthorRank » Google Authorship can benefit your marketing efforts today and prepare you for AuthorRank @StevenShattuck | @ChadPollitt
  56. 56. Resources and Authorities » » AJ Kohn “AuthorRank could be more disruptive than all of the Panda updates combined.” » Mike Arnesen How to Prepare for Author Rank and Get the Jump on Google » Slides Why AuthorRank is the Future of SEO - bit.ly/slingshotauthorrank @StevenShattuck | @ChadPollitt
  57. 57. @StevenShattuck | @ChadPollitt

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