Authorship 101: Why It's Important & How To Set It Up by John Shehata


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From SMX East 2013 / -Authorship Step by Step & Troubleshooting by @JShehata - #SMX #23C

Slide deck by John Shehata, Executive Director of Search & Social Media for -presentation covers why Authorship and Author Rank are important to Google and other search engines, and why it should be important to you as a website content publisher. Learn how to implement rel="author", build your authority and AuthorRank, and troubleshoot problems with authorship.

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Authorship 101: Why It's Important & How To Set It Up by John Shehata

  1. 1. John Shehata 2013 AUTHORSHIP 101 @JShehata #smx #23C 1
  2. 2. What is Google Authorship? Linking your content you publish on a specific domain to your Google+ profile @JShehata | John Shehata #smx #23C 2
  3. 3. How it is Done? 1. Verified Email – Create a Google+ Profile – Remember to upload a high quality headshot and fill out some profile information such as hometown, etc. – Go to, sign up with your email and click on the verification link we send you. @JShehata | John Shehata #smx #23C 3
  4. 4. Setup Your Published Content Pages For Authorship Markup 2. If you don’t want to verify your email address, you can also link your content to your Google profile. Create a link to your Google+ profile from your webpage, like this: <a href="[profile_url]?rel=author">Google</a> • 3-link Method @JShehata | John Shehata #smx #23C 4 • 2-link Method
  5. 5. Confirm Your Work 1. Go to the Google Rich Snippets Testing Tool ( ). Paste the URL of a content page in the text box and then click Preview. Hopefully you’ll see a line in green text stating that the authorship markup is verified. 2. Once everything is verified as working, let Google know you’re onboard with the process by submitting your data to their Authorship request ( )form. 3. Author Stats, the tool shows analytics-style search traffic statistics on your authorship marked up pages. @JShehata | John Shehata #smx #23C 5
  6. 6. Why it is Important for Google? Too Much Data!!! • 40 M photos uploaded to instagram every day • 300 M photos uploaded to facebook every day • 72 HRS of video uploaded to youtube every minute • 144 B emails sent every day • 822K new websites created every day • 499K new wordpress posts published every day • 500 M Tweets per day • 4 B shares on facebook every day @JShehata | John Shehata #smx #23C 6
  7. 7. @JShehata | John Shehata #smx #23C 7
  8. 8. Why it is Important for Google? Defeats Spam • Highlight Quality Authors and Rank Quality Content Better = defeats spam “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.” … Google Webmaster Central Blog @JShehata | John Shehata #smx #23C 8
  9. 9. Improving Search Quality In the Webmaster Help Video, Matt said that while he continues to support anonymity, “if we know who the real world people are who are actually writing content, that could be really useful as well and might be able to improve search quality.“ … Matt Cutts @JShehata | John Shehata #smx #23C 9
  10. 10. Why it is Important for Google? • Enhances search results Social Endorsement = more clicks @JShehata | John Shehata #smx #23C 10
  11. 11. Why it is Important for You? • Google Says So! Eric Schmidt Executive Chairman, Google @JShehata | John Shehata #smx #23C 11 “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.”
  12. 12. Your reputation online (Author Rank) as a content creator will influence the ranking of your content in search results. @JShehata | John Shehata #smx #23C 12
  13. 13. Why it is Important for You? Higher Visibility = Higher CTR = higher Pageviews Studies show 150% Increase in CTR @JShehata | John Shehata #smx #23C 13
  14. 14. @JShehata | John Shehata #smx #23C 14
  15. 15. The annotation is pulling the user far down the page @JShehata | John Shehata #smx #23C 15
  16. 16. @JShehata | John Shehata #smx #23C 16
  17. 17. Why it is Important for You? • Highlighting Authors (More Content Consumption) Google Web Google News @JShehata | John Shehata #smx #23C 17
  18. 18. Why it is Important for You? • More and more writers are on Google+ Almost 90% of Tech Writers Now Have a Google+ Account @JShehata | John Shehata #smx #23C 18
  19. 19. @JShehata | John Shehata #smx #23C 19
  20. 20. Google + • More Google+ Results in Search @JShehata | John Shehata #smx #23C 20
  21. 21. @JShehata | John Shehata #smx #23C 21
  22. 22. Authorship Hacking Sites claim some of their pages lost indexing, rankings and traffic after being copied on other low quality sites that have implemented authorship!!!! @JShehata | John Shehata #smx #23C 22
  23. 23. AuthorRank @JShehata | John Shehata #smx #23C 23
  24. 24. Agent Rank Who links to you might become more important than where the link from -agent-rank-author-rank-patent-filing/ @JShehata | John Shehata #smx #23C 24
  25. 25. Calculating Author Rank* • The average PageRank of an author’s content. • The average number of +1s and Google+ shares the author’s content receives. • The number of Google+ circles an author is in. • Reciprocal connections to other high Author Rank authors. • The number and authority of sites an author’s content has been published to. • The engagement level of an author’s native Google+ content (i.e., posts to Google+). • The level of on-site engagement for an author’s content (i.e., comments and author’s responses to comments) • Outside authority indicators (e.g., the presence of a Wikipedia page). • Any number of importance/authority metrics on social networks that Google deems trustworthy enough (Twitter, Quora, LinkedIn, SlideShare, etc.). • Real world authority indicators like published works on Google Books or Google Scholar. *via @mike_arnesen @JShehata | John Shehata #smx #23C 25
  26. 26. How to Boost your Author Rank 1. Claim Authorship immediately – Update author form – Fill in the about section in Google+ 2. Use Google+ – Post multiple updates a day on Google + – Engage with users commenting on your content on Google+ – Reply to comments on sites (Use G+ Sign-in) 3. Spend time building your circles – Add high quality authors to your circles (Build relationships) – Connect with fellow authors – Discover and join communities @JShehata | John Shehata #smx #23C 26
  27. 27. How to Boost your Author Rank 4. Generate more engagement (Post Photos, Ask Questions, etc) 5. Link to your Google + page 6. Specialize (More content on the same topic) – earn a different Author Rank in different topic areas 7. Notify your fans on other social networks 8. Try different profile images and see which one stands out 9. Use the same profile image on all social platforms 10. Produce Great Content that entices users to share it More tips: @JShehata | John Shehata #smx #23C 27
  28. 28. @JShehata | John Shehata #smx #23C 28
  29. 29. Google + Status • Include the main keywords in the beginning of your status @JShehata | John Shehata #smx #23C 29
  30. 30. • Use Clear Profile Image @JShehata | John Shehata #smx #23C 30
  31. 31. • Optimize your profile image • e-author-photos @JShehata | John Shehata #smx #23C 31
  32. 32. • Current vs Past “Contributor To:” @JShehata | John Shehata #smx #23C 32
  33. 33. Make Sure … • to have a by line “by John Shehata” • Your name on G+ and site(s) match • Get your team active on G+ @JShehata | John Shehata #smx #23C 33
  34. 34. Your Stats – Great Tool @JShehata | John Shehata #smx #23C 34
  35. 35. Building identity around top content is now an integral part of a strong digital marketing strategy. @JShehata | John Shehata #smx #23C 35