Behold, my deck from my 4/16 Mozinar for SEOmoz!
Very soon, Google AuthorRank will no longer be the "next big thing in search," but the "current big thing" in search. Mike Arnesen will go over specific tactics that you can use to boost your AuthorRank as an individual agent, help enterprise-level sites benefit from AuthorRank, sell the idea into your clients and/or bosses, and creative use-cases from the trenches at SwellPath. This advanced foray into AuthorRank building assumes familiarity with Google Authorship.
WSO2's API Vision: Unifying Control, Empowering Developers
Advanced AuthorRank: 25 Tactics, from the individual to the enterprise level
1. Advanced AuthorRank: 25 Tactics
from the Individual to the Enterprise Level!
by Mike Arnesen, Senior SEO at SwellPath!
@mike_arnesen!
Tweet with Mozinar attendees: #mozinar!
!
Technical problems or feedback:!
Please email team@seomoz.org!
!
17. Remove Inappropriate Authorship
If there’s one
thing Google
doesn’t like,
it’s being tricked
by webmasters.
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#7
19. Authorship for Designers & Partners
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#8
Kinda
grey
hat
20. Don’t Commoditize Authorship
Once AuthorRank becomes a
ranking factor, Google will be
itching to penalize manipulation.
Do it
ethically or
get out!
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#9
@w2scoG
21. Searchscapes with Low Penetration
@mike_arnesen
#AdvancedAuthorRank #Mozinar
Where’d everyone go?
So much opportunity!
#10
22. Overcoming Hesitations & Objections
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#11
But I don’t want
to highlight
my employees.
That’s fine, Keanu, but it’s required
if you want to enjoy benefits.
23. Selling the Recommendation
Here’s your recipe for success.
@mike_arnesen
#AdvancedAuthorRank #Mozinar
Google Search Volume x Impression Rate x Avg. Organic CTR =
Visits Captured
Visits Captured x Avg. Revenue Per Organic Visit =
Expected Return
#12
24. Selling the Recommendation
@mike_arnesen
#AdvancedAuthorRank #Mozinar
Google Search Volume x Impression Rate x NEW Organic CTR =
Visits Captured
Visits Captured x Avg. Revenue Per Organic Visit =
Projected Return
Projected – Expected = ROI of Implementing Authorship
#12
25. Selling the Recommendation
@mike_arnesen
#AdvancedAuthorRank #Mozinar
120,000 est. searches x 4% impression rate x 6% Avg. CTR =
290 Visits
290 Visits x $1.50 Avg. Value =
$435.00
$435 – $285 = $150 ROI on Authorship per Month
#12
120,000 est. searches x 4% impression rate x 4% Avg. CTR =
190 Visits
190 Visits x $1.50 Avg. Value =
$285.00
30. Be Mindful of Automatic Attribution
@mike_arnesen
#AdvancedAuthorRank #Mozinar
You can’t use rel=author on SlideShare!
HOW IS THIS HAPPENING?!
#16
Screenshot
courtesy
of
blindfiveyearold.com
31. Google wants to know
how recent your
contributions are.
Just ponder that.
Current vs Past Contributor To
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#17
32. Build Your Profile’s PageRank
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#18
Google+ pages build &
pass PR just like other
pages on the web.
Build it.
33. Build Your Authority Offline
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#19
It’s all about
the #RES.*
*Real Expert Stuff
34. Check Off Bing’s Authority Checklist
@mike_arnesen
#AdvancedAuthorRank #Mozinar
Do you have unique, useful content? Check.
Do you produce new content frequently? Check.
Do you have a solid history? Check.
Do you have trustworthy links pointing at your content? Check.
Do you have an active social presence? Check.
Do people retweet and like your social content? Check.
bing.com/blogs/site_blogs/b/webmaster/archive/2011/10/28/want-to-be-an-authority-here-s-how.aspx
#20
35. Your Site’s Branding & UX Matter
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#21
Rand’s a smart guy, and I consider him an authority.
I love visiting Rand’s site because it’s a fantastic experience.
36. Your Site’s Branding & UX Matter
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#21
Rand’s a smart guy, and I consider him an authority.
I love visiting Rand’s site because it’s a fantastic experience.
37. Your Site’s Branding & UX Matter
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#21
Even if you’re an expert,
a bad UX and poor branding
can cause your message
to get lost.
38. Demonstrate Your Expertise & Value
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#22
Invest time participating in communities
where you can demonstrate your expertise.
43. BECOME an Authority
Become the experts, !
that Google wants !
! ! !to see promoted !
in search results.!
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#25