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Advanced AuthorRank: 25 Tactics, from the individual to the enterprise level

Advanced AuthorRank: 25 Tactics, from the individual to the enterprise level

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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.

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.

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Advanced AuthorRank: 25 Tactics, from the individual to the enterprise level

  1. 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! !
  2. 2. Sweet Hashtags: #AdvancedAuthorRank #Mozinar Hi! Mike Arnesen Senior SEO, SwellPath Google.com/search?q=mike+arnesen
  3. 3. @mike_arnesen #AdvancedAuthorRank #Mozinar You’ve heard of AuthorRank
  4. 4. Circle of Advocates @mike_arnesen #AdvancedAuthorRank #Mozinar        “The  reputa+on  of  a  par+cular  agent                  is  a  func+on  of  the  reputa+on                                    of  the  content  and  agents  which  refer  to  it.”                - from the Agent Rank Patent #1
  5. 5. Circle of Advocates @mike_arnesen #AdvancedAuthorRank #Mozinar Notify your advocates…sparingly. #1
  6. 6. Regular Circle Building @mike_arnesen #AdvancedAuthorRank #Mozinar #2 Spend time building your Google+ circles. Foster relationships with your advocates and let them know they’re valued.
  7. 7. Regular Circle Building @mike_arnesen #AdvancedAuthorRank #Mozinar These folks are ALL either current or potential advocates! #2
  8. 8. Regular Circle Building @mike_arnesen #AdvancedAuthorRank #Mozinar #2 Find advocates, but do it quickly! Add the Ripples bookmarklet to your toolkit! blindfiveyearold.com/ripples-bookmarklet
  9. 9. Crawl for Authors @mike_arnesen #AdvancedAuthorRank #Mozinar I know where you live. #3
  10. 10. Crawl for Authors @mike_arnesen #AdvancedAuthorRank #Mozinar I know where you live write. Use Tom’s Author Crawler Tool. It’s amazing. #3 tomanthony.co.uk/tools/author-crawler/
  11. 11. Crawl for Authors @mike_arnesen #AdvancedAuthorRank #Mozinar These established authors link to you. This is high value information! #3
  12. 12. Target Engaged Authors @mike_arnesen #AdvancedAuthorRank #Mozinar Now find authors who aren’t linking to you, yet. #4
  13. 13. Breakdown Recommendation Barriers Make sharing as easy as possible. @mike_arnesen #AdvancedAuthorRank #Mozinar #5 People these authors.
  14. 14. Breakdown Recommendation Barriers So much better! @mike_arnesen #AdvancedAuthorRank #Mozinar       #5      
  15. 15. Author-friendly Discussions @mike_arnesen #AdvancedAuthorRank #Mozinar #6 Google wants to know who comments on your work & how your comments are received.
  16. 16. Author-friendly Discussions @mike_arnesen #AdvancedAuthorRank #Mozinar #6 Help Google see which authors are responding! Google+  Social  Sign-­‐in   Use  it  for  commen+ng   Which  theore+cally  +e  back  to  your   author  iden+ty   Leave  comments  
  17. 17. Remove Inappropriate Authorship If there’s one thing Google doesn’t like, it’s being tricked by webmasters. @mike_arnesen #AdvancedAuthorRank #Mozinar #7
  18. 18. Remove Inappropriate Authorship This is definitely not an appropriate use of Authorship. ! @mike_arnesen #AdvancedAuthorRank #Mozinar #7
  19. 19. Authorship for Designers & Partners @mike_arnesen #AdvancedAuthorRank #Mozinar #8 Kinda  grey  hat  
  20. 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. 21. Searchscapes with Low Penetration @mike_arnesen #AdvancedAuthorRank #Mozinar Where’d everyone go? So much opportunity! #10
  22. 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. 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. 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. 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
  26. 26. QA Your Implementation @mike_arnesen #AdvancedAuthorRank #Mozinar #13 <link rel="author" href="http://plus.google.com/103088929047917831453"/> One line to rule them all.
  27. 27. Author Photo Optimization @mike_arnesen #AdvancedAuthorRank #Mozinar #14 We optimize everything else! Why not this? Improve that CTR! Try out different ways to stand out in the crowd.
  28. 28. Author Photo Optimization @mike_arnesen #AdvancedAuthorRank #Mozinar Consistent personal branding across networks! #14
  29. 29. Monitor AuthorStats @mike_arnesen #AdvancedAuthorRank #Mozinar Focus on these as KPIs of Authorship. #15
  30. 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. 31. Google wants to know how recent your contributions are. Just ponder that. Current vs Past Contributor To @mike_arnesen #AdvancedAuthorRank #Mozinar #17
  32. 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. 33. Build Your Authority Offline @mike_arnesen #AdvancedAuthorRank #Mozinar #19 It’s all about the #RES.* *Real Expert Stuff  
  34. 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. 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. 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. 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. 38. Demonstrate Your Expertise & Value @mike_arnesen #AdvancedAuthorRank #Mozinar #22 Invest time participating in communities where you can demonstrate your expertise.
  39. 39. AuthorRank Protects You @mike_arnesen #AdvancedAuthorRank #Mozinar A site with high PR and extremely low AR could indicate a suspicious link profile. #23
  40. 40. AuthorRank Protects You @mike_arnesen #AdvancedAuthorRank #Mozinar A site with high AR Authors and low PR may deserve additional attention. #23
  41. 41. AuthorRank Protects You @mike_arnesen #AdvancedAuthorRank #Mozinar A site with high PR and high AR Authors is the perfect combination. AuthorRank could keep you safe from penalties. #23
  42. 42. Remember the WHY @mike_arnesen #AdvancedAuthorRank #Mozinar #24 We all just want to connect with other people.
  43. 43. BECOME an Authority Become the experts, ! that Google wants ! ! ! !to see promoted ! in search results.! @mike_arnesen #AdvancedAuthorRank #Mozinar #25
  44. 44. @mike_arnesen #AdvancedAuthorRank #Mozinar Increased SERP visibility, higher CTR, and positive ROI are amazing.
  45. 45. @mike_arnesen #AdvancedAuthorRank #Mozinar Yet the value of building real authority and trust with your audience is immeasurable.
  46. 46. @mike_arnesen #AdvancedAuthorRank #Mozinar Authorship is just the beginning
  47. 47. AuthorRank lets us make the web a better place. @mike_arnesen #AdvancedAuthorRank #Mozinar
  48. 48. For any tool or post I mentioned, plus some other great stuff…bit.ly/authorrankmozinar @mike_arnesen #AdvancedAuthorRank #Mozinar Thank You
  49. 49. Q&A Time!! @mike_arnesen   www.swellpath.com   mike.arnesen@swellpath.com   http://seomoz.org/webinars!

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