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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.

Published in: Technology, News & Politics
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  • @anahmani Thanks so much, Ari! That's definitely one of the reasons I really advocate authorship; it puts the focus on the people. ;-)

    If you haven't had a chance to watch the Mozinar, they have it up here: http://www.seomoz.org/webinars/advanced-authorrank-25-tactics-for-the-individual-to-the-enterprise
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  • *awesome* deck Mike. Going to send this to the whole team and go over some of these tools. Authorship has been constantly talked about for our clients and has really actually help us introduce a more honest, people-driven content marketing strategy for their blogs (and our own!).
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Advanced AuthorRank: 25 Tactics, from the individual to the enterprise level

  1. 1. Advanced AuthorRank: 25 Tacticsfrom 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#MozinarHi!Mike ArnesenSenior SEO, SwellPathGoogle.com/search?q=mike+arnesen
  3. 3. @mike_arnesen#AdvancedAuthorRank #MozinarYou’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 #MozinarNotify your advocates…sparingly.#1
  6. 6. Regular Circle Building@mike_arnesen#AdvancedAuthorRank #Mozinar#2Spend time buildingyour Google+ circles.Foster relationships withyour advocates and let themknow they’re valued.
  7. 7. Regular Circle Building@mike_arnesen#AdvancedAuthorRank #MozinarThese folksare ALLeither currentor potentialadvocates!#2
  8. 8. Regular Circle Building@mike_arnesen#AdvancedAuthorRank #Mozinar#2Find advocates, but do it quickly!Add the Ripples bookmarklet to your toolkit!blindfiveyearold.com/ripples-bookmarklet
  9. 9. Crawl for Authors@mike_arnesen#AdvancedAuthorRank #MozinarI knowwhere youlive.#3
  10. 10. Crawl for Authors@mike_arnesen#AdvancedAuthorRank #MozinarI knowwhere youlive write.Use Tom’s Author Crawler Tool. It’s amazing.#3tomanthony.co.uk/tools/author-crawler/
  11. 11. Crawl for Authors@mike_arnesen#AdvancedAuthorRank #MozinarThese established authors link to you.This is high value information!#3
  12. 12. Target Engaged Authors@mike_arnesen#AdvancedAuthorRank #MozinarNow find authors who aren’t linking to you, yet.#4
  13. 13. Breakdown Recommendation BarriersMake sharing as easy as possible.@mike_arnesen#AdvancedAuthorRank #Mozinar#5People these authors.
  14. 14. Breakdown Recommendation BarriersSo much better!@mike_arnesen#AdvancedAuthorRank #Mozinar      #5      
  15. 15. Author-friendly Discussions@mike_arnesen#AdvancedAuthorRank #Mozinar#6Google wants to know who comments on your work&how your comments are received.
  16. 16. Author-friendly Discussions@mike_arnesen#AdvancedAuthorRank #Mozinar#6Help 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 AuthorshipIf there’s onething Googledoesn’t like,it’s being trickedby webmasters.@mike_arnesen#AdvancedAuthorRank #Mozinar#7
  18. 18. Remove Inappropriate AuthorshipThis is definitely notan appropriate useof Authorship.!@mike_arnesen#AdvancedAuthorRank #Mozinar#7
  19. 19. Authorship for Designers & Partners@mike_arnesen#AdvancedAuthorRank #Mozinar#8Kinda  grey  hat  
  20. 20. Don’t Commoditize AuthorshipOnce AuthorRank becomes aranking factor, Google will beitching to penalize manipulation.Do itethically orget out!@mike_arnesen#AdvancedAuthorRank #Mozinar#9@w2scoG  
  21. 21. Searchscapes with Low Penetration@mike_arnesen#AdvancedAuthorRank #MozinarWhere’d everyone go?So much opportunity!#10
  22. 22. Overcoming Hesitations & Objections@mike_arnesen#AdvancedAuthorRank #Mozinar#11But I don’t wantto highlightmy employees.That’s fine, Keanu, but it’s requiredif you want to enjoy benefits.
  23. 23. Selling the RecommendationHere’s your recipe for success.@mike_arnesen#AdvancedAuthorRank #MozinarGoogle Search Volume x Impression Rate x Avg. Organic CTR =Visits CapturedVisits Captured x Avg. Revenue Per Organic Visit =Expected Return#12
  24. 24. Selling the Recommendation@mike_arnesen#AdvancedAuthorRank #MozinarGoogle Search Volume x Impression Rate x NEW Organic CTR =Visits CapturedVisits Captured x Avg. Revenue Per Organic Visit =Projected ReturnProjected – Expected = ROI of Implementing Authorship#12
  25. 25. Selling the Recommendation@mike_arnesen#AdvancedAuthorRank #Mozinar120,000 est. searches x 4% impression rate x 6% Avg. CTR =290 Visits290 Visits x $1.50 Avg. Value =$435.00$435 – $285 = $150 ROI on Authorship per Month#12120,000 est. searches x 4% impression rate x 4% Avg. CTR =190 Visits190 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#14We optimize everything else! Why not this?Improve that CTR!Try out differentways to stand out inthe crowd.
  28. 28. Author Photo Optimization@mike_arnesen#AdvancedAuthorRank #MozinarConsistent personal branding across networks!#14
  29. 29. Monitor AuthorStats@mike_arnesen#AdvancedAuthorRank #MozinarFocus on these as KPIs of Authorship.#15
  30. 30. Be Mindful of Automatic Attribution@mike_arnesen#AdvancedAuthorRank #MozinarYou can’t use rel=author on SlideShare!HOW IS THIS HAPPENING?!#16Screenshot  courtesy  of  blindfiveyearold.com  
  31. 31. Google wants to knowhow recent yourcontributions 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#18Google+ pages build &pass PR just like otherpages on the web.Build it.
  33. 33. Build Your Authority Offline@mike_arnesen#AdvancedAuthorRank #Mozinar#19It’s all aboutthe #RES.**Real Expert Stuff  
  34. 34. Check Off Bing’s Authority Checklist@mike_arnesen#AdvancedAuthorRank #MozinarDo 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#21Rand’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#21Rand’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#21Even if you’re an expert,a bad UX and poor brandingcan cause your messageto get lost.
  38. 38. Demonstrate Your Expertise & Value@mike_arnesen#AdvancedAuthorRank #Mozinar#22Invest time participating in communitieswhere you can demonstrate your expertise.
  39. 39. AuthorRank Protects You@mike_arnesen#AdvancedAuthorRank #MozinarA site with high PR and extremely low AR couldindicate a suspicious link profile.#23
  40. 40. AuthorRank Protects You@mike_arnesen#AdvancedAuthorRank #MozinarA site with high AR Authors and low PR may deserveadditional attention.#23
  41. 41. AuthorRank Protects You@mike_arnesen#AdvancedAuthorRank #MozinarA site with high PR and high AR Authors is theperfect combination.AuthorRank could keep yousafe from penalties.#23
  42. 42. Remember the WHY@mike_arnesen#AdvancedAuthorRank #Mozinar#24We all just want to connectwith other people.
  43. 43. BECOME an AuthorityBecome the experts, !that Google wants !! ! !to see promoted !in search results.!@mike_arnesen#AdvancedAuthorRank #Mozinar#25
  44. 44. @mike_arnesen#AdvancedAuthorRank #MozinarIncreased SERP visibility,higher CTR, and positiveROI are amazing.
  45. 45. @mike_arnesen#AdvancedAuthorRank #MozinarYet the value of buildingreal authority and trustwith your audience isimmeasurable.
  46. 46. @mike_arnesen#AdvancedAuthorRank #MozinarAuthorshipis just the beginning
  47. 47. AuthorRanklets us make the weba better place.@mike_arnesen#AdvancedAuthorRank #Mozinar
  48. 48. For any tool or post I mentioned, plus someother great stuff…bit.ly/authorrankmozinar@mike_arnesen#AdvancedAuthorRank #MozinarThank You
  49. 49. Q&A Time!!@mike_arnesen  www.swellpath.com  mike.arnesen@swellpath.com  http://seomoz.org/webinars!

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