Google+ Authorship Markup - Pubcon New Orleans 2013


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My presentation at Pubcon New Orleans, on April 25, 2013. Co-panelists were Marcus Tober, and Jim Boykin, moderated by Bill Hartzer.

Google+ Authorship Markup - Pubcon New Orleans 2013

  1. 1. Google+ and Author / Publisher MarkupRob GarnerApril 25, 2013
  2. 2. About Me• Independent consultant focused onstrategic development• VP of SEMPO• Founding member of DFWSEMAssociation, past president• Longtime speaker at Pubcon – 7th year• Member of WebmasterWorld since 20012
  3. 3. Search and Social: The Definitive Guide to Real-TimeContent Marketing• Covers interdependentsearch and socialconcepts• Social signals on search• Interview with Brett Tabkeand many others• 406 pages3
  4. 4. Authorship Markup
  5. 5. Without content, searchengines, social networks,and web sites do not exist5
  6. 6. Without authors andpublishers, qualitycontent does not exist6
  7. 7. How can search enginesmeasure the trust andauthority of content creatorsacross multiple publishingentities?7
  8. 8. The Publisher Graph of the Internet• Google has already created aweb graph to identifypublishers of content, and ithas been in use since thebeginning of the Googlesearch engine• Marketers and publishershave typically looked atstandard SEO metrics foridentifying qualitative andquantitative attributes oftrusted publishers to return inthe search results pages8
  9. 9. The Author Graph• Measures influence,authority, and theme, justthe way Google measuresother digital assets• Your influence is reflectedby the quality and themeof the publications youwrite for, and by therelative social signals forthose properties9
  10. 10. Wanna know how Google+ Authorship works?Use your SEO sensibilities• People (authors) are nodes, just like websites are nodes• Your author ID is a unique ID, just like a URL• Connections between an author and content can be measuredjust like connections between links• Author and publisher content also has keyword inference,themes and authority, just like links and websites10
  11. 11. For G+ Authors, Content Contribution is the New Link• In the world of authorship markup, ablog post or other contentcontribution on a reputable publishersite is like a link to your authorprofile• When Google recognizes your workon another site, it has the potentialto carry the trust and weight of thatpublisher toward the author profile,even though there is not always adirect link• Content across varying entitieshelps determine the author’sauthority, trust (as opposed to beingspam), and general content theme11YOUPubl 1 Publ 2Publ 6Publ 5 Publ 4Publ 3
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  16. 16. Authorship: Connect the properties you write for inyour G+ Profile using Links16
  17. 17. But Google will connect both linked and scrapedresources to your profile17SearchMarketingStandard.comNot listed in my profileWiley.comNot listed in my profileSiteProNews.comNot listed in my profile
  18. 18. Establish a link back from the publications youwrite for• Once you have linked to your publications in the Contributor To section of yourprofile page, you must also create a link back from your profile pages on thethird party sites• If you contribute to your own sites, this will be easier to complete because youhave more control to add this link yourself or have someone in your companydo it for you• If you are publishing on sites that you do not own, you will need to have anadministrator place these links back to your profile.• The link on the publishing site must include the rel=author attribute and linkback to your profile on Google+. Your profile link should look like this:<a href="">Google</a>• Be patient, because it may take up to several weeks to start appearing in thesearch results.• You can also use the Google rich snippet tool to test your authorship markup,but remember that proper implementation does not guarantee that yourmarkup will appear in the search results.18
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  20. 20. Establishing Authorship with a Verified EmailAddress• A second method of verifying your connection between awebsite and Google is with a verified email address.• This email address should contain the domain of the site thatyou publish on and that was submitted in the box on thefollowing URL:• Once your email address has been authenticated, Google willadd your address to the Work section of your profile. You canthen edit your profile to make it private or adjust the settings ofwho should see your contact info.• Make sure that all of your articles contain a byline with a briefdescription of who you are and that each article you wrote ispreceded with “by.” Google looks for snippets of text thatcontain the phrase “by+Author+Name” as a signal to reinforceauthorship.20
  21. 21. Establishing Authorship Using WordPressPlug-ins• There are a variety of different WordPress plug-ins to help youquickly establish rel=author for your individual authors or blogswith multiple authors. Here are two examples of plug-ins tohelp get you going:• Authorsure: This plug-in works for both single-author andmultiauthor WordPress blogs• Google Authorship for Multiple Authors: This tool isdesigned mainly for blogs with multiple authors, and its creatorstates that it needs to be customized in order to work forsingle-author blogs
  22. 22. Publisher Markup
  23. 23. Publishers: Get a Google Badge• Google Badge is a way toconnect your website directly toyour Google profile• Google “strongly recommends”that webmasters and publishersmake this connection.• Google also refers to it as an“enhanced version of the +1button”• In effect, it creates a sort ofhandshake between your mainweb asset and your Google+presence and verifies your webpresence with Google as apublisher• Read more about GoogleBadges at
  24. 24. Publishers: Get a Google Badge• Two other ways to confirm ownership of your site with Google:1) Create a rel="publisher" link from the main page of your website to yourGoogle+ page. The link code follows:<a rel="publisher" href="">Findus on Google+</a>2) If you don’t want to put the link on your public-facing page, you can include thefollowing code in the head section of your main page:<link rel="publisher" href="[yourpageID]" />24
  25. 25. Thank you25Rob Garnerrgarner1@gmail.com214.676.2089@robgarner