From Authorship
to Authority
Why Claiming
Your Identity Matters
@simmonet #SMXGrant Simmons
Director SEO & Social Product
The Search Agency
• Essex lad
@simmonet #SMXGrant Simmons
Director SEO & Social Product
The Search Agency
• Essex lad
• Spurs supporter
@simmonet #SMXGrant Simmons
Director SEO & Social Product
The Search Agency
• Essex lad
• Spurs supporter
• “Visited” US 1982
@simmonet #SMXGrant Simmons
Director SEO & Social Product
The Search Age...
• Essex lad
• Spurs supporter
• “Visited” US 1982
• Started SEO 1997
@simmonet #SMXGrant Simmons
Director SEO & Social Pro...
• Essex lad
• Spurs supporter
• “Visited” US 1982
• Started SEO 1997
• Joined The Search Agency 2008
• 220 employees aroun...
• Essex lad
• Spurs supporter
• “Visited” US 1982
• Started SEO 1997
• Joined The Search Agency 2008
• 220 employees aroun...
From Authorship
to Authority
Why Claiming
Your Identity Matters
@simmonet #SMX
Content is King
Authority Content is “Kingier”+ Authority
Content is King
Authority Content is “Kingier”
@simmonet #SMX
Kingier ?
@simmonet #SMX
Kingier like
King Kong!
@simmonet #SMX
Kingier Content
Not like the old days…
Kingier Content
Quality over Quantity!
Unique
Kingier Content
Quality
Engaging
Relevant
Trusted
Trusted
Kingier Content
Quality
trust = links
@simmonet #SMX
(of course links are still important)
old
BUT…
Until…
Links were / are
relatively easy
to ‘game’
trust = links
@simmonet #SMX
new
trust = authority
@simmonet #SMX
(of course links are still important)
new
authority is
@simmonet #SMX
known credible topic expert
Entities to Identities
@simmonet SMX
Claim & Connect
known
known credible topic expert
• Connecting;
known entities
to known identities
• Social / Google+
• Rel = author
Establish Credibility
@simmonet SMX
Create Worthy Content
credible
known credible topic expert
Algorithmic ‘review’
Human review
@simmonet #SMX www.google.com/insidesearch/howsearchworks/...
known credible topic expert
• What Expertise?
–Focus
–Consistent
@simmonet #SMX
• What Signals?
–Yes… links 
–Citations /...
Build Your Digital Footprint
@simmonet #SMX
Mentions. Associations. Citations. Connections. Links.
+ 1’s
shares
likes
tweets
Chatter
bookmarks
sentiment.
bananas
King...
@simmonet #SMX
Can’t fake it…
Kings don’t
need to cheat
Well you can…
… but why?
@simmonet #SMX
So how
do we
build
Kingier?
and
why?
Building Authority (kingier)
• Claim & Connect
– Google+ / Other profiles
• Build Credibility
– Create great content (wort...
Success?
Why Claiming
Your Identity Matters
@simmonet SMX
“We’re (Google) doing a better job
of detecting when someone is sort
of an authority in a specific space…
and trying to ma...
Kingier Success
• Better Visibility
– “Brand” factor (trust)
– Authorities rank
• Better “Clickability”
– SERP display
• L...
Thank you!
You get bananas
Grant Simmons
grant@thesearchagency.com
@simmonet
linkedin.com/in/simmonet
www.thesearchagency.co.uk
www.thesearchagency.c...
From Authorship
to Authority
Why Claiming
Your Identity Matters
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SMX London - From Authorship To Authority - Claiming your identity & Kingier Content!

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While "content is king," many marketers overlook the all-important factor of authority, and the process required to establish and maintain it. This comprehensive session delves into the steps to claim your identity; brainstorming sessions between SEO, social and content development teams, content promotion tactics for gaining authority links and more. Both enterprise SEO teams as well as outside consultants will benefit from strategies shared in this session.

Published in: Technology, Design
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SMX London - From Authorship To Authority - Claiming your identity & Kingier Content!

  1. 1. From Authorship to Authority Why Claiming Your Identity Matters
  2. 2. @simmonet #SMXGrant Simmons Director SEO & Social Product The Search Agency
  3. 3. • Essex lad @simmonet #SMXGrant Simmons Director SEO & Social Product The Search Agency
  4. 4. • Essex lad • Spurs supporter @simmonet #SMXGrant Simmons Director SEO & Social Product The Search Agency
  5. 5. • Essex lad • Spurs supporter • “Visited” US 1982 @simmonet #SMXGrant Simmons Director SEO & Social Product The Search Agency
  6. 6. • Essex lad • Spurs supporter • “Visited” US 1982 • Started SEO 1997 @simmonet #SMXGrant Simmons Director SEO & Social Product The Search Agency
  7. 7. • Essex lad • Spurs supporter • “Visited” US 1982 • Started SEO 1997 • Joined The Search Agency 2008 • 220 employees around the world • “Agent Algo” #OrangeFedora @simmonet #SMXGrant Simmons Director SEO & Social Product The Search Agency
  8. 8. • Essex lad • Spurs supporter • “Visited” US 1982 • Started SEO 1997 • Joined The Search Agency 2008 • 220 employees around the world • “Agent Algo” #OrangeFedora • Still an Essex lad @simmonet #SMXGrant Simmons Director SEO & Social Product The Search Agency
  9. 9. From Authorship to Authority Why Claiming Your Identity Matters
  10. 10. @simmonet #SMX Content is King Authority Content is “Kingier”+ Authority
  11. 11. Content is King Authority Content is “Kingier” @simmonet #SMX
  12. 12. Kingier ? @simmonet #SMX
  13. 13. Kingier like King Kong! @simmonet #SMX
  14. 14. Kingier Content Not like the old days…
  15. 15. Kingier Content Quality over Quantity!
  16. 16. Unique Kingier Content Quality Engaging Relevant Trusted
  17. 17. Trusted Kingier Content Quality
  18. 18. trust = links @simmonet #SMX (of course links are still important) old
  19. 19. BUT… Until… Links were / are relatively easy to ‘game’
  20. 20. trust = links @simmonet #SMX new
  21. 21. trust = authority @simmonet #SMX (of course links are still important) new
  22. 22. authority is @simmonet #SMX known credible topic expert
  23. 23. Entities to Identities @simmonet SMX Claim & Connect known
  24. 24. known credible topic expert • Connecting; known entities to known identities • Social / Google+ • Rel = author
  25. 25. Establish Credibility @simmonet SMX Create Worthy Content credible
  26. 26. known credible topic expert Algorithmic ‘review’ Human review @simmonet #SMX www.google.com/insidesearch/howsearchworks/thestory/ • Links • Engagement
  27. 27. known credible topic expert • What Expertise? –Focus –Consistent @simmonet #SMX • What Signals? –Yes… links  –Citations / Co-citations –Associations / Affiliations –Social Mentions / Sentiment –“Digital footprint”
  28. 28. Build Your Digital Footprint @simmonet #SMX
  29. 29. Mentions. Associations. Citations. Connections. Links. + 1’s shares likes tweets Chatter bookmarks sentiment. bananas Kingier Content Inspires Interaction Love your content Told my friends!
  30. 30. @simmonet #SMX Can’t fake it… Kings don’t need to cheat Well you can… … but why?
  31. 31. @simmonet #SMX So how do we build Kingier? and why?
  32. 32. Building Authority (kingier) • Claim & Connect – Google+ / Other profiles • Build Credibility – Create great content (worthy) • Expand Your Footprint – Onsite, social / guest / PR • Follow the Rules – Kings don’t (need to) cheat • Engage! – Inspire interactions – Social signals @simmonet #SMX
  33. 33. Success? Why Claiming Your Identity Matters @simmonet SMX
  34. 34. “We’re (Google) doing a better job of detecting when someone is sort of an authority in a specific space… and trying to make sure that those rank a little more highly if you’re some sort of authority...” @simmonet #SMX matt kong cutts
  35. 35. Kingier Success • Better Visibility – “Brand” factor (trust) – Authorities rank • Better “Clickability” – SERP display • Links Build Themselves – Well not exactly… More likely organically • And… – It’s good to be the King
  36. 36. Thank you! You get bananas
  37. 37. Grant Simmons grant@thesearchagency.com @simmonet linkedin.com/in/simmonet www.thesearchagency.co.uk www.thesearchagency.com www.thesearchagents.com
  38. 38. From Authorship to Authority Why Claiming Your Identity Matters

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