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Google Authorship, AuthorRank and Google+ Demystified @StevenShattuck | #IndySM

Indy Social Media Breakfast - AuthorRank

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If you've followed SEO and Internet marketing news over the past year or so, you've no doubt come across the concept of AuthorRank, which AJ Kohn says "could be more disruptive than all of the Panda updates combined." Google has stated that "the identity of individual agents responsible for content can be used to influence search ratings." In other words, Google will begin (or has begun) to consider not only content quality as the basis of search results, but also their authors. Many believe that AuthorRank will be the definitive search engine ranking factor of the future. Steven Shattuck will get you up to speed on AuthorRank, and show you how to take advantage of the many benefits of Google Authorship. What's on the agenda? We'll keep the event to 90 minutes, focusing on providing attendees with opportunities to meet each other, as well as hear valuable insight from our guest speaker. Please note that doors open no earlier than 7:30am. 7:30 AM Arrival and networking 8:00 AM Announcements & introductions 8:10 AM Presentation by Steven Shattuck 9:00 AM We're done! On with your day... Who's Presenting? Steven Shattuck, VP of Marketing - Bloomerang Steven Shattuck (@StevenShattuck) is VP of Marketing at Bloomerang, which helps nonprofit organizations to reach, engage and retain the advocates they depend on to achieve their vision for a better world. As a HubSpot Certified inbound marketer, he is a contributor to Social Media Today, Search Engine Journal, The Build Network and Business2Community. Steven has spoken at national and local conferences, and is frequently interviewed by media outlets for his expertise in digital marketing. Recipient of the David Letterman Scholarship, he graduated with honors from Ball State University in 2006 with a degree in Telecommunications and Creative Writing.

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Page 1: Indy Social Media Breakfast - AuthorRank

Google Authorship, AuthorRank and Google+

Demystified@StevenShattuck | #IndySM

Page 2: Indy Social Media Breakfast - AuthorRank

AuthorRank does not exist

(yet)

@StevenShattuck | #IndySM

Page 3: Indy Social Media Breakfast - AuthorRank

@StevenShattuck | #IndySM

Google Authorship does exist

(and it’s awesome)

Page 4: Indy Social Media Breakfast - AuthorRank

@StevenShattuck | #IndySM

Understanding AuthorRank

Page 5: Indy Social Media Breakfast - AuthorRank

HOW IS CONTENT RANKED?

• Links

• Social

• On-Page (Technical)

• On-Page (Content)

@StevenShattuck | #IndySM

Page 6: Indy Social Media Breakfast - AuthorRank

HOW IS CONTENT RANKED?

• Links

• Social

• On-Page (Technical)

• On-Page (Content)

@StevenShattuck | #IndySM

Page 7: Indy Social Media Breakfast - AuthorRank

@StevenShattuck | #IndySM

How does Google know if content is good?

Page 8: Indy Social Media Breakfast - AuthorRank

“AGENT RANK” PATENT (2005)

“The identity of individual agents responsible for content can be used to influence search ratings.

Assuming that a given agent has a high reputational score, representing an established reputation for authoring valuable content, then additional content authored and signed by that agent will be promoted relative to unsigned content or content from less reputable agents in search results.”

@StevenShattuck | #IndySM

Page 9: Indy Social Media Breakfast - AuthorRank

@StevenShattuck | #IndySM

“We know that great content comes from great authors, and we’re looking closely at ways this markup could help us highlight authors and rank search results.”

- Othar Hansson (Software Engineer, Google)

“AGENT RANK” PATENT (2005)

Page 10: Indy Social Media Breakfast - AuthorRank

DIGGING IN TO AGENT RANKAssuming that a given agent has a high reputational score, representing an established reputation for authoring valuable content, then additional content authored and signed by that agent will be promoted relative to unsigned content or content from less reputable agents in search results.”

@StevenShattuck | #IndySM

1. high reputational score (readers/followers/subscribers)

2. established reputation (non-anonymous)

3. valuable content (traffic/shares)

Page 11: Indy Social Media Breakfast - AuthorRank

IN OTHER WORDS

Expert content, written by non-anonymous authors

will rank higher than anonymous content.

@StevenShattuck | #IndySM

Google: Agent Rank Marketers: AuthorRank

(same thing, basically)

Page 12: Indy Social Media Breakfast - AuthorRank

THINGS WE DON’T KNOW• How significant of a ranking factor it will be

• How authors will be graded (PageRank? Klout?)

• If/when it will ever go live

@StevenShattuck | #IndySM

Page 13: Indy Social Media Breakfast - AuthorRank

GOOGLE WANTS IT

@StevenShattuck | #IndySM

“Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results.

The true cost of remaining anonymous, then, might be irrelevance.”

- Eric Schmidt (Executive Chairman, Google)

Page 14: Indy Social Media Breakfast - AuthorRank

How do you identify yourself to Google?

Page 15: Indy Social Media Breakfast - AuthorRank

GOOGLE AUTHORSHIP

@StevenShattuck | #IndySM

rel=”author”

contributor to

Page 16: Indy Social Media Breakfast - AuthorRank

GOOGLE AUTHORSHIP 1/2

@StevenShattuck | #IndySM

http://searchengineland.com/the-definitive-guide-to-google-authorship-markup-123218

Page 17: Indy Social Media Breakfast - AuthorRank

GOOGLE AUTHORSHIP 2/2

@StevenShattuck | #IndySM

Yoast SEO Plug-in

http://www.swellpath.com/2013/09/author-rich-snippets-tutorial-2013/

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TESTING

@StevenShattuck | #IndySM

http://www.google.com/webmasters/tools/richsnippets

Page 19: Indy Social Media Breakfast - AuthorRank

AUTHORRANK PRE-REQ

@StevenShattuck | #IndySM

“The identity of individual agents responsible for content can be used to influence search ratings.”

Google Authorship (exists)

AuthorRank (does not exist)

Page 20: Indy Social Media Breakfast - AuthorRank

@StevenShattuck | #IndySM

Benefits of Google Authorship

Page 21: Indy Social Media Breakfast - AuthorRank

AUTHOR RICH SNIPPETS

@StevenShattuck | #IndySM

Page 22: Indy Social Media Breakfast - AuthorRank

AUTHOR RICH SNIPPETS

@StevenShattuck | #IndySM

Google+ Profile

Author Photo

Other Posts

Page 23: Indy Social Media Breakfast - AuthorRank

AUTHOR RICH SNIPPETS

@StevenShattuck | #IndySM

Which would you click first?

Which caughtyour eye first?

Page 24: Indy Social Media Breakfast - AuthorRank

NIELSEN'S F PATTERN

@StevenShattuck | #IndySM

Higher CTR?

Ranking not as important?

http://justinbriggs.org/how-does-google-authorship-impact-ctr

Page 25: Indy Social Media Breakfast - AuthorRank

YOUR FACE MATTERS!

@StevenShattuck | #IndySM

http://moz.com/blog/google-author-photos

35% increasein traffic!

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TEST ≠ APPEARANCE

@StevenShattuck | #IndySM

Page 27: Indy Social Media Breakfast - AuthorRank

APPEARANCE FACTORS

@StevenShattuck | #IndySM

How authorship is set up+

Frequency of page crawl (time)+

Frequency of publishing+

Google+ usage / profile robustness+

Individual search settings

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NOT JUST WEBPAGES

@StevenShattuck | #IndySM

Page 29: Indy Social Media Breakfast - AuthorRank

AUTHORSHIP STATS

@StevenShattuck | #IndySM

Page 30: Indy Social Media Breakfast - AuthorRank

WHEN AUTHORSHIP IS BAD

@StevenShattuck | #IndySM

http://searchenginewatch.com/article/2286728/Can-Google-Authorship-Really-Cause-a-Huge-Traffic-Drop-Case-Study

Page 31: Indy Social Media Breakfast - AuthorRank

AUTHORSHIP ADOPTION

@StevenShattuck | #IndySM

Page 32: Indy Social Media Breakfast - AuthorRank

BRANDS TOO!

@StevenShattuck | #IndySM

rel=”publisher”

verified URL

Page 33: Indy Social Media Breakfast - AuthorRank

REL=”PUBLISHER”

@StevenShattuck | #IndySM

Publisher Rich Snippets!

Yoast SEO Plug-in

Google+

Page 34: Indy Social Media Breakfast - AuthorRank

IDEAL BLOG POST

@StevenShattuck | #IndySM

rel=”publisher” (Bloomerang)

rel=”author” (Steven Shattuck)

Page 35: Indy Social Media Breakfast - AuthorRank

@StevenShattuck | #IndySM

AuthorRank and Google Authorship

will keep Google+ relevant

identity + authority

Page 36: Indy Social Media Breakfast - AuthorRank

GOOGLE+: IDENTITY ENGINE

@StevenShattuck | #IndySM

Google+

YouTube

Page 37: Indy Social Media Breakfast - AuthorRank

GOOGLE+ PAGE VERIFICATION

@StevenShattuck | #IndySM

https://support.google.com/plus/contact/page_verificationhttp://socialmediatoday.com/sashattuck/1181931/what-s-value-large-google-following

Verification

Page 38: Indy Social Media Breakfast - AuthorRank

GOOGLE+: AUTHORITY ENGINE

@StevenShattuck | #IndySM

http://blog.searchmetrics.com/us/2013/06/27/ranking-factors-2013-google-usa/

Page 39: Indy Social Media Breakfast - AuthorRank

GOOGLE+: AUTHORITY ENGINE

@StevenShattuck | #IndySM

“After Page Authority, a URL's number of Google +1s is more highly correlated with search rankings than any other factor. In fact, the correlation of Google +1s beat out other well known metrics including linking root domains, Facebook shares, and even keyword usage.”

http://moz.com/blog/google-plus-correlations

http://www.stonetemple.com/measuring-google-plus-impact-on-search-rankings/

Page 40: Indy Social Media Breakfast - AuthorRank

GOOGLE+ USAGE IS KEY

@StevenShattuck | #IndySM

Google+ posts pass link equity!

3 follow links!

Page 41: Indy Social Media Breakfast - AuthorRank

AGENT RANK BLUEPRINTAssuming that a given agent has a high reputational score, representing an established reputation for authoring valuable content, then additional content authored and signed by that agent will be promoted relative to unsigned content or content from less reputable agents in search results.”

@StevenShattuck | #IndySM

1. high reputational score (readers/followers/subscribers)

2. established reputation (non-anonymous)

3. valuable content (traffic/shares)

Google Authorship

G+

Frequent Publishing

Page 42: Indy Social Media Breakfast - AuthorRank

AUTHORRANK SUCCESS

@StevenShattuck | #IndySM

Google Authorship + Frequent Publishing + Google+

Page 43: Indy Social Media Breakfast - AuthorRank

AUTHORRANK SUCCESS

@StevenShattuck | #IndySM

• Create author page and author biohttps://bloomerang.co/blog/author/steven/

• Establish Google Authorship (owned and earned blogs)

• Add Google+ badge to website

• Fill out Google+ profile completely

• Verify your name

• Publish frequently (focused area of expertise_

• Active use of social media - especially Google+

• +1 button on your blog posts

Page 44: Indy Social Media Breakfast - AuthorRank

THINGS TO AVOID

@StevenShattuck | #IndySM

• Brand as author (“by Bloomerang”)

• “by Guest Author”

• Guest posts attributed to in-house author

• *Ghost-written blog posts

• *Outsourced content

*be careful

Page 46: Indy Social Media Breakfast - AuthorRank

@StevenShattuck | #IndySM

Questions?Slides: http://bit.ly/breakfastrank

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