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Pubcon South 2013 authorship and author rank - April 24th, 2013.

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Eric Enge
Eric Enge

My presentation on why Authorship and Author Rank, as well as some speculation on how Google will measure it. Given at Pubcon South on April 24th, 2013.

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Authorship and Author Rank The Interaction with Social Media
First Off... Who Am I?  Co-author: The Art of SEO  CEO: Stone Temple Consulting  SEO  Social Media  Content Marketing  Twitter: @stonetemple  Google +:  +Eric Enge  +Stone Temple Consulting
Rel=Author in Search Results
Some Argue That it Increases CTR
Matt Cutts It’s just the case that that picture is just more likely to attract attention. It’s just a little more likely to get the clicks, and you now, it’s almost like an indicator of trust.” Google’s Matt Cutts October 7, 2012
It Might, but … • It is hard to prove • The real benefits? – Powerful branding is certainly one – It’s a statement of expertise • The real focus should be on establishing authority And …………
Matt Cutts “The idea is you want to have something that everybody can participate in and just make these sort of links, and then over time, as we start to learn more about who the high quality authors are, you could imagine that starting to affect rankings.Google’s Matt Cutts October 7, 2012
Eric Schmidt “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.” Google’s Eric Schmidt The New Digital Age
Building Your Authority With Humans • Be an Expert • Create Great Content – Humans use social signals to help identify this – Engagement (comments) as well • Have other experts interact with you online • Help people • Write for high authority sites
Matt Cutts “By doing things that help build your own reputation, you are focusing on the right types of activity. Those are the signals we want to find and value the most anyway.” Google’s Matt Cutts July 9, 2012
Engagement
Social Sharing Volume Per Article
Comment Volume
Social Event Volume Over Time
Average Share Volume Per Article
Authority of Publishing Sites
Author Comparison on the Same Site
Google Plus Activity 147,863! 978 +1s 734 Shares
The Synergy We’re Looking For Traffic, Links & New Subscribers Shared on Social Networks Helps Drive New Followers, Fans, Friends
The Synergy We Are Looking For – Step 2 (Influencers) (Your Stuff) (Sharing)
Three Link Method Google Profile Author Page Rel=“me” (Other Profiles) Rel=“me” Rel=“author”Individual Post
Two Link Method Google Profile Site Home Page Contributor To Link ?rel=“author” at end of URL Individual Post
Google Profile Setup Use with 2 Link Method Use with 3 Link Method
EMail Method Google Profile Site Home Page Contributor To Link Profile verified Email address in the Post attribution Individual Post
Structured Data Testing Tool
Thank You! Eric Enge • eenge@stonetemple.com • @stonetemple • + Eric Enge • + Stone Temple Consulting • (508) 485-7751 • www.stonetemple.com

More Related Content

Pubcon South 2013 authorship and author rank - April 24th, 2013.

  • 1. Authorship and Author Rank The Interaction with Social Media
  • 2. First Off... Who Am I?  Co-author: The Art of SEO  CEO: Stone Temple Consulting  SEO  Social Media  Content Marketing  Twitter: @stonetemple  Google +:  +Eric Enge  +Stone Temple Consulting
  • 4. Some Argue That it Increases CTR
  • 5. Matt Cutts It’s just the case that that picture is just more likely to attract attention. It’s just a little more likely to get the clicks, and you now, it’s almost like an indicator of trust.” Google’s Matt Cutts October 7, 2012
  • 6. It Might, but … • It is hard to prove • The real benefits? – Powerful branding is certainly one – It’s a statement of expertise • The real focus should be on establishing authority And …………
  • 7. Matt Cutts “The idea is you want to have something that everybody can participate in and just make these sort of links, and then over time, as we start to learn more about who the high quality authors are, you could imagine that starting to affect rankings.Google’s Matt Cutts October 7, 2012
  • 8. Eric Schmidt “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.” Google’s Eric Schmidt The New Digital Age
  • 9. Building Your Authority With Humans • Be an Expert • Create Great Content – Humans use social signals to help identify this – Engagement (comments) as well • Have other experts interact with you online • Help people • Write for high authority sites
  • 10. Matt Cutts “By doing things that help build your own reputation, you are focusing on the right types of activity. Those are the signals we want to find and value the most anyway.” Google’s Matt Cutts July 9, 2012
  • 12. Social Sharing Volume Per Article
  • 14. Social Event Volume Over Time
  • 15. Average Share Volume Per Article
  • 17. Author Comparison on the Same Site
  • 19. The Synergy We’re Looking For Traffic, Links & New Subscribers Shared on Social Networks Helps Drive New Followers, Fans, Friends
  • 20. The Synergy We Are Looking For – Step 2 (Influencers) (Your Stuff) (Sharing)
  • 21. Three Link Method Google Profile Author Page Rel=“me” (Other Profiles) Rel=“me” Rel=“author”Individual Post
  • 22. Two Link Method Google Profile Site Home Page Contributor To Link ?rel=“author” at end of URL Individual Post
  • 23. Google Profile Setup Use with 2 Link Method Use with 3 Link Method
  • 24. EMail Method Google Profile Site Home Page Contributor To Link Profile verified Email address in the Post attribution Individual Post
  • 26. Thank You! Eric Enge • eenge@stonetemple.com • @stonetemple • + Eric Enge • + Stone Temple Consulting • (508) 485-7751 • www.stonetemple.com