#pubcon optimize content marketing to authorship & authorrank update
DESCRIPTION
My presentation at #Pubcon New OrleansTRANSCRIPT
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By Ann Smarty @seosmartyBrand & Community Manager atInternet Marketing Ninjas
Google Authorship
& AuthorRank for Content Marketers
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Google Authorship
Verifying the authorship of content using
Rel=“author” and Google Plus
account.
@seosmarty
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Google Authorship
Verifying the authorship of content using
Rel=“author” and Google Plus
account.
Google AuthorRAN
K
Using author information
to rank web pages
@seosmarty
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Google Authorship
Collecting information
Google AuthorRAN
K
@seosmarty
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Google Authorship
Collecting information
Google AuthorRAN
K
Using the info to affect rankings
@seosmarty
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Google Authorship
PRESENT
Google AuthorRAN
K
@seosmarty
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Google Authorship
PRESENT
Google AuthorRAN
K
FUTURE
@seosmarty
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Google Authorship is used to help Google identify *real* people behind the content
@seosmarty
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Google AuthorRank will be used to utilize various signals to measure each author’s authority (and thus their content quality)
@seosmarty
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Why bother?
@seosmarty
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>>>Which one would you click?<<<
@seosmarty
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>>>Look at the average position and the unbelievable click-through for some of my
verified content!<<<
@seosmarty
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Why bother?
(1)***Authorship gives content
marketers competitive
advantage*** @seosmarty
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Why bother?
(2)***Prevent
Google from assigning your
content to someone else*** @seosmart
y
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Why bother?
(2)***Prevent
Google from assigning your
content to someone else*** @seosmart
y
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@seosmarty
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@seosmarty
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Google *Authorship*:
Claim Your Content with
Google +@seosmarty
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1. Google Plus account Set up Google Plus account
@seosmarty
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1. Google Plus account Set up Google Plus account Google + profile pic = recognizable
headshot
@seosmarty
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1. Google Plus account Set up Google Plus account Google + profile pic = recognizable
headshot
2. “Author”-Optimize your content
@seosmarty
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1. Google Plus account Set up Google Plus account Google + profile pic = recognizable
headshot
2. “Author”-Optimize your content Your article has your name ("By Your
Name").
@seosmarty
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1. Google Plus account Set up Google Plus account Google + profile pic = recognizable
headshot
2. “Author”-Optimize your content Your article has your name ("By Your
Name"). Your byline name = the name on your
Google+ profile.
@seosmarty
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1. Google Plus account Set up Google Plus account Google + profile pic = recognizable
headshot
2. “Author”-Optimize your content Your article has your name ("By Your
Name"). Your byline name = the name on your
Google+ profile.
3. Tie the two Each of your articles links to G+ Profile
with rel=author at the end
@seosmarty
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1. Google Plus account Set up Google Plus account Google + profile pic = recognizable
headshot
2. “Author”-Optimize your content Your article has your name ("By Your
Name"). Your byline name = the name on your
Google+ profile.
3. Tie the two Each of your articles links to G+ Profile
with ?rel=author at the end Your email address on the same domain as
your content (& it’s verified) OR Your domain is linked to from
“Contributor to” section on your G+ profile
@seosmarty
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4. Get added to many, many Google Plus circles
@seosmarty
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4. Get added to many, many Google Plus circles
@seosmarty
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Google *AuthoRank*:
Connect to other Authors
@seosmarty
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…the reputation of a particular agent, and therefore the reputational score assigned to the particular agent, should depend not just on the number of references to the content signed by the particular agent, but on the
importance of the referring documents and other agents…
A LOT OF REFERENCES FROM AUTHORS &
PAGES = HIGH AUTHOR RANK
“@seosmarty
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@seosmarty
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…the reputation of a particular agent, and therefore the reputational score assigned to the particular agent, should depend not just on the number of references to the content signed by the particular agent, but on the
importance of the referring documents and other agents…
THIS MEANS:CONNECT YOUR
CONTENT TO AUTHORS AND GET REFERENCED
BY THEM
“@seosmarty
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…the reputation of a particular agent, and therefore the reputational score assigned to the particular agent, should depend not just on the number of references to the content signed by the particular agent, but on the
importance of the referring documents and other agents…
AUTHORSHIP-FRIENDLY CONTENT STRATEGIES: “EGOBAIT” AND GUEST
BLOGGING
“@seosmarty
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EGO BAIT:Target your content marketing to authors
@seosmarty
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Egobait is content which is created to attract the attention of a specific person or group of people by making them look good.
@seosmarty
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@seosmarty
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@seosmarty
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@seosmarty
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@seosmarty
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@seosmarty
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@seosmarty
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@seosmarty
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@seosmarty
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Optimizing Egobait Content for Authors:
Mention brand names and online monikers;
Mention FULL names when referencing people;
Send “trackbacks”
@seosmarty
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SELECTIVE (!) GUEST BLOGGING:
Bring your author brand to powerful sites
@seosmarty
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@seosmarty
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Start building your author profile NOW.(If you own a business, identify your best authors and build several author brands)
Make sure to claim your authorship with Google Plus:Make sure your byline is always connected to your G+ page (and Your G+ Contributor section links to that guest post)
Identify powerful authors in your niche and start building your relationships with them now!
@seosmarty
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Thank you!
Contact us: 518-270-0854
Ann Smarty @seosmarty
@seosmarty