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SEO, Google Authorship and AuthorRank
@StevenShattuck
AGENDA
• State of SEO
• AuthorRank
• Google Authorship / Google+
• Q&A
@StevenShattuck
@StevenShattuck
Understanding SEO in 2014
Then:
Keyword Stuffing | Exact Match DomainLink Spam / Link Building | Directories | Forum Commenting
@StevenShattuck
Now:
“Good Content” | Social Signals | Relevant LinksClean Site Architecture | Positive User-Experience
WHAT GENERATES RANKINGS?
• Links
• Social Signals
• On-Page (Technical)
• On-Page (Content)
@StevenShattuck
http://blog.searchmetrics.com/us/2013/06/27/ranking-factors-2013-google-usa/
@StevenShattuck
STUDY FINDINGS• The number of backlinks remains of enormous importance
• Social signals correlate very well with better rankings
• Keyword domains have lost relevance (don’t need keyword in URL)
• Factors like “length of text” and “number of images” correlate positively with improved rankings BUT scale does not seem to be unlimited upwardly (longer content isn’t necessarily better)
• A good technological page design is still a basic requirement for rankings in general and the existence of the keywords as well as the existence of H1, H2 and description on-page continues to be important.
@StevenShattuck
HOW IS CONTENT RANKED?
• Links
• Social Signals
• On-Page (Technical)
• On-Page (Content)
@StevenShattuck
HOW IS CONTENT RANKED?
• Links
• Social Signals
• On-Page (Technical)
• On-Page (Content)
@StevenShattuck
“Just make good content and you’ll be okay.”
- The Google
How does Google know if content is good?
@StevenShattuck
@StevenShattuck
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
“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)
@StevenShattuck
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.”1. high reputational score (strong personal brand / lots of followers)
2. established reputation (non-anonymous)
3. valuable content (traffic/shares)
@StevenShattuck
IN OTHER WORDS
The author of content will factor into rankings.
Expert content, written by non-anonymous authors
will rank higher than anonymous content.
Google: Agent Rank Marketers: AuthorRank
(same thing, basically)
@StevenShattuck
THINGS WE DON’T KNOW• How significant of a ranking factor it will be
• How authors will be graded (PageRank? Klout?)
• If it is truly live now or when it will go live, if ever
@StevenShattuck
GOOGLE WANTS IT“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)
@StevenShattuck
How do you identify yourself to Google?
@StevenShattuck
GOOGLE AUTHORSHIP
rel=”author”
contributor to
@StevenShattuck
GOOGLE AUTHORSHIP 1/2
http://searchengineland.com/the-definitive-guide-to-google-authorship-markup-123218
@StevenShattuck
GOOGLE AUTHORSHIP 2/2
http://www.swellpath.com/2013/09/author-rich-snippets-tutorial-2013/
@StevenShattuck
• “rel= author” tag pointing back to your G+ profile
• A link to your G+ in your author bio on-page
OR
TESTING
http://www.google.com/webmasters/tools/richsnippets
@StevenShattuck
Benefits of Google Authorship
@StevenShattuck
AUTHOR RICH SNIPPETS
@StevenShattuck
AUTHOR RICH SNIPPETS
Google+ Profile
Author Photo
Other Posts
@StevenShattuck
AUTHOR RICH SNIPPETS
Which would you click first?
Which caughtyour eye first?
@StevenShattuck
NIELSEN'S F PATTERNHigher CTR?
Ranking not as important?
http://justinbriggs.org/how-does-google-authorship-impact-ctr
@StevenShattuck
YOUR FACE MATTERS!
http://moz.com/blog/google-author-photos
35% increasein traffic!
@StevenShattuck
TEST ≠ APPEARANCE
@StevenShattuck
APPEARANCE FACTORSHow authorship is set up
+Frequency of page crawl (time)
+Frequency of publishing
+Google+ usage / profile robustness
+Individual search settings
@StevenShattuck
AUTHORSHIP STATS
@StevenShattuck
WHEN AUTHORSHIP IS BAD
http://searchenginewatch.com/article/2286728/Can-Google-Authorship-Really-Cause-a-Huge-Traffic-Drop-Case-Study
@StevenShattuck
AUTHORSHIP ADOPTION
@StevenShattuck
AUTHORSHIP ADOPTION
http://moz.com/blog/googles-december-authorship-shake-up@StevenShattuck
AuthorRank and Google Authorship
will keep Google+ relevant
identity + authority
@StevenShattuck
GOOGLE+: AUTHORITY ENGINE“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/
@StevenShattuck
GOOGLE+: IDENTITY ENGINE
Google+
YouTube
@StevenShattuck
GOOGLE+ USAGE IS KEYGoogle+ posts pass link equity!
3 follow links!@StevenShattuck
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.”1. high reputational score (readers/followers/subscribers)
2. established reputation (non-anonymous)
3. valuable content (traffic/shares)
Google Authorship
G+
Frequent Publishing
@StevenShattuck
AUTHORRANK SUCCESS
Strong, visible public persona / personal brand+
Google Authorship +
Frequent Publishing +
Google+ usage
@StevenShattuck
AUTHORRANK SUCCESS• Establish Google Authorship
• Fill out Google+ profile completely
• Verify your name
• Active use of social media - especially Google+
• Add users to circles
• Comment/+1 content
• Keep publishing good stuff!
@StevenShattuck
FURTHER READING
✤ http://raventools.com/blog/ultimate-list-of-relauthor-resources/
✤ http://moz.com/blog/how-to-prepare-for-authorrank-and-get-the-jump-on-google
✤ http://www.seobythesea.com/2011/11/agent-rank-or-google-plus-as-an-identity-service-or-digital-signature/
✤ http://www.blindfiveyearold.com/author-rank
@StevenShattuck
@StevenShattuck
Questions?