Post on 04-Jul-2015
description
Becoming THE
Becoming THE
Authority on Authority on
GGooooggllee
Telling the world: “I’m kind of a
Telling the world: “I’m kind of a BIGBIG deal” deal”
Who
am
I?W
ho a
m I? A. Chris TurnerA. Chris Turner
SEO SpecialistSEO Specialist
EntrepreneurEntrepreneur
Masters in Information Masters in Information SystemsSystems
6 Years Experience6 Years Experience
Jack of all TradesJack of all Trades
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Wha
tcha
Say
?
Wha
tcha
Say
? What is Authority?What is Authority?
The Theory Behind It…The Theory Behind It…
Why It Matters.Why It Matters.
Practical Application.Practical Application.
The Wrapper.The Wrapper.
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What is Authority?
What is Authority?How search engines and users
How search engines and users define it.define it.
What is
What is
Authority?
Authority?
UsersUsers
1.1. RelevantRelevant
2.2. ImportantImportant
3.3. PopularPopular
4.4. RespectedRespected
5.5. TrustedTrusted
Search Search EnginesEngines
1.1. SignalsSignals
2.2. RelevantRelevant
3.3. ReliableReliable
4.4. CredibleCredible
5.5. QualityQuality
In 2003, 52.8% of web users distrusted web resources, in 2012 the number is 98%.
(sources: UCLA, 2003 | Harris Interactive, 2012)
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What is
What is
Authority?
Authority?
All ownership rights belong to Marvel Studios and distributed by Walt Disney Pictures.
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Wha
t is
Aut
hori
ty?
Wha
t is
Aut
hori
ty?
http://www.chocolateseo.com/google-updates/google-maps/google-local-places-maps-whatever/
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Wha
t is
Aut
hori
ty?
Wha
t is
Aut
hori
ty?
http://www.chocolateseo.com/google-updates/google-maps/google-local-places-maps-whatever/
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Theories of Theories of AuthorshipAuthorshipThe cliff notes version
The cliff notes version
Theo
ries
of
Theo
ries
of
Aut
hors
hip
Aut
hors
hip
The The WebWeb is One Big is One Big BookBook!!
1.1. Think! Think! GGoooogglle e is an is an indexindex..
2.2. Websites contain Websites contain pagespages..
3.3. Pages have Pages have authorsauthors..
4.4. Authors cite Authors cite sourcessources (links). (links).
5.5. Not all authors are credible.Not all authors are credible.
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Theo
ries
of
Theo
ries
of
Aut
hors
hip
Aut
hors
hip
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Theories of Theories of
Authorship
Authorship
BooksBooks
1.1. ContentContent
2.2. SourcesSources
3.3. Author(s)Author(s)
4.4. PopularPopular
5.5. InterestingInteresting
Search Search EnginesEngines
1.1. ContentContent
2.2. LinksLinks
3.3. AuthorityAuthority
4.4. Social SignalsSocial Signals
5.5. CredibleCredible
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Theories of Theories of
Authorship
Authorship
Takeaway:Takeaway:Treat each page of a website like a Treat each page of a website like a
college paper.college paper.
Content should have an AuthorContent should have an Author
Sources CitedSources Cited
Well-written and CredibleWell-written and Credible
TruthfulTruthful
OriginalOriginal
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Theories of Theories of
Authorship
Authorship
Then Why?Then Why?
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Why Authority
Why Authority Matters.Matters.
What is the reason, the motivation to
What is the reason, the motivation to get some?get some?
Why A
uthority
Why A
uthority
Matters.
Matters.
Within search results,
Within search results,
information tied to
information tied to verified verified
online profiles
online profiles will be ranked
will be ranked
higher than content without
higher than content without
such verification, which will
such verification, which will
result in most users naturally
result in most users naturally
clicking on the top (verified)
clicking on the top (verified)
results. The true cost of
results. The true cost of
remaining anonymous, then,
remaining anonymous, then,
might be irrelevance. - Eric
might be irrelevance. - Eric
Schmidt, Google’s former CEO.
Schmidt, Google’s former CEO.
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Why
Aut
hori
ty
Why
Aut
hori
ty
Mat
ters
.M
atte
rs. Same time man! I don’t Same time man! I don’t
know you man!know you man!
All ownership rights belong to New Line Cinema
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Why
Aut
hori
ty
Why
Aut
hori
ty
Mat
ters
.M
atte
rs.
CTA More EffectiveCTA More Effective
Natural Link BuildingNatural Link Building
Improved VisibilityImproved Visibility
Affects Content Affects Content CredibilityCredibility
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Practical Practical Application
ApplicationBut what does it all mean Basil?
But what does it all mean Basil?
Practical Practical
Ap
plication
Ap
plication
It means you have work to do ladies
It means you have work to do ladies
and gents.and gents.
Work those Google+ Work those Google+ Profiles:Profiles:
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Practical Practical
Application
Application
1.1. Setup a Google+ ProfileSetup a Google+ Profile
2.2. Add Your Website Under Add Your Website Under “Contributor to” area.“Contributor to” area.
3.3. Add Link to G+ Profile on Add Link to G+ Profile on appropriateappropriate pages: pages:
o As an on page link, orAs an on page link, or
o As a <head> linkAs a <head> link
1.1. Test using Google WMT’s Test using Google WMT’s Rich Snippet ToolRich Snippet Tool
http://www.google.com/webmasters/tools/richsnippets
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http://www.google.com/webmasters/tools/richsnippets
http://www.stroble.com/ c/o cj Advertising – All Rights Reserved.http://www.stroble.com/ c/o cj Advertising – All Rights Reserved.
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http://www.google.com/webmasters/tools/richsnippets
http://www.stroble.com/ c/o cj Advertising – All Rights Reserved.http://www.stroble.com/ c/o cj Advertising – All Rights Reserved.
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Practical Practical
Ap
plication
Ap
plication
Authorship Authorship
DO’sDO’s
Consistent Consistent
images and images and
informationinformation
Multiple Multiple
Authors for Authors for
WebsitesWebsites
Pages, Blogs,
Pages, Blogs,
PRPR
Authorship Authorship
DON’TsDON’Ts
Use company
Use company
logoslogos
Connect Connect
+Pages+Pages
Add on every
Add on every
page.page.
Think it’ll Think it’ll
solve your solve your
crappycrappy
content content
problemproblem
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The Wrapper
The WrapperWhat you should’ve written in your
What you should’ve written in your notes.notes.
The
Wra
pp
er:
The
Wra
pp
er:
Wha
tcha
Say
?
Wha
tcha
Say
? What is Authority?What is Authority? Ability to Solve Ability to Solve
Problems/Answer Problems/Answer QuestionsQuestions
The Theory Behind ItThe Theory Behind It Pages Pages rankrank, sites don’t. , sites don’t.
((Remember:Remember: Book Analogy) Book Analogy)
Why It Matters.Why It Matters. Empowers Your ContentEmpowers Your Content
Practical Application.Practical Application. Authorship and MarkupAuthorship and Markup
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The
Wra
pp
er:
The
Wra
pp
er:
Que
stio
ns?
Que
stio
ns?
Clear As Mud?Clear As Mud?
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