Beyond Optimization: Elevating your Content with Google Authorship
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Transcript of Beyond Optimization: Elevating your Content with Google Authorship
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BEYOND OPTIMIZATION: ELEVATING YOUR CONTENT WITH GOOGLE AUTHORSHIP
David Gould, Creative Services Director of Vertical Measures | @dbog
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IF YOU'RE NOT CONTENT MARKETING,
YOU'RE NOT MARKETING
- JOE PULIZZI, CONTENT MARKETING INSTITUTE
@dbog
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GOOGLE+ : THE EVERYWHERE SOCIAL LAYER
@dbog
VS.
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www.verticalmeasures.com
GOOGLE AUTHORSHIP: TURNING CONTENT PIECES INTO A BODY OF
WORK
@dbog
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PUBLISHERS AND AUTHORS: MUTUAL REPUTATION BENEFIT
@dbog
WWW
WWW
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“SOCIAL IS A GOOD WAY TO CREATE A REPUTATION FOR
AUTHORS. IF THE REPUTATION OF CONTENT AUTHORS IS
TRANSPARENT, IT WILL MAKE THE WHOLE WEB BETTER.”
– MATT CUTTS, GOOGLE
@dbog
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AUTHOR RICH SNIPPETS IN GOOGLE SEARCH RESULTS
@dbog
• Author Name
• Profile Picture
• Number of Google+ Circle Adds
• Link to Google+ Profile Page
HUMANS!
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AUTHOR ENGAGEMENT BONUS LINKS
@dbog
Original Search Result
Search Result Clicking Back in Browser 3 Minutes Later
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“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, GOOGLE CHAIRMAN
@dbog
BUT ISN’T IT MOSTLY SPECULATION?
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<link href="https://plus.google.com/108372215560425647693" rel="publisher" />
SETUP: PUBLISHERLINK WEBSITE TO BRAND PAGE & BRAND PAGE TO WEBSITE
@dbog
Add code to website home page (use your brand page’s ID number) :
Add website link to yourGoogle+ brand page
profile:
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WWW
SETUP: AUTHORREL=“AUTHOR”
@dbog
AuthorProfile
Author Content
Rel=“author”
Contributor to:
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SETUP: AUTHORREL=“AUTHOR” FORMATS
@dbog
Add code to each page containing your content (use your author ID number)
<a href="https://plus.google.com/106261768295209119544/?rel=author" />David Gould</a>
String query method (simpler)
<a href="https://plus.google.com/106261768295209119544" rel=“author" />David Gould</a>
Link attribute method
Verified email (not recommended)
Read more: https://plus.google.com/authorship
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Author Bio
WWW
SETUP: AUTHORREL=“ME” + REL=“AUTHOR”
@dbog
AuthorProfile
Author Content
Contributor to:
Rel=“me”
Rel=“author”
GOOD FOR CONTENT WITH BYLINE LINK TO
STANDALONE AUTHOR BIO PAGE
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<a href="https://plus.google.com/106261768295209119544/?rel=author" />+David Gould</a>
SETUP: AUTHOR STEP 1LINK CONTENT WEBSITE TO AUTHOR PROFILE PAGE
@dbog
I add this code to the bio that appears on all pages containing my content
(I add the plus so readers understand it’s a Google+ profile)
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SETUP: AUTHOR STEP 2LINK AUTHOR PROFILE PAGE TO CONTENT WEBSITE
@dbog
1. Go to your Google+ Profile and click “Edit Profile”2. At the bottom, edit the “Contributor to” section and click “Add
Custom Link”3. Label: add the Company/Brand name4. URL: add the root domain of the Company/Brand website5. Click Save
You’re now officially official.
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www.verticalmeasures.com
HOW TO MAKE THE MOST OUT GOOGLE AUTHORSHIP(AUTHORS)
@dbog
• The Google+ author profile image must be a headshot.
• Verify past content pieces• Google+ Activity
• Be active on Google+• Share your content consistently to
get +1’s and comments• Engage and circle relevant
industry/interest leaders• Get added to relevant circles• Participate in relevant communities
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www.verticalmeasures.com
HOW TO MAKE THE MOST OUT GOOGLE AUTHORSHIP(PUBLISHERS)
@dbog
• Weigh “company authorship” vs. individual contributors
• Consider Google+ Authorship potential in relevant hiring situations
• Use an author bio plugin to implement authorship code across a site
WWW
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Contact: 888.476.1881
www.verticalmeasures.com
QUESTIONS?
@dbog
More Traffic. More Leads. More Business.
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www.verticalmeasures.com @artenke
Join Us March 14th at 11am PST/2pm ESTPrepare for Panda 2013: How to Destroy ALL Your Duplicate Content
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Check out our website at www.verticalmeasures.com/webinars for registration information.
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