Google Plus for publishers
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Transcript of Google Plus for publishers
Google+for
publishers
Arne van Elk RNW Business Intelligence
December 2013
Google+ for publishers
• What is Google+ ?• Impact on search results?• Authorship & author rank• Google+ Brand Pages• Rel=publisher
it’s like
… but different.
What is Google+ ?
Web pages can be shared within circles or receive a +1
But what is Google+ exactly?A social layer across Google’s services
Google+ is also an identity platformdirectly connected to Google search
Mapping a web of people & organizations
Google’s Goal of Google+ …
Generate data that can be used to improve search results
Impact on search results?
1. Personalization
2. Google+ posts in search results
3. Shared links are ‘follow’: they let pagerank flow
Google+ impact on personalized results
depersonalizedpersonalized
Google+ impact on personalized results
personalized
This result is on no. 1because an influental person I follow on Google+ has sharedthe link
Google+ local page impact on search results
This result probably is no. 1 because they have a Google+ local page
(and I wasn’t even looking for them)
Google+ Posts in search results
Can Google+ Impact Non-Personalized Rankings of
Content Created Off Platform?
it’s complicated …
Can Google+ Impact Non-Personalized Rankings of Content Created Off Platform?
• Currently +1’s are not used as ranking signal
• But, when a link to a page is shared on Google+, this creates a ‘followed’ link that can pass pagerank
Shared links are ‘follow’
Authorship
• Verification of the author of an article by linking a personal Google+ page to the article page using rel=“author”
Result is: • Increased visibility/CTR in SERPs• Possible protection against being outranked in
Google Search by those who scrape your content and republish it on their own sites.
What are you looking at?
Authorship SERP Benefits
Does it work? Depends on the type of search …
Not just any author
of course it helpswhen you activelyuse Google+
Even more info when you click on the author’s name
Authorship may help to get in Google’s In-depth-articles - feature
Authorship is NOT a ranking factor!The concept of author rank has not taken off (yet)
Authorrank challengesHow does Google know fore sure …
• if certain words on a page refer to a human being• if that human being is the author of a given page• what authority this author has, on which topics• which author is more authoritative than others
(on a given subject)• when things change (because of career changes,
retirement etc.)
When AUTHORSHIP adoption is low, AUTHORRANK does not reflect ‘the real world’
Google+ Brand Pages
Google+ Brand Pages: different flavors
Advantages of a Google+ Brand Page
• Taking up more space in SERP for a branded search• Creating new touch points for people to engage with
your content• Quick indexation of new pages• Verifying brand identity with rel=“publisher”• Getting in the ‘suggested users’ list• +Post Ads: Google+ Content in Ads on Google Display
Network
In other words: strenghtening your presence in Google
In ways that will see a lot of development in the coming years
Suggested users list
New advertising options coming up+Post Ads: Google+ Content in Ads on Google Display Network
Direct link to Google+ page in Ad
Rel = “publisher”
• Markup that verifies brand identity by linking a website to the corresponding Google+ Brand Page
• The Google+ page will be displayed in search results for a branded search(sometimes)
Disadvantages of a Google+ Brand Page
• Another beast’s mouth to fill• Spreading your social media efforts too thin• Is your audience on Google+?
Finally: do the test
www.steadydemand.com/Google-Plus-Brand-Audit-Tool.php
Read on
• www.martinshervington.com/what-is-google-plus
• www.blindfiveyearold.com/authorship-is-dead-long-live-authorship • www.blindfiveyearold.com/build-your-authority-not-your-author-rank
• www.google.com/+/business/ • http://services.google.com/fh/files/misc/googleplus-for-journalists.pdf
• http://
searchenginewatch.com/article/2307518/Google-SEO-How-Google-Impacts-Search-Results