Smx East 2013 Inferred Authorship by Janet Driscoll Miller
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Transcript of Smx East 2013 Inferred Authorship by Janet Driscoll Miller
INFERRED
AUTHORSHIP IN
SEARCH RESULTS
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Janet Driscoll Miller
Search Mojo
@
#SMX #22C
October 2, 2013
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#SMX #23C@janetdmiller
INFERRING AUTHORSHIP
#SMX #23C@janetdmiller
PDF AUTHORSHIP
• Infers authorship from content
• Does not infer from meta data
#SMX #23C@janetdmiller
WORD AUTHORSHIP
• “By” may not be the only way Google
infers authorship via content.About the Author
Janet Driscoll Miller brings
over seven years of search
engine marketing
experience to Search Mojo
and is considered a leading
expert in her field. Prior to
founding Search Mojo in
2005, Miller was the
Director of Internet
Marketing at WebSurveyor
Corporation…
#SMX #23C@janetdmiller
POWERPOINT AUTHORSHIP
• Infers authorship from text in powerpoint
• Doesn’t appear to use meta data
#SMX #23C@janetdmiller
BOOK AUTHORSHIP
#SMX #23C@janetdmiller
POTENTIAL PITFALLS
#SMX #23C@janetdmiller
BE THOUGHTFUL OF AUTHORSHIP
• Only the first author will show
Is it possible to add two authors for one article?
In the current search user interface, we only support one
author per article, blog post, etc. We’re still
experimenting to find the optimal outcome for searchers
when more than one author is specified.
#SMX #23C@janetdmiller
BE THOUGHTFUL OF AUTHORSHIP
• Be sure that you get the snippet you want
(watch for “by” in text)
#SMX #23C@janetdmiller
BE THOUGHTFUL OF AUTHORSHIP
• Be sure that you get the snippet you want
(watch for “by” in text)
#SMX #23C@janetdmiller
BE THOUGHTFUL OF AUTHORSHIP
• Author will only appear once on a page of
search results
#SMX #23C@janetdmiller
NAME MUST MATCH EXACTLY
#SMX #23C@janetdmiller
AUTHORRANK
#SMX #23C@janetdmiller
WHAT DOES AUTHORRANK MEAN FOR PR
AND SEO?
• Traditional, offline methods for choosing
a reporter to work with may not generate
the best SEO benefit online.
#SMX #23C@janetdmiller
IDENTIFYING GOOD ONLINE AUTHORS
• Does the site allow for authorship?
• Does the author have a Google+ profile?
– What sites are listed in the “Contributor to”
section and other links on the About section
• To check:
– Site:URL followed by author name
– Ex: site:nyt.com david pogue
#SMX #23C@janetdmiller
DETERMINING OUTREACH
• Weigh the SEO value
– Does the author have authorship “cred” with
Google?
• If not, weigh that against the other factors
• Weigh the readership value– Realize the value in readers finding your content,
that contributes to SEO.
– Recognize the level of authority for a publication on
a particular topic as well as the publication itself.
#SMX #23C@janetdmiller
PUBLISHERS:
PROTECT YOUR CONTENT!
#SMX #23C@janetdmiller
PROTECT YOUR CONTENT!
#SMX #23C@janetdmiller
PROTECT YOUR CONTENT!
#SMX #23C@janetdmiller
PROTECT YOUR CONTENT!
• 89 pages copied verbatim from client’s site
– All had authorship applied
• On some keywords, over 100 exact duplications on
various sites
#SMX #23C@janetdmiller
COMPARISON
Attribute Client Copycat
Inbound Links 441,000+ across 6,100+ domains
57 across 7 domains
Authority Domains? Yes(example: CDC, NIH)
No
Local-Based Business? No Yes (Texas)
#SMX #23C@janetdmiller
PROTECT YOUR CONTENT!
• Pages seem to have been created in
early-mid April 2013
#SMX #23C@janetdmiller
RESULTS
Keyword IDGoogle Organic Traffic Improvement in
One Week
1 23.7%
2 11.9%
3 26.2%
4 3.6%
5 8.6%
6 28.6%
7 12.5%
8 8.75%
9 14.5%
10 14.1%
#SMX #23C@janetdmiller
PROTECT YOUR CONTENT!
• CopySentry
– Monitor content for a monthly fee
for duplicates
– www.copyscape.com/copysentry.php
• Establish authorship (if you can)
• http://bit.ly/ProtectContent
#SMX #23C@janetdmiller
CONTACT
Janet Driscoll Miller
800-939-5938 x101
Google+: +Janet Driscoll Miller
(and +Search Mojo)
Twitter: @janetdmiller
Facebook:
facebook.com/SearchMojo
http://www.slideshare.net/SearchMarketingExpo
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