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Authorship: Why Claiming your Identity Matters… SMX Toronto 2013

Authorship: Why Claiming your Identity Matters… SMX Toronto 2013. Our Session TOC…. Google’s Official Position Basics Google’s Patents on AuthorShip & AuthorRank Microsoft & Yahoo are in as well Google+ and AuthorShip The Benefits of AuthorShip AuthorShip Bonuses AuthorShip Conclusions

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Authorship: Why Claiming your Identity Matters… SMX Toronto 2013

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  1. Authorship: Why Claiming your Identity Matters… SMX Toronto 2013

  2. Our Session TOC… • Google’s Official Position Basics • Google’s Patents on AuthorShip & AuthorRank • Microsoft & Yahoo are in as well • Google+ and AuthorShip • The Benefits of AuthorShip • AuthorShip Bonuses • AuthorShip Conclusions • The Future of AuthorShip & AuthorRank • Credits…

  3. The Official Google Basics… • This is all about Authorship and it’s impact on SEO and Social Media too… • To begin, let’s look at the various search engine patents and pull out what I think are the “best factors” they divulge about that ranking functionality from same… http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1140194

  4. “Google Might Rank User Generated Web Content in Google + and Other Social Networks!” …by Bill Slawski, seobythesea.com the Patent Whisperer http://www.seobythesea.com/2011/07/how-google-might-rank-user-generated-web-content-in-google-and-other-social-networks/

  5. Agent Rank! Google Patent: US 2007/0033168 A1Filing date: Aug 8, 2005 “this technique ranks authors in social media systems through a combination of statistical techniques that leverage usage metrics, and social and topical graph characteristics. In various exemplary embodiments, the technique can rank author authority …” http://www.google.com/patents/US20070033168

  6. Method and Apparatus for Rating User Generated Content in Search Results! Google Patent: US 2011/0196860 A1Filing date: Apr 19, 2011 “a method and apparatus provides for rating user generated content (UGC) with respect to search engine results…thereby generating a rating factor for the UGC field based on the document goodness factor, the author rank and the location rank…” http://www.google.com/patents/US20090271391

  7. Ranking Authors in Social Media Systems! Microsoft Patent: US 2012/0117059Filing date: Nov 9, 2010 “the technique can rank author authority by the following: 1) temporal analysis of link sharing in which authority is computed based on a user's propensity to provide early links to web pages that subsequently become popular; 2) topical authority based on the author's links and content updates in specific topic areas too…” http://www.google.com/patents/US20120117059

  8. Method and Apparatus for Rating User Generated in Search Results Yahoo Patent: US 2009/0271391Filing date: Apr 29, 2008 “The method and apparatus thereby generates a rating factor for the UGC field based on the document goodness factor, the author rank and the location rank…to output a search result that includes the UGC data field positioned in the search results based on the rating factor…“ Patent Filings here…

  9. Patent Take Aways? All Search Engines have patents on using social media of one type or another to create “identifiable” content authors…and will rank sites based on that AuthorShip… http://www.seo-theory.com/2013/02/06/seo-myths-about-authorship-and-author-rank/

  10. So What? http://www.seo-theory.com/2013/02/06/seo-myths-about-authorship-and-author-rank/

  11. “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, ex-Googler NYTimes Book Review 2013

  12. WHY BOTHER?

  13. Traffic! “Want at least a Boost in Traffic? Then Use this Idiot-Proof Guide to Google Authorship Markup…” …by Neil Patel, KISSmetrics.com http://www.quicksprout.com/?s=authorship

  14. Click-thrus! “And don’t forget – Authorship tactics bring at least a 35% increase up to a 400% increase in click-thrus too…” …by Neil Patel, KISSmetrics.com http://www.quicksprout.com/2012/09/17/author-rank-a-step-by-step-guide-to-dominating-search-with-content-marketing/

  15. So...isn’t EVERYONE using AuthorShip then? Not even close… Most online SEM types are NOT using it yet! Let’s look at that… http://www.catalystsearchmarketing.com

  16. Only 9% of Tech Blogs use Authorship! This is somewhat shockingit is known to increase the click thru rates from the Google search results to the web site! Even more shocking Is that 3% weren't’ able to “do” it! http://www.conductor.com/blog/2012/08/how-9-out-of-10-tech-sites-could-improve-their-search-listings-with-one-simple-fix/

  17. Google Authorship Adoption Among Social Media Influentials! “Adoption of Google Authorship among these highly-influential people on social media was surprisingly low.  Only 15 of the 50 influentials (30%) have set up an Authorship connection…” by Mark Traphagen, Virante.com http://www.virante.org/blog/ https://plus.google.com/u/0/?tab=wX#communities/104474428845467390263

  18. Benefits Of Authorship

  19. Authorship Creates Your Brand! 1]. You create your own personal brand…that will let all searchers know who you are…and that you at a minimum have spoken/written on the topic they’ve just searched for….

  20. You Now Don’t Have to Be #1… 2]. Used to be that you need to be #1 to get click-thrus and traction… but no more!

  21. And You Can Track Authorship Click-thrus! 3]. In GWT > Labs > AuthorStats you can see your own metrics…. * Can you tell when I was away?

  22. Google Provides A Hidden Benefit! 4]. After a web search and at least 90 seconds…Google will display an extra 3 listings for a verified Authorship content creator…

  23. Authorship is Valued by Google+ 5]. Another way that Google Authorship is so important is the fact that it allows you to build up a reputation in particular areas of knowledge… Much like rival social network Facebook, Google+ logs verified information about you… This influences which search results you receive as well as how trusted certain websites are to both you as a user & search engines too…

  24. SEO Benefits of Authorship! 6]. When an author gets a relatively good amount of social notice and web traffic, the writer obtains an “Author Ranking” with Google Authorship. This creates a ranking system to boost the content each writer creates… As Brian Clark, founder and CEO of Copyblogger, said, “Author Rank has the potential to be the biggest algorithmic signal for the SEO since the hyperlink itself…”

  25. BONUS: Use Plus Mentioning! • The ability to plus mention someone in a post in a comment by typing a + sign and then immediately typing the person’s name. • Once posted, the plus mention becomes a link to that person’s profile, but also generates a notification to the person mentioned with a link to the post! • This is a GREATway to build AuthorRank rep!

  26. BONUS: Do +1 Clicks Affect Search Results? • +1 helps people discover relevant content—a website, a Google search result —from the people they already know and trust… • The +1 button appears on Google search, on websites and on ads too! • So the content that you create – will gain +1 clicks…and help your AuthorRank increase...

  27. BONUS: The AuthorCrawler App! • Created by Tom Anthony of Distilled… • Helps the SEO community to use Google's authorship markup to harvest data about links… • Uses the seomoz API to • sort your backlinks by the • social standing of the • authors of those links! http://www.tomanthony.co.uk/tools/author-crawler/

  28. CONCLUSION:The Future of Authorship is AuthorRank! AuthorRank is defined by Google as… “The identity of individual agents responsible for content can be used to influence search ratings…” It’s coming…. Are you ready?

  29. AuthorRank Take Aways: • Find your own channel to be an Authority! • Write often in that channel and remember to deploy it across all social media apps… • USE Google+ and the +1 buttons daily to help Google realize that YUP – you’re an Authority! • Find other channel influentials and take a role in their own online reputation building too!

  30. AuthorRank Take Away Links… Econsultancy – is AuthorRank a Myth? Seo.moz – What AuthorRank is? AJ Kohn – Reading May Influence AuthorRank Econsultancy – Are you prepared for AuthorRank CopyBlogger – Why Hunter S Thompson… DuctTape – When Authors rule the Web SocialThoughts – AuthorShip & Identity… AJ Kohn – A Seminal AuthorRank Study…

  31. Credits… Jim Rudnick -- MCSD • CEO KKT INTERACTIVE • a Microsoft Certified Solution Developer • more than 17 years of SEO experience • with more than 25 years of web experience • have worked for NY Yankees, PEP Boys, GE, The Disney Company, Canada Life, Mercedes, SAAB, Reuters and Quaker State Oil… • built more than 400 sites…have run more than 100 SEO Campaigns over past decades… • we build sites that have had millions of hits come up on the first page in search engines and more than that – we build sites that generate new business for our clients day after day!!! • we blog about Canadian SEO at www.canuckseo.com too!

  32. Questions? Jim Rudnick KKT INTERACTIVE Inc. jrudnick@kkti.com www.kkti.com jrudnick@kkti.com 905-667-8565

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