advanced authorrank: 25 tactics, from the individual to the enterprise level

Advanced AuthorRank: 25 Tactics from the Individual to the Enterprise Level!

by Mike Arnesen, Senior SEO at SwellPath!@mike_arnesen!

Tweet with Mozinar attendees: #mozinar!!Technical problems or feedback:!Please email [email protected]!!

Sweet Hashtags: #AdvancedAuthorRank #Mozinar

Hi!

Mike Arnesen Senior SEO, SwellPath Google.com/search?q=mike+arnesen

@mike_arnesen #AdvancedAuthorRank #Mozinar

You’ve heard of AuthorRank

Circle of Advocates


“The reputa+on of a par+cular agent is a func+on of the reputa+on

of the content and agents which refer to it.” - from the Agent Rank Patent

#1

Circle of Advocates


Notify your advocates…sparingly.

#1

Regular Circle Building


#2

Spend time building your Google+ circles.

Foster relationships with your advocates and let them know they’re valued.



These folks

are ALL

either current

or potential

advocates!

#2



#2

Find advocates, but do it quickly! Add the Ripples bookmarklet to your toolkit!

blindfiveyearold.com/ripples-bookmarklet

Crawl for Authors


I know where you

live.

#3

Crawl for Authors


I know where you live write.

Use Tom’s Author Crawler Tool. It’s amazing.

#3

tomanthony.co.uk/tools/author-crawler/

Crawl for Authors


These established authors link to you. This is high value information!

#3

Target Engaged Authors


Now find authors who aren’t linking to you, yet.

#4

Breakdown Recommendation Barriers

Make sharing as easy as possible. @mike_arnesen #AdvancedAuthorRank #Mozinar

#5

People these authors.

Breakdown Recommendation Barriers

So much better!


#5

Author-friendly Discussions


#6

Google wants to know who comments on your work &

how your comments are received.

Author-friendly Discussions


#6

Help Google see which authors are responding!

Google+ Social Sign-‐in

Use it for commen+ng

Which theore+cally +e back to your author iden+ty

Leave comments

Remove Inappropriate Authorship

If there’s one thing Google doesn’t like, it’s being tricked by webmasters.


#7

Remove Inappropriate Authorship

This is definitely not an appropriate use of Authorship. !


#7

Authorship for Designers & Partners


#8

Kinda grey hat

Don’t Commoditize Authorship

Once AuthorRank becomes a ranking factor, Google will be

itching to penalize manipulation.

Do it ethically or

get out!


#9

@w2scoG

Searchscapes with Low Penetration


Where’d everyone go?

So much opportunity!

#10

Overcoming Hesitations & Objections


#11

But I don’t want to highlight

my employees.

That’s fine, Keanu, but it’s required if you want to enjoy benefits.

Selling the Recommendation

Here’s your recipe for success.


Google Search Volume x Impression Rate x Avg. Organic CTR = Visits Captured

Visits Captured x Avg. Revenue Per Organic Visit = Expected Return

#12



Google Search Volume x Impression Rate x NEW Organic CTR = Visits Captured

Visits Captured x Avg. Revenue Per Organic Visit = Projected Return

Projected – Expected = ROI of Implementing Authorship

#12



120,000 est. searches x 4% impression rate x 6% Avg. CTR = 290 Visits

290 Visits x $1.50 Avg. Value = $435.00

$435 – $285 = $150 ROI on Authorship per Month

#12

120,000 est. searches x 4% impression rate x 4% Avg. CTR = 190 Visits

190 Visits x $1.50 Avg. Value = $285.00

QA Your Implementation


#13

<link rel="author" href="http://plus.google.com/103088929047917831453"/>

One line to rule them all.

Author Photo Optimization


#14

We optimize everything else! Why not this?

Improve that CTR!

Try out different ways to stand out in the crowd.

Author Photo Optimization


Consistent personal branding across networks!

#14

Monitor AuthorStats


Focus on these as KPIs of Authorship.

#15

Be Mindful of Automatic Attribution


You can’t use rel=author on SlideShare! HOW IS THIS HAPPENING?!

#16

Screenshot courtesy of blindfiveyearold.com

Google wants to know how recent your contributions are.

Just ponder that.

Current vs Past Contributor To


#17

Build Your Profile’s PageRank


#18

Google+ pages build & pass PR just like other pages on the web. Build it.

Build Your Authority Offline


#19

It’s all about the #RES.*

*Real Expert Stuff

Check Off Bing’s Authority Checklist


Do you have unique, useful content? Check.

Do you produce new content frequently? Check.

Do you have a solid history? Check.

Do you have trustworthy links pointing at your content? Check.

Do you have an active social presence? Check.

Do people retweet and like your social content? Check.

bing.com/blogs/site_blogs/b/webmaster/archive/2011/10/28/want-to-be-an-authority-here-s-how.aspx

#20

Your Site’s Branding & UX Matter


#21

Rand’s a smart guy, and I consider him an authority. I love visiting Rand’s site because it’s a fantastic experience.

Your Site’s Branding & UX Matter


#21

Even if you’re an expert, a bad UX and poor branding can cause your message to get lost.

Demonstrate Your Expertise & Value


#22

Invest time participating in communities where you can demonstrate your expertise.

AuthorRank Protects You


A site with high PR and extremely low AR could indicate a suspicious link profile.

#23



A site with high AR Authors and low PR may deserve additional attention.

#23



A site with high PR and high AR Authors is the perfect combination. AuthorRank could keep you safe from penalties.

#23

Remember the WHY


#24

We all just want to connect with other people.

BECOME an Authority

Become the experts, !that Google wants !

! ! !to see promoted !in search results.!


#25


Increased SERP visibility, higher CTR, and positive ROI are amazing.


Yet the value of building real authority and trust with your audience is immeasurable.


Authorship is just the beginning

AuthorRank lets us make the web a better place.


For any tool or post I mentioned, plus some other great stuff…bit.ly/authorrankmozinar


Thank You

Q&A Time!!

@mike_arnesen

www.swellpath.com

[email protected]

http://seomoz.org/webinars!

advanced authorrank: 25 tactics, from the individual to the enterprise level

Technology

mike arnesensenior seo

mozinar attendees

searches x

visits290 visits x

visits190 visits x

authors link

circle of advocates

help google