i must pay attention to author rank... blueclaw
TRANSCRIPT
I must pay attention to author rank I must pay attention to author rank I must pay attention to author rank I must pay attention to author rank I must pay attention to author rank
An Essay By Mike McDougall – Head of Search @ Blueclaw @mikeymcdougall
Believe the hype?
Author Rank – All Talk?
• There have been A LOT of grand statements around Author Rank, the perceived influence it will have on the Google algorithm & the way Content is displayed:
• Biggest potential update since Panda & Penguin
• Can’t be ignored by journalists, Content creators & marketers
• Increased CTRs due to addition of Rich Snippet to SERPs • Reverse the effects of Climate Change & refreeze the
Polar Icecaps
POWER TO THE PEOPLE (or authors?)
Algorithm Changes
• Phrases like ‘the people’s algorithm’ have been thrown around
• Potentially not the magic bullet that’s going to revolutionise the SERPs
• As search professionals important we keep an open mind & don’t leap to conclusions or make sweeping generalisations
Content Creators
• Undoubtedly important for bloggers, content creators & search marketers like me!
• Benefit for early adopters to get a head-start & gain traction
• Established top- level Journalists – will they actually care? (probably not)
Open to manipulation?
• As search professionals it’s naïve to think that Author Rank won’t be subject to abuse
• Like link profiles, Author rank Profiles will be open to manipulation
• This won’t be news to Google – but identifying & counteracting are 2 different things
Rich Snippets – Woohoo!
Rich Snippets & Higher CTRs
• Biggest short term influence is potential CTR uplift from rich snippet In Search
• Equals more visits to your blogs & sites & more engagement
Author Rank For Brands
• Risky Business?
• Err on the side of caution
• Development of rel=publisher
• Work with your Bloggers & Influencers to implement
Author Rank – Risky Biz?
• Inherent risks to placing all of your Authorship efforts into an individual & their Google + page – what if they leave?
• Not necessarily a sensible move for a brand unless they already have an internal advocate / owner manager – employees come & go
• Could create a ‘persona’ but not really in the framework that Author Rank was intended – could be considered manipulation
Proceed with Caution • Brands should plan carefully,
assess the risk & & wait for things to develop
• Power is with the authors, not the Brands – how can brands leverage without risk?
• Ensure staff & agencies are educated & updated
• Spread the author rank out between writers!
Rel=publisher
Rel=publisher Tag
• Way to link a Brand / Website to a Brand Google+ page
• Starting to be integrated into the SERPs – see SEO Moz example below – implemented the rel=publisher tag on their homepage
Bloggers & Influencers
Train ‘em up!
• Influencer outreach & community development are becoming big part of Content & Search Strategies
• Important to help our key Bloggers & Influences to implement Author Rank – the more power & authority they have the better!
• Amplify their voice to benefit your Brand –host a webinar or training breakfast
Chalkboard Takeaways
• Don’t be too reactive – we’ve all heard the next big thing in Search
• Implement for Rich Snippets & CTR gains
• Brands – watch this space for rel=publisher tag & Publisher Rank
• Scout Blogger talent & nurture them to increase influence