why authorrank is the future of seo (mixwest 2013)
DESCRIPTION
http://www.mixwest.com/schedule/view/161 If you've followed SEO and Internet marketing news over the past year or so, you've no doubt come across the concept of AuthorRank, which AJ Kohn says could be more disruptive than all of the Panda updates combined. Google has stated that the identity of individual agents responsible for content can be used to influence search ratings. In other words, Google will begin (or has begun) to consider not only content quality as the basis of search results, but also their authors. Many believe that AuthorRank will be the definitive SEO ranking factor for all content on the web. Steven Shattuck will get you up to speed on what AuthorRank is and why you need to start preparing for this up-and-coming search engine ranking factor. Key Takeaways: * Overview of the history of AuthorRank / Agent Rank. * Gain an understanding of how AuthorRank can affect search engine rankings and click-through rates. * Learn how to set up Google Authorship to begin establishing your AuthorRank today. * Learn how to optimize author rich snippets to increase CTR.TRANSCRIPT
![Page 1: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/1.jpg)
@StevenShattuck | #MixRank
Why AuthorRank is the future of SEOand what you need to do about it today.
![Page 2: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/2.jpg)
About Steven:
✤ VP Marketing, Bloomerang
✤ Published in: Search Engine Journal, Content Marketing Institute, Social Media Today, Business2Community, ExactTarget, Inside INdiana Business, Raven Internet Marketing Tools
@StevenShattuck | #MixRank
![Page 3: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/3.jpg)
@StevenShattuck | #MixRank
Before we begin:
![Page 4: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/4.jpg)
✤ There is no such thing as AuthorRank.
@StevenShattuck | #MixRank
Before we begin:
![Page 5: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/5.jpg)
✤ There is no such thing as AuthorRank.
✤ You cannot (currently) “build AuthorRank.”
@StevenShattuck | #MixRank
Before we begin:
![Page 6: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/6.jpg)
✤ There is no such thing as AuthorRank.
✤ You cannot (currently) “build AuthorRank.”
✤ “AuthorRank” is a term invented by marketers.
@StevenShattuck | #MixRank
Before we begin:
![Page 7: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/7.jpg)
✤ There is no such thing as AuthorRank.
✤ You cannot (currently) “build AuthorRank.”
✤ “AuthorRank” is a term invented by marketers.
✤ Google Authorship and AuthorRank are not the same thing.
@StevenShattuck | #MixRank
Before we begin:
![Page 8: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/8.jpg)
What is AuthorRank?
@StevenShattuck | #MixRank
![Page 9: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/9.jpg)
Then:
Keyword Stuffing | Exact Match Domain | Link Spam | Directories
@StevenShattuck | #MixRank
![Page 10: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/10.jpg)
Then:
Keyword Stuffing | Exact Match Domain | Link Spam | Directories
Now:
Good Content | Social Signals | Relevant Links
@StevenShattuck | #MixRank
![Page 11: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/11.jpg)
Then:
Keyword Stuffing | Exact Match Domain | Link Spam | Directories
Now:
Good Content | Social Signals | Relevant Links
Tomorrow:+
AuthorRank@StevenShattuck | #MixRank
![Page 12: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/12.jpg)
How is content currently ranked?
✤ Social
✤ Backlinks
✤ Onpage (Technical)
✤ Onpage (Content)
@StevenShattuck | #MixRank
![Page 13: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/13.jpg)
How is content currently ranked?
✤ Social
✤ Backlinks
✤ Onpage (Technical)
✤ Onpage (Content)
@StevenShattuck | #MixRank
![Page 14: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/14.jpg)
Then:
Keyword Stuffing | Exact Match Domain | Link Spam | Directories
Now:
Good Content | Social Signals | Relevant Links
Tomorrow:+
AuthorRank@StevenShattuck | #MixRank
? ? ?
![Page 15: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/15.jpg)
How does Google know if content is good?
@StevenShattuck | #MixRank
![Page 16: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/16.jpg)
2005 Google Patent - “Agent Rank”
“The identity of individual agents responsible for content can be used to influence search ratings.”“Assuming that a given agent has a high reputational score, representing an established reputation for authoring valuable content, then additional content authored and signed by that agent will be promoted relative to unsigned content or content from less reputable agents in search results.”
@StevenShattuck | #MixRank
![Page 17: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/17.jpg)
Digging in to “Agent Rank”
“Assuming that a given agent has a high reputational score, representing an established reputation for authoring valuable content, then additional content authored and signed by that agent will be promoted relative to unsigned content or content from less reputable agents in search results.”
@StevenShattuck | #MixRank
![Page 18: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/18.jpg)
Digging in to “Agent Rank”
“Assuming that a given agent has a high reputational score, representing an established reputation for authoring valuable content, then additional content authored and signed by that agent will be promoted relative to unsigned content or content from less reputable agents in search results.”
@StevenShattuck | #MixRank
1. established reputation
2. high reputational score
3. valuable content
![Page 19: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/19.jpg)
Digging in to “Agent Rank”
“Assuming that a given agent has a high reputational score, representing an established reputation for authoring valuable content, then additional content authored and signed by that agent will be promoted relative to unsigned content or content from less reputable agents in search results.”
@StevenShattuck | #MixRank
1. established reputation (identity)
2. high reputational score (active social graph)
3. valuable content (credible expertise)
![Page 20: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/20.jpg)
Google Wants AuthorRank
“We know that great content comes from great authors, and we’re looking closely at ways this markup could help us highlight authors and rank search results.”
- Othar Hansson (Software Engineer, Google)
@StevenShattuck | #MixRank
![Page 21: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/21.jpg)
AuthorRank defined:
Expert content, written by established (non-anonymous) authors will rank higher than anonymous content.
@StevenShattuck | #MixRank
✤ One (desired) ranking factor out of many (PageRank, Domain Authority, etc.)
✤ Content quality + author quality (reputation)
✤ Anonymous / ghost-written / outsourced / plagiarized content will suffer
✤ No one outside of Google knows the timetable / how this will manifest
![Page 22: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/22.jpg)
Anonymity / Identity
“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 (Executive Chairman, Google)
@StevenShattuck | #MixRank
![Page 23: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/23.jpg)
Identity: Google Authorship
@StevenShattuck | #MixRank
![Page 24: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/24.jpg)
2005 Google Patent - “Agent Rank”
“The identity of individual agents responsible for content can be used to influence search ratings.”
@StevenShattuck | #MixRank
Google Authorship (exists)
AuthorRank (does not exist)
![Page 25: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/25.jpg)
What is Google Authorship?
✤ Google Authorship ties authors to their content
✤ Established Google Authorship is a requisite to building AuthorRank
✤ Implements goals of “Agent Rank” patent through one mechanism
1. established reputation (identity)
2. high reputational score (active social graph)
3. valuable content (credible expertise)
@StevenShattuck | #MixRank
![Page 26: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/26.jpg)
@StevenShattuck | #MixRank
Meanwhile, on Google+...
![Page 27: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/27.jpg)
Google Authorship begins on Google+
rel=”author”
contributor to
@StevenShattuck | #MixRank
![Page 28: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/28.jpg)
Establishing Google Authorship has immediate value
@StevenShattuck | #MixRank
![Page 29: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/29.jpg)
Authorship Rich Snippets
@StevenShattuck | #MixRank
![Page 30: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/30.jpg)
Authorship Rich Snippets
@StevenShattuck | #MixRank
Google+ Profile
Author Photo
Other Posts
![Page 31: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/31.jpg)
Trust Factor
@StevenShattuck | #MixRank
![Page 32: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/32.jpg)
Trust Factor
@StevenShattuck | #MixRank
Which would you click first?
Which caughtyour eye first?
![Page 33: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/33.jpg)
Authorship Rich Snippets
@StevenShattuck | #MixRank
✤ Increased visibility in the SERPs
✤ Instant credibility
✤ Link to other posts by that author
✤ Link to their social profile (G+)
✤ Higher CTR
✤ #1 ranking not as important?
![Page 34: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/34.jpg)
Google Authorship: Instructions
@StevenShattuck | #MixRank
1. Add blog / author URL to Google+ “Contributor to” field
2. Add rel=”author” markup that points to author G+ URL
✤ Easy in Wordpress: use Yoast Wordpress SEO plugin
✤ Non-Wordpress: have G+ profile URL somewhere in author bio
Detailed instructions: http://searchengineland.com/the-definitive-guide-to-google-authorship-markup-123218
![Page 35: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/35.jpg)
“Contributor to”
@StevenShattuck | #MixRank
![Page 36: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/36.jpg)
Structured Data Testing Tool
http://www.google.com/webmasters/tools/richsnippets@StevenShattuck | #MixRank
![Page 37: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/37.jpg)
Authorship Stats
@StevenShattuck | #MixRank
![Page 38: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/38.jpg)
Authorship is catching on
@StevenShattuck | #MixRank
![Page 39: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/39.jpg)
Not just webpages
@StevenShattuck | #MixRank
![Page 40: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/40.jpg)
When authorship is a bad idea
@StevenShattuck | #MixRank
http://searchenginewatch.com/article/2286728/Can-Google-Authorship-Really-Cause-a-Huge-Traffic-Drop-Case-Study
![Page 41: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/41.jpg)
Authorship creates content champions
@StevenShattuck | #MixRank
![Page 42: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/42.jpg)
Authorship creates content champions
✤ Encourages internal/external content production ✤ Helps build author’s personal brand and authority✤ Employers get ongoing benefits from former employees’ content
@StevenShattuck | #MixRank
![Page 43: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/43.jpg)
R.I.P. Anonymous Content
@StevenShattuck | #MixRank
![Page 44: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/44.jpg)
R.I.P. Anonymous Content
✤ No more “by ‘Guest Blogger’” or “by (company name)”✤ Tough days ahead for ghost-written, outsourced content✤ http://www.wired.com/threatlevel/2012/06/wmw-arvind-narayanan/
@StevenShattuck | #MixRank
![Page 45: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/45.jpg)
Identity Verification Across All Google Platforms
@StevenShattuck | #MixRank
![Page 46: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/46.jpg)
Google Authorship will keep Google+ relevant
@StevenShattuck | #MixRank
![Page 47: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/47.jpg)
Just use Google+
✤ Fill out your profile
✤ Share articles daily
✤ Post comments
✤ Add people to Circles
✤ +1 your articles
✤ Join communities
@StevenShattuck | #MixRank
![Page 48: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/48.jpg)
What about Brands?
@StevenShattuck | #MixRank
![Page 49: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/49.jpg)
What about Brands?
@StevenShattuck | #MixRank
rel=”publisher”
verified URL
![Page 50: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/50.jpg)
rel=”publisher”
@StevenShattuck | #MixRank
![Page 51: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/51.jpg)
rel=”publisher” + rel=”author”
@StevenShattuck | #MixRank
http://www.swellpath.com/2013/01/authorrank-for-brands/
http://www.virante.org/blog/2013/06/14/relauthor-or-relpublisher-which-should-i-use/
![Page 52: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/52.jpg)
What about AuthorRank?
@StevenShattuck | #MixRank
![Page 53: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/53.jpg)
What about AuthorRank?
@StevenShattuck | #MixRank
Watch your rankings closely.
Pay attention to Google announcements.
![Page 54: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/54.jpg)
Grain of salt: Matt Cutts
@StevenShattuck | #MixRank
“Just because a patent issues...doesn’t necessarily mean we are using that patent at the moment.
It just means that mechanism is patented.”
- Matt Cutts (Head of Search Spam, Google)
![Page 55: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/55.jpg)
How to prepare for AuthorRank
@StevenShattuck | #MixRank
✤ Establish Google Authorship (ask for rel=”author”)
✤ Build your authority
✤ Publish regularly
✤ Specialize!
✤ Use Google+
✤ Watch your Authorship Stats
![Page 56: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/56.jpg)
Further Reading:
✤ http://raventools.com/blog/ultimate-list-of-relauthor-resources/
✤ http://moz.com/blog/how-to-prepare-for-authorrank-and-get-the-jump-on-google
✤ http://www.seobythesea.com/2011/11/agent-rank-or-google-plus-as-an-identity-service-or-digital-signature/
✤ http://www.blindfiveyearold.com/author-rank
@StevenShattuck | #MixRank
img via http://www.flickr.com/photos/rankingfuuta
img via http://www.flickr.com/photos/philliecasablanca
![Page 57: Why AuthorRank is the Future of SEO (Mixwest 2013)](https://reader037.vdocument.in/reader037/viewer/2022110306/554cfe3cb4c905a5138b5421/html5/thumbnails/57.jpg)
Questions?
@StevenShattuck | #MixRank
Slides: http://bit.ly/mix_rank