Viewing all posts by Eric Enge.

What Google’s authorship markup means for SEO

A distinguished looking authority figureBack in June of 2011 Google announced their support for authorship markup.

The initial impact of this markup was that Google would modify the appearance of the search results to show a picture of the author, as shown in this example search result:

 

rel-author-example

 

 

 

 

To make this work, you need to have a Google Plus profile, and then you need to properly tag the pages of your site to claim authorship of your articles. You can see a definitive guide to setting up rel author here, and the interview I did with with Google’s Sagar Kamdar on rel author here.

In today’s post, I am going to focus on one main point:

Why Authorship Will Become a Ranking Signal

I will give you 6 reasons, starting with 2 “socially” oriented reasons, followed by 4 more targeted reasons:

1.  Because people relate to people

Interacting with corporate behemoths just does not have a very personal feel to it. People like relating to people. Once someone begins publishing content they begin to reveal bits and pieces of who they are, and other people can relate.

Tracking these interactions (more on this below) can provide a strong indication of how much authority a person has.

The search engines want to figure out what set of SERPs can provide the best result for users, and the existence of these interactive relationships is a strong leading indicator of a satisfactory result.

2.  Because it is no accident that the word “author” is a subset of the word “authority”

People who write presumably know something. At least they think they do. If they don’t the web will clearly send signals that their stuff stinks. At the very least, the people who have something valuable to say are going to draw a lot of extra attention.

3.  Because there is a ton of great data for measurement

Google has access to a lot of information on each author with a profile. Here are the most obvious ones:

  • Comments on the posts
  • Shares of the post
  • Tweets the post receives
  • +1s the post receives
  • Likes the post gets

Google could measure the authority of the people taking these actions as well. Have your article shared by a bunch of known authorities in your space? Great stuff!

These are the simple signals. There are more sophisticated signals they can look at as well. We already know that Google is tracking how long people spend on your site and having that impact your authorship results is something I discuss in point 6 of my recent post at Search Engine Watch: SEO Revelations for 2013.

4.  Because an author will show their stripes

You may have a small-ish blog that you are trying to build up. Think about the implications to Google if you manage to get yourself a guest posting gig on a major site, such as the New York Times or the Huffington Post. Think that might convey some authority to your blog?

On the other side of the coin, think about what happens if you write a few articles on very high quality sites, Google then shows your blog more highly in the results, you get lots of traffic, and no one interacts with it.

That would be an uh-oh.

The music world is filled with one hit wonders, and so it is with writers. The most authoritative writers keep delivering time after time. Not everything has to be a hit, no one does that, but repeat hits over time would be a great thing.

5.  Because you can see Google investing heavily in it

As I showed above, basic markup showing your picture next to your articles is a great thing. A quick search on rel author CTR shows articles claiming an increase in the CTR (click through rate) on their articles ranging from 30% to 484%!

Part of Google’s investment in the concept has them looking to track authorship even if you don’t use rel=author tagging.

Here is an example of where they found my author name on a page and attributed an article to me.

bad-authorship-SERP

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The irony of this is that the post has rel=author markup on it, attributing it to Stephan Spencer. However, Google saw my name further down in the attribution for the article, and used that to decide that I wrote the post.

Google has since fixed this problem, so the article now shows the article properly tagged:

corrected-authorship-SERP

 

 

 

 

 

 

 

 

 

 

Even though they fixed it, the point is that they are looking to determine authorship of content with or without the markup.

6.  Because Matt Cutts already hinted it will

Not with me on this yet? Let’s see what Matt Cutts said in October:

“…over time, as we start to learn more about who the high quality authors are, you could imagine that starting to affect rankings.”

Note the focus on rankings benefits for “high quality authors”. The main trick that Google will have to come up with is a way to adjust for the fact that many people who are high quality authors will not use the rel=author markup.

They also can’t give you a bonus simply because you use the markup. If you use it, and you write crap, I would bet that it will hurt you. And, as I noted above, I believe that they will continue to try and determine authorship with or without the markup in place.


3 take aways for SEO content marketers

I don’t think that authorship will become a dominant signal, but I do see it bringing significant benefits to those who have a strong trail of articles and posts that are well received on the web.

If you are considering content marketing as part of your promotional mix, make sure you do three things:

1. Strive for the highest possible quality content. Make sure you track and measure user interaction to help you see what works and what doesn’t, and adjust your content plan accordingly.

2. Post great stuff on your site, and find other very high quality sites for posting your articles as well.

3. Use proper rel=author markup to make it easier for Google to know where your content is showing up!

As a bonus, consider getting high authority authors to contribute content to your site too. That association with you would help as well!

 

About the Author ~ Eric Enge 

Eric Enge is the CEO and founder of Stone Temple Consulting. Eric publishes regular columns at Search Engine Watch, Search Engine Land, and the Stone Temple blog. Eric is also co-author of “The Art of SEO” along with Stephan Spencer, Rand Fishkin, and Jessie Stricchiola.

You can follow Eric on Twitter and Google+.

 

photo thanks to 85photo

Want to become an authority in SEO copywriting? Check into the SEO Copywriting Certification training, now 20% off thru Feb. 20th! Use coupon code UPDATE.

 

 

The Trouble with “SEO Copywriting”

Guest Author, Eric Enge

The trouble with the term “SEO Copywriting” is that so many people misinterpret what it means.  A large number of people associate the term SEO with a mindset that involves manipulation and trickery, and they bring this faulty mindset to copywriting as well.  Worse still is that many believe that this manipulative behavior is a victimless crime – after all we are only tricking big corporate America (Google and Microsoft) into giving us search traffic they would not otherwise intend to give us.

But there are in fact real victims.  People who come to search engines and click on links to sites that have managed to rank well in spite of poorly written copy are victims. And, in the long run, the publishers who fall into this trap are victims as well.  Even if their bad content helps them rank in the short term there is no long-term future for their business. Visitors to their site see no value, and eventually the search engine algorithms catch up to them and take their traffic away.  When this happens they are left with nothing and have to start over again.

So what are the most common problems that come up when you have the wrong mindset? Here are the two biggest ones:

1. Content written mostly for search engines The search engine must never be the primary target of your article. This is a slippery path on a mine-filled hillside.  With search engine algorithm changes like Panda, the search engines are getting better at measuring content quality and user engagement.  I would argue that the strength of your brand is also a ranking factor today. Bad content hurts a brand while quality content helps build it.

In addition, no writer can serve two masters equally well.  The target audience for your writing must come first.  Write something outstanding that reflects well on your brand.  Something that helps convert visitors into customers.  Something that you can be proud of. This is the content that the search engines want to find and deliver traffic to.

2. Content over-filled with keywords Once writers learn that keywords are important for search engines there is the danger that they lose focus on the user.  Consider the following example:

“Looking for left handed golf clubs? You have come to the right place. Our left handed golf clubs help you take your game up a notch. Left handed golf clubs you will find on this site are made by Ping, Callaway, and TaylorMade. Who else would you want to buy left handed golf clubs from?”

Don’t you almost feel soiled reading it?  Clearly it is completely unnatural looking and it just does not seem well written.  As a user this type of writing is a complete turnoff. Can you imagine talking to someone at a party that kept repeating the main point they are trying to make in a conversation in every sentence like this?

There are two major problems with this sample text.  One is the excessive use of the main keyword.  The other is the complete lack of use of any synonyms.  While we don’t actually know what factors are used in Google’s Panda algorithm today, both keyword stuffing and a lack of synonyms could easily be signals that indicate poor quality content.

Consider instead using variants of the phrase, such as “left handed golf club.” “clubs” or “club.” In addition, focus instead on pitching your value proposition, such as we see in this sample text:

“We offer left handed golf clubs from Ping, Callaway, and TaylorMade. Our clubs are backed by the strongest support team in the industry. If you have any concerns with the club you purchase just return it and we will refund the full price, no questions asked.”

In this version the copy focuses more on the key selling point of superior service, not on keyword stuffing.  You also see other variants of the key phrase being used in a way that closely approximates the way that people normally communicate.  Much better!

Summary

SEO Copywriting is dead. Long live SEO Copywriting! Master the art of producing content for users.  Content which is designed for readability, and that quickly gets to the key benefit the user might be looking for when they come to your site.  Move the reader towards your ultimate goal.

And finally, create copy that is SEO aware (because it is presented in search engine crawler visible text) and that uses terminology that keyword research tools tell you are used by prospects that are searching for products like yours. Not keyword stuffed, but selected to match up with the topics of interests of your prospective customers.

Eric Enge is the President of Stone Temple Consulting, a 20+ person Internet marketing consulting firm with offices in Boston and Northern California. A self-described “crusty old veteran” with 30 years working experience in technology and the Internet, Eric writes for Search Engine Land’s Industrial Strength Column, and is a contributing expert to the Search Engine Watch SEO Column.

Eric is the author of the SEOmoz Link-Building Pro Guide, and co-author of The Art of SEO, published by O’Reilly Media.