Get Ready For AuthorRank: Set Up Your Google Author Identity

Google AuthorRank is going to become a deciding factor in search engine optimization, as well as personal branding. As we’ve discussed recently, Google seems to be setting itself up to use AuthorRank as a ranking factor, although no one is sure when that will happen. (A couple people I’ve talked to think they already have).

Erik Deckers' AuthorRank

This is the Google Author rich snippet. It tells Google that this collection of letters is “an author,” so it can act accordingly

How do you set up for AuthorRank? Do you have to do anything special? Or is it all done for you?

First, you don’t actually need to do anything for AuthorRank. That’s the name of the signal Google is using, like PageRank. It’s their assessment for your page, or your name. And they’ll most likely keep the actual ranking number a secret.

While you can’t set up your AuthorRank, what you can do is start using the rel=”author” tag in your blog posts so when they launch the algorithm, you’ll be ready.

Here’s what you need to do:

1. Set Up Your Google+ Account

Go to plus.google.com, and log in with your Gmail account. If you’re not using Gmail, you should be.

(If you’re setting up your Gmail for the first time, just remember this is going to be your identity and your legacy email that goes with you wherever you go, even if you move across the country and change cable systems (i.e. and lose your cable-provided email address). So don’t pick something stupid like HotCougar68 as your Gmail address. You’ll kick yourself if you ever have to use your Gmail in a professional manner.)

2. Fill Out Your Google+ Profile

This means filling out everything — past workplaces, education. Everything. Anything that Google could find and associate you with elsewhere.

Your photo needs to be a real photo, not you with a friend, your dog, your kid, or even you as a kid. Remember, this is the photo that will be shown when your name appears in a Google search. So a backlit photo of you standing on the beach at sunset from 200 yards away is not a good idea.

Add your other social network profiles too. Keep in mind that these are public, and anyone who’s looking at them can find you through your Google+ profile. So if you have a secret personal account you don’t want anyone to know about, don’t include it. Otherwise, include as much as you can.

Google+ Contributor Screenshot

The “Contributor To” box: List every place you provide content for, even if you only do it once in a while.

3. Fill Out the “Contributor To” Section With All Blogs

This is where you tell Google where your work can be found. Your blog(s), your website, anywhere your written content appears. Even if you wrote a guest post for a blog a year or two ago, include it.

4. Include Any Email Addresses Associated With Your “Contributor To” Links

This will help Google+ verify that you really are the author of the pieces you listed on the actual blog. For example, this particular blog post is published on the problogservice.com blog. In order to get Google to recognize that I’m the author, I had to include my problogservice.com email address.

5. Update Your Blog’s Bio With Your rel=”author” Tag

First, copy the URL of your Google+ profile. It may include the word “posts” or “about” at the end. I recommend leaving the word “about,” because that takes people directly to your Google+ profile. The “posts” at the end takes them to your timeline.

You’ll end up with something like this:

https://plus.google.com/u/0/105373352538863833629/about

You can go to Bitly.com to shorten your Google+ URL. That way, you can track whether it got clicked on. And you can even customize it so you know it, and can type it from memory (mine is bit.ly/erik-plus, because I’m a bit of an egotist).

Next, go into your blog’s bio and add the following code:

<a href=”Your Google+ URL” rel=”author”>Your Name</a>

When you’re done, it will look like this:

You just told Google, “I wrote this! And to prove it, I can be found at this Google+ profile.”

Google will then go check, see that you listed this particular blog in your “Contributor To” section, and say “VOILA! We have an Author!” And the circle will be complete.

Then when that particular post shows up in a Google search, it will have your name and smiling face right next to it, so everyone knows it’s yours.

Erik Deckers' WordPress Bio Screenshot

This is my bio from this very blog. Note the rel=”author” tag. We had to use the AuthorSure plugin to get that to stick.

6. WordPress Users Get the AuthorSure Plugin

One thing I don’t like about the self-hosted WordPress platform is that it strips out the rel=”author” tags from the user bios. It doesn’t matter how many times you try, they remove it every time. So download the AuthorSure plugin to your WordPress blog. This will keep the rel=”author”, rel=”me”, and rel=publisher tags intact, and working properly.

7. What Do Those Other rel Tags Mean?

You should use rel=”me” when your name appears in a blog post or article, but you’re not the author. This is especially useful for speaker bios on someone else’s page. When you submit a bio to be published elsewhere, hyperlink your name to your Google+ profile, and use the rel=”me” tag, so Google recognizes that it’s you, but doesn’t think you wrote that particular page.

The rel=”publisher”, according to Google’s Webmaster Help, “. . . tells Google that the Google+ page represents the publisher of the site, and makes your site eligible for Google Direct Connect.” In other words, it’s useful for companies and brands that are publishing their website. Link the company name to its Google+ page.

Summary

Setting up your Google Author profile does two very important things for you:

1) It tells Google who you are, so if you’ve written something that shows up in a search, your name and picture will be highlighted, and will appear next to the entry. That’s great for personal branding.

2) When people do a search, Google assumes your Google+ friends will want to read your stuff. That means, the bigger your Google+ network, the more people Google can/will show your content to.

Google AuthorRank: A Conundrum for Content Marketers Who Don’t Do Bylines

AuthorRank, Google’s possible new search signal, can have some serious implications for a brand’s content marketing efforts.

And it’s going to create a problem for content managers who don’t believe in publishing author bylines in their websites. Or the ones who don’t want to publish the entire bio at the bottom of a blog post. Those “we succeed or fail as a team; no one is more special than the other” types who learned everything about management from Little League baseball.

If you stick to your guns of never granting bylines, your website’s rankings may suffer. But if you let writers have their credit, you could see big improvements to the posts written by your best writers, because their own AuthorRank will give you a boost.

We’re not sure exactly how AuthorRank will be evaluated, or even when it will be implemented. But according to Eric Schmidt, CEO of Google, there are people who do really, really evil and wrong things on the Internet, and it would be useful if we had strong identity so we could weed them out.

Conversely, what Schmidt didn’t say, is that if you can weed out the really, really evil and wrong people, you’ll also need to identify which people are as far away from “evil and wrong” as you can get. The farther those people are, the better their content.

And assuming you’ve hired people who way down on the other end of the “evil and wrong” spectrum, your site should get credit for it.

That’s not to say that if you don’t give them credit, your site is evil and wrong. Rather, it’s just one more positive tool that you should be able to take advantage of and use to your benefit.

It means you should let your writers have a byline and link it to their Google+ profile. It means you should encourage them to write about their own not-evil-and-wrong hobbies as much as they want. Let them improve their AuthorRank as much as they can.

It Also Means You Shouldn’t Delete the Work of People Who Leave

There are companies that will delete the blog posts and work of people who have left their company, as if they don’t want to admit those people ever darkened their door.

This may end up being a big mistake for the the former employer.

Think of it this way: At one point, you thought enough of this person to hire them. At one point, you thought they did some excellent work and were really smart, and you wanted to show them off to your clients and visitors, and to gain all kinds of competitive advantages by harnessing their intelligence.

So you published their blog posts under their name, with their bio proudly displayed for everyone to see.

And, if you were forward thinking, you even used the rel=author tag in their bio to help your own SEO efforts.

So why would you undo that once they left the company?

Presumably, they’re going to work for someone else who thinks they’re smart and do excellent work. And they’re going to want to publish that employee’s work on their own site too.

In fact, the more they write and publish, the higher their AuthorRank could rise. And everything they wrote will get some positive Google juice.

Including the stuff on your own website.

Except you deleted it all.

Who knows, this may all lead to a more interesting problem: a wildly popular employee with a stratospheric AuthorRank who decides they don’t want to be associated with your company at all, and demands you remove all of their work.

Don’t laugh, it could happen.

Google AuthorRank: When Personal Branding and Content Marketing Collide

The new AuthorRank search signal from Google (which has not been implemented yet), is an interesting collision between personal branding and content marketing.

As I noted in an article last week, SEOMoz writer, Mike Arnesen, said:

People want to read content written by credible and knowledgeable people and using AuthorRank as a major part of their search algorithm just makes sense.

It’s like Klout for writers.

Erik Deckers AuthorRankAuthorRank is an interesting combination of personal branding and content marketing. Where Klout measures your social media influence, AuthorRank will measure your ability to generate a lot of effective and trustworthy content.

As content marketers, we already create that kind of content. It’s good for our clients and our own businesses. Good content marketing gets our companies noticed, which helps them make money.

But now, the writers of those pieces are going to be tied to the quality of that content as well. It means we have to write good copy, and those who don’t, will rank poorly. It means you can’t lend your name and your website to outside paid links. It means you can’t slack off on the writing, but that you have to feed the Google Beast on a regular basis.

In Branding Yourself, Kyle Lacy and I talked about the importance of blogging as it relates to growing your personal brand. This new move by Google represents a merging of personal branding and content marketing.

AuthorRank = AuthorReputation

It means that being a good writer, or at least a passable one, affects more than just your personal brand. In some ways, you can be a good writer and be totally anonymous. But now Google can figure out that you’re a good writer, and you’re someone whose work should appear in their search results.

The best way to improve your AuthorRank? First, make sure you write good stuff, and don’t do any keyword stuffing. Also, don’t put a bunch of ads on your blog or website. That chips away at your page’s TrustRank, which will in turn affect your AuthorRank.

It also means that you need to protect your AuthorReputation (I just made that up). You wouldn’t publish photos of you doing keg stands on Facebook for every hiring manager to see. You also shouldn’t publish articles on low-trust article sites or sites that have run afoul of Google Penguin’s algorithm updates.

It means you need to add one more social network, Google+, to your arsenal and learn how to use it effectively. It means you need to continue to be a good sharer of other people’s work on all of your social networks, so they’re more willing to share yours (remember, Google is also looking at social signals as part of search, which means they’ll probably be looking at your social signals as part of your AuthorRank).

Google’s AuthorRank to be a Major Factor in SEO

Content is no longer king, the author is the king (or queen).

Google is starting to pay attention to their new SEO factor, AuthorRank. According to an article by Mike Arnesen, How to Prepare for AuthorRank and Get the Jump on Google, AuthorRank is the latest in Google’s algorithm change, and it may be bigger than Panda and Penguin in terms of its impact.

In 2011, says Arnesen, Google CEO Eric Schmidt said they still wanted to identify agents in order to improve search quality. Schmidt said “it would be useful if we had strong identity so we could weed (spammers) out.”

But how much of a factor can AuthorRank be?

I’m certain that Google is going to begin incorporating AuthorRank into their ranking algorithm in the not-too-distant future. I’d put good money on it. All the signs point to it: Google’s emphasis on social, Google Authorship, their ongoing efforts to measure site trust, and their progressive devaluation of raw links as a ranking factor. People want to read content written by credible and knowledgeable people and using AuthorRank as a major part of their search algorithm just makes sense.

I won’t go into too many of the details. Read Arnesen’s article instead for that. Instead, this is what the new AuthorRank is going to mean for bloggers and content marketers:

  • The admonition to write good shit is more important than ever. While Google hasn’t said what will go into AuthorRank (and never will), I’m guessing there may be some regular SEO indicators as well — time on site, bounce rate, click-through rate.
  • Don’t spam. Don’t even give the hint of spamming. The whole point of AuthorRank is to find people
  • Want to make sure your page is trustworthy? Go read Evan Baily’s book “Outsmarting Google,” and read about TrustRank. If your page/blog/website is trustworthy, you will be. If you clutter your page up with ads, you won’t be. The book may be outdated now, but TrustRank seems to be the basis that Panda and Penguin are based on. Understand it, and you understand the new SEO.
  • You have to be prolific. You can’t just write one post on occasion and hope that’s enough. To be sure, the once-in-a-while writer will outperform the constant spammer. But if you write once a week, and your competition is writing three, four, or even seven times a week, you’ll lose. Don’t get into an article arms race, but don’t slack off on this either.
  • Using the rel=author or rel=me tag is going to be crucial. If you’re not sure how to use it, read this article. If you don’t have one yet, set up your Google+ profile, and then point all articles you write back to it. Put the code — <a href=”http://bit.ly/xyLk6s” rel=”author”>Erik Deckers</a> — in all your bios and include it in all articles you write. If you have a blog, you can include it in your author profile.
  • Note: If you’re a WordPress user, rel=author doesn’t work, because WordPress keeps stripping it out. Get the AuthorSure plugin and it will work for you.
  • You need to start today. No one knows when AuthorRank is coming yet, which gives you two options: 1) Wait for it to hit, then fight like hell to recover. Or 2) start now and barely notice a blip in your rankings when it hits. In fact, you could end up improving your pages’ rankings if you start now. A lot of people got hit and hurt by Panda and Penguin — I saw an awful lot of “how we recovered from Panda and Penguin” blog posts; on the other hand, we never needed to — the smart ones, the ones who weren’t spamming actually saw their rankings improve the days both algorithms were released. Those rankings increased because they had always been doing the right thing, while a lot of people had to start doing the right thing.
  • Guest posting will increase your AuthorRank. The more you write, the better. But have your writing appear in several different places? That’s like adding bacon to an already awesome sandwich. Guest posts, regular contributions to other websites, and even owning more than one blog on more than one platform will all go a long way in telling Google how to find you.

Personally, I love the idea of AuthorRank. It’s probably one of the best ways to block out spammers and reward the people who are actually trying to make a positive impact with their content. Anyone in the content marketing business needs to focus on their online reputation even more now, and make sure they’re not doing what Google considers spammy behavior.

Get Good Advice from Some of the Great Social Media Minds. Plus Me.

A few months ago, I was interviewed by Michele Price (@ProsperityGal), along with several other social media thinkers, authors, and consultants, on her BBSRadio show. The net result of her efforts is a new digital audio book, #BrainDownload, which launches today, June 19, at 8 am.

Michele interviewed Mari Smith, Simon Mainwaring, Jeffrey Hayzlett, Ann Handley, Carol Roth, Guy Kawasaki, Ric Dragon and many other big names in social media. I somehow managed to fool her into interviewing me too, and she included me in the book.

Michele has used Indiegogo to crowdfund her book so she could bring it to market. She is also offering different perks and benefits for each level of participation by her readers and fans. One of those perks is a second audio book of Michele’s own process of “tapping into your own BrainDownload mindset using meditative and question-based exercises.”

Michele has been an outstanding resource to a lot of people, helping them find their own potential, seeing their own success, and finding ways to tap into their own networks to get what they need. I am more than a little proud and honored to be included in her new BrainDownload book.

Please check it out at the
#BrainDownload site.

How to Help Google Identify Authors of Content on Your Site

Google is changing the web again. This time, they are asking webmasters to begin identifying authors in a way that allows:

  • Google to track who is the author of content
  • Google to track about the author pages (called profiles by Google).
  • Authors to authenticate their profiles (author pages) on multiple websites.

If you are an author, this is fantastic… and if you are a content publisher, it’s even better because Google is now starting to look at who writes, not just the cold math behind an article.

To acknowledge an author, you use the HTML5  rel attribute in a link pointing to an “about the author” page on the same website like this:

Article written by <a rel="author" href="../authors/mikeseidle">Mike Seidle</a>

Because most authors have profile (about the author pages) on multiple websites, Google has a way to link them together. The first step is to put a link to the author’s website on the profile with a rel=”me” attribute like this:

<a rel="me" href="http://mikeseidle.com/about">Read more about Mike</a>

On the page mikeseidle.com/about, we have to insert a recriprocal link back to the above about the author page (profile)  with the rel=”me” attribute:

<a rel="me" href="http://problogservice.com/authors/mikeseidle">How To Help Google Identify Authors of Content on Your Site</a>

Before all you search engine optimization experts get your hair on fire about reciprocal links causing bad things to happen to your page rank, here’s the link on Google’s Webmaster Tools that shows that it is required by Google to do a reciprocal link.

As of the time this post was written, most blogging software does not support the new author tagging features yet, so you’ll either have to write a plug in or embed your own links. I would expect to see support for author and profile tagging to be included in future versions of WordPress soon.