SEO and Google Authorship - Confluence Con 2013

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SEO and Google Authorship

Ruth Burr

Inbound Marketing Lead

Moz.com

@ruthburr

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In Days of Yore…

Image Source@ruthburr

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In Days of Yore…

@ruthburr

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Up Until a Few Years Ago…

@ruthburr

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Website(topic)

Content(keyword 3)

Product(keyword 3)

Image(keyword 1)

Google Saw the Web (More or Less) Like This*:

*Gross oversimplification.

Website(topic)

Content(keyword 1)

Product(keyword 2)

Image(keyword 1)

Link

@ruthburr

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Now it’s more like this*:

Website Business

Location

Map

EmployeeContent

Social Media

Friends

WroteContent

Also Wrote

Website

Link

Frie

nds

Product

Thing

@ruthburr

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The Knowledge Graph

@ruthburr

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The Knowledge Graph

@ruthburr

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Rich Snippets

Personalized

Authorship

News

Video

Review

Full list of Google-supported rich snippet types: http://bit.ly/17iHVTH

@ruthburr

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Schema.org

@ruthburr

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Finding the Right Schema for You

@ruthburr

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Use Examples and Templates

@ruthburr

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No Invisible Markup! (That’s Cloaking)

Image Source@ruthburr

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Check in Google Webmaster Tools

@ruthburr

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Avoid the Data Highlighter

NO.@ruthburr

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Structured Data Testing Tool

http://bit.ly/18lHYcD

@ruthburr

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Authorship

@ruthburr

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Entity Search

@ruthburr

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Why Authorship?

@ruthburr

RESPECT MY AUTHORITAH

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Author Markup: What You’ll Need

• A Google Plus Account– With a clear picture of your face

• Some content that you created– As yourself– On a page by itself

@ruthburr

NOT

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The 3-Link Method

1.) Link with rel=“author” to your profile page on-site:

<a href=http://moz.com/community/users/63” rel=“author”>Rand Fishkin</a>

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The 3-Link Method

2.) Link with rel=“me” from your profile page on-site to your Google+ profile:

@ruthburr

<a href=“https://plus.google.com/111294201325870406922”

rel=“me”>Rand Fishkin on Google+</a>

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The 3-Link Method

@ruthburr

3.) Add the site under “Contributor To” in your Google+ Profile

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The 2-Link Method

1. Add the site under “Contributor to:”

2. Link from your byline directly to your Google+ profile using rel=“author”

@ruthburr

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Email Verification Method

1. Got an email address with the site’s domain? Add a link to the email from your byline.

2. Add the email address to your Google+ profile.

This is not something I would recommend doing if you can do the other two.

Because really, how many email addresses do you have?

@ruthburr

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Final Tips

• Make sure your byline says “by (your name)”

• First name + last name• Make sure it doesn’t say “by” anywhere

else on the page (edited by, etc)• Just because it works in the validator

doesn’t mean it will work in real life.

@ruthburr

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Thanks everybody!