You’re building great content, but can anyone find it? Search engines today are very interested in the relationships between entities that create, share and consume content. Learn some tips to make your stuff stand out in search and social media.

1. SEO and Google Authorship
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Ruth Burr
Inbound Marketing Lead
Moz.com
@ruthburr

2. In Days of Yore…
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@ruthburr
Image Source

3. In Days of Yore…
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@ruthburr

4. Up Until a Few Years Ago…
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@ruthburr

5. Google Saw the Web (More or Less) Like This*:
Website
(topic)
Website
(topic)
Content
(keyword 3)
Content
(keyword 1)
Product
(keyword 2)
Image
(keyword 1)
*Gross oversimplification.
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@ruthburr
Product
(keyword 3)
Image
(keyword 1)

6. Now it’s more like this*:
Content
Wrote
Employee
Also Wrote
Content
Website
Website
Business
Product
Thing
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@ruthburr
Location
Map
Social
Media
Friends

7. The Knowledge Graph
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@ruthburr

8. The Knowledge Graph
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@ruthburr

9. Rich Snippets
Personalized
Authorship
News
Video
Review
Full list of Google-supported rich snippet types:
http://bit.ly/17iHVTH
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@ruthburr

10. Schema.org
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@ruthburr

11. Finding the Right Schema for You
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@ruthburr

12. Use Examples and Templates
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@ruthburr

13. No Invisible Markup! (That’s Cloaking)
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@ruthburr
Image Source

14. Check in Google Webmaster Tools
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@ruthburr

15. Avoid the Data Highlighter
NO.
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@ruthburr

16. Structured Data Testing Tool
http://bit.ly/18lHYcD
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@ruthburr

17. Authorship
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@ruthburr

18. Entity Search
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@ruthburr

19. Why Authorship?
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@ruthburr

20. Author Markup: What You’ll Need
• A Google Plus Account
– With a clear picture of your face
NOT
• Some content that you created
– As yourself
– On a page by itself
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@ruthburr

21. 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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22. The 3-Link Method
2.) Link with rel=“me” from your profile page
on-site to your Google+ profile:
<a
href=“https://plus.google.com/111294201325870406
922” rel=“me”>Rand Fishkin on Google+</a>
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@ruthburr

23. The 3-Link Method
3.) Add the site under “Contributor To” in your
Google+ Profile
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@ruthburr

24. The 2-Link Method
1. Add the site under “Contributor to:”
2. Link from your byline directly to your
Google+ profile using rel=“author”
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@ruthburr

25. 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?
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@ruthburr

26. 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.
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@ruthburr

27. Thanks everybody!
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