Google's authorship program allows writers to connect their online identities to their content, helping Google identify quality writers and prioritize their content. Setting up authorship involves creating a Google+ profile and linking it to articles using rel=author markup. While the implementation details vary, establishing this connection can boost search rankings and visibility by giving content a verified author and face.

1. GOOGLE WANTS your
1
QUALITY
HOW TO TAKE ADVANTAGE
CONTENT!
AND GET NOTICED
FINCON12, Denver, Colorado, September 8, 2012
A look at the ins and outs of Google’s authorship program
and why you should care about it.
www.investinganswers.com

2. Who am I?
Aspiring author. Veteran journalist, now VP of
Content with InvestingAnswers.com. Evangelist for
the Writer's League of Texas. Snarky sports fan.
Proud Austinite.

3. 3
I’m
ALSO…
DAD
More info: www.oursite.com

4. WE WANT TO BE NOTICED
4
• Unlike my son, we want to people to notice.
– More readers
– More page views
– More ad clicks
– More money
• That’s where Google authorship comes in

5. What is authorship?
5
For writers: A way to connect your identity to your
content on the Internet and get noticed.
For Google: A way to identify the best content from
the best writers and make sure it gets noticed.

6. HOW does it look?
6
6

7. GIVING THE WEB A FACE
7
“The main thing that we are
trying to address is the
faceless nature of the web.”
- Google’s Sagar Kamdar
in an interview with StoneTemple.com

8. not just about looks
8
• Images draw eyeballs – and clicks
• Byline links gives air of credibility
• “More by” links mean exposure for older stories by
author

9. 9
GOOD FOR SEO
Quality Authors
Still
evolving,
but here’s Higher Author Rank
where
things are Higher Page Rank
headed…
Higher Overall Search Rank

10. Good for you, too
10
• Again, still evolving, but:
– Writing for reputable sites makes you more reputable
– Reputable writers make sites more reputable
• Can also help separate you from copycats, thieves

11. 11
How does it work?
With a lot of help
from Google Plus

12. ESTABLISHING IDENTITY
12
• Connecting stories to profile pages
– Author establishes link between themselves and
their article via their Google+ profile
– Google confirms author’s identity
– Google says, “He’s legit”
– Google adds picture & links to search results
(though it can be sporadic)

13. The real reason?
13
• Helping Google+ in battle vs Facebook, some say
– Fledgling social media tool struggling
– Google creates way to integrate G+ into SEO
– People now have great incentive to join G+, which
they’d otherwise dismiss

14. 14
Whatever the reason,
the reality is this:
This matters to Google,
and it should matter to
you
(whether you like it or
not)

15. 15 Start with great
content
• Google is focused on quality content
• Quality content gets ranked higher, others suffer:
– Shallow or sloppy content
– Stolen or plagiarized content
• But you’re probably already writing strong content

16. 16 Get a Google Plus
profile
• Profile should include:
– Name (matches bylines)
– Headshot (No logos)
– A short bio
– Links to sites you write for
(in “Contributor to” section)
– Your +1s

17. MAKING THE CONNECTION
17
• There are three main options:
– Just an email address
– The Google two-step
– The triple play

18. 1. Just YOUR EMAIL
18

19. “Contributor to” link

20. REMEMBER THIS…
20
• Email address must match site URL
• Byline name must match G+ profile name
• When verified:
– Email appears in “Work” part of G+ profile
– Link appears in “Contributor to” part of G+ profile

21. 21 2. The Google two-
step
Article
Article
page
page “Rel=author”
Website Google+
Google+
profile
home profile
page
page page
“Contributor”

22. REL=“WHAT?”
22
• Plus.google.com/1111111111111?rel=author
• <A HREF=“Plus.google.com/1111111111111”
rel=“author”>By Christian Hudspeth</A>
• Place in the byline or a tagline

23. CHECKING YOUR WORK
23
• Google.com/webmasters/tools/richsnippets
• Shows if you’re verified as an author
• Can be inconsistent
• Links to more info available after presentation

24. REMEMBER THIS…
24
• Must create the loop between site and G+
– Links from site to G+
– Link back from G+ to site
• Byline name must match G+ profile name
• Use rich snippets tool to test coding

25. 3. The triple play
25
Article
Article
page
page “Rel=author”
“Rel=me”
Google+ Author
Rel=“me”
profile bio page
page “Contributor”

26. Author bio page
26

27. ME, ME, ME
27
• Coded same way as rel=author
• Plus.google.com/1111111111111?rel=me
• <A HREF=“Plus.google.com/1111111111111”
rel=“me”>G+ ICON GOES HERE</A>

28. REMEMBER THIS…
28
• Must create the loop between site and G+
• Byline name must match G+ profile name
• Using G+ logo for link is good idea
• Use rich snippets tool to test coding

29. Which should you use?
29
Google says,
“They’re equal.
Just use the easiest one”

30. Which is the easiest?
30
• 1- or 2-person blog: Use email method
– Two-step would work, too; triple play = overkill
• More complex sites: Use the triple play
– Email method or 2-step could work, too

31. MAKING IT HAPPEN
31
• All methods have their quirks
• Wordpress has many widgets and
add-ons to help with implementation
• Recommendations available after presentation

32. IN CONCLUSION…
32
• Good for both you and your site
– Improved visibility
– Improved credibility
– Improved search ranking, eventually
• Don’t have to be an SEO or coding expert

33. Want more?
33
Helpful links, implementation documentation,
information on blog plug-ins
and more available at:
FinancialBloggerConference.com

34. ANY
34
QUESTIONS?

35. I SINCERELY
35
THANK YOU!
Matt Schulz
InvestingAnswers.com
Matt@investinganswers.com
@matthewschulz