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Building Authority and Audience
with WordPress and Google Authorship
Michael McCallister
Michael McCallister, WordCamp Milwaukee 2013
Who am I?
• Co-Author, WordPress in Depth, with Bud Smith (QUE, 2010-11)
• Notes from the Metaverse (metaverse.wordpress com)
• Senior Document Architect, PKWARE
• President, Wisconsin Society for Technical Communication (www.stc-wi.org)
© Michael McCallister WordCamp Milwaukee 2013
Ask questions any time!
Michael McCallister, WordCamp Milwaukee 2013
Google’s Early Days
We can give you the best
possible answer to your
query – every time!
Feeling Lucky?
Michael McCallister, WordCamp Milwaukee 2013
Confidence
Crowdsource for High Quality Content
– It’s all about inbound links!
Michael McCallister, WordCamp Milwaukee 2013
Problems with Inbound Links
• Link Exchanges
• Sites created only to link to other sites
• Comment Spam! (Thank you Akismet!!)
• Endless arms race
Michael McCallister, WordCamp Milwaukee 2013
Google After Panda
What is Google up to now?
Michael McCallister, WordCamp Milwaukee 2013
Authority
Michael McCallister, WordCamp Milwaukee 2013
“
”
We’re moving to a richer, more annotated Web. Away
from keywords, from strings to things.
Matt Cutts, Google Search Quality, 6/5/2013
http://www.youtube.com/watch?v=3QlY8ba0jYI&feature=youtu.be
Michael McCallister, WordCamp Milwaukee 2013
“
”
Choosing anonymity is choosing irrelevance
Eric Schmidt, Google CEO in The New Digital Age
Michael McCallister, WordCamp Milwaukee 2013
Anonymity Begone!
Google Search Results for “freelance directory” June 2013
Michael McCallister, WordCamp Milwaukee 2013
Michael McCallister, WordCamp Milwaukee 2013
So how do I get that?
Well, it’s complicated
Michael McCallister, WordCamp Milwaukee 2013
Create a Google+
Profile
1. Add a photo
Head Shot: Straight Ahead
Michael McCallister, WordCamp Milwaukee 2013
Create a Google+
Profile
2. Add “Contributor to”
Links
Any site you write for!
Michael McCallister, WordCamp Milwaukee 2013
Copy the URL of your profile page:
https://plus.google.com/<reallylongsetofdigits>
Michael McCallister, WordCamp Milwaukee 2013
Set Up Your WordPress Site
This may be too much name-checking.
Make sure your articles have a
byline, though!
Michael McCallister, WordCamp Milwaukee 2013
About Page
There’s that photo again
Michael McCallister, WordCamp Milwaukee 2013
Get a Google Authorship Plugin
• Several out there: I use “Google+ Author Information in Search Results”
from WP-Buddy
• If you use this, go to Settings>Google+ Author Free to get the rest of the
steps.
Michael McCallister, WordCamp Milwaukee 2013
Paste Google+ Profile URL
in WP User Profile
Michael McCallister, WordCamp Milwaukee 2013
Google Structured Data Tools
http://www.google.com/webmasters/tools/richsnippets
Michael McCallister, WordCamp Milwaukee 2013
Did it Work?
Michael McCallister, WordCamp Milwaukee 2013
Michael McCallister, WordCamp Milwaukee 2013
Michael McCallister, WordCamp Milwaukee 2013
Resources
• Google Authorship page: https://plus.google.com/u/0/authorship
• Author Information in Search Results:
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=140
8986&expand=option2
• Structured Data Testing Tool:
http://www.google.com/webmasters/tools/richsnippets
• Google Authorship & Author Rank G+ Community:
https://plus.google.com/u/0/communities/104474428845467390263
Michael McCallister, WordCamp Milwaukee 2013
Want Some Setup Help?
• I’ll be in the Happiness Bar upstairs for the next hour
• Write me at Michael@michaelmccallister.com
• Visit me at www.michaelmccallister.com
Michael McCallister, WordCamp Milwaukee 2013
Questions?
Have a great WordCamp!
Michael McCallister, WordCamp Milwaukee 2013

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Building authority and audience with WordPress and Google Authorship

  • 1. Building Authority and Audience with WordPress and Google Authorship Michael McCallister Michael McCallister, WordCamp Milwaukee 2013
  • 2. Who am I? • Co-Author, WordPress in Depth, with Bud Smith (QUE, 2010-11) • Notes from the Metaverse (metaverse.wordpress com) • Senior Document Architect, PKWARE • President, Wisconsin Society for Technical Communication (www.stc-wi.org) © Michael McCallister WordCamp Milwaukee 2013
  • 3.
  • 4. Ask questions any time! Michael McCallister, WordCamp Milwaukee 2013
  • 5. Google’s Early Days We can give you the best possible answer to your query – every time! Feeling Lucky? Michael McCallister, WordCamp Milwaukee 2013
  • 6. Confidence Crowdsource for High Quality Content – It’s all about inbound links! Michael McCallister, WordCamp Milwaukee 2013
  • 7. Problems with Inbound Links • Link Exchanges • Sites created only to link to other sites • Comment Spam! (Thank you Akismet!!) • Endless arms race Michael McCallister, WordCamp Milwaukee 2013
  • 8. Google After Panda What is Google up to now? Michael McCallister, WordCamp Milwaukee 2013
  • 10. “ ” We’re moving to a richer, more annotated Web. Away from keywords, from strings to things. Matt Cutts, Google Search Quality, 6/5/2013 http://www.youtube.com/watch?v=3QlY8ba0jYI&feature=youtu.be Michael McCallister, WordCamp Milwaukee 2013
  • 11. “ ” Choosing anonymity is choosing irrelevance Eric Schmidt, Google CEO in The New Digital Age Michael McCallister, WordCamp Milwaukee 2013
  • 12. Anonymity Begone! Google Search Results for “freelance directory” June 2013 Michael McCallister, WordCamp Milwaukee 2013
  • 14. So how do I get that? Well, it’s complicated Michael McCallister, WordCamp Milwaukee 2013
  • 15. Create a Google+ Profile 1. Add a photo Head Shot: Straight Ahead Michael McCallister, WordCamp Milwaukee 2013
  • 16. Create a Google+ Profile 2. Add “Contributor to” Links Any site you write for! Michael McCallister, WordCamp Milwaukee 2013
  • 17. Copy the URL of your profile page: https://plus.google.com/<reallylongsetofdigits> Michael McCallister, WordCamp Milwaukee 2013
  • 18. Set Up Your WordPress Site This may be too much name-checking. Make sure your articles have a byline, though! Michael McCallister, WordCamp Milwaukee 2013
  • 19. About Page There’s that photo again Michael McCallister, WordCamp Milwaukee 2013
  • 20. Get a Google Authorship Plugin • Several out there: I use “Google+ Author Information in Search Results” from WP-Buddy • If you use this, go to Settings>Google+ Author Free to get the rest of the steps. Michael McCallister, WordCamp Milwaukee 2013
  • 21. Paste Google+ Profile URL in WP User Profile Michael McCallister, WordCamp Milwaukee 2013
  • 22. Google Structured Data Tools http://www.google.com/webmasters/tools/richsnippets Michael McCallister, WordCamp Milwaukee 2013
  • 23. Did it Work? Michael McCallister, WordCamp Milwaukee 2013
  • 26. Resources • Google Authorship page: https://plus.google.com/u/0/authorship • Author Information in Search Results: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=140 8986&expand=option2 • Structured Data Testing Tool: http://www.google.com/webmasters/tools/richsnippets • Google Authorship & Author Rank G+ Community: https://plus.google.com/u/0/communities/104474428845467390263 Michael McCallister, WordCamp Milwaukee 2013
  • 27. Want Some Setup Help? • I’ll be in the Happiness Bar upstairs for the next hour • Write me at Michael@michaelmccallister.com • Visit me at www.michaelmccallister.com Michael McCallister, WordCamp Milwaukee 2013
  • 28. Questions? Have a great WordCamp! Michael McCallister, WordCamp Milwaukee 2013

Hinweis der Redaktion

  1. Coming in May 2014! Unofficial title: “Social Media for Writers.” Cover creating a central homebase on the web w/WordPress. Connecting to Twitter, LinkedIn, Facebook, Google+ and several other things. Good for anyone who wants to be published (or already is)
  2. A little bit confidence, a little bit arrogance
  3. If people link to it, the page must be good, interesting and valuable, no?Keywords and metadata too. Site owners tell spiders what it’s about.
  4. It all starts so innocently: “Hey, I love your page/blog. Here’s my page—could you link to it?”
  5. If crowdsourcing by itself doesn’t work, what does?
  6. Let’s look at what Google officials have been saying of late
  7. Matt Cutts answers questions from webmasters on YouTube. Here’s what he said recently when asked about Authorship.
  8. And here’s what the boss said in his new book. Remember how mom used to tell you that if you’re going to get your picture in the paper, let it be for a good thing. Pictures, you say?
  9. Have you seen this? This is a search I did for freelance directory last week. Now I wanted to click on those results with the photos, even though they weren’t at the very top. You too, huh?
  10. Oh, and look at that, he’s got a following too!
  11. For the rest of the presentation, we’ll show you how to get that. It all starts at Google+
  12. Not reviewing Google account setup, but once you have one, go to plus.google.com (or click +Name on black bar). They’ll ask for a profile photo. Critical to have a head shot for Authorship
  13. Other piece of the profile to fill out: Site(s) you contribute to: That is, your WordPress blog/site!
  14. Top of the browser. All those numbers are your unique identity. You may want to put this in a text file for easy access. But we’re done with Google+ for now. Time to go to your site!
  15. Now go to your site. Here’s mine. It needs a redesign; my summer project. One thing you can say about it, though: You’ll know what my name is! What you want to learn here (on the front page) is that every post should have a byline. You can’t see this here, but mine does.
  16. Whatever kind of site you build, you need to have an about page. Important for Authorship too. There’s my photo again-it’s the same one I used on G+. You don’t necessarily need to use the same one, but the straight-on hed shot is critical. Done looking at the content; off to the admin page.
  17. Need a plugin. I’m told Yoast and some of the other SEO plugins are doing this now, but I’m dense sometimes. I looked for a Google Author plugin, and this one has been working for me.
  18. Once installed, the Google+ Author Information plugin adds a setting in your User profile. It looks like this. Paste the G+ URL with all the numbers here. The plugin adds some code to every page on your site, called [rel=author] and adds your code. You have now set up Google Authorship. Time to test. Off to yet another site
  19. TO test whether Google knows who you are now, you go to the Webmaster area of Google to the Structured Data Tools page, sometimes you’ll hear the Rich Snippets site. Type in the URL for your site, and click the big red buton. Here’s what comes up.
  20. Oh goody! It worked! This is the Google+ picture, by the way. There’s some more info on this page.
  21. This part tells you for sure that Authorship is working. Just below this is a way to get it working via email. You can skip over this, and look down to…
  22. This section. Remember I told you about rel=author? Here is kinda what it looks like on the page. And we’re done!