There is a new currency in town for inbound marketers and those interested in Search Engine Optimization. Google Authorship (& Author Rank).
When the search giant launched their social network, Google+, in 2011; most of us didn't know what to make of it. Kevin Rose ditched his blog, and redirected his domain to his Google+ page. Guy Kawasaki wrote a book about it. But did that help clear the blurry trail it was blazing? No.
It wasn't until I started to see little pictures pop up next to articles in search results, that it clicked for me.
Now, we could connect with our audience and build trust right from SERPs (short for Search Engine Results Page).
So where does the picture come from?
Google+, of course. Ahhhhh.... Now I get it.
So, it's a picture. That it?
It is actually much more than that. Next to each entry on SERPs (remember that word) is a link to read more by that author.
For those of you who have practiced guest blogging, this should make you very happy.
Google has now made it possible to connect all your content on the web, no matter where it lives.
This feature is rumored to be a new factor in the search algorythm called AuthorRank. While Google has not officially integrated this into its rankings, the word it that it is coming.
That is not to say that I haven't seen incredible improvements in click-throughs from SERP's, and even an increase in rankings.
How is this possible?
Even though there are not any natural boosts in rankings solely due to Authorship (yet), the presence of my picture next to my entries in search results has increased the number of clicks. It's clickability, something that we all think about when crafting titles and descriptions for our content.
The increase in clicks from SERPs improves my click-through rate, which is part of Google's formula. This has resulted in a natural increase in traffic, and a higher ranking on results pages without AuthorRank coming into play at all yet.
This has resulted in more traffic, leads and sales for my business.
I can only imagine what will happen when this becomes a greater factor. My goal is to keep producing educational and sharable original content. That has always kept me on the right path this far when marketing my inbound markting agency.
Here is a link with instructions on how to implement authorship on your blog.
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