I must pay attention to author rank I must pay attention to author rank I must pay attention to author rank I must pay attention to author rank I must pay attention to author rank

An Essay By Mike McDougall – Head of Search @ Blueclaw @mikeymcdougall

Believe the hype?

Author Rank – All Talk?

• There have been A LOT of grand statements around Author Rank, the perceived influence it will have on the Google algorithm & the way Content is displayed:

• Biggest potential update since Panda & Penguin

• Can’t be ignored by journalists, Content creators & marketers

• Increased CTRs due to addition of Rich Snippet to SERPs • Reverse the effects of Climate Change & refreeze the

Polar Icecaps

POWER TO THE PEOPLE (or authors?)

Algorithm Changes

• Phrases like ‘the people’s algorithm’ have been thrown around

• Potentially not the magic bullet that’s going to revolutionise the SERPs

• As search professionals important we keep an open mind & don’t leap to conclusions or make sweeping generalisations

Content Creators

• Undoubtedly important for bloggers, content creators & search marketers like me!

• Benefit for early adopters to get a head-start & gain traction

• Established top- level Journalists – will they actually care? (probably not)

Open to manipulation?

• As search professionals it’s naïve to think that Author Rank won’t be subject to abuse

• Like link profiles, Author rank Profiles will be open to manipulation

• This won’t be news to Google – but identifying & counteracting are 2 different things

Rich Snippets – Woohoo!

Rich Snippets & Higher CTRs

• Biggest short term influence is potential CTR uplift from rich snippet In Search

• Equals more visits to your blogs & sites & more engagement

Author Rank For Brands

• Risky Business?

• Err on the side of caution

• Development of rel=publisher

• Work with your Bloggers & Influencers to implement

Author Rank – Risky Biz?

• Inherent risks to placing all of your Authorship efforts into an individual & their Google + page – what if they leave?

• Not necessarily a sensible move for a brand unless they already have an internal advocate / owner manager – employees come & go

• Could create a ‘persona’ but not really in the framework that Author Rank was intended – could be considered manipulation

Proceed with Caution • Brands should plan carefully,

assess the risk & & wait for things to develop

• Power is with the authors, not the Brands – how can brands leverage without risk?

• Ensure staff & agencies are educated & updated

• Spread the author rank out between writers!

Rel=publisher

Rel=publisher Tag

• Way to link a Brand / Website to a Brand Google+ page

• Starting to be integrated into the SERPs – see SEO Moz example below – implemented the rel=publisher tag on their homepage

Bloggers & Influencers

Train ‘em up!

• Influencer outreach & community development are becoming big part of Content & Search Strategies

• Important to help our key Bloggers & Influences to implement Author Rank – the more power & authority they have the better!

• Amplify their voice to benefit your Brand –host a webinar or training breakfast

Chalkboard Takeaways

• Don’t be too reactive – we’ve all heard the next big thing in Search

• Implement for Rich Snippets & CTR gains

• Brands – watch this space for rel=publisher tag & Publisher Rank

• Scout Blogger talent & nurture them to increase influence