Dec 27, 2012

The Importance of Google Authorship

by: in SEO

I’ve been trying to wrap my head around the Google Authorship concept since its release earlier this year. It seemed simple enough, add a tag to your code on your blogs and done…instant authorship in the eyes of Google. However, it was not quite that easy and in the beginning I’m pretty sure I wasn’t 100% aware of the importance of getting it right for myself, as blogger and for LEAP, as the blog host.

Google Authorship is a verification code that connects an online author’s Google+ profile and their blogs or articles. Thanks to a great article from Search Engine Journal, I now understand the steps for the perfect implementation of the code and what it can mean for me as a blog author and LEAP as the content host. The “why” is by far more important than the “how” as once you understand it, the how to implement is the easy part. It’s the why you need to implement it and how to use it to its fullest potential that are the big questions to answer.

Let’s start with why you need it. First, Google authorship serves as a signal to Google of expertise on a particular subject area. This snippet of code signals to Google that you are an author and because you have been published (hopefully by quality and authoritative sites), you have knowledge in a specific area. The more you write, the greater your signal to Google. Secondly, Google authorship also contributes to one of Google’s new algorithms – AuthorRank. AuthorRank is used to determine how authoritative you are about a subject. Because you can connect your Google+ page with the sites, blogs and articles you author, you are increasing your social authority and thus your personal SEO. This also allows you to increase your followers on Google+ and helps users and readers find quality content on the web. Third, and finally, you can use Google Webmaster Tools to view analytics and monitor your content in search via Author Stats. This information can better help you understand your reach and impression of your content. As you can see, implementing Google authorship has great benefit for you as an author, but what about your company blog. Can you use Google authorship to help improve your company SEO as well?

Sure! While Google Authorship is highly recommended for individual authors, it can also be applied to business blogs – that is if your company is writing a blog as the company and not as individual authors. The implementation and benefits discussed for an individual then apply for the company blog and Google+ profile.

So how do you use it to its fullest potential? First, implement it for all authors on your blog – whether that is one author, the company, or many authors such as the experts on the LEAP blog. Implementing it correctly is the first step to success. Start with verifying your domain email address, and then verify your content (this is the code piece). Secondly, start writing. Not about anything and everything, but about content that you are an expert, content and subjects that will help increase your authority to search engines, in particular Google.

Understanding how Google Authorship works and why it is important, is a critical step as digital marketing and SEO further curves down the path of social search optimization and the integration of your social authority and your search authority. Google authorship increases visibility and trustworthiness of the content you are creating and publishing. The more signals of authority you exude, the higher your chances of increasing your rank and authority level with Google and other search engines.