The SEO landscape has long been characterised by uncertainty and fluidity, and it continues to evolve and change at a rapid pace. Not keeping up with the latest techniques can have a crippling effect on your online and offline business.
Following the most recent changes in regards to Search Engine Optimisation, the importance of creating a solid content marketing strategy for your business has heightened significantly.
Adhering to the new direction of the SEO game, by focusing on the creation of interesting, relevant and authoritative content is the only way win top position in the rankings. Despite the growing awareness of its importance, companies still don’t have a clear idea of how it will help them and their bottom line.
Google is always updating their algorithms in order to provide the best content for its users, and Google Authorship is a way to ensure your content is always easy for searchers to find in the search engine result pages (SERPs). By implementing Authorship across all your content, you can create more visibility for your business and brand, and validate yourself as the authority in your industry.
What is Google Authorship?
Google Authorship is a new feature which helps Google determine who is responsible for creating content so they can better discover the best content on the web by true authorities on the subject.
Google Executive Chairman Eric Schmidt wrote in his recent book, "The New Digital Age,"- "Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance."
The online profiles he mentions relate to Google+ social pages, which are similar to Facebook pages. This profile is connected to your blog or website and tells google that A) the content was in fact published by you, and B) you are willing to tie it to your digital reputation. By implementing Authorship on your content, your articles could appear in the SERPs alongside a photo of you (the author), a link to your Google+ profile, a link to the content itself, and a link to more content from that author.
The image below shows the results page after searching for "krill oil dosage". Notice how the three listings with the arrows next to them have appeared with the authors image next to their listing? This is Google Authorship in action
This can create more visibility online and in turn a higher click through rate. It validates you and your team as thought leaders in your industry and gives a powerful first impression to those researching topics related to your area of expertise.
How Does It Work?
To get authorship up and running for your business you need to ensure your blog, website and Google+ profile are all set-up properly, they all need to sync.
Our experience in setting this has taught us that if this connection is not 100% clear then Google will not be able to associate you with your content. If you want to put your content in front of more people and build your authority in your industry, then using Google Authorship is a must.
If you have any questions on Google Authorship and how it could benefit your business, please don’t hesitate to give one of our team a call today.