A relatively new way to help establish your expertise is through Google Authorship. Creating a Google Authorship is an easy process and it can link all of your content together and to your business. Google is constantly creating and adjusting their algorithms to provide searchers with the best possible results and Google Authorship is playing a growing role in those search patterns.
Forbes reported that “one of the most important features of Google Plus is its authorship system. The idea is that an author can build rank and trust (called Author Rank) based on the content they write all over the web. Google already has a way to determine your expertise at those subjects and it is only getting smarter in how it ranks authors and their content.”
In addition to the effects on search engine results, by creating smart, compelling content and publishing it on the web it shows your readers that you are someone they can trust in your industry. If your content is well received online, widely read and routinely getting shared and +1’ed on Google Plus, Google’s algorithms recognize yours as quality material that’s trusted by readers. That trust can drive people to your business on its own.
It can also help Google drive people to your business. Your authorship profile can establish you as a relevant figure in your field, and Google is always working to return the most relevant results. When readers view you as an authority Google’s algorithms are then more likely to view your content and website as an authority and return it more searches. This means that Google Authorship will help drive organic traffic to your site because Google likes to reward those sites that work with their various search engine optimization tools.
Since you are putting in the effort to create that content you want to be sure that it is being linked to you and your business and take advantage of this system. There are two simple ways to establish a Google Authorship.
The first is to verify your email address on plus.google.com/authorship using an email that’s on the same domain as your content, once you verify the link your authorship is established.
The other way is to link directly from your content page. On your Google Plus home page profile, edit the links in your About section by adding the main URL of the blog or website where you are posting content in the Contributor section. Then when you create content, include a link to your authorship page on your Google Plus profile, an easy way to do this is to include the link in your biography paragraph at the end of your content.
Because Google is constantly striving to provide quality results, brands can’t “fake their way into better search engine rankings,” Brent Gleeson wrote in Forbes. “They have to deliver compelling content in many different forms, to the right customers, at the right stage of the buying cycle. And Google Authorship is one way to do just that.”
Pepper Erdmann is a Marketing Manager at Buddingh & Associates, Inc., an award-winning strategic marketing consulting firm in Naperville, IL. Contact her at (630) 961-4504 or visit www.BuddinghAssociates.com.