Smx East 2013 Inferred Authorship by Janet Driscoll Miller

INFERRED

AUTHORSHIP IN

GOOGLE

SEARCH RESULTS

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Janet Driscoll Miller

Search Mojo

@

#SMX #22C

October 2, 2013

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#SMX #23C@janetdmiller

INFERRING AUTHORSHIP

#SMX #23C@janetdmiller

PDF AUTHORSHIP

• Infers authorship from content

• Does not infer from meta data

#SMX #23C@janetdmiller

WORD AUTHORSHIP

• “By” may not be the only way Google

infers authorship via content.About the Author

Janet Driscoll Miller brings

over seven years of search

engine marketing

experience to Search Mojo

and is considered a leading

expert in her field. Prior to

founding Search Mojo in

2005, Miller was the

Director of Internet

Marketing at WebSurveyor

Corporation…

#SMX #23C@janetdmiller

POWERPOINT AUTHORSHIP

• Infers authorship from text in powerpoint

• Doesn’t appear to use meta data

#SMX #23C@janetdmiller

BOOK AUTHORSHIP

#SMX #23C@janetdmiller

POTENTIAL PITFALLS

#SMX #23C@janetdmiller

BE THOUGHTFUL OF AUTHORSHIP

• Only the first author will show

Is it possible to add two authors for one article?

In the current search user interface, we only support one

author per article, blog post, etc. We’re still

experimenting to find the optimal outcome for searchers

when more than one author is specified.

#SMX #23C@janetdmiller

BE THOUGHTFUL OF AUTHORSHIP

• Be sure that you get the snippet you want

(watch for “by” in text)

#SMX #23C@janetdmiller

BE THOUGHTFUL OF AUTHORSHIP

• Be sure that you get the snippet you want

(watch for “by” in text)

#SMX #23C@janetdmiller

BE THOUGHTFUL OF AUTHORSHIP

• Author will only appear once on a page of

search results

#SMX #23C@janetdmiller

NAME MUST MATCH EXACTLY

#SMX #23C@janetdmiller

AUTHORRANK

#SMX #23C@janetdmiller

WHAT DOES AUTHORRANK MEAN FOR PR

AND SEO?

• Traditional, offline methods for choosing

a reporter to work with may not generate

the best SEO benefit online.

#SMX #23C@janetdmiller

IDENTIFYING GOOD ONLINE AUTHORS

• Does the site allow for authorship?

• Does the author have a Google+ profile?

– What sites are listed in the “Contributor to”

section and other links on the About section

• To check:

– Site:URL followed by author name

– Ex: site:nyt.com david pogue

#SMX #23C@janetdmiller

DETERMINING OUTREACH

• Weigh the SEO value

– Does the author have authorship “cred” with

Google?

• If not, weigh that against the other factors

• Weigh the readership value– Realize the value in readers finding your content,

that contributes to SEO.

– Recognize the level of authority for a publication on

a particular topic as well as the publication itself.

#SMX #23C@janetdmiller

PUBLISHERS:

PROTECT YOUR CONTENT!

#SMX #23C@janetdmiller

PROTECT YOUR CONTENT!

#SMX #23C@janetdmiller

PROTECT YOUR CONTENT!

#SMX #23C@janetdmiller

PROTECT YOUR CONTENT!

• 89 pages copied verbatim from client’s site

– All had authorship applied

• On some keywords, over 100 exact duplications on

various sites

#SMX #23C@janetdmiller

COMPARISON

Attribute Client Copycat

Inbound Links 441,000+ across 6,100+ domains

57 across 7 domains

Authority Domains? Yes(example: CDC, NIH)

No

Local-Based Business? No Yes (Texas)

#SMX #23C@janetdmiller

PROTECT YOUR CONTENT!

• Pages seem to have been created in

early-mid April 2013

#SMX #23C@janetdmiller

RESULTS

Keyword IDGoogle Organic Traffic Improvement in

One Week

1 23.7%

2 11.9%

3 26.2%

4 3.6%

5 8.6%

6 28.6%

7 12.5%

8 8.75%

9 14.5%

10 14.1%

#SMX #23C@janetdmiller

PROTECT YOUR CONTENT!

• CopySentry

– Monitor content for a monthly fee

for duplicates

– www.copyscape.com/copysentry.php

• Establish authorship (if you can)

• http://bit.ly/ProtectContent

#SMX #23C@janetdmiller

CONTACT

Janet Driscoll Miller

jmiller@search-mojo.com

800-939-5938 x101

Google+: +Janet Driscoll Miller

(and +Search Mojo)

Twitter: @janetdmiller

Facebook:

facebook.com/SearchMojo

http://www.slideshare.net/SearchMarketingExpo

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