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To understand SEO, it's important to understand how search engines work. Implementing schema.org tagging is a great way to gain visibility in search engine results - but it can be overwhelming to know where to start. Implementing authorship is an important first step.
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SEO and Google Authorship
Ruth Burr
Inbound Marketing Lead
Moz.com
@ruthburr
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In Days of Yore…
@ruthburr
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Up Until a Few Years Ago…
@ruthburr
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Website(topic)
Content(keyword 3)
Product(keyword 3)
Image(keyword 1)
Google Saw the Web (More or Less) Like This*:
*Gross oversimplification.
Website(topic)
Content(keyword 1)
Product(keyword 2)
Image(keyword 1)
Link
@ruthburr
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Now it’s more like this*:
Website Business
Location
Map
EmployeeContent
Social Media
Friends
WroteContent
Also Wrote
Website
Link
Frie
nds
Product
Thing
@ruthburr
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The Knowledge Graph
@ruthburr
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The Knowledge Graph
@ruthburr
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Rich Snippets
Personalized
Authorship
News
Video
Review
Full list of Google-supported rich snippet types: http://bit.ly/17iHVTH
@ruthburr
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Schema.org
@ruthburr
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Finding the Right Schema for You
@ruthburr
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Use Examples and Templates
@ruthburr
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No Invisible Markup! (That’s Cloaking)
Image Source@ruthburr
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Check in Google Webmaster Tools
@ruthburr
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Avoid the Data Highlighter
NO.@ruthburr
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Structured Data Testing Tool
http://bit.ly/18lHYcD
@ruthburr
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Authorship
@ruthburr
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Entity Search
@ruthburr
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Why Authorship?
@ruthburr
RESPECT MY AUTHORITAH
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Author Markup: What You’ll Need
• A Google Plus Account– With a clear picture of your face
• Some content that you created– As yourself– On a page by itself
@ruthburr
NOT
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The 3-Link Method
1.) Link with rel=“author” to your profile page on-site:
<a href=http://moz.com/community/users/63” rel=“author”>Rand Fishkin</a>
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The 3-Link Method
2.) Link with rel=“me” from your profile page on-site to your Google+ profile:
@ruthburr
<a href=“https://plus.google.com/111294201325870406922”
rel=“me”>Rand Fishkin on Google+</a>
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The 3-Link Method
@ruthburr
3.) Add the site under “Contributor To” in your Google+ Profile
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The 2-Link Method
1. Add the site under “Contributor to:”
2. Link from your byline directly to your Google+ profile using rel=“author”
@ruthburr
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Email Verification Method
1. Got an email address with the site’s domain? Add a link to the email from your byline.
2. Add the email address to your Google+ profile.
This is not something I would recommend doing if you can do the other two.
Because really, how many email addresses do you have?
@ruthburr
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Final Tips
• Make sure your byline says “by (your name)”
• First name + last name• Make sure it doesn’t say “by” anywhere
else on the page (edited by, etc)• Just because it works in the validator
doesn’t mean it will work in real life.
@ruthburr
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Thanks everybody!
