Becoming THE Authority on Google

Becoming THE

Becoming THE

Authority on Authority on

GGooooggllee

Telling the world: “I’m kind of a

Telling the world: “I’m kind of a BIGBIG deal” deal”

Who

am

I?W

ho a

m I? A. Chris TurnerA. Chris Turner

SEO SpecialistSEO Specialist

EntrepreneurEntrepreneur

Masters in Information Masters in Information SystemsSystems

6 Years Experience6 Years Experience

Jack of all TradesJack of all Trades

Facebook: Facebook: bit.ly/CSEOpagebit.ly/CSEOpage | Twitter: | Twitter: @ChocolateSEM@ChocolateSEM - - #PCN13Authority#PCN13Authority | Web: | Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO

http://bit.ly/CSEOpage

http://twitter.com/

http://bit.ly/NashvilleSEO

Wha

tcha

Say

?

Wha

tcha

Say

? What is Authority?What is Authority?

The Theory Behind It…The Theory Behind It…

Why It Matters.Why It Matters.

Practical Application.Practical Application.

The Wrapper.The Wrapper.



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What is Authority?

What is Authority?How search engines and users

How search engines and users define it.define it.

What is

What is

Authority?

Authority?

UsersUsers

1.1. RelevantRelevant

2.2. ImportantImportant

3.3. PopularPopular

4.4. RespectedRespected

5.5. TrustedTrusted

Search Search EnginesEngines

1.1. SignalsSignals

2.2. RelevantRelevant

3.3. ReliableReliable

4.4. CredibleCredible

5.5. QualityQuality

In 2003, 52.8% of web users distrusted web resources, in 2012 the number is 98%.

(sources: UCLA, 2003 | Harris Interactive, 2012)



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What is

What is

Authority?

Authority?

All ownership rights belong to Marvel Studios and distributed by Walt Disney Pictures.



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Wha

t is

Aut

hori

ty?

Wha

t is

Aut

hori

ty?

http://www.chocolateseo.com/google-updates/google-maps/google-local-places-maps-whatever/





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Wha

t is

Aut

hori

ty?

Wha

t is

Aut

hori

ty?






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Theories of Theories of AuthorshipAuthorshipThe cliff notes version

The cliff notes version

Theo

ries

of

Theo

ries

of

Aut

hors

hip

Aut

hors

hip

The The WebWeb is One Big is One Big BookBook!!

1.1. Think! Think! GGoooogglle e is an is an indexindex..

2.2. Websites contain Websites contain pagespages..

3.3. Pages have Pages have authorsauthors..

4.4. Authors cite Authors cite sourcessources (links). (links).

5.5. Not all authors are credible.Not all authors are credible.



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Theo

ries

of

Theo

ries

of

Aut

hors

hip

Aut

hors

hip



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Theories of Theories of

Authorship

Authorship

BooksBooks

1.1. ContentContent

2.2. SourcesSources

3.3. Author(s)Author(s)

4.4. PopularPopular

5.5. InterestingInteresting

Search Search EnginesEngines

1.1. ContentContent

2.2. LinksLinks

3.3. AuthorityAuthority

4.4. Social SignalsSocial Signals

5.5. CredibleCredible



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Authorship

Authorship

Takeaway:Takeaway:Treat each page of a website like a Treat each page of a website like a

college paper.college paper.

Content should have an AuthorContent should have an Author

Sources CitedSources Cited

Well-written and CredibleWell-written and Credible

TruthfulTruthful

OriginalOriginal



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Authorship

Authorship

Then Why?Then Why?



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Why Authority

Why Authority Matters.Matters.

What is the reason, the motivation to

What is the reason, the motivation to get some?get some?

Why A

uthority

Why A

uthority

Matters.

Matters.

Within search results,

Within search results,

information tied to

information tied to verified verified

online profiles

online profiles will be ranked

will be ranked

higher than content without

higher than content without

such verification, which will

such verification, which will

result in most users naturally

result in most users naturally

clicking on the top (verified)

clicking on the top (verified)

results. The true cost of

results. The true cost of

remaining anonymous, then,

remaining anonymous, then,

might be irrelevance. - Eric

might be irrelevance. - Eric

Schmidt, Google’s former CEO.

Schmidt, Google’s former CEO.



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Why

Aut

hori

ty

Why

Aut

hori

ty

Mat

ters

.M

atte

rs. Same time man! I don’t Same time man! I don’t

know you man!know you man!

All ownership rights belong to New Line Cinema



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Why

Aut

hori

ty

Why

Aut

hori

ty

Mat

ters

.M

atte

rs.

CTA More EffectiveCTA More Effective

Natural Link BuildingNatural Link Building

Improved VisibilityImproved Visibility

Affects Content Affects Content CredibilityCredibility



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Practical Practical Application

ApplicationBut what does it all mean Basil?

But what does it all mean Basil?

Practical Practical

Ap

plication

Ap

plication

It means you have work to do ladies

It means you have work to do ladies

and gents.and gents.

Work those Google+ Work those Google+ Profiles:Profiles:



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Practical Practical

Application

Application

1.1. Setup a Google+ ProfileSetup a Google+ Profile

2.2. Add Your Website Under Add Your Website Under “Contributor to” area.“Contributor to” area.

3.3. Add Link to G+ Profile on Add Link to G+ Profile on appropriateappropriate pages: pages:

o As an on page link, orAs an on page link, or

o As a <head> linkAs a <head> link

1.1. Test using Google WMT’s Test using Google WMT’s Rich Snippet ToolRich Snippet Tool

http://www.google.com/webmasters/tools/richsnippets





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http://www.stroble.com/ c/o cj Advertising – All Rights Reserved.http://www.stroble.com/ c/o cj Advertising – All Rights Reserved.




http://www.stroble.com/





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http://www.stroble.com/ c/o cj Advertising – All Rights Reserved.http://www.stroble.com/ c/o cj Advertising – All Rights Reserved.

Facebook: Facebook: bit.ly/CSEOpage bit.ly/CSEOpage | Twitter: | Twitter: @ChocolateSEM @ChocolateSEM - - #PCN13Authority#PCN13Authority | Web: | Web: bit.ly/NashvilleSEObit.ly/NashvilleSEO







Practical Practical

Ap

plication

Ap

plication

Authorship Authorship

DO’sDO’s

Consistent Consistent

images and images and

informationinformation

Multiple Multiple

Authors for Authors for

WebsitesWebsites

Pages, Blogs,

Pages, Blogs,

PRPR

Authorship Authorship

DON’TsDON’Ts

Use company

Use company

logoslogos

Connect Connect

+Pages+Pages

Add on every

Add on every

page.page.

Think it’ll Think it’ll

solve your solve your

crappycrappy

content content

problemproblem


The Wrapper

The WrapperWhat you should’ve written in your

What you should’ve written in your notes.notes.

The

Wra

pp

er:

The

Wra

pp

er:

Wha

tcha

Say

?

Wha

tcha

Say

? What is Authority?What is Authority? Ability to Solve Ability to Solve

Problems/Answer Problems/Answer QuestionsQuestions

The Theory Behind ItThe Theory Behind It Pages Pages rankrank, sites don’t. , sites don’t.

((Remember:Remember: Book Analogy) Book Analogy)

Why It Matters.Why It Matters. Empowers Your ContentEmpowers Your Content

Practical Application.Practical Application. Authorship and MarkupAuthorship and Markup


The

Wra

pp

er:

The

Wra

pp

er:

Que

stio

ns?

Que

stio

ns?

Clear As Mud?Clear As Mud?


Technology

Becoming THE Authority on Google