November 08, 2012
/ by Brandon Andersen
Google has made a lot of changes to their search results in the past year. Penguins and Pandas aside, the other great update for creators of original content is Google Authorship, which gives authors the ability to link their Google+ profile to the content they create.
For PR and marketers who create a lot of original content, getting recognition for the content you create is one thing. But getting credit for your work is just the beginning of the benefit that Google Authorship provides.
The most obvious benefit of Authorship is the change that your content takes on in search results. By connecting your Google+ account to the content you create, your bright, smiling face will appear with your search results [Update: As of June 2014, Google Authorship no longer shows author images], along with your name in the byline of the search result. This small change seems to make a big impact in the visibility of your content.
Now, once someone clicks through on your article, reads it, and then returns to the search page, something cool happens. Google now tells the user other articles that you’ve written. Google is basing this on how long you spent on the other site. It’s assuming that if you spent more than two minutes or so on that page, that you liked it and may want to see more content from that author.
I wrote about social authority in a previous post, and it seems that Google is making strides to incorporate a similar metric into their search results. Along with social metrics, Authorship ranking, or AuthorRank, is going to begin to play a bigger and bigger factor in search results, with more authority going toward authors with an established reputation for creating great content.
Content creators with a solid track record of original content are building a C.V. of work across the web. The more great content you produce, and get attributed for, the more likely your content will rank higher in results. So if you’re creating lots of great content now, and aren’t getting attributed to it, go to the bottom of this post and learn how to set up your Google Authorship.
Users who find your content via search are now one click away from interacting with you on Google+, as your byline in search results link directly to your Google+ account. For people looking for answers to their questions, they can ask you, the expert, directly.
If you would like to set up Google Authorship on your blog or website, here’s a definitive guide to get you started.
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