Google AuthorRank – what do PRs need to know?
Last year Google quietly began to support ‘authorship markup’, which the search engine giant described as ‘a way to connect authors with their content on the web’.
Initially, the authorship markup was seen as exclusively benefiting journalists and bloggers. Google stated in its blog post that ‘if an author at The New York Times has written dozens of articles, using this markup, the webmaster can connect these articles with a New York Times author page.’
But what about the content that PR professionals write? What about the press releases, features, briefing documents, blog posts of industry influencers?
Public relations professionals are responsible for developing and writing content that pitches a story to specific communities and audiences. More often than not, this collateral is nameless and as such acts as background for respected writers in the public domain.
So, What Is Google Authorship Markup and AuthorRank?
Google Authorship Markup is very simple. It is a basic coding procedure that allow authors to connect to their content online. The purpose is to help people find and ‘read content written by credible and knowledgeable individuals.’
- Average PageRank of an author’s content
- Reciprocal connections between high AuthorRank authors
- The level of on-site engagement – comments, responses, etc
- Third-party authority indicators – Facebook, Twitter, LinkedIn, Quora, presence on Wikipedia
- A Google +1 of author’s content
- Number of people in your Google Circles and proportion that score a high AuthorRank
When you put it all together you start to see the importance that AuthorRank delivers individuals with real world expertise – thought leaders.
Writing plenty of posts is no longer a way of getting up Google’s rankings. What you will need is the support of a network of influencers to see and read your posts and give them a ‘+1’ endorsement.
How is Google AuthorRank relevant to my brand or company?
Google Authorship Markup and AuthorRank are going to transform the way in which niche thought leaders and experts are found online. If it is your job to help build the reputation and authority of individual industry, political or academic individuals then you are going to need to know about how Google is changing the search game.
Reputations are built on authority. Those with increased authority command a higher share of voice in the communities that they are members of.
You have to remember that online there are many voices fighting for the attention of individuals that in a quick second make a decision based on the authority and credibility of those that they read.
Companies, organisations and individuals compete every day to stand out from the crowd. They do this by sharing knowledge, expertise and solutions.
Look within your own organisation and you will see individuals with specific insight. It doesn’t have to be expertise at a global level, it could just be at a local level and within a niche sector. Audiences are everywhere and it is by understanding how to best deliver your experts that you will meet the needs of your employer and audience.
Owning that authority online today is as important as owning it in offline media. This requires specific strategies that position spokespeople as leaders in their individual areas of authority.
Okay, so how do I help build authority online?
Firstly, continue to write good content: infact, great content that demonstrates expertise and gets people to share it within their own circles and communities.
Asses the material that you currently write, such as press releases and features.
Traditionally they are seen as ‘announcements’ written for the media. Move away from a stale style of writing towards an engaging style for your audience that better resounds with the community you are working to position your expert in.
Remember to attribute copy to experts within your business that you are trying to position as thought-leaders. It’s what newsrooms do, which is why you should.
Consider using brand ambassadors who have a presence online to guess blog.
As a PR, don’t let SEOs, IT staff and web teams promote your content online. Learn their skills and keep remembering the strategy and bigger picture. Coding and SEO are a must-have skills for 21st Century PRs.
Oh, and you are going to need a new social network. There are no ifs or buts: you need to link your content to a authored Google+ account. While Google remains the number one search engine, Google+ is going to become the must participate network for everybody who has expertise and wants to be seen online.
Google is changing business and communications. Authorship markup and AuthorRank is a huge opportunity for PR.
Will all this make a difference to search rankings?
SearchEngineLand.com confirms that ‘there’s a hidden benefit to having authorship status.’ This being that if you click on a ‘authored story’ in Google search results, go to said site, read the story for, say, two minutes and then return to the search results, you will see a ‘more by the author’ area with 3 extra stories.
So how do I get a verified author status?
If you need to know more get in touch by email and we can talk strategies and solutions.