While "content is king," many marketers overlook the all-important factor of authority, and the process required to establish and maintain it. This comprehensive session delves into the steps to claim your identity; brainstorming sessions between SEO, social and content development teams, content promotion tactics for gaining authority links and more. Both enterprise SEO teams as well as outside consultants will benefit from strategies shared in this session.

1. From Authorship
to Authority
Why Claiming
Your Identity Matters

2. @simmonet #SMXGrant Simmons
Director SEO & Social Product
The Search Agency

3. • Essex lad
@simmonet #SMXGrant Simmons
Director SEO & Social Product
The Search Agency

4. • Essex lad
• Spurs supporter
@simmonet #SMXGrant Simmons
Director SEO & Social Product
The Search Agency

5. • Essex lad
• Spurs supporter
• “Visited” US 1982
@simmonet #SMXGrant Simmons
Director SEO & Social Product
The Search Agency

6. • Essex lad
• Spurs supporter
• “Visited” US 1982
• Started SEO 1997
@simmonet #SMXGrant Simmons
Director SEO & Social Product
The Search Agency

7. • Essex lad
• Spurs supporter
• “Visited” US 1982
• Started SEO 1997
• Joined The Search Agency 2008
• 220 employees around the world
• “Agent Algo” #OrangeFedora
@simmonet #SMXGrant Simmons
Director SEO & Social Product
The Search Agency

8. • Essex lad
• Spurs supporter
• “Visited” US 1982
• Started SEO 1997
• Joined The Search Agency 2008
• 220 employees around the world
• “Agent Algo” #OrangeFedora
• Still an Essex lad
@simmonet #SMXGrant Simmons
Director SEO & Social Product
The Search Agency

9. From Authorship
to Authority
Why Claiming
Your Identity Matters

10. @simmonet #SMX
Content is King
Authority Content is “Kingier”+ Authority

11. Content is King
Authority Content is “Kingier”
@simmonet #SMX

12. Kingier ?
@simmonet #SMX

13. Kingier like
King Kong!
@simmonet #SMX

14. Kingier Content
Not like the old days…

15. Kingier Content
Quality over Quantity!

16. Unique
Kingier Content
Quality
Engaging
Relevant
Trusted

17. Trusted
Kingier Content
Quality

18. trust = links
@simmonet #SMX
(of course links are still important)
old

19. BUT…
Until…
Links were / are
relatively easy
to ‘game’

20. trust = links
@simmonet #SMX
new

21. trust = authority
@simmonet #SMX
(of course links are still important)
new

22. authority is
@simmonet #SMX
known credible topic expert

23. Entities to Identities
@simmonet SMX
Claim & Connect
known

24. known credible topic expert
• Connecting;
known entities
to known identities
• Social / Google+
• Rel = author

25. Establish Credibility
@simmonet SMX
Create Worthy Content
credible

26. known credible topic expert
Algorithmic ‘review’
Human review
@simmonet #SMX www.google.com/insidesearch/howsearchworks/thestory/
• Links
• Engagement

27. known credible topic expert
• What Expertise?
–Focus
–Consistent
@simmonet #SMX
• What Signals?
–Yes… links 
–Citations / Co-citations
–Associations / Affiliations
–Social Mentions / Sentiment
–“Digital footprint”

28. Build Your Digital Footprint
@simmonet #SMX

29. Mentions. Associations. Citations. Connections. Links.
+ 1’s
shares
likes
tweets
Chatter
bookmarks
sentiment.
bananas
Kingier Content Inspires Interaction
Love your content
Told my friends!

30. @simmonet #SMX
Can’t fake it…
Kings don’t
need to cheat
Well you can…
… but why?

31. @simmonet #SMX
So how
do we
build
Kingier?
and
why?

32. Building Authority (kingier)
• Claim & Connect
– Google+ / Other profiles
• Build Credibility
– Create great content (worthy)
• Expand Your Footprint
– Onsite, social / guest / PR
• Follow the Rules
– Kings don’t (need to) cheat
• Engage!
– Inspire interactions
– Social signals
@simmonet #SMX

33. Success?
Why Claiming
Your Identity Matters
@simmonet SMX

34. “We’re (Google) doing a better job
of detecting when someone is sort
of an authority in a specific space…
and trying to make sure that those
rank a little more highly if you’re
some sort of authority...”
@simmonet #SMX
matt kong cutts

35. Kingier Success
• Better Visibility
– “Brand” factor (trust)
– Authorities rank
• Better “Clickability”
– SERP display
• Links Build Themselves
– Well not exactly…
More likely organically
• And…
– It’s good to be the King

36. Thank you!
You get bananas

37. Grant Simmons
grant@thesearchagency.com
@simmonet
linkedin.com/in/simmonet
www.thesearchagency.co.uk
www.thesearchagency.com
www.thesearchagents.com

38. From Authorship
to Authority
Why Claiming
Your Identity Matters