This document discusses author rank, a new Google algorithm update that aims to give more weight to author profiles. Some key points: - Author rank could significantly impact how content is ranked and displayed in search engine results pages. It may benefit content creators and bloggers who implement it early. - However, author rank also opens the door to potential manipulation, as link profiles have been in the past. Google will need to identify and counteract abusive behaviors. - In the short term, author rank may most notably boost click-through rates through rich snippets displayed for authors. This could translate to more traffic and engagement. - Brands should proceed cautiously with author rank rather than placing all emphasis on individual author profiles

1. I must pay attention to author rank
I must pay attention to author rank
I must pay attention to author rank
I must pay attention to author rank
I must pay attention to author rank
An Essay By Mike McDougall
– Head of Search @ Blueclaw
@mikeymcdougall

2. Believe the hype?

3. Author Rank – All Talk?
• There have been A LOT of grand statements
around Author Rank, the perceived influence it
will have on the Google algorithm & the way
Content is displayed:
• Biggest potential update since Panda & Penguin
• Can’t be ignored by journalists, Content creators &
marketers
• Increased CTRs due to addition of Rich Snippet to SERPs
• Reverse the effects of Climate Change & refreeze the
Polar Icecaps

4. POWER TO THE PEOPLE (or
authors?)

5. Algorithm Changes
• Phrases like ‘the people’s
algorithm’ have been thrown
around
• Potentially not the magic
bullet that’s going to
revolutionise the SERPs
• As search professionals
important we keep an open
mind & don’t leap to
conclusions or make
sweeping generalisations

7. Content Creators
• Undoubtedly important for
bloggers, content creators &
search marketers like me!
• Benefit for early adopters to
get a head-start & gain
traction
• Established top- level
Journalists – will they
actually care? (probably not)

9. Open to manipulation?
• As search professionals
it’s naïve to think that
Author Rank won’t be
subject to abuse
• Like link profiles, Author
rank Profiles will be
open to manipulation
• This won’t be news to
Google – but identifying
& counteracting are 2
different things

10. Rich Snippets – Woohoo!

11. Rich Snippets & Higher CTRs
• Biggest short term influence is potential CTR
uplift from rich snippet In Search
• Equals more visits to your blogs & sites & more
engagement

12. Author Rank For Brands
• Risky Business?
• Err on the side of caution
• Development of rel=publisher
• Work with your Bloggers &
Influencers to implement

13. Author Rank – Risky Biz?
• Inherent risks to placing all of your
Authorship efforts into an individual &
their Google + page – what if they leave?
• Not necessarily a sensible move for a
brand unless they already have an
internal advocate / owner manager –
employees come & go
• Could create a ‘persona’ but not really in
the framework that Author Rank was
intended – could be considered
manipulation

15. Proceed with Caution
• Brands should plan carefully,
assess the risk & & wait for
things to develop
• Power is with the authors, not
the Brands – how can brands
leverage without risk?
• Ensure staff & agencies are
educated & updated
• Spread the author rank out
between writers!

16. Rel=publisher

17. Rel=publisher Tag
• Way to link a Brand / Website to a Brand Google+
page
• Starting to be integrated into the SERPs – see SEO
Moz example below – implemented the
rel=publisher tag on their homepage

18. Bloggers & Influencers

19. Train ‘em up!
• Influencer outreach &
community development are
becoming big part of Content
& Search Strategies
• Important to help our key
Bloggers & Influences to
implement Author Rank – the
more power & authority they
have the better!
• Amplify their voice to
benefit your Brand –host a
webinar or training breakfast

20. Chalkboard Takeaways
• Don’t be too reactive – we’ve all heard
the next big thing in Search
• Implement for Rich Snippets & CTR
gains
• Brands – watch this space for
rel=publisher tag & Publisher Rank
• Scout Blogger talent & nurture them
to increase influence