We’re all interested in ways to improve our position in the search engine results (often referred to as search engine optimisation) so we can stay ahead of the game. Most people have caught up with the news that keyword-stuffing and other cheap tricks just won’t cut it – in fact this can have a negative effect on your rankings.
However, bone fide blogging is still an effective way of increasing traffic to your site (while future-proofing it, too).
To justify dedicating valuable time to writing knowledgeable and interesting blogs, you must make them work for you by optimising the results they generate.
There’s no shortcut to improving your search engine results anymore. If you want to get search engines on side, you need to put effort into convincing them why they should favour you. It’ll pay off. For a long time now I’ve been saying that content marketing is vital to the success of your optimisation efforts, and since the introduction of Google Authorship this has become truer than ever.
What is Google Authorship?
In a nutshell, Google Authorship is a system for verifying your online content, helping to establish you as an authoritative voice within your field. Anyone can be a Google author and it’s really easy to set up – there is a pretty conclusive guide here.
When you link your content to your Google+ profile, it’s far more likely to be found by search engines and trusted by readers.
Your article will appear in the rankings alongside a thumbnail of your profile picture. If you are blogging on your website (and you should be), then the sooner you link your blogs up to Google Authorship, the sooner you’ll start increasing your ‘AuthorRank’ score – Google’s method of ranking web authors.
Google are always refining their algorithms, tweaking them to be more sophisticated and more discerning, and this is a good thing. When you add regular and fresh content that engages and generates likes, shares, tweets and +1s across all social media platforms, you’ll earn serious search engine brownie points. And putting your face to your online content is the online equivalent of putting your money where your mouth is – you’ll come across as more authoritative, more genuine and more trustworthy to both search engines and readers (research has shown that online content accompanied by a profile picture is up to 150% more likely to be clicked on).
Google has been focusing on authenticating web pages for years, so authenticating people was their obvious next step. Linking your online content up and making use of Google Authorship is an crucial long-term way of gaining ground on your competitors by soaring up the rankings.
Don't forget that if all this digital jargon is making your brain hurt, you can always call us and ask questions – its what we do day in day out.
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