It appears that Google remains interested in the concept of author authority as a factor in search rankings. Google is likely working on methods to identify and evaluate authors and their content that are not dependent on human publishers and authors placing links and attribution tags. When those methods are providing reliable data, Google might make these signals a ranking factor.
However, given the lessons of the first Google Authorship experiment, we might expect the following possible differences:
- Author authority might be more personalized. That is, it may be that Google will give a greater boost to content by authoritative authors relevant to your search if you have some connection to or relationship with those authors.
- Author authority in search will probably be less obvious. Google may not return to the practice of displaying rich snippet profile photos for top authors, in part because Google is moving away from flashier rich snippets in general as part of its Mobile First initiative. It is therefore likely that any future author authority factor will simply be folded into the many factors that determine search rankings and may not be apparent to the searcher.
=> Building Author Authority:
Here are some tips on how to build author authority.
Publish with real names : In order to build author authority search engines have to be able to recognize that multiple pieces of content are connected with a particular individual. Several of the tips below relate to building your personal authority both on and offline, so using your real name with your content is important.
Keep your name consistent : In parallel with the previous tip, it is important that you use exactly the same name as the byline on all your content as well as in all your social profiles. That will help search engines gain confidence about your identity, and make it more likely that all or your online content will be used to evaluate your authority.
Cross-link your profiles : Wherever possible, create links between all your online profiles. This is another way to help search engines have more confidence as to your unique identity.
Link your social profiles to your content : Wherever possible, create links from your social and site profiles to the sites on which you publish content. Of course, in the case of Google, it is most important to make sure that all sites on which you publish are linked from the “Contributor to” section of your profile links.
Produce content about all aspects of your field : More and more we see indications that Google is including in measures of its topical authority how complete and well rounded the content is. It’s no longer effective to merely hammer away at certain long tail keywords.
Produce content that goes in depth on specifics of your field :As well as covering all aspects of your area of expertise, your content also needs to explore those areas deeply.
Cultivate an audience :Every content producer has to be as concerned with building a loyal audience as they are with producing quality content. That means being active on social networks, for one. Seek to build good relationships with those who might be interested in your expertise and likely to share it with their networks.
Participate in relevant conversations : Go beyond just broadcasting your content to participating in relevant online conversations and communities. Doing that can have multiple benefits. As you contribute to such communities
Don’t forget real world opportunities : Attending conferences and networking events in your field can lead to online connections that help reinforce your online authority. This is especially true if you are a speaker or panelist at such events, or get interviewed by a media outlet.
Incubate and promote brand Subject Matter Experts : Publishers should not ignore the power of individual topical authority used in conjunction with their brands. Many companies are reluctant to empower individual employees or representatives to build their own authority, but they miss a real opportunity by not doing so.
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