Behold, my deck from my 4/16 Mozinar for SEOmoz! Very soon, Google AuthorRank will no longer be the "next big thing in search," but the "current big thing" in search. Mike Arnesen will go over specific tactics that you can use to boost your AuthorRank as an individual agent, help enterprise-level sites benefit from AuthorRank, sell the idea into your clients and/or bosses, and creative use-cases from the trenches at SwellPath. This advanced foray into AuthorRank building assumes familiarity with Google Authorship.

1. Advanced AuthorRank: 25 Tactics
from the Individual to the Enterprise Level!
by Mike Arnesen, Senior SEO at SwellPath!
@mike_arnesen!
Tweet with Mozinar attendees: #mozinar!
!
Technical problems or feedback:!
Please email team@seomoz.org!
!

2. Sweet Hashtags:
#AdvancedAuthorRank
#Mozinar
Hi!
Mike Arnesen
Senior SEO, SwellPath
Google.com/search?q=mike+arnesen

3. @mike_arnesen
#AdvancedAuthorRank #Mozinar
You’ve heard of AuthorRank

4. Circle of Advocates
@mike_arnesen
#AdvancedAuthorRank #Mozinar
“The
reputa+on
of
a
par+cular
agent
is
a
func+on
of
the
reputa+on
of
the
content
and
agents
which
refer
to
it.”
- from the Agent Rank Patent
#1

5. Circle of Advocates
@mike_arnesen
#AdvancedAuthorRank #Mozinar
Notify your advocates…sparingly.
#1

6. Regular Circle Building
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#2
Spend time building
your Google+ circles.
Foster relationships with
your advocates and let them
know they’re valued.

7. Regular Circle Building
@mike_arnesen
#AdvancedAuthorRank #Mozinar
These folks
are ALL
either current
or potential
advocates!
#2

8. Regular Circle Building
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#2
Find advocates, but do it quickly!
Add the Ripples bookmarklet to your toolkit!
blindfiveyearold.com/ripples-bookmarklet

9. Crawl for Authors
@mike_arnesen
#AdvancedAuthorRank #Mozinar
I know
where you
live.
#3

10. Crawl for Authors
@mike_arnesen
#AdvancedAuthorRank #Mozinar
I know
where you
live write.
Use Tom’s Author Crawler Tool. It’s amazing.
#3
tomanthony.co.uk/tools/author-crawler/

11. Crawl for Authors
@mike_arnesen
#AdvancedAuthorRank #Mozinar
These established authors link to you.
This is high value information!
#3

12. Target Engaged Authors
@mike_arnesen
#AdvancedAuthorRank #Mozinar
Now find authors who aren’t linking to you, yet.
#4

13. Breakdown Recommendation Barriers
Make sharing as easy as possible.
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#5
People these authors.

14. Breakdown Recommendation Barriers
So much better!
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#5

15. Author-friendly Discussions
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#6
Google wants to know who comments on your work
&
how your comments are received.

16. Author-friendly Discussions
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#6
Help Google see which authors are responding!
Google+
Social
Sign-­‐in
Use
it
for
commen+ng
Which
theore+cally
+e
back
to
your
author
iden+ty
Leave
comments

17. Remove Inappropriate Authorship
If there’s one
thing Google
doesn’t like,
it’s being tricked
by webmasters.
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#7

18. Remove Inappropriate Authorship
This is definitely not
an appropriate use
of Authorship.
!
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#7

19. Authorship for Designers & Partners
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#8
Kinda
grey
hat

20. Don’t Commoditize Authorship
Once AuthorRank becomes a
ranking factor, Google will be
itching to penalize manipulation.
Do it
ethically or
get out!
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#9
@w2scoG

21. Searchscapes with Low Penetration
@mike_arnesen
#AdvancedAuthorRank #Mozinar
Where’d everyone go?
So much opportunity!
#10

22. Overcoming Hesitations & Objections
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#11
But I don’t want
to highlight
my employees.
That’s fine, Keanu, but it’s required
if you want to enjoy benefits.

23. Selling the Recommendation
Here’s your recipe for success.
@mike_arnesen
#AdvancedAuthorRank #Mozinar
Google Search Volume x Impression Rate x Avg. Organic CTR =
Visits Captured
Visits Captured x Avg. Revenue Per Organic Visit =
Expected Return
#12

24. Selling the Recommendation
@mike_arnesen
#AdvancedAuthorRank #Mozinar
Google Search Volume x Impression Rate x NEW Organic CTR =
Visits Captured
Visits Captured x Avg. Revenue Per Organic Visit =
Projected Return
Projected – Expected = ROI of Implementing Authorship
#12

25. Selling the Recommendation
@mike_arnesen
#AdvancedAuthorRank #Mozinar
120,000 est. searches x 4% impression rate x 6% Avg. CTR =
290 Visits
290 Visits x $1.50 Avg. Value =
$435.00
$435 – $285 = $150 ROI on Authorship per Month
#12
120,000 est. searches x 4% impression rate x 4% Avg. CTR =
190 Visits
190 Visits x $1.50 Avg. Value =
$285.00

26. QA Your Implementation
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#13
<link rel="author" href="http://plus.google.com/103088929047917831453"/>
One line to rule them all.

27. Author Photo Optimization
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#14
We optimize everything else! Why not this?
Improve that CTR!
Try out different
ways to stand out in
the crowd.

28. Author Photo Optimization
@mike_arnesen
#AdvancedAuthorRank #Mozinar
Consistent personal branding across networks!
#14

29. Monitor AuthorStats
@mike_arnesen
#AdvancedAuthorRank #Mozinar
Focus on these as KPIs of Authorship.
#15

30. Be Mindful of Automatic Attribution
@mike_arnesen
#AdvancedAuthorRank #Mozinar
You can’t use rel=author on SlideShare!
HOW IS THIS HAPPENING?!
#16
Screenshot
courtesy
of
blindfiveyearold.com

31. Google wants to know
how recent your
contributions are.
Just ponder that.
Current vs Past Contributor To
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#17

32. Build Your Profile’s PageRank
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#18
Google+ pages build &
pass PR just like other
pages on the web.
Build it.

33. Build Your Authority Offline
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#19
It’s all about
the #RES.*
*Real Expert Stuff

34. Check Off Bing’s Authority Checklist
@mike_arnesen
#AdvancedAuthorRank #Mozinar
Do you have unique, useful content? Check.
Do you produce new content frequently? Check.
Do you have a solid history? Check.
Do you have trustworthy links pointing at your content? Check.
Do you have an active social presence? Check.
Do people retweet and like your social content? Check.
bing.com/blogs/site_blogs/b/webmaster/archive/2011/10/28/want-to-be-an-authority-here-s-how.aspx
#20

35. Your Site’s Branding & UX Matter
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#21
Rand’s a smart guy, and I consider him an authority.
I love visiting Rand’s site because it’s a fantastic experience.

36. Your Site’s Branding & UX Matter
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#21
Rand’s a smart guy, and I consider him an authority.
I love visiting Rand’s site because it’s a fantastic experience.

37. Your Site’s Branding & UX Matter
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#21
Even if you’re an expert,
a bad UX and poor branding
can cause your message
to get lost.

38. Demonstrate Your Expertise & Value
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#22
Invest time participating in communities
where you can demonstrate your expertise.

39. AuthorRank Protects You
@mike_arnesen
#AdvancedAuthorRank #Mozinar
A site with high PR and extremely low AR could
indicate a suspicious link profile.
#23

40. AuthorRank Protects You
@mike_arnesen
#AdvancedAuthorRank #Mozinar
A site with high AR Authors and low PR may deserve
additional attention.
#23

41. AuthorRank Protects You
@mike_arnesen
#AdvancedAuthorRank #Mozinar
A site with high PR and high AR Authors is the
perfect combination.
AuthorRank could keep you
safe from penalties.
#23

42. Remember the WHY
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#24
We all just want to connect
with other people.

43. BECOME an Authority
Become the experts, !
that Google wants !
! ! !to see promoted !
in search results.!
@mike_arnesen
#AdvancedAuthorRank #Mozinar
#25

44. @mike_arnesen
#AdvancedAuthorRank #Mozinar
Increased SERP visibility,
higher CTR, and positive
ROI are amazing.

45. @mike_arnesen
#AdvancedAuthorRank #Mozinar
Yet the value of building
real authority and trust
with your audience is
immeasurable.

46. @mike_arnesen
#AdvancedAuthorRank #Mozinar
Authorship
is just the beginning

47. AuthorRank
lets us make the web
a better place.
@mike_arnesen
#AdvancedAuthorRank #Mozinar

48. For any tool or post I mentioned, plus some
other great stuff…bit.ly/authorrankmozinar
@mike_arnesen
#AdvancedAuthorRank #Mozinar
Thank You

49. Q&A Time!!
@mike_arnesen
www.swellpath.com
mike.arnesen@swellpath.com
http://seomoz.org/webinars!