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Google Authorship – why OUR authority is in YOUR best interests

By on Oct 16, 2013 in Site, Social

Google authorship: why it matters and how we use it

Why it matters, and how we use it for you.

As you know, over the past few years Google has been continuously improving and refining its online search algorithms. The result is that it now ranks content the way a human being would, rather than the way a tool would. Instead of keywords and phrases counting for anything, resulting in hard-to-read, keyword-dense unreadable drivel, Google now values most (as do real people) content that is:

Now, FRESH is easy: at aXent we spend many hours of every day finding every piece of news that relates to your business. We craft these snippets into news gold, and post the articles on your blog, from where we share them around the world using social media distribution. In much the same way, RELEVANT is a walk in the park. It’s relevant because we’ve created it specifically for you, for your niche, and for people interested in what you do. Again, we put hours of research, energy and brainstorming into getting this mix just right.

Putting authorship to work – for YOU

Now, how about trustworthy? That’s an interesting question – in fact, it’s one that has been the subject of a recent TED talk, which just goes to show the extent to which our society values (and is fascinated) by the elusive and hard-to-quantify subject of trust. (Watch the talk here).

The speaker, Baroness Onora Oneill, makes the point that trust is only valuable when the object of the trust is trustworthy. And trustworthiness needs to be demonstrated: we need to earn our readers’ trust. And your readers’ trust. And above all: Google’s trust.

“But,” you may ask, “how can this be done?” Well, it’s quite simple, really. Google has started to take note of who says what on the internet, and to rank them according to our previously established criteria: freshness of content, relevance to the search term for which the content is found, and authority of the writer. This information is bundled together in a set of metrics referred to as “Google Authorship“.

Using this understanding, aXent has spent the last several months and years building up strong authorship rankings for each writer on our team. We generate a lot of content every day, and we share this across a wide range of networks. So it wasn’t that hard to find the content we had created: it was simply a matter of claiming ownership of the content we’d already created. This is done on the front end and back end of an article, and it sends signals to Google that we are, in fact, the creators of a specific piece of content.

Google gathers all the data about all the articles we create. It compares the articles with one another and others on the web to determine whether the writing is any good (and it is), whether the content is relevant to he niche for which it was written (and it is), and whether web users find it, read it and share it (and they do). We have applied this principle to our personal blogs, our company blog, and all the blogs we maintain for customers around the world.

What does this mean for you?

As a result, Google now has a history on our work. That means that when Google sees an article written by a member of our team, it knows that we do our homework. Google knows that the article we’ve written is likely to be current, relevant, and readable. This is in Google’s interests as much as it is in yours, because Google aims to deliver the best possible search experience to its users. And the result is an article that will quickly rank more highly than similar articles for the same search terms. Over time, this aggregates into an upward trend in your website stats – a very good thing indeed.

So when you see an aXent author profile at the bottom of an article on your website, remember: we’re doing it for you.

Vanessa Davies is the head of aXent Associates, a team of writers, designers and social media strategists working on online content around the world. Writing, technology, online marketing, education, nutrition and personal growth are just a few of the many interests she spends her daily research time on every day. You can follow Vanessa on Twitter or Google+.

Great content writing, combined with a marketing strategy based on decades of online marketing success form the foundation of a potent relationship marketing plan.