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GOOGLE TRUST SIGNALS
GOOGLE+, AUTHORSHIP, AND SHIFTING PUBLISHER POWER
@iACQUIREiACQUIRE.COM
trusling@iacquire.com
@tomrusling
https://plus.google.com/+TomRusling
General Manager, iAcquire
TOM RUSLING
About iAcquire
FOUNDED 2009
Hurray! We’re turning four!
LOCATED IN AZ & NYC
Coming to San Diego in 2014
1 EMPLOYEE / CLIENT
95 content marketing specialists
@tomruslingiacquire.com
@tomruslingiacquire.com
Overview
• Context on Google+
• Authorship: Authority at the page level
• Authorship: Authority at the domain level
• Power shifting back to creators
@tomruslingiacquire.com
The early days of Google+
Question One
When Google + launched in 2011 who here felt it was a
lame attempt for Google to compete with Facebook?
@tomruslingiacquire.com
The early days of Google+
Question Two
Who here today still feels that Google+ is more or
less a failure for Google?
DOCUMENT
AUTHORITY:
THE OLD WAY
* Publisher Authority historically has been based strongly on links to
the page + links to the domain
iacquire.com @tomrusling
Document
Ranking Authority
Publisher Authority
It Has Been all about the WHERE
and not at all about the WHO
Google filed in 2005 with a
filing for continuation in 2011
GOOGLE
AGENTRANK
For some information sources, all of the content is
under the control of a single agent. In such cases, the
reputation of the agent can be directly correlated with
the content of the information source. In other cases,
however, control may be delegated among several
agents, each controlling a partition of the information
source. To the extent that these partitions can be
identified, agent reputation can be calculated at the
partition level.
“
”
iacquire.com @tomrusling
QUOTE TIME
iacquire.com @tomrusling
Within search results, information tied to
verified online profiles will be ranked higher
than content without such verification,
which will result in most users naturally
clicking on the top (verified) results. The
true cost of remaining anonymous, then,
might be irrelevance.
“
”The New Digital Age by Eric
Schmidt, Chairman of Google
(April 2013)
@tomruslingiacquire.com
What is google+ ?
Google+ is a social networking
and identity service that is
owned and operated
by Google
- Eric Schmidt at the Media Guardian Edinburgh
International TV Festival (August 2011)
So the solution of course that we’ve
come up with is called Google+,
which is in essentially early beta, and
it looks like it’s doing very well so far.
It essentially provides an identity
service…
“
”
@tomruslingiacquire.com
The new document authority
Publisher Authority
<link rel="author" href="https://plus.google.com/103327559741952477457/"/>
Agent AuthorityDocument Authority
@iacquireiacquire.com
In Late 2013 Matt Cutts Told Us
to Expect To See Agent Rank This
Year and Also A Reduction of
Authors in SERPs.
@tomruslingiacquire.com
Authorship In Flux
Via Moz Cast data
@iacquireiacquire.com
True to his word, Authors in the serps Were reduced
but does this mean
authorship is less important?
Domain Authority
Definition: The overall level of trust a domain has in the eyes of a search engine and
it traditionally driven by factors including domain age, popularity (links), size,
freshness of content.
• It’s important because search engines prefer to highly rank content on sites that
are considered trustworthy and authoritative.
• It traditionally has been tied to volume, type, and quality of links from documents
on other trusted domains.
@tomruslingiacquire.com
Domain Authority: SEO MOZ 2013 SURVEY
@tomruslingiacquire.com
Domain level authority link metrics
Page-level Link Metrics
Page-Level Keyword & Content-based
Page-level, Keyword-Agnostic Features
Domain Level Brand Metrics
User Usage & Traffic/Query Data
Page-level Social Metrics
Domain Level Keyword Usage
Domain Level Keyword-Agnostic Features
@tomruslingiacquire.com
Domain Authority
MOZ 2013 Search Engine Ranking Factors Survey
*Listed as less of a factor than page load speed!
FACTOR Importance Rating
Page Level Keyword-Agnostic Features Mid Level Factor*
Overall Algorithm Not Mentioned
Domain Level Brand Metrics​ Not Mentioned
Domain Level Keyword-Agnostic Features​ Not Mentioned
iacquire.com
Domain Authority
Question:
Could a collection of diverse highly trusted authorship
contributions act as a key trust indicator of a domain, rather
than just a page-level trust signal?
iacquire.com
Domain Authority
The Future of Building Domain
Authority?Feature a collection of authenticated posts from a collection of
highly trusted author ‘agents’ who create engaging content
which garners social interaction, comments, and links.
@iacquireiacquire.com
Authenticated Digital Signatures Are
Superior To Links. Google is moving
from “Strings” to “Things”.
Print Journalism
@tomruslingiacquire.com
Print Journalism: An Economy In Shambles
@tomruslingiacquire.com
Print Journalism: An Economy In Shambles
@tomruslingiacquire.com
Trust
Distribution
TWO TRADITIONAL
KEY FEATURES OF
NEWSPAPERS
iacquire.com @tomrusling
POWER IS
COMING BACK
TO THE HANDS
OF THE
CREATORS
iacquire.com @tomrusling
@tomruslingiacquire.com
But What Does that mean?
Internet Graphs
@tomruslingiacquire.com
Publisher Graph Social Graph Author Graph
(early 2000’s version)
+ +
?
@tomruslingiacquire.com
VoiceRank™
iAcquire’s agent graph and scoring system created to evaluate the authority and trust of
established authors on the web.
• Frequency posts by the writer ‘agent’
• Authenticated article metrics
• Publisher authority metrics
• Links and citations to authenticated articles
• Social interaction and comments
Engagement Factors & Signals
@TomRuslingiacquire.com
VOICERANK VOICEGRAPH:
To Date:
• Top 70,000 Digital Publications
(blogs, magazines, news sites)
• Analyzed last 30 days of posts for use of Google+ Authorship
• Discovered over 25,000 unique Google+ authenticated author
profiles
EARLY FINDINGS
@tomruslingiacquire.com
Top 70,000 Sites Top 2,500 Sites Top 500 Sites
16.4%
G+ Usage
24.8%
G+ Usage
37.8%
G+ Usage
11,459
sites 620
sites 189
sites
VOICERANK EARLY FINDINGS
@tomruslingiacquire.com
A New Writing Economy
• Marketers will place great value on the “who” and not
just the “where”
• Writers become part of the value chain
• A newly defined economy and career path for
established writers
“Those who tell the stories
rule the world”
RECREATING THE
WRITING
ECONOMY
iacquire.com @tomrusling
- Plato
A platform to connect
publishers with trusted,
high authority writers
Publishers of all kinds will
open up their purse strings
to attract high authority
writers
Authors with higher
VoiceRank™ will be
significantly rewarded
SO WHAT?
Change the way you
approach content
development for your
business website
Affect how you develop
your personal brand and
thought leadership in
your category
21
Photo Courtesy of Mike Arnesen
Look for authorship to
be a key trust signal for
your entire domain in
the future
3
THANK YOU!
@iACQUIREiACQUIRE.COM
iacquire.com
Resources
• Moz – “How to Prepare for AuthorRank and Get the Jump on Google”
• Search Engine Land – “What Social Signals Do Google & Bing Count?”
• Google Patent App
• SEO By the Sea – “Agent Rank or Google Plus as an Identity Service or Digital Signature”
• Core PHP – “Complete Guide to Google Authorship for SEO”
• Wikipedia – “Graph Theory”
• Wikipedia – “Open Graph”

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Google Trust Signals: Google+ Authorship and Shifting Publisher Power

  • 1. GOOGLE TRUST SIGNALS GOOGLE+, AUTHORSHIP, AND SHIFTING PUBLISHER POWER @iACQUIREiACQUIRE.COM
  • 3. About iAcquire FOUNDED 2009 Hurray! We’re turning four! LOCATED IN AZ & NYC Coming to San Diego in 2014 1 EMPLOYEE / CLIENT 95 content marketing specialists @tomruslingiacquire.com
  • 4. @tomruslingiacquire.com Overview • Context on Google+ • Authorship: Authority at the page level • Authorship: Authority at the domain level • Power shifting back to creators
  • 5. @tomruslingiacquire.com The early days of Google+ Question One When Google + launched in 2011 who here felt it was a lame attempt for Google to compete with Facebook?
  • 6. @tomruslingiacquire.com The early days of Google+ Question Two Who here today still feels that Google+ is more or less a failure for Google?
  • 7. DOCUMENT AUTHORITY: THE OLD WAY * Publisher Authority historically has been based strongly on links to the page + links to the domain iacquire.com @tomrusling Document Ranking Authority Publisher Authority
  • 8. It Has Been all about the WHERE and not at all about the WHO
  • 9. Google filed in 2005 with a filing for continuation in 2011 GOOGLE AGENTRANK For some information sources, all of the content is under the control of a single agent. In such cases, the reputation of the agent can be directly correlated with the content of the information source. In other cases, however, control may be delegated among several agents, each controlling a partition of the information source. To the extent that these partitions can be identified, agent reputation can be calculated at the partition level. “ ” iacquire.com @tomrusling
  • 10. QUOTE TIME iacquire.com @tomrusling Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance. “ ”The New Digital Age by Eric Schmidt, Chairman of Google (April 2013)
  • 11. @tomruslingiacquire.com What is google+ ? Google+ is a social networking and identity service that is owned and operated by Google - Eric Schmidt at the Media Guardian Edinburgh International TV Festival (August 2011) So the solution of course that we’ve come up with is called Google+, which is in essentially early beta, and it looks like it’s doing very well so far. It essentially provides an identity service… “ ”
  • 12. @tomruslingiacquire.com The new document authority Publisher Authority <link rel="author" href="https://plus.google.com/103327559741952477457/"/> Agent AuthorityDocument Authority
  • 13. @iacquireiacquire.com In Late 2013 Matt Cutts Told Us to Expect To See Agent Rank This Year and Also A Reduction of Authors in SERPs.
  • 15. @iacquireiacquire.com True to his word, Authors in the serps Were reduced but does this mean authorship is less important?
  • 16. Domain Authority Definition: The overall level of trust a domain has in the eyes of a search engine and it traditionally driven by factors including domain age, popularity (links), size, freshness of content. • It’s important because search engines prefer to highly rank content on sites that are considered trustworthy and authoritative. • It traditionally has been tied to volume, type, and quality of links from documents on other trusted domains. @tomruslingiacquire.com
  • 17. Domain Authority: SEO MOZ 2013 SURVEY @tomruslingiacquire.com Domain level authority link metrics Page-level Link Metrics Page-Level Keyword & Content-based Page-level, Keyword-Agnostic Features Domain Level Brand Metrics User Usage & Traffic/Query Data Page-level Social Metrics Domain Level Keyword Usage Domain Level Keyword-Agnostic Features
  • 18. @tomruslingiacquire.com Domain Authority MOZ 2013 Search Engine Ranking Factors Survey *Listed as less of a factor than page load speed! FACTOR Importance Rating Page Level Keyword-Agnostic Features Mid Level Factor* Overall Algorithm Not Mentioned Domain Level Brand Metrics​ Not Mentioned Domain Level Keyword-Agnostic Features​ Not Mentioned
  • 19. iacquire.com Domain Authority Question: Could a collection of diverse highly trusted authorship contributions act as a key trust indicator of a domain, rather than just a page-level trust signal?
  • 20. iacquire.com Domain Authority The Future of Building Domain Authority?Feature a collection of authenticated posts from a collection of highly trusted author ‘agents’ who create engaging content which garners social interaction, comments, and links.
  • 21. @iacquireiacquire.com Authenticated Digital Signatures Are Superior To Links. Google is moving from “Strings” to “Things”.
  • 23. Print Journalism: An Economy In Shambles @tomruslingiacquire.com
  • 24. Print Journalism: An Economy In Shambles @tomruslingiacquire.com
  • 25. Trust Distribution TWO TRADITIONAL KEY FEATURES OF NEWSPAPERS iacquire.com @tomrusling
  • 26. POWER IS COMING BACK TO THE HANDS OF THE CREATORS iacquire.com @tomrusling
  • 28. Internet Graphs @tomruslingiacquire.com Publisher Graph Social Graph Author Graph (early 2000’s version) + + ?
  • 29. @tomruslingiacquire.com VoiceRank™ iAcquire’s agent graph and scoring system created to evaluate the authority and trust of established authors on the web. • Frequency posts by the writer ‘agent’ • Authenticated article metrics • Publisher authority metrics • Links and citations to authenticated articles • Social interaction and comments Engagement Factors & Signals
  • 30. @TomRuslingiacquire.com VOICERANK VOICEGRAPH: To Date: • Top 70,000 Digital Publications (blogs, magazines, news sites) • Analyzed last 30 days of posts for use of Google+ Authorship • Discovered over 25,000 unique Google+ authenticated author profiles EARLY FINDINGS
  • 31. @tomruslingiacquire.com Top 70,000 Sites Top 2,500 Sites Top 500 Sites 16.4% G+ Usage 24.8% G+ Usage 37.8% G+ Usage 11,459 sites 620 sites 189 sites VOICERANK EARLY FINDINGS
  • 32. @tomruslingiacquire.com A New Writing Economy • Marketers will place great value on the “who” and not just the “where” • Writers become part of the value chain • A newly defined economy and career path for established writers
  • 33. “Those who tell the stories rule the world” RECREATING THE WRITING ECONOMY iacquire.com @tomrusling - Plato A platform to connect publishers with trusted, high authority writers Publishers of all kinds will open up their purse strings to attract high authority writers Authors with higher VoiceRank™ will be significantly rewarded
  • 34. SO WHAT? Change the way you approach content development for your business website Affect how you develop your personal brand and thought leadership in your category 21 Photo Courtesy of Mike Arnesen Look for authorship to be a key trust signal for your entire domain in the future 3
  • 36. iacquire.com Resources • Moz – “How to Prepare for AuthorRank and Get the Jump on Google” • Search Engine Land – “What Social Signals Do Google & Bing Count?” • Google Patent App • SEO By the Sea – “Agent Rank or Google Plus as an Identity Service or Digital Signature” • Core PHP – “Complete Guide to Google Authorship for SEO” • Wikipedia – “Graph Theory” • Wikipedia – “Open Graph”