Hi everyone, this is Lisa Allen, and in today’s training I have part two for you of increasing SERP Click through, which will be all about authorship.
Now as you’ve probably noticed, some of the search engine results have pictures of the authors included next to them, and this really increases the visibility of the results page listing.
But it also does something more. It creates instant credibility and trust. It says, this person is an expert and their content is worth reading.
Using Authorship for Personal Branding
You can see this effect all over the place with many famous people who have successfully branded themselves so that their NAME and FACE carries it’s own power and meaning. People know what they stand for.
These guys don’t hide behind a mask. they aren’t afraid to put their name on their content. And that makes their content a magnet for clicks.
So by emulating some of the ways they do things, you too can become a bit famous in your niche. And that will generate clicks for you.
So now that you understand the dual nature of what we are working with on authorship, let’s get into the technical details of how to get your trustworthy face into the SERPS.
3 Steps to Better SERP Visibility as an Author
What we have here is a diagram of how it works on the tech level.
You can see we essentially have three things we need to accomplish.
Step #1 – First, you can see we have your domain. And on that domain, there is a blog post or page that you hope to get your photo shown next to in the SERPs.
Also on that same domain is an author profile page of some sort.
It can be an About Me Page, An author post archive, or some other type of page that you designate as your profile page, but it MUST reside on the same domain as the blog posts.
Each blog post should have a link on the page to that profile page which uses the rel=Author markup in the anchor tag.
Step #2 – Second, the Profile page must have it’s own link to another profile, for instance, your google+ profile is very useful for this.
Now because this link is offsite, instead of using rel=Author, you’ll use Rel = me in the link.
Step #3 – And in the last step, you verify that the profile you linked to is really yours.
How do you do this? By creating a reciprocal link back to your domain also with the rel=me tag.
This makes it very hard for someone else to claim thair their material or site is yours impersonate you, or affect your reputation by what they publish under your name.
SERP Authorship Walk-through
So now let’s just walk through it on this blog so you can see a working example.
First, you’ll notice I placed an About Me widget on my sidebar, so it will appear on every post on my site. This is just a simple text widget, where I entered basic HTML to display my photo, a link, and some text.
And if you examine the link, you can see that in the html, it uses the rel=author link to go to this simple About Me page.
Now, on the About Me page, we needed a link out to an external profile. And for this example, I’ve used my Google+ account.
Where is the link? Actually I cheated a little and put it right in the social icons that appear all over the site. So let’s look at the html for the google+ button.
And in the HTML, you can see the Google+ profile URL, and the rel=me attribute.
Now Google+ is probably the trickiest thing out of all three steps. You need to go to your Google+ profile, login, and then “Edit Profile”
Scroll down to “Other Profiles” and add your domain here.
Just click on Add a Custom Link, and fill in the display text and the domain URL.
Then click Save. And then click on Done Editing at the top of your Profile.
If you go back to the About tab of your profile, and look at the link, you’ll see it now has the rel=me attribute back to your domain. That’s It. You’ve verified the relationship.
Now I should mention that you can also add yourself as a contributor to your blog or site, but that won’t get the required rel=me tag in the link to complete the circle.
Testing your Authorship Rich Snippets
Once you have completed these steps, head over to the Google Rich Snippets testing tool
If everything is working right, I should see my picture next to the SERP listing preview for my posts. So let’s check it by plugging in yesterday’s post URL and clicking on Preview.
So now you can see I not only have my picture showing up, but my name is also there in the listing, linking to my Google+ profile, and I even have a link to more of my posts.
So that’s it for this post on using Authorship to get more clicks in the search engine results pages.
Don’t forget to download my SERP Power Authorship Checklist and leave your comments below. I love hearing from you!