Tag Archive | "Arrived"

The 2019 MozCon Final Agenda Has Arrived!

Posted by cheryldraper

If you can believe it, we’re only about a month away from MozCon 2019! July 15th can’t come soon enough, am I right?!

In March, we announced the initial agenda and in May we announced our community speakers. Today, we’re excited to bring you our final agenda — a fully loaded list of all the knowledge you can expect to gain from this year’s conference. 

Haven’t snagged your ticket yet? Don’t worry — we still have some left!:

I’m going to MozCon!

With the schedule set and the speakers hard at work polishing their presentations, here’s a look at the three action-packed days we have planned for you.


Monday, July 15th


7:30am–9:00am

Breakfast & registration


9:00am–9:20am

Welcome to MozCon 2019!

Sarah Bird, CEO of Moz

Our vivacious CEO will be kicking things off early on the first day of MozCon with a warm welcome, laying out all the pertinent details of the conference, and getting us in the right mindset for three days of learning.


9:20am–10:00am

Web Search 2019: The Essential Data Marketers Need

Rand Fishkin, Sparktoro

It’s been a rough couple years in search. Google’s domination and need for additional growth has turned the search giant into a competitor for more and more publishers, and plateaued the longstanding trend of Google’s growing referral traffic. But in the midst of this turmoil, opportunities have emerged, too. In this presentation, Rand will look not only at how Google (and Amazon, YouTube, Instagram, and others) have leveraged their monopoly power in concerning ways, but also how to find opportunities for traffic, branding, and marketing success.


10:00am–10:30am

Human > Machine > Human: Understanding Human-Readable Quality Signals and Their Machine-Readable Equivalents

Ruth Burr Reedy, UpBuild

The push and pull of making decisions for searchers versus search engines is an ever-present SEO conundrum. How do you tackle industry changes through the lens of whether something is good for humans or for machines? Ruth will take us through human-readable quality signals and their machine-readable equivalents and how to make SEO decisions accordingly, as well as how to communicate change to clients and bosses.


10:35am–11:15am

Morning break


11:15am–11:45am

Improved Reporting & Analytics Within Google Tools

Dana DiTomaso, Kick Point

Covering the intersections between some of our favorite free tools — Google Data Studio, Google Analytics, and Google Tag Manager — Dana will be deep-diving into how to improve your reporting and analytics, even providing downloadable Data Studio templates along the way.


11:45am–12:15pm

Local SERP Analytics: The Challenges and Opportunities

Rob Bucci, Moz

We all know that SERPs are becoming increasingly local. Google is more and more looking to satisfy local intent queries for searchers. There’s a treasure-trove of data in local SERPs that SEOs can use to outrank their competitors. In this session, Rob will talk about the challenges that come with trying to do SERP analytics at a local level and the opportunities that await those who can overcome those challenges.


12:20pm–1:50pm

Lunch


1:50pm–2:20pm

Keywords Aren’t Enough: How to Uncover Content Ideas Worth Chasing

Ross Simmonds, Foundation Marketing

Many marketers focus solely on keyword research when crafting their content, but it just isn’t enough if you want to gain a competitive edge. Ross will share a framework for uncovering content ideas leveraged from forums, communities, niche sites, good old-fashioned SERP analysis, tools and techniques to help along the way, and exclusive research surrounding the data that backs this up.


2:20pm–2:50pm

How to Supercharge Link Building with a Digital PR Newsroom

Shannon McGuirk, Aira Digital

Everyone who’s ever tried their hand at link building knows how much effort it demands. If only there was a way to keep a steady stream of quality links coming in the door for clients, right? In this talk, Shannon will share how to set up a “digital PR newsroom” in-house or agency-side that supports and grows your link building efforts. Get your note-taking hand ready, because she’s going to outline her process and provide a replicable tutorial for how to make it happen.


2:55pm–3:35pm

Afternoon break


3:35pm–4:05pm

From Zero to Local Ranking Hero

Darren Shaw, Whitespark

From zero web presence to ranking hyper-locally, Darren will take us along on the 8-month-long journey of a business growing its digital footprint and analyzing what worked (and didn’t) along the way. How well will they rank from a GMB listing alone? What about when citations were added, and later indexed? Did having a keyword in the business name help or harm, and what changes when they earn a few good links? Buckle up for this wild ride as we discover exactly what impact different strategies have on local rankings.


4:05pm–4:45pm

Esse Quam Videri: When Faking It Is Harder than Making It

Russ Jones, Moz

Covering a breadth of SEO topics, Russ will show us how the correct use of available tools makes it easier to actually be the best in your market rather than try to cut corners and fake it. If you’re a fan of hacks and shortcuts, come prepared to have your mind changed.


7:00–10:00 pm

Monday Night Welcome Party

Join us for a backyard tiki bar party at beautiful Block 41 in Belltown. Meet with fellow marketers over drinks, music, and catching sun on the patio. We look forward to bringing our community together to inaugurate MozCon on this special night. See you there!


Tuesday, July 16th


8:30am–9:30am

Breakfast


9:30am–10:00am

Building a Discoverability Powerhouse: Lessons from Merging an Organic, Paid, & Content Practice

Heather Physioc, VMLY&R

Search is a channel that can’t live in a silo. In order to be its most effective, search teams have to collaborate successfully across paid, organic, content and more. Get tips for integrating and collaborating from the hard knocks and learnings of managing an organic, paid and performance content team into one Discoverability group. Find out how we went from three teams of individual experts to one integrated Discoverability powerhouse, and learn from our mistakes and wins as you apply the principles in your own company.


10:00am–10:30am

Brand Is King: How to Rule in the New Era of Local Search

Mary Bowling, Ignitor Digital

Get ready for a healthy dose of all things local with this talk! Mary will deep-dive into how the Google Local algorithm has matured in 2019 and how marketers need to mature with it; how the major elements of the algo (relevance, prominence, and proximity) influence local rankings and how they affect each other; how local results are query-dependent; how to feed business info into the Knowledge Graph; and how brand is now “king” in local search.


10:35am–11:15am

Morning break


11:15am–11:45am

Making Memories: Creating Content People Remember

Casie Gillette, KoMarketing

We know that only 20% of people remember what they read, but 80% remember what they saw. How do you create something people actually remember? You have to think beyond words and consider factors like images, colors, movement, location, and more. In this talk, Casie will dissect what brands are currently doing to capture attention and how everyone, regardless of budget or resources, can create the kind of content their audience will actually remember.


11:45am–12:25pm

20 Years in Search & I Don’t Trust My Gut or Google

Wil Reynolds, Seer Interactive

What would your reaction be if you were told that one of Wil’s clients got more conversions from zero-volume search terms than search terms with 1000+ searches per month? It’s true. Wil found this out in seconds, leading him to really look at his whole client strategy through a new lens. It also made him question company-wide strategies. How prevalent is this across all clients? Don’t they all deserve to get these insights? It required him to dig into the long tail, deep. To use big data and see PPC data as insights, not just marketing.

What would your reaction be if you were told that Google’s “bad click” business could be generating as much annually as Starbucks or McDonalds?

Wil will be making the case for big data, agencies, and why building systems that looking at every single search term you get matched to is the future of search marketing.


12:30pm–2:00pm

Lunch


2:00pm–2:15pm

Super-Practical Tips for Improving Your Site’s E-A-T

Marie Haynes, Marie Haynes Consulting Inc.

Google has admitted that they measure the concept of “Expertise, Authoritativeness, and Trustworthiness” in their algorithms. If your site is categorized under YMYL (Your Money or Your Life), you absolutely must have good E-A-T in order to rank well. In this talk, you’ll learn how Google measures E-A-T and what changes you can make both on site and off in order to outrank your competitors. Using real-life examples, Marie will answer what E-A-T is and how Google measures it, what changes you can make on your site to improve how E-A-T is displayed, and what you can do off-site to improve E-A-T.


2:15pm–2:30pm

Fixing the Indexability Challenge: A Data-Based Framework

Areej AbuAli, Verve Search

How do you turn an unwieldy 2.5 million-URL website into a manageable and indexable site of just 20,000 pages? Areej will share the methodology and takeaways used to restructure a job aggregator site which, like many large websites, had huge problems with indexability and the rules used to direct robot crawl. This talk will tackle tough crawling and indexing issues, diving into the case study with flow charts to explain the full approach and how to implement it.


2:30pm–2:45pm

What Voice Means for Search Marketers: Top Findings from the 2019 Report

Christi Olson, Microsoft

How can search marketers take advantage of the strengths and weaknesses of today’s voice assistants? Diving into three scenarios for informational, navigational, and transactional queries, Christi will share how to use language semantics for better content creation and paid targeting, how to optimize existing content to be voice-friendly (including the new voice schema markup!), and what to expect from future algorithm updates as they adapt to assistants that read responses aloud, no screen required. Highlighting takeaways around voice commerce from the report, this talk will ultimately provide a breakdown on how search marketers can begin to adapt their shopping experience for v-commerce.


2:50pm–3:30pm

Afternoon break


3:30pm–4:00pm

Redefining Technical SEO

Paul Shapiro, Catalyst

It’s time to throw the traditional definition of technical SEO out the window. Why? Because technical SEO is much, much bigger than just crawling, indexing, and rendering. Technical SEO is applicable to all areas of SEO, including content development and other creative functions. In this session, you’ll learn how to integrate technical SEO into all aspects of your SEO program.


4:00pm–4:40pm

How Many Words Is a Question Worth?

Dr. Peter J. Meyers, Moz

Traditional keyword research is poorly suited to Google’s quest for answers. One question might represent thousands of keyword variants, so how do we find the best questions, craft content around them, and evaluate success? Dr. Pete dives into three case studies to answer these questions.


Wednesday, July 17th


8:30am–9:30am

Breakfast


9:30am–10:10am

Fraggles, Mobile-First Indexing, & the SERP of the Future

Cindy Krum, Mobile Moxie

Before you ask: no, this isn’t Fraggle Rock, MozCon edition! Cindy will cover the myriad ways mobile-first indexing is changing the SERPs, including progressive web apps, entity-first indexing, and how “fraggles” are indexed in the Knowledge Graph and what it all means for the future of mobile SERPs.


10:10am–10:40am

Killer CRO and UX Wins Using an SEO Crawler

Luke Carthy, Excel Networking

CRO, UX, and an SEO crawler? You read that right! Luke will share actionable tips on how to identify revenue wins and impactful low-hanging fruit to increase conversions and improve UX with the help of a site crawler typically used for SEO, as well as a generous helping of data points from case studies and real-world examples.


10:45am–11:25am

Morning break


11:25am–11:55am

Content, Rankings, and Lead Generation: A Breakdown of the 1% Content Strategy

Andy Crestodina, Orbit Media

How can you use data to find and update content for higher rankings and more traffic? Andy will take us through a four-point presentation that pulls together the most effective tactics around content into a single high-powered content strategy with even better results.


11:55am–12:25pm

Running Your Own SEO Tests: Why It Matters & How to Do It Right

Rob Ousbey, Distilled

Google’s algorithms have undergone significant changes in recent years. Traditional ranking signals don’t hold the same sway they used to, and they’re being usurped by factors like UX and brand that are becoming more important than ever before. What’s an SEO to do?

The answer lies in testing.

Sharing original data and results from clients, Rob will highlight the necessity of testing, learning, and iterating your work, from traditional UX testing to weighing the impact of technical SEO changes, tweaking on-page elements, and changing up content on key pages. Actionable processes and real-world results abound in this thoughtful presentation on why you should be testing SEO changes, how and where to run them, and what kinds of tests you ought to consider for your circumstances.


12:30pm–2:00pm

Lunch


2:00pm–2:15pm

Dark Helmet’s Guide to Local Domination with Google Posts and Q&A

Greg Gifford, Wikimotive

Google Posts and Questions & Answers are two incredibly powerful features of Google My Business, yet most people don’t even know they exist. Greg will walk through Google Posts in detail, sharing how they work, how to use them, and tips for optimization based on testing with hundreds of clients. He’ll also cover the Q&A section of GMB (a feature that lets anyone in the community speak for your business), share the results of a research project covering hundreds of clients, share some hilarious examples of Q&A run wild, and explain exactly how to use Q&A the right way to win more local business.


2:15pm–2:30pm

How to Audit for Inclusive Content

Emily Triplett Lentz, Help Scout

Digital marketers have a responsibility to learn to spot the biases that frequently find their way into online copy, replacing them with alternatives that lead to stronger, clearer messaging and that cultivate wider, more loyal and enthusiastic audiences. Last year, Help Scout audited several years of content for unintentionally exclusionary language that associated physical disabilities or mental illness with negative-sounding terms, resulting in improved writing clarity and a stronger brand. You’ll learn what inclusive content is, how it helps to engage a larger and more loyal audience, how to conduct an audit of potentially problematic language on a site, and how to optimize for inclusive, welcoming language.


2:30pm–2:45pm

Image & Visual Search Optimization Opportunities

Joelle Irvine, Bookmark Content

With voice, local, and rich results only rising in importance, how do image and visual search fit into the online shopping ecosystem? Using examples from Google Images, Google Lens, and Pinterest Lens, Joelle will show how image optimization can improve the overall customer experience and play a key role in discoverability, product evaluation, and purchase decisions for online shoppers. At the same time, accepting that image recognition technology is not yet perfect, she will also share actionable tactics to better optimize for visual search to help those shoppers find that perfect style they just can’t put into words.


2:50pm–3:30pm

Afternoon break


3:30pm–4:00pm

Factors that Affect the Local Algorithm that Don’t Impact Organic

Joy Hawkins, Sterling Sky Inc.

Google’s local algorithm is a horse of a different color when compared with the organic algo most SEOs are familiar with. Joy will share results from a SterlingSky study on how proximity varies greatly when comparing local and organic results, how reviews impact ranking (complete with data points from testing), how spam is running wild (and how it negatively impacts real businesses), and more.


4:00pm–4:30pm

Featured Snippets: Essentials to Know & How to Target

Britney Muller, Moz

By now, most SEOs are comfortable with the idea of featured snippets, but actually understanding and capturing them in the changing search landscape remains elusive. Britney will share some eye-opening data about the SERPs you know and love while equipping you with a bevy of new tricks for winning featured snippets into your toolbox.


7:00pm–10:00pm

Wednesday Night Bash

Bowling: check! Karaoke: check! Photo booth: check! Join us for one last hurrah as we take over the Garage. You won’t want to miss this closing night bash — we’ll have plenty of games, food, and fun as we mix and mingle, say “see ya soon” to friends new and old, and reminisce over our favorite lessons from the past 3 days.


See you there?

It’s not too late to sign up for MozCon 2019! We sell out every year, but we’ve still got tickets left for you to scoop up.

Grab my MozCon ticket now!

As much as we’d love to see you all there, we know that a trip to Seattle isn’t always feasible. If that’s the case for you, be on the lookout for the video bundle we’ll have available for purchase after the conference — get all the great insights from MozCon from the comfort of your home or office, and share them with your whole team!

Have questions? Pop them in the comments or head on over to our MozCon resource center where you can view FAQs, learn about our speakers, and get travel information. Once you buy your ticket, be sure to request access to our MozCon Facebook Group for enhanced networking with your fellow attendees!

Let the final countdown to MozCon 2019 begin!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


Moz Blog

Related Articles

Posted in Latest NewsComments Off

The 2016 #MozCon Video Bundle Has Arrived!

Posted by Danielle_Launders

We’re excited to announce that the MozCon 2016 Video Bundle is ready! That means no more #FOMO — you can catch up on all 27 sessions and over 15 hours of online marketing goodness from some of the brightest minds in the industry. Want to earn more featured snippets? Yup, we cover that. Looking for new tools and tactics for link acquisition? You’ll learn that, too!

Can’t wait to get started? Feel free to jump ahead:

Buy the MozCon 2016 Video Bundle

If you attended MozCon 2016, don’t worry — the videos are included with your ticket. Just check your inbox for an email containing a unique link to redeem a free “purchase.”

MozCon 2016 was the best yet, and I’m not just saying that because I want ya’ll to join me at MozCon 2017. We are really proud of our program this year and can’t wait to share it with everyone, we think you’ll learn a ton and fall in love with the speaker lineup and presentations as much as we did.


The polls are in…

Here’s what our attendees had to say about their experience at MozCon:

Out of the attendees that completed the survey, over 60% said that the content presented was interesting and relevant to their work, while over 80% found that the content itself was advanced enough.

The bundle itself

You’ll have access to all of the presentations, which includes videos of the speakers as well as their slide decks.

For $ 299, the MozCon 2016 Video Bundle gives you instant access to:

  • 27 videos, that’s over 15 hours of content from MozCon 2016
  • Stream or download the videos to your computer, tablet, or phone. The videos are iOS, Windows, and Android compatible
  • Downloadable slide decks for all presentations

Buy the MozCon 2016 Video Bundle

Ready for your free full session?

We understand wanting to take a test drive before signing on the dotted line, which is why we’re sharing one of our highly-rated sessions with you! You can see what MozCon 2016 is all about with a full session from Joe Hall. He shares how information architecture shapes the way we organize data and build websites and how to rethink IA for SEO and content marketing.

A big and special thanks to everyone on the Moz team that worked hard to make these videos available (and in less than a month after the show!). It definitely takes a village. I want to send thanks (and hugs!) to the crew that worked so hard to process, edit, design, build, code, and more to make this happen. We wish you happy learning and hope to see you at MozCon 2017 in July.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


Moz Blog

Posted in Latest NewsComments Off

The 2015 #MozCon Video Bundle Has Arrived!

Posted by EricaMcGillivray

The bird has landed, and by bird, I mean the MozCon 2015 Video Bundle! That’s right, 27 sessions and over 15 hours of knowledge from our top notch speakers right at your fingertips. Watch presentations about SEO, personalization, content strategy, local SEO, Facebook graph search, and more to level up your online marketing expertise.

If these videos were already on your wish list, skip ahead:

If you attended MozCon, the videos are included with your ticket. You should have an email in your inbox (sent to the address you registered for MozCon with) containing your unique URL for a free “purchase.”

MozCon 2015 was fantastic! This year, we opened up the room for a few more attendees and to fit our growing staff, which meant 1,600 people showed up. Each year we work to bring our programming one step further with incredible speakers, diverse topics, and tons of tactics and tips for you.


What did attendees say?

We heard directly from 30% of MozCon attendees. Here’s what they had to say about the content:

What percentage of the presentations did you find interesting? 53% found 80%+ interesting to their work.

Did you find the presentations to be advanced enough? 74% found them to be just perfect.

Wil Reynolds at MozCon 2015


What do I get in the bundle?

Our videos feature the presenter and their presentation side-by-side, so there’s no need to flip to another program to view a slide deck. You’ll have easy access to links and reference tools, and the videos even offer closed captioning for your enjoyment and ease of understanding.

For $ 299, the 2015 MozCon Video Bundle gives you instant access to:

  • 27 videos (over 15 hours) from MozCon 2015
  • Stream or download the videos to your computer, tablet, phone, phablet, or whatever you’ve got handy
  • Downloadable slide decks for all presentations


Bonus! A free full session from 2015!

Because some sessions are just too good to hide behind a paywall. Sample what the conference is all about with a full session from Cara Harshman about personalization on the web:


Surprised and excited to see these videos so early? Huge thanks is due to the Moz team for working hard to process, build, program, write, design, and do all the necessaries to make these happen. You’re the best!

Still not convinced you want the videos? Watch the preview for the Sherlock Christmas Special. Want to attend the live show? Buy your early bird ticket for MozCon 2016. We’ve sold out the conference for the last five years running, so grab your ticket now!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


Moz Blog

More Articles

Posted in Latest NewsComments Off

Has Google’s Author Rank Arrived?

Image of snooker scoreboard

In this article I am going to provide a short review of the recent events related to Authorship and Google’s In-Depth Articles feature, and then provide my analysis as to what this means for Author Rank and the birth of “In-Depth Article SEO.”

Back in January of 2013, I predicted that Author Rank would become a real ranking signal during 2013. I wrote in more detail about Author Rank in March of 2013.

In case you haven’t seen Copyblogger’s recent articles about Author Rank, it all started to be something people speculated on when Google announced its rel=author intiative back in June of 2011.

It caused quite a stir in the online publishing world.

The rel=author tag was a way that authors could tag content that they created, and the short term payoff would be placement of the author’s picture in the search results similar to this one:

The benefits of having the author’s picture next to their article were obvious, but it also marked the moment when the world became aware that Google collects behavior on individual authors. People were fast to speculate — surely Google wants this information for more than just giving the ability to provide rich markup in the search results?

Not much was heard after that until Google announced In-Depth Articles. Here is how that looks in the wild:

What you are seeing is the bottom of the search results page for the search “US Constitution.” At the bottom you see a brand new search feature, a highlighted set of articles the address the topic in a comprehensive manner. Finally, there was an additional payoff to rel=author tagging!

A forewarning from Google’s Chairman

Just 19 days after my predictions for 2013, the Wall Street Journal published its comments on The New Digital Age, a book written by Google’s chairman, Eric Schmidt. These comments included this quote (bold is mine):

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.

This is a powerful statement by one of the most powerful people in Google. Schmidt makes it clear that Authorship will be a very material factor in search ranking.

Analysis

In-Depth Articles was the first time Google clearly showed one way that they could potentially leverage Author Rank to impact search results.

Frankly, I cheered at Google’s statement in the announcement of the rationale for this initiative: “up to 10% of users’ daily information needs involve learning about a broad topic.” Yes, people actually do sometimes want to do real research, not just get a sound bite. Readers of Copyblogger and/or my writings know that we both have always believed that.

One of the more interesting statements about the initiative is on the Google Webmaster Tools Help page on in-depth articles:

Authorship markup helps our algorithms to find and present relevant authors and experts in Google search results.

This is the one statement made by Google in connection with In-Depth Articles that sounds like it is talking about Author Rank. Note though that the orientation of the statement has more of a “discovery” flavor to it. I think this is one big key to thinking about the true meaning of the in-depth articles feature.

From Google’s perspective, it is important that we think of in-depth articles as a new search feature, because this is what it truly represents.

The fact that they see 10% of user’s daily information needs demanding in-depth content is huge. How huge? Let’s compare that to other types of market segments that people normally think of as huge:

You can see that many market segments that we think of as having huge volumes (travel, education, insurance, real estate) pale in front of the 10% number. Yet Google has given special treatment to many of these smaller market segments.

Consider the results for a search on “rome hotels”:

This tells us something — 10% is a whale of a segment, and Google has ample reason to target it. It is not even out of the question that this was one of the primary initial reasons for creating authorship in the first place. Don’t get me wrong, I think they will use it in other ways, but this use is a biggie.

The current implementation of In-Depth Articles, however, appears to be making more use of the publisher’s authority (“PublisherRank”) than AuthorRank. Personally, for a variety of reasons, I expect this to change in the future, but it is not playing a big role just yet. As Per Google’s statements, it looks like the current use is discovery oriented.

What does it all mean?

Let’s take a look for a moment at the local search segment. Here is an example result for a Google search on “rental cars”:

Hopefully, it will strike you the same way it did me. Google designed a unique search experience for local search, you can see that the results look different and where they show up in the overall search results page varies. In addition, what gets shown in the local search results is determined by a unique and different search algorithm.

Currently, the in-depth articles share all of these same attributes except the fact that they only show up at the bottom of the search page (i.e. their position on the page does not vary as it does with local).

The birth of in-depth article SEO

This is a new algo, and it looks like PublisherRank is the key to doing well in the rankings for this new category of search, and I would be shocked if Author Rank did not become a big part of the process going forward. That’s a mouthful right there, but it’s true. Why should you develop this expertise? Whatever market segment you are in, 10% is a huge chunk of it. Not only that, it is the particular chunk that communicates authority.

Would it be useful for your business, or your author, to be seen as the authority in your market? You bet. My last column here in Copyblogger was 21 Reasons Why You Must Become an Expert so you know where I stand on that question!

This new type of SEO will be extremely hard to game (hallelujah!). Claiming authorship for your site and establishing yourself as an authority in your topic are essential for success. Having a strong presence on Google Plus will probably also be a factor.

Google cannot easily pull comprehensive data from other social networks, but they can easily see all the data on Google Plus. Social engagement with content will represent a valuable signal for measuring overall authority of an author.

I am also going on record here to predict that over time you can expect the placement of in-depth article results to change. They will not always be placed at the bottom. If I am right — just like local search — you will have a unique type of search result pulled from a different data base, driven by a different algorithm, and with a different look and feel, and its position will be determined by Google’s sense as to how important in-depth articles are for that particular search query.

Consider the search query click through rate data released by Optify in 2012:

The 2nd postion in this study netted 12.5% of the clicks, and the 3rd position netted 9.5%. Compare that to the 10% figure representing demand for deeper levels of information and you will quickly see what I mean.

Conclusion

Taking Google’s statements at face value, Author Rank has indeed been born, albeit in a limited way, as its current application is as a factor for In-Depth Article SEO, but looking at examples of In-Depth Article results, the bigger factor appears to be Publisher Rank. It may be that Author Rank is a key driver of Publisher Rank, but we don’t really know.

As you consider these questions, keep in mind that Google does not rely solely on rel=author tagging to evaluate Authorship, or Author Rank. There is plenty of evidence that they use other sources to determine who authors are. After all, they can’t assume that all publishers know how to implement rel=author, or even that they know it exists. Also, keep in mind that Google has never used the term “Author Rank” or “Publisher Rank”, that’s a term that we in the industry like to use.

Over time, we will see Google experiment with the placement and presentation of in-depth articles. We will presumably begin to learn what some of the driving factors are in this type of SEO, but fortunately, these types of signals will be very hard to game.

Do you want to win at this type of SEO? Become one of the leading authorities in your field, and implement a smart strategy for promoting that expertise.

Author Rank will probably be used in other ways as well. As Eric Schmidt suggested in The New Digital Age, it may be used to determine who is irrelevant vs. who is not in way that can be a filter in basic search too. We will probably see some of these other applications in the coming months.

But, for now, know that demonstrating your (or your company’s) expertise is more important than ever.

About the Author: Eric Enge is President of Stone Temple Consulting, a digital marketing and search engine optimization (SEO) firm. He is also a speaker at industry conferences about SEO and Social Media. Get more from Eric on his blog, Twitter, or Google+.

Related Stories

Copyblogger

Posted in Latest NewsComments Off


Advert