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Back in June 2011, the head of Google’s web spam team, Matt Cutts; announced that they would be attributing content to original authors. Authors are now going to be directly connected to all of their content. In a nutshell, if you have previously produced high quality content, your future content is more likely to get ranked highly in Google. This is obviously significant, and it makes sense to begin establishing yourself as a good author now, so that Google will favour you and your content in the future.

Firstly, you will need to get your authorship set up, take a look at this guide to Google authorship. It will provide you with all of the technical details to get everything set up. In this article, we are going to be looking at the reasons why it is so important, and the key thing to consider when developing your authorship.

Why is it so Important?

Authorship is a massive change. If you want to get ahead of your competitors, or even keep up with them, you are going to have to adjust your tactics and develop your authorship. Authorship is making writers accountable for what they produce by connecting the content to your Google + profile. This means that where the content is posted is becoming less important, it’s now about who wrote it. The concept is fairly new, and it is not in full force yet. This means that if you adopt it now, you are preparing yourself for the future. Google has made it clear that authorship is going to be a massive part of their algorithm eventually. Getting set up and familiar with it now will mean you will reap the rewards in time to come.

Your Audience is Key

It’s not just Google that will begin recognising you as an author and trusting your content more, people will too. And to be honest, the two come hand in hand. If people appreciate your content, Google will too. Google’s algorithms have become so advanced now that unethical, black hat techniques have quickly become a thing of the past. The best thing to do is write killer content with the reader in mind. What kind of content do they want? What questions do they want answered? Think about their needs, desires and concerns, and the rankings will come, and your authorship will develop.  Writing with the users in mind instead of the search engines has always been the best way to do SEO if you want excellent results. The difference is, nowadays it is the only way to get excellent results.

Following the massive surge of changes to Google’s algorithm we have seen recently, it’s no longer possible to trick Google into thinking your site is worth ranking, the best thing to do is just make your SEO efforts look natural. In order to do that, it is best to just do what Google wants, and they want Google Authorship.

Beth is a member of our SEO team and works as a Search Marketing Executive. Her role is to write creative copy and help clients optimise their website.


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