Building authority continues to be critical in search engine results, regardless of the fall of Google’s semantic authorship markup. Optimizing your meta data, headlines and being on top of trending keywords helps your news content rank. Whether or not search engines continue to evolve and incorporate author credibility as a ranking factor, authority and influencer tools enable brand publishers to have even more control over the quality and credibility of their content.
Whether or not search engines continue to evolve and incorporate author credibility as a ranking factor, authority and influencer tools enable brand publishers to have even more control over the quality and credibility of their content.
Your goal as a marketing or public relations professional is no longer to have SEO-heavy content on your brand’s newsroom, website or blog. Today’s goal is more about increasing the amount of powerful and magnetic content on your site while following optimization best practices and finding the right authors to create that content.
At the core of any public relations framework should be the creation of newsworthy, relevant content that’s leveraged on every level to reach the right audience, and subject matter experts, authority and influence should be part of that equation. Once you have authorship integrated into your brand’s publishing strategy, the next step is to find influential writers to contribute to your branded content who understand and have authorship established on their ends.
Influential content creators often boast a strong social follower base and have a tribe of evangelists. When influencers share content, it resonates with more people and in more relevant circles, and that tribe of followers is more apt to promote the author’s content. This in turn turns more heads toward your content and brand.
Bylines may be a key signal to Author Rank moving forward. More importantly, content quality will be the biggest contributor of search strength. While Google will continue to tweak their search algorithms, the goal of marketing and public relations content creators should focus on carving out a niche and authoring outstanding content. Read more…