How Google Authorship and Content Marketing Go Hand in Hand

Google authorship contentSEO watchers have seen the rise of Google Authorship playing a part in the content marketing puzzle aligned with search results

According to Google Webmaster Central, Authorship is Google’s program to build a substantial connection between the person’s Google+ profile and a person’s content on the web. A user’s Google+ account can be extremely important for continued search viewability, not only for the individual, but also for business and marketing means as well. And that means gold in content marketing terms.

Observers have noted how Google is promoting Google authorship to content producers on the web. Google’s Authorship drive is to further extend the power of its search rankings with its Google+ social platform.

Content marketers like professional bloggers already share their blog posts, podcasts and video streams to their social profiles. In doing so, these pro bloggers become verified with Google Authorship accounts. The goal for authors is credibility. Google ranks them according to the writer’s credibility on specific topics, and then links this credibility back to the person’s Google+ profile, helping to build that human connection. The successful ones are already winning.



Know Your Audience

For all content marketers, it’s important to consider the so-called ‘audience persona’ to build up Authorship ranking. Who makes up one’s online audience? Customers? Competitors? When you write content for the Web, the audience persona gives context to your work.

Writing about solar roofing panels for industry influencers could have all the meaning in the world with the right content for the right audience. Keep your content consistent, with the right tone and direction, to create a successful persona in the making. Consistency in persona keeps everyone focused on the relevant content, making communication work for an individual or business.

Link Content To Google +

More people are waking up to the power of the Google+ platform and its function as a layer on top of content for which you are searching. If you are running an online clothing retailer and you want higher search rankings for your merchandise, it would make sense to link your company’s content marketing methods with the site’s Google+ profile. Writing blog posts at the company site, linking them to your Google+ account and spreading those links all over social media channels can have a profound effect on your company’s search rankings.

Here are examples of some of the content that would work for such a company to build engagement with customers:

  • Online videos at YouTube, Vimeo, Viddlar and others featuring your merchandise and people interacting with others
  • Engaging, relevant blog content, with a mix of inbound and outbound links
  • Strong social media sharing of content (to gain higher connection of tweets to content). Share videos, presentations and podcasts
  • Colorful, persuasive infographic material that is widely shared can do wonders for your content
  • Tutorial content – Teach and show at the same time. The team at iAcquire New York does this type of content on a regular basis.

Reader Interaction

All of a content marketer’s efforts toward building a positive, increasing search rank can be all for naught unless your readers are interacting with your content.

One of the best examples of readers interacting with a blogger’s views comes at the blog of well-known tech venture capitalist Fred Wilson at his blog AVC.com. Rare is the day when comments do not go over the 100-plus mark. When readers interact and comment on content to that sustained extent, it is the peak of great content marketing on the Web.




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With nearly 30 years of integrated marketing experience, Diane is the founder of SBMarketingTools.com and author of the award-winning book PR Tools to Toot Your Own Horn. Diane also runs Marine Marketing Tools, a site that bridges her passion for boating and small business marketing, and two boating lifestyle sites: MyBoatLife.com and BoaterKids.com.