One thing my NetSuite clients have in common is they use WordPress for their blogs. They need a blog to add fresh, relevant content in a way that doesn’t interrupt the sales process (like trying to add the same content on a product or item page). This is important for SEO (search engine optimization). With the infamous Google Panda and Penguin updates to their search algorithm, they made it clear that quality content is KING. Prior to these updates, many people who practiced SEO simply pumped out blog content with little regard for quality. Placing poorly written works on other people’s blogs was a method for collecting links to get pages within the target website ranked toward the top.
If you pull up to 30,000 feet, what we’re really trying to do with SEO is get qualified visitors to a specific page on a website. We want them there so that we can sell them products or services. By self-publishing, you’re one step closer (that’s why I push WordPress blogs for NetSuite so hard).
When you’ve created a quality 500+ word article – you have two primary publishing choices (there are others like Amazon Kindle and Apple iTunes – wicked subjects for future posts):
- someone else’s blog or content site
- your blog
When you publish on someone else’s blog, you may receive a benefit if Google already trusts their blog (we call that trust Domain Authority). This benefit is realized when your post contains a link from their domain to your domain (it counts as a linking root domain). The more of these links you have the better when they include a strategic keyword. While you won’t get the link advantage when you publish on your own blog, you will have framed the content in the context of your brand. And, you’ll have opportunities for lead capture and sales, by including links to specific, relevant products within your NetSuite ecommerce website.
Each post, whether self-published or published by another, will be housed on it’s own page. And that page is graded by Google based mostly on the quantity and quality of links from others to and social activity (likes and shares) around the post. Google’s grade is a measure of their trust and it’s called Page Authority. For years, Google has used a combination of Domain and Page Authority (along with other variables) to determine the position of a the page for each contained keyword. What’s new is the concept of Topical Authority. That’s how much Google trusts the author of the post. The ONLY WAY to increase your topical authority as an author is to connect your Google+ account to your posts. It’s called Authorship.
Here’s how you do it:
First, ensure that the “WP About Author” plugin by Jon Bishop is installed and activated.
Next, navigate to the Users area on the lefthand nav bar. Open “All Users”. You should see a list of users (contributors). For each one, go to Google Plus and search for their name. It will look like this:
Once you have identified the right person – click to go to their profile. Here’s an example of how it should look:
In the URL, you’ll find the Google+ ID for the author. For this example, we’ll use “116577254893075895758”.
Now, go back to WordPress and click on the appropriate User:
Scroll down until you see the following portion of the User profile:
Where I’ve indicated that you should add a URL (the Website field), use the following URL (accept you’ll need to replace the “insert-google-plus-id-here” with their actual Google+ ID.
So, for our example – the URL would be: https://plus.google.com/116577254893075895758/about?rel=author
Next, find the Google+ field and insert just the numerical ID. For our example, it is 116577254893075895758.
After you’ve added the URL and Google+ ID, remember to Update the User. The button is at the bottom right and looks like this:
The Final Step
Go to the Google+ Profile, the profile owner will need to do this. Just click on the “Edit Profile” link, and scroll down until you find the “Contributor To” area. Click on it, and there will be an opportunity to add a custom link. Add the name of your website and its URL. To test your work, use Google’s testing tool. You should see each verified author on the results page. If you do, congratulations, you did it right!
How and Why to Add Google+ Authorship to Your WordPress Blog by John-Scott Dixon is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.