Google Plus for publishers
-
Upload
arne-van-elk -
Category
Marketing
-
view
192 -
download
0
description
Transcript of Google Plus for publishers
![Page 1: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/1.jpg)
Google+for
publishers
Arne van Elk RNW Business Intelligence
December 2013
![Page 2: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/2.jpg)
Google+ for publishers
• What is Google+ ?• Impact on search results?• Authorship & author rank• Google+ Brand Pages• Rel=publisher
![Page 3: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/3.jpg)
it’s like
… but different.
What is Google+ ?
![Page 4: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/4.jpg)
Web pages can be shared within circles or receive a +1
![Page 5: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/5.jpg)
But what is Google+ exactly?A social layer across Google’s services
![Page 6: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/6.jpg)
Google+ is also an identity platformdirectly connected to Google search
Mapping a web of people & organizations
![Page 7: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/7.jpg)
Google’s Goal of Google+ …
Generate data that can be used to improve search results
![Page 8: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/8.jpg)
Impact on search results?
1. Personalization
2. Google+ posts in search results
3. Shared links are ‘follow’: they let pagerank flow
![Page 9: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/9.jpg)
Google+ impact on personalized results
depersonalizedpersonalized
![Page 10: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/10.jpg)
Google+ impact on personalized results
personalized
This result is on no. 1because an influental person I follow on Google+ has sharedthe link
![Page 11: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/11.jpg)
Google+ local page impact on search results
This result probably is no. 1 because they have a Google+ local page
(and I wasn’t even looking for them)
![Page 12: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/12.jpg)
Google+ Posts in search results
![Page 13: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/13.jpg)
Can Google+ Impact Non-Personalized Rankings of
Content Created Off Platform?
it’s complicated …
![Page 14: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/14.jpg)
Can Google+ Impact Non-Personalized Rankings of Content Created Off Platform?
• Currently +1’s are not used as ranking signal
• But, when a link to a page is shared on Google+, this creates a ‘followed’ link that can pass pagerank
![Page 15: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/15.jpg)
Shared links are ‘follow’
![Page 16: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/16.jpg)
Authorship
• Verification of the author of an article by linking a personal Google+ page to the article page using rel=“author”
Result is: • Increased visibility/CTR in SERPs• Possible protection against being outranked in
Google Search by those who scrape your content and republish it on their own sites.
![Page 17: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/17.jpg)
What are you looking at?
![Page 18: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/18.jpg)
Authorship SERP Benefits
![Page 19: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/19.jpg)
Does it work? Depends on the type of search …
![Page 20: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/20.jpg)
Not just any author
of course it helpswhen you activelyuse Google+
![Page 21: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/21.jpg)
Even more info when you click on the author’s name
![Page 22: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/22.jpg)
Authorship may help to get in Google’s In-depth-articles - feature
![Page 23: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/23.jpg)
Authorship is NOT a ranking factor!The concept of author rank has not taken off (yet)
![Page 24: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/24.jpg)
Authorrank challengesHow does Google know fore sure …
• if certain words on a page refer to a human being• if that human being is the author of a given page• what authority this author has, on which topics• which author is more authoritative than others
(on a given subject)• when things change (because of career changes,
retirement etc.)
When AUTHORSHIP adoption is low, AUTHORRANK does not reflect ‘the real world’
![Page 25: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/25.jpg)
Google+ Brand Pages
![Page 26: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/26.jpg)
Google+ Brand Pages: different flavors
![Page 27: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/27.jpg)
Advantages of a Google+ Brand Page
• Taking up more space in SERP for a branded search• Creating new touch points for people to engage with
your content• Quick indexation of new pages• Verifying brand identity with rel=“publisher”• Getting in the ‘suggested users’ list• +Post Ads: Google+ Content in Ads on Google Display
Network
![Page 28: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/28.jpg)
In other words: strenghtening your presence in Google
In ways that will see a lot of development in the coming years
![Page 29: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/29.jpg)
Suggested users list
![Page 30: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/30.jpg)
New advertising options coming up+Post Ads: Google+ Content in Ads on Google Display Network
![Page 31: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/31.jpg)
Direct link to Google+ page in Ad
![Page 32: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/32.jpg)
Rel = “publisher”
• Markup that verifies brand identity by linking a website to the corresponding Google+ Brand Page
• The Google+ page will be displayed in search results for a branded search(sometimes)
![Page 33: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/33.jpg)
![Page 34: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/34.jpg)
Disadvantages of a Google+ Brand Page
• Another beast’s mouth to fill• Spreading your social media efforts too thin• Is your audience on Google+?
![Page 35: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/35.jpg)
Finally: do the test
www.steadydemand.com/Google-Plus-Brand-Audit-Tool.php
![Page 36: Google Plus for publishers](https://reader034.fdocuments.us/reader034/viewer/2022052618/554cd5b1b4c905cc488b4adf/html5/thumbnails/36.jpg)
Read on
• www.martinshervington.com/what-is-google-plus
• www.blindfiveyearold.com/authorship-is-dead-long-live-authorship • www.blindfiveyearold.com/build-your-authority-not-your-author-rank
• www.google.com/+/business/ • http://services.google.com/fh/files/misc/googleplus-for-journalists.pdf
• http://
searchenginewatch.com/article/2307518/Google-SEO-How-Google-Impacts-Search-Results