The Next Google Ranking Signal: Your Google Profile?

Google wants to use authorship markup as ranking signal, requires Google Profile

By Chris Crum · August 10, 2011 · 66 Comments

Long story short: if you’re looking to help your search engine rankings, you might need a Google Profile (the backbone of Google+).

Who you are as an individual is becoming more important in search ranking. Is this the right way to go for search? Share your thoughts.

As previously reported, Google has a new series of tutorial videos, and in a new one, Google’s Matt Cutts and Othar Hansson discuss “authorship markup”.

Google announced this back in June saying it is “experimenting ” with using the data to help people find content from authors in search results.

In the new video, Cutts asks, “Will people get higher rankings? Is there a rankings boost for rel=’author’?”

Hansson then replies, “It’s obviously early days, so we hope to use this information and any information as a ranking signal at Google. In this case, we want to get information on credibility of authors from all kinds of sources, and eventually use it in ranking. We’re only experimenting with that now. Who knows where it will go?”

For the time being, what you get, he explains, is your photo showing up next to your results. The idea is to show photos next to results. That’s the goal with this project, he says.

“If people believe it’s a good idea, you know, using HTML5 hopefully might help Google and any other search engine figure out more about content on the web, and what’s trustworthy and what’s less trustworthy over time,” says Cutts.

Given the emphasis Google has been putting on trustworthy content (see Panda update), it’s easy to imagine this not only becoming a ranking signal, but a significant one.

Here’s where it gets even more interesting. You have to have a Google Profile to use it. Kind of like Google+. Another interesting strategy to get people using Google’s new social network, no? And while still managing to keep things search-related. Well played, Google.

When the authorship markup is used, it leads to an author photo being displayed in Google search results when applicable. For example, if I write an article and that article appears in search results, it would come with a picture of me (from my Google Profile) next to it, and that would link to my Google profile. So, as an added bonus for Google, this will greatly increase the visibility of the Google Profile, and no doubt contribute to further growth of not only Google profiles, but Google+.

The Google Profile does actually keep the feature from being abused though. “To make sure that I can’t start writing nonsense and attributing it to Matt…you have to link back from your Google Profile to the site,” explains Hansson. “You need to control both endpoints basically.”

To use the markup on a single author site, you basically just need to:

1. On every post, add a link somewhere on the page pointing to your Google Profile (more visibility for Google Profiles)

2. On that link, add an attribute rel=”author”

3. The link can go in the footer or the header or wherever you can make it work.

4. You can wrap it around an image if you want.

If you have multiple authors on the site, like each author’s post to that author’s Google Profile. “That could be as simple as just at the bottom of each post, have the author actually insert a link themselves, with this attribute on it,” says Hansson. “Another thing that a lot of sites have, is…author bios.”

Link the bio to the author’s bio page, add rel=author on the links to the bio, and from the bio page add rel=”me” links to the Google Profile, and link the Google Profile back to that page.

“This obviously requires authors to make Profiles, and it requires webmasters to do the markup,” says Hansson.

Cutts says they’re trying to work with CMS manufacturers so that individual people don’t’ have to do all the work if they don’t want to.

For more detailed instructions on how to implement authorship markup, see Webmaster Tools help.

By the way, Google has been pretty weird with authors lately, though this is unrelated to the authorship markup discussed here, as far as I can tell.

Should authorship markup in this form be a significant ranking factor? Tell us what you think.

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There are 66 Comments. Add Yours.

javed
January 10, 2012 at 3:13 pm
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hi to all..this world is for wealthy peoples.00923366471147
magento experts
August 19, 2011 at 6:12 am
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m not understanding google’s algorithm…some day shows more pages indexed and the next day less….
they are playing with people
Shomara
August 15, 2011 at 4:50 pm
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These two dont give you a follow up link and I feel its very hard to get people to come to your site through these sites.
queue
August 15, 2011 at 3:14 pm
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They ruined internet and made it muddy once by inventing page rank
concept and cappy ideas like link building.

Now they are inventing again. Oh my God.
IT Jobs UK
August 15, 2011 at 11:19 am
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So how does this affect the websites of big corporations who have a whole team of people running the website. Would they get penalty if they don’t have a brand/company Google profile to link to as author?
Samantha
August 15, 2011 at 10:28 am
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This is very interesting, I am curious how this will all pan out! So, essentially, anyone who does not adhere to these rules can expect their google listings to just disappear?
adult seo
August 15, 2011 at 8:06 am
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Im thinking that google lose time with this crap…
Gal
August 15, 2011 at 12:34 am
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Google’s using its search weight to drive traffic to itself big time and site owners who don’t use professional help will take yet another step backwards.
LG
August 14, 2011 at 6:11 am
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Another plot by google to get even more information on us?

I don’t know about that but if it helps my site rank better than I think why not try it and see what happens.

Google definitely helps giving us so much information when it comes to keyword research etc so I suppose it’s a bit of give and take.
Mads
August 13, 2011 at 5:23 pm
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Happy to have my Google+ profile
Michelle
August 13, 2011 at 4:31 pm
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It does take a lot of work doing all these profiles and keeping everything up to date, and as I said in a previous comment, Google would have been better off focusing on the -1 strategy to get rid of the rubbish links rather than trying to show popularity. Isn’t it enough when a blog has hundreds of comments, pages and visitors, doesn’t that show credibility!
Ted and Mark
August 13, 2011 at 6:21 am
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Hi

Why can’t Google make it easy for everyone if they want information on the author? I am sure a lot of people are not going to bother because there is code involved.

I know Google want sites and reports that are legitimate and give good information to the visitors who are searching for that search term but I do think they over complicate things at times.
Bill
August 12, 2011 at 11:19 pm
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We all hate spam and we all get frustrated when we search the web only to be inundated with junk.

But in Google’s attempt to control the internet and improve quality, they’re also squashing the entrepreneurial spirit, and essentially dictating what we can and cannot do on the internet.

The idea that two people can run the same search and get different results based on their pervious activity is unnerving.

One of the beautiful aspects of the internet is the ability to find information! But, now Google is dictating what information we find. That’s “big brother!”

That’s a dictatorship telling its subjects what it can and cannot learn.

Another exciting aspect of the internet is it’s ability to level the playing field. Theoretically in the beginning, anybody could access the internet, work hard and develop a business. An individual could actually compete against large corporations which had deep advertising pockets.

Google is creating a system where a staff of SEO strategists is necessary to manuvere through the Google quagmire. Instead of being able to start a business on a shoestring, thanks to Google, an internet start-up will need the capital investment that a brick and mortar business needs.

Then there’s the Google arrogance. With a wave of their magic wand, whole businesses are destroyed, and they feel no responsibility what-so-ever.

As for this new move to better identify who people are on the internet. Though I understand the argument for in favor of it. I also see it as a means to again, dictate who can play in Googles game. Again, they’re catering to the well funded, seasoned businesses.

I know of an online marketer who uses pen names. One, being that of a female, while he is “male.” The articles are well researched and rich in content, and thoughtfully written. How will he be able to continue to provide relevant content?

Look what happened to the news business when media control has been whittled down to just a few mega players. Have you watched local or national news lately – not much news. A lot of self promoting, and fluff. And the news that does filter through is heavily tainted with the political views of the owners of the parent media company.

I think Google is too big and too powerful. They are systematically attempting to squelch individualism, creativity and entrepreneurialism.
- Ginger Rushing
  August 14, 2011 at 11:05 am
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  Completely agree with your post. Google is indeed turning the Internet into the Wal-Mart and Home Depot of the world. It is increasingly difficult for small businesses to compete. Once good content and a site with proper SEO was he key, now there is just too much junk to keep up with. I hate the personalized search results and I wish they would give you an option of using that or not. On top of most of us not being able to compete with the BIG companies with PPC, they are now allowed to create copy cat sites with duplicate content to hog the first pages. Creating 200 different URLS, all linking to each other with the same exact content should not allow them to take all the good spots from the “legitimate” sites. I wish someone could explain to me why Google allows this to happen. What we don’t need is more “tricks” from Google that dicriminate against small businesses. I am a small business and I like to buy from other small businesses, it is becoming harder and harder to find them in. Between he copy cats and the bogus shopping sites, shopping online is becoming more and more frustrating for the consumer. SOcial media my help with Brand recognition, but I do not believe it drives traffic to retail sites enough to make it worth all the work.
Truth
August 12, 2011 at 9:22 pm
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A FUNNY, VERY FUNNY WAY TO HELP SPREAD THE WORD ABOUT THE NEW SEARCH ENGINE DOODALIE.com I found this video on Youtube. Pass it on… http://youtu.be/JR9BCqpw6Tk
Michael Wilbraham
August 12, 2011 at 4:05 pm
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I see nothing wrong with a small avatar appearing next to the search results, they’re showing up there already. For me…it kinda adds a sort of credibility that the site owner/author is real and it can contribute to the trust building relationship.

It is a bit of a schlep building out the profile though, specially if you want to use a different picture for a different website, depending on the niche you may be marketing in!
- Ginger Rushing
  August 14, 2011 at 11:10 am
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  What is the guarantee that the picute is actually the person who wrote the article? In this world where sex and beauty sell, why not hire a model and make yourself look really good. It will happen!
Lionel Bachmann
August 12, 2011 at 3:54 pm
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This seems to be a sly way of Google getting more people to make Google profile pages. By saying that it can help in rankings, SEOs will no doubt be the first ones on the bandwagon. It’s nice that there is two way linking to keep others from attributing nonsense to someone else, but why is a Google profile required?
- moonlight
  August 13, 2011 at 5:51 am
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  Not this SEO. Potential clients will know my credibility by simply calling and talking to me on the phone. I explain my services, show my work and offer they can call existing clients who have given me permission for them to do so. I don’t need G’s nod for that.
  
  I will not be filling out any profile.
vizone, information zone, vast information zone, vastinformationzone, information, necessary information, important information, earn from site, online earn, online earn tips, all information, vip zone, get information, get money, get money tips
August 12, 2011 at 2:57 pm
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Such a good thing.It contain many important information for everyone.
I really like it.
Thank You
nilfisk c120
August 12, 2011 at 2:00 pm
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Interesting as I read a post a couple days back on the WF from someone doing some keyword research and the site in the #1 position apparently was so bad that he couldn’t work out why it was there.

One thing he noticed was the site had a backlink from google and presumed it was from a google profile and this was the only reason he could think of of why it was ranking in #1.

I suppose if that’s what google wants then we will have to follow. Seems like they have us by the short and curlys every time.
- moonlight
  August 13, 2011 at 6:17 am
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  No, we don’t have to just do what G wants. They can take this new plot and shove it. I will not be displaying my personal “who I am” on this dangerous internet.
  
  My site is on the top of page one of the three major search engines for my keywords without that +1 thing or a profile. Just good solid and honest SEO.
your watcher
August 12, 2011 at 12:02 pm
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I read post and all comments….. I feel this…. search engine’s including Google, follows the rule of WWW organization,

In last 38 days, Google PR 3 time update, I have many snapshot of Google.com when Google PR showing Google.com have PR 9 and facebook have 10.

Google now playing with user’s….. and change the user agent, indexer work.
Koozai Mike
August 12, 2011 at 6:31 am
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If this is true it raises an issue of how new authors wanting to make a name for themselves can stand out. Whilst it’s great for the ‘guru’s of the world to be top, hopefully Google won’t neglect the underdog authors who make equally good arguments.
archie
August 12, 2011 at 2:10 am
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This is another ‘gotcha’ for spotty teenagers, which I am not.

When I was a spotty teenager, I would be cautious about giving this amount of real data anyhow, so it would be a fantasy production, making the whole damn thing actually pointless in the first place.

Those idiots in the video must be rejects from the BBC playschool children’s programme, either way they are patronising idiots.

Verdict: stuff it where the sun doth not shine.