Authorship - the Unexplored Side of SEO
The Author Relationship tag has been around for a while now, but people still don't talk much about it's impact on SEO. The truth is however that building authoritative personas is now an integral part of any SEO campaign.
Why Does Author Rank Matter?
No doubt you have noticed peoples profile pictures appearing in Google, and numerous guides on how to insert your author relationship tags in to your website. But nobody really talks about the implications of this new markup.
The truth is that Author rank, Authorship or even Author Trust (Various names for the same thing) is shortly, in my opinion, going to become Google's spam killer.
If a backlink passes trust which is modified by the value of the person who wrote the article with the link in it, as now, it means that the author must have a high trust value. However, if one author backlinks the same URL or domain hundreds of times, the link is obviously not authoritative.
This means that getting links has sudenly become a lot harder, not only that, it also means that existing links may be losing a lot of value if you don't attach them to an authoritative author.
So How do I incorporate an Author Trust in to my SEO?
The simplest way is to create several personas for each of your niches. However in the long run this is going to be a huge amount of work, and is far from scaleable.
In truth the reality is that SEO is going to get a lot better, SEO Advice is currently very conflicting between people who optimize for search engines, and people who optimize to take advantage of search engines.
Currently any SEO needs to do a little of both just to compete, however in the future back lining may take on a more whitehat approach of
- Link bait
- Sponsored Posts
- Guest Blogs
And so forth.