New Battle Lines: SEO, Content Marketing, Video Marketing and Google Authorship

November 22nd, 2013 by

marketing

In the film The Untouchables, Sean Connery’ character talks about the need to always out do your opponents, to spot their maneuvers and go one step further. Similarly UK businesses and startups are finding that to reach as many customers as possible they need to one-up their rivals strategically in attempting to get higher search engine rankings on Google and Bing. If a rival has good SEO, you need to push content marketing. If that rival is already doing content marketing, you need to go into video marketing.

While ‘video marketing’ could be categorized by some as a sub-set of content marketing, it is a highly specialized form of content creation that is arguably the most complex, costly and sophisticated of all the platforms to roll out. While just about anyone can film a raw video on a smartphone, only a few will expend the time and resources to put together a High-Definition (HD) film or commercial that goes beyond what the masses traditionally publish on YouTube. It also takes longer to put together than a content marketing article and requires more expensive tools to complete the editing process (although iMovie and other software is beginning to challenge this assumption).

But while video marketing may sit at the top of the marketing heap, article creation, blogging and white papers remain the core of content marketing strategies. One particular area that deserves attention from a SEO point of view, which influences the general success of article marketing in Google, is Google+ Authorship.

Google has introduced this feature into Google Webmaster Tools which in a nutshell allows you to link your Google + profile to a the content you create.

The steps are relatively simple:

1. Go Here: https://plus.google.com/authorship
2. Make sure you have a profile photo with a recognizable headshot.
3. Make sure a byline containing your name appears on each page of your content (for example, “By Steven Levy”).
4. Make sure your byline name matches the name on your Google+ profile.
5. Verify you have an email address (such as stevenlevy@wired.com) on the same domain as your content. (Don’t have an email address on the same domain? Use this method to link your content to your Google+ profile)

Once you have followed these steps, you should see your authorship updated in the work section and contributor section of your Google+ profile. You should eventually start to see your name and photo appear in search results next to the website article you wrote (as long as it is an associated company domain name).

Finally, visit the Labs section in Google Webmaster Tools and the area called ‘Author Stats’ to see statistical data for pages for which you are verified as an author.

The process outlined above may become one of the most critical areas in future SEO and content marketing strategies as Google attempts to discover and verify high-quality publisher sites. Do it now, before your business rivals do.

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