Rush to the Top: Why You Can’t Stop Writing for Google

Take a look at the results from the term “Google Authorship.”  Notice anything?

google authorship

1. 5 of the 10 results featured Google+ profiles.

2. Each profile ranged from being in 131circles to 73,000 circles.

3. 6 of the 10 results were for articles written less than 7 days ago.

keyword search data SERP

1. Google+ is important

2. Popularity helps (Author Rank)

3. New content is essential

What does this mean?  

Well, for one thing, Google is brilliant.  Not only do we need write relevant and high quality content, but it needs to be new and it helps if we’re popular on Google+. It’s obvious that the search landscape has changed and in order for B2B marketers to succeed they must be creating content constantly.

Having publishers and authors create Google Authorship accounts is not really a mysterious ploy to improve activity on Google+ because there are a number of benefits to having Google Authorship. Google’s mantra has always been about providing the most relevant, accurate, and trustworthy content to search queries. Where external links and keywords were the most important factor, social factors have become increasingly important.  Although the buzz around Google Authorship is beginning to take off now, remember that Google has been including social signals into SERPs since 2010, stating:

Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article.

Author authority is independent of PageRank, but it is currently only used in limited situations in ordinary web search.

In 2010, Google Authorship Rank was not influencing pagerank (and still not in 2013), but it’s hard to deny that it will at some point.  Despite any search ranking benefit, it’s obvious why having Authorship set up is important. Today, we continue to see correlation between social signals and search engine results:

Google+ Adoption

Adoption to Google+ is improving, but there’s a long way to go.  In 2012, only 9% of techblogs implemented Google Authorship, but in 2013 we’ve seen 52% of techblogs be active on Google+. Not only do you need to get set up with Google+, but you need to get more circles! Companies are already set up to help you get in more circles (CircleCount).


Find Content Quickly

As marketers, we need to become publishers and grow followers, but we must also keep up with the most relevant news. With so much content being written, the next problem we have is keeping track of what’s being said and what’s being shared.  Look no further than the content curation and discovery industry.  It looks like there may be a few tools out there:

content curation

A few worth looking at:

We Must Play To Win

To play this game we need to write content quickly and publish it with our digital signature stamped everywhere (Google+).  Our followers will be the new votes and publishing content from anonymous sources will be irrelevant.  Will will need to write new content every week and if you aren’t posting consistently you’ll be forgotten.  If you’re a week late to a new topic, say goodbye to your first page result.

So hurry up and post, follow, add, and like – the race is on.