SEO Authorship Guide
Author data can be used to answer questions like:
- Who in my market and / or on a given topic, should I build a relationship / connectwith that might help me improve directly referred traffic and/or SEO / PR / Social performance?
- How visible are the authorswriting for my brand and my competitor’s brands and for which keywords is the content they’ve authored ranking with their photo being displayed?
- Which authors write about and link to my company and / or others in my market?
- Authorship is a relatively new and significant new dimension in how search engines decide which content to rank, and how to display it. Not just for the content you write, but also for other websites / content that authors that are highly visible (and therefore trusted) is shared.
- Any business that employs authors and marks up their content to identify the authors that published it, with a view to getting their content found in search engines needs to know how they are performing and which keywords are driving traffic via rankings.
- Knowing which authors and their media publications are being found for groups of keywords in your market is important business intelligence for SEO’s, media planners, PRand partnership teams.
- Every time Linkdex finds an author in the SERPS’s (Ranking Author) or on a page of content linking to another website (Linking Author), we add their details to a central database of authors. Along with their name, their website(s) and the content they write, we also capture other data like their social ID’s e.g. Twitter, LinkedIn.
- Ranking and Linking Author data exists at project levelg. just for the keywords rank tracked within your project, and global levele.g. all keywords tracked by Linkdex.
- Ranking Authors can be filteredby the same tag groups’ setup within Rankings, along with filters like ranking configurations, rankings and search volume.
- Linking authors displays how may of the domains in your projectan individual author has linked to. This makes it easy to discover authors that write a lot about your market and link in a broad and neutral way. Data suggests that authors that display these qualities are often highly influential.
- There are a number of advanced Linking Author filters to make use of.
- You can exportauthor lists for further analysis in Excel via the actions button.
- Finding influencers is different countries can often be difficult using traditional social media sources. Try using ranking configs to make country specific influencer research easy.
- Where we have found authors with twitter ID’syou can add them to networks for further network analysis.
- You can add any author to your contacts for use in campaigns or for list generation and export.
- Low keyword volume will uncover a small number of authors.
- The better the tagging the better the author segmentation you can do.
- If you have less that 10 domains in your project, the Linking Author data is often sub-optimal as it does not benefit from the ability to sort by the ‘Links To’ column with high numbers of intersections being present.
How Linkdex Detects Authors
Linkdex has built up the largest database of authors. This allows the identification of authors holding position within the search engines, not only on the keywords being tracked inside your project but also shows what other keywords/ranking URLs. Identifying where authors publish from, link to, and all the topics that author is relevant means that you can get a complete view of influencers on Google and Twitter. By topic, by country and by language. This quickly & easily allows you to identify who is authoritative and why, what is being read by your customers – potential and existing, and by providing social media profiles of these authors you can quickly reach out to start to form relevant and appropriate relationships.
This forms part of a proprietary data set where Linkdex are proud to offer access to one of the largest databases for online authors and bloggers that is publicly available.
Linking Authors Overview
It’s not just the domain that content is published on that matters. It’s who has written it. The author behind the content. Linkdex profiles any market to provide huge lists of authors that can be filtered down to targeted groups of authors that can make a big impact. Answer questions like: which authors write about our market a lot on influential domains, have not written about our brand yet, and have G+ pages?
Whether we’re looking at domains, authors or social profiles, Linkdex is analyzing huge quantities of data for you so the insights we provide are actionable and game changing. Linkdex makes it easy to do everything from building a blogger list quickly to answering hard questions like who should you take to lunch because of their impact on the network you’re trying to influence. We also enable you to create a list of authors effortlessly and drill down into the detail including: identifying social profiles, who they are linking to, how influential they are based on several metrics, competitor intersects and how many websites they contribute to.
Actions, Filters and the ability to Add a Task again appear on the top toolbar. The main section gives information into the author we discovered. This can often include their author name, actual name, their social profiles, domain reach (how many domains they write for), the content we found them attributed to, and who in your market they link to. As usual the right pane unlocks even more depth of detail.
Linking Authors can quickly be created into contacts for outreach campaigns or added into a network visualization to understand your market. They can of course be added, deleted and exported, making it easier than ever to identify a list of high quality writers to work with on your projects.
Why Are Authors Important?
Both Google and Bing have publicly discussed the role of authorship and how important it is to the future of search engines. It solves a number of key issues including the scenario of a low quality author writing on a highly authoritative domain and vice versa. Particularly Google have expressed that they are highly biased against anonymity on the web, with authorship and local search signals anticipated to become fundamental.
Search engines consider both link and authorship information to help them understand websites, relevance, authority and ultimately how visible they are in their results. Major search engines try to identify “topical authorities” who are authors that are passionate, write frequently about a topic and for the most authoritative sites relating to that topic.
The benefits and uses of information on the authors in a market are not limited to search engine marketing. All forms of marketing that require conversations with authors and influencers can benefit hugely from this data. Particularly identifying the most prominent “topical authorities” can often prove to be the most beneficial exercises when executing campaigns and building an online brand.
Page Analysis Overview
Page Analysis is a subsection of Rankings, where you can analyze the ranking performance of your webpages.
It shows you:
- How many keywords a specific page is ranking for
- How many visits it has received (according to your linked Google Analytics account)
- The total volume of people searching for the keywords that the page ranks for.
- The value of the above volume of searchers
- How many keywords have been [mapped] to the page
- The value of the above mapped keyword rankings
- And the potential value of the mapped keywords if rankings were to improve
Refine & Filter Author Data
What is the ‘Links To’ column and why is it so important?
When you start a project we strongly suggest you include authoritative domains in your vertical that you would have expect an author to mention and link to if they were an expert in the market you’re looking to find authors in. Linkdex then looks for instances where authors have written about and linked to one or more of the market domains and report on this analysis in the ‘Links To’ column and the right hand navigation.
This information is important because authors that are happy to link to more than one company in a market are likely to be neutral and happy to write about other brands in a market. They are also displaying passion and expertise in an area, two signals that they are more likely to be considered a “topical authority” by the search engines. Often the most authoritative and passionate authors will contribute to several leading industry sites, making them the highest value targets when promoting your online brand.
When combined with the number of items of content we’ve found, you’ll get a good feel for whether the author specializes in the market you care about.
Linking Domains are the websites we have found that use the author’s name. The domain an author has associated themselves with is marked with the relevant social network icon – Twitter, LinkedIn, G+.
Where an author is associated with a number of domains, you may find that they don’t know that their name has been used and content they write is actually being syndicated in lots of places.
The content link shows you the pages written by the author that we’ve found links to one or more of the domains that have been analyzed.
What is Klout?
We can get a Klout score where we have an associated Twitter ID or Google + profile.
Here’s how Klout describe themselves:
“Klout digs deep into social media to understand how people influence each other, so that everyone can discover and be recognized for how they influence the world.
You can use the Klout Score to understand how influential you are; you can use your topics to shape what you are influential about.”
“Influence is the ability to drive action, such as sharing a picture that triggers comments and likes, or tweeting about a great restaurant and causing your followers to go try it for themselves.”
Klout often divide opinion with search marketing practitioners often preferring other metrics and traditional marketing/PR practitioners often find the metric more useful.
Can I filter Authors?
We often find thousands of Authors so you might want to use the many filters to reduce the list to a more manageable size. These include:
- Authors of domains with a > X Domain Influence (1 being low – 10 very high).
- Authors where specific social profiles have been detected.
- Authors that link to a specific domain in a project e.g. a competitor.
Can I remove authors that aren’t relevant to my project?
You can archive any author either individually or in batches by combining the use of the tick box and action drop down.
What do I do with this information?
You can use the Linking Author data to build your industry book of contacts ready to build relationships with and use in both theCampaigns and Networks sections.