Google Authorship and The Rise of Penguin 2.0

by / Monday, 19 August 2013 / Published in SEO, SEO Tips and Tricks

What is Google Authorship?

Google Authorship is a new method of evaluating the credibility of content on a blog or website.  Prior to Authorship Markup and the Penguin algorithm, Google was flooded with monetized niche content websites from less than credible sources.  To weed out unqualified content sources, Google Authorship ranks bloggers for only a few topics to ensure quality over quantity in search results.

Google Authorship is linked to the author’s Google+ profile, and is judged based on the educational background of the individual, contributing websites, Google+ profile content, and content related to the author online.  With the introduction of Google’s Penguin algorithm, all factors are now considered when ranking online content, most importantly the source of that content.

What is Penguin?

 In April of 2012 Google launched the new algorithm code named ‘Penguin’.  Google Penguin is an algorithm used by Google that is aimed at rewarding credible content, while filtering websites that violate Google’s webmaster guidelines out of top page results.  For more information on Google Penguin, check out his blog.


Why every website should have a Google Authorship Markup.

 Google seems to favor credible, humanized content.  By having Google Authorship Markup on a website, search engines are able to see that the publisher of the content is a real person, thus humanizing the brand and earning credibility with Google.

When initially installing Authorship Markup on a website, you most commonly see a temporary increase in the impressions and CTR (Click Through Rate).  To sustain this, a website must continue to produce credible content on a regular basis.  A recent article suggests that Google is after long term Author Rank, which will entail Google judging credibility based on the blogging history of the author. 

Is link building obsolete?

This is an interesting question being raised in the blog-sphere currently.  While opinions may vary, the answer is ‘No, link building is not completely obsolete’.

Link building now has a new purpose in the role it plays with SEO.  Anchor text keywords are now irrelevant, however, where the links appear and where they lead to is the new area of importance.  For example, multiple links to a home page are still relevant, but links to blogs and information rich content on a website will carry much more weight.

What does it mean?  It means that SEO professionals must adjust their strategy to include more links to unique content.  Google favors local listings, so citation links can be an asset if a business has a physical address.

The importance of a citation blast.

The new cornerstone of link building is local citations.  Google ranks pages higher when they have a physical address, and participate in all of the Google services.  Set up a citation blast and be sure to register your Google Places, Google+, Facebook and other big profiles last.  If a citation blast is done correctly these pages will be created automatically.  Think of it like being invited to a party instead of just showing up.

Unique content produces high page rank.

Google rewards websites for helpful content.  By producing various niche content articles consistently over time, a website can gain momentum and rank higher in search results.

This is where Google Adwords becomes your savior.  Start with a broad topic and go a few layers deeper until you find a long tail keyword phrase with a low competition, and over 1,000 monthly searches.  Save a few of these keyword phrases and use them as blog topics, but be sure to include the phrase in the title, first few lines, body and end of the blog.

Consistency is key.

Once a website has a blog strategy and Google Authorship Markup, a posting schedule must be established.  If your business cannot commit to at least 3-4 blogs per month, it is better to outsource your blog to a blogging service.  Websites are now ranked for the credibility of content, amount of content, links and consistency of posting.

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