Content has become a currency of the online marketing world. If you want to have more leads for your business, the idea is to write authoritative content that targeted audience actually reads! Similarly, if you want to brand yourself as an industry leader in some particular niche, one of the best ideas is to write kick ass content on industry related blogs, magazines and forums.
Google is the search engine leader and not much time back it launched a Google+ program called “Google Authorship”.
What is Google Authorship?
Google Authorship enables writers to link their content with their Google+ profile through rich snippets. This gives Google a hint of which author has more authority and credibility than others in particular niche like medical, travel, online marketing, start-ups and more.
Google Authorship has a direct impact on rankings in SERPs as well, so if you are an authority writer Google will more likely rank your content above others that have lesser author rank than you do!
As a whole, Google Authorship does not only allow you to rank better in search engines but this is a way to brand yourself in the industry as a thought leader. If you are interested to know how to implement Google Authorship tag, this post on Marketing Profs is of great help!
Google Authorship and Challenges Faced By Companies
Now, I assume that you have a complete understanding of the importance of Google Authorship and how to implement Google Authorship on blog.
Google Authorship seems to be a pretty big deal for Google and it is going to increase its importance in the months to come. It seems like a great option for individual authors but(at least at the moment) you cannot include company name in the authorship section and this is where the pain starts, especially if you are a faceless company or an owner who have ZERO Google+ presence.
May be in future Google will come up with an option to connect sites to Google+ business pages but until then, here are some of the ideas that I think are useful to deal with the situation.
The Ideal Approach
Ideally, as a webmaster you should convince the business owner to create a Google+ profile and be active on it that includes sharing interesting reads, promoting company content, involve in industry related debates and more.
Also, encourage him to write in different industry related blogs, forums, magazine and connect his writings with his Google+ profile to start building authority as an author of a particular industry and increase author rank accordingly.
Although, only rear business owners will get involved into it as usually small and mid size businesses have to wear multiple hats and they don’t have much time to get in to such stuff.
The Common Approach
Obviously you cannot close the chapter if the business owner says straight NO to your ideal approach, there is always a way out!
Usually most clients agree on this, the idea is to hire a writer who can actually write interesting and content worth reading for people in the industry and he is willing to write as a ghost writer for the business owner. Which means, the ghost writer will write the content and make it go live on company blog, other industry related blogs, magazines and more and connect all the content with business owner’s Google+ profile.
The reason why most SMB owners are fine with it is because this way they can save their time and effort that writing and outreaching usually takes and still get their work done!
The Last Option
There are business owners who are really finicky about how their name is going out on the internet or they are just too much scared of the online medium. In any case, they will not let you go with the second option (at least not without going through it… which might take weeks).
If you are in the situation where option 1 and 2 are simply not possible then it is important to convince them to set up the author’s Google+ profile. In that case, the author rank of the particular author (employee) will increase.
Wait, what if the employee, leaves the company? This will be the first question that will hit your mind and I believe there is no one world answer for it!
Ideally, in this scenario you should not change the author tag of that author and let the new employee write from his own author name and build his profile accordingly! The reason I am suggesting this is because author rank has a direct impact on rankings and if the previous employee had a good author rank, removing or changing the author tag from previous post will more likely fluctuate rankings in SERPs from the desired key phrases.
In any case, not using Google Authorship is not a choice and this is the point where you should educate your client to decide or else they might lose a good amount of organic traffic coming from Google.
Are you using Google Authorship on your blog? What is your strategy? Please write in the comment box below.