First of four parts
You need Google Plus. The social platform has 500 million user accounts and is second only to Facebook in its number of users. And even though it’s a late bloomer in the social wars, it’s more valuable than all the other social media sites combined. Why? Because Google Plus allows you to establish authorship.
As a business leader, establishing thought leadership is imperative to generating awareness and authority in your industry. As you probably already know, to establish thought leadership you need to be producing content that shares relevant industry information. This can be achieved by developing content for your company website, writing for other online sources, and publishing articles in trade publications.
What Google Plus has established for thought leaders is the ability to share content online in a way that directly affects the author’s ranking in search engines — hence the term authorship. Content that is relevant, timely, easily sharable, and can be traced back to the author is the future of successful content marketing. Google Plus’ authorship system ensures that those who consistently provide informative content are rewarded for their efforts.
How Authorship Works
Authorship in the online environment refers to how Google ranks content (and the person behind it) by attaching each piece of content to the author’s Google Plus profile. This is why your Google Plus profile URL is a series of numbers. It’s a unique way to identify each person. As an author consistently shares high-quality content, Google associates him or her as an authority on the subject and ranks the content higher in search results.
When you search for a topic, some of the results may have a picture of the author along with his or her name. This means the person has established authorship and Google recognizes the link as high-quality. Once you have established authorship, Google will rank content you share on your Google Plus profile, your personal blog and, if applicable, your company website as long as your byline is attached to the post. The more quality content you share about a particular topic, the more your ranking rises.
Google is enamored with finding quality content because it keeps a strong, active audience and secures its position as the top search engine in the world. In efforts to assist in the search for quality authorship and thus quality content, Google Plus’ authorship was created to give authors an opportunity to raise their hand (metaphorically speaking) and say, “I’m a credible and relevant source of information and you should rank my content higher in the search-engine results than those who haven’t established an authorship with your audience.”
Authorship Benefits for B2B Business Leaders
It’s only natural that Google is combining social and search. In Google Plus it has created is the perfect platform to boost your search visibility. Unlike Facebook or Twitter, all content on Google Plus is indexed in Google’s database, giving each post a unique URL. Sharing both original and curated content will boost your ranking.
A great benefit of authorship is the ability to strengthen thought leadership. Instead of having to spend most of your time making yourself visible offline to clients and business partners, you can create a content-sharing system that lets Google spread your name and message for you. It allows you to build a relationship with your audience without ever meeting them.
In case these aren’t enough reasons to convince you authorship is what you need to drive your online authority, here are some more benefits:
• Increased click-through rates
• Protection from plagiarism (it’s impossible for someone else to take credit for your content)
• Ranking for multiple topics
• Reputation building
• Relationship building with bloggers and other influencers
• Interaction with clients/business leaders in your industry from around the world
• Increases in page views.
Business Leaders Need Google Plus
Establishing authorship is an excellent way to grow your business and reputation. Google is begging business leaders to take credit for their writing, which to most thought leaders is a dream come true. If you haven’t already signed up for a Google Plus account, it’s not too late. Get yourself established and join our circle – we’d love to hear from you.