Google Authorship can benefit brands in several ways, including search engine optimization. The tool allows users to add a name and face to content through their Google Plus profiles. By including a byline, brands give their content a level of personalization, and can position their executives and staff members as thought leaders in their industries. Additionally, a photo and name can make content stand out in search engine listings.
Here are four tips for successfully using Google Authorship:
- Follow Google's recommendations: Brands that play by the search engine's rules have a great chance of winning the ranking game. Google's Webmaster Central Blog states Authorships should only be used for content that's specifically written by one person. That means pages featuring articles or posts from multiple authors shouldn't be attributed to a single Authorship account.
- Use Authorships for opinion- and thought-driven content: The personalization tool shouldn't be utilized for company information or product or service descriptions. Instead, Authorship is best for articles, tips and other value-adding content types.
- Maintain a complete and current Google Plus Profile: Because a Google Authorship is linked to the social media account, it's important to maintain profiles with accurate and detailed information.