KEO Marketing

Be in the Know.

How will Google authorship changes impact SEO?

Have you felt the influence of Google authorship on search engine optimization? Since the company integrated Web content writers' photos in search engine results pages, the impact hasn't been crystal clear.

In fact, John Mueller, analyst for Google Webmaster tools, explained there wasn't a significant difference in click-through rates between pages that show an author's picture and those that don't (1). The characteristic that increased CTRs 30 to 150 percent was the use of rich snippets, which would encompass author pictures but can include other information as well. For instance, many companies include ratings or reviews underneath the landing page title text in search results.

The updated version of Google authorship removes the photo and replaces it with straightforward information, including name and date (2). Also gone is the number of circles a person belongs to in Google Plus. Mueller suggests this design will be less jumbled, giving potential customers a clearer view of SERPs. However, another explanation may be the fact that Google is putting a much greater emphasis on mobile search, which would benefit from fewer diminutive pictures that readers attempt to discern.

1. Should You Still Care About Google Authorship?
2. Google Drops Profile Photos, Google+ Circle Count From Authorship In Search Results

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.