Google offers an authorship feature that can greatly improve a company's search engine optimization efforts. Using this feature on Google+, authors of online content will find that their profile picture and name show up next to every article or blog post they have written in search results. Google weights results with authorship higher than results without, according to Search Engine Watch.
Companies that have employees who write guest posts for other blogs or websites can also drive users from those platforms back to the company website in the form of authoritative link building. This can increase traffic to the company's website, which is also useful in an online marketing strategy.
According to Social Media Examiner, using the authorship feature on Google+ is not difficult. In the bio of each blog post, the writer should include a link to their Google+ profile followed by the extension "?rel=author." Writers should also add a link to each blog post they have authored. With these tasks accomplished, all of the posts in question will be shown with proper attribution in search results.