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Ben Hollom – Marketing Director, M2 Bespoke
By Ben Hollom
Although many marketers are aware of the fact that Google + is having an effect on search results, the magnitude of this impact is still to be fully grasped by the industry, according to the Pandodaily website.
For about a year Google has been using the Search Plus Your World feature to rank content from users´ Google + connections higher than other content. However, with the launch of Google´s Author Rank, this impact can become much stronger, as the search engine would prioritise content coming from trusted, verified authors who have an expert status in a field that would be ranked at the top. Google explains that the change aims to deliver high-quality, trustworthy content to each user, while eliminating spam at the same time.
So how does Google verify writers? The simple answer is through its own social media Google + and the tool known as Author Rank. If a website links its writer´s accounts with their Google+ accounts, search results will show a writer´s headshot and byline next to the result for their article. And Google ranks bylined stories higher, Pandodaily explained.
These changes mean that if brands want to keep their top positions in search ranking, they need to become publishers and create content. And high quality content, at that – content that can engage consumers and position brands as leaders in their respective industry.
Google´s changes are likely to drive businesses to look for external assistance with this writing, and that’s where a service like ours is not only beneficial, but cost effective. We write on our clients’ behalf, supplying topical, relevant news content written specifically for each client on a daily basis. With Google’s Author Rank tool becoming more of a factor, a byline attributing an author with a google+ profile linked to the website can be incorporated.[/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]