We already know that Google Authorship is a major deal and will continue to grow in importance. One indication of things to come is the use of the “More by author” links that are sometimes displayed in the search results:
AJ Kohn has written a thorough and useful article on the technical background to this and what kind of search behaviour triggers these displays but in a nutshell users that dwell on a page for a certain period of time and then hit ‘back’ to return to the SERPs are sometimes shown these “More by” links. Interestingly, the links can connect with content on various properties – not just the author’s own domain or the one you were visiting but also their social profiles and content on other domains that the author contributes to.
This gives us a number of insights into the direction that Google is taking with the Authorship project, and ways that we can take advantage:
Rewarding quality (again)
It’s an ongoing and well established theme that Google is continually driving for higher “quality” and rewards domains that have better quality signals. One such measure seems to be the page dwell time. The magic number is around 2 minutes, which is presumably their estimation of how long it takes to actually read a page. So the obvious takeaway here is that we need to be publishing content that people actually read.
There are a number of facets to that aside from the obvious: write good stuff. Things like headings, images, embedded video, page design & layout, etc are all important in retaining visitors on the page. There’s an entire strategic layer to determining what you’re writing about in the first place, and ensuring that your themes and subjects are appropriately targeted for your intended audience. But the basic observation is that Google wants to see visitors staying on your site and reading your content.
But the quality theme is nothing new. Where this all gets really interesting is with predictions for things to come…
Encouraging rel=author adoption
These links are only displayed for domains that have marked up their content using the rel=author tag and verified their ownership via Google+. (more on that here) Although Google’s primary aim is undoubtedly to improve the user experience and in doing so to improve the data and connections that drives the “knowledge graph” (see below), it’s still a nice bonus for us writers & publishers to win some additional exposure on the SERPs. This is yet another reason (if one were needed) to adopt the rel=author markup immediately.
Although AuthorRank (AR) (roughly equivalent to PageRank as a measure of an individual’s authority) is still theoretical and is not a part of the ranking algorithm, this is a pretty clear indication of the kind of factors that could be used as an AR quality signal. It stands to reason: if people are spending longer reading your content then surely that’s a decent signal of your own personal quality/authority. Again: AR Optimisation does not exist yet, but if/when it does arrive then these kinds of metrics are going to become very important very quickly.
The knowledge graph beyond rel=author
The fact that Google is displaying content from various properties demonstrates that the rel=author markup is not their only signal of authorship. They can in fact identify our content and behaviour from around the web, structured markup or not. This is a major component of the emerging “knowledge graph”, the concept that entities (individuals, domains, content) are bound together by a web of connections and that these connections can be used to transform the search experience. The “More by” links lay bare the principle of individuals as entities within the knowledge graph.
At one level it’s quite creepy to see how Google is beginning to incorporate us as individual people into their matrix. At another level it’s something that publishers and individual content creators should be aware of and start to factor into their content strategy.