Author authority has changed the way search engine optimisation works. Following a series of algorithm changes on Google and Bing, as well as the rise of social media, search engines are now looking to promote good content at the expense of automated, robotically promoted dross.
What this means is they are trying to draw a distinction between content that is read by and promoted by humans and content that is created by SEO (search engine optimisation) marketers who then use feeds and fake blogs to promote that content, all in a bid to gain rank in search results.
One of the biggest new ways of sorting the wheat from the chaff is to look for human citations, and what better place to look for these citations than on social media? So, Google and Bing now take a lot of social signals from Facebook and Twitter, as well as other sites, to feed their understanding of what people like to read. Measuring author authority allows the search engines to see which content is genuine and which of that content is genuinely popular.
I recently presented this at Vertical Leap’s customer day, and here’s the video of the whole presentation for you to enjoy. Grab a cup of tea, make sure your speakers are on and hit the play button.