Social search: how Google Authorship can help business
Last week Iain wrote about Google's new social network: Google+ ("Google Plus").
"I’m sure that with Plus, Google will know more about individuals preferences, social circles, likes and dislikes, and therefore provide a more appropriate (and individual) set of search results."
Google's efforts are strongly aimed at improving their main search product. Only a few weeks after the initial invitational launch of Google+, search results are already changing.
Google Authorship
Google Authorship is a new technique that allows website owners to identify themselves, and other authors. It's a way to link between content (like a blog post) and its author's profile. If linked to a Google+ profile, search results will likely show that author.
I've already got myself showing up:
That's a very powerful and personal change.
For those who believe in quality of information this is great for the web. For those concerned about online privacy this is a bold step but it's worth remembering that this is opt-in; not a way to uncovered anonymous whistle blowers.
This is good for your business because:
- More clicks — faces attract the eye (it's human instinct). If your search result is the only one showing a face it's going to attract a lot more clicks, even from a lower position.
- More trust — everyone prefers the personal touch over cold, corporate handling. This is added assurance and your visitors will appreciate the openness.
- More value — personalised pages will be promoted to those that follow you on Google+. That's a measurable metric and potentially far more powerful than a Facebook "like".
- Fame! — personal reputation can be just as valuable as a brand (especially for new and unknown start-ups). Alternatively, you could even invite high profile guest authors to write a post for your blog.
- Know your customers — not only is Google showing authors, they're also showing people who have shared the search result (+1'd it, Google's equivalent to a "like"). You can identify and reward those that engage most.
If you run a news section or blog on your website then I would highly recommend setting up this authorship system. It's a perfect way to qualify your website to Google and your visitors.