Whether or not search engines continue to evolve and incorporate author credibility as a ranking factor, authority and influencer tools enable brand publishers to have even more control over the quality and credibility of their content.
Your goal as a marketing or public relations professional is no longer to have SEO-heavy content on your brand’s newsroom, website or blog. Today’s goal is more about increasing the amount of powerful and magnetic content on your site while following optimization best practices and finding the right authors to create that content.
“Google may have (or is certainly developing) other ways to determine who it believes to be the author of a story,” notes Traphagen. “This includes comparing the byline to semantic and linguistic cues in the content. For example, If an article says it’s by Chris Brogan, and the writing style, vocabulary, subject matter, type of site it appears on and sources of links to it, all match well with other pieces written by Chris, Google may decide they have high confidence the content is written by Chris Brogan.” For successful content marketing, focus on authority over SEO