Does Google Use Author Authority As A Ranking Factor?

Google’s interest in associating content with known authors to establish credibility and trustworthiness is evident through authorship in SEO. While author identity is not currently a ranking signal, Google’s investment in identifying authors and their content is ongoing. 

Despite the decline of authorship results in search results, Google’s emphasis on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) highlights the importance of author authority. Understanding how Google identifies authors and the impact of author authority on rankings can help creators enhance user experience and build trust.

What is Author Authority?

Author authority is a measurement of the expertise and credibility a particular author has on a given topic they wrote about. It indicates authority and trust, allowing users to gauge the validity of content. 

It helps readers differentiate between well-informed, knowledgeable authors and those who may lack expertise. By evaluating author authority, readers can make informed decisions on whether to trust the content provided. This assessment of credibility is crucial, especially in fields where accuracy and expertise are paramount, such as academic research or professional publications.

Is Author Authority a Google Ranking Factor?

Google’s investment in identifying content authors began in 2007 with the filing of their agent rank patent. This patent allowed Google to rank articles by reputation, establishing the foundation for author authority in SEO.

Google experimented with Google Authorship in search results, starting with the rel=”author” markup. This markup allowed authors to link their content to their Google+ profile, displaying their profile photo and a link to their content in search results. This feature helped users easily identify the author of a piece of content and added a level of credibility and trust to the search results.

However, authorship results began to decline in search results in 2013, and Google officially ended its experiment with author-rich snippets in 2014. Google also ended its dependence on author and publisher structured data implementation to verify authorship with the end of Google+ in 2019.

Despite these developments, Google filed the Author Vectors patent in 2020, which identifies authors through internet-based writing styles. This suggests that Google still has an ongoing interest in author authority and may continue to explore ways to evaluate and recognize credible authors.

Best Practices for Leveraging Author Authority in SEO

Here are the top practices to boost SEO through author authority:

Crafting Comprehensive Author Bios and About Pages

One fundamental aspect of establishing author authority is through detailed author bios and about pages. By providing readers with a comprehensive overview of the author’s background, expertise, qualifications, and achievements, you not only showcase the individual’s credibility but also offer transparency to your audience. This transparency plays a crucial role in building trust and credibility with readers, as they can better understand the expertise behind the content they are consuming.

Linking to External Validation Points

In addition to detailed author bios, linking to external validation points such as social media profiles, personal websites, or other authoritative works further solidifies the author’s expertise and authority. These external references serve as endorsements of the author’s credibility and allow readers to explore more of their content, thereby strengthening the trust relationship between the author and the audience.

Leveraging Structured Data and Schema Markup

Another effective way to enhance author authority in SEO is through the utilization of structured data and schema markup. By implementing these technical elements on author pages, search engines can better understand and highlight important author information, such as the author’s name, bio, social media profiles, and other relevant details. This not only improves the visibility of the author’s expertise in search results but also contributes to the overall credibility of the content.

Showcasing Author’s Published Works and Contributions

Including a list of the author’s published works, articles, research papers, or contributions to reputable websites or publications can further establish their authority in the field. By showcasing a portfolio of their past work, readers can gain a deeper appreciation for the author’s expertise and the breadth of topics they have covered, reinforcing their credibility.

Incorporating Testimonials and Endorsements

Integrating testimonials from industry experts, colleagues, or readers who have benefited from the author’s content can add a powerful layer of social proof to the author’s authority. Positive endorsements and feedback from others in the industry can significantly boost the author’s credibility and showcase their impact on their audience.

Engaging in Thought Leadership Activities

Actively participating in thought leadership activities such as speaking engagements, webinars, podcasts, or industry events can help elevate the author’s authority and visibility within their niche. By sharing insights, expertise, and knowledge through various mediums, authors can position themselves as trusted voices in their industry, further solidifying their credibility and influence.

The Real Impact of Author Authority on SEO

The consensus among SEO professionals is that author expertise and trustworthiness are important factors in determining SEO performance. While author authority may not directly impact search rankings, it can still enhance user trust and experience by associating content with known authors. As such, it’s good to build a reputation for author authority by consistently producing high-quality content that reflects expertise and reliability.