In 2018, Google updated its search algorithm with something called E-A-T (Expertise, Authoritativeness, Trustworthiness). This update placed greater emphasis on useful content, and authoritative sources of information. Hence, SEO Author Reputation became much more important.
By extension, it placed greater emphasis on the authors of the information submitted on the internet. Hence, the author became a much more important variable in Google search than ever before.
Google Author Reputation Helps Recommend Targeted, Niche Content
Just like people go to their doctors for medical advice, and accountants for financial advice, Google will recommend authors. Think about it, there can be dozens of authors on a single website, just as there are columnists or news anchors.
Just how you turn to a specific columnist in a newspaper, Google will eventually recommend niche content generated by specific authors. That’s why authorship is so important for future content creators. Their reputations will drive content, not just to niche users, but specific users.
Third-Party Ratings Influence Consumer Perception
However, it’s not just individual authorship that matters. As people select books and films because of commercial success or critical acclaim, authorship is also influenced by votes and ratings. Investing in authorship is also part of branding content in the future. People’s ratings of someone’s work will have a direct influence on Google’s recommendations.
Author Reputation/Authority Translates to Trustworthiness
While there’s no indication that author Authority translates into a ranking signal, it’s a major part of Google E-A-T. The T in E-A-T, stands for trustworthiness. An author’s mark on content is that seal of trustworthiness.
It’s analogous to how people read every book from their favorite author, or watch a specific news channel. Google will eventually evolve to analyze content from the eyes of each individual user. Authorship and SEO Author Reputation will play a big part in that evolution.
Best Practices for Google Author Reputation
Google will look for clear indications for authorship for content as time passes. Hence, content creators or bloggers or writers looking to cement their position as niche experts should build their bios.
Content Creator Identification
Any content posted on a website or webpage should clearly indicate authorship or identify the content creator. A small image and a name doesn’t cut it anymore. Each piece of content should be hyperlinked to the creator’s bio or portfolio.
Concrete Author Bio
Any consistent blogger, or writer should have a dedicated page. Author bios at the end of pages won’t be enough. The page should feature facts about their expertise and their educational background or early life. It should also feature websites or publications they’ve worked on.
This page should be updated regularly to reflect any major accomplishments. This will serve as a reference point for Google Author Reputation over time and increase the author’s Authority.
Investing in Authorship will be uber important for Google SEO in the future. Websites should begin working on author Authority as soon as possible.