Elevating author and publisher entities in SEO

The SEO community has been buzzing following the release of internal Google documents, revealing more details about how author and publisher entities influence search rankings. These insights help you strategically optimize your author and publisher profiles. This article will explore these entities and give you some actionable strategies to incorporate their optimization into your existing SEO practices.

Table of contents

• Tracking author and publisher entities
• Optimizing author and publisher entities
• Practical implications
• Establishing credible author profiles
• Enhancing publisher credibility
• Conclusion

Tracking author and publisher entities

The leaked documents confirm that Google tracks and retains content authorship and publisher credibility data. These elements help the ranking algorithms. The rationale behind this is straightforward: credible and authoritative content is more likely to be accurate, reliable, and useful to users. Therefore, content attributed to recognized authors and reputable publishers is favored in search results.

Optimizing author and publisher entities

As interpreted by various sources, the Google document leak indicates that author and publisher entities play significant roles in search rankings. However, it does not clearly show whether one is inherently more important than the other. Instead, it highlights the complementary nature of these entities in establishing content credibility and authority.

Recently, Google’s Gary Illyes shed light on specific signals that are not considered beneficial for SEO. This emphasizes the importance of genuine user engagement and content quality rather than relying on easily manipulated elements. The following are signals Google deems less effective in contributing to your site’s search performance.

1. Authorship markup: Google’s Gary Illyes mentioned that authorship markup, which is controlled by SEOs and site owners, is generally not considered a good signal for ranking purposes.
2. Controlled markup: Any markup that can be easily manipulated by site owners or SEOs is not typically viewed as a reliable signal by Google.
3. Quality signals: Google prefers signals that are harder to manipulate and more reflective of genuine user engagement and content quality.

While Google may describe certain signals as “not good signals,” it’s important to note that they are still considered signals. This situation is reminiscent of the famous exchange in “Pirates of the Caribbean”:

• “You’re the worst pirate I’ve ever heard of.”
• “But you have heard of me.”

In other words, even if these signals aren’t the best, they still have some recognition in SEO.

Practical implications

Google’s comprehensive approach to assessing online content trustworthiness involves many signals and metrics. Publishers can enhance their trustworthiness by focusing on content freshness, originality, structured data, and robust anti-spam practices. Their history further aids in evaluating long-term credibility, encouraging them to maintain high-quality standards consistently.

The Google document leak highlights the importance of both author and publisher entities in SEO. A balanced approach that optimizes both can significantly enhance content credibility and authority. Focus on detailed and accurate author and publisher profiles, leverage structured data, and employ tools like Yoast SEO. SEOs can build a strong foundation for improving search engine rankings and driving organic traffic.

Establishing credible author profiles

Building up your author profile is essential today. But you shouldn’t just limit yourself to building your profile; you should also make sure to present it properly on your publisher’s website. That means you have to build great author pages as well.

But how do you create detailed bio pages? Authors should have a dedicated bio page with qualifications, expertise, and a professional headshot. This page should be linked to all articles written by the author. For example: If Jane Doe writes for your publication, create a page like yourwebsite.com/authors/jane-doe that includes her bio, credentials, and links to all her articles.

On that author page, you should also include social proof. Incorporate links to the author’s social media profiles, professional networks like LinkedIn, and any notable publications they have contributed to. For example, on Jane Doe’s bio page, link to her LinkedIn profile and any major publications where her work has appeared.

Your author pages should have a solid foundation built on structured data, so implement schema markup. Use structured data to tag author information on each article. This helps search engines recognize and index author details accurately.

For example, add JSON-LD markup to each article page, including the author’s name, bio, and profile URL.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Understanding the Role of Author and Publisher Entities in SEO",
  "author": {
    "@type": "Person",
    "name": "Jane Doe",
    "url": "https://example.com/jane-doe",
    "sameAs": [
      "https://twitter.com/janedoe",
      "https://www.linkedin.com/in/janedoe"
    ]
  },
  "publisher": {
    "@type": "Organization",
    "name": "Example Media",
    "logo": {
      "@type": "ImageObject",
      "url": "https://example.com/logo.png"
    }
  },
  "datePublished": "2023-10-01",
  "dateModified": "2023-10-01"
}
</script>

Use the Yoast SEO plugin’s schema framework to add author markup seamlessly. Yoast’s adaptable schema structure ensures all necessary author and publisher information is included and properly formatted.

Enhancing publisher credibility

What works for authors also works for publishers — these things go together. Don’t focus on just your authors; make sure you also put your publication in the spotlight.

Start by making it easy to find information about your publisher. Like author bio pages, create a dedicated publisher page detailing the organization’s mission, history, and achievements. Include logos, awards, and other forms of social proof. For example, create a page like yourwebsite.com/about-us/ that includes your publication’s background, mission statement, and accolades.

It’s important to prove who you are and what you stand for. List editorial policies, team members, and contact information to ensure transparency. For example, on the “About Us” page, include a section detailing your editorial guidelines and a list of key editorial staff with their bios.

Then, like enhancing authors, roll out structured data for your publishing house. Use Organization markup as implement schema markup provides search engines with detailed information about you. This includes the name, logo, contact details, and social media profiles.

Here’s a very basic example: Add JSON-LD markup to your publisher page including your organization’s name, logo, and contact information.

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Your Organization",
  "logo": "https://yourwebsite.com/logo.png",
  "url": "https://yourwebsite.com",
  "contactPoint": {
    "@type": "ContactPoint",
    "telephone": "+1-800-555-5555",
    "contactType": "Customer Service"
  }
}

Again, be sure to use Yoast SEO for your structured data needs. Its schema framework allows you to efficiently add and manage organization markup, ensuring consistency and accuracy.

Combining author and publisher strategies

As mentioned, it’s not one or the other strategy — combine your efforts to make the most of it. Only then can Google truly understand your authors and publications.

This means that you must unify your branding across all content. Ensure that all content consistently reflects the brand’s voice and values. This includes using uniform author bios and publisher information across different platforms. For example, ensure that every article Jane Doe writes includes a standardized author bio snippet linking to her full bio page.

In addition, you should always attribute content to verified authors and the publisher, reinforcing credibility. For example, at the end of each article, include a byline such as “Written by Jane Doe, Senior Editor at Your Organization.”

Focus on content quality, relevance, and topical expertise

You can highlight your publications and authors all you want, but you will never make it without your topical experts writing high-quality, relevant content. This should be at the top of everyone’s list.

Focus on producing high-quality, original content that adds value to readers. This enhances the reputation of both the author and the publisher. Conduct thorough research and provide in-depth analysis in your articles to establish expertise and authority.

Encourage authors to write within their areas of expertise to build authority in specific niches. For example, if Jane Doe specializes in SEO, make sure she writes predominantly on SEO-related topics.

Actionable SEO strategies

You can also use classic SEO tactics to build your authors and publishers’ reputations. For instance, you could encourage your authors to contribute to reputable external sites to get a link to their bio pages. This builds both author and publisher authority.

Also, try to build up your citations. Find ways and outlets to get your content cited or mentioned by authoritative sources. You could contact industry influencers to review and mention your content in their articles or social media posts.

Keep everything up to date

Regularly update bio and publisher pages with new achievements, publications, and credentials. For example, you could enhance Jane Doe’s bio page with her latest speaking engagements, citations, and published articles. Also, periodically update older content to keep it relevant and accurate, maintaining the credibility of both authors and the publisher.

Entity SEO and its importance for publishers

Entity SEO focuses on optimizing for entities—people, places, organizations, and things—rather than just keywords. Google’s algorithms leverage the Knowledge Graph to understand and rank entities based on their relationships and attributes. Publishers should also focus on entity SEO.

One of the foundations of entity SEO is helping Google recognize your entities. One way to do that is to implement structured data. This helps Google recognize and categorize entities accurately. This includes using schema markup for authors, publishers, and organizations. You can use schema markup to define relationships between authors, their articles, and the publisher.

Together with structured data, linking your entities is a staple of Entity SEO. Make sure that internal links connect related entities within your content. For example, link an author’s bio page to their articles and the publisher page.

Be consistent in your entities. Maintain consistent information about entities across various platforms and websites. Inconsistencies can confuse search engines and harm rankings.

Last but not least, try to improve your chances of being included in Google’s Knowledge Graph. Make sure that you provide comprehensive and accurate information. For example, submit your organization and key authors to Wikidata and ensure their information is accurate and up-to-date.

Leveraging structured data and Yoast SEO

Structured data is the backbone of effective SEO for author and publisher entities. It enables search engines to understand and index content more accurately, making attributing credibility to the proper sources easier. The Yoast SEO plugin offers a robust schema framework that simplifies the implementation of structured data.

Yoast SEO provides a comprehensive and adaptable schema framework that supports various schema types, including author and organization markup. This ensures all necessary information is included and formatted correctly, enhancing visibility in search results.

Use Yoast SEO to add structured data to all relevant pages, including author bio pages, publisher information, and individual articles. The plugin’s user-friendly interface makes it easy to manage and update schema markup as needed.

Conclusion

The recent Google document leak has highlighted the critical role of author and publisher entities in SEO. SEOs can significantly enhance a website’s authority and trustworthiness by adopting a structured approach to optimizing these entities.
Implementing detailed author and publisher pages, leveraging structured data, and utilizing tools like Yoast SEO can create a solid foundation for improved search engine rankings.

Integrating these insights into current SEO practices will help build a credible and authoritative online presence, ultimately driving more organic traffic and engagement.

Read more: What is E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness)? »