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Google: Author Not A Direct Ranking Factor

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Google’s John Mueller said a bit ago in a video hangout that the author of an article is not a direct ranking factor. He said this when he was asked if it matters if you have a recognized and authoritative doctor write or review your medical content when it comes to Google’s E-A-T recommendations.

John said no, there would be no “quantifiable difference” between using a doctor who is well known versus not well known in terms of SEO or ranking. John said “purely from an SEO point of view it probably doesn’t matter either way” to have a top doctor or lesser known doctor write or review the content. John added “I don’t think you would see an SEO ranking difference if you pick this other or a different author.”

Google has previously recommended that doctors review your medical content and have an expert write your content. But Google also downplayed renting experts names for this purpose even though Google has said before it tries to recognize the author details.

The question was asked at the 50:55 mark in this video:

Hi! I’ve already you’ve already answered one of my questions but I’ve got another one for you. It’s about E-A-T again, sorry about this. Google, you know, recommends that medical content should be written by clinicians. So for example if you have a page related to to acne, does it make a difference if you get like a top top dermatologist to, you know someone with like who’s got also profiles on a lot of medical journals, who’ve got a knowledge graph, who’s got like you know reputation in the community these type of things. Or if you get any general practitioner? Does it make any, in terms of ranking and SEO, does it weight somehow? Or as long as they are qualified doctor, it doesn’t really matter?

John replied:

I don’t know if there would be a quantifiable difference. Because it’s also not something where we say it’s a direct ranking factor. That we say oh we we look up the author and double check this and double check that. It’s more something that kind of comes into play when we look look at the bigger picture of the content of the website. So my feeling is purely from an SEO point of view it probably doesn’t matter either way. From a kind of a long term, kind of being seen as an authority point of view, maybe it does make sense to have a stronger author who’s associated with it. But I don’t think you would see an SEO ranking difference if you pick this other or a different author.

Here is the video of this segment, it should start to play at the correct position:

Here is how Glenn Gabe summed it up on Twitter:

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Forum discussion at Twitter.

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5 Tips to Boost Your Holiday Search Strategy

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With the global economic downturn, inflation, ongoing supply chain challenges, and uncertainty due to the Ukraine war, this year’s holiday shopping season promises to be very challenging. Will people be in the mood to spend despite the gloom? Or will they rein in their enthusiasm and save for the year ahead?

With these issues in mind, here are five considerations to support your search engine optimization strategy this holiday shopping season:

1. Start early.

Rising prices are likely to mean shoppers will start researching their holiday spending earlier than ever to nab the best bargains. Therefore, retailers must roll out their holiday product and category pages — and launch any promotions — sooner to ensure their pages get crawled and indexed by search engines in good time.

Some e-commerce stores manage to get their pages ranking early by updating and reusing the same section of the website for holiday content and promotions, rotating between content for Christmas, Mother’s Day, Valentine gifts, Fourth of July sales, etc. This approach can help you retain the momentum, links and authority you build up with Google and get your holiday pages visible and ranking quickly.

2. Make research an even bigger priority.

With all the uncertainty this year, it’s vital to use SEO research to identify the trending seasonal keywords and search phrases in your retail vertical — and then optimize content accordingly.

With tools such as Google Trends you can extract helpful insights based on the types of searches people are making. For example, with many fashion retailers now charging for product returns, will prioritizing keywords such as “free returns” get more search traction? And with money being tighter, will consumers stick with brands they trust rather than anything new — meaning brand searches might be higher?

3. Make greater use of Google Shopping.

To get the most out of their holiday spending, consumers are more likely to turn to online marketplaces such as Google Shopping as they make it easier to compare products, features and prices, as well as to identify the best deals both online and in nearby stores.

Therefore, take a combined approach which includes listing in Google Shopping and at the same time optimizing product detail pages on your e-commerce site to ensure they’re unique and provide more value than competitors’ pages. Be precise with product names on Google Shopping (e.g., do the names contain the words people are searching for?); ensure you provide all the must-have information Google requires; and set a price that’s not too far from the competition. 

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4. Give other search sources the attention they deserve.

Earlier this year Google itself acknowledged that consumers — especially younger consumers — are starting to use TikTok, Instagram and other social media sites for search. In fact, research suggests 11 percent of product searches now start on TikTok and 15 percent on Instagram. Younger consumers in particular are more engaged by visual content, which may explain why they’re embracing visually focused social sites for search. So, as part of your search strategy, create and share content on popular social media sites that your target customers visit.

Similarly, with people starting their shopping searches on marketplaces such as Amazon.com, optimizing any listings you have on the site should be part of your strategy. And thankfully, the better optimized your product detail pages are for Amazon (with unique, useful content), the better they will rank on Google as well!

5. Hold paid budget for late opportunities.

The greater uncertainty and volatility this holiday season mean you must keep a close eye on shopper behavior and be ready to embrace opportunities that emerge later on. Getting high organic rankings for late promotions is always more challenging, so hold some paid search budget back to help drive traffic to those pages — via Google Ads, for example. Important keywords to include in late season search ad campaigns include “delivery before Christmas” and “same-day-delivery.” For locally targeted search ads, consider “pick up any time before Christmas.”

The prospect of a tough, unpredictable holiday shopping season means search teams must roll out seasonal SEO plans early, closely track shoppers’ behavior, and be ready to adapt as things change.

Marcus Pentzek is chief SEO consultant at Searchmetrics, the global provider of search data, software and consulting solutions.

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