Have you heard of Google’s Authorship program yet? Whether you’ve heard of it or not, you’ve likely seen its fruits in the search results. You know those listings that have a photo of the author next to them? Most likely they get that extra cool stuff because they’re using Rel=Author correctly and Google has accepted them to participate. Unfortunately, it’s been a bit hit-or-miss as to whether your content gets accepted or not. I saw mine accepted for a day or two many months ago, and then *poof!* it was gone. I reviewed their new guidelines recently, however, made a few changes, and sure enough, within a week or so, my content started showing up… yay!

While you may or may not get your content into the program, the only way to know is to try, and persistence is definitely a key.

If you’re thinking it’s just not worth the trouble, here are 5 reasons why it’s super important:

1. It’s Kinda Sorta Easy to Implement.

While it is a bit confusing to figure out exactly how to enable authorship based on Google’s directions (which seem to keep changing), in reality their latest criteria have made it easier than ever to implement.

I’m not going into the specifics on how to do it, because you can follow Google’s directions. Suffice it to say that the main things you need are a Google Profile page that links to the website where you have author status, and a link back from your website’s home page to your Google Profile page.

You can also have an “author page,” such as the About Us page on your website, as long as your Google profile page links to that page.

Once you’ve got that all implemented, every time you write an article, simply link your name in your byline to either your Google Profile page or your author page with the Rel=Author code, as I have here:

By <a href=”http://www.highrankings.com/jill-whalen” rel=”author”>Jill Whalen</a>

- Example Page

Be sure to add the Rel=Author tag to as many of your old content articles as well, especially ones that you know show up well in the search results.

While Google has moved toward having you link directly to your Google Profile page in your Rel=Author links (as opposed to your author page) to make things less confusing, I still link to my author page, and it works fine.

If you go this route, be sure to follow their older, more confusing instructions as well.

2. It Makes Your Content Stand Out.

Imagine if you could put big stars around your content listings in Google’s search results that everyone would see. Rel=Author does exactly that! Only it’s not stars, but your name and photo.

Before Rel=Author became widespread, only logged-in users and those who participated in social media might see a little profile photo of you if they happened to search on something that you had tweeted about. But with Rel=Author implemented correctly, even users who aren’t logged into their Google accounts or their social media accounts will still see the rich author information and photo .

This is huge, folks, and this reason alone makes it worth figuring out the implementation.

3. Provides Credibility And More Exposure.

Beyond just seeing my smiling face in the listings for my content, as you can see in this screenshot, Google is also showing how many people have circled me on Google+ as well as a “More by Jill Whalen” link. Clicking that link shows more information about me from my Google Profile, plus posts I’ve made on Google+ related to the search query, and all the other articles that I’ve written on the subject.

I’ve also seen them show articles others have written on the subject that reference me in one way or another.

4. Higher Clickthrough Rate.

I’d say this one goes without saying, due to all of the above factors. It would be difficult to *not* click on the listing that Google is screaming for you to click on. Time will tell on this one, but so far it appears that since my authorship status started to show up in the Google results (it’s less than 2 weeks now), I’ve been getting more traffic for certain articles.

5. Additional Metrics in Webmaster Tools.

As if all of the above weren’t enough, once you have your authorship up and running and showing up in Google results, you’ll also see new author stats in your Webmaster Tools account . (Look under “Labs.”) The information there shows you approximately how many times each of your content pages showed up in the search results (impressions) and approximately how many times it was clicked on, along with other interesting details that you can’t really get elsewhere.
Of course, Google has their own selfish reasons for giving us all of this awesomeness. Their number-one priority this year is Google+ and all that surrounds it. Rel=Author provides anyone who creates online content with a darn good reason (make that 5!) to create a Google Profile. And the more people who do that, the more who might start using Google+, especially if they want to get those circle numbers up as mentioned in #3 above.

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Google’s Clever Sleight Of Hand

Over the years, Google has had numerous algorithm changes:

* 2003-05-01 “Fritz” update
* 2003-05-16 “Florida” update
* 2007-01-25 Googlebombs “defused” update
* 2009-02-20 “Vince” update
* 2010-05-01 “Mayday” update
* 2011-02-24 “Panda” update
* 2011-05-10 “Panda 2.1″ update
* 2011-06-16 “Panda 2.2″ update
* 2011-07-23 “Panda 2.3″ update
* 2011-08-12 “Panda 2.4″ update
* 2011-09-27 “Panda 2.5″ update (Source: ToddNemet.com)

Obviously, with so many major updates, it would be reasonable to assume that Google was working hard trying to deliver a superior product – provide users with a better search “experience.” It would be reasonable to assume that, but it would be the wrong assumption.

Show Google The Money

Why? Because Google has strayed far away from its original search roots. Today’s Google is first and foremost a greedy corporation – a powerful advertising company that generates 97 percent of its income from its advertising programs – namely Adwords. And while Google may have made its name in search, it made its fortune from advertising.

And when 97 percent of your revenue is coming from advertising, guess what your overriding priority is going to be? That’s right… how to make more money from your advertising programs!

So how did it come to this? How did Google lose its way?

In a word…greed. Google makes a lot of money from online advertising. How much is a lot? In the twelve months ending June 30, 2011, Google brought in $33.3 billion in revenues. Of that, 97 percent ($32.2 billion) was from advertising.

You Gotta Pay To Play

WordStream, a provider of software for keywords and pay-per-click marketing campaigns, has done research to discover which keywords receive the highest costs per click (CPC) in Google AdWords. Following are the top 20 keyword categories that fetched the highest costs per click:

1. Insurance – $54.91 per click
2. Loans – $44.28 per click
3. Mortgáge – $47.12 per click
4. Attorney – $47.07 per click
5. Credít – $36.06 per click
6. Lawyer – $42.51 per click
7. Donate – $42.02 per click
8. Degree – $40.61 per click
9. Hosting – $31.91 per click
10. Claim – $45.51 per click
11. Conference Call – $42.05 per click
12. Trading – $33.19 per click
13. Software – $35.29 per click
14. Recovery – $42.03 per click
15. Transfer – $29.86 per click
16. Gas/Electricity – $54.62 per click
17. Classes – $35.04 per click
18. Rehab – $33.59 per click
19. Treatment – $37.18 per click
20. Cord Blood – $27.80 per click (Source: PracticalEcommerce.com)

Can you believe the cost-per-click of the top 20 keyword categories? Not only is Google thumbing its nose at searchers, it’s also kicking small advertisers to the curb as well. The same small advertisers who helped Google become the dominant advertising force that it’s become. At those prices, it’s impossible for small advertisers to compete. The playing field is tilted decidedly towards the side of big business.

One Man’s Rant?

So, is this article one man’s rant, or do others feel the same way I do? I can assure you, I’m not the only one condemning Google for its irresponsible actions and greed. Here’s what SEOBooks’s Aaron Wall had to say in his article Forget about SEO. To be visible in Google today, try Adwords.

“Some of Google’s new search results look quite alarming in terms of every single link above the fold is either a paid ad, or links to yet another Google page wrapped in ads.

I have a huge monitor & it is impossible for me to click *anywhére* above the fold on some search results without going through Google’s toll booth or clicking off to yet another Google ad wrapped page.

Those who coddled Google & gave Google the benefit of the doubt now have egg on their face, and the industry as a whole is poorer for their poor judgement & lack of stewardship.”

And here’s what NetSpeak Solutions Stephen Dow had to say in his article Google Panda: Hurting SEO and Search Results for Increased Ad Revenues?)

“All during the ‘Panda mess’ one thing has been positive for Google, their ad revenues! They’ve grown to record levels (especially this last quarter). Why? I believe it’s simply because desperate business owners (and SEO marketers) don’t have sure answers to make-up for lost rankings and traffic. So, they decide to ‘punt’ by using more paid advertising – even going as far as pointing ads to home pages (now that’s desperation)!

As Google continues with its Panda ‘search engine redesign,’ let’s all just sit back and watch them continue to mess up organic search and the Internet marketing industry.”

So, am I and others criticizing Google unfairly? Or, am I right to ask the question: Is Google’s Advertising Destroying the Sanctity of Search Results?

What do you think?

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Gravatars 101

If you’ve been blogging for long enough then you’ve undoubtedly noticed that some users have small pictures that show up next to the comments that they leave. They may have a picture of themselves or it may be a custom picture that they’ve created. Either way, these little pictures are affectionately known around the online world as “Gravatars,” a clever play off “avatars,” and have become staples around successful bloggers and casual bloggers alike.

Gravatars: Defined

A Gravatar, as defined by en.gravatar.com, is an acronym for “Globally Recognized Avatar.” In layman’s terms, it’s a picture that you’ve uploaded onto the Gravatar website that, once uploaded, becomes associated with a certain email address. Anytime you use that email address – for example when you’re filling in the required fields on a blog commenting form, or participating in an online chat forum – that picture will show up next to your name and help to identify who you are and set you apart from everybody else that is also commenting.

Setting up a Gravatar

When you go to the website you are given two options for setting up your personalized Gravatar: one way will set it up so that it will be tied in with your WordPress account and the other way will allow you to create and activate your Gravatar even if you don’t have a WordPress account by linking it to your email address.

For WordPress Users:

1. Log onto the Gravatar website using the same email address connected to your WordPress account.

2. Select the method you will use to import your photo.

3. Arrange your photo how you want it to appear.

4. Select the appropriate rating for your photo.

5. Confirm the photo and you’re finished! It will now link to your email address and appear when you leave comments.

For Non-WordPress Users

1. Head over to the Gravatar website and click on the link that says “Get Your Gravatar Today!”

2. Type in the email address you want associated with your Gravatar to get a link with instructions detailing how to proceed.

3. Select and upload the picture that you want as your Gravatar.

4. Once uploaded the website will send it to your email address and the Gravatar will be linked to it from there on out.

The Importance of Utilizing Gravatars

Aside from being ridiculously easy to set up, there are several important reasons that every serious blogger needs to take the time to set up a Gravatar.

The internet is such a vast place that it’s easy to get lost in the shuffle, especially with blogging – after all there are hundreds of millions of blogs out there, all vying to be recognized. By having a Gravatar that pops up every time you leave a comment you begin to set yourself apart from every other anonymous comment out there, identifying you as an individual and not just another faceless name. It helps you to create a brand identity that follows you around your circle of the internet.

Since it’s probably safe to say that you comment on and interact with more than one blog, having a Gravatar that shows up by your comments allows people to bridge the connection of who you are from blog to blog. This will help you establish your role in the community and help you to come across as a more professional blogger. The more professional your online presence is, the wider range of opportunities you’re likely to come across.

One thing you do have to be mindful of is uploading an image that could make you look like a spammer. It’s usually safer to upload pictures of yourself because people take you more seriously that way. The last thing you want is to be flagged as a spammer because your picture was misleading. It’s wise to stay away from the generic pictures that you can find on all Windows desktops and go with custom photographs.

So Easy a Caveman Could Do It

As social media forums such as Facebook, Twitter, and blogging continue to grow and establish themselves as staples in both our professional and personal lives it’s important to find ways to set yourself apart. Creating and uploading a Gravatar is one of the simplest things you can do as far as creating an identity on the Internet, only taking a few minutes of your time and giving you a wealth of benefits in return.

When you consider all the pros that accompany having a Gravatar there’s really no reason not to set one up for yourself – you’ll quickly establish more credibility as a blogger and widen your online presence. When people begin to recognize you on a wide variety of blogs their trust in you will exponentially grow as well. In fact, when you look at the big picture, there really are no disadvantages to setting up a personalized Gravatar.

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