iAcquire Talks: SEO Evolution – Rise of People PageRank

By | February 23, 2020

So rise of people PageRank. So what is rise
of people PageRank? That’s what I call it because I think that’s the easiest way to
understand it. This is … this is authorship. And so Google rolled out, you know, Google+
and Google authorship, rel=author. And there’s a lot of rel=authors. So rel=author’s actually
just a schema mark-up, a form of micro-data, essentially. And all it really does is tell
a crawler or a browser or some, you know, mobile device who the author of a page is.
And right now, typically, we find that that is an author of written content. We’re seeing
that now a little bit more in video. We’ll see authorship in video. We’ll see authorship
in images. We’ll see it in really every type of, every type of digital asset. So I hate reading quotes, but I think this
one’s really worthy. If you guys haven’t heard about Eric Schmidt’s book, the chairman of
Eric Schmidt … chairman of Google put out a book and one of the popular quotes in that
book is this: ‘Within search results, information tied to verified online profiles will be ranked
higher than content without such a verification, which will result in more users naturally
clicking on the top verified results. The true cost of remaining anonymous, then, might
be relevance.’ So this is from Google’s chairman talking about the progression and evolution
of authorship. Won’t read this one. This is a link. Check
it out on the slide share. So Google … this is, it’s called AgentRank. This is what they
published. This is their patent. And it’s actually like a five-page document. It’s really
interesting. And it talks about … and if you read it, you, you start to understand.
I don’t know if anyone ever read the hypertext Anatomy of a Search Engine kind of mark-up.
It’s like the old-school original patent they filed for PageRank. It’s kind of like that,
but it’s 2005. The original patent was 1997, and it took them a long time to get PageRank
where it is today. I think you’ll see AgentRank end up in the same place. One of the things that the patent talks about
is it talks about how, it talks about how authors essentially can be validated on their
reputation based on the category that they work in. And Google talks about categories
a lot, and I always wondered, like, what is a Google category? I don’t know what a Google
category is. And as we were building some of our software, we were, we were forced to
go say, ‘Hey, we need a really strong categorization system.’ So we went to, like, DMOZ. We looked
at … it was like SIC, NAICS codes. It was all these different kind of categorizations
that’s out there. Somewhere along the way, we ran into Google,
and Google has a category system they built for AdWords. And it’s basically, it’s, like,
flat out, hands down the best categorization system for anything web-related. And so what’s
kind of interesting is that as, as I read through that AgentRank patent and as I looked
at this Google categorization system, it would be very logical that they might align AgentRank
categorization to the existing Google rank categories. And just some of the examples
… you can see, like, apparel, accessories, eyewear, sunglasses, gloves and mittens. So
you can kind of understand how they might think about authors. So everybody’s probably seen this little snippet.
Right? So of course if you drill into someone’s Google+ profile and you click the about link,
you can actually see where they contribute. It’s up to the Google+ user or the author
to actually essentially just insert a URL where they write to on the internet. And Google
crawls the websites, of course, on pretty much every major site … crawls those sites.
And it’s kind of a double opt-in. So when I say that I contribute to the iAcquire blog
and Google sees my rel tag on the iAcquire blog, that’s a digital signature. They know
that’s me now. And so the question becomes, ‘As I create
more digital signatures out on the internet, as I produce content, and as that content
lands on more important sites, what is my, what is my agent rank?’ A lot of people call
it author rank. So what is that? That’s not public information. It’s not like page rank.
It doesn’t exist. Here’s a graphic by Mike Arnason, actually, that I found online, Mike.
Maybe says it best, and I think the point here is that there’s probably a lot of components.
We don’t know what they all are. How many commas are on your page? How many social shares
do you have on the content you produce? How often do you write content? Where’s that content
being placed? And maybe a host of other factors. You know, we believe that the biggest components
are going to be how often do you produce content and where does the content live. Probably
a lot of other things can come into play, but we think those are the two most important
ones. So I don’t know if anybody went to PubCon this October, but Matt Cutts talked about
AgentRank, talked about authorship. He actually said they were going to reduce the number
of authors showing up in search results. And he also said, ‘We’re going to make sure that
the authors that show up are more important or more relevant.’ And it was the fir-, kind
of the first kind of public statement by Google or Matt Cutts saying authorship is at work.
And we kind of … a lot of people read into it to mean that we’ll see a lot more of that. So one of the things I looked at was this
moss cast [SP]. I don’t know if you guys have, have seen this moss cast. It’s pretty cool.
So they look at .. you know, they’re, of course they’re tracking millions of keywords across
the web. And they’ve done an analysis to say, you know, you know, this is just a 30-day
view as of December 21st, but, you know, 23 percent of all keywords showed at least one
author snippet on the search result page. And now we’re seeing about 20 percent, so
they dropped that down by, you know, 15 percent or so, which is, you know, actually the number
Matt said. So I think we’re seeing that they’re, they’re doing what they said. We should expect
to see more authorship occur. I don’t know that we’ll see much more of a decline in snippets
occurring, but I think we’ll see more of that people PageRank happening.

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