I’ve previously shown you how to add Google Authorship Markup to your website, and how to get your face in Google’s search results. Google Authorship Markup has proven to increase click-through rates and increase engagements on Google+. Google Authorship Markup only makes sense though for personal websites and blogs. How is an enterprise level business supposed to take advantage of this? Who’s image should they display as the author in Google SERPs?
Enter Google Publisher Markup. You’ve probably already seen it in action. If you are familiar with Google’s Knowledge Graph, then you might have mistaken Publisher Markup for Knowledge Graph. We’ve all seen information boxes on the right side of the search results, sometimes they are specific to the branded keyword we are using. This is Publisher Markup.
If you’ve created a Google+ page, we strongly recommend linking from that page to your website and vice versa. Linking your Google+ page and your site like this not only helps you build relationships with friends and followers, but also gives Google information we can use to determine the relevancy of your site to a user query in Google Web Search. It also makes your site eligible for Google+ Direct Connect.
How to Take Advantage of Publisher Markup
It’s quite easy for businesses to take advantage of this.
- If you do not already have a Google+ Page, create one. I’m not referring to an individual personal Google+, I’m talking about brand pages. If you don’t currently have a Google+ page for your brand, you need to create one immediately!
- This step might be common sense – but make sure your site shows up in Google search results. Make sure that your site is indexed and not blocked by a meta robots tag.
- Add a link on your home page (or better yet, a badge) to your most significant page. Most of the time, this is your home page. Most people choose to put it in the footer or sidebar of their site. The link would look like this:
<a href="https://plus.google.com/[yourpageID]" rel="publisher">Find us on Google+</a>
- Go to your Google+ page, and edit the About section. Add a link to your website in the “Website” section. Save your changes.
- Google then recommends that you verify your page, but it’s not required.
- Finally, use Google’s rich snippets testing tool to confirm you’ve set it up correctly and Google has the correct information.
Like Google Authorship, Google Publisher is really easy to set up! As always, give Google a few days/weeks to reindex your site and link up your page before the Publisher Markup will begin showing in search results.
This is another small bonus from Google that we all need to take advantage of. If you’re leaving opportunities like this on the table, you could be leaving potential conversions on the table as well.