The COVID-19 pandemic means that almost all businesses have had to change how they operate to cope with the new social distancing measures in place.
Consumers are currently seeking out as much information as possible regarding services and products that have been affected by the lockdown. For all businesses, getting this information online is vital in ensuring your business can continue to operate as smoothly as possible whilst everything remains in flux.
Although your website might be the primary point of contact for all of your customers, there are other channels that are key to ensuring all updates are as visible as possible.
Here’s some tips on how you can communicate effectively with your online customers during the coronavirus pandemic.
Your website can often serve as the main point of contact for customers or clients looking for more information. If your business operation has changed significantly due to COVID-19, it’s definitely worth getting this on your website as soon as possible. It is also worth updating your site to reassure any users if your business activity is unchanged to let them know that any services or deliveries will be uninterrupted during the period of lockdown.
Notices should also cover any impact to customers, how employees are being protected with social distancing, any services or timescales that will be affected, changes to opening hours, any alterations to how customers can contact your business and anything else may be changed due to the restrictions.
Depending on the amount of information you need to communicate, this could take the form of a short message in the header, a paragraph on the homepage and FAQ section or dedicated landing page for all COVID-19 updates.
If you need to put notifications on your website, but aren’t sure how to action this, the eSterling design team can help provide a solution that will best integrate with your existing website design and ensure anyone who lands on your site is up-to-date with any changes to your business. We also offer copy writing services that can help effectively communicate your message to customers.
Mailers to current clients and customers is the ideal way to directly communicate with the individuals who will be most affected by any changes to service. A mailing list therefore can be a powerful tool for getting a message out during quarantine.
Recipients are most likely going to be most interested in what measures you are taking to reduce risk and how this will impact any services they have with yourselves.
Producing a short, punchy email with a clear subject line can easily distribute this information to everyone who needs it most. By keeping the copy simple and details down to the essentials, emails can be one of the most effective forms of communication over this uncertain period.
If you don’t currently have any mail campaigns set up or need some assistance with your current campaigns, eSterling can help. Our marketing and design teams are able to put together high quality mail campaigns for you, making the process quick and stress free.
Google My Business/Local Listings
For local businesses, Google My Business can often be the first thing users will see in search when looking for your company. Updating this listing is vital in making sure any changes in local business operations are highlighted to customers.
Google themselves have advised on updating store hours and putting as much information about COVID-19 measures via posts and descriptions in their GMB profiles.
Before making any changes, be aware that Google have changed some features and functionality of GMB listings.
It’s also worth updating any key profiles you have such as Bing Places, Yelp, TripAdvisor and any other directories or platforms that offer local business information to users.
If you need assistance updating your Google My Business listing or any other local directory listings, then eSterling will be happy to help.
Social media is one of the quickest ways to get information out to the world, as it’s the easiest way to provide updates to a wide user base in real time. Facebook and LinkedIn have all put out guides on how to keep customers updated on their platforms. This mainly involves making as many posts as possible, ensuring the most important updates are clearly visible and you are promptly responding to any messages you get during this period.
If you need some assistance with your social media strategy during quarantine, eSterling has a dedicated marketing team who can help find the best solution for you businesses as things continue to change.
Structured Data is a useful way to keep customers updated that may be overlooked by a lot of websites.
Structured data is code in a specific format that can be read by search engines to present the information within search results.
For instance, sites can use the itemAvailability structured data to display stock availability directly within search results. Options for this include InStock, OutofStock, Discontinued, has LimitedAvailability, is available InStoreOnly, OnlineOnly and more. This can be extremely useful if your store has moved all of its products to online only availability to reduce contact between employees and the public.
There’s a variety of quarantine related info that can be presented in search results through structured data, including event cancellations and creation of now-virtual events. Google have also added a SpecialAnnouncement data option for any COVID-19 related announcements to be displayed next to your website in search results.
For more advice on how you can implement structured data or amend existing data, please get in touch with our team now.
User reviews are integral to online success in 2019 – the power of one customers’ thoughts should not be underestimated in its influence on other potential customer.
A Google My Business profile is one of the main ways to gather reviews for your business. Just accumulating genuine reviews through Google is a great way to boost business in itself, but prominently displaying these on your website is even more important.
According to data from BrightLocal, 86% of consumers read reviews for local business (increasing to 95% for people ages 18 – 34). Consumers are always seeking out social proof to ensure they are making the right decision, If reviews from a trusted source like Google are prominently displayed on your website, this social proof is right in front of them, decreasing the chance that they will look elsewhere.
Google reviews also help build trust more than a traditional testimonials page. Google recommends that all the site owner should have control over all main content except for user generated content such as reviews and comments. Testimonial pages with static reviews are controlled by the site owner, and don’t guarantees legitimacy. Reviews that come directly from Google cements trust in users that reviews are legitimate.
This also has SEO benefits for your website. Review signals are a big ranking factor for Google’s “local pack” – the listings that appear underneath the map on local searches. More reviews mean you will appear higher in these local search results, putting you in front of more customers in your local area. Onsite reviews from third parties also help boost page quality, which can have a positive impact on search rankings and traffic.
Perhaps most importantly, if your website has eCommerce features onsite reviews can help boost conversions massively. Social proof is one of the biggest deciding factors to whether or not a customer chooses to buy a product.
If you don’t have Google Reviews on your site currently, eSterling can help.
Our team of web designers can install a Google review widget onto your site that will fit perfectly into your existing website design.
Contact us now for more information on our Google review widget.
Online shopping has become a central part of daily life for millions across the UK. With internet speeds improving, fast mobile data coverage extending across the country and websites becoming more feature-rich, eCommerce websites are quickly taking up more and more market share from traditional brick and mortar retail stores
According to the Office for National Statistics, in 2018 one in every five pounds spent in UK retailers was online.
With so many people now going online to purchase goods, if your eCommerce website isn’t up to scratch, you could be missing out on a lot of business.
To help improve your eCommerce site, eSterling have put together four steps to get your eCommerce performing better and generating more sales.
Create an Easy User Journey
Customers are quickly put off by complex, confusing sites that lead them on a wild chase to find what they want. Sites that have an easy to follow structure, clearly displayed information and simple payment and checkout process are much more likely to convert site visits into sales.
Your products should be grouped into easily identifiable categories and subcategories with a simple navigation that allows your users to quickly see the next steps they can take. Design and functionality should blend together to promote uncomplicated navigation through the site.
Users also expect clearly displayed pricing, shipping cost, estimated delivery dates and returns, so all eCommerce sites need to make this information easy to find. To further support customers, offer uncomplicated ways for them to contact you if they can’t find the information they need.
Multiple steps in the checkout process will cause users to abandon their purchases. Anything that can be done to simplify this process down as much as possible will reduce cart abandonment and ensure that your site is converting to its full potential.
If you need help creating a seamless user journey, eSterling have over 40 years of combined commercial experience in web design – our team of designers & developers are experts at combining stunning aesthetics with simple usability, allowing users to navigate eCommerce sites effortlessly.
Focus on Product Pages
When eCommerce sites have hundreds of products for sale, optimising each and every product pages can often seem like a gargantuan task. However, neglecting this will damage your chances to succeed in the online marketplace.
Creating successful product pages is centered around communicating as much information as you can about the product in the most concise way possible.
Product descriptions should be clear and engaging, including what your product is, what it does and why it’s better than your competitor’s products. Any important info about product specifications should also be prominent so customers will feel confident they have found the right product for them.
Good photography is equally important – when searching the internet for goods, consumers will often scan the page rather than take in every detail. The first thing customers will see is the product image so high quality and correctly sized imagery is imperative to converting more sales.
Track Site Performance
Understanding exactly how your site is performing is key to success in the eCommerce world.
Tracking site performance and looking at how customers interact with your site will allow you to see exactly what you need to do to improve your eCommerce experience.
For instance, if your data is showing that users are adding items to the cart but abandoning the process during checkout, you know you need to look at how you can improve your checkout process.
Installing eCommerce tracking allows for lots of useful insights such as this, and will become one of the most important tools at your disposal.
eSterling offer eCommerce tracking with our eCommerce SEO, which allows you to accurately track how customers interact with your site.
Trust is one of the most important factors when it comes to deciding if you buy a product online. If a customer doesn’t trust a site with their payment details, there is very little chance they will make a purchase.
A professional site design is one step toward building trust with potential customers, but this shouldn’t be the only thing you do.
Getting onsite customer reviews is a great way to build trust – social proof is one of the most important aspects of how people to decide to interact with websites. If it is prominently displayed that other people have had a good experience with buying from your site, it will be much more likely thta others will make a purchase.
Making sure your site has an SSL certificate is equally important to ensuring users trust your store. Google Chrome has now started marking sites without HTTPS encryption as “Not Secure” in the address bar. With online safety being at the forefront of people’s minds, seeing a warning like this could prevent many users from trusting your eCommerce shop.
eSterling offer Google review widgets for your site, prominently displaying your Google reviews on your site’s homepage, as well as SSL certificates with out hosting packages. Get in touch now for more information
It seems like a good thing to have, and there’s plenty of companies out there who harp on about its effectiveness and how it improves the search rankings. So here is some information we thought would be useful
What is Google Business View?
Based on Google Street View, Google’s Business View gives users an inside view of your business. The idea is that, instead of just seeing a shop front, warehouse or generic office facade, you can now do a virtual walk in and see what the business looks like on the inside.
The difference from Google Street View is that there is no special Google vehicle doing the photographs. Instead, to get all those 360° images, you must hire a trusted agency (which we are) – it’s not something you can just do yourself.
The web seems to be unanimous in saying that there are benefits to having your business included in Google Business View. Having images of your business displayed right next to search page results should give customers a better sense who you are, and whether you are a real and trusted company.
So, it would be fair to say it will help your click through rate. But will it help your search ranking?
To date, it there doesn’t seem to be much research on this, and Google are pretty “hush hush” about it.
“An article that appeared in Moz.com in 2013 did show that sites that ranked high in local searches and have also adopted Google Business View managed to retain their dominance.”
Which suggests a correlation between having Google Business View and maintaining a Google ranking.
One thing we are fairly sure about, is that Google usually looks after those who use a Google feature. Having a virtual tour may not directly boost rankings, but is will increase trust, which does play a part in the local algorithm.
What can we offer with this Google 360 service?
- High quality 360 degrees walkthrough of your business from a Google Trusted & Verified agent
- Images linked to allow a virtual walk around offering a Virtual reality experience
- Interior & Exterior images
- Improve your Google presence
- Improve traffic to your website
- We will add the feature on your Google Business page, maps and street view
- Can be viewed across all mobile devices
- The codes/306 will be embedded onto your website
- The codes/306 can be embedded onto your social media accounts
- Ideal to show your showrooms/offices/factory/industrial/Warehouses
To discuss this package please contact Wave White on 0121 766 8087
Letting a website linger way past it’s sell by date will have a lasting, negative impact on your business but knowing when to start again can be tricky, so here’s some tips and signs that will help you to know when to invest in a brand new website.
Here are some of the most obvious signs that your website needs a redesign:
The web has moved on.
The online industry moves at an incredible pace and new trends, techniques and layout options appear almost on a daily basis therefor it is inevitable that your website will be out of date at some point in the future. There is no getting away from this. Sure, you can re-skin a site (this can often be more expensive in the long run – Ed) and patch it up but your essentially putting a plaster on it until the next time.
Web Design trends are a funny business. They can have the ‘wow’ factor but they can also date a website badly. I have a checklist which let’s me know if a trend is here to stay:
- Does it improve the User Experience?
- Does it improve website performance?
- Would the website be a success without it?
- Does it help the site achieve it’s goals?
Using this checklist I have been able to utilise existing a new trends which are of benefit to the site as a whole.
The site is no longer fit for purpose.
If your website is effecting your day to day running or you can identify holes in the online ordering process the site is already not fit for purpose. Your website should work with your business and not produce problems or extra work for employees. it can often be frustrating if you are constantly working around your site or having to change your workflow because of it.
Using a Content Management System (CMS) that is not intuitive can also lead to frustration. It is important that you are fully trained to use your particular CMS once the site is built and neglecting this can lead to struggles further down the line.
If your website no longer works for you but against you, it’s time for a redesign.
Your competitors are way ahead
This is a particularly tricky arena because sometimes following the trends of the market leaders can reap excellent rewards because your new and existing client base will already be familiar with the look and feel of your website and will reflect a professional approach to your business.
On the other hand, sometimes it is better to stand out from the crowd and put design first to help you achieve this. An example of this can seen with Apple in 90’s when they decided to produce desktop machines that looked totally different to the beige boxes that were on the market at the time. Apple pivoted to put the emphasis on design led products which reaped dividends.
This choice is normally dictated by what market sector your business is in so consult an expert on the subject to find the best approach for your business.
You’ve not updated in ages
The average lifespan for a well designed website is normally 3-4 years but in all honestly, if you had a website built yesterday and it was built poorly, it’s already time for a redesign! We get that your busy with the day to day operations of your business but your prospective customers want signs that you’re professional about all aspects of your business and a dated looking website is a surefire way of losing potential business.
Your website should be your statement, your first impression and if it’s dated or worse still, broken or not rendering correctly in modern browsers it will be harming your image and your reputation as a business.
Don’t fall into the trap of thinking “It’s only a website”. In most cases it’s the first place people go when speculating your services.
If you could attribute at least one of the following words or phrases to your existing website it’s time for a redesign:
- confusing to use
- not rendering correctly
- not mobile friendly
- hard to update
- Content Management System is confusing.
If you’re wondering whether having a new website will help you gain business via enquiries or you want more traffic to your website, the simple answer is no. In this instance I would advise you to read about Search Engine Optimisation before completely rebuilding a possibly perfectly good website.
If you can relate to any parts of this post then you already know whether or not to redesign.
Having a new website built begins with an aim, a purpose. “What do you want your website to do for your business?” is one of our first questions we ask and we go from there. Make lists of requirements, functionality, sitemaps and anything else you can think of! Be open and honest and set goals. Take advice and if it is inline with your website’s goals then go for it! Employ designers and developers that have a track record of delivering and for that reason alone, eSterling is a great place to start.
The new eSterling website has been a labour of love for myself for just over 18 months now and the result is so far removed from the original ideas and sketches I created back in the winter of 2015.
As we know everyone’s a critic so I knew my ideas had to be solid and without doubt, the right way to go. So with that in mind I set about tearing through the old eSterling website to find a more streamlined sitemap which focussed on three main elements:
- Who are we?
- What do we do?
- Evidence of our success
Once I got a defined page list I was able to begin sketching out the main pages which were to make up the bulk of the new website.
It quickly became evident that the copy from the old website did not have the tone I wanted for the new website – it was stuffy and very formal. So with the help of the beautiful people from our SEO department we were able to come up with more relaxed, engaging copy which reflected a more friendly approach.
After sketching out the layouts of all the main sections of the website and confirming the UI elements, I finally opened Photoshop to address the design’s look and feel. Once I’d selected the right design elements according to our branding guidelines and created some concepts from within Photoshop the home page began to take shape.
The home page dictates the style of the whole website and therefore, at that stage every design decision was pivotal in the make-up of the new site. Now, I would be lying if I said that this stage took a couple of days, it in fact took 3 months! The structure, layout, typography, imagery and individual elements had to flow and with this in mind I began to obsess over every little detail.
I had to draw a line in the sand and when I saw that my revisions were not as good as what I had originally designed I realised I had to move forward or risk the whole project going stale.
I then had a home page which I was (generally) happy with, the mobile and tablet versions were created alongside the desktop version using Photoshop’s lovely Art board feature.
So, do we need a CMS? If so, WordPress? What responsive framework do we use? Maximum grid width? Which font repository do we use?
In short I went with the following:
- No CMS – More light weight and we’re web professionals – we shouldn’t need a CMS to update our own website!
- A much scaled down version of Foundation – Light weight and simple to use
- Fluid grid system of 100% & 1200px – Why tie yourself down to just 1?
- Google Fonts – They have the right fonts and in the right weight
It’s these decisions that we make daily that are vital for any website we build, not just our own.
…It’s off to work we go
At this stage I was fully entrenched in Sublime Text trying to create the best website I’ve ever made. Beautiful, fast, informative, responsive, easy to follow, the list goes on! It was very challenging and a lot of fun!
I would often ask my fellow designers for their input and something which kept coming up was imagery. We lacked high quality images of the staff and premises so I scoured the web for Birmingham based photographers who could come in to eSterling Towers and take some beautiful pictures of the staff at work.
The name that jumped out was Ross Jukes. He was only in the office for what felt like 10 minutes but he produced some really amazing pictures for the new website. We hope you like them because we certainly do! Ross is available for commercial work so visit his website here.
When taking on positive/negative criticism it is important for any designer to keep the initial vision and aim of the site firmly in mind. If any advice or criticism deviates from the original plan, discard it with a polite ‘Yea, I’ll look into it’, but it is just as important to accept criticism when it works towards your original goals. Don’t be too stubborn to accept it with a ‘Yea, that’s a good shout’.
Once the team had taken a good look at the website and decided it was ready, we then set about launching eSterling.co.uk v3.0.
The website launched on Thursday 4th August 2016 and I really hope you like it.
Special mentions: Richard Locke, Wave White & Antoniya Darova for glorious PHP and copy that makes sense!
As ludicrous as it sounds, there are only 106 days left until Christmas and whilst the sane amongst us are still hanging desperately onto barbeque season and flip flops, the retailers amongst us know that now is the time to get ready for the festive season. The mince pies are in the supermarkets, the incidence of toy adverts on the television is steadily increasing and consumers, whether they know it or not, are being subtly herded towards the bright lights and ringing tills of Christmas shopping.
Now is the time to make sure your website is ready for the approaching season of madness, take stock, decide on any strategies or special offers and make sure your web development company has details of any changes you want to make sooner rather than later. Christmas 2013 is going to be tough for retailers but with a slight upward trend in the amount of consumer spending, for the well-prepared things are looking up. So, what to do to get your website ready?
1. Freshen up.
Have a good check through your content. It is always a good idea to change or add to your website, keeping your content fresh not only gives you Google points, but it keeps your customers interested too. If your site has a featured products section, start adding in your best-sellers or any new ranges. Make sure any photography is professional and shows off your products to their best advantage.
2. Special Offers.
Consider running some seasonal offers. Online purchasers love little extras like free delivery and that can make the difference between them choosing your site and someone else’s for their gifts. Most modern ecommerce systems will allow you to display linked products (customers who bought this also bought that). Alternatively a good old-fashioned BOGOF always goes down a treat.
3. Keep things simple.
Making your website hassle-free is one major way of improving your customer commitment. Look at how smoothly your search function works, and how easy it is for customers to checkout. Keep things simple and give good customer service and people will come back.
4. Don’t go mad on the tinsel.
Although you want to get ready for the festive market, don’t over-do the Christmas vibe. Gradually introduce changes to the site to get ready for the bells and whistles of December, but don’t go for it too early.
If you need to discuss any promotional changes to your website, or would like further information on website design, get in touch with eSterling today. We offer full design and development services to ensure your website is at the heart of your business.
Anyone who pays any attention whatsoever to the world of web design will by now be very familiar with mobile sites and the concept of responsive design (and if you aren’t, you can read more here).
Well, now there’s another reason to perfect your mobile presence – Google have now decided to take the smartphone-friendliness of a website into consideration when determining where a site ranks in its SERPS – meaning if your site can’t strut it’s stuff on the small screen, you could be losing even more traffic than before.
Google have announced in a recent blog post that they are planning to roll out algorithm updates that will penalise websites that are incorrectly configured for mobile browsing.
Here are a few of the most common errors made in mobile sites, and our advice for avoiding them:
Correct Your Redirect
A common strategy for providing a mobile site alongside your desktop website is to use different URLs to serve different pages. This tactic can work very well, as it allows you to lay out the content on your pages in a different format that is better suited for smaller screens and touch-based interaction. However, these redirects must be handled correctly in order to provide a consistent experience for the user with minimal frustration.
A mistake that often crops up with this sort of configuration is directing smartphone users to a set page (most often the home page), no matter which desktop page they are trying to access – requiring extra work from the user in order to navigate back to the page they originally attempted to visit in the first place! Naturally, this can be a source of annoyance for the user, and can result in them leaving your site in search of something less tedious to find their way around.
The solution for this issue is simple – make sure each page redirects to its own respective mobile-friendly page. If the content is not available in mobile form, then directing the user to the home page or other related page is preferable to serving a 404 page – but still not really ideal.
The difficulty that mobile platforms have with video content is well documented, and a topic for lengthy discussion in its own right. However, if you’re serving unplayable video content to your mobile users, pretty soon you can expect to see a drop in your search rankings.
The solution for this problem is (perhaps unsurprisingly) to avoid Flash content on mobile sites in general, as it is unsupported in iOS and Android version 4.1 and higher. To include video content, it is possible to use the new HTML5 markup
<video> tag, which should work without a hitch on all mobile platforms.
If you also provide a mobile app, it would seem only logical to promote this app to users browsing on a mobile device – and this can seem like a perfectly user-friendly move too, as your app may provide a better interface for your users to interact with similar content. However, advertising your app through interstitials or other methods which disrupt the conventional user experience of your site will soon start to have a negative impact on your site’s rankings, as well as annoying your users.
This doesn’t mean that you can’t try to entice mobile users with your shiny new app – as long as it is done tastefully. Google recommends using a “simple banner” displayed inline, alongside the rest of your website’s content. This can mean either a standard HTML image banner or utilising the support offered by the device’s native browser and operating system – for example Smart App Banners for Safari on iOS6.
More Speed, Less Haste
On top of these new rules concerning content, Google’s head of search spam Matt Cutts has alluded to a site speed penalty for mobile sites, similar to the penalty imposed on slow loading desktop sites. Whilst not much information has been disclosed at the minute, it’s fairly safe to assume that as mobile users are often connected to the internet via low-speed cellular connections, the load time that must be achieved will probably be significantly faster than in the desktop speed test.
As is usually the case with Google’s algorithm updates, these new guidelines will help to make the web a better place – both for webmasters and users themselves. Here at eSterling, we welcome them with open arms, and look forward to the mobile web becoming more user-centric and streamlined.
If you’d like to read more on the issues which may cause your mobile site to lose rankings, Google has helpfully compiled a list of common mistakes in smartphone sites to help you out.
As always, if there’s anything in this post which you wish to discuss or would like some more information on, please leave us a message in the comments or email us here.
How often do you use your smart phone or tablet to search the web? If you’re anything like the rest of the population the answer is more than ever before. Figures show that mobile traffic is increasing month on month and data from Microsoft Tag suggests that:
50% of all local searches are performed on mobile devices
What this means for you depends very much on how your website has been built.
For those of you with older websites, the chances are that your site, designed with desktop browsing in mind, is not going to display well on mobile phones or tablet computers. In this convenience-crazy world we have created your dear browsers (who you have invested time and money to get) will not wait around to decipher your messy-looking web site, they will move on to the next one. This means you are potentially missing out on 50% of all search traffic for your product or service.
How to fix it? Instead of having a desktop version and a mobile version of your site, you need to ask you web design agency about responsive design. In this age of flexibility, having one single website that displays equally well on a variety of devices will maximise the potential of your web traffic and remove a potential barrier to them contacting you. Responsive design aims to make your site easily readable without layout or scrolling issues, giving you clarity, usability and style in one handy, flexible package.
There are loads of different ways your website designer can achieve a responsive design, but let them worry about the technicalities, email firstname.lastname@example.org to discuss your needs.
The introduction of Google Authorship into Google’s ranking algorithms could seriously shake up the SERPs – We take a look at why, and how you can start to prepare!
In-bound marketing techniques have made quite a large shift in the last few years, as I’m sure regular readers are aware by now – the importance of inbound link building has subsided to make way for a content and usability-based ranking system known as TrustRank.
This shift has, however, brought with it a new breed of unscrupulous strategies – poorly generated content with no real substance, article spinning (the chopping-and-reforming of articles in order to make them appear unique – often with less than perfect grammatical results) and article directory sites full of worthless content that is read by no one, created solely for the purpose of manipulating positioning on search engine results pages.
The Authorship concept was conceived a lot longer ago than you may first think; the relevant patent was approved way back in 2007. Originally dubbed Agent Rank, the patent has now undergone two continuations (the first in 2009), but the most recent continuation is the most significant.
This is the first claim in the most recent update:
“1. A computer-implemented method comprising: evaluating a document that is hosted on a site, the document including a content item to which a maker of the content item has applied a digital signature; determining whether the digital signature is portable; if the digital signature is portable, using a reputation score associated with the maker in calculating a quality score for the document; and if the digital signature is not portable, using the reputation score associated with the maker in calculating the quality score for the document only if the digital signature is fixed to the site.”
(I know, it made my head hurt too!)
The most important bit is the mention of a “portable” digital signature. This allows the author to create content for various blogs, websites and article directories, whilst carrying through their reputation from their other online content. The name of this portable digital signature? The big G’s very own social network, Google Plus.
This allows you to associate all the content you personally produce with your own Google account. Google can then use this to determine how useful your content is, by judging how well received your previous content has been. If you continue to write good, useful articles with meaningful content, then you can expect to see your Author Rank increase, and as a result, your articles will reach higher positioning in search results. If you write rubbish articles with spammy content that are of no use to anyone, then you can probably expect the opposite to happen.
Authorship works by utilizing a new tag introduced in HTML5: the rel=author tag. This tag can be added to any <a> tag to denote that the link refers to the author of the content. Using this tag in conjunction with your Google+ URL allows you to link your content to your Google+ account, et voilà! You’ve claimed your first piece of content.
Of course, it isn’t quite that simple. In order to verify your authorship of the article, you must first add the URL of your blog to the “Contributor to” section of your Google+ profile, in order to prevent people from claiming their content was written by any Google+ user that takes their fancy.
Being able to verify your content with your Google+ account will help your content rise above the sea of poorly written junk-content of the black-hat SEO practitioners and article spinners.
It’s important to remember that at present, authorship doesn’t offer any actual boost to your search engine rankings (although studies have found that the “rich snippets” that authorship can generate can increase your CTR by 30-150%, and there’s another hidden benefit of authorship too!); it is simply just a way of claiming credit for your work. However, Google have frequently voiced their intentions for a method of distinguishing and validating content in search results, so it is extremely likely to become a deciding factor in search engine rankings in the near future. Whilst the introduction of Authorship as a factor in deciding rankings isn’t likely to penalise sites, and it probably won’t have anywhere near the SERP-smashing effects we’ve seen from our furry friends Panda and Penguin, it’s going to carry some sort of weight, and it makes sense to begin preparing for it to come into swing now, as those that don’t are putting themselves at a disadvantage already. If you fail to prepare, prepare to fail!