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1 Why Claiming Your Identity Matters: From Authorship to Authority
2. Questions were going to answer.Why is Google interested in Authorauthority within the SERPs?What can you do to ensure youre anauthoritative author?2 3. 3 4. They understand theCult of Personality 4 5. In 1948, HarryTruman Shook hands with1 out of every 300 US Citizens. Travelled31,000 miles 77% of the circumference of the globe.5 6. 4 Years laterToo dull, too stale and devoid of humanity 6 7. Eisenhower Answers America, Produced by Rosser Reeves, creators of M&Ms melt in yourmouth, not in your hand7 8. "I think the Americanpeople will be shockedby such contempt fortheir intelligence,This isnt Ivory Soapversus Palmolive." 8 9. That election was won because Eisenhowers ads createdauthority.RationalReality 9 10. 10 11. Google is encouraging this why?11 12. GIFTOnline Disinhibition Effect 13. Children were 10 timesas likely to steal whenin an anonymousgroup.No mask and on their own? 8% took the money.Mask and crowd? 80% took the money. 13 14. The wit of YouTube14 15. Greater Internet F**kwad Theory.GIFT(Online Disinhibition Effect) 16. Brands are suffering from G.I.F.T Massive Market Manipulation, LIBOR Scandal Bribery Money Laundering for Drug Cartels Child Labour17 17. Ethical companies make more money.18Standard and Poor 500 Index vs Ethisphere Institute WME 2011 18. Customers punish mistakes hard. Ethical: $9.71Unethical: $5.89Control Group:17% 29% $8.31 Reward Punishment19 19. SEO is suffering from G.I.F.TIf you plan on having a lot of money you pretty much have to be acrook to some degree. It is that simple.You need to throw your ethics out the window if you want tosucceed. Play by the rules is all you need to do. If blog spammingis illegal then dont do it, its not, then game on20 20. So, why is Googleinterested in authorauthority within theSERPs? 21 21. things you need to take action on tobecome an authoritative author. 22 22. Be Visible 23 23. Be a visible author. 24 24. Be Connected 25 25. Be a connected author.Authorship = Real people = relationships = links& shares. 26 26. Be Prepared27 27. Be a prepared author.28 28. Be Accessible29 29. Be an accessible author. Love the company? Live the brand?Prove it. 30 30. Authority comes from being a real person. Real people have a past and a future and theydont act like YouTube comments This doesnt end or start with rel=author. Itcomes from being Visible, Connected, Prepared, Accessible31 31. Thank you! Ben Bale Director, Digital Australia Weber Shandwick [email protected] @benbale 32
