Internet search set for major Google shake up

A quiet revolution is sweeping the internet which insiders predict will result in the biggest shake up the industry has seen for years. Rumours have been circulating for months that Google is about to take its mission to promote high quality content to the next logical level by introducing a ranking system for the authors of that content.

AuthorRank is expected to be incorporated into the Google algorithm in the very near future, providing another factor for the search engine to use in determining where a web site ranks in its search results. It will not be a replacement for the current PageRank but is likely to have a major influence on it.

This latest move is not being seen as a new way to penalise sites that fail to live up to Google's standards, but as a means of recognising authors and pages that provide informative, credible content. Sites that ignore it, however, may find themselves slipping down the rankings if their competitors spend time on building their own AuthorRank.

SEO experts like Alex Wares, managing director of digital marketing specialists Mediarun, say that while there is no need to panic, sites must ensure they are prepared for AuthorRank. 'We don't know when, but we know it is coming, just as soon as Google is sure it works. We don't see this as a negative thing. Sites that prepare for it using sound SEO strategies will find it offers a great opportunity to improve their rankings in the search results.'

AuthorRank will join more than 200 other factors considered by the Google algorithm in determining the order of search results. As a major influencer of PageRank, it is likely to be based on a range of indicators such as the number of shares and comments an author gets, the credibility of the sites they publish on and the number of times they post.

An active Google+ profile will be essential in getting a high AuthorRank. This enables a writer to insert links from their profile to sites they contribute to and to link back to their profile from their articles or blogs, thus telling Google who to associate with the work. This approach is already paying off for many writers who now find their content listed as Author Rich Snippets accompanied by a photograph of themselves. This alone is doing wonders for their hit rates.