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How to Link Your Google+ Company Profile to Website Content

Google has provided a way to use your Google+ profile to identify content you’ve written on websites you contribute to. In terms of your business, this also enables you to include your employees and those behind the content and products you provide on your website. Proper integration of such provides three benefits:

  • It personalizes your website a lot more, increasing the trust you build between your brand and your users. Seeing the smiling faces of the people behind your content and products makes your website much more real and much more identifiable by displaying the pictures and names of the people who are writing your content with the content that is published.

    This means you build greater trust in your visitors, and they become more likely to convert in the manner you want them to.

  • It gives your search listings on Google.com more real estate onscreen. Identifying your content with people gives each of those content pages a larger listing in Google.com search results. Each listing includes a picture of the person who wrote the content, a link back to that person’s Google+ profile, and an opportunity to circle that individual. If the creator shares content for your company, your brand gets greater visibility.

  • It does give you some search advantage, especially in personalized search results. Some preliminary (if unscientific) testing has shown that listings with a linked Google+ profile to the content do rank a little better than content that is not associated with a Google+ profile.

    Perhaps this advantage comes about because the Google folks know that the content is associated directly with a real person on their network. If you’re looking for a guaranteed way to rank your website higher, consider linking your landing pages to the actual authors of your content who have Google+ Pages.

Google, unfortunately, only allows you to get the additional author data to show up in Google.com search results if you link the author’s name or image to a Google+ profile page. Google won’t attach that data if you link it to a Twitter or Facebook profile, for instance. Although this policy does put Google in a walled garden of sorts, stick to the practical benefits and make those links.

There are essentially two ways you can link your Google+ profile to your website content. In brief, here they are:

  • Linking the byline of your content directly to the author’s Google+ profile: This simple link format is easy to set up.

  • Linking the byline of your content directly to the author’s profile page on your website and then linking that profile back to his or her Google+ profile: If you prefer that your authors have their own profiles on your website, you can still link each author’s profile, using an HTML format called microdata, back to the author’s Google+ profile.

When you’ve implemented either method, give it a couple of weeks, and you’ll start to see your content show up with an author image and name in Google.com search results.

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