Gumpo white logo
  • +44(0)1625 453 009

Article:

Is Authorship the Secret to SEO Success?

When you look for something to read, what do you consider? If you’re looking for a book, you might check out the cover, or the blurb. If you’re browsing a website, you might look at the headlines or the pictures. How do you know, however, whether to believe what you’re reading?

You might trust the source your article or book comes from. The BBC or Oxford University Press are the sort of people who publish information you’re meant to trust. But beyond the top-level of trustworthy, how do we rank the believability of what we read? One of the main ways is through our impression of the author’s trustworthiness.

If you have heard of the writer, or you get the impression from their writing that they are a reliable source, you are more likely to believe the arguments they put forward.

This is not just true of individuals though. It is also a factor in how Google understands your website, and an increasingly important factor in how your pages and articles rank.

What is Authorship?

In the most basic terms, Authorship is considering who wrote the page that you are reading. Trying to maximise the trust that your writing can inspire is nothing new in marketing. In fact, E-A-T (Expertise, Authority, Trust) has been a mainstay in marketing for years.

Marketers have been wondering how to best get across the credentials and trustworthiness of an article’s author for years. While literally listing the qualifications of an author may work to convince individual readers, it is not currently a ranking factor according to Google.

As a result, authorship is a somewhat nebulous concept in SEO. While Google doesn’t directly tell us how authorship affects SEO rankings, we understand that it does have an impact beyond simply helping an individual reader to understand the relevance of a search result.

How much does Authority Matter in SEO?

When people make a search query, they are looking for answers. They need to know that you are able to give them the answers that they are looking for, and that those answers are correct and accurate. Authoritative sources are much more likely to provide a successful response to a search query than any other type of search. As a result, Google understands that those pages provide a better experience for its users, and is more likely to rank them higher than pages that provide a worse experience for users.

How do you Prove your Authority?

Authority is not just about saying the right things. After all, anyone can do research on a topic and pretend that they are the expert on it. Authority is showing that you are a genuine expert on a subject – and that you have the receipts to prove it!

One way to do this is to attribute your writing properly. Google takes into account a range of factors when it tries to determine authority. One of these seems to be how consistently the author’s name appears across the internet discussing the same topic.

Another means of proving authority is to use your accreditation and experience. This can mean multiple things – awards, qualifications, accomplishments and more. Being able to prove your experience and qualifications can improve your authority.

Who Cares About Style?

Finally, websites are ranked not just by search engines, but also by people. People don’t make their decisions based exclusively on data and evidence. They make them on emotions and opinions. Style is far more convincing to the average user than any number of qualifications and awards. Having both a recognisable and readable style is much more likely to lead readers to continue reading than Google can understand.

However, one thing Google does understand is numbers of page views. Pages that are more popular with readers will be rewarded by Google with improved site rankings. This means that it is clear to Google that a page that users are enjoying is a better page, and as such a better result to show searchers.

Google makes a big song and dance of wanting to focus on content that is designed for human beings. That means that content which is boring, repetitive, designed for or by machines and poorly written is not what Google wants. Authorship is essential to showing Google that you understand its guidelines, and are taking them seriously.

To learn more about our Content writing services, check out our full range of blogs, or read our service page.

PrevPreviousWhat Is Helpful Content?
NextWhy Use Amazon Ads?Next
Want to find out more?

Get in Touch!

Contact us to learn more about how content writing helps your business.

Find out more
Contact Us

More articles from the blog...

selective focus of human and robot hands typing on laptop at workplace

What’s Going on With Search? An (AI) Overview

  • June 11, 2025
  • Erin
Read Article
Eurovision

What Eurovision Teaches us About Branding in a Crowded Market

  • May 14, 2025
  • Holly
Read Article
serp blog

What are SERP Features?

  • February 17, 2025
  • Stevie
Read Article
google care content

Google Doesn’t Care About Your Content

  • February 17, 2025
  • Erin
Read Article
Programmer analyzing complex AI brain models on laptop, running simulations

DeepSeek Takes Over AI Landscape

  • January 28, 2025
  • Gumpo
Read Article
Marketing Ecosystem

Goodbye funnel, hello ecosystem

  • November 21, 2024
  • Stevie
Read Article
Analyzing marketing tools

How to Avoid Boring Content for B2B Businesses

  • September 9, 2024
  • Gumpo
Read Article
Wooden block with money banknote and piggy bank, Interest rate increases, Profit from deposit money, Successful business investment, Money savings for future, Interest rate and mortgage rates

What is the most effective way to spend your marketing budget?

  • August 15, 2024
  • Gumpo
Read Article
ppc changes blog post

Top 4 changes in the world of PPC to adopt in 2024

  • June 19, 2024
  • Gumpo
Read Article
All blog articles

The best way to start marketing your business is to talk to us first.

You can reach us in the following ways

1

live chat

Talk to us directly in a chat window Available Mon-Fri 9am – 5pm

Chat with an advisor
2

call us

01625 453 009
Available Mon-Fri 9am – 5pm
Click to call
3

message us

Get in touch and let us know what you would like to achieve

Send message
Gumpo white logo
  • +44 (0)1625 453 009
  • [email protected]
Facebook-square Instagram Linkedin Twitter

GUMPO HOUSE
28 King Edward ST.
Macclesfield
SK10 1GH

  • Our Work
  • Articles
  • Privacy Policy
  • About
  • Contact
  • Cookie Policy
  • Privacy Statement
  • Our Work
  • Articles
  • Privacy Policy
  • About
  • Contact
  • Cookie Policy
  • Privacy Statement
  • Amazon
  • Content
  • Email
  • PPC
  • SEO
  • Social
  • Amazon
  • Content
  • Email
  • PPC
  • SEO
  • Social
  • Web Design
  • Web Development
  • Branding
  • Web Design
  • Web Development
  • Branding
Gumpo
Manage Consent
To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behaviour or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.
Functional Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes. The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
Manage options Manage services Manage {vendor_count} vendors Read more about these purposes
View preferences
{title} {title} {title}
  • Work.
  • Services.
  • Work.
  • Services.
  • – Digital Marketing
  • – Digital Marketing
  • Amazon
  • Content
  • Email
  • PPC
  • SEO
  • Social
  • Amazon
  • Content
  • Email
  • PPC
  • SEO
  • Social
  • – Creative
  • – Creative
  • Web Design
  • Web Development
  • Branding
  • Web Design
  • Web Development
  • Branding
  • About.
  • Articles.
  • Contact.
  • About.
  • Articles.
  • Contact.
Facebook-square Instagram Linkedin Twitter

+44 (0)1625 453 009

[email protected]