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Establishing Author Authority in SEO

Posted by Surgeon’s Advisor

Man in a suit holding a piece of paper that says "Be the authority"

What is Author Authority?

The concept of Author Authority (or “author rank”) refers to the perceived expertise, credibility, and influence of an individual author within a specific field of study, such as medicine. You can consider it a sort of creator quality score. In the context of content creation and SEO, it means that search engines, particularly Google, take into consideration the reputation and authority of the author when assessing the quality and relevance of the pieces of content on a website. Establishing author authority involves building a solid online author reputation through consistent, high-quality content, engagement, and interactions within a particular niche.

Author authority goes beyond the content itself; it considers the author’s history of producing accurate, reliable, and valuable information. This recognition not only benefits the author but also enhances the credibility of the content they create. Google aims to prioritize content that comes from reputable and knowledgeable authors, as this ultimately leads to a better user experience by delivering trustworthy information.

Is Author Authority an Actual Ranking Factor Today?

Yes, a strong author authority is indeed a crucial factor that can influence search engine rankings, especially for medical professionals, although it might not be as straightforward as some other ranking factors. Google’s algorithm doesn’t have a direct metric for author authority as it does for factors such as backlinks or page load speed. However, Google’s emphasis on expertise, authoritativeness, and trustworthiness (often referred to as E-A-T) in its search quality guidelines makes it clear that the reputation of the content’s author is significant.

So Author Authority has a pivotal role in SEO success and has its own weight on search algorithms, but how can healthcare professionals use it for building trust with our audience (current and prospective patients), and other content authors and showcase our expertise, authority, and trustworthiness with search engines?

Building a Professional Online Presence

Establishing a strong and professional author identity is essential for increasing authority among users. Beyond just the content you create, it’s important to project an authoritative image that demonstrates your expertise and credibility. This can be achieved through various strategies:

Creating Social Media Profiles

Social media platforms are powerful tools and have a pivotal role in building and showcasing your expertise as a doctor, especially if you are a plastic surgeon when people want to see the results of your work beforehand. By creating profiles on platforms relevant to your niche, you can share your content, engage with your audience, and demonstrate your knowledge.

One of the most popular channels for plastic surgeons is Instagram, but there are other platforms you can use if you want to get the most out of social networks. Whichever network you choose, regularly posting insightful content, participating in relevant discussions, and responding to comments on your Social Media Profiles can help establish your authority among users.

Setting Up an Author Website or Page With Author Schema

Creating a dedicated website or page for yourself as a doctor serves as a centralized hub for your work and credentials. This platform can host your portfolio of cases, showcase your expertise, and provide a more comprehensive view of your authority. Implementing Author Schema markup on your personal website helps search engines understand the authorship of your content, potentially leading to rich snippets that display your name and credentials in search results.

In addition to setting up a website for you or your practice, consider the importance of metadata and digital signatures. Although Authorship Markup was deprecated by Google, metadata provides additional context to your content, helping users and search engines understand the relevance and authority of your work. Utilizing digital signatures in PDF documents adds an extra layer of credibility, as it verifies the authenticity of your documents, making it harder to tamper with or falsely attribute.

Adding Author Profiles on Every Content Page

Each piece of content such as procedure pages or blog posts you create should include a brief author bio with an author picture. This bio doesn’t need to be extensive; a concise biographical sketch highlighting your most relevant credentials (MD, FACS, Ph.D., etc) with perhaps an author byline is sufficient. This bio not only establishes your authority as a physician and as a content creator but also creates a personal connection with your prospective patient. Users are more likely to trust and engage with content when they know it’s coming from a knowledgeable and credible source.

Creating High-Quality Content Consistently

One of the most effective ways to establish and increase authority among users is to consistently create high-quality online content. Regularly publishing insightful, well-researched, and valuable content not only positions you as a reliable source of information but also keeps your audience engaged and coming back for more. Here are a few tips to consider:

  • In-Depth Research: Thoroughly research your chosen topics to provide accurate and comprehensive information to your readers. Well-researched authoritative content not only adds value but also showcases your expertise in your area.
  • Original Insights: Strive to offer unique perspectives and insights in your content. Presenting new ideas or taking unconventional approaches can help you stand out in your niche and solidify your authority. Creating unique variations of more famous surgical or nonsurgical procedures is an example of this.
  • Engaging Writing Style: It is not enough to just write relevant content, it should also be easy to read, engaging, and well-structured. Use headings, bullet points, and visuals to enhance the readability of your articles.
  • Addressing User Needs: Focus on addressing the needs, questions, and pain points of your target audience. By providing solutions to their problems, you’ll gain their trust and loyalty. You can for example look up which questions are being asked about a certain illness or procedure right now and provide answers to them in your procedure pages or in blog posts.

Quote Reputable Sources for Your Data

Yes, Author Authority matters and author reputation matters, especially as a doctor, but to further establish author credibility and authority, it’s important to support your content with data and information from other reputable sources, especially if you’re giving medical advice. Quoting trusted sources not only enhances the reliability of your content but also demonstrates your commitment to providing accurate and well-researched medical information. Here’s how to effectively incorporate reputable sources into your content:

  • Choose Reliable Sources: When referencing data or information, ensure that the sources are recognized as authoritative in your industry. Academic institutions, research organizations, government agencies, and well-respected experts are examples of reputable sources. Take for example sites like: MedlinePlus, WebMD, Mayo Clinic, Healthgrades, and the National Institutes of Health (NIH).
  • Provide Citations: Whenever you use data, statistics, quotes, or any information that isn’t your original content, provide proper citations. Citations not only acknowledge the original source but also indicate to readers and search engines that your content is well-researched and trustworthy.
  • Add Value Through Analysis: Don’t just quote data—add your analysis and insights to the information you’re presenting. Explain how the data relates to your topic, its significance, and what conclusions or implications can be drawn from it.
  • Link to Original Sources: Whenever possible, provide direct links to the original sources of the data or information you’re citing. This not only adds transparency but also allows readers to access more in-depth information if they’re interested.

Collaborate with Other Authors

Collaboration with other content creators in your medical niche can significantly enhance your author authority. Guest blogging is a valuable strategy that allows you to reach a wider audience and tap into the credibility of established authoritative authors. When guest posting, keep the following in mind:

Select platforms that are relevant to your niche and have an engaged audience. Guest posting on respected websites where other expert authors gather can expose you to new readers and build your authority. When submitting guest posts, focus on delivering exceptional value to the hosting site’s audience. Your content should align with their interests and address their needs.

Building relationships with other famous authors and doctors in your field can lead to opportunities for collaboration. Networking through social media, industry events, and online communities can help you connect with potential collaborators. Create original and insightful content for your guest posts. Sharing unique insights or case studies can set you apart as an authoritative contributor.

Collaboration not only expands your reach but also allows you to learn from others in your field. By sharing your expertise with different audiences, you reinforce your authority and credibility.

With these strategies in mind, you can continue to build your authority as a physician. Remember that becoming an authoritative figure takes time and consistent effort, but the rewards in terms of trust, credibility, and recognition are well worth it.

Becoming an Authoritative Source for Google

The power of Author authority doesn’t solely impact users; it significantly influences how Google ranks and displays content in search results. By establishing authority in your niche, you’re not only making a compelling case for users but also for search engines. 

Get Quoted and Linked from other Sites

Earning citations and backlinks from other reputable websites is a strong signal of authority to Google. When other medical websites reference or quote your content and link back to your website, it indicates that you are being recognized and respected within the industry. Here are some tips to consider:

Pages with outstanding high content quality are more likely to be referenced by other doctors and medical websites. Strive to produce content that is informative, unique, and valuable to your prospective patients as well as to people interested in the field. Similar to collaborating with other authors for users, contributing guest posts to authoritative websites in your niche can lead to citations and backlinks.

Conducting and publishing original research, studies, or surveys can attract attention from other authors, and even medicine students looking for credible sources to back their own content.

Keep an eye on mentions of your name or content across the web. When you identify instances where you’re mentioned without a link, consider reaching out to the author to kindly request a backlink to your original content.

Developing Trustworthy Websites & Blogs

Creating and maintaining a trustworthy website or blog is fundamental to building author authority for Google. An authoritative website showcases your expertise, offers valuable information, and adheres to Google’s quality guidelines, but is not just about creating well-crafted content, there’s also the concept of Domain Authority. Here’s how to develop a trustworthy online platform:

  • About and Contact Information: As said before, if you’re not creating a website for it, at least include an “About” page that highlights your qualifications, studies, awards, and work as your overall “Online CV” as a doctor. A clear and accessible “Contact” page also adds transparency and credibility.
  • Privacy and Security: Implement proper security measures such as SSL certificates to ensure user data protection. A secure website is more likely to be trusted by both prospective patients and search engines.
  • User Experience: Prioritize a user-friendly experience with a responsive design, easy navigation, and fast loading times. A positive user experience signals credibility to patients and people just interested in learning about your procedures.

Keep Your Content Relevant and Up To Date

Maintaining the relevancy and timeliness of your content is vital in the medical field. Google values content that addresses current trends and developments in your field. By consistently updating your content and addressing emerging topics, you demonstrate ongoing expertise and commitment to your profession.

Periodically review your existing content to identify outdated information or areas that require updates. Keep a pulse on the latest trends, news, and advancements in your niche. Create content that explores these new developments and technologies and showcases your understanding of the industry’s evolution. Content that remains relevant over time (evergreen content) should also be periodically reviewed and updated to ensure its accuracy.

Optimizing for Specific Search Queries

Optimizing your content for specific search queries that include terms like “top,” “best,” or “expert” can further establish your author authority. These search queries indicate users are looking for authoritative sources on a particular topic. To optimize for these queries:

Research Relevant Terms: As said before, identify search queries that include terms like “top,” “best,” “expert,” or “leading” in your niche but also include the location. For example, “top plastic surgeon in Houston” or “best allergist in Philadelphia” are good keywords to optimize for if you aim to increase your authority in those areas.

Create Targeted Content: Develop content that directly addresses these queries. For instance, if you’re a dentist, create content like “Expert Tips from the Best Dentist in Miami.”

Provide Comprehensive Information: Go beyond the basics and offer in-depth insights, tips, or recommendations. This demonstrates your expertise and provides genuine value to users.

Showcase Credentials: As mentioned above in this article, when optimizing for specific queries, ensure your medical credentials are clearly highlighted in your content.

Using Ranking Factors to Boost Your SEO Rankings

While showcasing authority as a doctor is crucial, understanding and implementing on-site SEO factors can significantly impact your content’s visibility in search rankings which, in turn, feeds back into the authority of your practice. On-site SEO refers to optimizing elements directly within your content and website. Here are a few key factors to consider:

  • Keyword Optimization: Include relevant keywords naturally in your content, headings, and meta tags. However, avoid keyword stuffing, as Google values content that reads well for users.
  • Title Tags and Meta Descriptions: Craft compelling and informative title tags and meta descriptions that accurately represent your content.
  • Header Tags: Use appropriate header tags (H1, H2, H3, etc.) to structure your content and make it easier for both users and search engines to understand.
  • Internal and External Links: Incorporate relevant internal links to other pages on your website and authoritative external links to reputable sources.
  • Mobile Friendliness: Ensure your website is responsive and mobile-friendly for optimal user experience on all devices.

By implementing these strategies, you’ll strengthen your author authority in the eyes of Google and improve your content’s visibility and rankings in search results. But if you work in the medical field and want to take it to the next level, Surgeon’s Advisor stands as your best ally in the digital stage. With over a decade of experience in partnering with medical professionals, we understand the intricate nuances of the healthcare landscape.

Our proven track record speaks volumes, as we have consistently propelled doctors to the forefront of online recognition. Whether you’re a plastic surgeon, dentist, or medical specialist, our specialized Digital Marketing Agency for doctors is tailored to amplify your online presence. We craft tailored strategies that not only align with Google’s evolving algorithms but also resonate deeply with your target audience. Through strategic content optimization, authoritative link building, and meticulous attention to SEO details, we ensure that your expertise shines brightly on the digital stage.