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In our continuing efforts to bring you the best from around the Web, this week sees a post that delves a little further into authorship, one that scratches a technical itch for those who are ready to take their business international, and some hard, numbers-based testing on an otherwise creative endeavor.

TJ Welsh Recommends:

Google Authorship Beyond Webpages

Is Google able to infer authorship on a variety of indexable filetypes? It is possible that as the search engine spiders crawl your website they will be able to look at your PDFs, Microsoft Office files, and other forms of media and assign the proper authorship to it. What are the signals that tell help Google determine this? It might be as simple as a traditional author byline on the document, but it could be something else.

In this article, we get to see more the results of some experiments with authorship and the various types of indexable media. Authorship continues to grow in importance, and it’s starting to look like Google may be able to infer it based solely on context. That could have a huge impact on how we create and market content.

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Jared Oldham Recommends:

The Essential Guide to Rel=”Alternate” Hreflang=”X”

The Rel=”Alternate” Hreflang=”X” annotation may seem like a daunting bit of craziness, but it is an essential component of websites that are branching off into the multilingual/multiregional arena. When you’re ready to move your SEO efforts into the international market, you have to start looking at your website and marketing efforts a little differently. This link takes you to a free download of a 40+ page book that strives to discuss all the relevant parts of this annotation in plain, straightforward English.

This is a fairly technical subject, but the guide breaks it down into simple concepts that cover everything from why geo-relevance is so important and how Google will determine it by looking at your site. It delves more into how to use the rel-alternate-hreflang annotation, and provides a number of best practices. If you’re ready to branch out into the world, this is a good place to get started.


Andy Eliason Recommends:

Long Copy vs. Short Copy: How discovering the optimal length of a webpage produced a 220% increase in conversion

Online marketers, copywriters, and content strategists have debated for years over short copy and long copy. Everyone seems to have an opinion on which is more effective for both conversions and search engine benefits. This is why I’ve always been a fan of MarketingExperiments.com – they strive to avoid all the anecdotal evidence and provide some numbers-based evidence on which to base your marketing strategy.

So which is better: short or long? Turns out, that’s just a barely-relevant question in a much larger problem. You shouldn’t be looking at which is “better,” but which is more “optimal.” In this relatively short webinar (about 35min), we get to see a number of case studies that show how, despite the commonly held belief, shorter is not always more effective. Learn some key principles about how to increase conversion rates by discover which factors figure into the optimal length for content on your own website.