There have been two big topics (IMHO) this week and quite a lot of coverage on both.

The first stems from Mark Traphegen’s excellent article on the assigning of authorship and how a strong, credible author will reflect well on its publisher even if there is a delineation between them:

And this felt, to me, like it had a corollary in the following articles – one on Stone Temple’s site (no surprise, given Mark’s role there, I suppose) styled, “the great Authorship kidnapping”:

The take-away was very much about how protective one needs to be over the integrity of your “Google” authority – creation of quality, not quantity and development of a trustworthy reputation – so that, in time, your value will reflect positively back on all you are aligned with.  To quote Robert De Niro in “Stardust”:

“Reputation, you know – a lifetime to build, seconds to destroy.”

 The second topic that I felt worth highlighting came from Matt Cutts’ acknowledgement that Google had run models of algorithms without links being factored and the results were “much, much worse”.

I appreciate that the importance of links in Google’s algorithm is not news – but there is no doubt that it represents the coal face of a lot of Google’s activity in tidying up results and, as such, the acquisition of links has been maligned for some time.

At DSM we work tirelessly to ensure that link acquisition is predicated on discernible value and the natural development of authority – as we’ve talked about before, the key to value in link acquisition is still to see it as a healthy by-product (and one to be targeted and sought) of joined-up, authoritative marketing.

Nevertheless, the reality is that it is an acquisitive market and, as Matt highlights, this is unlikely to change any time soon.  With this in mind, there have been some great articles on link development techniques, incorporating social outreach and which I think are particularly apposite at this time:

Other things that were worth looking at this week: