By default, when you set up a blog, you have one author account. This account, typically the admin, is the name under which every post is published. For most business blogs and single-author sites, this sort of setup is fine. Change the name of the admin account and give it a display name for security purposes and you’re good to go.
Some blogs, however, will accept content from multiple authors. If you run one of these blogs, you are suddenly presented with a choice. Do you maintain one publishing account and publish all content under your name? Do you set up additional author accounts, complete with login information, for your contributors? Do you publish under your own name, but use authorship tags and give your writers a byline?
Then, if you’re a single-author blog, you have a decision to make as well. Is it valuable to gather several authors to your cause as regular contributors? Will it benefit your search rankings?
Google loves content. More importantly, Google loves valuable, useful content. One of the primary benefits to having more than one author on your blog is the ability to push out more content, on a higher quality level, more consistently.
From a purely content-driven standpoint, yes, having multiple authors is very likely going to increase your ranking in search. More content means more opportunities for keywords, links and value to your readers. Every little SEO factor, from freshness to internal links, benefits from more content.
There are a few situations to consider before hiring on a new author or two, however.
So, purely having more authors producing more content isn’t a guarantee of a search ranking increase. You need to make sure their quality, voice and opinions match those of your site. There’s one other thing you can do to benefit both your site and your authors, however.
Google has been implementing Authorship as a way to give a few game-changing benefits to the world of blogging.
So, authorship is a sign of quality and a way of both separating and merging the reputations of blogger and blog.
Wait, merging? All of the above was about the benefits of separating the author from the blog. Where does merging come into play? Well, it’s simple. As a blog owner, who would you rather have writing for your blog: an author with no experience and no reputation, or an author who carries with them a built-in link network and audience following? Hire on an author with established Authorship and you will very likely gain some following just from their reputation.
So, what do you do? Consider these scenarios:
This is the most common, basic scenario available. You start a blog and you populate it with content. Even if you get the content ghostwritten, it’s all published under one author name and is functionally all one author’s work. You have plenty of room for improvement here. You can produce more content, or you can hire on one or more authors to produce content under their names. Ideally, you will give them Authorship credit, for all of the reasons above.
You run a blog and you’ve taken it to the next level. You have two or three authors in addition to yourself. Maybe, up until now, you haven’t bothered to investigate this Authorship fad. Well, now’s the time to do it. It’s easy to implement – if you use WordPress, both All In One and Yoast SEO have options to implement the code – and it will bring benefit to your site. Even if you change nothing else, you’re going to end up with those little author pictures next to your content in search results, which is attractive for readers.
As a freelance writer or entrepreneurial blog owner, you have one blog with the rare occasional guest post on other blogs. You primarily focus on your own site and your own work, and so far it’s worked out. Your best bet is to implement Authorship to allow you to carry your reputation beyond the boundaries of your site. It makes guest posting that much more valuable, both for the target site and for yours.
As a freelance writer with Authorship, you can spread your reputation around and benefit all you touch. Any piece of content you write, regardless of the destination site, will have your name and reputation attached – as long as they include your Authorship link. This allows you to build a quality reputation throughout the Internet. Moreover, it benefits blog owners by giving them some of your reputation when you post on their site.
In general, it seems clear. As long as you keep the quality up to a high standard, multiple authors on your blog will benefit your search rankings. Go for it, implement Authorship and keep on building value.