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How Google Author Rank Will Impact B2B Marketing

Author Rank by Google is going to become a competitive differentiator for B2B companies who care about organic search in their sales and marketing efforts. Why? In many industries, B2B selling relies heavily on the people who meet with customers, establish relationships and credibility, and ultimately sell products, services and solutions to buyers. Author Rank makes changes the results that people see in Google, and the information that is displayed in the results. And anyone who relies on personal relationships to sell or market needs to understand the changes.

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Expertise Locators Should Infer Expertise, Don’t Make People Maintain a Profile

Many organizations deploy an expertise locator tool within their social business program, but few employees use them because (1) the benefits do not outweigh the work of maintaining a profile, and (2) self-maintained expertise profiles are usually inflated and inaccurate. Therefore, people rely on personal networks within their organization to know who to call when they need something. That is now changing.

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