This week’s query about creator pages comes from Joylyn:
We’re engaged on constructing creator pages for our content material, would you thoughts educating us greatest practices for constructing creator archive pages with any website positioning greatest practices.
An important query and excellent for me to reply from a branding perspective.
Writer pages serve to construct belief, authority, and all of that great things. That a lot ought to be apparent.
Nevertheless, a number of nuance goes into leveraging creator pages. Greater than that, I might problem the very notion of what an creator web page is and why we want them.
What Ought to Be On Your Writer Pages?
The reply to that is dependent upon what you’re attempting to perform.
Sure, you’re to determine belief, however the way you try this is dependent upon quite a lot of components.
Say, for instance, your trade is consistently evolving and altering. Harping in your creator’s previous might not be the way in which to go.
As a substitute, belief could also be higher constructed by specializing in their latest accolades and accomplishments. It may be so simple as displaying they’ve written extensively on the subject not too long ago.
In different phrases, you want to set up what “belief” means in your situation as a result of it’s not common.
Consider your creator pages as “About Pages.” There’s a sure narrative to About Web page and you are able to do the identical along with your creator pages.
Don’t simply say who the individual is, however present how they obtained there.
Belief is usually about contextualization. Don’t take into consideration solely presenting who the creator is – quite, attempt to paint an image that frames them.
Writer pages don’t simply supply some background about your contributors however your web site. They change into a pillar of “who you might be” throughout the net. Your authors aren’t simply authors – they’re representatives.
When somebody runs throughout your creator pages (maybe by Googling certainly one of your authors, as I did with Loren Baker above), they and the web page linked with them substantiate who you might be.
The authority of creator web page goes past guests to your web site.
For those who’re working a advertising and marketing technique that’s heavy in worker advocacy, these pages are a significant a part of any outreach program.
In case your aim is to get your personal folks on the market repp’ing the model on podcasts, webinars, convention levels, and so on., the creator web page turns into a pillar. It turns into the “house” that represents your advocates and also you on the identical time.
This once more speaks to the creator web page not merely being an inventory of credentials and accomplishments however as a story across the authors themselves.
For those who’re attempting to construct your model and efficiency by leveraging your staff, contributors, and so on., you want pages that provide sturdy contextualization.
Even should you don’t use the bio/creator web page as a part of the outreach per se, there’s an excellent probability anybody will run some form of search and discover these pages on their very own (once more, as I did above).
Which brings us to…
Who Wants Writer Pages?
Let me problem all the query. Why are we stopping at authors? The query ought to be, “Who wants folks pages?” The reply is everybody whose firm has any folks. So, the reply is everybody.
Each enterprise must contextualize itself by way of the folks related to it. That may be the CEO, CMO, CFO, CTO, or COO – I’m out of “Cs,” but it surely shouldn’t cease there.
After I see an organization solely listing its high staff, it comes off as one big ego stroke. So, mission completed: You will have contextualized your enterprise. I now know you’re a bunch of narcissists.
Even should you’re a solopreneur, there ought to be content material that in a way parses out who you might be on the location.
I believe we’ve come to take a look at “creator pages” as being this very narrowed web page sort. To me, it’s the fallacious method to take a look at them. It’s not an “website positioning” play.
And once you suppose past website positioning per se, is there actually a distinction between an creator web page and an worker bio web page?
But, it’s humorous as a result of we’ll spend all day speaking about find out how to bolster your creator pages after which create one unending web page for the staff that merely lists their names.
How precisely is that useful past giving your consumer the power to manually search for a few of these people on LinkedIn (which suggests leaving your web site)?
So, who wants “creator pages”? Everybody. The query is, what sort of “creator web page” do you want? Are you able to mix your About Web page and “creator web page”?
I try this alone web site since I’m a one-person present, and the format permits me that chance. I felt that having a separate web page was a little bit of overkill.
There’s a bio about who I’m on my homepage after which an extended part on the About Web page – do I actually need to create one other separate web page to speak about me once more? Doing so felt like it will be an excessive amount of deal with myself and never my viewers.
Once more, it’s not a query of “if” you want some kind of creator or bio web page, however what form and in what format?
Writer Web page Finest Practices
That mentioned, listed below are some fast greatest practices I might think about including to your creator pages (and related “bio” pages). A few of them are apparent, like:
- Social hyperlinks.
- Normal bio.
- Picture.
- Latest posts.
- Formal trade recogniton (equivalent to Search Engine Journal does with its “Certification & Awards” tab).
- Areas of experience.
Some much less so (and once more, all of it is dependent upon your objectives):
- Convention talks.
- Podcast, webinar appearances, and different “third-party placements” (much like Search Engine Journal’s “Printed Works” tab).
- Shops the place the creator is quoted.
- Work expertise (present and former).
- Historical past of how the creator obtained into the trade and why.
- Private trade philosophy (may even be a video).
The very last thing I’ll say is: Watch the formatting.
99% of creator pages, assuming they’re substantial, really feel such as you’re studying a protracted article.
If you wish to get essentially the most out of the creator web page, you want to lay issues out in order that the viewers can get a holistic sense of issues at a look.
Screenshot from Search Engine Journal, March 2025The Search Engine Journal format is without doubt one of the greatest I’ve seen on-line (and I’m not saying that as a result of I’m scripting this on Search Engine Journal).
I don’t really feel overwhelmed by info. It’s all “chunked” in a method the place I clearly discover the assorted areas of data with out having to work exhausting to see all of it.
That’s why it really works.
Extra Assets:
Featured Picture: Paulo Bobita/Search Engine Journal
