AUTHORSHIPTHE DEEP DIVE1John CarcuttDirector of SEO and Social MediaAdvance Digital Inc.@JohnCarcutt
OUR NEWSPAPERS
OUR WEB SITES3
OUR ORGANIZATIONSearch & Social Group• 6 Team Members - SSG• Authorship Organizational Coordination• Content Strategy Team...
OUR ORGANIZATIONTo be Set-up with AuthorshipThen trained to build AuthorRank
OUR CHALLENGES• Early Adopters• Technical Implementation• Mass Training• Author Pushback• Google+ Indifference• Time and P...
EARLY ADOPTERSWe love our early adopters !But they can get caught up in early issues withproducts as is the case here.• Ph...
NEGATIVE FACTORSSyndicated Contentvv
TECHNICAL IMPLEMENTATIONRequest for the Implementation of Authorshipwas made Mid 2011Implementation happened1st Quarter of...
MASS TRAININGSomething we are very familiar with.• Annual in-person training for eachmarket• www.advancessg.com• Monthly i...
MASS TRAININGWhat did we add to training?• Creating a Google+ account• Connecting their account to our sites• Managing the...
AUTHOR PUSHBACKWhy are we adding one more thing for themto worry about?• Too many social accounts to manage• No one is on ...
NEGATIVE FACTORSSyndicated Content
NEGATIVE FACTORSSelling AuthorRank .. It’s already happening“ … they have connected their web sites to theirGoogle+ profil...
AUTHORSHIP OWNERSHIPWhen an author leaves the organization whathappens to their authorship?• We never change by-lines.• Po...
THANKS16John CarcuttDirector of SEO and Social MediaAdvance Digital Inc.@JohnCarcutt
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Authorship Deep Dive SMX Advanced 2013

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Presentation on a case study of implementing Google authorship across 14 web sites for over 1000 authors.

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Authorship Deep Dive SMX Advanced 2013

  1. 1. AUTHORSHIPTHE DEEP DIVE1John CarcuttDirector of SEO and Social MediaAdvance Digital Inc.@JohnCarcutt
  2. 2. OUR NEWSPAPERS
  3. 3. OUR WEB SITES3
  4. 4. OUR ORGANIZATIONSearch & Social Group• 6 Team Members - SSG• Authorship Organizational Coordination• Content Strategy Team – ADI• Technical Services - ADI• Local Publishers - Papers• Local Editorial Staff – Papers• Over 1000 Authors
  5. 5. OUR ORGANIZATIONTo be Set-up with AuthorshipThen trained to build AuthorRank
  6. 6. OUR CHALLENGES• Early Adopters• Technical Implementation• Mass Training• Author Pushback• Google+ Indifference• Time and Priorities
  7. 7. EARLY ADOPTERSWe love our early adopters !But they can get caught up in early issues withproducts as is the case here.• Photographers Love Google+• Reporters not so much• Email Verification is a problem for us
  8. 8. NEGATIVE FACTORSSyndicated Contentvv
  9. 9. TECHNICAL IMPLEMENTATIONRequest for the Implementation of Authorshipwas made Mid 2011Implementation happened1st Quarter of 2013
  10. 10. MASS TRAININGSomething we are very familiar with.• Annual in-person training for eachmarket• www.advancessg.com• Monthly internal newsletters
  11. 11. MASS TRAININGWhat did we add to training?• Creating a Google+ account• Connecting their account to our sites• Managing their “Contributor to” links• Using/Optimizing Google+ overall• The effectiveness of G+ Communities• Why this all matters
  12. 12. AUTHOR PUSHBACKWhy are we adding one more thing for themto worry about?• Too many social accounts to manage• No one is on Google+• There are better uses of my time• I don’t have timeAdoption is slow. I’m happy with 20%.
  13. 13. NEGATIVE FACTORSSyndicated Content
  14. 14. NEGATIVE FACTORSSelling AuthorRank .. It’s already happening“ … they have connected their web sites to theirGoogle+ profiles and all of the content they writeappear in the Google search results along with theirphoto that shows their Authorship status.”This might work for a while .. But not for long.
  15. 15. AUTHORSHIP OWNERSHIPWhen an author leaves the organization whathappens to their authorship?• We never change by-lines.• Policy strongly suggests no “Hybrid” accountnames such as “JimDuncanTP”• Authors that have moved on will continue tobuild AuthorRank and improve our site too.• At some point, Authorship/AuthorRank willbecome a hiring consideration
  16. 16. THANKS16John CarcuttDirector of SEO and Social MediaAdvance Digital Inc.@JohnCarcutt
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