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.

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

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  • 1. AUTHORSHIPTHE DEEP DIVE1John CarcuttDirector of SEO and Social MediaAdvance Digital Inc.@JohnCarcutt
  • 2. OUR NEWSPAPERS
  • 3. OUR WEB SITES3
  • 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. OUR ORGANIZATIONTo be Set-up with AuthorshipThen trained to build AuthorRank
  • 6. OUR CHALLENGES• Early Adopters• Technical Implementation• Mass Training• Author Pushback• Google+ Indifference• Time and Priorities
  • 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. NEGATIVE FACTORSSyndicated Contentvv
  • 9. TECHNICAL IMPLEMENTATIONRequest for the Implementation of Authorshipwas made Mid 2011Implementation happened1st Quarter of 2013
  • 10. MASS TRAININGSomething we are very familiar with.• Annual in-person training for eachmarket• www.advancessg.com• Monthly internal newsletters
  • 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. 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. NEGATIVE FACTORSSyndicated Content
  • 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. 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. THANKS16John CarcuttDirector of SEO and Social MediaAdvance Digital Inc.@JohnCarcutt