1000+ AUTHORS &
GOOGLE AUTHORSHIP
#
John Carcutt
Advance Digital
@JohnCarcutt
#SMX #23C
October 2, 2013
#
OUR NEWSPAPERS
OUR WEB SITES
OUR ORGANIZATION
Search & Social Group
• 6 Team Members - SSG
• Authorship Organizational Coordination
• Content Strategy ...
OUR ORGANIZATION
To be Set-up with Authorship
Then trained to build AuthorRank
@JohnCarcutt #SMX #23C
OUR CHALLENGES
• Early Adopters
• Technical Implementation
• Mass Training
• Author Pushback
• Google+ Indifference
• Time...
EARLY ADOPTERS
We love our early adopters !
But they can get caught up in early issues with
products as is the case here.
...
NEGATIVE FACTORS
Syndicated Content
v
v
TECHNICAL IMPLEMENTATION
Request for the Implementation of Authorship
was made Mid 2011
Implementation happened
1st Quarte...
MASS TRAINING
Something we are very familiar with.
• Annual in-person training for each
market
• www.advancessg.com
• Mont...
MASS TRAINING
What did we add to training?
• Creating a Google+ account
• Connecting their account to our sites
• Managing...
AUTHOR PUSHBACK
Why are we adding one more thing for them
to worry about?
• Too many social accounts to manage
• No one is...
NEGATIVE FACTORS
Syndicated Content
NEGATIVE FACTORS
Selling AuthorRank .. It’s already happening
“ … they have connected their web sites to their
Google+ pro...
AUTHORSHIP OWNERSHIP
When an author leaves the organization what
happens to their authorship?
• We never change by-lines.
...
THANKS
16
John Carcutt
Director of SEO and Social Media
Advance Digital Inc.
@JohnCarcutt
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
17
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A Tale of 1000+ Authors & Challenges Implementing Google Authorship by John Carcutt

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From SMX East 2013 / SearchMarketingExpo.com - Authorship & Step by Step Troubleshooting by @JohnCarcutt of Advance Digital publications - #SMX #23C.

Slidedeck by John Carcutt, demonstrating the challenges large scale publishers have in implementation and adoption of rel="author" markup for Google Authorship.

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A Tale of 1000+ Authors & Challenges Implementing Google Authorship by John Carcutt

  1. 1. 1000+ AUTHORS & GOOGLE AUTHORSHIP # John Carcutt Advance Digital @JohnCarcutt #SMX #23C October 2, 2013 #
  2. 2. OUR NEWSPAPERS
  3. 3. OUR WEB SITES
  4. 4. OUR ORGANIZATION Search & 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 ORGANIZATION To be Set-up with Authorship Then trained to build AuthorRank @JohnCarcutt #SMX #23C
  6. 6. OUR CHALLENGES • Early Adopters • Technical Implementation • Mass Training • Author Pushback • Google+ Indifference • Time and Priorities @JohnCarcutt #SMX #23C
  7. 7. EARLY ADOPTERS We love our early adopters ! But they can get caught up in early issues with products as is the case here. • Photographers Love Google+ • Reporters not so much • Email Verification is a problem for us @JohnCarcutt #SMX #23C
  8. 8. NEGATIVE FACTORS Syndicated Content v v
  9. 9. TECHNICAL IMPLEMENTATION Request for the Implementation of Authorship was made Mid 2011 Implementation happened 1st Quarter of 2013 @JohnCarcutt #SMX #23C
  10. 10. MASS TRAINING Something we are very familiar with. • Annual in-person training for each market • www.advancessg.com • Monthly internal newsletters
  11. 11. MASS TRAINING What 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 @JohnCarcutt #SMX #23C
  12. 12. AUTHOR PUSHBACK Why are we adding one more thing for them to worry about? • Too many social accounts to manage • No one is on Google+ • There are better uses of my time • I don’t have time Adoption is slow. @JohnCarcutt #SMX #23C
  13. 13. NEGATIVE FACTORS Syndicated Content
  14. 14. NEGATIVE FACTORS Selling AuthorRank .. It’s already happening “ … they have connected their web sites to their Google+ profiles and all of the content they write appear in the Google search results along with their photo that shows their Authorship status.” This might work for a while .. But not for long. @JohnCarcutt #SMX #23C
  15. 15. AUTHORSHIP OWNERSHIP When an author leaves the organization what happens to their authorship? • We never change by-lines. • Policy strongly suggests no “Hybrid” account names such as “JimDuncanTP” • Authors that have moved on will continue to build AuthorRank and improve our site too. • At some point, Authorship/AuthorRank will become a hiring consideration @JohnCarcutt #SMX #23C
  16. 16. THANKS 16 John Carcutt Director of SEO and Social Media Advance Digital Inc. @JohnCarcutt
  17. 17. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: # 17
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