The Secret Sauce: G+ and Authorship for Publishers by Dave McClellan

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The Secret Sauce: G+ and Authorship for Publishers by Dave McClellan @HesDave of CBS Interactive

#SMXsocial13 #SMX #14A

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The Secret Sauce: G+ and Authorship for Publishers by Dave McClellan

  1. 1. The Secret Sauce: G+ and Authorship for Publishers November 20, 20013 David McClellan @HesDave #SMXSocial13 | #SMX #13A
  2. 2. In the beginning, there was authorship 2
  3. 3. Importance for Big Publishers 33
  4. 4. Importance for Big Publishers 44
  5. 5. Importance for Big Publishers Your Company 55
  6. 6. Some Challenges We Faced 66
  7. 7. Stakeholder Buy-In 77
  8. 8. Making A Case 88
  9. 9. 99
  10. 10. 10 10
  11. 11. CTRs 1111
  12. 12. 12 12
  13. 13. 13 13
  14. 14. More Challenges 14 14
  15. 15. Authors Pushed Back 15 15
  16. 16. And More Challenges 16 16
  17. 17. No Company Email 17 17
  18. 18. Solution 18 18
  19. 19. Link Back 19 19
  20. 20. Added it into the 20 20
  21. 21. What We Found Out 21 21
  22. 22. Even More Challenges 22 22
  23. 23. Wrong Author Showing Up 23 23
  24. 24. Good News 24 24
  25. 25. CTRs Are Influenced 25 25
  26. 26. Very High CTRs when we were 1st author 16% 15% Commerce Commerce 33% 47% Communication Communication 34% Content 47% Content 26 26
  27. 27. Well Known Authors seemed to have better CTRs (images? Branding?) 16% 15% Commerce Commerce 33% 47% Communication Communication 47% Content 27 27
  28. 28. So, what about Google+? 28 28
  29. 29. SEO 29 29
  30. 30. Google Continues to Push G+ 30 30
  31. 31. G+ Secret Sauce 31
  32. 32. Freshness of Postings on G+ 47% Communication 34% Content 32 32
  33. 33. Reach 33 33
  34. 34. Circle Membership 47% Communication 34% Content 47% Content 34 34
  35. 35. Average +1’s/Post 47% Communication 34% Content 47% Content 35 35
  36. 36. Reshares and Comments 47% Communication 34% Content 47% Content 36 36
  37. 37. Speculation 47% Communication 34% Content 47% Content 37 37
  38. 38. Authority and Reach 47% Communication 34% Content 47% Content 38 38
  39. 39. Text in Circles and Hashtags 47% Communication 34% Content 47% Content 39 39
  40. 40. 47% Communication 34% Content 47% Content 40 40
  41. 41. Growing A Following 47% Communication 34% Content 47% Content 41 41
  42. 42. Google+ Buttons 47% Communication 34% Content 47% Content 42 42
  43. 43. Cross Promotion 47% Communication 34% Content 47% Content 43 43
  44. 44. Increasing Engagement 47% Communication 47% Content 44 44
  45. 45. Create A Community 47% Communication 47% Content 45 45
  46. 46. Vanity URL 47% Communication 34% Content 47% Content 46 46
  47. 47. Work With Google 47% Communication 47% Content 47 47
  48. 48. Getting Verified To Add Trust Activity/Freshness of Content (very important) # of Followers Active Followers (engagement) • +1’s • Shares • Comments Merged with YouTube Channel () Media rich content (hash tags, unique) Link Site Contact Google Rep to Review and may be able to push verification 48 48
  49. 49. David McClellan Sr. SEO Analyst CBS Interactive david.mcclellan.sd@gmail.com @hesdave #SMXSocial13 | #SMX #13A

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