The State of Search - Authorship is Dead - Josh Braaten

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MnSearch, The Minnesota Search Engine Marketing Association

Google has shut down its authorship program and will no longer display author profiles in search results. An analysis of 150 media sites found that 71% of prominent authors were not implementing authorship markup correctly. Google remains committed to structured markup to help search engines understand content, and will continue using it to show rich snippets, but authorship specifically is no longer emphasized. The future of search at Google involves providing more relevant and contextual results through advances like Hummingbird, understanding queries as concepts rather than just keywords.

Search Snippets #16: State of Search
Authorship is DEAD
Josh Braaten, MnSearch VP
September 24th 2014

Google Shuts Down Authorship
“I’ve been involved since we
first started testing
authorship markup and
displaying it in search
results. ”
John Mueller
Google Webmaster Trends Analyst
August 28, 2014 via Google+
Image credit: http://bit.ly/1wWuLIc

Google Shuts Down Authorship
“Unfortunately, we've also
observed that this
information isn’t as useful to
our users as we’d hoped, and
can even distract from those
results.
John Mueller
Google Webmaster Trends Analyst
August 28, 2014 via Google+
Image credit: http://bit.ly/1wWuLIc

Google Shuts Down Authorship
“We've made the difficult
decision to stop showing
authorship in search results.”
John Mueller
Google Webmaster Trends Analyst
August 28, 2014 via Google+
Image credit: http://bit.ly/1wWuLIc

Problems with Authorship
“Our data showed that
adoption was poor, and even
among those who tried to
support Authorship markup,
the error rate was high.”
Eric Enge
Stone Temple Consulting CEO
September 9, 2014 via Google+
Image credit: http://www.moz.com

Problems with Authorship
“In the study we looked at
150 top media sites, and 520
authors across those sites.”
Eric Enge
Stone Temple Consulting CEO
September 9, 2014 via Google+
Image credit: http://www.moz.com

Problems with Authorship
“71% of the authors we
reviewed on highly
prominent sites where not
trying to implement their
side or Authorship markup.”
Eric Enge
Stone Temple Consulting CEO
September 9, 2014 via Blog
Image credit: http://www.moz.com

The Future and Structured Markup
“Going forward, we're
strongly committed to
continuing and expanding
our support of structured
markup.”
John Mueller
Google Webmaster Trends Analyst
August 28, 2014 via Google+
Image credit: http://bit.ly/1wWuLIc

The Future and Structured Markup
“This markup helps all search
engines better understand the
content and context of pages on
the web, and we'll continue to
use it to show rich snippets in
search results.”
John Mueller
Google Webmaster Trends Analyst
August 28, 2014 via Google+
Image credit: http://bit.ly/1wWuLIc

Where is Google Headed?
Hint: What Animal is Pictured Here?

Where is Google Headed?
“Hummingbird makes results
even more useful and relevant,
especially when you ask Google
long complex questions. And it
affects about 90% of our searches
worldwide.”
Amit Singhal
SVP and Head of Google Search
August 28, 2014 via Google+
Image credit: http://google.com

Where is Google Headed?
Things, Not Strings

Where is Google Headed?
College Research Process in the Eyes of a Hummingbird:
Experience
need for a
better life
Looks to
sources of
inspiration
Career
seen as a
means to
better life
Decides
upon a
career
Researches
career
options
Researches
career
path
Degree
seen as a
means to
career
Researches
degree
options
Researches
schools
with
degree
Verifies
school
qualitatively
Verifies
school
quantitatively
Inquiries
at school
Learns
about
enrollment
path
Verifies
financials
and
logistics
Enroll

Where is Google Headed?
In the End, Even Structured Markup is Temporary

In summary, keep being an
authority for your topic—use
structured markup along the
way—and Google will make
good things happen for you.

Google+ Authorship allows authors to verify their identity on Google+ profiles and connect it to their articles and websites. This helps search engines like Google highlight authors and rank search results based on author reputation and social relationships. To start using Google+ Authorship, authors create a Google+ profile, verify it on Google's authorship site, link their profile to published articles, and add rel=author tags connecting the content to their profile.

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