A Tale of 1000+ Authors & Challenges Implementing Google Authorship by John Carcutt
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Transcript of A Tale of 1000+ Authors & Challenges Implementing Google Authorship by John Carcutt
![Page 1: A Tale of 1000+ Authors & Challenges Implementing Google Authorship by John Carcutt](https://reader033.fdocuments.in/reader033/viewer/2022060108/554ee1dcb4c905911d8b4c89/html5/thumbnails/1.jpg)
1000+ AUTHORS &
GOOGLE AUTHORSHIP
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John Carcutt
Advance Digital
@JohnCarcutt
#SMX #23C
October 2, 2013
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OUR NEWSPAPERS
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OUR WEB SITES
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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
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OUR ORGANIZATION
To be Set-up with Authorship
Then trained to build AuthorRank
@JohnCarcutt #SMX #23C
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OUR CHALLENGES
• Early Adopters
• Technical Implementation
• Mass Training
• Author Pushback
• Google+ Indifference
• Time and Priorities
@JohnCarcutt #SMX #23C
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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
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NEGATIVE FACTORS
Syndicated Content
v
v
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TECHNICAL IMPLEMENTATION
Request for the Implementation of Authorship
was made Mid 2011
Implementation happened
1st Quarter of 2013
@JohnCarcutt #SMX #23C
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MASS TRAINING
Something we are very familiar with.
• Annual in-person training for each
market
• www.advancessg.com
• Monthly internal newsletters
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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
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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
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NEGATIVE FACTORS
Syndicated Content
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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
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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
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THANKS
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John Carcutt
Director of SEO and Social Media
Advance Digital Inc.
@JohnCarcutt
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