Authorship Deep Dive SMX Advanced 2013
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Transcript of Authorship Deep Dive SMX Advanced 2013
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AUTHORSHIPTHE DEEP DIVEJohn CarcuttDirector of SEO and Social Media
Advance Digital Inc.
@JohnCarcutt
OUR NEWSPAPERS
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OUR WEB SITES
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
OUR ORGANIZATION
OVER 1000 AUTHORSTo be Set-up with Authorship
Then trained to build AuthorRank
OUR CHALLENGES
• Early Adopters
• Technical Implementation
• Mass Training
• Author Pushback
• Google+ Indifference• Time and Priorities
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
NEGATIVE FACTORS
Syndicated Content
v
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TECHNICAL IMPLEMENTATION
Request for the Implementation of Authorship was made Mid 2011
Implementation happened1st Quarter of 2013
MASS TRAINING
Something we are very familiar with.
• Annual in-person training for each market
• www.advancessg.com• Monthly internal newsletters
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
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. I’m happy with 20%.
NEGATIVE FACTORS
Syndicated Content
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.
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
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THANKSJohn CarcuttDirector of SEO and Social Media
Advance Digital Inc.
@JohnCarcutt