1000+ AUTHORS &

GOOGLE AUTHORSHIP

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John Carcutt

Advance Digital

@JohnCarcutt

#SMX #23C

October 2, 2013

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OUR NEWSPAPERS

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

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 and Priorities

@JohnCarcutt #SMX #23C

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

NEGATIVE FACTORS

Syndicated Content

v

v

TECHNICAL IMPLEMENTATION

Request for the Implementation of Authorship

was made Mid 2011

Implementation happened

1st Quarter of 2013

@JohnCarcutt #SMX #23C

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

@JohnCarcutt #SMX #23C

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

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.

@JohnCarcutt #SMX #23C

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

THANKS

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John Carcutt

Director of SEO and Social Media

Advance Digital Inc.

@JohnCarcutt

http://www.slideshare.net/SearchMarketingExpo

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