- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The Death of Authorship as We Know It
Posted on August 8th 2014
Finally the mad rush is over. Google seems to be in a good mood to kill its much popular brainchild – Google Authorship. Okay, technically it is not dead and simply we have no idea whether Google has already included the authorship signals to its main algo or not. But there is one thing that we can be sure of and that is Google has realized the truth that like all other metrics, some marketers have started abusing authorship and therefore, they need to do something to discourage people to abuse this platform.
A Little History of Google Authorship
At first Google seems to be trying hard to break the zing of 10 blue links and for that reason, it was trying to make the SERPs more interesting and visually appealing by incorporating image search, video and other stuff. Author is just an extension of that attempt. The purpose of the Authorship as claimed by the company is to “display of author information in search results” and to help searchers to connect with the author. Great initiative it was. There is not an iota of doubt about it.
The implementation of Authorship was very. Authors need to create an account in Google Plus and then link it from their website and vice versa. Sweet and Simple.
What Went Wrong Then?
If everybody was so happy with Authorship, why Google then scrap the idea of showing images of author and circle counts on the SERP? Well, let’s discuss the official version of the story for a few second. Here is what John Muller said on Google Plus –
We've been doing lots of work to clean up the visual design of our search results, in particular creating a better mobile experience and a more consistent design across devices.
So, basically they were trying to jazz up the boring look and feel of the SERP but later they figured it out that things have gone overboard and so they need to scale it down by axing Authorship. And it is not just the circle counts and author image, Google has done away with its Authorship Reporting in Webmaster Tools as already mentioned in a Social Media Today post.
The rumor is rife that Google has come down heavily on authorship as it has realized that Authorships is posing a direct threat to its ad revenue. Snippets with author images were grabbing the eyeballs and probably this is the reason why some webmasters reported that they saw a marked difference in the CTR as soon as author images are scooped out from the SERP.
Another less interesting reason could be that some authors were using meaningless, sometimes grossly offensive images and this could have forced Google to take action. The very concept is flawed though. It sounds like throwing out the baby with the bath water.
Does Authorship Still Matters
Of course it does. Google is using authorship to relate an article to that of its creator and that means, if you are an established writer and has good social presence, you should always opt for Google Authorship. Remember that Google has not removed Authorship; it has removed the images and a ‘fancy’ tool. So, authorship still holds some value if you are a great writer and have a large number of followers on the web.