Note that this post is from 2013 and Google no longer treats authorship the same way.
This blog post has two purposes. The first is to explain why Google Author Tags (also referred to more broadly as Authorship) is something you should consider implement on your own blog. The second part is to introduce a new flowchart that will help you accomplish this with step-by-step instructions. If you are already familiar with the benefits of Author Tags, you can go right to the flowchart.
Google Authorship one of the best things about Google+ accounts. Simply put, these tags allow you to associate your Google+ account with bylined content you have published on your own site (and potentially others). If your name is listed as the author of the content, you can associate it.
Here are the key benefits…
Getting your photo is Google search results
Once you associate your Google+ account with your content, this association extends to search results where your photo shows up next to results that include your content.
While there hasn’t been a comprehensive study of how much additional traffic sites get from a photo appearing in search, a number of blogs have seen traffic increase from 15% to 50%. When I added author tags, I saw a 20% increase in traffic.
Getting an extra chance to engage with people doing searches
Google also provides something unique in search that is only for people using Author Tags. If someone clicks on a link to your content, spends some time on your site, and then clicks back to search, they will at times see links in the search results to additional pieces of content you have written. These additional links appear below the initial search result link that they clicked on.
Getting ahead of Google’s continued move to making Author Rank a key element of what results show up in search
Eric Schmidt, Google’s Chairman, has a new book coming out, and The Wall Street Journal published a number of short paragraphs from it, including one that points to the future value of Google Authorship.
Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.
I don’t believe that Google will ever eliminate anonymous content from search, but for content that you feel comfortable publishing under you own name, the future value of of Google’s Authorship program becomes clear.
Now that you know the benefits of Authorship, I highly encourage you to check out the flowchart I made to get your own account setup with Google Author Tags. I feel it is the best piece of how-to content I have worked on.
SlideShare is best for hosting high-quality, business focused presentations and documents. The clear choice if you are willing to pay for a premium account that offers analytics and lead generation.
Scribd is for best for bulk document uploads or high-quality imbedding options for your own site. You give up a strong branded experience for free analytics.
Why use either?
- Another way to reach customers. Both of these sites have broad reach.
- A way to host your presentation or document with the option of imbedding it on your own site.
- Another way to capture share of search (i.e. more search results that have your content).
How SlideShare and Scribd make money influences their sites and should influence your decision on which to use.
While both sites have advertisement on them. Slideshare allows users to select a pay option to completely remove ads from your document and user page. Scribd doesn’t offer any premium package for the brand (i.e. the uploader) and instead runs ads against all upload document. If getting someone to download your document is a goal, Scribd likely isn’t the best service for you. See this from their advertising page:
[A]fter 6 weeks, a document uploaded to Scribd it is no longer freely available for download. The user must then either upload a document to get one in exchange, or create an archive membership for unlimited downloads.
Traffic and the kinds of traffic
Both sites get similar amounts of traffic with Slideshare increasing getting more, but I think the key is the kind of traffic each site get and how they brand themselves. Slideshare is focused on business information including presentations and reports, while Scribd seems to allow almost anything. If you have a look at the Scribd home page and featured sections, most of these pages focus on consumer oriented books and textbooks.
I rarely see Scribd rank for Google searches I do. It could be that I am not doing the right kind of searches, but I have done thousands of various industry, marketing and general searches in the past year and have seen one or two Scribd result from all of those. This could be because they lean toward books and government documents (thus why I don’t think they are the ideal fit for myself or many clients). So that gets them some serious volume.
On the other hand, I routinely see Slideshare in the first page of results for many searches.
High volume uploads favors Scribd
One advantage of Scribd is that their code for embedding provide a superior presentation of content. This has resulted in online publishers like TechCrunch and Mashable using Scribd to imbed documents on their own sites.
Scribd is also the best choice for bulk uploading and hosting of documents. When you have hundreds of documents that need to be shared, Scribd is a superior solution to Slideshare. This is reflected in Scribd being the official document share site for the U.S. Federal Goverment including the White House, Congress and FCC.
Slideshare offers the ability to pay a premium to remove ads. Scribd does not.
In addition, Slideshare premium users can control their own pages look which allow brands to better control the user experience.
That said, if you don’t want to pay a premium for hosting or analytics, Scribd is a good choice since they provide analytics for all their accounts and don’t charge any fee.
As I mentioned earlier, if getting someone to download your document is a goal, Scribd likely isn’t the best service for you due to them forcing readers to pay for a premium service or upload a document in order to download.
Downloads can be particularly important for larger purchases in the B2B space where the researcher might not be the decision maker.
Both services do an exceptional job of doing what they do. If you are focused on lead generation, promoting thought leadership and are willing to pay a premium, SlideShare is the site you should choose.
Many Pinterest users have dealt with their accounts being hacked in the past, but this morning, Pinterest’s own Twitter account seemed to have been compromised.
This tweet clearly stood out as not being a normal Pinterest tweet. Clicking on the link directed the users to fake news story on “the power of the Acai Berry”.
Over 20 minutes after the tweet was posted it remains up and had been retweeted 11 times with 22 people favoriting it.
Trying to piece together Facebook’s announcement today from live blogs had me frustrated. Why would I care which of my friends like both Star Wars and Harry Potter (that is all of them). 😉
But after thinking about the new Open Graph Search system today, and then reading Erin Griffith’s piece on marketing potential, I can see some uses, and the biggest one I see as a marketer and business owner is that Facebook is going to become a powerhouse for lead generation.
I wrote last year about how Facebook was decreasing the value of a Like. Other writers questioned that notion, but as I talk to small business owners and Page Admins, they consistently talk about how their reach and engagement decreased in August and September of this year.
It felt like Facebook had tricked many of into putting effort into the system, only to then pull the rug out from under us. While I still don’t think a third party service, including Facebook, should be a place to focus marketing and advertising budgets, the Open Search Graph is certainly going to bring back the power of the Like.
How Facebook Open Graph Search will change the value of a Like.
Let’s use the example of looking for a plumber. In the past you would likely do a Google search or ask for recommendations on a social network. With Facebook Open Graph Search you just type your search into Facebook.
“Who is a good plumber?”
Facebook already has an extensive social graph just for you, and it seems they have figured out some natual language search.
If not from the start, then eventually you will likely be served up with a list of plumbers in your area that have the most likes from your friends.
This is a simplistic example of what Facebook could do. It is more likely that they will eventually weight your whole social graph into the results. You are more connected to some people? Then their liking a plumber will be more important. Your friend took the time to engage with said plumber (I know, get a life 😉 ), then that like will be weighted more.
Even with those qualifications, the Facebook Search return a list of plumbers with your friends images associated with the plumber.
You might look at a couple of the page or maybe then Google the same inquiry, but none-the-less, Facebook becomes an essential place you look when you are searching for a service.
That is lead generation, and that has been where the money has always been and likely will continue to be in the future.
Google dominates internet advertising because they understand intent. Facebook just took a significant step to figure it out too.
Why you still shouldn’t put all your “Likes” in Facebook’s Basket
We shouldn’t fool ourselves into thinking that the results will stay purely based on the open graph data. If Facebook is successful at generating leads this way, the next step will be to allow businesses to get priority listings based on sponsored results.
Just as Google gives additiional placement to companies who pay for placement, so too will Facebook when they have a system figured out.
Those who have worked in any lead generating system understand that the game is always changing. The same type of dynamic nature that we have seen with Facebook Edge Rank and Google search algorithms will occur in Facebook search.
If you put a considerable amount of time into Facebook, the Open Graph Search should be viewed as a positive development. If you haven’t put time into Facebook, keep an eye out for opportunites as this new search features plays out.