Even though Google has been heavily promoting its Authorship feature for the last few years, it’s still not that widely used – ironically, not even by Google’s own blogs. If Fortune 100 companies ignore Google+ Authorship, does that mean you should, too, because there must be a good reason for that? Or does using it, on the contrary, gives you a competitive advantage?
Why Don’t Large Businesses Use Google+ Authorship?
Recent analysis shows that only 10 Google-owned blogs have Authorship markup, and only 3.5% of Fortune 100 businesses have adopted it – and these don’t include giants like Apple and Best Buy. Technology-related and news websites tend to be using Google+ Authorship slightly more, while in the financial industry it is almost unanimously ignored. Why is that?
It’s safe to assume that big companies are slower to react to the innovations, since they have a lot of internal procedures to follow in order to make any changes. This is probably one of the reasons why Google+ Authorship is not included in their marketing strategy. Plus, for a large business, it is normally far more than one or two people creating the content, and linking up all the numerous authors is additional hassle. Besides, world-known brands like JP Morgan or BBC may not need this feature that much, as their rankings and recognition are high enough even without linking their content to a certain author.
Should Smaller Companies Ignore It, Too?
For smaller companies, though, Google+ Authorship is a unique chance to get noticed, and now, when so many businesses are still underestimating its power, it is a great moment to get a competitive edge. You probably heard that Authorship lets you ultimately get better rankings for your content, because Google starts recognizing you as an author that consistently produces quality content. But there is more to it: not only will your website appear higher in search results, but it will also get more clicks than its “neighbors”. It is proven that our attention is drawn to visual content, and users are much more likely to click a link with the author’s photo next to it rather than a regular search result. Moreover, with the reviews and ratings available right next to the author info, you start building trust before the visitor even lands on your website! That means that with a little effort that setting up Authorship requires, you will end up getting more leads than another similar business.
Linking your content to your Google+ profile is fairly easy, but if you are not familiar with webmastering and prefer to delegate all the online work to others, we can help you setup you Google+ Authorship.
Is your business still ignoring Google Authorship? Do you think setting it up will have any positive results for your website? Feel free to reply in the comments.