Dispersed citation: Article and slides

Ian Lurie

I’ve done some presenting over the last few weeks. Most of my talks centered around the concept of dispersed citation. It’s my theory on where Google’s going with all this rel=author, no-more-keywords, Google+ stuff, plus some tips on how to prepare and capitalize.

Here’s the article – it’s a bit of a long read, but if I may say so, I think it’s worth it. If you disagree, you can unfollow me on Twitter.

And here are the slides:

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Ian Lurie

Ian Lurie is the founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (that's more than 25 years, if you're counting). Ian's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Ian is now an independent consultant and continues to work with the Portent team, training the agency group on all things digital. You can find him at www.ianlurie.com

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  1. Ian – thanks for the post. (For anyone else reading this comment, I’d recommend to read the post instead of just looking at the slides.)
    It was a long read, but you were right, it was worth the time. Whether you are right about this or not, it is a well thought out and an insightful read. If you are even the slightest bit right, there is now a very compelling reason for anyone who puts content online to include the authorship / publisher markup.
    The beauty of it is that everyone wins in many ways: Google is effectively pushing some of the work in figuring out ‘authority’ to the content owners (making Google’s job easier), Google can serve better search results (consumers win), content farms will find Google harder to game (content owners and businesses win), content owners using these tags will be able to benefit from authority building in the long term (content owners win), content owners and businesses will also want to flesh out their Google+ profiles and start keeping them updated (Google wins).
    It is, however, a little scary (and I must admit, orwellian-ish) that Google is building all these signals into figuring out the ‘authority’ of an individual / business.
    Does this mean I will lose out if I’m not vocal online? Will I now how to start actively cultivating an online ‘persona’ to get an early start to the whole ‘reputation’ game? (As a start, I’m considering posting this comment on my G+ profile, which hasn’t been updated in ages)
    Regardless, thanks for starting this conversation and I’m looking forward to more such posts!

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