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  • Writer's pictureMark A Preston

Content Ownership: The Intricacies of SEO Authorship

Updated: Mar 10

In an increasingly digitalised world, content ownership has become a hot topic, especially in SEO. I recently had the opportunity to discuss this complex issue with Kristine Schachinger, a renowned SEO expert. Here’s a breakdown of our insightful conversation, offering valuable perspectives for anyone navigating the murky waters of content authorship and SEO.

content ownership

The Perplexing Issue of Content Theft

  • Authorship and Ownership: The problem of content theft is not new in the SEO world. When a piece of original content is copied and posted on a higher authority website, it often leads to the original author losing credit. This issue is particularly prevalent in news sites and raises significant concerns about copyright and ownership.

  • Google's Stance: Kristine highlighted a critical point: Google has historically struggled with this challenge. Despite advancements in technology, Google hasn’t developed a robust mechanism to mark original content distinctly and protect it from being overshadowed by duplicate or scraped versions.

The Myth of Authorship in SEO

  • Beyond Google Plus: Kristine elucidated the myth of authorship in SEO, tracing it back to Google Plus. Originally, Google Plus was envisioned as an identity platform, linking authors to their content across the web. However, this concept dissolved with Google Plus, taking the author patents with it.

  • The Reality of Tracking Authorship: Contrary to popular belief, Google doesn't track every author worldwide. It's virtually impossible for the search engine to keep up with every author, fictitious name, and language. Instead, Google relies on entities to gauge if content is written with expertise.

Content Ownership: Navigating a Complex Landscape

  • Dealing with Content Scraping: For businesses and content creators, dealing with content scraping is an ongoing battle. It's crucial to continually monitor for duplicate content and take appropriate actions, like filing DMCA complaints, to protect intellectual property.

  • Focus on Authenticity and Expertise: In the face of these challenges, the emphasis should be on creating authentic, expert content. Google values originality and expertise, which can help your content stand out, even in a sea of duplicates.


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