{"id":2816,"date":"2013-09-20T17:00:11","date_gmt":"2013-09-20T21:00:11","guid":{"rendered":"https:\/\/www.insidepr.ca\/?p=2816"},"modified":"2013-09-20T17:00:11","modified_gmt":"2013-09-20T21:00:11","slug":"inside-pr-346-google-introduces-in-depth-articles","status":"publish","type":"post","link":"https:\/\/www.insidepr.ca\/index.php\/2013\/09\/20\/inside-pr-346-google-introduces-in-depth-articles\/","title":{"rendered":"Inside PR 3.46: Google introduces In-depth articles"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_1386\"><audio class=\"wp-audio-shortcode\" id=\"audio-2816-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_346_FINAL.mp3?_=1\" \/><a href=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_346_FINAL.mp3\">http:\/\/traffic.libsyn.com\/prworks\/IPR_346_FINAL.mp3<\/a><\/audio><\/div><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/ca\/podcast\/inside-pr\/id137886027?mt=2&amp;ls=1#episodeGuid=https%3A%2F%2Fwww.insidepr.ca%2F%3Fp%3D2816\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/www.insidepr.ca\/index.php\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p><p>[display_podcast]<\/p>\n<p>Earlier in the month, Gini wrote a blog post about Google\u2019s <a href=\"http:\/\/spinsucks.com\/communication\/create-in-depth-articles-to-increase-your-google-authority\/\" target=\"_blank\">In-depth articles<\/a>. She discovered them when she was doing a search for a client and, in addition to the regular results, noticed a series of three other links listed at the bottom of the page.<\/p>\n<p>She dug a bit deeper and found Google launched In-depth articles in August to feature longer-form content people are talking about \u2013 usually from mainstream media outlets.\u00a0 (Note: a search of \u2018<a href=\"https:\/\/www.google.com\/#q=google+in-depth+articles\" target=\"_blank\">google in-depth articles<\/a>\u2019 did not include any in-depth articles, but did show Gini\u2019s post.)<\/p>\n<p>Recently Google has been using three elements to determine ranking: \u00a0recency and relevancy, popularity and authority. Now, in combination with these measures, content creators should consider developing longer-form pieces like ebooks or white papers.<\/p>\n<p>These are more reflective pieces that should demonstrate the writer has done their research, cited credible sources and has the authority to offer a perspective on the topic that adds value.<\/p>\n<p>Agencies and organizations will want to experiment with longer-form articles to determine what works and how it affects the perception and discoverability of their brand.<\/p>\n<p>Joe says it\u2019s interesting to watch where search is heading and recalls that four or five years ago you would get really interesting links when you searched a topic. Now, in top-level searches he\u2019s seeing is the equivalent of \u2018network television\u2019 \u2013 that is, links from larger outlets rather than the independent voices that often provided a fresh point of view.<\/p>\n<p>Martin wonders whether this is Google\u2019s way to re-legitimize media outlets as publishers and point people back to them.<\/p>\n<p>For our Canadian listeners, In Depth Articles don\u2019t work in Google.ca, so you\u2019ll need to search in Google.com. Right now, it only seems to be for top-level searches.<\/p>\n<p>Are these shifts toward more mainstream results harkening back to the brochure-ware websites we used to find online? What happened to the individual voices we know are out there? \u00a0Will the average person understand how to refine their searches in order to find independent voices? What\u2019s the impact on communicators who want to reach a wider audience?<\/p>\n<p>We\u2019d love to hear your ideas on where you think search is heading.<\/p>\n<p>And as we mentioned, here\u2019s the link to the new subscription-based \u2018Netflix for books\u2019 app, <a href=\"https:\/\/www.oysterbooks.com\/\" target=\"_blank\">Oyster<\/a>.<\/p>\n<p>********************************************<\/p>\n<p>Send us an email or an audio comment to\u00a0<a href=\"mailto:insideprcomments@gmail.com\">insideprcomments@gmail.com<\/a>, join the\u00a0<a title=\"Inside PR Community on Google+\" href=\"https:\/\/plus.google.com\/u\/0\/communities\/107220947721041165633\" target=\"_blank\">Inside PR Google+ Community<\/a>, join the\u00a0<a href=\"http:\/\/www.facebook.com\/group.php?gid=101489863251163\" target=\"_blank\">Inside PR Facebook<\/a>\u00a0group, leave us a comment here, message us\u00a0<a href=\"http:\/\/twitter.com\/inside_pr\">@inside_pr<\/a>\u00a0on Twitter, or connect with\u00a0<a href=\"http:\/\/twitter.com\/ginidietrich\" target=\"_blank\">Gini Dietrich<\/a>,\u00a0<a href=\"http:\/\/twitter.com\/thornley\" target=\"_blank\">Joseph Thornley<\/a>, and\u00a0<a href=\"http:\/\/twitter.com\/martinwaxman\">Martin Waxman<\/a>\u00a0on Twitter. Our theme music was created by\u00a0<a href=\"http:\/\/www.fortheloveofrecords.com\/\">Damon de Szegheo<\/a>;\u00a0<a href=\"http:\/\/www.rogerdey.com\/\">Roger Dey<\/a>\u00a0is our announcer. Inside PR is produced by\u00a0<a href=\"https:\/\/twitter.com\/kristinesimpson\" target=\"_blank\">Kristine Simpson<\/a>\u00a0and\u00a0<a title=\"Ashlea LeCompte on Twitter\" href=\"http:\/\/twitter.com\/ashlealecompte\">Ashlea LeCompte<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[display_podcast] Earlier in the month, Gini wrote a blog post about Google\u2019s In-depth articles. She discovered them when she was doing a search for a client and, in addition to the regular results, noticed a &hellip;<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[762,387,183,761,950,149,27,238,44,760,952],"class_list":["post-2816","post","type-post","status-publish","format-standard","hentry","category-pr","tag-content-creation","tag-gini-dietrich","tag-google","tag-google-in-depth-articles","tag-inside-pr","tag-joe-thornley","tag-martin-waxman","tag-media","tag-public-relations","tag-search","tag-social-media"],"_links":{"self":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/2816","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/comments?post=2816"}],"version-history":[{"count":0,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/2816\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/media?parent=2816"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/categories?post=2816"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/tags?post=2816"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}