Think clusters, not websites

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Adam Tinworth thinks that Google Authorship’s evolution could be

another major step in Google stepping away from the website as the core unit of the web, towards the page and its author – with authorship and author reputation a core part of how search works.

This is something my friend James Byford drummed into me. The web wasn’t designed to connect websites, but individual things – information, pages, paragraphs, people, objects . 

This is how we experience and use the web, for the most part. In bits.

Clusters and hubs and collections are important on the web, in terms of making things findable, their reputation more readily understood. But when thinking about online presence, a website isn’t always the best model to be thinking about. 

We nod when people talk about content ecosystems, but I’m not sure we always think about what that really means. The overlapping and interdependent complexities of reputations and networks are befuddling. We retreat to manageable, quantifiable metaphors. 

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