Having a Google Plus business page has proven to be helpful for many business owners, small and large alike.  The relationship between their Google Plus Page and their actual website, though, has been a subject of recent interest.

You may have noticed a little square photo next to some search results a while back while hunting around the never-ending world of Google.  How did it get there?  What was it for?

Well, for a while, Google decided that they wanted to give websites the opportunity to take advantage of something called Google Authorship. Google authorship allowed companies to basically connect the content of their website to their Google Plus page and tell Google, “Hey, I’m the same person that owns this website as this page.” For a while, many businesses hop on board.  After all, having a little photo of their face next to their page result was kind of special.  It did stand out from the rest of the results and would, ideally, promote searchers clicking on their page.

Recently though, it appears that Google has jumped ship after announcing the cancellation of their 3 year “experiment.”  Due to the failure of authors implementing the rel=author markup tag on their websites or blogs, (only a 30% adoption) and interestingly enough a study that revealed that the little pictures made little difference in click through rate (CTR), they have decided to stop the production.

There is something to be taken from Google’s major decision on authorship markup. As they have stated many times, Google’s priority is to value user experience. When the user’s behavior has been left unaltered by the new addition to the internet, the search giant concludes that it is useless and should be abandoned. Marketing works in much the same way. As an example, when you have worked hard to create a product or have changed an existing product, gauging consumer reaction and reacting accordingly can make all the difference in your approach to business.  You just might have to abandon some failed experiments along the way.