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It's no understatement to say that Google's former CEO Eric Schmidt is quite outspoken. His "talk first, think later" approach has a tendency of providing some great soundbites for the media. This time, it's not an impromptu interview providing the interesting opinion. The Wall Street Journal has obtained some excerpts from Schmidt's upcoming book, "The New Digital Age." One of those excerpts clearly spells out where Google is heading in the future: "Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance." When Google introduced authorship markup in 2011, Google did note that they were "looking closely at ways this markup could help us highlight authors and rank search results." Now Schmidt has made it explicit: in the future, you can boost your rankings by using Google authorship, and as we've reported before, Google+ has been designed to be an identity verification network.
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