{"id":11515,"date":"2011-09-27T17:08:15","date_gmt":"2011-09-27T16:08:15","guid":{"rendered":"https:\/\/blogs.bmj.com\/bmj\/?p=11515"},"modified":"2011-09-27T17:08:15","modified_gmt":"2011-09-27T16:08:15","slug":"david-payne-happy-13th-birthday-scary-google","status":"publish","type":"post","link":"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/","title":{"rendered":"David Payne: Happy 13th birthday, (scary) Google"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.bmj.com\/site\/blog\/icons\/davidpayne.jpg\" alt=\"David Payne\" width=\"160\" height=\"110\" align=\"left\" \/>  In Washington DC last week Google CEO Eric Schmidt defended the company\u2019s business practices when he appeared before a Senate antitrust panel. Down the road at Georgetown University the following day, his colleague Darcy Dapra was doing a similar thing to an audience of scholarly publishers.<\/p>\n<p>Mr Schmidt\u2019s appearance was to reject claims that Google, which celebrates its 13th birthday this week, gives its growing portfolio of online business preferred placements in search results.<!--more--><\/p>\n<p>According to panel member <a href=\"http:\/\/www.nytimes.com\/2011\/09\/19\/technology\/googles-to-face-congressional-antitrust-hearing.html?pagewanted=all\">Richard Blumenthal <\/a>, a Democrat Senator from Conneticut and the state\u2019s attorney general: &#8220;Google is a great American success story, but its size, position and power in the marketplace have raised concerns about its business practices, and raised the question of what responsibilities come with that power.&#8221;<\/p>\n<p>Scholarly journals have similar concerns about the power of the world\u2019s favourite search engine. In February many were alarmed to learn that one of Google\u2019s regular algorithm tweaks had triggered a downturn in traffic.<\/p>\n<p>A <a title=\"Guardian Tech Blog\" href=\"http:\/\/www.guardian.co.uk\/technology\/blog\/2011\/feb\/28\/google-changes-sites-affected\" target=\"_blank\">Guardian technology blog<\/a>\u00a0listed <a title=\"BMJ\" href=\"http:\/\/www.bmj.com\">bmj.com<\/a> as one of the affected sites, adding: \u201cThe BMJ might somehow stagger on via its expensive subscriptions, but&#8230; changes to Google&#8217;s algorithm aren&#8217;t without collateral damage.\u201d<\/p>\n<p>The blog post generated a debate about how much collateral damage had or had not\u00a0been done by the algorithm change. It also led to us reviewing how we allow Google to index <em>BMJ<\/em> content.<\/p>\n<p>In a nutshell, if you allow Google\u2019s automated web crawlers onto your site, you need to ensure that they see what a typical visitor to your site sees.<\/p>\n<p>Author written extracts that show above the fold are fine (not every article has an abstract, of course, included research published decades ago).<\/p>\n<p>But Google has a problem with paywalls and registration pages, particularly for news, editorials, letters, reviews, obituaries, and reviews, which are typically free for general publications. If you get it \u201cwrong\u201d, as the <a title=\"NEJM\" href=\"http:\/\/www.nejm.org\">New England Journal of Medicine<\/a> reportedly did in May, Google\u2019s web search quality team de-indexes you.<\/p>\n<p>Darcy outlined Google\u2019s indexing guidelines when she spoke at last week\u2019s publisher meeting. It was organised by <a title=\"HW press\" href=\"http:\/\/highwire.stanford.edu\/\" target=\"_blank\">HighWire Press<\/a>,\u00a0 Stanford University\u2019s online hosting partner for hundreds of scholarly journals, including the <em>BMJ <\/em>and its stable of more than 30 specialist journals.<\/p>\n<p>One publisher accused Google of \u201cdictating how we run our business.\u201d Darcy argued that Google \u201creally wants people to get to your content\u201d and it was &#8220;down to how discoverable you want to make your content.\u201d<\/p>\n<p>In essence, publishers face four options, all of which have business implications. We can:<\/p>\n<p>\u2022 Block some or all content from the Google web crawler (not great for promoting discoverability)<br \/>\n\u2022 First click free.\u00a0This means that if someone clicks on Google search result they hit the article rather than a paywall, but if they then browse within the site the paywall launches.<br \/>\n\u2022 Make the entire article free.<br \/>\n\u2022 Provide a free pdf of the first page, which, if the article is only one page, means you\u2019re making it free.<\/p>\n<p>The <em>BMJ<\/em> decided to remove registration to its free online archive after meeting Darcy earlier this year.<\/p>\n<p>But we had a separate (and extensive) discussion about the how important Google traffic is to bmj.com. We are not a consumer publication. Our target audience is doctors, most of whom access bmj.com via a personal or institutional subscription, or because their BMA membership includes free access. Does it matter, therefore, if our Google ranking goes down?<\/p>\n<p>We concluded that Google is important to us, as it is to other organisations. <em><a title=\"NY Times\" href=\"http:\/\/www.nytimes.com\/2011\/09\/19\/technology\/googles-to-face-congressional-antitrust-hearing.html?pagewanted=all\" target=\"_blank\">The New York Times\u2019<\/a><\/em> article about Schmidt\u2019s Senate committee appearance notes that the company is \u201cboth admired and feared.\u201d<\/p>\n<p>But\u00a0Google inspires confidence also. Its 13-year history has been one of consistent innovation, including the arrival of Google Scholar in 2004 and the beta launch of a citation tool this year that allows authors to keep track of citations to their articles.<\/p>\n<p>Many web users, whatever their background, now habitually use Google to find articles in favour of a publication\u2019s, search engine. They do this even if they know the publication and have a rough idea when an article appeared and who authored it.<\/p>\n<p>And the <em>BMJ<\/em> is an open access journal. All of its research is free, and much of this is press released because it is of interest to the wider public. Google helps the public locate links to that research.<\/p>\n<p>Darcy inspired a similar confidence last week by listening to publishers\u2019 concerns and feeling our pain. But regulators across the world, concerned that the company\u2019s dominance could be stifling competition, means Mr Schmidt faces a tougher task. Will Google\u2019s teens be terrible?<\/p>\n<p><strong>David Payne<\/strong> is editor, bmj.com<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In Washington DC last week Google CEO Eric Schmidt defended the company\u2019s business practices when he appeared before a Senate antitrust panel. Down the road at Georgetown University the following [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/\">More&#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1752,116],"tags":[1313,2579,1482,2580],"class_list":["post-11515","post","type-post","status-publish","format-standard","hentry","category-david-payne","category-editors-at-large","tag-google","tag-indexing","tag-publishing","tag-search"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>David Payne: Happy 13th birthday, (scary) Google - The BMJ<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"David Payne: Happy 13th birthday, (scary) Google - The BMJ\" \/>\n<meta property=\"og:description\" content=\"In Washington DC last week Google CEO Eric Schmidt defended the company\u2019s business practices when he appeared before a Senate antitrust panel. Down the road at Georgetown University the following [...]More...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/\" \/>\n<meta property=\"og:site_name\" content=\"The BMJ\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/bmjdotcom\/\" \/>\n<meta property=\"article:published_time\" content=\"2011-09-27T16:08:15+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.bmj.com\/site\/blog\/icons\/davidpayne.jpg\" \/>\n<meta name=\"author\" content=\"BMJ\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@bmj_latest\" \/>\n<meta name=\"twitter:site\" content=\"@bmj_latest\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"BMJ\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2011\\\/09\\\/27\\\/david-payne-happy-13th-birthday-scary-google\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2011\\\/09\\\/27\\\/david-payne-happy-13th-birthday-scary-google\\\/\"},\"author\":{\"name\":\"BMJ\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#\\\/schema\\\/person\\\/ba3da426ed20e8f1d933ca367d8216fe\"},\"headline\":\"David Payne: Happy 13th birthday, (scary) Google\",\"datePublished\":\"2011-09-27T16:08:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2011\\\/09\\\/27\\\/david-payne-happy-13th-birthday-scary-google\\\/\"},\"wordCount\":793,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2011\\\/09\\\/27\\\/david-payne-happy-13th-birthday-scary-google\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.bmj.com\\\/site\\\/blog\\\/icons\\\/davidpayne.jpg\",\"keywords\":[\"google\",\"indexing\",\"publishing\",\"search\"],\"articleSection\":[\"David Payne\",\"Editors at large\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2011\\\/09\\\/27\\\/david-payne-happy-13th-birthday-scary-google\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2011\\\/09\\\/27\\\/david-payne-happy-13th-birthday-scary-google\\\/\",\"url\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2011\\\/09\\\/27\\\/david-payne-happy-13th-birthday-scary-google\\\/\",\"name\":\"David Payne: Happy 13th birthday, (scary) Google - The BMJ\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2011\\\/09\\\/27\\\/david-payne-happy-13th-birthday-scary-google\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2011\\\/09\\\/27\\\/david-payne-happy-13th-birthday-scary-google\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.bmj.com\\\/site\\\/blog\\\/icons\\\/davidpayne.jpg\",\"datePublished\":\"2011-09-27T16:08:15+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2011\\\/09\\\/27\\\/david-payne-happy-13th-birthday-scary-google\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2011\\\/09\\\/27\\\/david-payne-happy-13th-birthday-scary-google\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2011\\\/09\\\/27\\\/david-payne-happy-13th-birthday-scary-google\\\/#primaryimage\",\"url\":\"http:\\\/\\\/www.bmj.com\\\/site\\\/blog\\\/icons\\\/davidpayne.jpg\",\"contentUrl\":\"http:\\\/\\\/www.bmj.com\\\/site\\\/blog\\\/icons\\\/davidpayne.jpg\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2011\\\/09\\\/27\\\/david-payne-happy-13th-birthday-scary-google\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"David Payne: Happy 13th birthday, (scary) Google\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#website\",\"url\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/\",\"name\":\"The BMJ\",\"description\":\"Helping doctors make better decisions.\",\"publisher\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#organization\",\"name\":\"The BMJ\",\"url\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/files\\\/2018\\\/05\\\/The-BMJ-logo.jpg\",\"contentUrl\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/files\\\/2018\\\/05\\\/The-BMJ-logo.jpg\",\"width\":852,\"height\":568,\"caption\":\"The BMJ\"},\"image\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/bmjdotcom\\\/\",\"https:\\\/\\\/x.com\\\/bmj_latest\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#\\\/schema\\\/person\\\/ba3da426ed20e8f1d933ca367d8216fe\",\"name\":\"BMJ\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b4d8f39281bcae118348a1c027347b8e53b82d42520e774a8b50dd9a6ac6c01d?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b4d8f39281bcae118348a1c027347b8e53b82d42520e774a8b50dd9a6ac6c01d?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b4d8f39281bcae118348a1c027347b8e53b82d42520e774a8b50dd9a6ac6c01d?s=96&d=mm&r=g\",\"caption\":\"BMJ\"},\"sameAs\":[\"https:\\\/\\\/blogs.bmj.com\\\/\"],\"url\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/author\\\/admin\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"David Payne: Happy 13th birthday, (scary) Google - The BMJ","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/","og_locale":"en_US","og_type":"article","og_title":"David Payne: Happy 13th birthday, (scary) Google - The BMJ","og_description":"In Washington DC last week Google CEO Eric Schmidt defended the company\u2019s business practices when he appeared before a Senate antitrust panel. Down the road at Georgetown University the following [...]More...","og_url":"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/","og_site_name":"The BMJ","article_publisher":"https:\/\/www.facebook.com\/bmjdotcom\/","article_published_time":"2011-09-27T16:08:15+00:00","og_image":[{"url":"http:\/\/www.bmj.com\/site\/blog\/icons\/davidpayne.jpg","type":"","width":"","height":""}],"author":"BMJ","twitter_card":"summary_large_image","twitter_creator":"@bmj_latest","twitter_site":"@bmj_latest","twitter_misc":{"Written by":"BMJ","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/#article","isPartOf":{"@id":"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/"},"author":{"name":"BMJ","@id":"https:\/\/blogs.bmj.com\/bmj\/#\/schema\/person\/ba3da426ed20e8f1d933ca367d8216fe"},"headline":"David Payne: Happy 13th birthday, (scary) Google","datePublished":"2011-09-27T16:08:15+00:00","mainEntityOfPage":{"@id":"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/"},"wordCount":793,"commentCount":1,"publisher":{"@id":"https:\/\/blogs.bmj.com\/bmj\/#organization"},"image":{"@id":"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/#primaryimage"},"thumbnailUrl":"http:\/\/www.bmj.com\/site\/blog\/icons\/davidpayne.jpg","keywords":["google","indexing","publishing","search"],"articleSection":["David Payne","Editors at large"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/","url":"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/","name":"David Payne: Happy 13th birthday, (scary) Google - The BMJ","isPartOf":{"@id":"https:\/\/blogs.bmj.com\/bmj\/#website"},"primaryImageOfPage":{"@id":"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/#primaryimage"},"image":{"@id":"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/#primaryimage"},"thumbnailUrl":"http:\/\/www.bmj.com\/site\/blog\/icons\/davidpayne.jpg","datePublished":"2011-09-27T16:08:15+00:00","breadcrumb":{"@id":"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/#primaryimage","url":"http:\/\/www.bmj.com\/site\/blog\/icons\/davidpayne.jpg","contentUrl":"http:\/\/www.bmj.com\/site\/blog\/icons\/davidpayne.jpg"},{"@type":"BreadcrumbList","@id":"https:\/\/blogs.bmj.com\/bmj\/2011\/09\/27\/david-payne-happy-13th-birthday-scary-google\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/blogs.bmj.com\/bmj\/"},{"@type":"ListItem","position":2,"name":"David Payne: Happy 13th birthday, (scary) Google"}]},{"@type":"WebSite","@id":"https:\/\/blogs.bmj.com\/bmj\/#website","url":"https:\/\/blogs.bmj.com\/bmj\/","name":"The BMJ","description":"Helping doctors make better decisions.","publisher":{"@id":"https:\/\/blogs.bmj.com\/bmj\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/blogs.bmj.com\/bmj\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/blogs.bmj.com\/bmj\/#organization","name":"The BMJ","url":"https:\/\/blogs.bmj.com\/bmj\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/blogs.bmj.com\/bmj\/#\/schema\/logo\/image\/","url":"https:\/\/blogs.bmj.com\/bmj\/files\/2018\/05\/The-BMJ-logo.jpg","contentUrl":"https:\/\/blogs.bmj.com\/bmj\/files\/2018\/05\/The-BMJ-logo.jpg","width":852,"height":568,"caption":"The BMJ"},"image":{"@id":"https:\/\/blogs.bmj.com\/bmj\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/bmjdotcom\/","https:\/\/x.com\/bmj_latest"]},{"@type":"Person","@id":"https:\/\/blogs.bmj.com\/bmj\/#\/schema\/person\/ba3da426ed20e8f1d933ca367d8216fe","name":"BMJ","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/b4d8f39281bcae118348a1c027347b8e53b82d42520e774a8b50dd9a6ac6c01d?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/b4d8f39281bcae118348a1c027347b8e53b82d42520e774a8b50dd9a6ac6c01d?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/b4d8f39281bcae118348a1c027347b8e53b82d42520e774a8b50dd9a6ac6c01d?s=96&d=mm&r=g","caption":"BMJ"},"sameAs":["https:\/\/blogs.bmj.com\/"],"url":"https:\/\/blogs.bmj.com\/bmj\/author\/admin\/"}]}},"_links":{"self":[{"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/posts\/11515","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/comments?post=11515"}],"version-history":[{"count":0,"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/posts\/11515\/revisions"}],"wp:attachment":[{"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/media?parent=11515"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/categories?post=11515"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/tags?post=11515"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}