Duplicate Content
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Who Am I?
Co-author of The Art of SEOPresident of Stone Temple Consulting
20+ person SEO and PPC firmTrainer for Instant E-TrainingFounder of Web Site Publishing Companies
Publish web sites, grow them, then sell them2 significant exits so far
On Twitter: @stonetemple
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Problemny.com/ ny.com/?id=1234
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301 Redirectny.com/ ny.com/?id=1234
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redirect 301 /?id=1234 http://www.ny.com
• Eliminates Duplicate altogether
• Redirects link juice back to the canonical page
• Should change any links pointing to the dupe to point to the canonical page– 301s do consume some juice
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<link rel="canonical" href="http://ny.com"/>ny.com/ ny.com/?id=1234
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Rel=Canonical Summary
• Duplicate remains
• Redirects link juice back to the canonical page
• Does not save crawl budget
• It is only a suggestion to the search engine
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Webmaster Tools Ignore Parameters
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Ignore Parameter Summary
• Duplicate remains
• Redirects link juice back to the canonical page
• Does not save crawl budget
• It is only a suggestion to the search engine
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<meta name="robots" content="noindex" />ny.com/ syndny.com/?id=1234
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NoIndex Summary
• Keeps dupe out of the index
• Still consumes crawl budget– Not an issue if on a 3rd party site
• Can pass link juice back to other pages
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Psuedo Dupes – Dupe Title Tags
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More Duplicate Titles
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What’s the Big Deal?
• Title tags are a powerful on page ranking factor• Strong hint to search engines on what a page is about• Duplicate title tags may cause a page to not rank much the same as an actual dupe page!
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Syndication & Link Juice
Global Crisis
Global Crisis
YourWeb Site
The crisis continues tand policymakers metThe discussions have lSome say that the impBut if resolution does n
LinksIt would be reasonableThe consequences of w
The crisis continues tand policymakers metThe discussions have lSome say that the imp
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Syndicating Exact Copies = BAD
NYTimes.com Syndicate-NYTimes.com
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The GOOD
• Great way to get links
• Great way to get visibility
• Lots of web sites starved for quality content
• Establish yourself as an expert
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The Bad and the Ugly
• The BAD:– Search engines see duplicate content– Search Engines only want to show one copy
• The UGLY:– They MAY show the original author– BUT, not ALWAYS– Don’t want to syndicate your content and
then not rank for it!
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So How Can We Do It?
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Business Week Article
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Article on Business Week
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Google News Result
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Article on the WSJ Site
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Scenario 1 Summary
• Syndicate a Synopsis– Not the whole article
• Works only if your content is authoritative
• Other sites add value though context– Social elements– Compilations with other content
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Content Syndication Case Study
• Syndicated tens of thousands of pages• Exact copies of content for a major media
site• To a PageRank 9 site• Sounds like major trouble, no?• SOLUTION:
– Rel=canonical on the syndicated pages– Prevents dupe content problem– Still passes link juice
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The Site that took the Content?
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Content Development Team
Content ForYour Web Site
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Content Development Team(s)
ContentFor
Your Site
ContentFor Other
Sites@stonetemple
What Does The Syndication Team Do?
• Creates New Original Content
• Based on Your Existing Knowledge and Expertise
• Adapts it for use on the site receiving it
• Content MUST bring real added value– If you try to distribute crap, quality sites
won’t take it
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Example
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Scenario 3 Summary
• Divide your writing efforts
• Create new original articles
• Publish some of them on your own site
• Syndicate the rest to third parties
• And, watch the link juice flow!
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Recap
• 3 Major Syndication Options– Synopsize– Rel=canonical– Create New Original Content
• Don’t spew duplicate content all over the web
• Won’t help you• But these 3 options will
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Thank You!
Eric Enge
@stonetemple
(508) 485-7751
www.stonetemple.com
For a One Sheet SEO Checklist, email me, or drop off a business card
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