Duplicate Content Presentation SES NY 2012

New York | March 19–23

New York | March 19–23, 2012 | #sesny

@stonetemple+Eric Enge

Safe Syndication and Multi-Site IssuesSubtitle




Syndication & Link Juice

Global Crisis

Global Crisis

YourSite

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

Your Article Their Site




Syndicating Exact Copies = BAD

NYTimes.com Syndicate-NYTimes.com




The GOOD• Many sites hungry for content• Providing quality content can:

• Build your relationships with other publishers

• Give you visibility to their audiences• Establish yourself as an expert• Net you links and social media

mentions




The Bad and the UglyThe BAD:•Search engines see duplicate content•Search Engines only want to show one copyThe UGLY:•They MAY show the original author•BUT, not ALWAYS•Don’t want to syndicate your content and then not rank for it!




So How Do We Do It?




Scenario 1: Article on Business Week




Business Week Article in SERPs




Business Week Article on the WSJ Site




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• Power of their brand




Scenario 2: Syndication Case Study

• Syndicated tens of thousands of pages• Exact copies of content for a MAJOR media site• Sounds like major trouble, no?




• Prevents dupe content problem• Still passes link juice• (Noindex will work too)

Scenario 2 Solution

rel=“canonical”




The Site that took the Content?




Split Content Development Team(s)

ContentFor

Your Site

ContentFor Other

Sites




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• Do not article spin!




Example




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!• AKA: Guest Posting




Recap

• 3 Major Syndication Options• Synopsize• Rel=canonical• Create New Original Content

• Don’t spew duplicate content all over the web

• But these 3 options will

New York | March 19–23 @stonetemple+Eric Enge

Psuedo-Duplicate Content







1st Mock Site

Here is some info on Frogs:

Frogs are greenFrogs live in waterFrogs like to jumpFrogs are not toads

Thanks for reading our article on frogs.

21 @stonetemple







2nd Mock Site

Frogs are interesting creatures partly because they are green. Many people do not realize that they are not toads. Frogs like to jump and live in water.

23 @stonetemple







3rd Mock Site

While often confused with toads, frogs are not the same as toads. Here are some key facts:

Color: greenHabitat: WaterLocomotion: Jumping

25 @stonetemple




Angry User

Tell me what frogs EAT!




Multi-Site Solutions • Develop separate distinct content• Have different focus for each site

• Target audience: age, sex, preferences• Topical focus: cheap, premium, best, …• Content style:

Academic Humor UGC Videos News




Thank You!Eric [email protected]@stonetemple+Eric Enge(508) 485-7751www.stonetemple.com

For my Influencer Marketing Whitepaper, email me, or drop off a business card

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Duplicate Content Presentation SES NY 2012