Safely Syndicating Content

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Text of Safely Syndicating Content

  • 1.Duplicate Content @stonetemple

2. Who Am I?

  • Co-author ofThe Art of SEO
  • President of Stone Temple Consulting
    • 20+ person SEO and PPC firm
  • Trainer for Instant E-Training
  • Founder of Web Site Publishing Companies
    • Publish web sites, grow them, then sell them
    • 2 significant exits so far
  • On Twitter: @stonetemple

@stonetemple 3. Problem ny.com/ ny.com/?id=1234 @stonetemple 4. 301 Redirect ny.com/ ny.com/?id=1234 @stonetemple 5. 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

@stonetemple 6. ny.com/ ny.com/?id=1234 @stonetemple 7. Rel=Canonical Summary

  • Duplicate remains
  • Redirects link juice back to the canonical page
  • Does not save crawl budget
  • It is only asuggestionto the search engine

@stonetemple 8. Webmaster Tools Ignore Parameters @stonetemple 9. Ignore Parameter Summary

  • Duplicate remains
  • Redirects link juice back to the canonical page
  • Does not save crawl budget
  • It is only asuggestionto the search engine

@stonetemple 10. ny.com/ syndny.com/?id=1234 @stonetemple 11. NoIndex Summary

  • Keeps dupe out of the index
  • Still consumes crawl budget
    • Not an issue if on a 3 rdparty site
  • Can pass link juice back to other pages

@stonetemple 12. Psuedo Dupes Dupe Title Tags @stonetemple 13. More Duplicate Titles @stonetemple 14. Whats 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!

@stonetemple 15. Syndication & Link Juice Global Crisis Global Crisis Your Web Site The crisis continues t and policymakers met The discussions have l Some say that the imp But if resolution does n Links It would be reasonable The consequences of w The crisis continues t and policymakers met The discussions have l Some say that the imp @stonetemple 16. Syndicating Exact Copies = BAD NYTimes.com Syndicate-NYTimes.com @stonetemple 17. 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

@stonetemple 18. 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
    • Dont want to syndicate your content and then not rank for it!

@stonetemple 19. So How Can We Do It? @stonetemple 20. Business Week Article @stonetemple 21. Article on Business Week @stonetemple 22. Google News Result @stonetemple 23. Article on the WSJ Site @stonetemple 24. 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

@stonetemple 25. 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

@stonetemple 26. The Site that took the Content? @stonetemple 27. Content Development Team Content For Your Web Site @stonetemple 28. Content Development Team(s) Content For Your Site Content For Other Sites @stonetemple 29. 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 wont take it

@stonetemple 30. Example @stonetemple 31. 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!

@stonetemple 32. Recap

  • 3 Major Syndication Options
    • Synopsize
    • Rel=canonical
    • Create New Original Content
  • Dont spew duplicate content all over the web
  • Wont help you
  • But these 3 options will

@stonetemple 33. Thank You!

  • Eric Enge
  • [email_address]
  • @stonetemple
  • (508) 485-7751
  • www.stonetemple.com
  • For a One Sheet SEO Checklist, email me, or drop off a business card

@stonetemple