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Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
Duplicate Content SES San Francisco 2011
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Duplicate Content SES San Francisco 2011

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Depp dive on duplicate content, the way search engines define it & detect it, and the basic solutions to the problem.

Depp dive on duplicate content, the way search engines define it & detect it, and the basic solutions to the problem.

Published in: Business, Technology, Design
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Transcript

  • 1. Going Deep with Dupes
  • 2. Who Am I? <ul><li>Co-author of The Art of SEO </li></ul><ul><li>President of Stone Temple Consulting </li></ul><ul><ul><li>20+ person SEO and PPC firm </li></ul></ul><ul><li>Trainer for Instant E-Training </li></ul><ul><li>Founder of Web Site Publishing Companies </li></ul><ul><ul><li>Publish web sites, grow them, then sell them </li></ul></ul><ul><ul><li>2 significant exits so far </li></ul></ul><ul><li>On Twitter: @stonetemple </li></ul>
  • 3. Geek Out Alert! @stonetemple
  • 4. The Google Patents <ul><li>Go to: http://patft.uspto.gov/netahtml/PTO/srchnum.htm </li></ul><ul><li>Then search on these numbers: </li></ul><ul><ul><li>6,615,209 </li></ul></ul><ul><ul><li>6,658,423 </li></ul></ul><ul><li>Many other patents, but there are </li></ul><ul><li>two of the key ones. Bring your </li></ul><ul><li>headache meds </li></ul>@stonetemple
  • 5. I mean, serious meds @stonetemple
  • 6. Typical Web Page Left Sidebar Navigation Top Navigation Sidebar Navigation Right Sidebar Navigation Content Specific to This page @stonetemple
  • 7. Input to Dupe Content Algo Content Specific to This page @stonetemple
  • 8. Example Site @stonetemple
  • 9. Manufacturer Supplied Text @stonetemple
  • 10. Shingles The quick brown fox … The obtuse orangutan… The eager electric eel … The altruistic alligator … The quick brown fox … The obtuse orangutan… The eager electric eel … The altruistic alligator … = @stonetemple
  • 11. One Sort Order @stonetemple
  • 12. Versus Another @stonetemple
  • 13. Faceted Navigation @stonetemple
  • 14. Faceted Navigation Solutions <ul><li>Preferred = canonical tag </li></ul><ul><ul><li><link rel=&quot;canonical&quot; href=&quot;http://www.example.com/product.php?item=swedish-fish&quot; /> </li></ul></ul><ul><ul><li>Source: http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html </li></ul></ul><ul><li>Backup is to NoIndex alternate sort orders. </li></ul>@stonetemple
  • 15. Simple Database Substitution Boston is a great place to live. Boston is the largest city in Massachusetts . I like Boston because the people are so friendly. New York is a great place to live. New York is the largest city in New York state . I like New York because the people are so friendly. = @stonetemple
  • 16. Simple Synonym Substitution Boston is a great place to live. Boston is the largest city in Massachusetts. I like Boston because the people are so friendly . Boston is a wonderful place to live. Boston is the biggest city in Massachusetts. I like Boston because the people are so nice . = @stonetemple
  • 17. Shingles + Synonyms The quick brown fox … The obtuse orangutan… The eager electric eel … The altruistic alligator … The fast brown fox … The hard to understand orangutan… The earnest electric eel … The well meaning alligator … = @stonetemple
  • 18. Query Specific! Winter is part of nature’s way of … Storing fruit in Tupperware with proper air ventilation … Kardassian filters are often used for … Frodo Baggins is such a loveable … In the Taming of the Shrew, the … Storing fruit in Tupperware with proper air ventilation … = Fruit Storage @stonetemple
  • 19. Picking the Winner <ul><li>PageRank </li></ul><ul><li>Trust / Authority </li></ul><ul><li>Recency </li></ul><ul><li>Original Author </li></ul><ul><li>Original Author </li></ul><ul><li>Link Equity Score </li></ul><ul><li>Recency </li></ul>2006- 2011 2011 (coming soon?) @stonetemple
  • 20. Soutions ny.com/ ny.com/?id=1234 @stonetemple
  • 21. 301 Redirect ny.com/ ny.com/?id=1234 @stonetemple
  • 22. <link rel=&quot;canonical&quot; href=&quot;http://ny.com&quot;/> ny.com/ ny.com/?id=1234 @stonetemple
  • 23. Tell the Search Engine to Ignore the Parameter @stonetemple
  • 24. Two Lesser Solutions <ul><li>Noindex the duplicate page </li></ul><ul><ul><li>Keeps it out of the index </li></ul></ul><ul><ul><li>Still consumes crawl budget </li></ul></ul><ul><ul><li>Can pass link juice back to other pages </li></ul></ul><ul><li>Block crawling of dupes in robots.txt </li></ul><ul><ul><li>May still be in the index </li></ul></ul><ul><ul><li>Saves crawl budget </li></ul></ul><ul><ul><li>Does NOT pass link juice back to other pages </li></ul></ul>@stonetemple
  • 25. Thank You! <ul><li>Eric Enge </li></ul><ul><li>[email_address] </li></ul><ul><li>@stonetemple </li></ul><ul><li>(508) 485-7751 </li></ul><ul><li>www.stonetemple.com </li></ul><ul><li>For a One Sheet SEO Checklist, email me, or drop off a business card </li></ul>

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