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Duplicate Content SES San Francisco 2011
 

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.

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    Duplicate Content SES San Francisco 2011 Duplicate Content SES San Francisco 2011 Presentation Transcript

    • Going Deep with Dupes
    • Who Am I?
      • Co-author of The 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
    • Geek Out Alert! @stonetemple
    • The Google Patents
      • Go to: http://patft.uspto.gov/netahtml/PTO/srchnum.htm
      • Then search on these numbers:
        • 6,615,209
        • 6,658,423
      • Many other patents, but there are
      • two of the key ones. Bring your
      • headache meds
      @stonetemple
    • I mean, serious meds @stonetemple
    • Typical Web Page Left Sidebar Navigation Top Navigation Sidebar Navigation Right Sidebar Navigation Content Specific to This page @stonetemple
    • Input to Dupe Content Algo Content Specific to This page @stonetemple
    • Example Site @stonetemple
    • Manufacturer Supplied Text @stonetemple
    • 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
    • One Sort Order @stonetemple
    • Versus Another @stonetemple
    • Faceted Navigation @stonetemple
    • Faceted Navigation Solutions
      • Preferred = canonical tag
        • <link rel=&quot;canonical&quot; href=&quot;http://www.example.com/product.php?item=swedish-fish&quot; />
        • Source: http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html
      • Backup is to NoIndex alternate sort orders.
      @stonetemple
    • 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
    • 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
    • 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
    • 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
    • Picking the Winner
      • PageRank
      • Trust / Authority
      • Recency
      • Original Author
      • Original Author
      • Link Equity Score
      • Recency
      2006- 2011 2011 (coming soon?) @stonetemple
    • Soutions ny.com/ ny.com/?id=1234 @stonetemple
    • 301 Redirect ny.com/ ny.com/?id=1234 @stonetemple
    • <link rel=&quot;canonical&quot; href=&quot;http://ny.com&quot;/> ny.com/ ny.com/?id=1234 @stonetemple
    • Tell the Search Engine to Ignore the Parameter @stonetemple
    • Two Lesser Solutions
      • Noindex the duplicate page
        • Keeps it out of the index
        • Still consumes crawl budget
        • Can pass link juice back to other pages
      • Block crawling of dupes in robots.txt
        • May still be in the index
        • Saves crawl budget
        • Does NOT pass link juice back to other pages
      @stonetemple
    • 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