Duplicate Content SES San Francisco 2011

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="canonical" href="http://www.example.com/product.php?item=swedish-fish" />
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

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

Duplicate Content SES San Francisco 2011

by Eric Enge on Aug 23, 2011

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Duplicate Content SES San Francisco 2011 — Presentation Transcript