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Safely Syndicating Content
 

Safely Syndicating Content

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Learn how to safel

Learn how to safel

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    Safely Syndicating Content Safely Syndicating Content Presentation Transcript

    • Duplicate Content @stonetemple
    • 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
      @stonetemple
    • Problem ny.com/ ny.com/?id=1234 @stonetemple
    • 301 Redirect ny.com/ ny.com/?id=1234 @stonetemple
    • 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
    • <link rel=&quot;canonical&quot; href=&quot;http://ny.com&quot;/> ny.com/ ny.com/?id=1234 @stonetemple
    • Rel=Canonical Summary
      • Duplicate remains
      • Redirects link juice back to the canonical page
      • Does not save crawl budget
      • It is only a suggestion to the search engine
      @stonetemple
    • Webmaster Tools Ignore Parameters @stonetemple
    • Ignore Parameter Summary
      • Duplicate remains
      • Redirects link juice back to the canonical page
      • Does not save crawl budget
      • It is only a suggestion to the search engine
      @stonetemple
    • <meta name=&quot;robots&quot; content=&quot;noindex&quot; /> ny.com/ syndny.com/?id=1234 @stonetemple
    • NoIndex Summary
      • Keeps dupe out of the index
      • Still consumes crawl budget
        • Not an issue if on a 3 rd party site
      • Can pass link juice back to other pages
      @stonetemple
    • Psuedo Dupes – Dupe Title Tags @stonetemple
    • More Duplicate Titles @stonetemple
    • What’s 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
    • 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
    • Syndicating Exact Copies = BAD NYTimes.com Syndicate-NYTimes.com @stonetemple
    • 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
    • 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
        • Don’t want to syndicate your content and then not rank for it!
      @stonetemple
    • So How Can We Do It? @stonetemple
    • Business Week Article @stonetemple
    • Article on Business Week @stonetemple
    • Google News Result @stonetemple
    • Article on the WSJ Site @stonetemple
    • 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
    • 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
    • The Site that took the Content? @stonetemple
    • Content Development Team Content For Your Web Site @stonetemple
    • Content Development Team(s) Content For Your Site Content For Other Sites @stonetemple
    • 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
      @stonetemple
    • Example @stonetemple
    • 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
    • Recap
      • 3 Major Syndication Options
        • Synopsize
        • Rel=canonical
        • Create New Original Content
      • Don’t spew duplicate content all over the web
      • Won’t help you
      • But these 3 options will
      @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
      @stonetemple