Safely Syndicating Content

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

Rel=Canonical Summary
Duplicate remains
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
Does not save crawl budget
It is only a suggestion to the search engine
@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

Safely Syndicating Content

by Eric Enge

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