Safely Syndicating Content

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Safely Syndicating Content

  1. 1. Duplicate Content @stonetemple
  2. 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>@stonetemple
  3. 3. Problem ny.com/ ny.com/?id=1234 @stonetemple
  4. 4. 301 Redirect ny.com/ ny.com/?id=1234 @stonetemple
  5. 5. redirect 301 /?id=1234 http://www.ny.com <ul><li>Eliminates Duplicate altogether </li></ul><ul><li>Redirects link juice back to the canonical page </li></ul><ul><li>Should change any links pointing to the dupe to point to the canonical page </li></ul><ul><ul><li>301s do consume some juice </li></ul></ul>@stonetemple
  6. 6. <link rel=&quot;canonical&quot; href=&quot;http://ny.com&quot;/> ny.com/ ny.com/?id=1234 @stonetemple
  7. 7. Rel=Canonical Summary <ul><li>Duplicate remains </li></ul><ul><li>Redirects link juice back to the canonical page </li></ul><ul><li>Does not save crawl budget </li></ul><ul><li>It is only a suggestion to the search engine </li></ul>@stonetemple
  8. 8. Webmaster Tools Ignore Parameters @stonetemple
  9. 9. Ignore Parameter Summary <ul><li>Duplicate remains </li></ul><ul><li>Redirects link juice back to the canonical page </li></ul><ul><li>Does not save crawl budget </li></ul><ul><li>It is only a suggestion to the search engine </li></ul>@stonetemple
  10. 10. <meta name=&quot;robots&quot; content=&quot;noindex&quot; /> ny.com/ syndny.com/?id=1234 @stonetemple
  11. 11. NoIndex Summary <ul><li>Keeps dupe out of the index </li></ul><ul><li>Still consumes crawl budget </li></ul><ul><ul><li>Not an issue if on a 3 rd party site </li></ul></ul><ul><li>Can pass link juice back to other pages </li></ul>@stonetemple
  12. 12. Psuedo Dupes – Dupe Title Tags @stonetemple
  13. 13. More Duplicate Titles @stonetemple
  14. 14. What’s the Big Deal? <ul><li>Title tags are a powerful </li></ul><ul><li>on page ranking factor </li></ul><ul><li>Strong hint to search </li></ul><ul><li>engines on what a page </li></ul><ul><li>is about </li></ul><ul><li>Duplicate title tags may </li></ul><ul><li>cause a page to not rank </li></ul><ul><li>much the same as an </li></ul><ul><li>actual dupe page! </li></ul>@stonetemple
  15. 15. 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
  16. 16. Syndicating Exact Copies = BAD NYTimes.com Syndicate-NYTimes.com @stonetemple
  17. 17. The GOOD <ul><li>Great way to get links </li></ul><ul><li>Great way to get visibility </li></ul><ul><li>Lots of web sites starved for quality content </li></ul><ul><li>Establish yourself as an expert </li></ul>@stonetemple
  18. 18. The Bad and the Ugly <ul><li>The BAD: </li></ul><ul><ul><li>Search engines see duplicate content </li></ul></ul><ul><ul><li>Search Engines only want to show one copy </li></ul></ul><ul><li>The UGLY: </li></ul><ul><ul><li>They MAY show the original author </li></ul></ul><ul><ul><li>BUT, not ALWAYS </li></ul></ul><ul><ul><li>Don’t want to syndicate your content and then not rank for it! </li></ul></ul>@stonetemple
  19. 19. So How Can We Do It? @stonetemple
  20. 20. Business Week Article @stonetemple
  21. 21. Article on Business Week @stonetemple
  22. 22. Google News Result @stonetemple
  23. 23. Article on the WSJ Site @stonetemple
  24. 24. Scenario 1 Summary <ul><li>Syndicate a Synopsis </li></ul><ul><ul><li>Not the whole article </li></ul></ul><ul><li>Works only if your content is authoritative </li></ul><ul><li>Other sites add value though context </li></ul><ul><ul><li>Social elements </li></ul></ul><ul><ul><li>Compilations with other content </li></ul></ul>@stonetemple
  25. 25. Content Syndication Case Study <ul><li>Syndicated tens of thousands of pages </li></ul><ul><li>Exact copies of content for a major media site </li></ul><ul><li>To a PageRank 9 site </li></ul><ul><li>Sounds like major trouble, no? </li></ul><ul><li>SOLUTION: </li></ul><ul><ul><li>Rel=canonical on the syndicated pages </li></ul></ul><ul><ul><li>Prevents dupe content problem </li></ul></ul><ul><ul><li>Still passes link juice </li></ul></ul>@stonetemple
  26. 26. The Site that took the Content? @stonetemple
  27. 27. Content Development Team Content For Your Web Site @stonetemple
  28. 28. Content Development Team(s) Content For Your Site Content For Other Sites @stonetemple
  29. 29. What Does The Syndication Team Do? <ul><li>Creates New Original Content </li></ul><ul><li>Based on Your Existing Knowledge and Expertise </li></ul><ul><li>Adapts it for use on the site receiving it </li></ul><ul><li>Content MUST bring real added value </li></ul><ul><ul><li>If you try to distribute crap, quality sites won’t take it </li></ul></ul>@stonetemple
  30. 30. Example @stonetemple
  31. 31. Scenario 3 Summary <ul><li>Divide your writing efforts </li></ul><ul><li>Create new original articles </li></ul><ul><li>Publish some of them on your own site </li></ul><ul><li>Syndicate the rest to third parties </li></ul><ul><li>And, watch the link juice flow! </li></ul>@stonetemple
  32. 32. Recap <ul><li>3 Major Syndication Options </li></ul><ul><ul><li>Synopsize </li></ul></ul><ul><ul><li>Rel=canonical </li></ul></ul><ul><ul><li>Create New Original Content </li></ul></ul><ul><li>Don’t spew duplicate content all over the web </li></ul><ul><li>Won’t help you </li></ul><ul><li>But these 3 options will </li></ul>@stonetemple
  33. 33. 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>@stonetemple
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