New York | March 19–23, 2012 | #sesnySafe Syndication and Multi-Site IssuesSubtitle            @stonetemple            +Er...
New York | March 19–23, 2012 | #sesnySyndication & Link Juice   Global Crisis   The crisis continues tand policymakers met...
New York | March 19–23, 2012 | #sesnySyndicating Exact Copies = BADNYTimes.com      Syndicate-NYTimes.com            @ston...
New York | March 19–23, 2012 | #sesnyThe GOOD •     Many sites hungry for content •     Providing quality content can:    ...
New York | March 19–23, 2012 | #sesnyThe Bad and the UglyThe BAD:•Search engines see duplicate content•Search Engines only...
New York | March 19–23, 2012 | #sesnySo How Do We Do It?             @stonetemple             +Eric Enge               New...
New York | March 19–23, 2012 | #sesnyScenario 1: Article on Business Week              @stonetemple              +Eric Eng...
New York | March 19–23, 2012 | #sesnyBusiness Week Article in SERPs               @stonetemple               +Eric Enge   ...
New York | March 19–23, 2012 | #sesnyBusiness Week Article on the WSJ Site              @stonetemple              +Eric En...
New York | March 19–23, 2012 | #sesnyScenario 1 Summary•    Syndicate a Synopsis       •           Not the whole article• ...
New York | March 19–23, 2012 | #sesnyScenario 2: Syndication Case Study •     Syndicated tens of thousands of pages •     ...
New York | March 19–23, 2012 | #sesnyScenario 2 Solution                   rel=                   “canonical”  •      Prev...
New York | March 19–23, 2012 | #sesnyThe Site that took the Content?              @stonetemple              +Eric Enge    ...
New York | March 19–23, 2012 | #sesnySplit Content Development Team(s)                                          Content   ...
New York | March 19–23, 2012 | #sesnyWhat Does The Syndication Team Do?  •      Creates New Original Content  •      Based...
New York | March 19–23, 2012 | #sesnyExample          @stonetemple          +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesnyScenario 3 Summary•    Divide your writing efforts•    Create new original articles• ...
New York | March 19–23, 2012 | #sesnyRecap•    3 Major Syndication Options       •           Synopsize       •           R...
Psuedo-Duplicate Content       @stonetemple       +Eric Enge     New York | March 19–23
New York | March 19–23, 2012 | #sesny@stonetemple+Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny1st Mock SiteHere is some info on Frogs:Frogs are greenFrogs live in waterFrogs like ...
New York | March 19–23, 2012 | #sesny@stonetemple+Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny2nd Mock SiteFrogs are interesting creatures partly because  they are green. Many peo...
New York | March 19–23, 2012 | #sesny@stonetemple+Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny3rd Mock SiteWhile often confused with toads, frogs are not the same as toads. Here a...
New York | March 19–23, 2012 | #sesnyAngry User                                    Tell me                                ...
New York | March 19–23, 2012 | #sesnyMulti-Site Solutions•    Develop separate distinct content•    Have different focus f...
New York | March 19–23, 2012 | #sesnyThank You!    Eric Enge    eenge@stonetemple.com    @stonetemple    +Eric Enge    (50...
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Duplicate Content Presentation SES NY 2012

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My latest preso on strategies for safely syndicating content to 3rd party sites - how to do it while minimizing the risk of creating duplicate content in the process.

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Transcript of "Duplicate Content Presentation SES NY 2012"

  1. 1. New York | March 19–23, 2012 | #sesnySafe Syndication and Multi-Site IssuesSubtitle @stonetemple +Eric Enge New York | March 19–23
  2. 2. New York | March 19–23, 2012 | #sesnySyndication & Link Juice Global Crisis The crisis continues tand policymakers met Global CrisisThe discussions have lSome say that the imp The crisis continues t LinksBut if resolution does n and policymakers metIt would be reasonable The discussions have lThe consequences of w Some say that the impYour Article Their Site Your Site @stonetemple +Eric Enge New York | March 19–23
  3. 3. New York | March 19–23, 2012 | #sesnySyndicating Exact Copies = BADNYTimes.com Syndicate-NYTimes.com @stonetemple +Eric Enge New York | March 19–23
  4. 4. New York | March 19–23, 2012 | #sesnyThe GOOD • Many sites hungry for content • Providing quality content can: • Build your relationships with other publishers • Give you visibility to their audiences • Establish yourself as an expert • Net you links and social media mentions @stonetemple +Eric Enge New York | March 19–23
  5. 5. New York | March 19–23, 2012 | #sesnyThe Bad and the UglyThe BAD:•Search engines see duplicate content•Search Engines only want to show one copyThe UGLY:•They MAY show the original author•BUT, not ALWAYS•Don’t want to syndicate your content andthen not rank for it! @stonetemple +Eric Enge New York | March 19–23
  6. 6. New York | March 19–23, 2012 | #sesnySo How Do We Do It? @stonetemple +Eric Enge New York | March 19–23
  7. 7. New York | March 19–23, 2012 | #sesnyScenario 1: Article on Business Week @stonetemple +Eric Enge New York | March 19–23
  8. 8. New York | March 19–23, 2012 | #sesnyBusiness Week Article in SERPs @stonetemple +Eric Enge New York | March 19–23
  9. 9. New York | March 19–23, 2012 | #sesnyBusiness Week Article on the WSJ Site @stonetemple +Eric Enge New York | March 19–23
  10. 10. New York | March 19–23, 2012 | #sesnyScenario 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 • Power of their brand @stonetemple +Eric Enge New York | March 19–23
  11. 11. New York | March 19–23, 2012 | #sesnyScenario 2: Syndication Case Study • Syndicated tens of thousands of pages • Exact copies of content for a MAJOR media site • Sounds like major trouble, no? @stonetemple +Eric Enge New York | March 19–23
  12. 12. New York | March 19–23, 2012 | #sesnyScenario 2 Solution rel= “canonical” • Prevents dupe content problem • Still passes link juice • (Noindex will work too) @stonetemple +Eric Enge New York | March 19–23
  13. 13. New York | March 19–23, 2012 | #sesnyThe Site that took the Content? @stonetemple +Eric Enge New York | March 19–23
  14. 14. New York | March 19–23, 2012 | #sesnySplit Content Development Team(s) Content For Your Site Content For Other Sites @stonetemple +Eric Enge New York | March 19–23
  15. 15. New York | March 19–23, 2012 | #sesnyWhat 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 • Do not article spin! @stonetemple +Eric Enge New York | March 19–23
  16. 16. New York | March 19–23, 2012 | #sesnyExample @stonetemple +Eric Enge New York | March 19–23
  17. 17. New York | March 19–23, 2012 | #sesnyScenario 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!• AKA: Guest Posting @stonetemple +Eric Enge New York | March 19–23
  18. 18. New York | March 19–23, 2012 | #sesnyRecap• 3 Major Syndication Options • Synopsize • Rel=canonical • Create New Original Content• Don’t spew duplicate content all over the web• But these 3 options will @stonetemple +Eric Enge New York | March 19–23
  19. 19. Psuedo-Duplicate Content @stonetemple +Eric Enge New York | March 19–23
  20. 20. New York | March 19–23, 2012 | #sesny@stonetemple+Eric Enge New York | March 19–23
  21. 21. New York | March 19–23, 2012 | #sesny1st Mock SiteHere is some info on Frogs:Frogs are greenFrogs live in waterFrogs like to jumpFrogs are not toadsThanks for reading our article on frogs. @stonetemple 21 @stonetemple +Eric Enge New York | March 19–23
  22. 22. New York | March 19–23, 2012 | #sesny@stonetemple+Eric Enge New York | March 19–23
  23. 23. New York | March 19–23, 2012 | #sesny2nd Mock SiteFrogs are interesting creatures partly because they are green. Many people do not realize that they are not toads. Frogs like to jump and live in water. @stonetemple 23 @stonetemple +Eric Enge New York | March 19–23
  24. 24. New York | March 19–23, 2012 | #sesny@stonetemple+Eric Enge New York | March 19–23
  25. 25. New York | March 19–23, 2012 | #sesny3rd Mock SiteWhile often confused with toads, frogs are not the same as toads. Here are some key facts:Color: greenHabitat: WaterLocomotion: Jumping @stonetemple 25 @stonetemple +Eric Enge New York | March 19–23
  26. 26. New York | March 19–23, 2012 | #sesnyAngry User Tell me what frogs EAT! @stonetemple +Eric Enge New York | March 19–23
  27. 27. New York | March 19–23, 2012 | #sesnyMulti-Site Solutions• Develop separate distinct content• Have different focus for each site • Target audience: age, sex, preferences • Topical focus: cheap, premium, best, … • Content style: Academic Humor UGC Videos News @stonetemple +Eric Enge New York | March 19–23
  28. 28. New York | March 19–23, 2012 | #sesnyThank You! Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 485-7751 www.stonetemple.com For my Influencer Marketing Whitepaper, email me, or drop off a business card @stonetemple +Eric Enge New York | March 19–23
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