Duplication, Aggregation, Syndication, Affiliates, Scraping and Information Architecture - iCrossing - SMX West 2012
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Duplication, Aggregation, Syndication, Affiliates, Scraping and Information Architecture - iCrossing - SMX West 2012



As presented by Nick Roshon, SEO Strategist, iCrossing, at SMX West on on Tuesday, Feb 28, 2012. ...

As presented by Nick Roshon, SEO Strategist, iCrossing, at SMX West on on Tuesday, Feb 28, 2012.

About the presentation:
We’ll sort through the bewildering world of near duplication due to issues such as manufacturer feeds into your site, syndication to other sites, international sites, aggregation of data sources, boilerplate content, and pagination. How can a well-planned information architecture minimize the search obstacles and how can you best handle unavoidable duplication to avoid PageRank dilution, being classified as “thin affiliate”, “thin content” or low quality site by search engines? What’s the best way to implement complex, paginated sites for effective indexing and ranking? We’ll talk through all the options, including rel=canonical, rel=next/prev, noindex, nofollow, faceted navigation, and URL parameters.



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Duplication, Aggregation, Syndication, Affiliates, Scraping and Information Architecture - iCrossing - SMX West 2012 Duplication, Aggregation, Syndication, Affiliates, Scraping and Information Architecture - iCrossing - SMX West 2012 Presentation Transcript

  • Duplication, Aggregation,Syndication, Affiliates, Scraping AndInformation ArchitectureIt’s more fun than it sounds, I promise…
  • About iCrossing • We are a unit of Hearst Corporation • Full-service digital agency • 750 professionals world-wide • 40+ Fortune 500 clientsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2
  • First: Why Bother? Query Deserves Freshness (QDF): stale product descriptions won’t cut it Query Deserves Diversity (QDD): be different or be invisible Beating the Competition: You can’t beat the competition by publishing the exact same content The Fresh Prince of the SERPsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
  • Ideal Solution: Write Your OWN Content • Using boilerplate language is lazy • Your website is one of, if not the most important piece of written content you own • Writing your own content can pay huge dividends in rankings & traffic • It’s also an opportunity to express your brand (think of Groupon, Woot.com, etc)COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
  • If that’s not possible, then drown out boilerplate text with unique content SOME BOILERPLATE BOILERPLATE NOT NOT BOILERPLATE BOILERPLATE NOT BOILERPLATE ** Example Pictured: http://www.amazon.com/Plex-Google-Thinks-Works-Shapes/dp/1416596585COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
  • Reviews • Reviews are a no-brainer to expand upon boilerplate content • Make sure they are displayed on the product page itself, and not in an iFrame or on a subdomain (especially if you use Bazaarvoice) • Highlight select ones in static text boxes (particularly if from notable users/internet celebrities) as testimonials ** Example Pictured: http://www.zagg.com/audio/smart-buds.phpCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
  • Go Social • Recent Tweets (Twitter search) • RSS of blog posts with related Category/Tag • Facebook Comments plug-in • Social sharing buttons • Forum or Q&A discussion ** Example Pictured: http://www.huffingtonpost.com/2012/02/17/avalanche-danger-in-color_n_1285495.htmlCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
  • Related Products • Customers Also Bought… • Accessories That Fit This Device Include… • Things You Might Also Be Interested In… • Other Products from This Brand… • Most Popular… ** Example Pictured: http://www.walmart.com/ip/Acer-Mesh-Gray-15.6-Aspire-AS5349-2635-Laptop-PC-with- Intel-Celeron-B815-Processor-and-Windows-7-Home-Premium/19714381COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
  • Trust Builders • Return policies • Why you should buy from us • About this brand • Coupons, discounts & bundles • Pricing policy (price-matching, etc.) • Nearest stores (if in-store pickup is available) • Email notifications (for discounts, in stock, etc.) ** Example Pictured: http://www.zappos.com/sperry-top-sider-authentic-original-ice?zlfid=111&recoName=zap_alp_pt_gCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
  • Photos, Videos & Other Assets • Images – high quality & unique – Crowd-source or out-source them if you can’t take your own… • Videos – huge potential for incremental traffic – Crowd-source or out-source them if you can’t shoot your own… • PDFs – owners manuals & other related documents – Technical documents – safety information, ingredients, performance stats, CAD drawings, etc. ** Example Pictured: http://www.goapr.com/products/stage3_b7_rs4.htmlCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
  • Template (Dynamic) Optimization • Unique(!) page titles: – Product Name | Category | YourName.com • H1, H2, H3 headers with product name in headings – iPhone Earbuds Product Details • Descriptive URLs • Images with file name & alt text = product name ** Example Pictured: http://electronics.hsn.com/beats-solo-hd-product-red-special-edition-headphones_p- 6594459_xp.aspxCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
  • Advice #1: Don’t Do It• One product = One URL – Different colors, sizes, etc. displayed on same URL – Dynamically refresh content to display different pricing info and images – Use drop downs & buttons to customize on page by size, color, etc. ** Example Pictured: http://shop.nordstrom.com/s/hart-schaffner-marx-madras-plaid- trousers/3271739?origin=category&resultback=1800COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
  • Advice #2: But If You Have To Do It… http://www.tirerack.com/brakes/brakes.jsp?make=StopTech&model=Street+Perfor mance+Pads&group=Street+Performance+Pads&autoMake=Audi&autoModel= S4+Sedan&autoYear=2006&autoModClar=With+TPMS • Use consistent parameters (or better yet, subfolders) so you can block via robots.txt & Webmaster Tools if desired – Example: Disallow &autoMake=* • Use the canonical tag • Add an HTML link to the canonical version of the page from the duplicate pageCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
  • Advice #3: Watch for Pagination • If you have too many products to list on one page, use rel=“next” and rel=“previous” • Also offer option “View All on One Page” if reasonable. Make this the default view for search Hey Girl, engines. • Can be used in conjunction with I could look at your rel=canonical pages forever. ** More Info: http://googlewebmastercentral.blogspot.com/2011/09/pagination-with-relnext-and-relprev.htmlCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
  • Don’t Do This “Site Selector” splash pages are a waste of homepage link equity and create a poor user experience…especially on mobile.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
  • Global Best Practices For Search Engines • Use a ccTLD, sub-folder, or sub-domain per country/language • Set Geo-targeting in Bing & Google Webmaster Tools • Do localized link buildingCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
  • Global SEO - Continued Use the “hreflang” tag to specify alternate versions of content Example: Hey Girl, <link rel=“alternate” hreflang=“es” href=“canonicalversion.com” /> Can be used in tandom with Your website rel=canonical but be careful & speaks all the follow Google guidelines right languages. ** More Info: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=189077COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
  • Global SEO & UX • Put the country name in your Page Title – Example: Product Name | Category Name | iCrossing Spain • Include the country name in the header or footer of your site’s template – Bonus Points: country-specific phone number & address in site template • Spell things “incorrectly” for the Brits and Canucks (e.g. product catalogue) ** Example Pictured: http://www.coca-cola.co.uk/COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
  • Nick Roshon thank SEO Strategist, iCrossing Nicholas.Roshon@icrossing.com you. @nickroshon +Nick Roshon NickRoshon.com iCrossing.com Special thanks to @dananotman for the Ryan Gosling infographicsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22