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How to Unleash The Power of Unique Content


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Join Eleni as she takes you through her radical approach to unique content placement. This talk will give you the tools to take control of your in-house strategy, as well as harnessing and optimising the power of your unique content to drive organic traffic growth.

Published in: Marketing
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How to Unleash The Power of Unique Content

  1. 1. Eleni Cashell Hotcourses Group UK Editor Logo here @elenicashell
  2. 2. Anyone can do this Anyone can do this
  3. 3. What on earth is duplicated content?
  4. 4. 29% of the internet is duplicated content
  5. 5. Blocks of content within or across domains that completely match or are similar
  6. 6. “The lowest rating is appropriate if all or almost all of the main content on the page is copied with little or no time, effort, expertise, manual curation, or added value for users.” Google Search Quality Evaluator Guidelines March 2017
  7. 7. “Such pages should be rated lowest, even if the page assigns credit for the content to another source.” Google Search Quality Evaluator Guidelines March 2017
  8. 8. It’s confusing It’s confusing
  9. 9. Which version to include/exclude from indices?
  10. 10. Should they direct the link metrics?
  11. 11. Which version to rank?
  12. 12. Unique content is king
  13. 13. John Mueller, Google Adding synonyms and related words is…. “probably more counter productive”
  14. 14. Your Clients
  15. 15. Press Releases
  16. 16. Product Descriptions
  17. 17. Freelancers
  18. 18. Google Search Console
  19. 19.
  20. 20. Search Operators
  21. 21. Don’t create it in the first place
  22. 22. Redirect to the canonical URL
  23. 23. Add canonical link to duplicate page
  24. 24. Pick the primary canonical url and use cross-domain canonical link elements problems/#duplicate-content-seo-best-practice
  25. 25. Cleaning up your content
  26. 26. Find the troublemakers
  27. 27. Assemble your team
  28. 28. Who does it affect?
  29. 29. Who does it affect?
  30. 30. It won’t work unless you tell them
  31. 31. “We are outraged that we need to change it at all”
  32. 32. “The client is unhappy with the changes being made and the lack of control they now have”
  33. 33. “Just copy and paste our text, what’s so hard about that?”
  34. 34. “We won’t advertise with you ever again”
  35. 35. Write clear guidelines and circulate them
  36. 36. Provide a deadline for the writers to submit alternative content Explain what happens after this date
  37. 37. Set clear rules about what they can and can’t do and why Make it clear that it will benefit them
  38. 38. List the content
  39. 39. What step you’re on
  40. 40. It’s live!
  41. 41. qX8u6AyJVlvxpK2pc1SQYMhnd0M/edit#gid=0
  42. 42. Have a template For this
  43. 43. It’s a good USP
  44. 44. Keep an eye on traffic
  45. 45. Failure can (initially)be an option
  46. 46. 51% increase on entrances
  47. 47. 107% increase on entrances
  48. 48. Have regular team chats
  49. 49. Maintain conistency when linking internally Maintain consistency when linking internally
  50. 50. Find duplicated content
  51. 51. Assemble the team
  52. 52. Form your game plan
  53. 53. Create guidelines
  54. 54. Tell clients / agencies
  55. 55. Create a shared doc
  56. 56. Promote it
  57. 57. Keep an eye on traffic
  58. 58. Evolve it
  59. 59. www.hobo- content-problems/
  60. 60. duplicate-content
  61. 61. “Just to say we thought the copy was spectacular, with rich content and it gives a real credibility. We love it… “We thought the copy was spectacular. It gives a real credibility. We love it…”
  62. 62. “Just to say we thought the copy was spectacular, with rich content and it gives a real credibility. We love it… Can we just add one thing to it though?....