Duplicate Content - SES London


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A look at common causes of duplicate content on websites and how to address them.

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Duplicate Content - SES London

  1. London | 20–24 Feb, 2012 | #seslondonIdentifying, Removing & Preventing Duplicate Content @SamuelCrocker
  2. London | 20–24 Feb, 2012 | #seslondonIntroduction • Personally responsible for delivery for enterprise level clients in travel, retail/ecommerce, restaurants, entertainment, etc. • Dealt with some really large, really ugly sites suffering from a number of these issues @SamuelCrocker
  3. London | 20–24 Feb, 2012 | #seslondonBefore we begin… @SamuelCrocker
  4. London | 20–24 Feb, 2012 | #seslondonSingle Site Issues @SamuelCrocker
  5. London | 20–24 Feb, 2012 | #seslondon Old Architecture & Hoarders* @SamuelCrocker*The worst offenders
  6. London | 20–24 Feb, 2012 | #seslondonThe First Step is to Clean House @SamuelCrocker
  7. London | 20–24 Feb, 2012 | #seslondon Target Suspected Duplicate Content FirstKnown PropertiesUnknown Properties @SamuelCrocker
  8. London | 20–24 Feb, 2012 | #seslondon An Idealistic Approach* Identify Duplicate Content Step 1*In my experience a short-midterm “fix” only makes @SamuelCrockerthese issues worse and more expensive in the LT
  9. London | 20–24 Feb, 2012 | #seslondon Now The Most Critical Part… Identify Duplicate Create a sensible Content I/A Step 1 Step 2http://www.slideshare.net/a4uexpo/successful- @SamuelCrockerinformation-architecture-richard-baxter
  10. London | 20–24 Feb, 2012 | #seslondon Followed by the Delivery Part… Create mapping Identify duplicate Create a sensible and rewrite rules* Content I/A Step 1 Step 2 Step 3*You’re going to need a lot of time for this: which page @SamuelCrockercurrently ranks, which page converts better, etc.
  11. London | 20–24 Feb, 2012 | #seslondon Process is Important Create mapping Create a process Identify duplicate Create a sensible and STICK TO IT* and rewrite rules Content I/A Step 1 Step 2 Step 3 Step 4*obviously processes need to evolve, but don’t forget @SamuelCrockerhow quickly this can get out of control (again)
  12. London | 20–24 Feb, 2012 | #seslondon That’s Cool Sam, But In The Real World We Have Budgets“That’s true [client], but organic traffic already accounts for [x]% ofyour online revenue - and by my estimates, getting this problemsorted could save you [x]% in PPC spend, as well as £x per monthin link building - and contribute an additional [£X] in revenue... Itwould also greatly improve usability”“Just out of curiosity, how much money did you spend on TV and Display last year?” @SamuelCrocker
  13. London | 20–24 Feb, 2012 | #seslondon “Legacy” & Other Orphan Pages Ask for a full DB Dig through server Ask for a proper dump? logs? XML sitemap External Links? Yes No301 to most relevantpage, update links as Lower Priority possible @SamuelCrocker
  14. London | 20–24 Feb, 2012 | #seslondon PPC Landing PagesRel = canonical (ifactually duplicate)NOINDEX, FOLLOWalso possible if not @SamuelCrocker
  15. London | 20–24 Feb, 2012 | #seslondonTemplated Solutions @SamuelCrocker
  16. London | 20–24 Feb, 2012 | #seslondon Why Are You Doing it?PPC Landing Pages? Possible. Plausible. Not really. Debatable. @SamuelCrocker
  17. London | 20–24 Feb, 2012 | #seslondon Why Are You Doing it? SEO Benefit?*I’m not saying you can’t rank this way anymore, I’mjust saying you have to work a lot harder and it’s not a @SamuelCrockergreat user experience
  18. London | 20–24 Feb, 2012 | #seslondon What You Should Be DoingFocus on the high converting Focus on the high volume pages search queriesCreate (at a minimum) some Create (at a minimum) some unique content. unique content. And if you know you’re never going to have unique content for some pages – noindex. @SamuelCrocker
  19. London | 20–24 Feb, 2012 | #seslondonProduct Descriptions @SamuelCrocker
  20. London | 20–24 Feb, 2012 | #seslondon Product Descriptions – Big(ish) BudgetBig Budget•Hire loads of in-house copywriters•Outsource quality UNIQUE content•Email newsletters for reviews (UGC)•Incentives for reviews (UGC)•Video product reviews + transcripts •For every product •Video Sitemaps @SamuelCrocker
  21. London | 20–24 Feb, 2012 | #seslondon Product Descriptions – Smaller BudgetsSmaller Budget •Fiverr •Interns •UGC •Listen to Ralph @SamuelCrocker
  22. London | 20–24 Feb, 2012 | #seslondonProblems from Sites You Don’t Control @SamuelCrocker
  23. London | 20–24 Feb, 2012 | #seslondon Catch & Stop Your Competitors Scraping Your ContentNot Shady Options 1. Create a script to automatically set-up Google Alerts for the first couple sentences of everything you publish. 2. Snippet test your own content from time to time. 3. Use rel=canonical (if scraping entire source), infrequent. 4. Use rel=author on all internal links (can also be done in content) – makes more sense for bloggers. 5. Monitor server logs for traffic spikes and carefully block IPs 6. When all else fails, DMCA @SamuelCrocker
  24. London | 20–24 Feb, 2012 | #seslondonDealing with Relatively Innocent Image Theft Oh look, link targets! @SamuelCrocker
  25. London | 20–24 Feb, 2012 | #seslondonLess Innocent Image Theft/Hotlinking? @SamuelCrocker
  26. London | 20–24 Feb, 2012 | #seslondonMobile Sites @SamuelCrocker
  27. London | 20–24 Feb, 2012 | #seslondon The Single URL SEO CampChampions “Mobile copies of websites seem to me to be more likely to cause duplicate content issues, technical challenges, waste engineering resources and draw away attention from real mobile opportunities than to earn slightly higher rankings in mobile searches.” - Rand Fishkin, 2011 @SamuelCrocker
  28. London | 20–24 Feb, 2012 | #seslondon The Mobile Site Camp Champions “In my experience, duplicate content doesn’t apply to the mobile paradigm.” - Bryson Meunier, 2012 @SamuelCrockerSource: http://bit.ly/xwHmeW
  29. London | 20–24 Feb, 2012 | #seslondon A Mobile Specific Experience is Preferable • A mobile specific experience is *usually* preferable based on the data I have seen (conversions, rankings, keyword targeting, etc.). @SamuelCrockerSource: Morgan Stanley
  30. London | 20–24 Feb, 2012 | #seslondon BUT, a Separate Mobile Site Should Serve a Purpose Local monthly searches (mobile) Local monthly searches (desktop)Car hire 8100 90500Car rental 4400 33100 Desktop Mobile Car hire is 2.73x more Car hire is 1.8x more searched than car rental searched than car rental Focus on car hire. Target both terms on homepage.In which case duplicate content shouldn’t be an issue @SamuelCrockeranyhow.
  31. London | 20–24 Feb, 2012 | #seslondon You Can’t Ignore Mobile, But Use Resource Wisely• If you can achieve a better experience using style sheets and do not have the resource or need to target mobile users differently (with your content and/or UX) then a single URL solution will make your life easier. @SamuelCrocker
  32. London | 20–24 Feb, 2012 | #seslondonProblems With International/Multi-lingual Domains @SamuelCrocker
  33. London | 20–24 Feb, 2012 | #seslondon Translation & Other Issues from International Domains Bigger Budget•Localise – do not translate•Never machine translate•Be wary of your local market resources(check Wikipedia)•ccTLD’s for all markets (personalpreference)•Be very careful with your Geotargetingsettings in Webmaster tools•Unique servers/physical addreses(ideally) for each country @SamuelCrocker
  34. London | 20–24 Feb, 2012 | #seslondon Translation & Other Issues from International Domains Smaller Budget•Manual human translationpreferred, even if direct translation.•If you must auto-translate, blocknon-unique pages with Robots.txt•Make sure you try to adhere to onelanguage per URL•Hreflang: use with caution. •Perhaps most appropriate for GB and US situations. @SamuelCrocker
  35. London | 20–24 Feb, 2012 | #seslondonProblems from Controlling Multiple Similar Sites, in the same niche. @SamuelCrocker
  36. London | 20–24 Feb, 2012 | #seslondon Multiple Brands/Sites, Same Niche? Choose a brandvoice and stick to it.*It can be a hassle but tying this into everything @SamuelCrockeryou do can help ensure unique content.
  37. London | 20–24 Feb, 2012 | #seslondon Multiple Brands/Sites, Same Niche?Only speak to oneaudience at a time @SamuelCrocker
  38. London | 20–24 Feb, 2012 | #seslondon Multiple Brands/Sites, Same Niche? Prioritise and gowith what converts! @SamuelCrocker
  39. London | 20–24 Feb, 2012 | #seslondonRapid Fire Survival Tips: Questions You Should Constantly be Asking @SamuelCrocker
  40. London | 20–24 Feb, 2012 | #seslondon Why does this property exist?Who are we trying When do we want What terms tie into to target? to send users here? that user journey? @SamuelCrocker
  41. London | 20–24 Feb, 2012 | #seslondonWhy did we choose this page/focus? Support it with Know your strategy numbers. @SamuelCrocker
  42. London | 20–24 Feb, 2012 | #seslondon Why are we joining this new platform?What benefit do we What resource Where will this content What about problems on expect? would this require? come from? existing sites? @SamuelCrocker
  43. London | 20–24 Feb, 2012 | #seslondonFinally: Is it worth rocking the boat? @SamuelCrocker
  44. London | 20–24 Feb, 2012 | #seslondon Image Credits• Dolly - http://www.telegraph.co.uk/science/8169817/Dolly-the-Sheep-reborn-as-four-new-clones-created.html• Overwhelmed: http://comerecommended.com/blog/2011/09/13/dealing-with-feeling-overwhelmed-at-work/• Single- http://www.davidwygant.com/blog/being-single-means-no-bitching-allowed/7280/• Hoarding: http://coverlaydown.com/wp/wp-content/uploads/2011/08/messy.jpg• Clean Office: http://www.momoy.info/uploads/interior-design/June-09/syzygy-office-02.jpg• Pandshake: http://www.genzel.ca/wp-content/uploads/2012/02/Stephen-Harper-best-pm-ever.jpg• Two Camps: http://www.summarynewspaper.com/high-winds-hit-the-two-camps-on-mount-everest/1735.html• Sumo: http://www.quicksprout.com/images/littlebig.jpg• Scrapers: http://seomemes.com/post/6314149329/scrapers-gonna-scrape• Graffiti: http://raymondpward.typepad.com/newlegalwriter/2009/08/graffiti.html• Pick your battles: http://www.etsy.com/listing/62656583/pick-your-battles-red-8x10-screenprint @SamuelCrocker