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Duplicate Content SES San Francisco 2011

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Depp dive on duplicate content, the way search engines define it & detect it, and the basic solutions to the problem.

Published in: Business, Technology, Design
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Duplicate Content SES San Francisco 2011

  1. 1. Going Deep with Dupes
  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>
  3. 3. Geek Out Alert! @stonetemple
  4. 4. The Google Patents <ul><li>Go to: http://patft.uspto.gov/netahtml/PTO/srchnum.htm </li></ul><ul><li>Then search on these numbers: </li></ul><ul><ul><li>6,615,209 </li></ul></ul><ul><ul><li>6,658,423 </li></ul></ul><ul><li>Many other patents, but there are </li></ul><ul><li>two of the key ones. Bring your </li></ul><ul><li>headache meds </li></ul>@stonetemple
  5. 5. I mean, serious meds @stonetemple
  6. 6. Typical Web Page Left Sidebar Navigation Top Navigation Sidebar Navigation Right Sidebar Navigation Content Specific to This page @stonetemple
  7. 7. Input to Dupe Content Algo Content Specific to This page @stonetemple
  8. 8. Example Site @stonetemple
  9. 9. Manufacturer Supplied Text @stonetemple
  10. 10. Shingles The quick brown fox … The obtuse orangutan… The eager electric eel … The altruistic alligator … The quick brown fox … The obtuse orangutan… The eager electric eel … The altruistic alligator … = @stonetemple
  11. 11. One Sort Order @stonetemple
  12. 12. Versus Another @stonetemple
  13. 13. Faceted Navigation @stonetemple
  14. 14. Faceted Navigation Solutions <ul><li>Preferred = canonical tag </li></ul><ul><ul><li><link rel=&quot;canonical&quot; href=&quot;http://www.example.com/product.php?item=swedish-fish&quot; /> </li></ul></ul><ul><ul><li>Source: http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html </li></ul></ul><ul><li>Backup is to NoIndex alternate sort orders. </li></ul>@stonetemple
  15. 15. Simple Database Substitution Boston is a great place to live. Boston is the largest city in Massachusetts . I like Boston because the people are so friendly. New York is a great place to live. New York is the largest city in New York state . I like New York because the people are so friendly. = @stonetemple
  16. 16. Simple Synonym Substitution Boston is a great place to live. Boston is the largest city in Massachusetts. I like Boston because the people are so friendly . Boston is a wonderful place to live. Boston is the biggest city in Massachusetts. I like Boston because the people are so nice . = @stonetemple
  17. 17. Shingles + Synonyms The quick brown fox … The obtuse orangutan… The eager electric eel … The altruistic alligator … The fast brown fox … The hard to understand orangutan… The earnest electric eel … The well meaning alligator … = @stonetemple
  18. 18. Query Specific! Winter is part of nature’s way of … Storing fruit in Tupperware with proper air ventilation … Kardassian filters are often used for … Frodo Baggins is such a loveable … In the Taming of the Shrew, the … Storing fruit in Tupperware with proper air ventilation … = Fruit Storage @stonetemple
  19. 19. Picking the Winner <ul><li>PageRank </li></ul><ul><li>Trust / Authority </li></ul><ul><li>Recency </li></ul><ul><li>Original Author </li></ul><ul><li>Original Author </li></ul><ul><li>Link Equity Score </li></ul><ul><li>Recency </li></ul>2006- 2011 2011 (coming soon?) @stonetemple
  20. 20. Soutions ny.com/ ny.com/?id=1234 @stonetemple
  21. 21. 301 Redirect ny.com/ ny.com/?id=1234 @stonetemple
  22. 22. <link rel=&quot;canonical&quot; href=&quot;http://ny.com&quot;/> ny.com/ ny.com/?id=1234 @stonetemple
  23. 23. Tell the Search Engine to Ignore the Parameter @stonetemple
  24. 24. Two Lesser Solutions <ul><li>Noindex the duplicate page </li></ul><ul><ul><li>Keeps it out of the index </li></ul></ul><ul><ul><li>Still consumes crawl budget </li></ul></ul><ul><ul><li>Can pass link juice back to other pages </li></ul></ul><ul><li>Block crawling of dupes in robots.txt </li></ul><ul><ul><li>May still be in the index </li></ul></ul><ul><ul><li>Saves crawl budget </li></ul></ul><ul><ul><li>Does NOT pass link juice back to other pages </li></ul></ul>@stonetemple
  25. 25. 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>

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