Duplicate Content SES San Francisco 2011
25
Going Deep with Dupes
description
Depp dive on duplicate content, the way search engines define it & detect it, and the basic solutions to the problem.
Transcript of Duplicate Content SES San Francisco 2011
Going Deep with Dupes
Who Am I?Co-author of The Art of SEOPresident of Stone Temple Consulting
20+ person SEO and PPC firmTrainer for Instant E-TrainingFounder of Web Site Publishing Companies
Publish web sites, grow them, then sell them2 significant exits so far
On Twitter: @stonetemple
Geek Out Alert!
@stonetemple
The Google Patents• Go to:
http://patft.uspto.gov/netahtml/PTO/srchnum.htm
• Then search on these numbers:– 6,615,209– 6,658,423
• Many other patents, but there are
two of the key ones. Bring your
headache meds
@stonetemple
I mean, serious meds
@stonetemple
Typical Web Page
LeftSidebar
Navigation
Top Navigation
Sidebar Navigation
RightSidebar
Navigation
Content Specific to This page
@stonetemple
Input to Dupe Content Algo
Content Specific to This page
@stonetemple
Example Site
@stonetemple
Manufacturer Supplied Text
@stonetemple
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
One Sort Order
@stonetemple
Versus Another
@stonetemple
Faceted Navigation
@stonetemple
Faceted Navigation Solutions
• Preferred = canonical tag– <link rel="canonical"
href="http://www.example.com/product.php?item=swedish-fish" />
– Source: http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html
• Backup is to NoIndex alternate sort orders.
@stonetemple
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
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
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
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
Picking the Winner
• PageRank• Trust / Authority• Recency• Original Author
• Original Author• Link Equity Score• Recency
2006- 2011 2011 (coming soon?)
@stonetemple
Soutionsny.com/ ny.com/?id=1234
@stonetemple
301 Redirectny.com/ ny.com/?id=1234
@stonetemple
<link rel="canonical" href="http://ny.com"/>
ny.com/ ny.com/?id=1234
@stonetemple
Tell the Search Engine to Ignore the Parameter
@stonetemple
Two Lesser Solutions • Noindex the duplicate page
– Keeps it out of the index– Still consumes crawl budget– Can pass link juice back to other pages
• Block crawling of dupes in robots.txt– May still be in the index– Saves crawl budget– Does NOT pass link juice back to other pages
@stonetemple
Thank You!
Eric Enge
@stonetemple
(508) 485-7751
www.stonetemple.com
For a One Sheet SEO Checklist, email me, or drop off a business card
