Search Engine StrategiesNew York 2009

Syndication and Duplicate Content

Syndication & Link JuiceGlobal Crisis

Global Crisis

YourWeb Site

The crisis continues tand policymakers metThe discussions have lSome say that the impBut if resolution does n

LinksIt would be reasonableThe consequences of w

The crisis continues tand policymakers metThe discussions have lSome say that the imp

Syndicating Exact Copies = BAD

NYTimes.com Syndicate-NYTimes.com

The GOOD

• Great way to get links• Great way to get visibility• Lots of web sites starved for quality content• Establish yourself as an expert

The Bad and the Ugly

• The BAD:– Search engines see duplicate content– Search Engines only want to show one copy

• The UGLY:– They USUALLY show the original author– BUT, not ALWAYS– Don’t want to syndicate your content and then not

rank for it!

So How Can We Do It?

Scenario 1

Business Week Article - Yahoo

Business Week Article – Live Search

Business Week Article - Google

Article on Business Week

Google News Result

Article on the WSJ Site

Scenario 1 Summary

• Syndicate a Synopsis– Not the whole article

• Works only if your content is authoritative• Other sites add value though context

– Social elements– Compilations with other content

Scenario 2

Content Syndication Example• Syndicated tens of thousands of pages• Exact copies of content for a major media site• To a PageRank 9 site• Sounds like major trouble, no?• SOLUTION:

– NoIndex the syndicated pages– Prevents dupe content problem– Still passes link juice

Link 1 YES

YES

YES

YES

Link 2

Link 3

NoIndex Illustrated

SE Index

SE Robot

NO

The Site that took the Content?

Scenario 3

Content Development Team

Content ForYour Web Site

Content Development Team(s)

ContentFor

Your Site

ContentFor Other

Sites

What Does The Syndication Team Do?

• Creates New Original Content• Based on Your Existing Knowledge and

Expertise• Adapts it for use on the site receiving it• Content MUST bring real added value

– If you try to distribute crap, quality sites won’t take it

Example Source Site

First Example

Second Example

Scenario 3 Summary

• Divide your writing efforts• Create new original articles• Publish some of them on your own site• Syndicate the rest to third parties• And, watch the link juice flow!

Recap

• 3 Major Options– Synopsize– NoIndex– Create New Original Content

• Don’t spew duplicate content all over the web• Won’t help you• But these 3 options will

Contact Information

Eric EngePresidenteenge@stonetemple.com(508) 485-7751