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Search Engine Strategies New York 2009
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Transcript of Search Engine Strategies New York 2009
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Search Engine StrategiesNew York 2009
Syndication and Duplicate Content
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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
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Syndicating Exact Copies = BAD
NYTimes.com Syndicate-NYTimes.com
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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
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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!
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So How Can We Do It?
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Scenario 1
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Business Week Article - Yahoo
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Business Week Article – Live Search
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Business Week Article - Google
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Article on Business Week
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Google News Result
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Article on the WSJ Site
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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
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Scenario 2
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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
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Link 1 YES
YES
YES
YES
Link 2
Link 3
NoIndex Illustrated
SE Index
SE Robot
NO
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The Site that took the Content?
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Scenario 3
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Content Development Team
Content ForYour Web Site
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Content Development Team(s)
ContentFor
Your Site
ContentFor Other
Sites
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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
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Example Source Site
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First Example
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Second Example
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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!
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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