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Duplicate Content SES San Francisco 2011

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Eric Enge
Eric Enge

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

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Going Deep with Dupes
Who Am I? Co-author of The Art of SEO President of Stone Temple Consulting 20+ person SEO and PPC firm Trainer for Instant E-Training Founder of Web Site Publishing Companies Publish web sites, grow them, then sell them 2 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 Left Sidebar Navigation Top Navigation Sidebar Navigation Right Sidebar 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=&quot;canonical&quot; href=&quot;http://www.example.com/product.php?item=swedish-fish&quot; /> 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
Soutions ny.com/ ny.com/?id=1234 @stonetemple
301 Redirect ny.com/ ny.com/?id=1234 @stonetemple
<link rel=&quot;canonical&quot; href=&quot;http://ny.com&quot;/> 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 [email_address] @stonetemple (508) 485-7751 www.stonetemple.com For a One Sheet SEO Checklist, email me, or drop off a business card

More Related Content

Duplicate Content SES San Francisco 2011

  • 2. Who Am I? Co-author of The Art of SEO President of Stone Temple Consulting 20+ person SEO and PPC firm Trainer for Instant E-Training Founder of Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far On Twitter: @stonetemple
  • 3. Geek Out Alert! @stonetemple
  • 4. 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
  • 5. I mean, serious meds @stonetemple
  • 6. Typical Web Page Left Sidebar Navigation Top Navigation Sidebar Navigation Right Sidebar Navigation Content Specific to This page @stonetemple
  • 7. Input to Dupe Content Algo Content Specific to This page @stonetemple
  • 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. One Sort Order @stonetemple
  • 14. Faceted Navigation Solutions Preferred = canonical tag <link rel=&quot;canonical&quot; href=&quot;http://www.example.com/product.php?item=swedish-fish&quot; /> Source: http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html Backup is to NoIndex alternate sort orders. @stonetemple
  • 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. 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. 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. 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. Picking the Winner PageRank Trust / Authority Recency Original Author Original Author Link Equity Score Recency 2006- 2011 2011 (coming soon?) @stonetemple
  • 21. 301 Redirect ny.com/ ny.com/?id=1234 @stonetemple
  • 23. Tell the Search Engine to Ignore the Parameter @stonetemple
  • 24. 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
  • 25. Thank You! Eric Enge [email_address] @stonetemple (508) 485-7751 www.stonetemple.com For a One Sheet SEO Checklist, email me, or drop off a business card