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Safely Syndicating Content

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Eric Enge
Eric Enge

The document discusses various strategies for syndicating content across multiple websites without causing duplicate content issues. It describes redirecting duplicate pages to a canonical version, using rel=canonical links, or having a separate content team write new original articles based on a site's expertise to syndicate out to other sites. The key is to either avoid duplicate copies or pass link juice back to the original version to avoid search engine penalties for duplicate content.

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Duplicate Content @stonetemple
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 @stonetemple
Problem ny.com/ ny.com/?id=1234 @stonetemple
301 Redirect ny.com/ ny.com/?id=1234 @stonetemple
redirect 301 /?id=1234 http://www.ny.com Eliminates Duplicate altogether Redirects link juice back to the canonical page Should change any links pointing to the dupe to point to the canonical page 301s do consume some juice @stonetemple
<link rel=&quot;canonical&quot; href=&quot;http://ny.com&quot;/> ny.com/ ny.com/?id=1234 @stonetemple
Rel=Canonical Summary Duplicate remains Redirects link juice back to the canonical page Does not save crawl budget It is only a suggestion to the search engine @stonetemple
Webmaster Tools Ignore Parameters @stonetemple
Ignore Parameter Summary Duplicate remains Redirects link juice back to the canonical page Does not save crawl budget It is only a suggestion to the search engine @stonetemple
<meta name=&quot;robots&quot; content=&quot;noindex&quot; /> ny.com/ syndny.com/?id=1234 @stonetemple
NoIndex Summary Keeps dupe out of the index Still consumes crawl budget Not an issue if on a 3 rd party site Can pass link juice back to other pages @stonetemple
Psuedo Dupes – Dupe Title Tags @stonetemple
More Duplicate Titles @stonetemple
What’s the Big Deal? Title tags are a powerful on page ranking factor Strong hint to search engines on what a page is about Duplicate title tags may cause a page to not rank much the same as an actual dupe page! @stonetemple
Syndication & Link Juice Global Crisis Global Crisis Your Web Site The crisis continues t and policymakers met The discussions have l Some say that the imp But if resolution does n Links It would be reasonable The consequences of w The crisis continues t and policymakers met The discussions have l Some say that the imp @stonetemple
Syndicating Exact Copies = BAD NYTimes.com Syndicate-NYTimes.com @stonetemple
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 @stonetemple
The Bad and the Ugly The BAD: Search engines see duplicate content Search Engines only want to show one copy The UGLY: They MAY show the original author BUT, not ALWAYS Don’t want to syndicate your content and then not rank for it! @stonetemple
So How Can We Do It? @stonetemple
Business Week Article @stonetemple
Article on Business Week @stonetemple
Google News Result @stonetemple
Article on the WSJ Site @stonetemple
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 @stonetemple
Content Syndication Case Study 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: Rel=canonical on the syndicated pages Prevents dupe content problem Still passes link juice @stonetemple
The Site that took the Content? @stonetemple
Content Development Team Content For Your Web Site @stonetemple
Content Development Team(s) Content For Your Site Content For Other Sites @stonetemple
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 @stonetemple
Example @stonetemple
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! @stonetemple
Recap 3 Major Syndication Options Synopsize Rel=canonical Create New Original Content Don’t spew duplicate content all over the web Won’t help you But these 3 options will @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 @stonetemple

More Related Content

Safely Syndicating Content

  • 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 @stonetemple
  • 4. 301 Redirect ny.com/ ny.com/?id=1234 @stonetemple
  • 5. redirect 301 /?id=1234 http://www.ny.com Eliminates Duplicate altogether Redirects link juice back to the canonical page Should change any links pointing to the dupe to point to the canonical page 301s do consume some juice @stonetemple
  • 7. Rel=Canonical Summary Duplicate remains Redirects link juice back to the canonical page Does not save crawl budget It is only a suggestion to the search engine @stonetemple
  • 8. Webmaster Tools Ignore Parameters @stonetemple
  • 9. Ignore Parameter Summary Duplicate remains Redirects link juice back to the canonical page Does not save crawl budget It is only a suggestion to the search engine @stonetemple
  • 10. <meta name=&quot;robots&quot; content=&quot;noindex&quot; /> ny.com/ syndny.com/?id=1234 @stonetemple
  • 11. NoIndex Summary Keeps dupe out of the index Still consumes crawl budget Not an issue if on a 3 rd party site Can pass link juice back to other pages @stonetemple
  • 12. Psuedo Dupes – Dupe Title Tags @stonetemple
  • 13. More Duplicate Titles @stonetemple
  • 14. What’s the Big Deal? Title tags are a powerful on page ranking factor Strong hint to search engines on what a page is about Duplicate title tags may cause a page to not rank much the same as an actual dupe page! @stonetemple
  • 15. Syndication & Link Juice Global Crisis Global Crisis Your Web Site The crisis continues t and policymakers met The discussions have l Some say that the imp But if resolution does n Links It would be reasonable The consequences of w The crisis continues t and policymakers met The discussions have l Some say that the imp @stonetemple
  • 16. Syndicating Exact Copies = BAD NYTimes.com Syndicate-NYTimes.com @stonetemple
  • 17. 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 @stonetemple
  • 18. The Bad and the Ugly The BAD: Search engines see duplicate content Search Engines only want to show one copy The UGLY: They MAY show the original author BUT, not ALWAYS Don’t want to syndicate your content and then not rank for it! @stonetemple
  • 19. So How Can We Do It? @stonetemple
  • 20. Business Week Article @stonetemple
  • 21. Article on Business Week @stonetemple
  • 22. Google News Result @stonetemple
  • 23. Article on the WSJ Site @stonetemple
  • 24. 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 @stonetemple
  • 25. Content Syndication Case Study 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: Rel=canonical on the syndicated pages Prevents dupe content problem Still passes link juice @stonetemple
  • 26. The Site that took the Content? @stonetemple
  • 27. Content Development Team Content For Your Web Site @stonetemple
  • 28. Content Development Team(s) Content For Your Site Content For Other Sites @stonetemple
  • 29. 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 @stonetemple
  • 31. 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! @stonetemple
  • 32. Recap 3 Major Syndication Options Synopsize Rel=canonical Create New Original Content Don’t spew duplicate content all over the web Won’t help you But these 3 options will @stonetemple
  • 33. 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 @stonetemple