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
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
Typical Web Page Top Navigation Left Sidebar Navigation Right Sidebar Navigation Content Specific to This page Sidebar Navigation
Input to Dupe Content Algo Content Specific to This page
Shingles The quick brown fox … The obtuse orangutan… The obtuse orangutan… The altruistic alligator … = The eager electric eel … The quick brown fox … The altruistic alligator … The eager electric eel …
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.
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. =
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. =
Shingles + Synonyms The quick brown fox … The hard to understand orangutan… The obtuse orangutan… The well meaning alligator … = The eager electric eel … The fast brown fox … The altruistic alligator … The earnest electric eel …
Query Specific! Fruit Storage 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 … =
Picking the Winner 2006- 2011 2011 (coming soon) • PageRank • Trust / Authority • Recency • Original Author • Original Author • Link Equity Score • Recency
Sameness Do we really Need 2.54 Million Results?
Filtering How to Make French Toast How should I adjust who shows up where? First article Most Trusted Site Best Social Engagement Yet Another Article Yet Another Article
Add Value No, Really. I mean it!
Panda and Dupe Content • Are different things! • Duplicate Content filters are designed to remove non-unique content • Panda is meant to assess content quality
Thank You! Eric Enge email@example.com @stonetemple (508) 485-7751 www.stonetemple.com For a One Sheet SEO Checklist, email me, or drop off a business card