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Search Engine Strategies New York 2009

Search Engine Strategies New York 2009

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Search Engine Strategies New York 2009

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  1. Search Engine StrategiesNew York 2009 Syndication and Duplicate Content

  2. Syndication & Link Juice Global Crisis The crisis continues t Global Crisis and policymakers met The discussions have l Links Some say that the imp The crisis continues t But if resolution does n and policymakers met It would be reasonable The discussions have l The consequences of w Some say that the imp Your Web Site

  3. Syndicating Exact Copies = BAD Syndicate-NYTimes.com NYTimes.com

  4. 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

  5. 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!

  6. So How Can We Do It?

  7. Scenario 1

  8. Business Week Article - Yahoo

  9. Business Week Article – Live Search

  10. Business Week Article - Google

  11. Article on Business Week

  12. Google News Result

  13. Article on the WSJ Site

  14. 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

  15. Scenario 2

  16. 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

  17. NoIndex Illustrated YES Link 1 YES Link 2 YES SE Robot Link 3 YES NO SE Index

  18. The Site that took the Content?

  19. Scenario 3

  20. Content Development Team Content For Your Web Site

  21. Content Development Team(s) Content For Your Site Content For Other Sites

  22. 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

  23. Example Source Site

  24. First Example

  25. Second Example

  26. 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!

  27. 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

  28. Contact Information Eric Enge President eenge@stonetemple.com (508) 485-7751