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