Search Engine StrategiesNew York 2009 Syndication and Duplicate Content
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
Syndicating Exact Copies = BAD Syndicate-NYTimes.com 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!
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
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
NoIndex Illustrated YES Link 1 YES Link 2 YES SE Robot Link 3 YES NO SE Index
Content Development Team Content For Your Web Site
Content Development Team(s) Content For Your Site Content For 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
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
Contact Information Eric Enge President firstname.lastname@example.org (508) 485-7751