Search Engine Strategies New York 2009 Syndication and Duplicate Content

Syndication & Link Juice 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

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 Link 2 Link 3 NoIndex Illustrated SE Index SE Robot NO

The Site that took the Content?

Scenario 3

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

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

Contact Information Eric Enge President (508)