1. Going Deep with Dupes

2. 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

3. Geek Out Alert!

4. The Google Patents Go to: http://patft.uspto.gov/netahtml/PTO/srchnu m.htm http://patft.uspto.gov/netahtml/PTO/srchnu m.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

5. I mean, serious meds

6. Typical Web Page Left Sidebar Navigation Top Navigation Sidebar Navigation Right Sidebar Navigation Content Specific to This page

7. Input to Dupe Content Algo Content Specific to This page

8. Example Site

9. Manufacturer Supplied Text

10. Shingles The quick brown fox … The obtuse orangutan… The eager electric eel … The altruistic alligator … The quick brown fox … The obtuse orangutan… The eager electric eel … The altruistic alligator … =

11. One Sort Order

12. Versus Another

13. Faceted Navigation

14. Faceted Navigation Solutions Preferred = canonical tag – – Source: http://googlewebmastercentral.blogspot.com/200 9/02/specify-your-canonical.html http://googlewebmastercentral.blogspot.com/200 9/02/specify-your-canonical.html Backup is to NoIndex alternate sort orders.

15. 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. =

16. 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. =

17. Shingles + Synonyms The quick brown fox … The obtuse orangutan… The eager electric eel … The altruistic alligator … The fast brown fox … The hard to understand orangutan… The earnest electric eel … The well meaning alligator … =

18. Query Specific! 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 … = Fruit Storage

19. Picking the Winner PageRank Trust / Authority Recency Original Author Link Equity Score Recency 2006- 20112011 (coming soon)

20. What About Panda?

21. 2. Is this you?

22. Sameness Do we really Need 2.54 Million Results?

23. Filtering How to Make French Toast Best Social Engagement First article Yet Another Article Most Trusted Site How should I adjust who shows up where? Yet Another Article

24. Add Value No, Really. I mean it!

25. Panda and Dupe Content Are different things! Duplicate Content filters are designed to remove non-unique content Panda is meant to assess content quality

26. Thank You! Eric Enge eenge@stonetemple.com @stonetemple (508) 485-7751 www.stonetemple.com For a One Sheet SEO Checklist, email me, or drop off a business card