Safely Syndicating Content
-
Upload
eric-enge -
Category
Technology
-
view
1.402 -
download
2
description
Transcript of Safely Syndicating Content
![Page 1: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/1.jpg)
Duplicate Content
@stonetemple
![Page 2: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/2.jpg)
Who Am I?
Co-author of The Art of SEOPresident of Stone Temple Consulting
20+ person SEO and PPC firmTrainer for Instant E-TrainingFounder of Web Site Publishing Companies
Publish web sites, grow them, then sell them2 significant exits so far
On Twitter: @stonetemple
@stonetemple
![Page 3: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/3.jpg)
Problemny.com/ ny.com/?id=1234
@stonetemple
![Page 4: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/4.jpg)
301 Redirectny.com/ ny.com/?id=1234
@stonetemple
![Page 5: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/5.jpg)
redirect 301 /?id=1234 http://www.ny.com
• Eliminates Duplicate altogether
• Redirects link juice back to the canonical page
• Should change any links pointing to the dupe to point to the canonical page– 301s do consume some juice
@stonetemple
![Page 6: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/6.jpg)
<link rel="canonical" href="http://ny.com"/>ny.com/ ny.com/?id=1234
@stonetemple
![Page 7: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/7.jpg)
Rel=Canonical Summary
• Duplicate remains
• Redirects link juice back to the canonical page
• Does not save crawl budget
• It is only a suggestion to the search engine
@stonetemple
![Page 8: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/8.jpg)
Webmaster Tools Ignore Parameters
@stonetemple
![Page 9: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/9.jpg)
Ignore Parameter Summary
• Duplicate remains
• Redirects link juice back to the canonical page
• Does not save crawl budget
• It is only a suggestion to the search engine
@stonetemple
![Page 10: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/10.jpg)
<meta name="robots" content="noindex" />ny.com/ syndny.com/?id=1234
@stonetemple
![Page 11: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/11.jpg)
NoIndex Summary
• Keeps dupe out of the index
• Still consumes crawl budget– Not an issue if on a 3rd party site
• Can pass link juice back to other pages
@stonetemple
![Page 12: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/12.jpg)
Psuedo Dupes – Dupe Title Tags
@stonetemple
![Page 13: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/13.jpg)
More Duplicate Titles
@stonetemple
![Page 14: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/14.jpg)
What’s the Big Deal?
• Title tags are a powerful on page ranking factor• Strong hint to search engines on what a page is about• Duplicate title tags may cause a page to not rank much the same as an actual dupe page!
@stonetemple
![Page 15: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/15.jpg)
Syndication & Link Juice
Global 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
@stonetemple
![Page 16: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/16.jpg)
Syndicating Exact Copies = BAD
NYTimes.com Syndicate-NYTimes.com
@stonetemple
![Page 17: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/17.jpg)
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
@stonetemple
![Page 18: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/18.jpg)
The Bad and the Ugly
• The BAD:– Search engines see duplicate content– Search Engines only want to show one copy
• The UGLY:– They MAY show the original author– BUT, not ALWAYS– Don’t want to syndicate your content and
then not rank for it!
@stonetemple
![Page 19: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/19.jpg)
So How Can We Do It?
@stonetemple
![Page 20: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/20.jpg)
Business Week Article
@stonetemple
![Page 21: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/21.jpg)
Article on Business Week
@stonetemple
![Page 22: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/22.jpg)
Google News Result
@stonetemple
![Page 23: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/23.jpg)
Article on the WSJ Site
@stonetemple
![Page 24: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/24.jpg)
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
@stonetemple
![Page 25: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/25.jpg)
Content Syndication Case Study
• 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:
– Rel=canonical on the syndicated pages– Prevents dupe content problem– Still passes link juice
@stonetemple
![Page 26: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/26.jpg)
The Site that took the Content?
@stonetemple
![Page 27: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/27.jpg)
Content Development Team
Content ForYour Web Site
@stonetemple
![Page 28: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/28.jpg)
Content Development Team(s)
ContentFor
Your Site
ContentFor Other
Sites@stonetemple
![Page 29: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/29.jpg)
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
@stonetemple
![Page 30: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/30.jpg)
Example
@stonetemple
![Page 31: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/31.jpg)
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!
@stonetemple
![Page 32: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/32.jpg)
Recap
• 3 Major Syndication Options– Synopsize– Rel=canonical– Create New Original Content
• Don’t spew duplicate content all over the web
• Won’t help you• But these 3 options will
@stonetemple
![Page 33: Safely Syndicating Content](https://reader036.fdocuments.in/reader036/viewer/2022081518/554d0d2fb4c905d4568b4e0d/html5/thumbnails/33.jpg)
Thank You!
Eric Enge
@stonetemple
(508) 485-7751
www.stonetemple.com
For a One Sheet SEO Checklist, email me, or drop off a business card
@stonetemple