Download - Duplicate Content slide deck from SES San Francisco August 15, 2012

San Francisco| August 13–17

Duplicate ContentDefinition & Solutions

Eric EngeStone Temple ConsultingCEO

San Francisco | August 13–17, 2012 | #sessf

@stonetemple / +Eric Enge

Who Am I?

Co-author: The Art of SEO President: Stone Temple Consulting

25+ person SEO and PPC firm Trainer: Instant E-Training

Twitter: @stonetemple Google Plus: +Eric Enge



Geek Out Alert!



The Google Patents

Go to: http://patft.uspto.gov/netahtml/PTO/srchnum.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



I mean, serious meds



Typical Web Page

LeftSidebar

Navigation

Top Navigation

Sidebar Navigation

RightSidebar

Navigation

Content Specific to This page



Input to Dupe Content Algo

Content Specific to This page



Example Site



Manufacturer Supplied Text



Shingles

The quick brown fox …

The obtuse orangutan…

The eager electric eel …

The altruistic alligator …




The altruistic alligator …=



One Sort Order



Versus Another



Faceted Navigation



Faceted Navigation Solutions

Preferred = canonical tag– <link rel="canonical" href="http://www.example.com/product.php?

item=swedish-fish" />

– Source: http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html

Backup is to No Index alternate sort orders.



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.

=



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.

=



Shingles + Synonyms




The altruistic alligator …

The fast brown fox …

The hard to understand orangutan…

The earnest electric eel …

The well meaning alligator …=



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

Query Specific!



Picking the Winner

PageRank Trust / Authority

Recency Original Author

Original Author Link Equity Score

Recency

2006- 2011 2011 (coming soon?)



Solutionsny.com/ ny.com/?id=1234



301 Redirectny.com/ ny.com/?id=1234



Tell the Search Engine to Ignore the Parameter



Two Lesser Solutions No index the duplicate page

– Keeps it out of the index

– Still consumes crawl budget

– Can pass link juice back to other pages

Block crawling of dupes in robots.txt– May still be in the index

– Saves crawl budget

– Does NOT pass link juice back to other pages



Thank You!

Eric Enge

[email protected]

@stonetemple

+ Eric Enge

(508) 485-7751

www.stonetemple.com