1. Search Engine Strategies New York 2009 Syndication and Duplicate Content

2. 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

3. Syndicating Exact Copies = BAD NYTimes.com Syndicate-NYTimes.com

4. 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

5. 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!

6. So How Can We Do It?

7. Scenario 1

8. Business Week Article - Yahoo

9. Business Week Article – Live Search

10. Business Week Article - Google

11. Article on Business Week

12. Google News Result

13. Article on the WSJ Site

14. 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

15. Scenario 2

16. 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

17. Link 1 YES Link 2 Link 3 NoIndex Illustrated SE Index SE Robot NO

18. The Site that took the Content?

19. Scenario 3

20. Content Development Team Content For Your Web Site

21. Content Development Team(s) Content For Your Site Content For Other Sites

22. 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

23. Example Source Site

24. First Example

25. Second Example

26. 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!

27. 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

28. Contact Information Eric Enge President eenge@stonetemple.com (508) 485-7751