duplicate content slide deck from ses san francisco august 15, 2012
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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
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
Geek Out Alert!
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
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
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
I mean, serious meds
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
Typical Web Page
LeftSidebar
Navigation
Top Navigation
Sidebar Navigation
RightSidebar
Navigation
Content Specific to This page
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
Input to Dupe Content Algo
Content Specific to This page
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
Example Site
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
Manufacturer Supplied Text
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
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 …=
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
One Sort Order
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
Versus Another
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
Faceted Navigation
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
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.
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
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.
=
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
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.
=
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
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 …=
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
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!
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
Picking the Winner
PageRank Trust / Authority
Recency Original Author
Original Author Link Equity Score
Recency
2006- 2011 2011 (coming soon?)
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
Solutionsny.com/ ny.com/?id=1234
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
301 Redirectny.com/ ny.com/?id=1234
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
<link rel="canonical" href="http://ny.com"/>ny.com/ ny.com/?id=1234
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
Tell the Search Engine to Ignore the Parameter
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
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
San Francisco | August 13–17, 2012 | #sessf
@stonetemple / +Eric Enge
Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+ Eric Enge
(508) 485-7751
www.stonetemple.com
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