prepare for panda 2013: how to destroy all your duplicate content
DESCRIPTION
Art Enke hosts a webinar for Vertical Measures on how to find and destroy duplicate content that hurts your SEO. Learn more: http://www.verticalmeasures.com/webinars/prepare-for-panda-2013-how-to-destroy-all-your-duplicate-content/TRANSCRIPT
PRESENTER: ART ENKE
Images via All Scale Trek
@artenke @verticalmeasure
2011 Model
2012 Model
2013 Model?
How to Destroy ALL Your Duplicate Content
Preparing for Panda 2013
Images via All Scale Trek
@artenke @verticalmeasure
2011 Model
2012 Model
2013 Model?
How to Destroy ALL Your Duplicate Content
Preparing for Panda 2013
Images via All Scale Trek
@artenke @verticalmeasure
2011 Model
2012 Model
2013 Model?
How to Destroy ALL Your Duplicate Content
Preparing for Panda 2013
Google Panda
Panda Rolls Out, Feb. 24, 2011 (11.8% of queries; announced; English in US only)Panda Update 2, April 11, 2011 (2% of queries; announced; rolled out in English internationally)Panda Update 3, May 10, 2011 (no change given; confirmed, not announced)Panda Update 4, June 16, 2011 (no change given; confirmed, not announced)Panda Update 5, July 23, 2011 (no change given; confirmed, not announced)Panda Update 6, Aug. 12, 2011 (6-9% of queries in many non-English languages; announced)Panda Update 7, Sept. 28, 2011 (no change given; confirmed, not announced)Panda Update 8, Oct. 19, 2011 (about 2% of queries; belatedly confirmed)Panda Update 9, Nov. 18, 2011: (less than 1% of queries; announced)Panda Update 10, Jan. 18, 2012 (no change given; confirmed, not announced)Panda Update 11, Feb. 27, 2012 (no change given; announced)Panda Update 12, March 23, 2012 (about 1.6% of queries impacted; announced)Panda Update 13, April 19, 2012 (no change given; belatedly revealed)Panda Update 14, April 27, 2012: (no change given; confirmed; first update within days of another)Panda Update 15, June 9, 2012: (1% of queries; belatedly announced)Panda Update 16, June 25, 2012: (about 1% of queries; announced)Panda Update 17, July 24, 2012:(about 1% of queries; announced)Panda Update 18, Aug. 20, 2012: (about 1% of queries; belatedly announced)Panda Update 19, Sept. 18, 2012: (less than 0.7% of queries; announced)Panda Update 20 , Sep. 27, 2012 (2.4% English queries, impacted, belatedly announcedPanda Update 21, Nov. 5, 2012 (1.1% of English-language queries in US; 0.4% worldwide)Panda Update 22, Nov. 21, 2012 (0.8% of English queries were affected; 0.4% worldwide)Panda Update 23, Dec 21, 2012 (1.3% of English queries affected; called the “refresh”)Panda Update 24, Jan 22, 2013 (First update of 2013, 1.2% of queries affected)Panda Update 25, Mar 15 or 18 (???)
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Quick Panda Kung Fu Lesson
• Machine learning algorithm, scaled from human quality raters
• 24 updates since 2011• Site-wide penalty
• Duplicate• Thin• Template
Image via SEO Our Site
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Why is Removing Duplicate Content Important?
@artenke @verticalmeasure
Because Panda is a site-wide penalty, not a page penalty!
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Image via Searchmetrics
Google has said publicly that even if you have a great site, low quality pages can drag down the rest of your site and you should take them down.
@artenke @verticalmeasure
Duplicate Content can Cause:1) Supplemental index results2) Crawl limits3) A bloated index
Supplemental Index
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Why is Removing Duplicate Content Important?
@artenke @verticalmeasure
Crawl Limits
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Why is Removing Duplicate Content Important?
What is Duplicate Content?
@artenke @verticalmeasure
Replicated Text, Images, Video, Code, URLs, etc.
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
This used to be cool.
What is Duplicate Content?
@artenke @verticalmeasure
Replicated Text, Images, Video, Code, URLs, etc.
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Not any more: Bloated Index
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Why doesn’t Google likeduplicate content?
What is Duplicate Content?
@artenke @verticalmeasure
Distinct NOT Distinct
Your website should look like this
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Your website should NOT look like this
What is Duplicate Content?
@artenke @verticalmeasure
Distinct NOT Distinct
Your website should look like this
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Your website should NOT look like this
What is Duplicate Content?
@artenke @verticalmeasure
Distinct NOT Distinct
Your website should look like this
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Your website should NOT look like this
What Does Dup. Content Look Like?
@artenke @verticalmeasure
• Replicated Text• Replicated Images• Replicated URLs
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
What Does Dup. Content Look Like?
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
{
What Does Dup. Content Look Like?
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
{
http://www.verticalmeasures.com/blog/
What Does Dup. Content Look Like?
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
{
http://www.verticalmeasures.com/content-marketing-2/content-marketing-for-small-business/
What Does Dup. Content Look Like?
@artenke @verticalmeasure
• Replicated Text• Replicated Images• Replicated URLs
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
What Does Dup. Content Look Like?
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
check_box.gif330 x 280
new-keyword.jpg300 x 250
What Does Dup. Content Look Like?
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
#1 in Organic >>Google SERPs
What Does Dup. Content Look Like?
@artenke @verticalmeasure
• Replicated Text• Replicated Images• Replicated URLs
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
What Does Dup. Content Look Like?
@artenke @verticalmeasure
Replicated URLs = Duplicate
Titles & Content
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
http://example.com/whois_index/32http://example.com/whois_index/38http://example.com/whois_index/20http://example.com/whois_index/9http://example.com/whois_index/5
What Does Dup. Content Look Like?
@artenke @verticalmeasure
Replicated URLs = Duplicate
Titles & Content
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
What Does Dup. Content Look Like?
@artenke @verticalmeasure
Replicated URLs = Duplicate
Titles & Content
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
How to Destroy Duplicate URLs
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
1) Keyword Map2) Start Crawling3) Robots.txt4) Meta Robots5) Rel=Canonical6) 404 Removal7) 301 Redirect
“Every minute you spend keyword mapping saves a bunch of time in execution and helps you keep your sanity.”
– Art Enke
Keyword Map
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Top Pages (URLs) Primary Keyword(s)
Secondary Keyword(s)
Meta Title Meta Description
http://www.bikes.com bikes bike accessories meta title meta desc.
http://www.bikes.com/mountain mountain bikes off road bikes meta title meta desc.
http://www.example.com/brand brand bikes new brand bikes meta title meta desc.
Keyword Map
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
How to Destroy Duplicate URLs
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
1) Keyword Map2) Start Crawling3) Robots.txt4) Meta Robots5) Rel=Canonical6) 404 Removal7) 301 Redirect
Disclaimer: Proceed carefully when attempting to de-index URLs/pages.
Seriously, you don’t want to de-index your
entire site
How to Destroy Duplicate URLs
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
SEOmoz
How to Destroy Duplicate URLs
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
SEOmoz
How to Destroy Duplicate URLs
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
How to Destroy Duplicate URLs
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
`
How to Destroy Duplicate URLs
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Robots.txt
Great for staging (dev) sites
1) Keyword Map2) Start Crawling3) Robots.txt4) Meta Robots5) Rel=Canonical6) 404 Removal7) 301 Redirect
How to Destroy Duplicate URLs
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Meta Robots
3 Choices
1) Keyword Map2) Start Crawling3) Robots.txt4) Meta Robots5) Rel=Canonical6) 404 Removal7) 301 Redirect
How to Destroy Duplicate URLs
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Rel=Canonical
Great for Product
Categories
1) Keyword Map2) Start Crawling3) Robots.txt4) Meta Robots5) Rel=Canonical6) 404 Removal7) 301 Redirect
Rel=“Canonical”
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Rel=“Canonical”
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
http://www.sportsauthority.com/mens/running-shoes.jsp
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Rel=“Canonical”
How to Destroy Duplicate URLs
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
404 RemovalManually remove pages then return a 404 error
1) Keyword Map2) Start Crawling3) Robots.txt4) Meta Robots5) Rel=Canonical6) 404 Removal7) 301 Redirect
How to Destroy Duplicate URLs
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
301 RedirectGood option if the duplicate page has a canonical tag in place and page has existing backlinks and traffic.
1) Keyword Map2) Start Crawling3) Robots.txt4) Meta Robots5) Rel=Canonical6) 404 Removal7) 301 Redirect
How to Destroy Duplicate URLs
@artenke @verticalmeasure
Prepare for Panda 2013: How to Destroy ALL Your Duplicate Content
Last Resort: URL Parameters
Questions?
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