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New York | March 19–23, 2012 | #sesny




Safe Syndication and Multi-Site Issues
Subtitle




            @stonetemple
            +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny



Syndication & Link Juice
   Global Crisis
   The crisis continues t
and policymakers met             Global Crisis
The discussions have l
Some say that the imp          The crisis continues t           Links
But if resolution does n       and policymakers met
It would be reasonable         The discussions have l
The consequences of w          Some say that the imp

Your Article                    Their Site
                                                                  Your
                                                                  Site


                            @stonetemple
                            +Eric Enge                   New York | March 19–23
New York | March 19–23, 2012 | #sesny



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




            @stonetemple
            +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




The GOOD
 •
     Many sites hungry for content
 •
     Providing quality content can:
        •
            Build your relationships with other
            publishers
        •
            Give you visibility to their
            audiences
        •
            Establish yourself as an expert
        •
            Net you links and social media
            mentions
                       @stonetemple
                       +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




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
               +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




So How Do We Do It?




             @stonetemple
             +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny



Scenario 1: Article on Business Week




              @stonetemple
              +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




Business Week Article in SERPs




               @stonetemple
               +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny



Business Week Article on the WSJ Site




              @stonetemple
              +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




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
       •
           Power of their brand


                     @stonetemple
                     +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




Scenario 2: Syndication Case Study
 •
     Syndicated tens of thousands of pages
 •
     Exact copies of content for a MAJOR media site
 •
     Sounds like major trouble, no?




                    @stonetemple
                    +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




Scenario 2 Solution


                   rel=
                   “canonical”


  •
      Prevents dupe content problem
  •
      Still passes link juice
  •
      (Noindex will work too)

                   @stonetemple
                   +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny



The Site that took the Content?




              @stonetemple
              +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




Split Content Development Team(s)




                                          Content
                                            For
                                          Your Site

               Content
              For Other
                Sites
              @stonetemple
              +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




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
         •
             Do not article spin!
                         @stonetemple
                         +Eric Enge                 New York | March 19–23
New York | March 19–23, 2012 | #sesny



Example




          @stonetemple
          +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




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!
•
    AKA: Guest Posting



                 @stonetemple
                 +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny



Recap
•
    3 Major Syndication Options
       •
           Synopsize
       •
           Rel=canonical
       •
           Create New Original Content
•
    Don’t spew duplicate content all over the
    web
•
    But these 3 options will

                   @stonetemple
                   +Eric Enge               New York | March 19–23
Psuedo-Duplicate Content




       @stonetemple
       +Eric Enge     New York | March 19–23
New York | March 19–23, 2012 | #sesny




@stonetemple
+Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny



1st Mock Site
Here is some info on Frogs:

Frogs are green
Frogs live in water
Frogs like to jump
Frogs are not toads

Thanks for reading our article on frogs.

                  @stonetemple
                                 21              @stonetemple
                  +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




@stonetemple
+Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny



2nd Mock Site
Frogs are interesting creatures partly because
  they are green. Many people do not realize
  that they are not toads. Frogs like to jump
  and live in water.




                 @stonetemple
                                23              @stonetemple
                 +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




@stonetemple
+Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny



3rd Mock Site
While often confused with toads, frogs are not
 the same as toads. Here are some key facts:

Color: green
Habitat: Water
Locomotion: Jumping



                 @stonetemple
                                25              @stonetemple
                 +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




Angry User

                                    Tell me
                                    what frogs
                                    EAT!




             @stonetemple
             +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




Multi-Site Solutions
•
    Develop separate distinct content
•
    Have different focus for each site
       •
           Target audience: age, sex, preferences
       •
           Topical focus: cheap, premium, best, …
       •
           Content style:
             Academic
             Humor
             UGC
             Videos
             News
                    @stonetemple
                    +Eric Enge               New York | March 19–23
New York | March 19–23, 2012 | #sesny




Thank You!
    Eric Enge
    eenge@stonetemple.com
    @stonetemple
    +Eric Enge
    (508) 485-7751
    www.stonetemple.com

    For my Influencer Marketing
      Whitepaper, email me, or drop
      off a business card

               @stonetemple
               +Eric Enge               New York | March 19–23

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Duplicate Content Presentation SES NY 2012

  • 1. New York | March 19–23, 2012 | #sesny Safe Syndication and Multi-Site Issues Subtitle @stonetemple +Eric Enge New York | March 19–23
  • 2. New York | March 19–23, 2012 | #sesny Syndication & Link Juice Global Crisis The crisis continues t and policymakers met Global Crisis The discussions have l Some say that the imp The crisis continues t Links But if resolution does n and policymakers met It would be reasonable The discussions have l The consequences of w Some say that the imp Your Article Their Site Your Site @stonetemple +Eric Enge New York | March 19–23
  • 3. New York | March 19–23, 2012 | #sesny Syndicating Exact Copies = BAD NYTimes.com Syndicate-NYTimes.com @stonetemple +Eric Enge New York | March 19–23
  • 4. New York | March 19–23, 2012 | #sesny The GOOD • Many sites hungry for content • Providing quality content can: • Build your relationships with other publishers • Give you visibility to their audiences • Establish yourself as an expert • Net you links and social media mentions @stonetemple +Eric Enge New York | March 19–23
  • 5. New York | March 19–23, 2012 | #sesny 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 +Eric Enge New York | March 19–23
  • 6. New York | March 19–23, 2012 | #sesny So How Do We Do It? @stonetemple +Eric Enge New York | March 19–23
  • 7. New York | March 19–23, 2012 | #sesny Scenario 1: Article on Business Week @stonetemple +Eric Enge New York | March 19–23
  • 8. New York | March 19–23, 2012 | #sesny Business Week Article in SERPs @stonetemple +Eric Enge New York | March 19–23
  • 9. New York | March 19–23, 2012 | #sesny Business Week Article on the WSJ Site @stonetemple +Eric Enge New York | March 19–23
  • 10. New York | March 19–23, 2012 | #sesny 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 • Power of their brand @stonetemple +Eric Enge New York | March 19–23
  • 11. New York | March 19–23, 2012 | #sesny Scenario 2: Syndication Case Study • Syndicated tens of thousands of pages • Exact copies of content for a MAJOR media site • Sounds like major trouble, no? @stonetemple +Eric Enge New York | March 19–23
  • 12. New York | March 19–23, 2012 | #sesny Scenario 2 Solution rel= “canonical” • Prevents dupe content problem • Still passes link juice • (Noindex will work too) @stonetemple +Eric Enge New York | March 19–23
  • 13. New York | March 19–23, 2012 | #sesny The Site that took the Content? @stonetemple +Eric Enge New York | March 19–23
  • 14. New York | March 19–23, 2012 | #sesny Split Content Development Team(s) Content For Your Site Content For Other Sites @stonetemple +Eric Enge New York | March 19–23
  • 15. New York | March 19–23, 2012 | #sesny 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 • Do not article spin! @stonetemple +Eric Enge New York | March 19–23
  • 16. New York | March 19–23, 2012 | #sesny Example @stonetemple +Eric Enge New York | March 19–23
  • 17. New York | March 19–23, 2012 | #sesny 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! • AKA: Guest Posting @stonetemple +Eric Enge New York | March 19–23
  • 18. New York | March 19–23, 2012 | #sesny Recap • 3 Major Syndication Options • Synopsize • Rel=canonical • Create New Original Content • Don’t spew duplicate content all over the web • But these 3 options will @stonetemple +Eric Enge New York | March 19–23
  • 19. Psuedo-Duplicate Content @stonetemple +Eric Enge New York | March 19–23
  • 20. New York | March 19–23, 2012 | #sesny @stonetemple +Eric Enge New York | March 19–23
  • 21. New York | March 19–23, 2012 | #sesny 1st Mock Site Here is some info on Frogs: Frogs are green Frogs live in water Frogs like to jump Frogs are not toads Thanks for reading our article on frogs. @stonetemple 21 @stonetemple +Eric Enge New York | March 19–23
  • 22. New York | March 19–23, 2012 | #sesny @stonetemple +Eric Enge New York | March 19–23
  • 23. New York | March 19–23, 2012 | #sesny 2nd Mock Site Frogs are interesting creatures partly because they are green. Many people do not realize that they are not toads. Frogs like to jump and live in water. @stonetemple 23 @stonetemple +Eric Enge New York | March 19–23
  • 24. New York | March 19–23, 2012 | #sesny @stonetemple +Eric Enge New York | March 19–23
  • 25. New York | March 19–23, 2012 | #sesny 3rd Mock Site While often confused with toads, frogs are not the same as toads. Here are some key facts: Color: green Habitat: Water Locomotion: Jumping @stonetemple 25 @stonetemple +Eric Enge New York | March 19–23
  • 26. New York | March 19–23, 2012 | #sesny Angry User Tell me what frogs EAT! @stonetemple +Eric Enge New York | March 19–23
  • 27. New York | March 19–23, 2012 | #sesny Multi-Site Solutions • Develop separate distinct content • Have different focus for each site • Target audience: age, sex, preferences • Topical focus: cheap, premium, best, … • Content style: Academic Humor UGC Videos News @stonetemple +Eric Enge New York | March 19–23
  • 28. New York | March 19–23, 2012 | #sesny Thank You! Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 485-7751 www.stonetemple.com For my Influencer Marketing Whitepaper, email me, or drop off a business card @stonetemple +Eric Enge New York | March 19–23