going deep with dupes. who am i? co-author of the art of seo president of stone temple consulting...
TRANSCRIPT
Going Deep with Dupes
Who Am I?
Co-author of The Art of SEOPresident of Stone Temple Consulting
20+ person SEO and PPC firmTrainer for Instant E-TrainingFounder of Web Site Publishing Companies
Publish web sites, grow them, then sell them2 significant exits so far
On Twitter: @stonetemple
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 aretwo of the key ones. Bring yourheadache 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
ShinglesThe 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 …
=
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 NoIndex 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 + SynonymsThe 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 …
=
Query Specific!
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
Picking the Winner
• PageRank• Trust / Authority• Recency• Original Author
• Original Author• Link Equity Score• Recency
2006- 2011 2011 (coming soon)
What About Panda?
2. Is this you?
Sameness
Do we reallyNeed 2.54MillionResults?
Filtering How to Make French Toast
Best Social Engagement
First article
Yet Another Article
Most Trusted Site
How should I adjust who shows up where?
Yet Another Article
Add Value
No, Really.I mean it!
Panda and Dupe Content
• Are different things!• Duplicate Content filters are designed to
remove non-unique content• Panda is meant to assess content quality
Thank You!
Eric [email protected]@stonetemple(508) 485-7751www.stonetemple.com For a One Sheet SEO Checklist, email me, or
drop off a business card