@katemorris DUPLICATE CONTENT THE BIGGEST DIGITAL THREAT PRESENTED BY: KATE MORRIS
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@katemorris
DUPLICATE CONTENTTHE BIGGEST DIGITAL THREAT
PRESENTED BY: KATE MORRIS
@katemorris
ABOUT ME13 years in searchSpeaker at over 25 eventsCountless audits from small ecommerce to Staples
@katemorris
EVERY SITE, BIG OR SMALL, HAS HAD A DUPLICATE CONTENT PROBLEM OR WILL
HAVE ONE IN THE FUTURE.
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DUPLICATE CONTENT IS NOT A PENALTY
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THREAT: CRAWL TIME
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THREAT: CONTENT PERFORMANCE
Duplicate Content Identified in September
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@katemorris
WHAT IS DUPLICATE CONTENT?
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EXACT COPIES
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SIMILAR FOCUS FOR SEARCHER INTENT
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SIMILAR FOCUS FOR SEARCHER INTENT
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CAUSES OF DUPLICATE CONTENTMost Common
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SCALING AND AUTOMATED CONTENT
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http://www.nytimes.com/2011/11/03/business/economy/fed-holds-rates-and-strategy-steady.html?_r=1&hp=&pagewanted=print
PARAMETERS
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TAG/CATEGORY BLOG PAGES
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(SUB)DOMAIN ISSUES (+HTTPS)
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HOMEPAGES
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SEARCH PAGES
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INTERNATIONAL
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IDENTIFICATION
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REGULAR SITE CRAWLS
http://www.slideshare.net/outspokenmedia/kate-morris-site-crawling
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TRACK INDEXATION
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TRACK RANKING
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STANDARD FIXES
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301 REDIRECT AND LINK EDITINGIf the content in question has no reason to exist, 301 redirect and change any internal links.
If there are external links, attempt to have them changed.
Best For:• Homepages• HTTPS• Real
Duplicates
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CANONICAL
Use intelligently and sparingly. A canonical tag is a suggestion to search engines, not a command.
Pages are still crawled and might be indexed.
Best For:• Parameters• Scaled or
Automated Content
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REL NEXT PREV
Use when there is pagination rather than a canonical as it sends the signal what the other pages are in relation to the main page.
Best For:• Product
Listings• Blog
Archives
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ROBOTS.TXT DISALLOW AND NOINDEXUse when there is a better page for searchers but the page still needs to be in the site navigation for users to access.
You can noindex and disallow in the robots.txt file to stop crawling and get the URL out of the index.
Best For:• Search
results• Tags vs
Category
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