My latest preso on strategies for safely syndicating content to 3rd party sites - how to do it while minimizing the risk of creating duplicate content in the process.

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