SES Chicago panelists advise on dealing with duplicate content

Share this article:

Panelists at SES Chicago's "Duplicate Content" session gave tips on how to avoid penalties for duplicate content - cases where identical homepages have different URLs or different links to several URLs for one Web site.

Anne Kennedy, managing partner at Portland, ME-based search engine optimization firm Beyond Ink, said content duplication is a problem because it violates Google Web Master Guidelines. Yahoo also does not want multiple sites offering the same content.

"Don't confuse the spider," Ms. Kennedy said. "Choose one canonical domain and link all internal pages on the site to it. Exclude landing pages for tracking from search engines using robots.txt. Use 301 redirects to point all your domains to a single site."

Search engines look to content properties, linkage properties, content evolution, host name resolution and shingle comparison to determine duplicate content, said Shari Thurow, Webmaster and marketing director at Grantastic Designs Inc., Carpentersville, IL.

"Be proactive - if you know that your content management system is delivering duplicate content, use the robot's exclusion protocol and 301 redirects," Ms Thurow said.

Use Web analytics software and other tools to determine the pages that have the highest conversion rates, she said. And don't exploit the search engines.

Mikkel deMib Svendsen, creative director at Denmark's RedZoneGlobal, addressed technical duplicate issues.

Some common technical duplicate issues are with and without www, session IDs, URL rewriting, many-to-one problems in forum and breadcrumb navigation.

If your breadcrumb navigation is reflected in your URLs, you may have a dilemma, Mr. Svendsen said. Pages should only have one location. Store user navigation paths in a cookie.

"Remember, there are infinite ways to create multiple URLs to a single page," Mr. Svendsen said. "Whatever you do, don't leave it to the engines to deal with."

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

How Amazon Ads Might Change the Game

How Amazon Ads Might Change the Game

Will the Great Recommender introduce "pretargeting" to the menu? Is it destined to become the King of Conversion? Or will its ad business simply settle in between Google's and Facebook's?

Less Than Half of Marketers Say the C-Suite "Gets" Digital

Less Than Half of Marketers Say the C-Suite ...

The long road to digital marketing leadership starts with organizational alignment, a study finds.

Candidates Hook Into Twitter

Candidates Hook Into Twitter

A digital agency for politicians puts the power of presidential electioneering into the hands of Congressional campaigns.