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May 27, 2008
Duplicate Content Vs. Syndication
By Scott Goodyear
Should you syndicate your site's web content? If you were to start a new business you might not have a brand name that consumers and web searchers recognize. Even if you've been out in the market for years, maybe your local search market recognizes you, but a larger audience would not. In this post, I want to show you a quick example of duplicated content, how it's not necessarily penalized, and why it can be a smart move to syndicate your content.
Head to an engine like Google and type in "International SEO", I know, you are probably tired of this search, but watch this...
One page that is listed in the first page of a Google search, is this one:
searchengineland.com/080422-132417.php (Number 9 as of 5/22/08, number 6 in ranking as of 5/27/08).
If you strip away all of the Search Engine Land navigation, advertising, and social media widgets, what is left? What is 90% of the page's actual information comprised of? An image and a text blurb about the image. This image actually. Or is it this image?
This SEL post is a guest spot by the SEO firm Elliance.com. Let me say up front that I love Elliance's Infographics series! I really like how they have things boiled down to an understandable chunk of information. Even so... Go back to Google and click several pages deep and look for Elliance related listings. If you are using WebPosition 3 or 4 Pro, try this mission. You'll find that elliance.com is listed in Google but as of today they have rankings in 62 and 78 respectively for International SEO on these two pages:
http://searchengineoptimization.elliance.com/search-marketing-services/international-search.aspx
http://searchengineoptimization.elliance.com/search-marketing-resources/seo-infographics.aspx?title=International-SEO-Tips
Something to learn here... Not all online marketing is about optimizing your site or getting your site to the top ranking. Some times there are others sites that -can- and will rank for highly competitive phrases, and it might be better to have those sites rank with your info while you work on your own rankings. By doing this, you may be able to get a new audience to learn about your site or services.
Where it not for Search Engine Land and that fact that Elliance's content is regularly syndicated there, I may never have heard of Elliance. Additionally, Elliance may not have gotten exposure and links from this blog but also from many other blogs and SEO news sites that enjoy the infographics series at SEL and Elliance's site.
If archive.org is any indicator, Elliance has been around for quite some time... but in a world full of marketing firms online and offline, you can't really know them all. Even interesting and helpful sites like Elliance some times get lost in the shuffle of amazing to mediocre sites but syndication with the right sites can be helpful.
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