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SMX West 2012 - Duplication, Aggregation, Syndication, Affiliates, Scraping & Information Architecture

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Nick Roshon
Nick Roshon

My slides for the panel on Duplication & Aggregation considerations for SEO that was presented at SMX West 2012 in San Jose

TechnologyDesign
1 of 22
Duplication, Aggregation, Syndication, Affiliates, Scraping And Information Architecture It’s more fun than it sounds, I promise…
About iCrossing ,[object Object],[object Object],[object Object],[object Object]
MANAGING THOUSANDS OF PRODUCT PAGES IS TOUGH; MAKING THEM UNIQUE ISN’T
First: Why Bother? ,[object Object],[object Object],[object Object],The Fresh Prince of the SERPs
Ideal Solution: Write Your OWN Content ,[object Object],[object Object],[object Object],[object Object]
If that’s not possible, then drown out boilerplate text with unique content ** Example Pictured: http ://www.amazon.com/Plex-Google-Thinks-Works-Shapes/dp/1416596585 NOT BOILERPLATE NOT BOILERPLATE BOILERPLATE NOT BOILERPLATE SOME BOILERPLATE
Reviews ,[object Object],[object Object],[object Object],** Example Pictured: http://www.zagg.com/audio/smart-buds.php
Go Social ,[object Object],[object Object],[object Object],[object Object],[object Object],** Example Pictured: http://www.huffingtonpost.com/2012/02/17/avalanche-danger-in-color_n_1285495.html
Related Products ,[object Object],[object Object],[object Object],[object Object],[object Object],** Example Pictured: http ://www.walmart.com/ip/Acer-Mesh-Gray-15.6-Aspire-AS5349-2635-Laptop-PC-with-Intel-Celeron-B815-Processor-and-Windows-7-Home-Premium/19714381
Trust Builders ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],** Example Pictured: http://www.zappos.com/sperry-top-sider-authentic-original-ice?zlfid=111&recoName=zap_alp_pt_g
Photos, Videos & Other Assets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],** Example Pictured: http://www.goapr.com/products/stage3_b7_rs4.html
Template (Dynamic) Optimization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],** Example Pictured: http://electronics.hsn.com/beats-solo-hd-product-red-special-edition-headphones_p-6594459_xp.aspx
AVOIDING DUPLICATE URLS FOR PRODUCT PAGES
Advice #1: Don’t Do It ,[object Object],[object Object],[object Object],[object Object],** Example Pictured: http://shop.nordstrom.com/s/hart-schaffner-marx-madras-plaid-trousers/3271739?origin=category&resultback=1800
Advice #2: But If You Have To Do It… ,[object Object],[object Object],[object Object],[object Object],http://www.tirerack.com/brakes/brakes.jsp?make=StopTech&model=Street+Performance+Pads&group=Street+Performance+Pads &autoMake=Audi&autoModel=S4+Sedan&autoYear=2006&autoModClar=With+TPMS
Advice #3: Watch for Pagination ,[object Object],[object Object],[object Object],Hey Girl, I could look at your pages forever. ** More Info: http://googlewebmastercentral.blogspot.com/2011/09/pagination-with-relnext-and-relprev.html
GOING GLOBAL…
Don’t Do This “ Site Selector” splash pages are a waste of homepage link equity and create a poor user experience…especially on mobile.
Global Best Practices For Search Engines ,[object Object],[object Object],[object Object]
Global SEO - Continued ,[object Object],[object Object],[object Object],[object Object],** More Info: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=189077 Hey Girl, Your website speaks all the right languages.
Global SEO & UX ,[object Object],[object Object],[object Object],[object Object],[object Object],** Example Pictured: http://www.coca-cola.co.uk/
thank you. Nick Roshon SEO Strategist, iCrossing [email_address] @nickroshon +Nick Roshon NickRoshon.com iCrossing.com Special thanks to @dananotman for the Ryan Gosling infographics

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SMX West 2012 - Duplication, Aggregation, Syndication, Affiliates, Scraping & Information Architecture

  • 1. Duplication, Aggregation, Syndication, Affiliates, Scraping And Information Architecture It’s more fun than it sounds, I promise…
  • 2.
  • 3. MANAGING THOUSANDS OF PRODUCT PAGES IS TOUGH; MAKING THEM UNIQUE ISN’T
  • 4.
  • 5.
  • 6. If that’s not possible, then drown out boilerplate text with unique content ** Example Pictured: http ://www.amazon.com/Plex-Google-Thinks-Works-Shapes/dp/1416596585 NOT BOILERPLATE NOT BOILERPLATE BOILERPLATE NOT BOILERPLATE SOME BOILERPLATE
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. AVOIDING DUPLICATE URLS FOR PRODUCT PAGES
  • 14.
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  • 16.
  • 18. Don’t Do This “ Site Selector” splash pages are a waste of homepage link equity and create a poor user experience…especially on mobile.
  • 19.
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  • 21.
  • 22. thank you. Nick Roshon SEO Strategist, iCrossing [email_address] @nickroshon +Nick Roshon NickRoshon.com iCrossing.com Special thanks to @dananotman for the Ryan Gosling infographics

Editor's Notes

  1. Boilerplate content is inevitable – it’s free, it’s ready to publish, and often it’s even useful. Rather than try to avoid boilerplate/manufacturer product descriptions – embrace them, but augment them with your own content. TONS of it.