Posted by Eric Enge
Intro from Rebecca: Eric Enge is a guest blogger for SEOmoz. His posts primarily focus on link building, but he has tackled other topics as well. He has previously written about the role of outbound links, various ways to pursue links, the role of directories in link building, Google's Ajax APIs, and how he doesn't buy links. Today he'll be shifting gears a bit and will be talking about duplicate content. Enjoy!
Conventional wisdom among experienced SEOs is that there is no such thing as a duplicate content penalty. In general principle, this notion is true, but there are exceptions to this rule. In other words, duplicate content penalties do exist for certain scenarios, and that is what we are going to discuss in this post.
Once again, the conventional wisdom is almost always right. Here it is:
So fundamentally, what search engines implement is a filter. So far so good. Now let's talk about the consequences:
While some SEOs may debate some of the specifics above, I think that the general structure will meet with agreement across most SEOs. So, now let's talk about a couple of problems around the edge of this model.
Problem Numero Uno
It's that last bullet in the list of consequences. For example, on your site you may have a bunch of product pages, and also offer print versions of those pages. The search engine might just pick the print page as the one to show in its results. This does happen at times, and it can happen even if the print page has lower link juice and will rank less well then the main product page.
I saw this with a recent client. The fix was to nofollow links to the print pages and no noindex those pages as well. Once this was implemented, everything improved significantly for them.
Strictly speaking, no penalty was in fact assessed. However, picking a lower ranking version of the page to show sure felt like a penalty.
A second version of this can occur when you syndicate content to 3rd parties. The problem is that the search engine may boot your copy of the article out of the results in favor of the version in use by the person re-publishing your article. This also does happen. The best fix I know for this, other than noindexing the copy of the article that your partner is using, is to have them implement a link back to the original source page on your site. Search engines nearly always interpret this correctly, and emphasize your version of the content when you do that.
Once again, perhaps no penalty was assessed, but it still sure feels like one.
The above examples are not actual penalties, but for all practical purposes have the same impact as a penalty - lower rankings for your pages. But there are scenarios where an actual penalty can occur.
I worked on one site that was aggregating content from many sources (from thousands of sites). More than 60% of the pages on the site contained content that could be found on those other sites. The value add of the site was in the unique categorization and organization of the content, and in the value-added information about each of the sources.
The site did very, very well for many years. But then the bottom fell out of the whole thing. Traffic dove to less than 20% of its highest levels. The great majority of pages were in the supplementals (back when these were still visible) and even ranked below pages on sites that had duplicated the content from them. The business was fundamentally in ruins.
We were able to rehabilitate the site and get it to about half its original traffic levels. The only thing we did was significantly reduce the amount of duplicate content. By getting it to these lower levels, we apparently got it below a threshold that made Google like the site again.
We do have scenarios where the way that the search engines select which version of a particular article to show is, for all intents and purposes, a penalty. While the search engine people I have spoken to would not call that a penalty, to a publisher it is. Regardless of what you call it, these are scenarios you need to avoid because they hurt your site.
In addition, real duplicate content penalties do exist. The scenario may need to be extreme, but it can, and does, happen.
Posted by Danny Dover
About two weeks ago Rand and Scott posted a Whiteboard Friday explaining how to get an SEO job. I think it is a great resource for SEOs who already have a lot of experience, but what about those who don’t? How are the inexperienced supposed to get their first job at an internet technology company? The following is how I did it.
Subject: Quick InquiryNote: Rand said contact him later. It was Gillian who said yes and eventually gave me this job ;-p
Dear Ms. Muessig,
Thank you for taking the time to read this. My name is Danny Dover and I have done a lot of research on your company and I am very interested in getting involved.
I see you and your company as the leading resource for SEO and Internet education. I am writing you this letter because I want to know how I can help change the face of the Internet with you and your colleagues. How can I become involved with SEOmoz? Any opportunity you could grant me including an internship, mentorship or even a discussion over coffee would be intensely appreciated and beneficial to my continued education.
Similar to your co-founder Mr. Fishkin once was, I am a student at the University of Washington and I am an avid web developer and entrepreneur.
Although I am very happy to be at the UW, I have reached an academic wall. I have taken all of the university's Internet related and web development classes. Unfortunately, the UW has chosen to dedicate most of its resources to computer science and has failed to grasp the increasing importance of the Internet.
I have met with advisers, professors and department heads and they all agree that the UW is dangerously lacking focus on the Internet but say that the knowledge required to teach classes is not available.
I believe you and your company have the required knowledge. I would love the opportunity to try to benefit your company and add to my education. I appreciate you taking the time to read and consider this.
Thank You,
Danny Dover
Resume and referrals available upon request.

Posted by randfish
Yes, whiny title writer, you most certainly do. Check out this piece from the AP on PapaJohns.com:The nation's third-largest pizza delivery chain trumpeted the $1 billion milestone Wednesday, noting that its U.S. online sales have been growing at an average clip of more than 50 percent per year. In 2001, the chain's online sales totaled $20.4 million. Last year, its online sales approached $400 million.
Papa John's said more than 20 percent of its sales come from online or through text messaging, an option it introduced last year. The company said text sales are meeting expectations, but it didn't provide specifics.
Freitas said online business is driving higher overall sales at his more than 50 Washington-area stores. Online orders account for about half of overall sales at a couple of his restaurants, he said.
"I knew it would be a big part of our business, but this has blown my expectations away, and I think it's even going to go higher," Freitas said.
While the demographics of pizza-delivery-addicts may skew slightly to the younger, online-obsessed population, this is a fairly good signal that even the most mainstream parts of the American consumer market are finding value in using the web. Why? In this particular instance, my answer would be "usability."
Let's walk through the standard, offline, phone-based process of ordering pizza:
We've all done this for years, and to be honest, it's not a hard process. In fact, it's actually possible that the expression "as easy as ordering pizza" could exist.
But, just to be fair, let's take a tour of that same process on the web (using visual examples from Papa John's site):

The homepage is there to sell me on stuff, but it's nice that they have a link to a whole page with all their specials - that's always a struggle to understand properly over the phone and you sometimes wonder if you're getting the best deal available.

Admittedly, it's a nuisance to put in your address before you see the menu, but on the plus side, you can find out what menu is available (and whether delivery is available) in your area. I'm guessing they change the pricing a bit depending on region, but you're not really losing anything over the old pick-up-the-phone method, so it's forgivable.

Having the menu online is actually remarkably more convenient. Not only can Papa John's upsell you on some of their specialty pizzas, you can actually peruse the entire menu at your leisure, along with prices and descriptions (and even photos) - something that would be nearly impossible offline.

This is where the online system really shines - the create-your-own-pizza form. This is the part that never gets done right over the phone, but with the web system, you can craft it exactly right and be sure that the pizza maker is seeing the order the way you want it. There's still the possibility for human error, but it's gone way, way down. Plus, it's great to have your web order available so if you do get the wrong pizza, you can reject it, pay less, or get it for free.

Confirmation and checkout are pretty much exactly what you'd expect - the nice part is that you can review your choices, make changes, and get things right where you want them before sending in the order. This part of the phone conversation happens fast in the normal ordering process, and crafting selection to your exact budget and party size can be challenging.
Now I can hear you say - yeah, Rand, we get it. Ordering pizza online has a lot of benefits over calling up and ordering over the phone. And yes, lots of people are using this service. But what the heck does it have to do with SEO?
The short answer is that this is one of the clearest illustrations I've seen of a completely normal, easy offline process becoming even easier and better with help from the web. It's also a phenomenal success story for the company that pioneered it. The big takeaway here is that no matter the offline process - from restaurant menus to contract approvals to renting office space or hiring a plumber - the web's ability to create better usability makes for opportunity for businesses.
So, do you really need to build web access to your business processes? No. Only if you want to get more customers and make your existing ones happier. And hey, if pizza delivery chains can do it, you can too.
p.s. An adroit reader asked me, anonymously, last week for some ammunition in helping convince the brass that using the web for typically offline processes could have ROI - happy to oblige!
Posted by Sarah Bird, Esquire
May It Please the Mozzers,evidence in this case indicated that, before Axiom removed these metatags from its website, if a computer user entered the trademarked terms into Google's Internet search engine, Google listed Axiom's website as the second most relevant search result. In addition Google provided the searcher with a brief description of Axiom's website, and the description included these terms and highlighted them.
"today 'modern search engines make little if any use of metatags.....' As more and more webmasters 'manipulated their keyword metatags to provide suboptimal keyword associations, search engines progressively realized that keyword metatags were a poor indicator of relevancy.' Accordingly, search engines today primarily use algorithms that rank a website by the number of other sites that link or point to it."Since search engines don't use metatags, the 7th Circuit District Court ruled that the use of a competitor's trademark in a metatag is not "a use in commerce."
Posted by randfish
Most of us in the search space are familiar with the principles of the "query deserves freshness" (QDF) algorithm at Google, but this is almost certainly not the only intent detection process and algo-tweaking area the engine applies. One popular theory that gets inspires a good bit of discussion around the SEO water cooler is that Google may recognize queries with the potential for multiple intents and attempt to modify the search results to include more than just those pages that would normally rank (based on their standard algorithm).


Posted by rebecca
I've been shout-neutered, folks, and it ain't cool.


Hi -Yeah, of course, clearing my cookies will magically fix the ridiculous "Crikey!" message and let me send shouts again. (FYI, I humored them and tried it to no avail.) I currently still can't send shouts to people via the "Share" feature. Someone suggested that I start deleting friends because I look like a spammer with so many, but I really think that's unfair. If Digg wants you to have only a certain number of friends, they should put a cap on the number of friends you can have. Plus, as I said earlier, the whole frickin' point of befriending people on Digg is so you can check out stuff that they like, have dugg or commented on, and so you can send and receive stories. It's like the cable company turning off your cable access once you've bought HBO, Showtime, and Cinemax. That's one channel too many, so you can't see any of them now. Harumph.
Sorry for the inconvenience. Try clearing your cache/cookies and restart your browser. If you're still having problems, please email us back and we'll do our best to help you.
Thanks.
- Digg Support Team

Posted by great scott!
This week Rand fields another reader inspired topic: Why share content that could possibly be used by your competitors?Posted by kung_fu_mike
5-8%. It doesn't sound like a huge amount of most things. What if I told you it was 5-8% of the visitors to your site? Would you be more interested then? What if I told you it was 5-8% of the visitors you coveted the most? The visitors you spent the most time worrying about? The most energy on? The visitors that don't stay. That's right. What if I told you there was a way to get 5-8% of the people who returned to the search engine results page to stay on your page? Keep reading.

Posted by rebecca
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