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Author: Andrew Shiveley
A profession that is becoming more
and more popular is Search Engine Optimization (SEO) Consulting, and one
of the most commonly asked about topics is duplicate content and how to avoid
the duplicate content penalty.
A year or two back,
nefarious webmasters discovered that by creating a different website that linked
to their main website, and then by placing this HTML code in hundreds of
different places, they could generate a large number of incoming links in a
short period of time and artificially boost their search engine rankings. This,
however, was considered to be a manipulation of the search engine algorithms,
and so after much brainstorming and improvement Google and other big search
engines introduced the "duplicate content penalty" which punished the ranking of
pages that appear in many different places, along with any pages that they link
to.
This practice of
creating many identical websites is called "link spamming," and it is
considered to be a black hat activity (black hat simply means that the person
doing it has absolutely no interest in the people going to their website and is
only concerned with how to make money off of them). And though black hat
webmasters like this are certainly a problem for search engines and internet
surfers alike, they are still the minority.
The majority of
webmasters and bloggers are legitimate and operate with integrity, yet
they have found themselves inadvertently penalized in search engines by things
such as the duplicate content penalty. In an ideal world, all of the legitimate
webmasters out there would sit at their computer and create 100% unique,
hand-written content for every single one of the posts and articles that they
write.
And while this type
of unique content is certainly important for creating an authoritative
website that has link power and Page-rank (Google's measure of the importance of
a certain web page, named after its creator Larry Page), it can also be
uneconomical and extremely time consuming. You will also need unique content if
you are looking to avoid the duplicate content penalty, and one of the ways to
make sure your content will not be penalized yet not spend your entire afternoon
writing is is to use a duplicate content checker.
A duplicate content checker can be a great time-saving tool because
instead of writing every single article that you submit, instead you can simply
rewrite a few sentences and words to make sure that the search engines will not
perceive your article as a duplicate. When using a tool like this, a good rule
of thumb is to make sure that your article is no less than 30% unique. In order
to gain exposure, many bloggers (most of whom operate legitimately) will write a
detailed post for their blog, and then they will submit this post to a few
article directories in order to increase the number of people that read it.
While this plan is not devious in any way, it is still possible for this blogger
to be penalized by the duplicate content penalty.
Their blog may have
low Page rank and link strength, so if they submit the article for
syndication and authority site with high link strength picks it up, chances are
that this page on the authority site where the article is listed will outrank
the blog of the person who originally wrote it in the search engine results. If
you are a webmaster or blogger that regularly submits their content for
syndication, you may be affected by this penalty. There is an easy way for you
to avoid it though, and it will only take about 5-10 minutes per article
(instead of the 30-50 minutes that it may take to write a completely new
article).
You will want to
begin by writing the original post that you want to have on your blog or
website, and then you will want to alter your original post and run it through a
duplicate content checker before you submit it for syndication. Take your
original post and begin by changing a few words in the title, and then replace
and rework a few of the sentences and paragraphs in the article body. After this
(which should close to five minutes), you will want to open your duplicate
content checker tool which will check the articles side-by-side to see whether
the search engines would slap one of them with a duplicate content penalty.
If you can make your
rewritten article over 30% unique, then there is a good chance that you
can completely avoid the duplicate content penalty and save yourself the
headache of coming up with completely new content.
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