Guest Post: Keys for Preventing Multi-Platform Duplicate Content Problems

Duplicate content has long been a concern for marketers looking to improve their Google rankings, but now Twitter has announced new restrictions on how users may automate tweets as well. Users can no longer tweet the same content from multiple accounts, but can only tweet from one account and have other accounts retweet it, and must avoid bulk tweeting or tweeting that is aggressive or high volume. The new policy applies both to duplicate tweets sent at once or scheduled in advance. Apps are still allowed to post content from other platforms to Twitter, but can only do so to one account.

These changes underscore how duplicate content has become an issue for companies that use multiple platforms to distribute marketing material. Here are some keys to avoid running into duplicate content issues when doing cross-platform marketing.

Understand What Duplicate Content Is and Isn’t

Google defines duplicate content as significant content chunks distributed across one or multiple websites that either totally copy other content or significantly resemble it. Twitter’s new rules similarly define duplicate tweets as being either identical or essentially similar.

Google draws a distinction between duplicate content that is malicious versus non-malicious. Google sees malicious duplicate content as designed to game search engine results or generate higher traffic by copying the same content on more than one page or site. Tactics Google considers malicious include scraping content, auto-generating content, duplicating content that has already been published on another page or site, link schemes, use of irrelevant keywords, hiding text, and sneaky redirects.

Google sees this type of malicious duplicate content as distinct from non-malicious duplicate content that has a legitimate purpose. For example, some sites have different versions for mobile and desktop readers. Some news sites and blogs provide a printer-only version of their site that includes an entire article on one page without ads. E-commerce sites may post multiple URLs that lead to the same product page.

Know How Search Engines and Social Media Handle Duplicate Content

Google and other search engines such as Yahoo and Bing handle malicious duplicate content differently than non-malicious content. When Google reviews a report about malicious duplicate content, Google’s reviewers may demote the content, remove it, or take other actions. Upon taking action, Google sends a notice to the site’s webmaster, who is then given an opportunity to fix the problem and submit a reconsideration request. Twitter appears to be following a similar procedure.

Google takes a different approach to duplicate content deemed non-malicious. An estimated 25 to 30 percent of content is actually duplicate, which is normal and does not draw a penalty from Google. But if Google’s robots detect multiple versions of the same content on a site or on different sites, they must still determine which one to prioritize when listing search results. They do this by following an algorithm that compares different versions of the content, indexes the first version crawled, and removes other versions from results listings. Other search engines use a similar practice to filter results. Presumably Twitter will take a similar approach.

Follow Best Practices to Avoid Duplicate Content

You can avoid most duplicate content issues by following best practices. Most fundamentally, avoid any SEO tactics that Google, Twitter, or other platforms define as malicious, as elaborated above. If your receive a duplicate content notice, instruct your webmaster to take appropriate measures to fix it so you can submit a request for reconsideration.

For non-malicious content, focus on developing original content. If you use content from other sites, include something extra that adds unique value, such as your own commentary or a top 10 listing. If you have product descriptions, instead of borrowing the manufacturer’s description as most sites do, modify descriptions to make them unique to you. If you syndicate some of your content to other platforms, publish it on your own platform first so that you get indexed first.

For content that is featured on multiple places on your site, you can tell search engines not to index secondary versions by using your robots.txt file. For blogs, select your settings to avoid indexing archives for dates and categories. For pages that have been moved from their original URL, use 301 redirects to let search engines know which version to index.

If you host product pages on multiple platforms, you should use ecommerce product page best practices to avoid duplicate content issues. Create unique versions of your landing pages and product pages instead of using the same version everywhere. To save time logging into each of your online profiles, use a content management platform that allows you to manage all your online properties from a single interface. A content management interface also makes it easier to track your content’s performance across multiple platforms so you can track and correct duplicate content issues.

Knowing how search engines and social sites handle duplicate content can help you avoid running into issues. Following these guidelines for avoiding malicious content and managing non-malicious content will help you keep your online properties from getting flagged and keep you competitive in search engine results.

 

About the Author

Roy Rasmussen, coauthor of Publishing for Publicity, is a freelance writer who helps select clients write quality content to reach business and technology audiences. His clients have included Fortune 500 companies and bestselling authors. His most recent projects include books on cloud computing, small business management, sales, business coaching, social media marketing, and career planning.
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Adobe and Google Partner to Create a Better Mobile Experience

What is the mission of Adobe?  To change the world through digital experiences.  The pace of change in how consumers engage with content is accelerating. So their mission is more relevant than it has ever been before. Consumers expect to connect with content immediately no matter where they are or what they are doing. In the personal, always-connected mobile world we now live in, the inability to deliver the right experience to the right person at the right time directly impacts engagement and the consumer relationship.

Why Did Adobe Partner with Google? Adobe has partnered with Google, alongside many others in the technology and publishing industries to support the Accelerated Mobile Pages (AMP) Project and help solve the problems that are adversely affecting the mobile web experience –  namely the slow speed at which content loads and understanding audience engagement with mobile content. AMP will enable content to load instantaneously and provide a better mobile web experience for all.

What will Adobe Analytics Be Able to Measure? It will be able to measure the reach and impact of AMP experiences for publishers, while providing blazing fast speed for mobile web user experiences. For publishers, Adobe Analytics has become a fundamental part of understanding audiences, creating loyal viewers, and monetizing content, and Adobe is committed to making sure that publishers have access to the best data possible. A better mobile user experience means more browsing and content discovery for users, and quality revenue streams for publishers.  Additionally, Adobe Analytics will enable publishers to link up AMPs with their existing web data for deeper cross-channel audience understanding, and integrate this insight directly with the rest of Adobe Marketing Cloud for content and advertising optimization.

Adobe Analytics customers interested in getting started, you can download their How to Guide now: Adobe Analytics for Accelerated Mobile Pages Project

@Drnatalie petouhoff, VP and Analyst, Constellation Research Covering Customer-Facing Application

 

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Disrupting Digital Business: The Customer Experience Imperative

As digital business is emerging, it’s disrupting business. What does that mean? It means that how you do business must change. And it’s not just adding a Twitter feed or creating a Facebook page. It’s much more than that. It really means that you have to look at how you are doing business – your processes, your policies, your departments, your people, your technology and make major changes. I can remember when organization change management first became a discipline. But back then there were so many that pushed it aside, crossed it off their to do list and basically thought it was “Kumbaya” and the “soft stuff you can’t measure.” Which quadrant is your business in?

quadrant for fast followers

Well guess what? Organizational Change is back and here to stay. Because that is what is at the root of digital business. It really means you have to change your organization! Some ways to think about this are what we call the 9 C’s and Customer Engagement Optimization. Our research shows there are 9 C’s of Customer Engagement:

  1. Culture
  2. Community
  3. Credibility
  4. Channels
  5. Content
  6. Cadence
  7. Context
  8. Catalysts and
  9. Currency

Digital Business Disruption Starts with People-Centric Values

You need to understand culture, community, and credibility. This means that you need to start with Customer Engagement Optimization. How do you make sure you understand your prospects and customers?  Where does listening play a role? Do you have a process to listen to what your employees as well as what your customers think about the company, its products and services? If not, start here.

Digital Business Disruption Is About Communication

You need to understand how channels, content, and cadence of the content on the channels work with each other. So once  we understand the people centric values, how do we engage? What are effective models to connect? Organizations need to transform the way that they interact with their customers – online and offline. What’s the best way to start doing this? Do you just jump into the online conversations? Is it even the right channel?  What content makes sense? How often do you reach out? Are your customers and prospects responding?

Digital Business Disruption Is About Right Time Drivers 

This is where context, catalyst, and currency play a role in enabling engagement optimization. You might ask yourself, “What can you do to make sure your interactions remain relevant? How do you deliver compelling offers that influence a call to action?  What’s required to build sustainable engagement.”

Digital Business Disruption Is About Actionable Insights/Intelligence

Once you have some sense about what customers are talking about – to each other, to your company, to your competitors, how do you deliver an end-to-end actionable intelligence where the workforce is optimized to respond or hear about the issues or kudos? What should be measured?  How do you focus in on the right metrics that matter?

Digital Business Disruption Is About Journey Mapping to Make Improvements

Businesses must realize there is a real need for continuous improvement and optimization. It’s not a one time – take a look at things, change a few of them and then you are done. Nope. It’s about continuous, measurable change. Questions for an organization might be, “How do you improve enterprise processes with the information you learn from this collective solution that is giving you all this actionable intelligence? What organizational issues can this bring about? Is this an easy process? Do people need special skills to collaborate cross-functionally? How do you take where ever you are in the process and manage and enrich these customer interactions? How do you start, how to do improve and how do you maintain this process over time?”

Digital Business Disruption Is About Developing A Customer Engagement Optimization Culture

I can tell you from being a management consultant and having worked in many companies, nothing is going to change unless there is true and authentic leadership that is dedicated to making this types of changes. Senior leadership involvement on a day-to-day business required for success in transforming the company culture. Questions for an organization might be along these lines, “Who should drive the initiatives?  What’s required to build a culture of customer engagement? What kind of training is required? What kind of skill sets?”

Digital Business Disruption Is About Doing So Via Digital Transformation

What this means is that there is the need to change your business model. What business are you really in? Are you selling printers or customer experiences? The shift to digital business changes not only business models but also how companies engage with their customers. And you have to know what business you are in to do this.

If you want to know more about digital business disruption, join Ray Wang and myself on a webinar, May 26th at 11 AM PST.

MY POV: Most business are not prepared for what it takes to make the shift to a digital business. Where do you think you stand with respect to your business’s readiness for change?

quadrant for fast followers

@drnatalie, VP and Principal Analyst, Constellation Research, Covering Marketing, Sales and Customer Service to Deliver Amazing Customer Experiences

 

 

 

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Excerpt from “The Social Engagement Rankings of the Top 15 Cosmetic Brands”

Why did Facebook develop EdgeRank?

Are you one of those brands spending hundreds of thousands or millions of dollars on creating content for social media interactions? Facebook themselves admits the average brand page only reaches 16-17% of its fans. Data from PageLever shows that for brands with millions of fans, even less of their fans see the content. They estimate the content only reaches ~3% of their fans. Why is this so? It’s because of an algorithm, EdgeRank, that calculates what posts to filter out.

When Facebook allowed brands to have pages, brands began posting a lot of content. Facebook users felt there was too much content coming at them, almost so much that it felt like spam. As a result, Facebook created a filter that determines who sees particular posts. There are three parts to the filter.

The first part of the equation, affinity, takes into consideration how much time you spend interacting with certain friends, groups and pages. If you are spending a lot of time interacting with them, then your affinity will be stronger. The next piece of the puzzle is about weight. Weight is essentially the level of interaction a piece of content gets. For example how many likes and comments. And the last piece to the puzzle is time. Over time, a post’s relevance decays making it less important, pushing it down the feed.

What are the three big problems around content and engagement?

1. Creating great content so fans will want to interact with it

2. Creating a lot of that great content

3. Promoting the content

The truth is most brands don’t have the budget to create enough great content to be effective at engaging their customers. What makes matters worse, in addition to a content creation budget, you also need a promotion budget. And the cost to promote content can become prohibitive.

cosmetic

How much does it cost a brand to send a Sponsored Posts or Stories?

One sponsored story from Facebook costs $200

• Let’s say the brand posts 2 times per day

• $200 x 2 = $400/day

• 7 days/wk x $400/day = $2,800/wk

• 4 wks/mo x $2,800/wk = $11,200/mo

• 12 mo/yrs x $11,200 = $134,400/yr

• $134,400/ yr just to get your content seen!

And that doesn’t include the cost of the:

• Creative

• Content production

• Content delivery systems (like Buddymedia)

• Community managers

How Do I get EdgeRank to work in my favor and rise above my competitors in the cosmetic industry?

• EdgeRank gives greater exposure (reach) to posts that are more engaging

• Boring posts decrease your reach and thus your bottom line

• The solution is to create more interesting posts

 

What makes a better post in the cosmetic industry?

Here are some hints. It’s the ability to:

Benchmark engagement performance vs. your competitors in the cosmetic industry

Surface the best content and content types to engage your target audiences in the cosmetic industry

Determine how frequently to post

Calculate the best days of the week and hours in the day to post compared to cosmetic industry competitors

Know when to post the right type of content to get the highest engagement in the cosmetic industry

 

Dr. Natalie’s Executive Success Acceleration Firm™
Executive Business Strategy Advisor & Social Customer Experience Industry Authority & Consultant

The Doctor Knows Social Media ROI & Our Business Strategies Rx Get Results!
Our Motto? Be Awesome by: Learning, Sharing & Growing!

What we do: We work with companies to deliver increased revenue and decreased costs:

  • Executive Leadership Guidance on Strategy and Business Use of Social Media
  • Social Media / Business Benchmark Assessments – Tell you what you got/ what you might consider
  • Social Media ROI – set-up measurement capabilities and dashboards
  • Workshops on Business Strategy: Customer Experience, PR, Marketing, Customer Service & Internal Employee Advocacy
  • Instructor MEMES Summer Institutes at UCLA Anderson & UCLA Extension
  • Customer Experience / Social Customer Service Excellence Benchmarking Assessments & Advisory
  • Software Company Visualized-ROI, Persona-based Solution Selling w/ Targeted USP & Messaging / ebooks, White Papers, Webinars…
  • Social Media Training, Organizational Change, Motivation and Goal Setting

My book: Like My Stuff: How To Monetize Your Facebook Fans

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The Brand Managers Guide to Mastering Content Management in Social Media Channels

Content Management is a new buzz word. I think most brands didn’t realize that when they went down the path of social media, that they would end up becoming content creators and publishers. The fact is that there are 3.5B pieces of content shared per week. That’s essentially what is causing the big data explosion. People are sharing everything – posts, status updates, links, pictures, videos, etc… And with all that content, it makes it very difficult for a brand to stand out… In fact, with Facebook’s EdgeRank algorithm, nearly 80% of a brand’s content is not seen on a fan’s newsfeed. What that means is that brands are spending a lot of money on content that’s not seen and that means lower engagement.

Why is engagement so important? In the old marketing funnel, it was very clear. Drive awareness to get as many people as possible into the marketing funnel. Brands spent / spend millions of dollars on getting the attention of millions of people with the idea that the more people at the top of the funnel could translate into more sales. The marketing funnel steps were: awareness, interest, consideration and purchase. Most Marketers didn’t take into consideration the idea that customer service should actually be part of the marketing funnel. Why? Customer Service is where customers reach back to the company after they have been interacting with a company’s products or services. And with customers being able to talk to each other online, those customer to customer conversations are driving referrals and advocacy, which directly influence sales — far more that the top of the funnel stages.

To get more referrals and advocacy, of course you need to have good products and services. If you don’t, complaints about that will surface in social media channels. Assuming that your products and services are up to meeting the brand’s promise about what a customer can expect, then the next step in referrals and advocacy are good word of mouth – online and offline. People trust people like themselves – even if they don’t know them personally more than a brand’s advertising.

So this report helps brand managers understand how to decide what content is important to drive engagement.

To get a copy of the report, Click on the report:

Cover What Brand Managers Must Know InfiniGraph

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Let’s Talk SEO: Bill Belew Interview – The Social Network Show

Continuing The Social Network Show series, this week I interview Bill Belew, Professional Blogger and Educator, and we sit down to discuss Google and Search Engine Optimization.

Bill Belew is a professional blogger whose primary source of income is from his network of blogs. Bill sells advertising. He also gets many requests to speak and consult with clients on inbound and content marketing. Bill has now attracted 105, 120,000,000 (120 million) page views across his set of blogs. That is not a typo.

In addition to being an expert blogger, Bill is a professional educator (university professor for the past 30 years) who loves to teach.

At Social Business Builders,
we work with brands & software companies to deliver increased revenue and decreased costs.
Our Motto? Learn. Share. Grow!

@DrNatalie L. Petouhoff
310-919-8467

Want to see how to get an ROI from Social Media? Check out these fun videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media

Video 3: How Social Media Benefits the Whole Company

Here’s My book on Businesses can Drive Sales on Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Want to get more info on the business use of social media? Connect with me here:
Twitter:
 @drnatalie
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts
Facebook: https://www.facebook.com/natalie.petouhoff

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