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Duplicate content has been in the SEO headlines more and more recently since the notorious Farmer / Panda update began.
This post talks about some of the ways to deal with some duplicate content on a site including Robots.txt, Meta tags, redirects and canonical tags. Each solution is explained in a simple to understand fashion.
You can use your robots.txt file to block content which you do not want indexed. With this option you can block entire groups of URLs if they are within the same folder, for example /price. This is ideal if your duplicates are all produced with the same pattern and you can identify them through the folder structure. If your duplicates are completely random, you can also add individual page URLs to be blocked with a robots.txt
You can also use a Meta robots tag to ask search engines not to index content. This should be placed on every page which you do not want indexed. This example makes sure the links on the page are still followed by the search engines and it is just the one page which is not indexed:
<meta name=”robots” content=”noindex,follow” />
You can place permanent 301 redirects on the URLs of the duplicate content, to point users and search engines to the standard version. This can be very effective providing a permanent 301 redirect is used.
The canonical tag is another option for telling Google which pages you do and do not want indexed. The canonical tag should be placed on all the duplicate pages and states which is the standard version which should be indexed.
<link rel=”canonical” href=”www.the-correct-url-here.com” />
Whichever solution you use for combating your duplicate content, it is important to remember to always use the standard version of the URL when creating internal links.
Copy Paste Keyboard via BigStock
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.