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Is duplicate content OK for duplicate keywords?

Written on September 8, 2010 by admin

Filed Under: marketing, searchengineguide, seo

by Mike Moran

A couple of months ago, I posted on the search engines’ so-called “duplicate content penalty,” where pages that contain similar words are often hidden from the search results because the search engines (rightly) conclude that searchers would rather see different pages. Recently, I was e-mailed a follow-up question about a particularly difficult aspect of the duplicate content penalty–when you have two keyword phrases whose landing pages really could be twins. What do you do then?

Here’s an excerpt from the question I got from Andy:

One of our programs is in leadership development, so we’d like to optimize a set of pages around this (and related) keywords. However, people often use the term “management training” interchangeably with “leadership development.” Therefore we were thinking of optimizing different pages for each of these different terms. The problem is that apart from differences in these two terms, the content on these pages would be identical, so the concern is that search engines would see the pages as duplicates and index only one of them. Would you suggest that we discard our idea of creating separate (and potentially duplicate) pages and instead just create one page?

I’m sorry, Andy, but your approach would probably prove problematic. In my opinion, you have at least two options (others might suggest more), either of which can work:

• Do as you describe to use both keywords interchangeably within the same page. For less competitive keywords, that will probably work just fine. It’s possible that the search engines are smart enough to know that those terms are similar, so it might work regardless of competition. But if it doesn’t work, you might need to go the extra mile.
• Create two separate pages with different content on them, each one focused on a different term. This is far more expensive, but in the end, it is safer and much more likely to work, not only for search engines but for conversions. It is likely that the people searching for one term rather than the other are driven by different needs and wants, so different language optimized for them will probably convert better as well as rank better.

So, in Andy’s case, consider the possibility that those searching for “management training” might be looking for something somewhat different than “leadership development” searchers, even though Andy thinks of them as interchangeable. Perhaps those looking for management training are new to line management while those looking for leadership development are team leaders who are not yet managers. Or perhaps the leadership folks are long-time managers that just became executives.

Regardless, you give up a lot of marketing segmentation information when you assume that people using different keywords are the same just because you have a single product that helps them both. It is likely that subtle differences in copy that emphasize different benefits might indeed be called for. By lumping all these searchers into one category, you miss the chance to test what will optimize your conversions for each segment.

Often people feel trapped into duplicate content because their landing page contains the description for their product when it could spend more time on the problem. Focusing landing pages on the somewhat different ideas of management training and leadership development allows you to have each of those pages link to a common page that discusses your offering for both of those problems. You can still have one place that describes your product but with different landing pages for different keywords.

So, if you feel as though duplicate content makes sense in your situation, ask yourself whether you might be spending more time trying to do things cheaply rather than well, when that approach is itself wasting your time. Also, consider whether the added conversions might easily pay for the additional content costs. Focus your pages on the way that you attract people to the problem. That way you can link to a common page that describes the solution. That will reduce your impulse for duplicate content.

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Is duplicate content OK for duplicate keywords?

Using Anchor Links to Make Google Ignore The First Link

Written on March 16, 2010 by admin

Filed Under: seo

Posted by Errioxa

This post was originally in YOUmoz, and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of SEOmoz, Inc.

In the past, I have tried several different ways to skip the first link that Google takes into account for a given URL (nofollowed links, links with 301 redirections, etc). However, all these attempts had little success (301 works but it’s very suspect). Recently, I ran a test to see how Google handled the anchor links (links to different sections within the same page, eg: text)

the second and third link are anchor links. (other text)

Or in graphic form:

5 Tips for Effective Email Copywriting

Written on November 6, 2009 by admin

Filed Under: book, marketing, seo

The quality of email content is one of the core factors in determining whether an email marketing campaign succeeds or fails. But successful email copywriting is an art — rather than a science — making it differ from most other forms of business writing. To start out on the right path, consider these 5 tips for effective email copywriting:

1. Focus on the subject line. The subject line may be the shortest piece of content to write, but it’s one your campaign’s most critical elements. The challenge is to create excitement for a special offer, provide enough information to be clear about purpose and convey a brand’s essence – all in 50 characters or less.

When writing your subject lines:

• Create a sense of urgency. Include timely information to encourage subscribers to open the email.
• Include the most important information first. It’s essential that subject lines don’t exceed the character limits of email servers. But prioritizing the vital information first will ensure that, in case the subject line does run over, the primary message will be conveyed.
• Look to others for inspiration. Read newspaper and magazine headlines for ideas. Consider the email campaigns that you receive. Which ones were you intrigued enough to open and what can you deduce from those subject lines?
• Go with what works. Look to your own past successful email campaigns and replicate the subject lines that produced the highest open rates. Also, test out different subject lines within the same campaign to discover what generates the best response.

2. Include a mix of promotional copy with informational copy. Even if the goal of a campaign is to promote a new product, announce company news or introduce a special offer, complement that information with non-corporate information. For example:

• Supplement a new product announcement with a thought leader interview from a supporting industry.
• If a seasonal offer is being promoted, include tips or a checklist pertaining to that particular season.

3. Involve your readers. Consider the success of blogs, forums and social networks. Those interactive channels are effective because users feel involved and engaged. Build off that premise with email copywriting by keeping subscribers engaged and making them a part of the content. Consider including:

• Reader polls
• Reader case studies
• Q&As with customers
• User-generated content

4. Make the call to action crystal clear. With too many calls to action, email marketers run the risk of confusing or overwhelming subscribers. When customers are presented too many options, they may be less likely to purchase. Instead, focus your calls to action and limit the effort it takes to act. Consider these quick tips:

• Rely on size and placement position to emphasize the call to action.
• Write call to action copy that tells subscribers exactly what they can expect.
• Use copy that reinforces to subscribers that taking action will be quick and easy.

5. Put yourself in your subscribers’ shoes. When it all boils down, an email campaign will only be successful if it addresses subscribers’ needs. Email marketers should look at their campaigns from subscribers’ perspectives. What’s important to them? In a ClickZ blog post on email copywriting, Pat Friesen talks about the importance of understanding an audience:

• Visualize subscribers, whether they are mothers of young children or a corporate executive.
• Picture where subscribers are reading the email copy, whether it’s on a computer at work, on a laptop at home or on-the-go from a mobile device.
• Imagine the distractions subscribers face when reading email copy.

Beyond simply visualizing subscribers, study their open and click-through patterns, and consider their demographic information. If you’re still unsure of what subscribers want, use a reader survey to ask them.

What other tips do you have for effective email copywriting?