The idea of getting your content published on sites other than your own, especially well-trafficked or higher ranking websites, is tempting. However, if that particular content has already been published (or will be) on another site, including your own, then you are actually creating content duplication problems for yourself and ruining your SEO strategy.
Duplicate content has been frustrating search engines for many years. From a search engine’s point of view, there is only a requirement for a single link to specific content. Both the search engines and your users expect your content to be unique, not reproduced in multiple places across the Web.
Content Scrapers Beware—Penguin and Panda are After You!
The Penguin and Panda updates from Google were particularly harsh towards content scrapers – websites that were stealing content from other sites and reproducing it in its entirety with no edits or changes. The updates also penalized duplicate content publishers. Those who took the biggest hit may have even been the original authors, but the ones who had pursued a content marketing strategy that included sending the exact same content to be published on other sites.
When creating content and then developing a content marketing strategy, it’s important to consider where your content will get the best results for you and publish accordingly:
- If you are looking for a wider readership than is available to your own site, then publish elsewhere but make sure you include a resource box with a link to your own site. This is also an ideal opportunity to create more in-depth information on the subject on your own site and drive people to that if they are interested in knowing more on the topic.
- If you want traffic to your own site, then publish it yourself! If it is great content, and you market it effectively, others will link to it. For example, on social networks; they will help drive people to visit you. These social shares count for a good deal of weight under the all-new Google algorithm called Hummingbird.
Understanding the factors that Google is watching for is important. Want to learn more about content marketing? Join us at our next SEO Training Class.