Sharing content on social media platforms and on other content curation websites seems to be the key to get visible on the internet. Moreover, these practices are most likely to increase the chances of a company to be directly searched on the search engines. Direct visitors are vital because they are the ones that show the highest interest in one’s company, right? Either it’s an e-commerce or a publishing site, direct visitors are more likely to become customers and fans of your brand if you’re carefully taking care of them.
Image credit: Flickr/liz west
On the other hand, cross-posting automated links can be considered spamming. A content that can be accessed on more than one URL may be defined as a duplicate. Usually, HTML content that is available through different URLs can be controlled by the website owner. In order to indicate a unique/preferred URL for content, Google Webmaster Tools recommends canonicalization. Canonic means standard, basic, fundamental, so canonicalization is the process of consolidating a property. Some actions that can be done in order to accomplish this goal are: setting a preferred domain, using 301 redirects, specifying the canonical link for each version of the page.
When it comes to inbound marketing, sharing content in order to educate the audience on particular topics seems to be the way to do it. Publishing a great blog post with valuable and relevant content for the targeted audience will certainly lead to an instinctive action that almost any writer wants to take: sharing it with others who can hugely benefit.
Any type of content can be shared online; it can take the form of a:
- Stumble Upon page
- Pin on Pinterest
- Scoop on Scoop It
- Internet Billboards article
This is an example of an infographic designed by Omniconvert that can be found on more than one pages:
Google’s influence on content generators’ work
We all remember the release of Google’s Panda ranking algorithm in February 2011. The goal was to make it easier for high-quality sites to rank better. Soon after the release, great content creators had to confront a huge problem: scrapers who copied all of the content from their websites. So, the original content writers had to work even harder because not only the original page was going down in search results, but all of the pages containing shared content with a different URL were going down. Bryan Crow, CEO at WonderHowTo testified in an article on Moz Blog how Google’s changes in 2011 affected its business.
After the Panda storm, Google handled the claims and updated the algorithm, released the Penguin algorithm and, more recently, the Hummingbird, in September 2013.
What do Google’s Hummingbird changes mean for website owners? If one website’s focus is conversion rate optimization, its owner should be aware of the fact that the new algorithm is more about the “human” part in the process of searching. So, in the Hummingbird world, useful and relevant content for users is all that matters.
The main difference between Panda and Hummingbird refers to a difference in approach: while Panda was focused on keywords and queries, so the content would be UNIQUE, Hummingbird’s main focus is the USEFULNESS for searchers, being based on topics. Customer’s satisfaction is all that matters, isn’t it?
Now that Google’s new algorithm seems to have a human approach, generating more and more content just to get more clicks and page views may not be so efficient anymore. A great tool to prevent others from copying your content without linking back to the original source (that may be your blog) is Repost.Us that allows publishers to share and embed articles on different websites with their original advertising and branding attached.
So, I’m sure the list is incomplete. Would you help me to complete it? Tell me what other important aspects do you care about when you’re generating and sharing content. Is it hard to get visible?