Duplicate content is a business generator
To use content strategies for duplicate content you need to know where duplicates are on the internet. You can detect them with search engines. If you make a lot of articles or images you can use for example our Article Monitor or Image Monitor services.
A 100% match of your content obviously means your content is copied. Part of your content is duplicated when the match is 50-%70%. If a lower percentage is duplicated your content might be copied. But what’s more likely is that you found a website with similar content and therefore a similar interest. This matching content can be considered as a business generator. Check out 5 content strategies for duplicate content: search engine optimisation, sales, sponsoring, partnership and competitor analysis.
Search engine optimisation
When you have a website with online content you want to have quality visitors. How do you get visitors online? The answer is simple: obtaine a high ranking in search engines. Many battles (fortunately no bleeding ones) are fought over ranking positions. Google and Bing indexation algorithms are a mystified topic but there are some very simple and clear logics behind search engines. Unique, non-duplicated content has great value on the internet because the mayor search engines love it. Search engines decrease the value of content when copies are found.
There are 2 ways in which you can protect your content:
- Remove duplicate content from other websites, search engines and platforms, preferably in combination with backlink building. My experience is that many duplicates can be exchanged for valuable deep links to your articles).
- Improve content on your websites, to make it unique again.
Specialised content, meaning original content, meaning non-duplicated content is valued high. By keeping your content unique you will have the ideal starting point to get traffic. When you rank high, when your SEO is optimal, you generate more traffic because the search engines send people your way. From this point of view it makes a lot of sense to protect your content and make sure nobody is duplicating.
The basic idea is that the content is yours but it can be used under license. Websites that copy your content show that they are interested in what you create. People are interested in quality niche content for their own website, but they do not have the skills or money to make it. That’s where you come in. An article that only has value for you the day you publish, can be of long term value for another business. It generates traffic and brings credibility.
So what is day to day content for you, might be niche content for somebody else. Think of a real estate agent who collects articles about the housing market or a sports club with its own channel. When you sell the content you best make sure that your original is not indexed by search engines, to avoid competition with your client.
This strategy is interesting if you have found a website with overlapping content on a specific topic. They need to provide its audience with quality content, but do not have the resources to make it. You could provide them with content in exchange for traffic to your website.
Let me give you an example. Let’s say you found a blog where people can give their review about the latest movies they have seen. It’s a very interactive place, with people that have a great interest in art-house movies. Your newspaper has a weekly column about movies that are coming into the theatre. You could give away the intro of a new article in exchange for deep links to your website. With this approach you create a new quality traffic channel. By giving away ‘older’ articles and place them next to the reviews you will improve your brand reputation.
As you can see from the example 3 things are relevant, when setting up a partnership:
- The audience of your potential partner must fit your audience;
- The content must be highly relevant for your partner’s readers;
- You only give away what has little value for you (older content) and tease audience with limited new content.
You can extend your revenue stream by giving (your) advertisers access to the audience of the website you are sponsoring with content. In our example a movie theater could advertise on your website as well as on the sponsored website.
With content partnership you go a step further. Your partner then has access to sources that you are interested in. Your partner takes care of the input and you take care of the processing. You use the output together.
Let’s say you are producing content about the concert halls in the city, and the events they organise. What would be better than to set up partnerships with them. They can provide you with interesting background information and access to artists, to create quality content for your readers. One step further is to exchange content on your and your partners channels, and connect your customers to their booking systems.
What content do your competitors create, and how similar or not similar it is to yours? A competitor with matching content is also an interesting opportunity to create more traffic. We have clients that mainly work with us to analyse what content competitors publish:
- Jeep content original by tweaking it just enough to make the difference;
- Map out new content developments on competitor websites. The competitor may have discovered an interesting topic to make content about;
- Determine why the competitors don’t publish specific content.
Do you have examples of other content strategies for duplicate content? Please let me know.