Avoid Duplicate Content Penalty on PPC Landing Pages!

There are recent posts in marketing forums worrying over
“duplicate content” penalties concerns when creating pages
intended as Pay-Per-Click landing pages. First a couple of
definitions:

1. PPC landing page: A page created to perfectly match the
content of a pay-per-click ad so that PPC ad is created
for “IBM Selectric typewriter repair” then the visitor is
directed to a “PPC Landing page” created to exactly reflect
only that brand repair, rather than sending clickthroughs
to the home page which discusses generic typewriter repair.

PPC landing pages should have photos of that brand, maybe
an IBM logo and a link for shipping instructions. You’d
then create a different page for each brand you repair,
switching out the photo and the logo for each brand. This
leads to higher sales conversion and it works very well.
But it has a drawback related to search engine ranking …

2. Duplicate Content Penalty: Repeated pages with keyword
focused phrases created to rank well in organic search
results are seen as a spamming technique. A paragraph with
generic reference to typewriter repair is written so that
the brand name is swapped in and used multiple times on a
single page. Those are seen as duplicate content and are
penalized in ranking algorithms because it has been widely
abused by sites attempting to rank well for each brand by
repeating text on dozens of pages with only the brand and
model different on each page – thus labeled as duplicate
content and seen as bad by search engines.

What do you do to avoid the duplicate content penalty while
creating effective PPC landing pages for higher conversion?

Duplicate content on a single site is a BIG problem if done
in the way a PPC landing page would be – just swapping out
the brand name in a paragraph or two of text and repeating
that same text dozens of times on different pages.

But you are creating those landing pages for PPC and NOT for
organic listings and don’t want them ranked organically. So
make the PPC landing pages all off limits to the spiders with
a simple tag in the of each separate brand page:

<META NAME=”ROBOTS” CONTENT=”NOINDEX,NOFOLLOW”>

That will keep custom tailored PPC landing pages out of
search engine indexes when you only have a few pages. But
if you run an extremely large PPC campaign with hundreds
of custom landing pages, then solve the problem by putting
those PPC landing pages within a single directory like:

http://typewriter-repair.com/PPC/olivetti-repair.html

http://typewriter-repair.com/PPC/smith-corona-repair.html

http://typewriter-repair.com/PPC/ibm-selectric-repair.html

Then create and post a robots.txt file that tells spiders to
stay out of that directory

User-agent: *

Disallow: /PPC/

For organic SEO you would always make brand focused pages
with UNIQUE content about each of the brands by discussing
peculiarities of each brand and specific known problems with
those brands that often require repairs and optimize for
organic SEO and encouraging spiders crawl and index them.

The key is to tell spiders to stay away from the repetitive
PPC focused pages. That way, you have PPC clickthrough pages
that reflect EXACTLY the ad visitors clicked on but won’t
suffer the duplicate content penalty. Because you WILL be
penalized in organic rankings if you put up dozens of pages
with only brand name differences in the text – even if you
didn’t intend it as phony spider food done just for organic
ranking purposes.

Keeping the spiders out of PPC focused pages is wise for
another reason – You may want to create PPC landing pages
for short term sales, close-outs, one of a kind items that
will sell out or if you stop repairing a particular brand.
You don’t want those pages indexed and then later delete
them from your server because when spiders return to find
that page deleted later, you suffer in rankings because you
have missing pages without redirects.

Best to keep the spiders out of PPC landing pages entirely
if they are only there for PPC purposes. If you are using
the multiple page technique for organic ranking purposes,
then you WILL be penalized. Best mark PPC pages with the
<META NAME=”ROBOTS” CONTENT=”NOINDEX,NOFOLLOW”> tag or…

Create a PPC section on your site within a PPC directory
and then post robots.txt file telling spiders to stay out
of a directory like:

User-agent: *

Disallow: /PPC/

The search engine ranking game gets more complex as your
site grows and PPC marketing campaigns can conflict with
organic search engine ranking strategies. Avoid duplicate
content penalties by restricting PPC landing pages from
spiders and prevent them ever being indexed.

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