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.

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Is a PPC search engine worth my time? I have seen the ads for PPC search engines and have often wondered if the advertising was worth it. The truth is that there are pros and cons to it, but that there are some things anyone thinking about using PPC should be aware of. Knowing how PPC search engines work makes it easier to use them effectively or decide if they are not for you or your website.

PPC search engines are also known as pay per click search engines. They allow you to advertise your website on their search pages based on a particular keyword or phrase. You do not pay for the ad except when someone clicks on it and is directed to your website directly from the search. You pay each time someone clicks on your ad, so they are known as pay per click, or PPC search engines.

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