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Inbound Industry Report: November 20, 2011

Top marketing news, articles and tips from the third week of November 2011. 


Duplicate Content in a Post-Panda World is Dr. Peter J. Meyers’ (@dr_pete) attempt to offer “a complete discussion of what duplicate content is, how it happens, how to diagnose it, and how to fix it”—particularly with Google’s Panda algorithm updates in mind. In the article, Dr. Pete explains: 

  • Why you may have duplicate content on your site without knowing it.
  • Common instances of duplicate content.
  • How to find duplicate content on your site.
  • How duplicate content impacts a site’s ability to rank in search engines.
  • Different types of duplicate content—true duplicates, near duplicates and cross-domain duplicates.
  • How to fix duplicate content issues using redirects, coding, Google Webmaster Tools, Bing Webmaster Central and smart linking practices.

SEO & Content

In Mapping Keywords to Content for Maximum Impact, a Whiteboard Friday video, Rand Fishkin (@randfish) explains why keyword analyses, on-page SEO and content strategy must go hand-in-hand. He offers a step-by-step guide to get your team and keyword strategy in line.

  • Start with a complete list of target keywords.
  • Map keywords to existing content, considering: relevance, user intent and conversion goals.
  • Determine when multiple keywords can effectively be targeted on a single page, versus needing multiple pages.
  • Finally, use your map to go off and create the content that will be valuable to users, and findable through search.

Media & Business Strategy 

Newspapers’ Digital Apostle is a New York Times feature on John Paton, chief executive officer of MediaNews Group (by circulation, the second-largest newspaper chain in the United States). In this look at the business of news, reporter David Carr (@carr2n) explores how Paton intends to turn his collection of papers into viable, profitable publications once again.

Driven by a belief that “if newspapers are to survive, they will all but have to set themselves on fire, eventually forsaking print and becoming digital news operations,” Paton is focused on profitability, efficiency in operations and quality content development. Following are some of the changes Paton has implemented to help move MediaNews properties from print to digital. 

  • Digital advertising is offered without a required investment in print.
  • Centralized production of  “common content”­—such as that from wire services and national reports—rather than having editors at each individual publication dedicated to the task.
  • Community members, bloggers, etc. are invited to contribute content to their local papers.
  • Reporters have been given Flip cameras, and traditional publishing software has been switched out for web-based publishing tools, to streamline digital content production.

What’s fascinating about this article is that even though it’s specific to the publishing industry, I believe that this kind of overhaul is needed for nearly any business to thrive in our digitally driven business world. 

In the News… 

Google revealed a new version of Analytics, complete with a new interface and easy access to additional reports. One thing that stuck out to me was its heavy focus on social engagement, bringing this aspect of visitor behavior to the forefront. For tips on integrating the on-site tracking you’ll need to take advantage of this insight, see Google Analytics Gets Social Engagement Reporting by Daniel Waisberg (@danielwaisberg).

What were your top marketing stories of the week? Comments are open for your opinions.

Laurel Miltner is the assistant vice president at PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow Laurel on Twitter: @laurelmackenzie.

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