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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 perfect

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

ly 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 cli

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

kthroughs 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 re

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

air, 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 keywo

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

d 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 s

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ngle 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 mode

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

l 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

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

n 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 tho

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

e 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="ROB</div><div class="t2">and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ</div><div class="t1">TS" 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,

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

hen 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/

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

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

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

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

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

tay 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 ranking

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

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

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

eason - 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

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

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 PP

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

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 o

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

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 cam

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

aigns 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.

Copyright © October 30, 2005 by Mike Banks Valentin

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Following up on networking is crucial. Many small business owners don't follow up either because they don't know what to do or feel they need to do too much. Two networking follow up experts tell you how to follow up easily and effectively.

There is an old saying - you never get a second chance to make a first impression. I don't really know whether it is true or not. Many old cliches have a way of hanging around for years and no one ever questions them. Point is, first impressions are important especially in business.

Hard charging sales men out to conquer the battlefield, slay the competition dragon and slaughter their customers thru raping and pillaging with their high testosterone displacement do not necessarily make more sales.

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