Plugin to duplicate CMS pages, changing the location

[birdmarketing]

Hi all,

We have recently noticed a rise in local business websites using a plugin to duplicate hundreds of pages changing only the location in the h1 tag and the page description, we're pretty sure this is a black hat technique allowing them to rank for all locations (although the duplicate page content must not be doing them any favours). An example of this is http://www.essexcarrecovery.co.uk

We would like to know what plugin they are using as we think there may be better ways to use this, we may be able to create original location pages faster than we do now? Also why does not seem to be too detrimental to the businesses SEO as surely this method should be damaging?

[MiriamEllis]

Hi There -

While I'm not sure of the plugin you're citing, you are right to suspect that cloning hundreds of thin or duplicative pages would not be a strategy any good Local SEO would recommend, particularly in light of Google's recent doorway pages announcement (see: http://moz.com/community/q/how-google-s-doorway-pages-update-affects-local-seo). Loading any site down with this kind of content would not be a smart move, and my recommendation would be to devote the bulk of your resources of both time and funding to carefully crafting the highest quality content for your relevant topics, whether these are local landing pages, blog posts or what have you. I would caution you against looking for a fast solution here. A better goal would be mining deep for quality, however long this might take.

Additionally, it's good to remember that just because a competitor seems to be benefiting from a spammy practice, it's not really a good idea to model your marketing on this. Google can't see everything all at once, but when they finally do see something they don't like, punitive action can happen overnight. I think the best way to look at this is that competitors who are spamming are actually in a weak position. They are putting their visibility at risk, while you, taking the high road, are securing your future.