Can you buy in content for your site?

Yesterday I mentioned a company which had ‘inherited‘ some genuinely productive content from another site. This is a great way to add content to your site, perhaps from another site owned by your company, or even by buying a site. However, it’s really important to do it properly.

If you’re putting the content on your domain, the worst thing you can do is just to copy it over and leave the original content in place. This will be classed as ‘duplicate content’, which will not rank highly (or at all) and worse, will count negatively against your site. The next worst thing you can do is to copy the content and delete the originals. This will mean you’re ‘starting again’, rather than inheriting the original content’s strength in the Google results, as any links to the original content will now be broken, and its history lost.

The correct approach is to copy the content on to your site, and at the same time, set up ‘301 redirects’ from the originals. If you don’t know how to do this, any half-decent web designer should be able to help you.

In this way, you can transfer and add the complete history and goodwill of another page, or site, to your own. It’s surprisingly easy to find old sites which are just wasting away, but which have some good content on them that you could incorporate into yours. You might also be surprised at how little some website owners are happy to accept for their sites.

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