mattstephenskc
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- Jan 26, 2022
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As usual, a practical concern in my work has given rise to a strategic, technical question, because I need to know how to proceed.
The concern is that we maintain professional profiles and bios for attorneys in dozens of listings across the web in addition to their bio pages on our website.
I understand the importance of consistent NAP/citations and maximizing link-building opportunities. I'm curious whether the written biographical summary matters at all, from a search perspective, on the directory practitioner pages—particularly those on business directory sites (not integrated with Google, Bing, etc), like lawyers.com (for attorneys), psychologytoday.com (for therapists), zocdoc.com (for physicians), or usnews.com (for all the various business categories).
There are a few aspects of this that concern me:
1. SERP competition. These sites/listings are our competitors—often our biggest ones—in SERPs. They're money-suckers if they win, so we don't want them outperforming us in organic results.
2. Backlink value. That said, they're often some of our most authoritative backlink/DA/DR sources because of their SEO rockstardom. So we're stuck in a sort of "complicated" relationship.
3. Narrative consistency. That's probably not the right technical term, but I wonder if the similarities between narrative content on the directory sites and our own website improve our site's authority (similar to the way citations do), maybe as long as they aren't verbatim duplicates.
4. Duplicate content. On the other hand, is bio summary copy that is verbatim or very similar among directory profiles and website profiles a redundancy concern from an algorithmic standpoint?
Are any of these even significant enough to worry about? We have to write something for 25 professionals times, say, 25 sites. So I'd like to make sure we're doing the best we can with them.
Thanks again for entertaining my complex reasoning undergirded by technical ignorance. (-:
The concern is that we maintain professional profiles and bios for attorneys in dozens of listings across the web in addition to their bio pages on our website.
I understand the importance of consistent NAP/citations and maximizing link-building opportunities. I'm curious whether the written biographical summary matters at all, from a search perspective, on the directory practitioner pages—particularly those on business directory sites (not integrated with Google, Bing, etc), like lawyers.com (for attorneys), psychologytoday.com (for therapists), zocdoc.com (for physicians), or usnews.com (for all the various business categories).
There are a few aspects of this that concern me:
1. SERP competition. These sites/listings are our competitors—often our biggest ones—in SERPs. They're money-suckers if they win, so we don't want them outperforming us in organic results.
2. Backlink value. That said, they're often some of our most authoritative backlink/DA/DR sources because of their SEO rockstardom. So we're stuck in a sort of "complicated" relationship.
3. Narrative consistency. That's probably not the right technical term, but I wonder if the similarities between narrative content on the directory sites and our own website improve our site's authority (similar to the way citations do), maybe as long as they aren't verbatim duplicates.
4. Duplicate content. On the other hand, is bio summary copy that is verbatim or very similar among directory profiles and website profiles a redundancy concern from an algorithmic standpoint?
Are any of these even significant enough to worry about? We have to write something for 25 professionals times, say, 25 sites. So I'd like to make sure we're doing the best we can with them.
Thanks again for entertaining my complex reasoning undergirded by technical ignorance. (-:
