• Searchlight, Thursday, May 15, 2008 12:49 PM

Online retailers face some of the most nagging duplicate content issues because by default, there may be three, 300, or 3,000 competitors shilling the same product that they do. With 300 product pages highlighting the "Belkin 715 Rewritable Disk Drive," how is a search engine supposed to differentiate--let alone rank--which one is most relevant for a query?

Brian R. Brown says that e-tailers have to choose the products, pages and keywords that they want to rank most highly for and lavish them with attention. Try adding customer testimonials or reviews to these pages, or developing custom introductory or summary copy.

"Give your important pages that extra love and attention to help differentiate them from the masses," Brown says. "Better yet, find ways to make this about more than just search, but speak to the human side of things as well."

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