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Same Ol’ Same Ol’!!!!

If you’re intrigued by snappy titles, the above might not work terribly well, hook-wise. Long on honesty, short on excitement.

Oddly enough, it really does describe much of what harried website proprietors wind up being forced to deliver. If they try to use news services or RSS feeds to pep up the pages that have been sitting there unchanged for the last six months, they discover that what worked so well for newspapers in the 20th Century just doesn’t any longer.

Shared content used to be a basic ingredient for daily newspaper editors, who unashamedly ran Associated Press (AP) or Hearst syndicate slugs over much of their product. Their readers were, after all, expecting the latest news, and in all but the largest cities their choice among dailies was often non-existent. News syndicates thrived.

The syndication service solution continued to work up until the Sixties.  This was before the Internet, and even before TV news divisions figured out how to take over as the prime news medium (just delay broadcasting the evening newcast until Dad got home from work).

But for today’s website owner, using a syndication strategy to freshen up their site is even less effective than it is for a newspaper publisher. If they have to announce that their site carries the same information available elsewhere, the chances are readers won’t even be able to find them in the first place.  Every day the search engines scan and file the current content; if it finds new content that’s widely available elsewhere, there’s no reason to recommend one of these sites over any of the others. Certainly not on the valuable first page of search results.

That’s not all. If Google or Bing run into old duplicated content, they might just downgrade the whole site.  And search engine robots have long and excellent memories…

But just as Rust Never Sleeps, evolution and ingenuity don’t, either. Enter PLR.

The Private Label Rights format gives anyone who puts out a website or blog the right to use PLR material without having to tip their hand that a shared resource is present. Because credit is not demanded by the PLR providers, the actual content they provide can be altered in any way their client subscribers (who are actually more like editors) wish: localized, temporalized, personalized, or any other ized they choose. Some PLR services make that easier than others, and the best of them keep their circulation so microscopic that they stay under the search engines’ duplication threshhold. But in varying degrees, all serious Private Label Rights services give the search engines and readers exactly what they are looking for: new and relevant information that illuminates its subject matter in an engaging style.

With all due respect, I don’t think William Randolph Hearst would have appreciated the competition from PLR one little bit. (That is, until he decided to take over the industry himself).

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