Beginning with a content assessment, we discovered online programs available through the University of Central Oklahoma’s Connected Campus contained duplicate or nearly duplicate content pulled from the on-campus program pages.
Concentrations for certain programs—the online MPA in Urban Management and the online MPA in Public and Nonprofit Management, for example—also contained nearly identical copies, as did two online MBA program pages. We also noticed that for tracked keyword phrases, Google chose to rank the on-campus program over the online program page.
Along with duplicate content, many program pages had short or thin content that relied on links to PDF documents or an interactive widget for additional information. A crawl of the site found that many of these pages were being flagged for low text-to-HTML ratios. To the search engines, pages containing 10% or less text appear less authoritative and are perceived as providing less substantial information to the user.