Duplicate content refers to content that is either entirely identical or very similar to other content found on other websites, as well as different pages on the same site. Doesn’t sound like a big issue? Well, I’m afraid in SEO that is certainly not the case and to cut a long story short. could result in lower rankings in search results for your website.
Why is duplicate content important?
When it comes to duplicate content, search engines won’t know which version of the content to include (or remove) from their indices. In addition to this they don’t know whether to direct the associated link metrics to one page or split between multiple, as well as which version to rank for query results. However, its importance doesn’t stop there. As for site owners, this means the visibility of their content will likely be diluted and won’t achieve the search visibility it ordinarily would have.
Why duplicate content is a problem?
- Confuses search engines
Duplicate content confuses search engines as they struggle to determine which of the content is the most authoritative.
- Dilutes ranking potential
Ranking potential is diluted as a direct result of search engines being unable to determine which version is most relevant, meaning it’s harder for any of the duplicate content to rank highly.
- User experience
Multiple versions of the same content causes confusion and distrust amongst users, making it harder for them to source the information they’re looking for - which ultimately has a direct impact on user experience.
- Potential penalties
As it stands, there is no official penalty for duplicating content. However, we are to assume that sites doing so could face repercussions such as lower rankings or even removal from the search results altogether.
Best practices to avoid duplication
To avoid duplicating content and getting the thumbs up from search engines, there are a few simple and crucial things you can do:
- Create unique content - this sounds obvious, but this is an important one, your content must be original
- Use Canonical URLs - slightly more technical but Canonical URLs can tell search engines which is the preferred page and consolidate duplicate content
- Use redirect URLs - direct users and search engines away from old or duplicate content by implementing 301 redirects
- Monitor content - it’s important that you complete regular audits so that you can identify any duplicate content and make any necessary changes
If duplicate content is something you may need support with, our team of SEO training experts can help.