Duplicate Content in SEO: The Double-Edged Sword of SEO

Ryan Bednar

Ryan Bednar

05 / 22 / 2023

Duplicate Content in SEO: The Double-Edged Sword of SEO

Ryan Bednar

05 / 22 / 2023

RankScience is the #1 trusted agency to grow SEO traffic for venture-backed Silicon Valley startups.

Get a Free 30m SEO Strategy Session

It’s time we chat about the uncanny beast of SEO – Duplicate Content. Much like a vampire looking into a mirror, duplicate content is a reflection that search engines, unfortunately, do not appreciate. At its best, it can work against your SEO goals, and at its worst, it can lead to penalties from search engines. A content cocktail that no digital marketer or startup founder wants to sip.

What is Duplicate Content?

Imagine you’re at a party. Everyone is telling unique, fascinating stories, except for one individual who keeps repeating the same story. Eventually, people start to tune out. That’s exactly how search engines feel about duplicate content. In the realm of SEO, duplicate content refers to large chunks of identical or substantially similar content appearing on the internet in more than one place.

That ‘one place’ is important. It could refer to content within the same domain (like two pages on your website) or across different domains (like your blog post copied verbatim on another website). Search engines like Google are programmed to value originality, much like we value a captivating storyteller at a party. So, when they see a duplicated story, they say, “Enough is enough!” and either lower your search ranking or, in extreme cases, remove your website from their index.

The Double Trouble of Duplicate Content

“But wait!” you say, “I didn’t knowingly copy content from another site.” And perhaps you didn’t. But duplicate content can sneak up on you like a ninja in the night. It can happen due to technical issues like session IDs, printer-friendly versions of pages, or due to issues like URL parameters. Also, if you have syndicated content without a canonical tag, or run an e-commerce site with multiple URLs pointing to the same product page, then congratulations, you’re in the duplicate content zone!

Solving the Duplicate Content Conundrum

Thankfully, solving the duplicate content problem isn’t as tough as catching a ninja. Here are some strategies:

1. Canonicalization:

Canonical tags (rel=”canonical”) tell search engines that a specific URL represents the master copy of a page. By using the canonical tag, you prevent problems caused by identical or “duplicate” content appearing on multiple URLs.

2. 301 Redirects:

If you have restructured your website and have multiple URLs for the same content, you can use a 301 redirect, which is the equivalent of a change of address card for websites. It tells search engines that the page has moved and redirects users (and search engines) to the correct page.

3. Consistent Internal Linking:

Inconsistent internal linking can lead to the perception of duplicate content. For instance, if you sometimes link to the http version of a page and sometimes to the https version, search engines may see these as separate and duplicate pages.

4. Unique Product Descriptions:

If you’re running an e-commerce store, write unique product descriptions for each item. Yes, it’s a bit more work, but it can help your SEO immensely.

5. Leverage Tools Like Contentedge and ChatGPT:

Consider using AI models like Contentedge, or ChatGPT by OpenAI to draft and produce original content. These innovative tools produce a cornucopia of interesting content. Feed them prompts, and it will provide unique, high-quality text. Think of it as an inexhaustible content creator that never sleeps. It’s an excellent solution for creating engaging, SEO-friendly blog posts, product descriptions, and other web content, without the worry of duplicity. You need to do unique keyword research and come up with creative prompts for this to work well, however. 

So, there you have it. Duplicate content in SEO is a perilous pitfall but with these strategies and tools, you can sidestep the trap and keep your website on the good side




Hit Enter to search or Esc key to close