What is duplicate content?
Duplicate content is content that appears on the Internet in more than one place. That “one place” is defined as a location with a unique website address (URL) – so, if the same content appears at more than one web address, you’ve got duplicate content.
While not technically a penalty, duplicate content can still sometimes impact search engine rankings. When there are multiple pieces of, as Google calls it, “appreciably similar” content in more than one location on the Internet, it can be difficult for search engines to decide which version is more relevant to a given search query.
Why does duplicate content matter?
For search engines
Duplicate content can present three main issues for search engines:
- They don’t know which version(s) to include/exclude from their indices.
- They don’t know whether to direct the link metrics (trust, authority, anchor text, link equity, etc.) to one page, or keep it separated between multiple versions.
- They don’t know which version(s) to rank for query results.
For site owners
When duplicate content is present, site owners can suffer rankings and traffic losses. These losses often stem from two main problems:
- To provide the best search experience, search engines will rarely show multiple versions of the same content, and thus are forced to choose which version is most likely to be the best result. This dilutes the visibility of each of the duplicates.
- Link equity can be further diluted because other sites have to choose between the duplicates as well. instead of all inbound links pointing to one piece of content, they link to multiple pieces, spreading the link equity among the duplicates. Because inbound links are a ranking factor, this can then impact the search visibility of a piece of content.
- Lectures 0
- Quizzes 0
- Duration 50 hours
- Skill level All levels
- Language English
- Students 0
- Assessments Yes