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Creating original, useful and informative content on website one of the basic prerequisites is to position yourself well in search results. However, it often happens that the content of the site is downloaded and published at other addresses, or that the same content is linked to different URLs on the site itself. That's how it comes to be duplicate content (duplicate content). A phenomenon that can be disastrous for the results of your site.

Duplicate content it may exist because the site owner intentionally created it, it may be the result of plagiarism, or it may appear as a side effect of poor website management.


What is Duplicate content?

Duplicate content is content that is available at multiple URLs. Because more than one URL displays the same content, search engines don't know which URL to rank higher in search results. 

When e.g. Google encounters the same content on a site, or multiple sites, the algorithm decides which content to rank. And it is not uncommon for that to happen Google ranks wrong content.


The first question that arises is whether Google may penalize the site for this. In fact, you will never be notified that you have been punished for this issue. However, this does not mean that your site will not be penalized for having the same or similar content on multiple pages or even on multiple sites.

"Duplicate content on a site is not the basis for action on that site unless it appears to be intended to be misleading and to manipulate search engine results. If your site is suffering from duplicate content issues and you are not following the tips provided, we will choose the version of the content to display in our search results. " say from Google-about this problem.


Duplicate content it can be external or internal

In the event that copies of the content appear outside the site where the original or canonical version was published, it is an external duplicate content. 

Internal duplication of content includes copies of content that appears on your site. In some cases, this may be intentional if the site owner reuses certain text, word for word, in multiple places on the site. In other cases, internal duplication of content is something that happens as a result of using template text. 

For search engines, a URL is a unique identifier for specific content. Understanding this URL concept also helps to better understand the problem of duplicate content.


Classic stores are a classic example. To add text to many product pages, template text is often used for each page. The problem arises when this content is not sufficiently edited on each page, resulting in a large number of pages that, in addition to a brief description of the product, contain exactly the same text.


Why prevent duplication of content on the site?

First, duplicate content can be detrimental to site rankings. If search engines do not know which page to favor in search results, all pages that search engines see as duplicates will be at risk of being ranked lower. 

Duplicate content will harm your ranking. At the very least, search engines won’t know which page to suggest to users. And as a result, all the pages that these search engines see as duplicates are in danger of being ranked lower. 

So, if you want your content to be ranked, it is really important to ensure that each page offers a decent amount of unique content.


How to solve the problem?

When URLs need to remain available to visitors, you can't use redirection, but you can canonical URL or no index metatag robots.txt, which tells search engines not to index the page.


Carefully choose the way you will solve the problem of duplicate content, because they all have their advantages and disadvantages.

There are a number of reasons for duplicate content, most of which are technical in nature. In one of the following texts, we will deal with this side of technical SEO.


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Made by Nebojsa Radovanovic - SEO Expert @Digitizer

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