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Duplicate Content Outranking - Biggest SEO Signal

Duplicate Content Outranking - Biggest SEO Signal.Google's mission statement is to provide relevant search results for their users. They are tryi...

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    Google's mission statement is to provide relevant search results for their users. 

    They are trying to do what is best for the user, so they want to give them an answer fast. 

    A lot of times this means duplicating content across different pages on the same site.

    Duplicate Content Outranking - Biggest SEO Signal

    This actually confuses many webmasters because many people think that Google will penalize you if you duplicate content. 

    however that is not true at all -- in most cases it can even help your rankings!

    What does Google consider Duplicate Content?

    Duplicate content is bad if it serves no purpose and has no added value whatsoever (see paragraph below). 

    When you use the same exact block of text across multiple pages, with nothing added or changed, then Google may consider it as "duplicate content".

    A perfect example of this is if you have a product page, and then you have another brand new product page that looks exactly the same as the first one. 

    If your web pages are essentially identical then Google will probably consider it to be duplicate content.

    Also, if you do not include a canonical link on pages with similar or duplicate content, then that can also create problems for your site. 

    If Google sees these two or more pages and they all point to the same URL (and there is no canonicals), then they typically want to index just one version of that URL and will probably pick the original/main page as the most relevant. 

    So make sure to implement canonical when you see those types of issues.

    How can you avoid duplicate content penalties?

    The best way to avoid a penalty from Google is to not have your users click on any of the results -- that might sound a bit confusing, so let me explain. 

    If you have one page with all the information about a topic and then you have a second page that has essentially identical information but includes some additional video or photos, then that's perfectly fine! 

    Google knows these are different pages and will treat them as such because they have different URLs and added value to users.

    In fact, I use this exact tactic here on my blog to include extra videos for readers looking for more info:

    What if someone links to both versions of your page? it affect your rankings?

    If someone links to both versions of your page then it can be confusing, but Google typically wants to index the most relevant version of that URL. 

    So if they see these two or more pages and they all point to the same URL (and there is no canonicals), then they typically want to index just one version of that URL and will probably pick the original/main page as the most relevant.

    How To Use Canonical Tag To Avoid Duplicate Content Penalties

    Duplicate content is bad only when it serves no purpose whatsoever (or when someone tries to game the system). 

    This also applies to two pages having substantially similar content but with some minor differences in the text (brand names, product names, place names) or in images (logos, banners).

    If you're in doubt whether your content is substantially similar to other pages on your site or on some other sites, here are a few questions that will help you find out:

    Would another site benefit by having this page? 

    Would sharing two URLs rather than one confuse users? 

    Would sharing two URLs provide additional value to users who might not otherwise find it?

    You should answer "YES" to all three questions before creating duplicate content. 

    If any of the answers is "NO", then you need to check if the existing URL is relevant and unique enough for inclusion on SERPs. 

    If it has no SEO value at all , then it's better that you get two new pages instead.

    One way to avoid duplicate content on your site is to implement the canonical link element in the <head> section on all pages having similar or identical content. 

    This tells Google not to index them on SERPs but instead choose one canonical version of each URL and index it only on SERPs.

    To find out if some of your URLs are indexed, go to any keywords you rank for (if they're branded search for brand name + keyword) and type "link:www.yourdomain.com/" (without quotes) into Google search. 

    If one of your URLs appears, make sure it has added value (in mentioned above questions). If it doesn't, then it's worth considering removing this page from SERPs.

    How Duplicate Content Might Be The Reason For Low Rankings?

    Low rankings can also be due to many factors outside of duplicate content - poor user experience, bad UX, slow website speed etc. 

    But when talking about high rankings in search engines, there are two common issues/mistakes webmasters make when dealing with similar content on their sites.

    Not implementing the canonical link element in the <head> section on all pages having similar or identical content. 

    This tells Google not to index them on SERPs but instead choose one canonical version of each URL and index it only on SERPs. 

    Not checking external backlinks pointing to similar/identical pages on your site and either getting rid of such links or implementing canonical tags. 

    If someone is linking to two URLs with the same content then that might not be a problem (unless both these URLs rank for your targeted keywords). 

    However, if you find some high-quality sites that are linking to multiple taxonomies with the same text (for example: link1, link2) then I'd recommend removing at least all duplicates from search engine listings.

    Bottom Line :

    Duplicate content can't really be perceived as a good or bad signal. It's like asking if the sky is blue, there are no right/wrong answers to such questions (unless you're color blind). 

    Duplicate content doesn't help Google understand your site better - that's why it tells Google not to index all pages having similar or identical content. 

    When dealing with similar/identical pages on your own site, make sure they have added value (unique page titles, unique meta descriptions etc.) and don't forget about implementing the canonical link element in the <head> section on all of them. 

    As I mentioned before, sometimes low rankings can be due to many factors but duplicate content might also be one of them . 

    Just make sure that when you do come acrossoptimized/overly optimized SEO audit of your website, you understand what is considered good and what also might be an issue.

    Keep reading more about Duplicate Content Outranking.

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