A brief guide to duplicate content in 2023: what causes it, what impact it has, and how close is too close.
The year is 2023, and people are still heavily divided into two camps when it comes to duplicate content; those who panic unnecessarily, and those who could really do with panicking a bit more. I’ve come across people who will rewrite an individual sentence if it’s too close to that on another page of their site, and I’ve come across others who will happily duplicate an entire website, no shits (or canonical tags) given (!).
If you’re even reading this blog in the first place, you probably fall into the former category.
There’s still a lot of confusion surrounding the topic, including how close is too close, how much impact it really has, and probably most commonly, over what normally causes duplicate content issues.
What is duplicate content?
Duplicate content is simply content that appears online in more than one place, and that could be between pages of your own website, or between your site and another web page.
When there is more than one version of a piece of content – either identical or very similar – Google sometimes struggles to understand which version to rank. In theory, if you have a piece of content that is yours, and you published first, and have a more authoritative site, Google should prioritise yours. However, Google is notoriously bad for getting it wrong.
How much of a big deal is it?
You’ll hear people talk of a duplicate content penalty, but in...
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