We all know you shouldn’t copy someone else’s homework, but did you know that copying someone else’s website word-for-word is also a big no-go?
Obviously, copy-and-pasting someone else’s words without credit is plagiarism, but it can also affect your SEO efforts, holding your website back in search results and making it harder for Google to understand which version to show.
‘Duplicate content’ is an issue we come across time and again, and lots of small businesses don’t even realise they’ve got it on their site. The good news is that (with the right strategy and a few good SEO tips and tricks), duplicate content is easy to fix and course correct.
Here’s the redrose.digital guide to duplicate content, including what it is, why it matters, and how to clean up your entire site.
What is duplicate content?
The term ‘duplicate content’ refers to the same (or very similar) text appearing in more than one place on the internet. It might be copied on multiple pages of the same site, or it might be duplicated across multiple sites.
There are two main types of duplicate content in SEO:
- Internal duplication is when the same copy pops up on multiple pages of your own site. So for example you might have a set of service pages that all use the same basic, introductory or regulatory content with a few minor variations (e.g. the location or type of service is swapped).
- External duplication is where content from another source appears on your site (e.g. pulled from another website). It can be copied word-for-word, or just slightly reworded.
Based on those simple definitions, you can see how duplicate content can happen by accident, very easily. Lots of small businesses and trade sites reuse standard text to save time and keep things simple.
However, significant overlaps, such as identical product descriptions across different sites, can make it harder for Google to determine which version should appear first.
Why is duplicate content a problem?
The challenge with duplicate content comes down to clarity. Google scans websites to figure out which page offers the most useful and relevant information. If several pages say the same thing, Google may simply pick one version to display, resulting in the other pages being overlooked.
Within your own site, too much repetition can spread your visibility thin. If several pages use the same copy, Google might divide traffic between them instead of ranking one page clearly.
Having the same, repeated copy on your site can affect the way your customers see your business. This part isn’t even so much about SEO: it can look lazy, seem like a lack of attention, and sound generic.
For example, a recent client of ours simply copied all the product descriptions from the supplier’s catalogue, thinking this would be quick, simple, and accurate.
The problem was that dozens of competitors had done the same, so Google couldn’t tell which version came first or deserved to rank. A small amount of reused text isn’t a big issue, but too much similarity across pages can limit how well each one performs.
On the other hand, having original, new content (that might quote or repurpose items from the source) is a signal of expertise, experience and authority for Google and potential customers alike. It shows that you know your stuff and can stand above competitors.
Common duplicate content mistakes
When you’ve got hundreds of other things to do with your business, it’s easy for duplicate content to slip through the cracks and start cropping up across your site before you even know it.
Here are some of the most common types of duplicate content we’ve spotted:
Copied product descriptions
If you’re in the trade or e-commerce space, chances are you deal with manufacturers and suppliers who have a website of their own. There’s probably a whole set of descriptions that match the products you’re selling, perfectly summing up the details, and it’s tempting to copy them over to make sure you’ve got everything correct.
The problem is that the original website is probably already ‘indexed’ by Google: this means that they’ve recorded the wording and registered that the supplier site is the original author. So, your version that comes later won’t be seen as unique.
Reusing boilerplate text
Having standard, regulatory copy can be important for lots of trades. However, copying the same lines and phrases over and over again on different website pages can make them look repetitive to Google. It’s ok to do this a couple of times as needed, but try and avoid recycling the same lines on every single page.
Creating similar pages
When launching new locations or services, lots of businesses simply copy an existing page and change a few words (for example swapping a town name, or adding a few words). It’s fine to use an existing page as a template, but if most of the copy stays the same, Google may treat them as duplicates and only show one in results. Reworking the copy is the best way to get both pages to perform well.
All of these issues are easy to fix once you spot them, and the best place to start is with a content audit by the redrose.digital team!
How to fix duplicate content: the Do’s
So, now you know all the reasons you need to get rid of your site’s duplicated content… but how?
There are a few straightforward steps that can clean up your website and help it perform better, pretty quickly:
Do: run a content audit
Get a specialist in SEO and content (like the fractional outsourced service we offer) to run a content audit. We’ll use industry tools to list and crawl your pages. From there, we’ll identify pages with similar titles and topics, and pick up a list of items that need to be tweaked.
This is actually how we usually start projects with our clients at redrose.digital: it helps us understand the website, see where content overlaps, and spot opportunities to build new pages.
Do: rewrite duplicated sections
Even a few small tweaks or added details can help Google see each page as unique. For trade businesses, this often involves adding local details, client testimonials and work examples, or content about recent projects.
Do: use canonical tags
Any SEO specialist will tell you the power of a well-placed canonical tag. If you really need to keep two similar pages (for example, if you’ve got the same product appearing in two different categories), a canonical tag added to the page will tell Google which one is the ‘main’ one, and will direct traffic to that one and rank it higher.
The Don’ts of managing duplicate content
How to avoid duplicate content comes down to staying consistent with your SEO and resisting shortcuts (no matter how tempting they are!).
Don’t: copy your competitors
Even if it says exactly what you want to, don’t copy how your competitors have worded their website copy. This also goes for suppliers, manufacturers and other websites in your space.
Google’s algorithms are pretty good at spotting repeated wording, so it’s best to write it in your own voice. If you need to, take your inspiration from the structure and layout of information, rather than specific sentences.
Don’t: keyword stuff
If you’re doing your own SEO, it can be tempting to throw in as many keywords as possible to make your page rank better. However, trying to differentiate pages by repeating the same keywords in different orders (e.g. landscaping Milton Keynes, Milton Keynes landscaping, landscaping in Milton Keynes) won’t help.
Your content will be harder to read for users, and Google’s systems may simply skip over pages that feel repetitive.
Don’t: ignore duplicate content!
The odd sentence here and there might seem harmless, but these overlaps add up. Regular reviews of your content, and a robust audit to start with, help you build a healthy website for your customers. Once you’ve got unique, SEO-friendly content, you’ll be able to focus on growing your business and attracting more jobs online.
Book a redrose.digital content audit and find out what’s holding your site back
Duplicate content might sound a bit technical, but fixing it and building your site up is really all about clarity, originality and strategy. If your website has useful content on every page, it makes sense that both customers and search engines will give you more attention.
For local businesses and trades, that attention can be the difference between your website sitting unnoticed on page three and getting steady enquiries from clients landing on your site or Google Business profile. If you think you might be repeating yourself on your website (or want to make sure you don’t), redrose.digital can help.
Book a consultation with redrose.digital to review and clean up your website content.