Duplicate content
The same or very similar content appearing at more than one address within a site or on different sites.
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Why it matters
Duplicate content is usually not a reason for a penalty, but the search engine chooses which version to show and signals are split between versions. Copies created for technical reasons are consolidated with canonical tags and redirects. Content copied from other sites, on the other hand, lowers the site's value.
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Example
On a shop, the same product is published at separate addresses for each colour with almost identical text. Once the colour pages point to the main product page as canonical, a single product page appears in search results.
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Common mistake
Using the manufacturer's product description word for word, like hundreds of other shops. Original descriptions based on experience set the product page apart from competitors.
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Related terms
Related services and guides
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