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Duplicate content

Duplicate content can be like having an invisible twin to one of your landing pages, causing confusion for search engines like Google. Here you can learn more about duplicate content - what it is, why it's problematic and most importantly: How to avoid it.

Adam Ketelsen
- SEO-specialist
Last updated: Jul 24. 2023

What is duplicate content?

Imagine you've finally cracked the code to your favorite cake recipe. You share the recipe with your friend and he decides to bake the cake for his birthday. You proudly tell the party that it's your recipe, but he takes credit for it too. Now the birthday party is scratching their heads in confusion. Who came up with the recipe?

This is the same as duplicate content on the internet. It's when the same content is found on multiple landing pages and websites.

The problem with duplicate content is that search engines like Google can have a hard time deciding which version is the original or most valuable. If there are multiple identical recipes out there, the search engine may only show one version in their search results or even downrank both.

To avoid this, it's best to create original content that stands out. Think about adding your own personal flavor to the recipe or giving it a unique twist.

How duplicate content can occur

To understand how duplicate content can occur, it's important to distinguish between internal and external causes - which are either consciously or unconsciously copied.

Internally duplicated content

Your website should only be accessible in one way:
If your website can be accessed both with and without "www" in the URL, there is a high probability of duplicate content.

You have multiple versions of the same product page:
If you have multiple versions of the same product pages that appear under different categories, duplicate content can occur. It's important to make sure your products have the same URL - no matter which categories they belong to and how many.

You have sorting and filtering on your products:
If your users can sort and filter your products on the website, it can create new pages with different URLs but with the same content. Therefore, it's important to have your web developer add a canonical tag to all duplicate pages to help search engines like Google understand that the content is original.

You have a printer-friendly version of your page with its own URL:
You should make sure that the printer-friendly page is not intercepted and displayed by Google, as the printer-friendly page has the same content as your original page.

Externally duplicated content

Others have copied your content:
If others have been inspired too much by your content - consciously or unconsciously, the content will have been duplicated. Therefore, you should contact them and ask them to remove your content from their website.

You have copied someone else's content:
If you have accidentally copied content from others without permission, the content will also be duplicated. Therefore, it's best to avoid copying from others, but use it for inspiration and write your own unique content.

You have not rewritten the product description from your supplier:
If you have received a product description from your supplier but have not rewritten the text, the text will usually be registered as duplicate content.

If you find it overwhelming to check your content for duplicate content, consider getting a SEO agency to take care of it. This way, you can leave the work to others and ensure improved search engine optimization.

Get even smarter and increase your online presence

Whether you're a generalist or a marketing specialist, our specialists have put together some great advice for you on our blog.

Learn more at Webamp Academy.

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