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A Technical Solution To
Content Duplication
Sophie Brannon
Absolute Digital Media
Head of SEO
@SophieBrannon
@SophieBrannon 2
Duplicate content refers to
content that is the same or
very similar across the same
domain or multiple
@SophieBrannon 4
Same Domain Duplicate
Content Can Include…
@SophieBrannon 5
URL Variations
@SophieBrannon 6
HTTP & HTTPS
@SophieBrannon 7
Boilerplate Content
@SophieBrannon 8
Cross-Domain
Duplicate Content Can
Include…
@SophieBrannon 9
Scraped Content
@SophieBrannon 10
Website
Migrations
@SophieBrannon 11
Competitors
@SophieBrannon 12
Duplicate content
won’t lead you into
a penalty
@SophieBrannon 13
But…
@SophieBrannon 14
It can significantly
hurt your search
rankings
@SophieBrannon 15
Search
engines won’t
always know
which page to
rank
@SophieBrannon 16
Search engines won’t
know how to split
authority
@SophieBrannon 17
And they won’t know which
version of a page to show for
a relevant search term
@SophieBrannon 18
If content duplication is so
bad, then why does it
happen?
@SophieBrannon 19
Up to 29% of the internet is
duplicate content
@SophieBrannon 20
And most of it is a
complete accident!
@SophieBrannon 21
URL variations are one of
the common causes of
content duplication
@SophieBrannon 22
URL variations include:
● Click tracking & analytics codes
● Session IDs
● Printer-friendly URLs
@SophieBrannon 23
But there are also lots of other
types of common content
duplication causes
@SophieBrannon 24
How To Fix Your Content
Duplication Issues
@SophieBrannon 25
@SophieBrannon 26
@SophieBrannon 27
@SophieBrannon 28
There are a number of different
solutions to consider but
understanding the reason the
issue exists will help you to find
the best solution rather than a
blanket fix
@SophieBrannon 29
Canonicalisation
@SophieBrannon 30
Questions to consider...
@SophieBrannon 31
Are the pages exact
duplicates?
@SophieBrannon 32
Is one of the pages
generating more traffic /
has more visibility?
@SophieBrannon 33
Does the page offer
additional value that
may not translate to SEO
value?
@SophieBrannon 34
If you answered yes,
yes, yes….
Then canonicalisation
may be your best bet.
@SophieBrannon 35
No Index
@SophieBrannon 36
Questions to consider...
@SophieBrannon 37
Are your crawl stats
suggesting Google’s
wasting a lot of valuable
time crawling these
pages?
@SophieBrannon 38
Do you need these
pages showing in
Google search results?
@SophieBrannon 39
Does the page offer
valuable information to
users?
@SophieBrannon 40
@SophieBrannon 41
If you answered yes, no,
yes, then you may want to
noindex if
canonicalisation isn’t an
option
@SophieBrannon 42
Redirects
@SophieBrannon 43
Questions to consider...
@SophieBrannon 44
Does the page need to
exist at all?
@SophieBrannon 45
If the answer is no, then
redirect it!
@SophieBrannon 46
Rewrites
Questions to ask....
@SophieBrannon 47
@SophieBrannon 48
Can you target the page
with a new search
intent?
@SophieBrannon 49
Do you have the
resource to rewrite?
@SophieBrannon 50
If you answered yes to
both, then rewrites may
be the better option.
@SophieBrannon 51
Or should you just live
with it?
@SophieBrannon 52
@SophieBrannon 53
If you can implement a
resolution, then that is
often better choice for
long-term SEO success
@SophieBrannon 54
Redirects
• HTTPS / HTTP domains
• Pages that are not valuable, are
outdated and irrelevant
• Non-www / www. versions
@SophieBrannon 55
Canonicalisation
● Exact duplicate pages that offer user value
and so need to remain
● Pages that cannot be rewritten
@SophieBrannon 56
Canonicalisation
● One page generates more traffic /
visibility than the other
● You can’t redirect because of technical
restrictions
@SophieBrannon 57
Content Rewrites
● You can target different key terms and
search intent within the copy
● You have the resource to implement
@SophieBrannon 58
NoIndex
● If you absolutely need to keep the page,
but it holds no SEO value.
● Bots are wasting valuable crawl budget &
301 redirects aren’t an option.
@SophieBrannon 59
Some other
considerations
for content
duplication
@SophieBrannon 60
Block crawling of
parameterized duplicate
content with the URL
Parameter Tool
@SophieBrannon 61
Keep your internal
linking consistent
/page/
/page
/page/index.html
@SophieBrannon 62
For country-
specific content,
Google advises the
use of CCTLD’s &
hreflang.
@SophieBrannon 63
Avoid the resource issues
with content automation
using OpenAI & GPT-3
Thank You
Follow me - @SophieBrannon
@SophieBrannon 65
Resources
https://developers.google.com/search/blog/2009/12/handling-legitimate-cross-domain
https://developers.google.com/search/blog/2009/10/reunifying-duplicate-content-on-your
https://www.google.com/webmasters/tools/crawl-url-parameters
https://twitter.com/BillieGeena/status/1428059594144817157
https://twitter.com/SophieBrannon/status/1427905326683148290

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BrightonSEO - A Technical Solution To Content Duplication