In this talk, Sophie will be speaking about the impact of content duplication on websites and how this can be avoided and resolved technically.

1. A Technical Solution To
Content Duplication
Sophie Brannon
Absolute Digital Media
Head of SEO
@SophieBrannon

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3. Duplicate content refers to
content that is the same or
very similar across the same
domain or multiple

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Same Domain Duplicate
Content Can Include…

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URL Variations

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HTTP & HTTPS

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Boilerplate Content

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Cross-Domain
Duplicate Content Can
Include…

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Scraped Content

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Website
Migrations

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Competitors

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Duplicate content
won’t lead you into
a penalty

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But…

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It can significantly
hurt your search
rankings

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Search
engines won’t
always know
which page to
rank

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Search engines won’t
know how to split
authority

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And they won’t know which
version of a page to show for
a relevant search term

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If content duplication is so
bad, then why does it
happen?

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Up to 29% of the internet is
duplicate content

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And most of it is a
complete accident!

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URL variations are one of
the common causes of
content duplication

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URL variations include:
● Click tracking & analytics codes
● Session IDs
● Printer-friendly URLs

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But there are also lots of other
types of common content
duplication causes

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How To Fix Your Content
Duplication Issues

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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

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Canonicalisation

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Questions to consider...

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Are the pages exact
duplicates?

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Is one of the pages
generating more traffic /
has more visibility?

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Does the page offer
additional value that
may not translate to SEO
value?

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If you answered yes,
yes, yes….
Then canonicalisation
may be your best bet.

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No Index

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Questions to consider...

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Are your crawl stats
suggesting Google’s
wasting a lot of valuable
time crawling these
pages?

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Do you need these
pages showing in
Google search results?

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Does the page offer
valuable information to
users?

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If you answered yes, no,
yes, then you may want to
noindex if
canonicalisation isn’t an
option

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Redirects

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Questions to consider...

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Does the page need to
exist at all?

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If the answer is no, then
redirect it!

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Rewrites
Questions to ask....

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Can you target the page
with a new search
intent?

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Do you have the
resource to rewrite?

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If you answered yes to
both, then rewrites may
be the better option.

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Or should you just live
with it?

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If you can implement a
resolution, then that is
often better choice for
long-term SEO success

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Redirects
• HTTPS / HTTP domains
• Pages that are not valuable, are
outdated and irrelevant
• Non-www / www. versions

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Canonicalisation
● Exact duplicate pages that offer user value
and so need to remain
● Pages that cannot be rewritten

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Canonicalisation
● One page generates more traffic /
visibility than the other
● You can’t redirect because of technical
restrictions

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Content Rewrites
● You can target different key terms and
search intent within the copy
● You have the resource to implement

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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.

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Some other
considerations
for content
duplication

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Block crawling of
parameterized duplicate
content with the URL
Parameter Tool

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Keep your internal
linking consistent
/page/
/page
/page/index.html

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For country-
specific content,
Google advises the
use of CCTLD’s &
hreflang.

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Avoid the resource issues
with content automation
using OpenAI & GPT-3

64. Thank You
Follow me - @SophieBrannon

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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