Internal and External Duplicate Content
Internal Content Duplication
Some content duplication can be tied to website management factors like the existence of multiple
versions of a site, the hierarchical site organization needed to present a large amount of
information, and unnecessary duplication of boilerplate text.
Regardless of why it exists, you should try to eliminate internally duplicated content wherever you
Let’s say your shipping policy or warranty statement appears on every product page. Those blocks of
text should be replaced with links to appropriate detail pages. There are simple solutions like that for
most internal content duplication issues. We’ll go over those in the last section when we get into
There’s another kind of internal content duplication that has nothing to do with the challenges of
managing numerous pages. It’s duplication that comes from repurposing your messages in too many
places on your site.
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When you come up with a precisely worded version of your value proposition, there are a lot of
places that text should go, but it should not be plastered all over your site.
Repetitive content is not pleasant for the user. It adds no value. Even though you won’t be penalized
by search engines for having it on your site, it will detract from the user’s experience. That’s reason
enough to avoid reusing your content in the wrong way.
External Content Duplication
When multiple versions of your content appear around the web, it can be because you wanted it
that way, or because someone has stolen your content. In the case of the former, there are some
guidelines you should keep in mind. If the latter occurs, you may have to take legal action