Duplicate content consists of two or more instances of the same content in multiple places on the internet.
It can exist because a site owner has created it on purpose, it can be the result of plagiarism, or it can emerge as a side effect of website mismanagement.
When you intentionally reuse text in multiple places on your site and social media, you’re creating duplicate content. In the case of plagiarism, a site owner often finds that a competing website has published an exact copy of their content.
Internal content duplication involves copies of content that appear on your website. In some cases, it may be intentional—a site owner can reuse a carefully written value proposition, word-for-word, in multiple places on the site.

External duplicate content, meaning copies of content appear outside the site where the original, or canonical, version is published.
Misconceptions About Duplicated Content
Duplicate content has long been a confusing topic for website owners. This is partly because duplicate content can take many forms and only some of them are intentional.
In this section, we’ll attempt to dispel the common myth that duplicate content has a direct, negative impact on SEO. We’ll also point out some aspects of content duplication that have a very real downside.
Does Google Penalize Sites with Duplicate Content?
When it comes to external content duplication, Google cares about which site published the content first. The search engine crawls most sites daily, so if a version of your content appears somewhere else after it was originally published, your SEO will remain intact. Google will rank the site with the canonical version higher in search results than a site with a copy of the content.
Internal content duplication also carries no penalty, but it can significantly hamper your ability to control which of your pages gets linked to in search results, as we’ll discuss in the next section.
What Impact Does Duplicate Content Have on Search Rankings?
With malicious content duplication, as in cases of plagiary, there is no actual SEO penalty, but in many cases, a site that unethically publishes your content will violate more significant search engine guidelines that aren’t related to content duplication.
Imagine a popup Amazon affiliate site that shamelessly duplicated content from your site and several others in your niche. What pushes a site like that to the bottom of search rankings is the fact that it has zero authority, offering no value to users. One way to look at it is: duplicate content, while bad, doesn’t even make the list of reasons why Google penalizes value-less websites.
What Harm Can Duplicate Content Cause?
External duplicate content, if created intentionally, can’t cause any harm, but you should identify which version of your content is the original, as that will be the version that gets indexed.
Internal content duplication can cause Google to link to the wrong page on your site.
The search engine uses complex algorithms to determine which pages to index and which pages will be returned for a given keyword. If a site contains many pages with the same metadata and boilerplate text, or if there is a complex, repetitive website structure, the analysis that goes into that determination can be thrown off.
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