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 can.
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 best practices.
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.
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 to correct the problem.
Intentional Content Duplication
Your website is like the mothership for your content, but to create awareness among your audience, that content has to go out into the world. Guest blog posts, Medium, your social media accounts—these are all high-visibility channels for your content and taking advantage of every channel is smart marketing.
The opportunity to disseminate your value proposition to a wide group of people is highly valuable, deserving your most finely tuned messaging, even if that text already exists on your site.
If you can make each form of outreach somewhat unique, your reused messages will not seem redundant, and after following a link to your site, the user will find a reassuring uniformity in your communication.
Plagiarism and How to Respond
Finding out that your content has been stolen is no fun. You’re happily doing keyword research using the Google search console and up comes an unfamiliar link to your latest blog post. You click in and sure enough—it’s a word-for-word copy, with no attribution.
There are two ways you can react to plagiarism: sue, or let it go.
The severity of the infraction should dictate which you choose.
If your entire site is cloned, for example, you will want to take legal action. Likewise, if a close competitor has published barely edited versions of your content, you will want to put a stop to that.
However, if a fly-by-night website has grabbed a portion of your content, you may simply choose to ignore it. That site will rank lower than yours, probably for multiple reasons, but the main one is that yours is the canonical version of the content.
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