What is Duplicate Content?
Duplicate content occurs when identical or substantially similar content appears on multiple URLs, either within your site or across different domains. Search engines struggle to determine which version to rank, often diluting your search visibility and splitting ranking potential across multiple pages.
Ecommerce SEO Glossary > On-Page SEO > Duplicate Content
What You Need to Know about Duplicate Content
Internal Duplicate Content Issues
This problem frequently occurs through URL parameters, session IDs, print versions, and www vs. non-www variations. Each duplicate splits ranking signals and wastes crawl budget.
Canonical Tags Solve Most Problems
The rel=canonical tag tells search engines which version of duplicate pages to prioritize. Implement canonicals on product variants, filtered pages, and paginated content to consolidate ranking signals.
Ecommerce Platforms Create Duplicates
Shopify and other platforms often generate duplicate content through product sorting, filtering, and tracking parameters. Configure canonical tags and use parameter handling in Google Search Console to prevent indexing issues.
Scraped Content Rarely Hurts You
When other sites copy your content, it rarely damages your rankings directly. Google typically identifies the original source. File DMCA requests for deliberate theft, but don’t panic over occasional scraping.
Product Descriptions Across Categories
Using identical manufacturer descriptions or showing the same product in multiple categories creates internal duplication. Write unique descriptions for high-value products and use canonical tags for legitimate duplicates.
301 Redirects for Permanent Duplicates
When consolidating truly duplicate pages, use 301 redirects rather than canonicals. This passes full link equity and removes the duplicate from Google’s index completely, strengthening your remaining page.
Frequently Asked Questions about Duplicate Content
1. Does duplicate content cause a Google penalty?
No direct penalty exists for duplicate content. Google simply chooses which version to show, often filtering out duplicates. The real issue is diluted ranking signals and wasted crawl budget.
2. How much content similarity counts as duplicate?
No specific threshold exists, but substantially similar content with only minor changes qualifies. Google focuses on unique value—if pages serve the same purpose with nearly identical text, they’re duplicates.
3. Should I use noindex or canonical for duplicates?
Use canonical tags when the duplicate serves a legitimate purpose for users. Use noindex only when you don’t want the page indexed at all, like thank-you pages or internal search results.
4. Can I copy content from my own other websites?
Yes, but use cross-domain canonical tags pointing to the original. Without proper canonicalization, Google may choose the wrong version to rank or filter both pages from search results.
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