TL;DR
Duplicate content happens when the same text shows up at multiple URLs. Search engines don’t know which version to rank, which splits authority and weakens your SEO. It often comes from URL variations, “printer-friendly” versions of pages, generic product descriptions, or stolen content. The fix is straightforward: pick a canonical URL and back it up with a rel=canonical tag or a 301 redirect. Use Google Search Console to spot issues early—before they quietly cost you visibility and leads.
What Is Duplicate Content?
Duplicate content is when the exact same copy appears at more than one URL. To a search engine, those duplicates look like separate pages competing against each other.
For a small business or advisory firm, this means your website is working against itself. Instead of one strong page ranking, you’ve got two (or more) weaker versions fighting for attention.
Why Duplicate Content Hurts SEO
When search engines see duplicate pages, they can’t tell which one to show in results. That confusion:
- Dilutes ranking power between pages
- Reduces visibility of your preferred version
Can even cause the wrong page to show up for clients searching your business
For service pros who rely on organic traffic, this is wasted opportunity.
Common Causes of Duplicate Content
- URL Variations: Tracking parameters, session IDs, or click-tracking codes generate multiple versions of the same page.
- Printer-Friendly Pages: Alternate “clean” versions create duplicates.
- Generic Content: Manufacturer product descriptions or boilerplate copy that exists on other sites.
Copied Content: Scraped blog posts or text lifted directly from your website.
If you’ve ever bought a “done-for-you” website template without rewriting the stock copy, odds are you already have duplicates out there.
How to Identify Duplicate Content
The fastest way is with Google Search Console. Under “Search Appearance → HTML Improvements,” you’ll see flagged URLs with duplicate title tags and meta descriptions.
SEO tools like SEMrush or Screaming Frog can give you a deeper scan, but Google’s free tool is often enough to spot problem areas.
How to Fix Duplicate Content
Pick the version you want to keep—this is your canonical URL—and make it clear to search engines:
- 301 Redirects: Send all duplicate versions to the original.
Rel=Canonical Tag: Add a line of code in the header that declares the original page.
Both options work. Which you choose depends on whether you need those duplicate pages live for users or not.
Why This Matters for Your Business
Duplicate content isn’t just a technical hiccup, it’s silent brand erosion. For financial advisors, tax pros, and service businesses, it means:
- The wrong page shows up when a prospect Googles you.
- Your educational articles lose rankings to weaker, duplicate versions.
Competitors get the visibility you should have.
A 15-minute check in Search Console could save you months of lost traffic.
Bonus Tip
Duplicate content isn’t the only invisible SEO killer. Oversized images slow down page load times and drag rankings. Optimize your images to improve both speed and search performance.
FAQs about Duplicate Content and SEO
1. What is duplicate content in SEO?
It’s identical or very similar text appearing at multiple URLs, inside or outside your site.
2. Why is duplicate content bad for SEO?
It splits ranking signals, confuses search engines, and reduces the visibility of your preferred page.
3. What causes duplicate content?
- URL variations (session IDs, tracking parameters)
- Printer-friendly versions of pages
- Generic or manufacturer product descriptions
Scraped or stolen content
4. How can I check for duplicate content?
Google Search Console highlights duplicates in title tags and meta descriptions. Tools like SEMrush or Screaming Frog provide detailed scans.
5. What is a canonical URL?
It’s the “main” page you want search engines to index. It signals which version carries authority.
6. How do I fix duplicate content?
Use 301 redirects or add a rel=canonical tag to point search engines to the original.
7. Can duplicate content come from outside my site?
Yes. Other sites may copy your blog posts or product descriptions. Google often identifies the original, but not always.
8. How does duplicate content affect e-commerce sites?
Generic product descriptions appear across multiple stores, making it harder to rank. Unique descriptions improve SEO and help products stand out.
Next Step: If you suspect duplicate content is holding back your site, share this post with your web developer, or reach out to Plum to review your SEO health.
