{"id":1139,"date":"2020-02-10T01:31:43","date_gmt":"2020-02-10T09:31:43","guid":{"rendered":"https:\/\/technicalseo.com\/insights\/?p=1139"},"modified":"2020-02-12T16:56:58","modified_gmt":"2020-02-13T00:56:58","slug":"duplication-unique-quality-content","status":"publish","type":"post","link":"https:\/\/technicalseo.com\/insights\/blog\/duplication-unique-quality-content\/","title":{"rendered":"How to Handle Duplication &amp; Create Unique High-Quality Content"},"content":{"rendered":"\n<p>Though a seemingly uncomplicated topic, some of the best websites struggle to create unique, high-quality content. Left unoptimized, these sites can face traffic losses and experience slow indexing and ranking speeds, depending on how widespread the issues are. Websites that seek to create unique, high-quality content should start by identifying and resolving duplication issues on their sites.&nbsp;In this post, we\u2019ll cover the following:<\/p>\n\n\n\n<ul><li>The meaning of duplicate content<\/li><li>Why duplicate content is bad for SEO<\/li><li>How to identify duplicate content<\/li><li>How to handle duplicate or thin content<\/li><li>What\nhigh-quality content is<\/li><\/ul>\n\n\n\n<h2>What is Duplicate Content?<\/h2>\n\n\n\n<p>Duplicate content exists when any two (or more) pages share\nthe same content, or almost the same content (Figure 1). Duplication can exist\non one domain, subdomains, or across multiple, unique domains.&nbsp;<\/p>\n\n\n\n<p>The screenshot below is an example of what exact-match\nduplication would look like across two separate URLs:&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"852\" height=\"742\" src=\"https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-01.jpg\" alt=\"\" class=\"wp-image-1144\" srcset=\"https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-01.jpg 852w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-01-300x261.jpg 300w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-01-768x669.jpg 768w\" sizes=\"(max-width: 852px) 100vw, 852px\" \/><figcaption><em>Figure 1<\/em><\/figcaption><\/figure><\/div>\n\n\n\n<p>Figure 2 is an example of duplication that isn\u2019t an exact match, as there are slight variances in the content of the two pages. Both pages, however, are ultimately targeting the same keywords and would rank for similar terms, causing duplication:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"974\" height=\"439\" src=\"https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-02.png\" alt=\"\" class=\"wp-image-1155\" srcset=\"https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-02.png 974w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-02-300x135.png 300w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-02-768x346.png 768w\" sizes=\"(max-width: 974px) 100vw, 974px\" \/><figcaption><em>Figure 2<\/em><\/figcaption><\/figure>\n\n\n\n<p><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/support.google.com\/webmasters\/answer\/66359?hl=en\" target=\"_blank\">Google\u2019s definition of duplication<\/a> is &#8220;&#8230;substantive blocks of content within or across domains that either completely match other content or are appreciably similar&#8230;&#8221; You might think that two pieces of similar content wouldn\u2019t cause much of an issue. Google has even said that there is <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/webmasters.googleblog.com\/2008\/09\/demystifying-duplicate-content-penalty.html\" target=\"_blank\">no penalty for duplicate content<\/a>. So, what\u2019s the problem?<\/p>\n\n\n\n<h2>Why is Duplicate Content Bad for SEO?<\/h2>\n\n\n\n<p>While there is no \u201cpenalty\u201d for having duplicate content on your site, it <em>can<\/em> hurt your organic traffic, not because Google penalizes your site, but because your rank suffers as a result of the following:<\/p>\n\n\n\n<ul><li>Search engines don\u2019t know which page to rank (you\u2019re competing as much against yourself as with your competitors).<ul><li>This confusion can lead to two or more pages competing for rank. Sometimes multiple pages can perform relatively well for a query. In most cases, however, both pages will perform poorly, or not at all, depending on the authority of the website in the topic, for example. Having one high-quality page is going to allow for a single page to hold more equity.<\/li><\/ul><\/li><li>Both pages can gain backlinks.<ul><li>Simply put, backlinks are links from other sites that provide a sign of approval. They can give a URL an advantage by passing link equity and traffic from the source URL. If you have duplicate content with no variation at all (100% identical), and the less authoritative page gains backlinks, odds are you\u2019re going to see that less authoritative page start to compete with the authoritative page, resulting in two pages splitting equity. This results in both pages performing at the same level, while one page would allow for more equity to be built up.<\/li><\/ul><\/li><li>Your crawl budget lacks efficiency.<ul><li>Crawl budget is the number of pages Google crawls on your site in a specific time period. This number varies from day to day and by site. Having unnecessary pages on your site, however, doesn\u2019t allow Google to efficiently crawl your most important pages. As a result, this creates more work for Google, and could keep your new and\/or authoritative pages from being crawled, indexed, and ranked in an efficient manner.<\/li><\/ul><\/li><\/ul>\n\n\n\n<p>With an understanding of what duplicate content is and how it hurts your site, you might be wondering what the first step is to identify duplicate content on your site. It can often feel like a difficult task, depending on the size of your website, but it is easier if you know where to start.<\/p>\n\n\n\n<h2>Identifying Duplicate Content<\/h2>\n\n\n\n<p>There are several ways to identify duplicate content. Below are three unique methods that work well:<\/p>\n\n\n\n<h3>Finding duplication using Google Search Console (GSC) and Google Analytics<\/h3>\n\n\n\n<p>There are common URL patterns you should look for first in GSC and Google Analytics:<\/p>\n\n\n\n<ul><li>http and https versions of a URL<\/li><li>www and non-www versions of a URL<\/li><li>URLs with a trailing slash \u201c\/\u201d and URLs without a trailing slash<\/li><li>Parameterized URLs<\/li><li>Capitalization in URLs<\/li><li>Canonical issues<\/li><li>Auto-generated search pages<\/li><li>Long-tail queries with multiple pages ranking (see screenshot in Figure 3)<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"1024\" height=\"706\" src=\"https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-03-1024x706.jpg\" alt=\"\" class=\"wp-image-1146\" srcset=\"https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-03-1024x706.jpg 1024w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-03-300x207.jpg 300w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-03-768x529.jpg 768w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-03.jpg 1059w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption><em>Figure 3<\/em><\/figcaption><\/figure><\/div>\n\n\n\n<h3>Finding duplication using crawling tools<\/h3>\n\n\n\n<p>Most crawling tools can spot exact match duplication for you and assist in discovering pages with duplicate content (see Figure 4). These tools often spot the following:<\/p>\n\n\n\n<ul><li>Matching H1s<\/li><li>Duplicate meta descriptions and page titles<\/li><li>Identical content (exact match or % similar)<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"935\" height=\"371\" src=\"https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-04.jpg\" alt=\"\" class=\"wp-image-1151\" srcset=\"https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-04.jpg 935w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-04-300x119.jpg 300w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-04-768x305.jpg 768w\" sizes=\"(max-width: 935px) 100vw, 935px\" \/><figcaption><em>Figure 4 (Source: <a href=\"https:\/\/www.botify.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Botify (opens in a new tab)\">Botify<\/a>)<\/em><\/figcaption><\/figure><\/div>\n\n\n\n<p>After you identify duplication, you might be unsure how to manage it. Before we dive into how to handle duplication, we should note that duplicate content, <a href=\"https:\/\/support.google.com\/webmasters\/answer\/66359?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"according to Google (opens in a new tab)\">according to Google<\/a>, &#8220;is not grounds for action on that site unless it appears that the intent of the duplicate content is to be deceptive and manipulate search engine results.&#8221; So, in short, your website isn\u2019t going to completely drop out of Google if you have duplication. But there is room to improve Google\u2019s understanding of what content you want to rank, which improves organic traffic and also helps to optimize your crawl budget.<\/p>\n\n\n\n<h2>How to Handle Duplicate or Thin Content<\/h2>\n\n\n\n<p>There are several ways to handle duplicate content. The method you choose ultimately comes down to whether the page is needed for user experience or not. As depicted in the flowchart in Figure 5, meta robots noindex, robots.txt disallow, or a canonical tags should be used if the page is needed for the user experience. If the page does not need to be accessed by users, a 301 redirect to the authoritative page can be put in place. It\u2019s important to note, however, that canonicals are not respected by Google 100% of the time, unlike the other methods mentioned below.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"1024\" src=\"https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/How-to-handle-duplication-1024x1024.png\" alt=\"\" class=\"wp-image-1172\" srcset=\"https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/How-to-handle-duplication-1024x1024.png 1024w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/How-to-handle-duplication-300x300.png 300w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/How-to-handle-duplication-150x150.png 150w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/How-to-handle-duplication-768x768.png 768w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/How-to-handle-duplication-510x510.png 510w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/How-to-handle-duplication.png 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3>Handling duplication with noindex<\/h3>\n\n\n\n<p>Use noindex to prevent search engines from indexing the page. Google supports two methods of <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/support.google.com\/webmasters\/answer\/93710?hl=en\" target=\"_blank\">noindex implementation<\/a>. URLs with noindex status will be crawled less frequently, and over time, Google may even stop crawling the page altogether. However, using a noindex does not guarantee the page won\u2019t be crawled. Google may come back and crawl the page again after the noindex is put in place, at least to verify the noindex tag is still there.<\/p>\n\n\n\n<h3>Handling duplication with disallow<\/h3>\n\n\n\n<p>Handling duplication with a disallow statement in your robots.txt file can be an easy way to handle widespread duplication. It will help optimize your crawl budget by ensuring that search engines will never crawl a certain page type. It\u2019s important to note that using a disallow won\u2019t remove existing URLs from Google\u2019s index, and disallowed pages cannot pass equity.<\/p>\n\n\n\n<h3> Combining noindex and disallow?<\/h3>\n\n\n\n<p>Using a noindex tag in combination with a disallow statement in the robots.txt file is technically useless. If the URL cannot be crawled, the noindex tag cannot be seen. However it&#8217;s not uncommon to see URLs with both implementations. It is likely that the disallow statement has been added after all URLs have been de-indexed, thanks to a noindex tag previously implemented. <\/p>\n\n\n\n<h3>Handling duplication with canonical tags<\/h3>\n\n\n\n<p>Canonical tags are often used to manage duplication. If there are duplicate pages, and both pages need to exist, a canonical can be used to hint to search engines what the authoritative page should be. Note that canonicals are only hints and not directives for search engines to obey. Google does not always respect the canonical implemented by the user. In order to reinforce to search engines what an authoritative page is, a self-referencing canonical tag should be implemented on all authoritative pages, as well as making sure internal links only point to those authoritative URLs. Managing widespread duplication is often better handled with one of the methods mentioned above.<\/p>\n\n\n\n<h3> Handling duplication with a 301 redirect<\/h3>\n\n\n\n<p>Handling duplication with a 301 redirect is the most\neffective method to handle duplication if the page is not needed for the user\nexperience. It\u2019s important to 301 redirect the duplicative page to the\nauthoritative page that you want ranked. This ensures that the equity it has\nbuilt up with search engines over time will not be lost. Additionally, ensure\nthat you will not lose any content that is potentially unique by consolidating\ncontent before the 301 redirect is put in place.<\/p>\n\n\n\n<p>Figure 6 is a screenshot from GSC showing how an authoritative page gained traction once the non-authoritative (and duplicative) page was 301 redirected to the authoritative page and consolidated. As depicted by the inconsistent ranking and clicks, search engines had trouble understanding which page should be ranked when both pages existed on the site.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"925\" height=\"329\" src=\"https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-06-1.jpg\" alt=\"\" class=\"wp-image-1153\" srcset=\"https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-06-1.jpg 925w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-06-1-300x107.jpg 300w, https:\/\/technicalseo.com\/insights\/wp-content\/uploads\/2020\/02\/duplication-06-1-768x273.jpg 768w\" sizes=\"(max-width: 925px) 100vw, 925px\" \/><\/figure><\/div>\n\n\n\n<h3>How to handle thin content<\/h3>\n\n\n\n<p>Thin content is content that is lacking in substance to the\ndegree that it discourages users from engaging with a website. Thin content can\nhinder user experience and produce negative results in search, reducing organic\nvisibility opportunity. From search engines\u2019 point of view, thin content could\nmean duplicate or similar content or a low proportion of unique, crawlable page\nelements. Often, a domain that contains large amounts of thin content is viewed\nas a low-quality source of information by search engines. Handling thin content\nalso comes down to whether or not the page is needed for the user experience.\nHowever, in most cases, including additional high-quality content on the page\nis beneficial. Usually, there are opportunities to make the content unique and\nto target other keywords.<\/p>\n\n\n\n<p>Once you\u2019ve handled duplication, and consolidated duplicate or thin content if necessary, you might be wondering what\u2019s next. There may be opportunities to re-evaluate some of your main content to make it higher-quality. In some cases, updating content on one or both of the duplicate pages and differentiating it is a good solution for creating unique, high-quality content. With this in mind, let\u2019s cover what high-quality content is, and what Google is looking for in your content.&nbsp;<\/p>\n\n\n\n<h2>What is High-Quality Content?<\/h2>\n\n\n\n<p>Let\u2019s start this conversation in February 2011 when Google announced the <a href=\"https:\/\/googleblog.blogspot.com\/2011\/02\/finding-more-high-quality-sites-in.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Panda algorithm update<\/a>.<\/p>\n\n\n\n<p>As Google\u2019s blog post states, this\nupdate was made \u201c&#8230;to reduce rankings for low-quality sites\u2014sites which are\nlow-value add for users, copy content from other websites or sites that are\njust not very useful. At the same time, it will provide better rankings for\nhigh-quality sites\u2014sites with original content and information such as\nresearch, in-depth reports, thoughtful analysis and so on.\u201d<\/p>\n\n\n\n<p>This update was groundbreaking at the time, and it should not be forgotten. Many sites with the ability to rank well are missing out on traffic because their content still isn\u2019t where it needs to be. It\u2019s not that the site is technically wrong in any way, but the content could simply add more value to users.<\/p>\n\n\n\n<p>Websites need to make a decision about their low-quality\ncontent. John Mueller from Google mentions in the video below that there are\nseveral ways to handle this. In short, he provides three ways to handle\nlow-quality content:&nbsp;<\/p>\n\n\n\n<ol><li>Improve the\nlow-quality content, if you want to keep it.<\/li><li>Remove the\ncontent completely, if it\u2019s not something you want to stand for.<\/li><li>Noindex the\ncontent, if you think it is needed for users, but you don\u2019t want it indexed by\nGoogle.<\/li><\/ol>\n\n\n\n<p>John says that out of all the options, Google\u2019s ranking team prefers that you improve the quality of your content if you can.<\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube aligncenter wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"English Google Webmaster Central office-hours hangout\" width=\"825\" height=\"464\" src=\"https:\/\/www.youtube.com\/embed\/1KwTPIz13XA?start=473&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><figcaption><em>Google Webmaster Central office-hours hangout &#8211; Jul 23, 2019<\/em><\/figcaption><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>So, what is high-quality content in Google&#8217;s eye, and what are some things you can do to improve your low-quality content?<\/p>\n\n\n\n<h3>High-quality Content is&#8230;<\/h3>\n\n\n\n<p> While there is no guarantee that content will be ranked well, high-quality content often has the following characteristics :<\/p>\n\n\n\n<h4>Unique<\/h4>\n\n\n\n<p>High-quality content is unique, meaning it provides a fresh perspective on whatever the topic is, doesn\u2019t duplicate your site, and isn\u2019t duplicative of another site. Sure, topics will be repeated from site to site, but there is always the opportunity to take a unique spin on a common topic to make it better. As mentioned above, you can take your duplicative content, consolidate it, and improve it to build a higher-quality and more unique piece of content to show search engines which page you want to rank.<\/p>\n\n\n\n<h4>Purposeful<\/h4>\n\n\n\n<p>Purposeful content answers users\u2019 most difficult questions in a way that connects to your other pieces of content. Search engines gain understanding of your site by looking at how the topics are all connected.<\/p>\n\n\n\n<h4>Credible<\/h4>\n\n\n\n<p>Aim to write content that you\u2019re an expert in. If you\u2019re an auto parts site, don\u2019t post content about the best vacation spots of 2020 just because there\u2019s search volume around the topic. Some examples of creating credibility are linking to referenced expert sources, including an author with a link to the authors relevant experience, showcasing your awards and certifications in your field, or simply ensuring that page titles and main headers accurately describe the main content.<\/p>\n\n\n\n<h4>Useful<\/h4>\n\n\n\n<p>Ensure your page is useful by making it easy to understand for search engines and users. An example of this could be formatting the content in an easy-to-read format like a bulleted list. We\u2019ve noticed that content lists with good structure are preferred by search engines, and are easier for users to understand.<\/p>\n\n\n\n<h4>Shareable<\/h4>\n\n\n\n<p>Shareable content is content that people will want to promote for you, potentially gaining valuable backlinks and driving additional traffic to your site.<\/p>\n\n\n\n<h2>Key Takeaways<\/h2>\n\n\n\n<ul><li>Site owners need to make a decision about their\nlow-quality, and duplicative content.<\/li><li>There are various solutions for handling\nlow-quality, and duplicative content depending on the situation, as discussed\nabove.&nbsp;<\/li><li>Ensuring your content is unique, purposeful,\ncredible, useful, and shareable is the best way to avoid potential losses in\ntraffic and issues with crawl budget.<\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Though a seemingly uncomplicated topic, some of the best websites struggle to create unique, high-quality content. Left unoptimized, these sites [&hellip;]<\/p>\n<a href=\"https:\/\/technicalseo.com\/insights\/blog\/duplication-unique-quality-content\/\" class=\"read-more\">Read more <span class=\"mdi mdi-trending-neutral\"><\/span><\/a>","protected":false},"author":15,"featured_media":1155,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v16.6.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Handle Duplication &amp; Create Unique High-Quality Content | TechnicalSEO.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/technicalseo.com\/insights\/blog\/duplication-unique-quality-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Handle Duplication &amp; Create Unique High-Quality Content | TechnicalSEO.com\" \/>\n<meta property=\"og:description\" content=\"Though a seemingly uncomplicated topic, some of the best websites struggle to create unique, high-quality content. 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