Duplicate Web Site Content - How Does it Affect Your Web Site Ranking?

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How Does Duplicate Web Site Content Affect Your Web Site Ranking?

How search engines see duplicate content

Search engines include filters for duplicate content for a multitude of reasons. Search engines are in the business of providing the most relevant search results to users. When multiple websites have the exact same content, a search engine runs the risk of showing multiple results that don’t give additional information. This could be multiple websites that have the same publisher’s description of a book, different URL styles for the same website (www.url.com vs. url.com) or a website that uses copyrighted content. In short, a search engine sees two websites with duplicate content as two websites that should not appear in the same list of search results.

How search engines index content

Indexing the entire internet is a huge task. Search engines do this by sending out robots – programs – that read websites and categorize them according to the keywords they find on sites. This text is stored on the search engine’s servers for comparison with other websites. When the search engine finds two websites that have content that is the exact same or very similar, it flags both websites for filtering. Only one of these filtered websites will likely ever be displayed on search results. Depending on the search engine, which of the filtered websites will be displayed could be a matter of which site gets more traffic, which is more trusted or which had the content up first. Either way, most of the duplicate content websites simply will not show up on search results.

The effects of duplicate content

If your website is found to have duplicate content, a search engine may very well filter it out. While some search engine optimization experts call this the “duplicate content penalty,” it is not a true penalty. It is a filter – which means it is much easier to avoid and work around. Most simply, just avoid putting duplicate content on your website. Even if you get an e-mail or RSS content feed, find a feed that you are allowed to make edits to, then edit the articles. There are also content feed programs that provide unique versions of articles. You can also avoid the duplicate content filter by creating and posting unique content. If you are not sure whether your content is unique, run it through a duplicate content checker to ensure it isn’t seen as duplicate.