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Is Repeat Info on a Website Bad for SEO? 15 Min Read

Writer's picture: Spencer CapronSpencer Capron

Updated: Jan 15

Having repeated information on a website can actually be detrimental to its SEO performance. Google prefers original and useful content, so having the same content can make your website rank lower in searches.


Making sure that each page on your website offers something new and relevant to users is important. This not only helps with SEO, but also improves the overall user experience.


Updating your content regularly can help improve your search engine ranking. So, it's best to avoid repeating the same information across multiple pages on your website. Is Repeat Info on a Website Bad for SEO? let's take a look!


Blue website pages with duplicate content showing, Is Repeat Info on a Website Bad for SEO?


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Is Repeat Info on a Website Bad for SEO?

Website owners and digital marketers aim to make sure their website appears high in search engine results. Search engine optimization (SEO) plays a crucial role in achieving this goal. However, many webmasters and web designers often overlook the impact of duplicate content on their SEO efforts.


In this guide, we will discuss whether repeating information on a website is harmful for SEO. We will also give you helpful tips on how to address this issue.


 

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Introduction to duplicate content

Duplicate content occurs when there is a lot of the same or very similar content on multiple URLs or pages. This can happen when the same or slightly changed content is on many pages of one website or on different websites. Duplicate content can harm your website's search engine visibility and rankings. Google and other search engines view duplicated content as trying to manipulate search results and confuse search engines. Even valuable content can be a bad thing if it is duplicated too many times.


Understanding the impact of duplicate content on SEO

Search engines like Google aim to provide users with the most relevant and high-quality search results. Search engines struggle with duplicate content, unsure which version to show in search results. This uncertainty can lead to several potential issues, including:


  1. Content devaluation. Search engines may devalue or filter out duplicate content, considering it less valuable or spam-like.

  2. Diluted link equity. When multiple pages contain the same content, they spread out the ranking power from links instead of focusing it on one page.

  3. User experience. Having the same content on different pages can confuse and frustrate users, leading to a bad experience.


Search engines sorting through millions of pages to give you the most relevant, trustworthy results.

How search engines handle duplicate content

Search engines have sophisticated algorithms and techniques to detect and handle duplicate content. Search engines have various ways to identify and address duplicate content. Properly managing different versions of duplicate content on your website is important. However, they do not disclose the specific details of their algorithms to the public.


  1. Content fingerprinting. Search engines analyze web pages to find similarities and duplicates by creating "fingerprints" based on their content.

  2. Link analysis. Search engines look at links and page authority to decide which content version is most important. It is important to look at internal linking very carefully.

  3. User signals. Search engines use bounce rates and dwell times to measure the quality and relevance of content based on user engagement.


Identifying duplicate content on your website

Before addressing duplicate content issues, it's essential to identify where they exist on your website. Here are some common sources of duplicate content Google doesn't like:


  1. www and non-www versions. Many websites have both www and non-www versions of their URLs, leading to duplicate content.

  2. HTTP and HTTPS versions: Similarly, some websites have both HTTP and HTTPS versions of their pages, causing duplication.

  3. Printer-friendly pages. Some websites provide printer-friendly versions of their content, which users may consider duplicates.

  4. Session IDs. URLs with session IDs or other parameters can create multiple versions of the same page.

  5. Pagination. Improperly optimized individual pages can lead to duplicate content through pagination.


The dangers of having multiple versions of the same page

Having multiple versions of the same page can be detrimental to your website's SEO performance. The duplicate content affects the ranking of every duplicated page. Even if each of the pages have unique URLs. Here are some potential consequences:


  1. Diluted link equity. When a page has multiple versions, it splits the incoming link power among them. This can decrease the potential ranking of each version.

  2. Keyword cannibalization. If multiple pages target the same keywords, they may compete with each other, diluting their individual ranking potential.

  3. Content devaluation. Search engines may view duplicate content negatively, potentially deeming it as low quality or spam. This can cause search engines to consider those pages less valuable or to not include them in search results.

  4. Crawl budget wastage. Crawling many copies of the same page uses up crawl budget that could be better spent on original content.


In the worst case, Google and other search engines will view duplicate content as trying to manipulate search result pages. This could be very harmful if you have duplicate product descriptions, blog posts, or pages that are only than 10-20% different. Recently, search engines now penalize sites for duplicate content.


The role of canonical tags in avoiding duplicate content issues

One effective way to address internal duplicate content issues is by using canonical tags. A canonical tag is an HTML element that helps specify the preferred or "canonical" version of a page. You can use a canonical tag in the <head> section of your HTML. This tag indicates to search engines which version of a page is the main one.


For instance, if there are www and non-www variants of your website. You can use a canonical tag to designate the favored version.


<!-- For the www version -->
<link rel="canonical" href="https://www.example.com/page" />
<!-- For the non-www version -->
<link rel="canonical" href="https://www.example.com/page" />

Using canonical tags correctly helps combine link equity and signals to the preferred version of a page. This can prevent content devaluation and keyword cannibalization.


Best practices to avoid creating duplicate content

Canonical tags can reduce duplicate content problems, but it's better to avoid creating duplicate content altogether. Especially if you're site accepts guest posts. Here are some best practices to follow:


  1. Use a consistent URL structure: Establish a consistent URL structure for your website, and stick to it. Avoid creating multiple versions of the same page with different URLs.

  2. Avoid session IDs and unnecessary parameters: Remove session IDs and unnecessary parameters from your URLs to prevent creating duplicate versions.

  3. Optimize pagination. If you have paginated content, use proper pagination techniques. Such as rel="next" and rel="prev" links, to ensure search engines can crawl and index your content efficiently.

  4. Consolidate similar content. If you have multiple pages with similar or overlapping content, consider consolidating them into a single, comprehensive page.

  5. Use 301 redirects. If you have the same content in multiple places, use 301 permanent redirects to direct them to the main version.


The importance of original and unique content

It's important to fix duplicate content problems and also make sure your website has original and unique content. Search engines prioritize high-quality, relevant, and engaging content that provides value to users. By consistently producing original and unique content, you can:


  1. Improve user engagement. Good content keeps users interested, lowers bounce rates, and increases time spent on a website, which search engines like.

  2. Enhance topical authority. Creating detailed content on specific topics can help establish your website as a trusted source of information. This can boost its authority and rankings.

  3. Attract natural links. Good content can attract links from other websites, boosting your website's authority and rankings. Quality content is key for success.

  4. Differentiate from competitors. Creating unique content for your website can differentiate it from competitors, attract more customers, and improve online visibility in search engines.



 

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Implementing 301 redirects to consolidate duplicate pages

In some cases, you may need to consolidate multiple duplicate pages into a single, canonical version. This is where 301 permanent redirects come into play. After finding duplicate content, that is. Thankfully it's fairly easy to find with a tool like SEMrush or Ahrefs.


A 301 redirect is a command that permanently redirects from one page to another for search engines and browsers. This command informs them to go from the original page to a new one. It maintains search engine ranking and ensures it directs users to the correct page.


By implementing 301 redirects, you can:


  1. Consolidate link equity. Duplicate pages will transfer their link equity and authority to the canonical version, improving its ranking potential.

  2. Maintain user experience. Duplicate URLs will automatically redirect users and search engines to the main version for a consistent user experience.

  3. Avoid content devaluation. Search engines will recognize the canonical version as the authoritative source, reducing the risk of content devaluation or filtering.


Make sure to use 301 redirects consistently on your website to prevent duplicate content problems and broken links.


Using table of contents and anchor links to organize similar content

In some cases, you may have multiple pages or sections of content that cover related or overlapping topics. You may not fit all the information on one page. You can use a table of contents and anchor links to organize the content better.


A table of contents provides a summary of the sections or topics on a page. Anchor links allow users to quickly navigate to specific sections. By implementing this approach, you can:


  1. Improve user experience. Users can easily find the information they need on one page. This reduces the need for multiple pages and duplicate content.

  2. Consolidate topical relevance. Keeping related content together can improve a page's relevance and authority. This can ultimately lead to higher rankings.

  3. Optimize crawling and indexing. Search engine bots can easily find and organize content on a single page when it is well-structured and neatly arranged.


Monitoring and resolving duplicate content issues in Google Search Console

Even with proper preventive measures, duplicate content issues may still arise on your website. To stay on top of these issues, it's essential to monitor and resolve them using tools like Google Search Console.


Google Search Console provides valuable insights and reports related to duplicate content, including:


  1. Duplicate title tags and meta descriptions. This report identifies pages with duplicate title tags and meta descriptions, which can negatively impact search visibility.

  2. Duplicate content report. This report highlights groups of pages with substantially duplicate content, allowing you to investigate and address the issues.

  3. Crawl stats and crawl errors. Reports can identify and address common causes of duplicate content, improving website content quality.


Regularly checking Google Search Console will help you ensure that your website does not have duplicate content. It will also help you maintain visibility on search engines.


The effect of duplicate content on search engine rankings

Search engines do not clearly explain how duplicate content impacts rankings exactly. Many people believe that having duplicate content can hurt a website's visibility and ranking in search results. However, the effects of duplicate content on your website can range from lower rankings or even page removal from search result pages.


Search engines aim to provide users with the most relevant and high-quality results. When faced with duplicate content, they may:


  1. Filter out or devalue duplicate pages. Search engines may ignore or lower the ranking of pages with duplicate content. This happens because people view them as lower quality or less important.

  2. Split link equity. When the same content appears on multiple pages, it divides the link equity from inbound links. This decreases the ranking potential of each page.

  3. Prioritize canonical versions. Search engines try to find the main version of a page and may not show duplicates in search results.


It's important to address and reduce duplicate content issues on your website to maintain good search visibility and rankings. The impact on your ranking may vary depending on factors like website quality and authority. Large blocks of duplicate content on your website can even cause the entire website to be delisted.


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The importance of avoiding duplicate content for SEO success

Duplicate content can harm your website's SEO performance. Understand its effects, identify its sources, and use strategies like canonical tags and 301 redirects to address the issue. Focus on creating unique, high-quality content to improve search engine rankings and attract the right audience.


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