Duplicate content

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Duplicate content is a term used in the field of search engine optimization to describe content that appears on more than one web page. The duplicate content can be substantial parts of the content within or across domains and can be either exactly duplicate or closely similar.[1] When multiple pages contain essentially the same content, search engines such as Google can penalize or cease displaying the copier site in any relevant search results.



Non-malicious duplicate content may include variations of the same page, such as versions optimized for normal HTML, mobile devices, or printer-friendliness, or store items that can be shown via multiple distinct URLs.[1] Duplicate content issues can also arise when a site is accessible under multiple subdomains, such as with or without the "www." or where sites fail to handle the trailing slash of URLs correctly.[2]

Syndicated content is a popular form of duplicated content. If a site syndicates content from other sites, it's important to link back to the original article.[1]


Malicious duplicate content refers to content that is intentionally duplicated in an effort to manipulate search results and gain more traffic. This is known as search spam. There are number of tools[3] available to verify the uniqueness of the content.

A 301 Moved Permanently a.k.a. a "301 redirect" is a method of dealing with duplicate content to redirect users and search engine crawlers to the single pertinent version of the content.[1]


If content has been copied, there are multiple resolutions available to both parties.[4]

  • Get the content removed on the copier's site by contacting the owner of the duplicated content and requesting them to remove the copied content.
  • Hire an attorney to send a takedown notice to the copier.
  • Rewrite the content to make the site's content unique again.

See also[edit]