Last updated on: January 4, 2024 at 4:38 pm

How to Fix the Duplicate Content Issue

duplicate content

Welcome to the definitive guide on dealing with duplicate content, a nuanced issue that impacts the SEO performance and credibility of countless websites. If you’ve heard of duplicate content but aren’t quite sure what it is, how it affects you, or what to do about it, you’re in the right place.

This article aims to clarify the concept, debunk myths, and offer actionable solutions, so you can focus on what really matters—delivering high-quality content to your audience.

Why Monitoring Duplicate Content is a Continuous Task

Think of duplicate content as you would a leaky faucet; it may seem harmless at first, but if left unchecked, it can lead to more significant problems.

Routine monitoring is essential because every new piece of content has the potential to introduce duplication, either within your website or across external domains. Therefore, set aside time every week, especially if your site frequently updates, to scan for duplicate content issues.

Identifying the Problem: Employ a Duplicate Content Checker

Knowing is half the battle, and this holds true for managing duplicate content. Specialized tools like Siteliner, SEMrush, and Screaming Frog can scan your website to spot duplicate text or pages.


The key is to choose a tool tailored to your specific needs and budget, as each one has unique features—Siteliner is great for quick scans, while SEMrush offers an extensive suite for overall SEO health.

The Multi-Tool Approach: Why One Isn’t Enough

Putting all your eggs in one basket is never a good idea, especially when monitoring for duplicate content. While SEMrush is excellent for internal website auditing, a tool like Copyscape comes in handy for checking if your content appears elsewhere online. Employing both tools gives you a rounded perspective, reducing the risk of overlooking duplicate content.

The 30% Uniqueness Rule: When Good Enough is Good Enough

It’s virtually impossible to create 100% unique content, but that doesn’t mean you can’t aim for a level that keeps you safe from duplication issues. The 30% uniqueness rule is a good benchmark.

Though it’s not officially backed by search engines, adhering to this standard usually ensures that your content is sufficiently unique to avoid penalties. Use text comparison tools to regularly measure the uniqueness of your updated or repurposed material.

The 301 Redirect: Your Go-To Solution

The 301 redirect is more than just an SEO term; it’s a lifeline when dealing with duplicate content. This permanent redirection helps ensure that any visitor, irrespective of which duplicate URL they click on, ends up at the original page.

What’s more, the 301 redirect preserves the SEO benefits like backlinks and page authority. For example, if you merge two overlapping articles, the 301 redirect ensures visitors are channeled to the single, definitive version. The technical part involves editing your server’s .htaccess file—a procedure that’s generally straightforward.

Canonical Tags: The Runner-Up Solution

Suppose a 301 redirect feels like overkill, or it’s simply not the right fit for your situation. In that case, canonical tags offer an alternative. They tell search engines which version of a duplicated page is the authoritative one. Implementing canonical tags isn’t rocket science; a simple line of HTML in the head section of the duplicate page will do.

  <link href="URL of the original page" rel="canonical" />

Using Noindex Meta Robots Tag: For Selective Indexing

Sometimes, you may want search engines to overlook a duplicate page while crawling your site but still index the linked pages. Here’s where the “noindex, follow” meta robots tag comes into play. This tag is another line of HTML code you add to the head section of the duplicate page.

  <meta name="robots" content="noindex, follow">

How Google Search Console Manages Multiple Domains

Many websites have different versions—like ‘www’ and ‘non-www.’If your website has different variations like www and non-www, Google Search Console offers a way to specify your preferred domain.

Remember, this specification only affects Google’s behavior, not other search engines like Bing, which will continue to index both versions.

Prioritizing Pages When Resources Are Scarce

We understand that resources can sometimes be limited. In these situations, focus your energies on making the most visible pages—like your homepage, category pages, or high-converting product pages—as unique and optimized as possible. Ensure they offer the reader valuable information, are easy to navigate, and load quickly.

The Risk of Automated Solutions in E-commerce

Managing an e-commerce store can be a daunting task, especially when dealing with a wide range of products that differ by only minor attributes like color or size.

While it may be tempting to rely on automated solutions for generating product descriptions, this approach carries its own set of risks. Such automated text often ends up being dry, uninspiring, and remarkably similar across multiple product pages—factors that can impact both customer engagement and SEO.

If you find yourself short on time or resources, concentrate on creating unique and compelling descriptions for your category pages, which are often more SEO-sensitive and have higher conversion rates.

The Value of Fresh Perspectives in Content Correction

Upon discovering duplicate content on your website, your immediate reaction might be to jump in and start rewriting. But pause for a moment to consider this: What if your rewrites unintentionally echo the original content?

To counteract this, it can be helpful to get a fresh set of eyes on the project. If you work within a content team, consider swapping assignments to bring in different perspectives.

Alternatively, consider bringing in a freelance writer who can offer new phrasing, sentence structures, and examples, ensuring that your rewritten content is genuinely unique.

Additional Measures: Prioritizing Key Pages

Not all web pages are created equal. Some are more critical to your online success than others. If you find yourself in a time or resource crunch, concentrate on the most vital pages first.

For e-commerce websites, these are often your category pages, which act as landing zones for various marketing campaigns and hold significant weight in both search rankings and conversions. So give these pages the unique, high-quality content they deserve to perform at their best.

Preventive Measures: Proactive Steps to Avoid Duplicate Content

Nipping the problem of duplicate content in the bud can save you a lot of time and energy in the long run. For starters, create a set of guidelines for your content team that explicitly forbids the use of duplicate material. This could involve creating templates or standardized methods for generating unique content, such as how to describe products or services in unique ways.

Next, you might want to set up regular audits of your website. Many SEO tools on the market offer automatic scanning features that alert you when duplicate content is detected. Make this a monthly or quarterly ritual, depending on the volume and frequency of the content you publish.

Another effective approach is to make use of canonical tags or 301 redirects right from the outset, especially when you’re dealing with variations of the same web page. For instance, if you have a blog post and a printable PDF version of it, ensure you’ve tagged the primary page correctly so that search engines know which one to consider the ‘original.’

Last but not least, consider investing in quality content creation. Whether you choose to do this in-house or hire external talent, having a team of skilled writers can dramatically lower the risk of duplicate content cropping up. Each writer’s unique style and perspective will add a layer of originality that automated systems can’t replicate.

Being proactive about avoiding duplicate content not only improves your SEO but also enhances the overall quality and trustworthiness of your website. After all, unique and valuable content is what will ultimately set you apart from the competition.


The specter of a ‘duplicate content penalty’ might loom large in digital lore, but it’s more myth than reality. However, the genuine challenges posed by duplicate content cannot be sidestepped. In today’s highly competitive online arena, the need for a multi-faceted, ongoing strategy to manage duplicate content is greater than ever.

This comprehensive guide provides you with the tools and knowledge to ensure that your content remains unique, compelling, and easily discoverable. Whether you’re a seasoned SEO professional or just starting your journey, the advice here is designed to equip you with actionable steps to safeguard your website’s content quality and visibility.


jay kang

An entrepreneur and SEO expert, is the driving force behind innovative platforms like, and more. Committed to empowering marketers, Jay continues to make a positive impact in the digital marketing space.

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