Duplicate Content is Not a Negative Ranking Factor? Really?
Duplicate Content is Not a Negative Ranking Factor
Google’s John Mueller on Duplicate Content
With that kind of duplicate content it’s not so much that there’s a negative score associated with it. It’s more that, if we find exactly the same information on multiple pages on the web, and someone searches specifically for that piece of information, then we’ll try to find the best matching page.
So if you have the same content on multiple pages then we won’t show all of these pages. We’ll try to pick one of them and show that. So it’s not that there’s any negative signal associated with that. In a lot of cases that’s kind of normal that you have some amount of shared content across some of the pages.”
To illustrate how normal duplicate content can be, Mueller goes on to give examples that people run into all the time.
Online shopping is a vertical where content is repeated everywhere. It’s common for retailers to sell the same product, and the product pages likely share a large amount of the same content.
Google isn’t going to interpret negative signals from crawling a product description that appears elsewhere on another retailer’s site.
Website footers technically qualify as duplicate content, Mueller says, but that’s not a problem when it comes to search rankings either.
“A really common case for example is with ecommerce. If you have a product, and someone else is selling the same product, or within a website maybe you have a footer that you share across all of your pages and sometimes that’s a pretty big footer. Technically that’s duplicate content but we can kind of deal with that. So that shouldn’t be a problem.”