Duplicate content on web pages can be done duplicitously in an attempt to increase traffic and manipulate Google's search engine. Duplicate content consists of substantial amounts of copy that is identical of very similar to that on an existing web page. But there are scenarios where content can be duplicated inadvertently or without intention to manipulate. Google does distinguish between the two – it sites ‘non-malicious duplicate content' as:
- Discussion forums that generate pages targeted at mobile devices
- Printer only duplicates of web pages
- Products linked to multiple distinct URLs
Repeating content to generate traffic however is frowned upon and seen as devaluing the web experience, and if Google believe it is duplicated with the intent of manipulating the search rankings it will either result in the ranking suffering or the site being removed entirely from the search engine.
If you are aware of duplicated content on your site that is unintentional and non-malevolent, you can help Google by:
- Blocking the duplicated pages from indexing
- Redirect users and Google spiders from duplicated sites using .htaccess file or by using the administrative console in IIS.
- Use correct domains for country-specific content – such as .co.uk for UK or .de for Germany
- If you syndicate copy include a link back to the original article
- Similar content should be kept to a minimum, if you have similar pages try and make the copy unique.
As long as you're not being underhand or deceptive, if you don't make the above changes, Google will simply choose a version of the content duplicated on the search results.
Scraping
Devious duplication is described as ‘scraping'. It is possible to claim ownership of duplicated copy if you find other sites are scraping your content and you can request their removal from Google.
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