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What a title tag is and how to write a good oneWriting meta descriptions that earn clicksHeading structure: H1 to H3 explainedHow to write helpful image alt textWhat a canonical tag is and when to use itRedirects: 301 versus 302 and how to avoid chainsWhat an XML sitemap does and how to check yoursRobots.txt: what it blocks and common mistakesWhat structured data is and which types matter for a small businessHow to fix duplicate contentMobile-friendliness: what to checkHTTPS and why browsers warnWhat keyword research is and how to startSearch intent: the four kinds and how to match a page to oneLong-tail keywords for small businessesHow to write a page that answers a searchInternal linking basicsWhat backlinks are and how to earn them honestlyAnchor text explainedWhat E-E-A-T means in practiceContent refreshes: when and how to update an old pageKeyword cannibalization: how to spot and fix itLocal SEO basics and a Google Business Profile checklistHow to read a search results page (SERP features)Core Web Vitals explained: LCP, CLS and interaction speedHow to speed up a slow page: images, caching and scriptsWhat Google Search Console shows: queries, pages, clicks, impressions and positionWhat Google Analytics measures: users, sessions and eventsSetting up a conversion or key eventClick-through rate: what is normal and how to raise itBounce rate versus engagement rateUTM tags: tracking campaigns correctlyHow to run a simple before-and-after SEO test, and why correlation misleadsSeasonality: why traffic moves without any change from youWhat a Google algorithm update is and how to respondA monthly SEO reporting checklist for a small teamYour team and your data
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SEO glossary A to ZHow to fix duplicate content
Duplicate content means the same or nearly the same text lives at several addresses, and merging it focuses your rankings on one page.
What it is#
Duplicate content is text that appears, in full or nearly, at more than one address. It happens inside one site (the same page reachable several ways, or near-identical city pages) and across sites (a manufacturer's product text used by every reseller). It is not a penalty for most sites. The cost is quieter: the search engine picks one version, and it may not be yours.
Why it matters#
When copies compete, links and attention are split and the page you want found may rank below a weaker copy. Near-identical pages also give a visitor no reason to choose one over another. Pages that compete for the same search are called cannibalization.
How to check#
- Copy a distinctive sentence from your page and search it in quotes. See which addresses appear.
- Try address variants: http and https, with and without www, with and without a trailing slash, with a tracking tail. More than one that loads without redirecting is duplication.
- Review pages with similar titles. Do two pages answer the same question?
- Search Console's page indexing report lists pages Google treated as duplicates.
How to fix#
- Redirect the extra addresses to the main one with a 301 redirect. This suits the www and https variants.
- Add a canonical tag where both versions must stay live; see canonical tags.
- Merge pages that cover the same topic. Keep the strongest, fold in anything useful, and redirect the rest.
- Rewrite what you must keep. Give each location or product page its own details: local photos, real examples, specific prices, true answers.
- Keep thin utility pages out of search with a noindex instruction.
Common mistakes#
- Changing one word per page across fifty city pages. Search engines see through it, and so do readers.
- Copying competitors or supplier text.
- Blocking duplicates in robots.txt. It stops crawlers seeing your canonical or noindex instructions.
- Deleting duplicates without redirects, leaving error pages behind.
- Worrying about quotes, footers and legal text. Small repeated blocks are normal.
For a related way of fixing pages that overlap, read about internal links that point each page to its own topic.