Search Marketing Blog
SearchFest Delivers Advice on Google’s Duplicate Content Policy
The issue of Google’s duplicate content policy came-up several times during question and answer sessions at our SEMpdx SearchFest conference last week here in Portland. Therefore, it’s worthwhile to write a quick post addressing the most important aspect of this policy, and how it is being enforced by Google.
First, it’s important to define this duplicate content policy, which I have copied directly from Google’s Webmaster Central Blog below:
What is duplicate content?
Duplicate content generally refers to substantive blocks of content within or across domains that either completely match other content or are appreciably similar. Most of the time when we see this, it’s unintentional or at least not malicious in origin: forums that generate both regular and stripped-down mobile-targeted pages, store items shown (and — worse yet — linked) via multiple distinct URLs, and so on. In some cases, content is duplicated across domains in an attempt to manipulate search engine rankings or garner more traffic via popular or long-tail queries.
Why does Google care about duplicate content?
Our users typically want to see a diverse cross-section of unique content when they do searches. In contrast, they’re understandably annoyed when they see substantially the same content within a set of search results.
From the SearchFest presentations last week, including one by Riona MacNamara, Technical Writer at Google Webmaster Central, and one by Hilary Jensen, Manager, Retail Vertical - Online Sales & Operations at Google, I was able to ascertain that the most important issue pertaining to duplicate content. This is the use of identical content on a specific site, and not appearance of the same content replicated on two separate sites.
In other words, Google may penalize you for having the exact same content on more than one page of your Web site. However, if some other site republishes your content to their site, Google does not consider this duplicate content.
Now, if the site that has republished your content to their site ranks higher than your site in Google’s Natural search results, it’s important that you resolve the issue by improving the content and structure on your site. The answer is not to go after the site that has republished your content, but rather to find-out why Google prefers to rank their site higher than your original content.
Blatant plagiarism and copyright infringement aside, it is better to address the issues on your own site prior to complaining to other site owners or to Google. Remember, Google’s self-professed mission is to serve-up the most relevant content possible for each search query. Strive to always have your site be perceived in this light.
Let me know if you have run into issues with Google’s duplicate content policy. I’d love to hear your experiences.
Resources for avoiding duplicate content issues:
Best On-Page Optimization Practices
5 Things to Avoid When Developing a Site
Google Webmaster Guidelines
