Consequences of Duplicate Content
Not all perpetrators of duplicated content are spammers; it is common for the practice to be done without the author’s knowledge. Search engines understand this and, as a result, can be lenient in their penalties. They may only index one version of a page while completely ignoring the other(s).
Visitors to a website are looking for something… be it information or to buy. It is the responsibility of the web development team to accommodate them. Bombarding traffic with the same advertising, again and again will turn them away.
- Duplicate content CAN get ranked – if they pass on links to other pages they can attain a rank in SERPs. This is a waste as you are only adding unnecessary volume to pages with the same content.
- Not like natural selection – The criteria of the search engines when it comes to duplicate content is still unclear: Which pages do they filter out if they encounter multiple pages with the same content? You cannot assume that the ‘best of the bunch’ will be the one ranked.
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