SEO
Duplicate Content: What It Is and How It Hurts Your SEO
Duplicate content is a common SEO mistake that can seriously harm your Google rankings. Find out what it is, how to find it, and how to fix it.
Duplicate Content: What It Is and How It Hurts Your SEO
Duplicate content is exactly what it sounds like: the same (or very similar) content appearing at multiple URLs on your website — or appearing on your site that also appears elsewhere on the web.
It's one of the most commonly misunderstood SEO issues — and it can silently drain your rankings.
Why Google Dislikes Duplicate Content
When Google finds the same content at multiple URLs, it has to decide which version to show in search results. This 'dilutes' the ranking potential between multiple URLs, rather than concentrating it on one.
Google may:
- Choose the 'wrong' version to index
- Show neither version if it can't decide
- Assign less authority to both pages
Common Causes of Duplicate Content
1. HTTP vs HTTPS
If your site is accessible at both http://example.com and https://example.com, Google sees these as two different URLs with identical content.
Fix: Redirect all HTTP traffic to HTTPS.
2. WWW vs Non-WWW
Similarly, www.example.com and example.com can cause duplication.
Fix: Choose one version and redirect the other to it.
3. Trailing Slashes
/page and /page/ are different URLs but identical content.
Fix: Standardise your URL format and add canonical tags.
4. Session IDs in URLs
Some e-commerce platforms add session IDs to URLs, creating thousands of duplicate pages.
Fix: Configure your CMS to avoid session IDs in URLs or use canonical tags.
5. Printer-Friendly Pages
Old-fashioned printer-friendly versions of pages create exact duplicates.
Fix: Remove them or use canonical tags pointing to the main version.
6. Copied or Syndicated Content
Copying content from other websites — or having your content republished elsewhere without a canonical tag — creates cross-domain duplication.
Fix: Always create original content. If syndicating, ensure the publisher adds a canonical tag pointing to your original.
7. Similar Category/Tag Pages (WordPress)
WordPress generates multiple index pages for categories, tags, and archives — often with very similar content.
Fix: Use a plugin like Yoast SEO to noindex low-value archive pages.
How to Find Duplicate Content on Your Site
Free tools:
- Google Search Console (Coverage report)
- Screaming Frog (free up to 500 URLs)
- Siteliner (free duplicate content finder)
Search trick: Type site:yourdomain.com 'exact phrase from your content' — if multiple results appear, you may have duplication.
The Fix: Canonical Tags
A canonical tag tells Google which version of a page is the 'master' version. Add to the <head> of each duplicate:
<link rel="canonical" href="https://www.example.com/main-page/" />
Need a Duplicate Content Audit?
Our SEO service includes a full technical audit that identifies and fixes duplicate content issues. Get in touch.
READY TO IMPLEMENT?
Let OWD build your website
Get a professional, SEO-optimised website from just £90. UK-based, personal service, no hidden fees.
Get a Free QuoteKEEP READING
Related Articles
SEO
Why Is My Website Not Ranking on Google UK? A Guide for Small Businesses
Struggling to get found online? Discover why your website is not ranking on Google UK and learn actionable steps to improve your local search visibility today.
SEO
Do I Need a Blog on My Website? A Strategic Guide for UK Small Businesses
Wondering 'do I need a blog on my website?' Discover how consistent blogging can drive traffic, build authority, and boost sales for your UK small business.
SEO
Why Is My Website Not Ranking on Google UK? A Guide for Small Businesses
Is your website not ranking on Google UK? Discover common reasons your site is invisible and learn actionable steps to improve your local search visibility today.