To ensure the most relevant results are shown on SERPs and to enhance user experience, remove duplicate content wherever possible.
Duplicate content is content that has the same information and is published across several URLs. However, duplicate content does not warrant a penalty or impact search rankings, unless the duplicate information is deceptive and is used to manipulate search engines.
Scraper blogs that extract data and content from the brand’s site, shouldn’t be a cause for concern, unless they outrank the original content, as Google knows the page is irrelevant. Brands can add an HTML tag to their guest posts that have been reposted on their sites to help Google differentiate between the original and the republished versions.
301 redirects, which can redirect old or outdated URLs to a new version of the site, can help reduce duplicate content. Further, duplicate content can impact link-building, as search engines usually don’t show multiple pages with the same content, thereby affecting link exposure. Companies must remove as much "boilerplate" information as possible, as Google may interpret repetitive statements like copyright as duplicate content.
[11 minute read]