SEO is a large part of your brand marketing strategy…or at least it should be. Without effective SEO, you run the risk of your brand not being found. And without proper SEO (like optimised content that is not duplicated anywhere on the web), you run the risk of your brand getting attention for all the wrong reasons.

The SEO experts at How to Build a Brand always advise that webmasters do everything possible to avoid posting duplicate content on the web. Apart from plagiarism issues, search engines are not kind to duplicate content and may not index any pages except those which they determine to be the original or the best.

Intentional duplication is, of course, a problem – but there’s more. Often, well-meaning online marketing personnel inadvertently duplicate content on the web. Their intentions are good, but the results are not. Read on to learn how you can tailor your brand marketing strategy to avoid the publication of duplicate online content.

A Brand Marketing Strategy Free of Duplicate Online Content

Here are some ways, albeit unintentional, that duplicate content can sabotage an otherwise stellar online brand marketing strategy and its SEO plan:

  • Printer-friendly pages:  Often, a web page will be linked to a version of itself that is suitable for printing, meaning that the text on both pages is identical…a.k.a. duplicate. Search engines will not differentiate one as a printer-friendly version – they will simply penalise your webpages with poor search engine rankings.
  • Session IDs:  Often, websites will track the movements of users. This tracking data is fed to search engines, causing the same content to be indexed under different URLs, which looks like duplicate content to crawlers. We recommend speaking to your web developer to ensure that your website is not suffering the consequences of this practice.
  • Product descriptions:  When different websites sell or offer the same products, duplicate descriptions can easily result. Coming up with fresh ways to describe products that have the same name, manufacturer, and purpose can be challenging, but if the effort is put forth (by hiring a creative copywriter, for instance), your SEO brand marketing strategy will remain free from duplicate-content-syndrome.
  • RSS feeds:  When a number of sites use the same RSS feeds, and text from the original site is included, crawlers will detect duplicate content, and search results may suffer.


  • Canonicalisation:  Search engines may view a single web page as multiple pages containing duplicate content if that same page is presented by the webmaster with a number of URLs. Again, speak with your web developer to determine if this practice may be causing problems for your brand marketing strategy.

Of course, these are just a few examples of how inadvertent duplicate online content can disrupt your plans for an effective SEO campaign.

Your brand marketing strategy will benefit from more information on this and other SEO tactics. To get that information, simply call How to Build a Brand on +44 (0) 208 213 6776 or email us on [email protected].

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