Duplicate content is duplicate content that appears within one website or on several different websites. The problem may be caused by address variants, store filters, tracking parameters, print versions or copying product descriptions.
Why does duplicate content matter?
The search engine must select an address that it considers primary. If the structure is unclear, signals may be split between several subpages and the results may show a different variant than expected.
The solution may be a 301 redirect, a valid canonical address, consistent internal linking or limiting the indexing of unnecessary variants. The most important subpages should contain unique content that meets the needs of users.
Consistent URLs and a clear user experience
We keep internal links, canonical signals and the sitemap consistent so that users and search engines reach the intended page. We preserve separate versions when they serve a distinct purpose and redirect obsolete duplicates where appropriate. This reduces confusion between competing URLs without removing useful content or treating duplication as a brand communication method.
