How to classify your ecommerce product pages when they are filled with duplicate content : E-COMMERCE MARKETING

Ecommerce duplicate content

The Internet as early as 2005 exploded with concern about duplicate content.

And then, in 2013, one of the Google employees shared this with us from everywhere 25% -30% of the content on the Internet was double content, and That fact is perfectly fine.

However, this does not mean that you should completely ignore the effects of duplicate content on your SEO.

You don’t want this, especially if you are an e-commerce company.

Google has changed over the years, as has our understanding of digital marketing.

While you were previously able to rate all of your product pages using strategic keyword stuffing, this method is no longer practical.

That was never good for your end user anyway.

Nowadays, you need a more sophisticated approach so that Google can rate your product pages with double content.

In this post, I’m going to show you a few ways you can create a roadmap for your website so that Google can rank your product pages.

But before that, I want to examine in more detail what duplicate content is and why you should be aware of it.

What is duplicate content and why bother?

Before you can start solving duplicate content SEO problems, you need to know what you are dealing with.

And although it sounds straightforward, this topic actually has a certain nuance.

Check out to get started this quote from google that explains what duplicate content is:

Duplicate content generally refers to blocks of content within or between domains that either fully match or are noticeably similar to other content. Most of the time this is not misleading about the origin. Examples of non-malicious duplicate content can include:

  • Discussion forums that can generate both regular and reduced pages for mobile devices
  • Save elements that are displayed or linked via several different URLs
  • Printer-only versions of web pages

It’s pretty easy, isn’t it?

You are looking for content that is exactly the same or “noticeably similar” and is not misleading or malicious.

Later in this post, Google further explains that unless the intent of your duplicate content is malicious, You will not receive a direct penalty for it.

That’s right: duplicate content does not directly damage your SEO.

And Google has included in the file several times to explain that there is absolutely no direct penalty for duplicate content.

A particularly noteworthy example of their efforts is this one-hour Q&A video that they devoted to the topic:

If you would like to deal with this topic in detail, I strongly recommend that you listen to it.

However, the key here is that the problems caused by duplicate content are not direct.

they are indirectly.

This means that you have to invest a little more work in optimizing duplicate content elements.

And that makes sense if you think about it.

E-commerce shops often create their content pages from a boilerplate or a product description that companies use across the web.

If Google looks at this content and classifies it as “thin”, “manipulative” or “double spun”, you are on the wrong foot.

And it probably points to deeper problems that your SEO will be constantly troubled anyway.

Of all of this, Google gives us two takeaways:

  1. Duplicate content that is not manipulative or “spun” will not be punished.
  2. The rest of your SEO is still important.

In essence, Google has only one unique way of dealing with duplicates, which we’ll cover in a moment.

But first, let me show you what good duplicate content looks like.

For example, just google “thermos flask” and look at the results that appear.

thermos 2

Here we have a list of three e-commerce sites and an article.

All three e-commerce websites sell a similar product (or possibly even the same product).

Even though the titles, meta descriptions and retailers are different, there is still a good chance that most of the copies and images on these and other sites are quite similar.

Do you see how this could make it incredibly difficult to rate a product page like this?

In fact, as far as most SEO experts can tell, you’re really just duplicating content presents three main themes for search engines.

First, it is difficult for Google to know which version of a page to index.

Second, it tarnishes the metrics and strength of backlinks.

And third, the natural result is that Google doesn’t know which page to place in the search results.

This is a problem for most ecommerce websites because you make money on your product pages.

However, let’s take a look at what duplicate content looks like on an actual page.

Back to our thermal search: Let’s say we click on two entries.

Here is a clip of one Amazon entry::

thermos amazon

And then here is a screenshot of one eBay entry::

thermos ebay

As you can see in the highlighted fields, these product descriptions are identical on two reputable sales pages.

How can it be that two websites are important for a copy-paste job?

Part of the answer is that duplicate content isn’t necessarily spam for Google.

However, the truth is that if duplicate content is available, website owners can suffer rankings and traffic losses.

And these losses are often due to a major problem:

Search engines rarely display multiple versions of the same content.

This means that they choose the “best” page version. The result is fewer duplicates on the top page.

If you have similar products that address different customersThey are particularly vulnerable to this problem.

In the example of the thermos flask, this could look like this. Here is a clip from the Thermos website::

Thermos website 1

As you can see, this is a fairly standard, clean list of product features for a product.

But what happens when you click on another product?

Suppose you want to find a smaller thermos::

Thermos website

Except for the minor differences, these descriptions are exactly the same.

Since approximately 80% of the copy is identical, only one of these products is likely to be ranked.

And how Moz illustrated with humorGoogle will try to rate one of the duplicate posts instead of all.

duplicate content 1

To summarize, Google tries to filter duplicate content.

Therefore, the need to use duplicate content in some cases is a problem.

How do you classify individual product pages for different products with similar attributes?

According to HoboSEO suffers mainly because most e-commerce websites lack positive signals that there is clear content or added value from their duplicate content.

So the solution is to generate these positive signals.

Google rewards uniqueness and added value in every form.

And how do you do that?

I would like to go into this later in this article.

Let’s start with ways to make “duplicate” content unique in Google’s eyes.

If possible, focus on creating unique pages

This first point may seem a bit counterintuitive since it is in direct contrast to the concept of double content.

But that’s really the point I’m trying to make.

When someone literally copies large parts of the content, it usually means that Google assumes that the entire page is just a copy of something else.

And after John Mueller from GoogleIn cases of copied content, Google tries to “help you by selecting only one and displaying it”.

We don’t want that.

So if you don’t want this to happen to you, the only solution is to make the pages truly unique.

You have to make sure that each side can stand on its own.

But don’t just take my word for it.

Take a look at this example ConversionXL. They did a case study on a mobile site that contained duplicate content.

Screenshot 2016 02 22 at 9.24.33 am 1 519x426

Aside from some design elements, the standout problem was the amount of duplicate content on the page.

They have tested extensively, modified the page and cut out duplicate and less important content areas:

Screenshot 2016 02 22 at 10.09.00 a.m. 1 476x426

Do you see what difference the legibility of this page makes?

While you may think that more information is better, it is quite possible to give information that creates a pointless overlap.

In this case, Google only sees the original as a “thin” copy, which may be due to the keyword filling.

After all of ConversionXL’s work, these conversions grew 24.5% and sales of this product page increased 68%.

Screenshot 2016 02 22 at 12/10/05 1 1

As with your other content, the original copy on your product pages will perform better.

While it may take a little longer, a valid solution is to make an individual copy for each individual product page instead of relying on a boiler plate.

You get better rankings and more traffic on your website.

All you have to do is be a little more creative while reusing and recycling content.

Take the product pages out of the Rocky Mountain Soap Company, for example. Here is one of them:


At first glance, this looks like a normal product page.

And it’s really normal. It has all of the typical attributes you would expect, such as an image, a copy, and social evidence.

But this page really stands out if you put it against another bar of soap from the same company:

soap 1

It uses the exact same format, but look at the copy carefully.

While it advertises roughly the same product, it has a very different story.

And that means they took the time to weave a story around this product so that it stands out from a search engine.

They still optimized it for keywords and developed it for e-commerce, but the SEO value increases dramatically as it doesn’t come from a boilerplate.

Although this may require some additional effort, I recommend this approach first as I believe it is the best.

With e-commerce, you need to remember that your goal is not just to prove that your product is good, but to show it Your company is the right choice.

If you can demonstrate that your company is related and your product is good, there is no reason for visitors not to buy from you.

And this increased data traffic only signals good things to Google.

So take the time to create unique content for your product pages if you can.

You don’t just rank high on Google. You will also sell more products.

You can then edit your duplicate URLs.

Clean up your urls

Once you’ve cleaned up your content, it’s still possible to have duplicate content that will confuse your SEO if you don’t deal with it.

A search engine also considers session IDs, tracking URLs, printer-friendly pages, or paginated comments as potential areas for duplicate content on your website.

And since you can’t always remove these elements, you need to make sure that Google knows what’s duplicate and what’s original by cleaning up your URLs.

To show you what I mean, check the following URLs:


Do you notice something very familiar about everyone?

A developer looks at this list and says it’s all one page.

However, a search engine sees five duplicate contents.

Even if a user only has different options to get into your website’s database and draw the same page, duplicate content will appear in a search engine.

The solution is to set up a preferred domain Google Webmaster Tools.

Follow the link above and then select “Site Settings” under the gear icon.

You can then choose whether to display your URLs with or without “www”.

This tells Google to prioritize a specific URL to minimize duplicate content problems.

The added bonus is that you still retain all link permissions from domains that are not your preferred domains. Instead, visitors only land on your preferred website.

Once you’ve done this, you’ll also need to make sure that all internal links on your website maintain that consistency.

This is how it looks on my website:

internal 1

I have set my website to display without the “www”.

So I have to make sure that my internal links keep this consistent.

When I click on the internal link, I find the following:

internal 2

It has the same URL settings.

However, this becomes somewhat more difficult for product pages.

The way developers set up ecommerce websites often makes this inherently difficult.

For example, you may have for a product page if the rest of your website is

Do you see how this could cause an SEO problem?

If you have set up a preferred domain, all your links will be shown there, especially for product pages.

So if you can find a way to keep your product page, blog post, and landing page URLs consistent on your website, you can avoid confusion and minimize duplicate content problems.

However, there is another option that you can use to fix this problem.

Setting up canonical URLs is a bit of a hassle, but it shows Google which product page is the original.

You can set this with the rel = canonical command.

This helps ensure you Rank for your preferred page instead of an alternate page.

duplicate content 5

To summarize, canonization can use a specific formula in your HTML code to indicate which page is your preferred page.

Imagine two pages: URL A and URL B.

In this case, URL B is a duplicate of URL A.

By doing In the section of URL B you can insert the following command:

This tells the search engine that you are using duplicate content and that all URL B SEO attributes should be reapplied to URL A.

This means that you now have two pages that provide SEO attributes to one page.

As you can see, I’m using this tag for my own site:


With this tag, Google no longer has to choose between two double pages at random.

In this way, you can tell Google which product should be ranked for.

Essentially, Consolidate your URLs Puts product pages in a format that is easier for a search engine to understand.

This makes cleaning up this aspect of your product a powerful tool in your SEO strategy.

In the case of duplicate content pages, there is another aspect to consider.

Make your high quality search terms

According to Shopify’s e-commerce experts Freeze your keywords Optimizing duplicate pages for the variations is a simple and straightforward way to improve your SEO.

You need to identify what types of terms you should pursue.

Then aggressively expand your list to meet a variety of potential searches.

Once you have your list drawn up, you want to limit it to what is most relevant to your product.

Then, wipe out your keywords to get the best results.

I have seen this knowledge from my own experience Keywords for certain products will help you organize them.

And with a research tool like Ubersuggest is the perfect place to start.


All you have to do at the beginning is to insert words or phrases related to your product.

You get an extensive list of keyword ideas that you can add to your original list.

usug 1

Nehmen Sie sich Zeit, um verschiedene Wörter und Sätze zu verwenden, um sicherzustellen, dass Sie eine gute Ausgangsbasis haben.

Ich empfehle auch, nach Standort zu suchen, wenn Ihre E-Commerce-Bemühungen einen lokalisierten Ansatz haben.

usug location 1

Sehen Sie, wie Sie dadurch eine völlig andere Liste von Schlüsselwörtern erhalten?

Das Keyword “Aluminiumflasche” war noch nicht einmal in unserem ersten Suchergebnis enthalten.

Wie Sie sehen können, gibt Ihnen die Suche nach Standort noch mehr Ideen, aus denen Sie ziehen können.

Ich würde auch empfehlen, die Suchleiste von E-Commerce-Giganten wie Amazon für Keyword-Vorschläge zu verwenden:


Optimizing for these keywords will help you create unique variations of product pages that will help your SEO and increase your page ranks, conversions, and revenue.

Now, let’s look at a good example of what your keyword research can do for you.

The brand Perfect Keto sells a variety of different protein powders that they’ve geared toward individuals on a ketogenic diet.

Here’s one of their product pages:

keto 1

As we’ve seen before, this is a pretty typical product page.

But it’s actually quite special when you start scrolling through, mainly because of the way they’ve implemented different keywords.

Look at the product description on this page:

keto 2

As we saw earlier, this isn’t your normal boilerplate duplicate content.

It implements storytelling and strategically places high-level and industry-specific keywords in the copy.

If someone were to search for “zero carb keto powder,” here’s what they would see:

keto search

Three of the top five results are for this particular brand.

And that’s because of the clever way they’ve implemented their keywords.

Here’s another example from the top result in the image above:

keto 3

It uses the same and familiar storytelling, but it relies on a different set of keywords to tell Google what the page is about.

The result is that both of these pages rank high for a related search without jeopardizing the other’s position.

And better yet, they don’t cannibalize each other by relying on the same keyword:


If you were to do an internal search for “Aluminum bottle” on the site above, it would be difficult to pin down the exact result you want.

That means that pages like this are needlessly competing against each other.

So, pinning down and using unique keywords is a great way to improve your SEO.

If you vary duplicate content by using unique keywords, you can potentially rank your pages without competing against yourself.

And that means more clicks, sales, and revenue.


A lot of hubbub surrounds duplicate content. But that shouldn’t frighten you away from handling any potential issues that might arise from it.

And, while the potential pitfalls are only indirect, you can still suffer needlessly from mishandling any duplicates on your site.

Your best bet is to start by creating unique variations of your product pages. That can eliminate the problem altogether.

If that’s not always possible, create pathways for Google’s crawlers by tidying up your URLs and optimizing your site’s structure.

Finally, make sure you’re varying your keyword usage so that a larger number of searches can land you sales.

If you follow these simple steps, you’ll be able to rank numerous pages with similar products and duplicate content.

And that means growth for your business in the long run.

How have you dealt with duplicate content issues on your site?

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