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Let's make a necessary premise. Issues such as crawl budget management and duplicate content management become more important as a website grows in size and complexity .John Muller's words on duplicate contentGoogle takes this into account , as the good John Mueller stated in 2017 on his Twitter account. Matt Cutts estimated back in 2013 that a good 25-30% of the web was populated by duplicate content . We thus expect that internal duplicate content will not result in a penalty .Let's see them rather as a ballast that hinders the ranking of strategic pages. Translated into "mathematical" terms, it is a function in which organic positioning worsens as the number of duplicates increases .
Let's be careful though.If duplicates - understood as pages with almost Special Data identical content - are created with the malicious intent of monopolizing the SERPs , as in the case of the infamous doorway pages , then they expose themselves to the risk of receiving a red card or a penalty , whether algorithmic or manual.What about external duplicates ? Those can lead to a penalty as they are, in all respects, copied content . Since the introduction of Google Panda in 2011, the algorithm has become increasingly precise in detecting low-quality content , such as that extracted and generated automatically, so-called “ scrapped content ”.Let's dispel another myth. Does spinning text help avoid duplicate content ? Until a few years ago this black hat technique worked great.But times have changed, Google now knows how to recognize even spinned texts .Tool to find Duplicate ContentHere is a review of the main tools , free and paid , for detecting internal and external duplicate content . As we will see, some involve manual controls , through Google operators and the reading of some indicators on Screaming Frog, and then moving on to the most used tools .Search OperatorsUsing search operators we can make initial diagnoses quickly .
We use the site operator to narrow down the field to a certain domain and the intext operator to search for a certain portion of text .Let's see a practical case of external duplicate content. One of the most frequent cases of duplication is the failure to customize the technical data sheet between the parent company and retailers. Let's take a random smartphone like the Samsung A50 , we will retrieve a portion of the text from the card on the brand's official website and use it inside an intext operator.How to find duplicate content in product sheets with intext operatorIn less than a second, we obtained the list of all the sites that contain the same and identical piece of text . As we suspected, there are many retailers who have not customized the official card and who will struggle to position themselves .
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