How To Handle Duplicate Content At Enterprise Scale

Minimize redundant material on enterprise-level sites. Using dynamic, technological, and copy-based scaling methodologies, the following are seven helpful hints:

Duplicate content may be a hindrance to the efficiency of search engine optimization (SEO) and can prohibit your search strategy from achieving certain objectives.

It is also not beneficial to those who are searching for information, which leads to search engines like Google finding other material to be the more appropriate solution.

Search engines have the ability to exclude sites from the top search results and also include specific pages in their indexes, some of which may not be the page that you would want to be highly placed for your website.

The presence of duplicate material is not always an indication that someone has illegally stolen or duplicated your work without your consent (although that does happen).

At the enterprise level, you could work with dealers, affiliates, or other third parties that sell your items by making use of your content.

There is a possibility that sites that are a part of the same business model as yours, or that offer items or services from the same creator or manufacturer, will contain material that is identical to yours.

Even if you aren’t doing anything dishonest or spammy on your website, you still need a plan for dealing with duplicate material both on your site and on other websites that are connected to yours.

When you’re dealing with a business website, you don’t have the luxury of just editing a page or two or creating some custom tags to fix the problem.

Enterprise websites that include possibly hundreds of pages, goods, services, locations, or regulated material have a number of obstacles. These issues may be broken down into various categories.

The good news is that there are particular methods that can be used to deal with duplicate material on an organisational basis.

Guidelines For Content Use

It is essential that you exercise as much control as possible over the manner in which the material is used if you are the owner of the content or the creator of the content and others sell, feature, or licence your goods or services.

In order to protect the integrity of your brand, you will probably agree to let dealers, suppliers, and affiliates utilise descriptions and specifics.

However, in order for your website to keep its highest possible authority and rankings, you will need to establish certain restrictions about the information that can and cannot be utilised. In addition, there are specific scenarios in which you may require regulations or principles about attribution.

It is essential to take any and all measures possible to prevent the “borrowing” or usage of material that you have designed to be an integral part of the distinctive content of the parent brand.

That does not imply that other people cannot use it; but, you should make it clear what uses are permitted without attribution, what uses demand it, and what uses are not permitted.

The process of auditing

Be aware of the parts of the material on your website that are repeated on other pages or elsewhere on the internet. There are a number of excellent tools that are included in SEO tool suites as well as independent programmes such as Copyscape that can identify and report instances of duplicate content.

Establish a regular procedure and routine for doing internal site audits in addition to web audits to check for duplicate material. This will allow you to discover anything new that may have been added.

This gives you the ability to identify any usage (as mentioned in the previous paragraph) that are not permitted to attempt to control or navigate.

Variable labels that are dynamic

Enterprise-level websites often consist of thousands of individual pages.

They are not conducive to having manual title tags, meta descriptions, or header tags added to them. Even if they did, it would need a significant amount of work to generate, monitor, and document the tags to ensure that they do not include any instances of duplication.

It is essential to generate a dynamic collection of tags for big websites that are used for lead generation, e-commerce, or brand promotion and that include user-facing material such as items, blog entries, technical specifications, and vast portions or databases of such content.

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Back in the day, this meant that an SEO would collaborate with a developer to construct formulae for tags that would be built based on information from a database. The majority of today’s websites are powered by content management systems, which make it possible for tags to include dynamic variables and syntax.

Make use of dynamic tagging and the variables to your advantage in order to scale the content of headers and tags in order to guarantee that they are unique to the page’s content and are as pertinent and particular as is feasible.

Evaluate Global Template Content

The more unique header, footer, and other global page material you have on every page, such as navigation and sub-navigation, the more unique body content you are going to require.

If you are striving toward a recommended practise of having no more than 20 percent plus or minus duplicate content each page, this is a significant consideration.

This is of utmost significance for sites that do not have a substantial amount of text or that do not contain long-form material.

It is common practise to overlook the header copy, text in links, and footer material that are consistent across all pages or inside certain sections or categories of content.

In a mega menu, you shouldn’t go to the trouble of explaining each and every link on each and every page if you don’t have to.

If you do not need to provide a lengthy disclaimer on the bottom of each and every page, omit doing so. Find strategies to reduce the amount of global material you have to provide, and be aware that if you have to include a lot of it, you will need to include more body content to make up for it.

A Copy That Can Be Scaled

This may be the most difficult way for eliminating duplicate material in businesses or preventing its occurrence. The process of scaling up copies may be time-consuming and challenging.

I highly encourage that you try to get on board all of the relevant stakeholders if at all possible.

I worked with a restaurant chain that had about 100 locations across the country, and although it took some time and effort, we were able to reach a point where each restaurant’s page on the website contained at least 80% original content. This was a goal that we set for ourselves when I started working with the company.

In addition to that, we were able to extend the pages into parts that each include their own distinct material.

That was a game-changer, and it assisted us in achieving top ranks in both conventional and local search across all areas. We could even be able to compete with other restaurants operating in the same market by stacking our ranks at the top to prevent being filtered out by Google.

If at all feasible, you should collaborate with the people who create the content, the franchisees, the copywriters, the user experience designers, and the developers in order to build distinct copy and content for each location.

When it comes to items and e-commerce, it is best to begin by demonstrating the value of product categories or product lines.

As goods become more specialised and sophisticated, dynamic content blocks, which are analogous to the dynamic tags mentioned previously, should be used to factor in more extensive material on each page.

Content Generated by the User Community

I suggest searching for methods to include user-generated material in addition to growing content inside internal resources. This is in addition to scaling content internally.

This might include bringing in reviews (if displayed as content on the page), testimonials, frequently asked questions (FAQs), forums, and other information that helps balance duplicate content from page to page and provides fresh, original writing regarding the subject matter of that particular page topic.

As long as there isn’t a strong requirement for moderation, legal review, and other gatekeeping measures that place a load on the enterprise-level operations, this may offer an opportunity for scalability with fewer internal resources. This can create an opportunity for scale with fewer internal resources.

Canonical Tags

When dealing with duplicate content on corporate websites, canonical tags may be an excellent option. Depending on the circumstances, they may be the final resort or the first line of action.

However, a more sophisticated grasp of how to utilise them and the hazards associated with faulty logic and implementation are required in order to use them properly.

Any circumstance that involves pagination—as opposed to lazy-loading, AJAX, or endless scrolling, all of which may still make use of canonical links and offer their own indexing challenges—should adhere to a standard for the usage of canonical tags.

In any circumstance in which you purposefully have duplicate material on your website, you should make use of canonical tags to direct users to the page that you care about the most in terms of its position in search engine results.

Being transparent about the existence of duplicate content on your site is the first step toward maximising the link value and exposure of a single page.

There is no question that it is preferable to have one page highly rated as opposed to the incorrect one (that you do not want) or none at all.

When it comes to pages that are located on other websites, you have the option of linking back to the original across domains in order to guarantee that credit and attribution are provided in the appropriate manner.

Even if you are unable to get the canonical implementation, you should at least make an effort to obtain an attribution link that leads back to the source.


The extent, breadth, and scope of linked firms or entities that are authorised to use the same copy presents a unique set of issues for an enterprise website’s content management and strategy. These connections aren’t always feasible to control, which adds to the complexity of the situation.

You may decrease the quantity of duplicate material by using dynamic, technological, and copy-based scaling tactics, or you can manage it in ways that offer you control over the scenario and pages that derive benefit by using those strategies.

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