Google defines duplicate content as “substantive blocks of content within or across domains that either completely match other content or are appreciably similar.” Whether these two pages exist on the same website or on two different websites, duplicate content makes it difficult for search engines to determine which version is more relevant to a search query. When duplicate content exists, the search engine is forced to choose which page is the original in an attempt to provide the best results for its users. Identifying Duplicate Content Sources Duplicate content is not always created with intent. It can often be the result of hoteliers’ “innocent ignorance.” For example, when a hotel signs up with an online travel agency (OTA) they may be required to fill out a questionnaire. If the hotelier provides the OTA with identical hotel descriptions from their own website, the OTA may publish these descriptions without editing the copy or altering the content significantly. This can cause external duplication under two separate domains. The same would be true of a brand website that uses identical copy from property pages on vanity sites for each of the brand’s hotels. Get the full story at HeBS Digital