How to deal with duplicate content | Jon Earnshaw | SEO in the Shed

Hi, Jon Earnshaw here, Digital Evangelist at Pi Datametrics! Welcome to another ‘SEO in the Shed‘ video, where I share my musings, insights and takeaways with you from the comfort of my garden shed, no less!

For those of you that have come here from YouTube for my Duplicate Content Flowchart, you can get it here:


Download the flowchart


I’ve included my notes below, for you to have a read through if you’re unable to watch 🙂



Duplicate content

I’ve been discussing…

  • What is duplicate content?
  • Why is duplicate content a problem?
  • How can you detect duplicate content?
  • How can you cure duplicate content?

And in a future episode, I’ll dive into ‘Contextual Optimisation’ my tried-and-tested three-step approach to prevent duplicate content!

What is Duplicate Content or Cannibalisation?

There are so many reasons as to why your content could lose visibility in Google. A technical SEO error, a failure to appease the notorious Google algorithm. But one of the most common reasons that we lose visibility is because of duplicate content or cannibalisation.

Cannibalisation is nothing to do with any form of content penalty.

It’s something that happens when Google simply can’t decide which piece of content to return.

It occurs where you have content that is similarly themed and you haven’t made it explicitly clear to Google which piece you need to rank.

And this can come in many forms and varieties. We’ve broken it down into internal and external factors.

There are four main types of duplicate content: Internal, Subdomain, International and Semantic Flux.

But today, we’re just going to focus on the most common kind of conflict: Internal conflict.

What does Duplicate Content look like and what does it mean for your ROI?

Duplicate Content Revenue Loss - Jon Earnshaw - SEO in the Shed

In this example, shown in Pi Position Explorer Chart, this site dropped from position 2 to below position 100 between May 6th and May 15th.

This page is a money page that brings in an average of £600 revenue a day in position 2 of Google for one of its key search terms.

Due to cannibalisation, it lost a week’s worth of visibility, resulting in a revenue loss of £4,200.

What often happens in these kinds of scenarios, is that the site in question takes a hit without knowing why.

They either have no visibility, or only a weekly view of performance, meaning they would see two datapoints: one in the 1st week and one in the 2nd week, which would just show as a straight line.

How can you detect duplicate content?

Duplicate Content and How to detect it - Jon Earnshaw - SEO in the Shed

How do you cure duplicate content?

Duplicate content cure - Jon Earnshaw - SEO in the Shed

Download my Duplicate Content Flowchart

Thanks for reading and / or watching – I hope you found the above useful! For those of you who are struggling with duplicate content, or simply want to prevent it, feel free to Download my Duplicate Content Flowchart, and hopefully your content will be tip top in no time!


Download the flowchart


And for more tips and takeaways, you can do one of a few things: