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Don't Play It Again, Sam
Googlebot is no dummy.
Say you sell kitchen widgets, and that they are used for cooking. Some people search for "cooking widgets" and some people search for "kitchen widgets". You want both groups of people to find your website.
Now, you can really only optimize a page for one search phrase or the other. One of the phrases must be dominant. Even if your title tag reads "Kitchen Widgets | Cooking Widgets", you're emphasizing "kitchen widgets", and some other widget-maker could come along and optimize for "cooking widgets" and leave you (GASP!) in second place for that search phrase.
So, you think, I'll create TWO pages -- one with the title "cooking widgets" and the other with the title "kitchen widgets". And then I'll just keep the content the same, but switch the keywords around some.
But Google knew you were gonna try that.
Googlebot is on constant lookout for this kind of page-duplication. You can't get away with it. Copying and pasting content just doesn't work.
But there are some things you can do.
- GOOD. You can categorize your widgets, giving them a separate page for each one. Then optimize for different keywords phrases in each new page.
- BAD. You can make a template (Google understands duplicated menus, headers, and footers), and have sufficiently unique content in the body of the pages. On one page, focus on how your widgets perfectly accessorize a kitchen. How their functionality is only matched by their esthetic value, how they are not only great for cooking, but they also make your kitchen look great. Then, on the other page, talk about how much easier cooking is with your widgets. Talk about how they are superior, easier to use, and while they are beautiful as part of your kitchen decor, people want them for how great they are at their cooking tasks.
If you do it right, you'll have a two pages that describe the beauty and functionality of your widgets, but you've come from two separate angles, and optimized for both sets of keywords.
Of these two options, number 1 is better for a variety of reasons. The crosslinking reinforces each page. You don't run the risk of sounding too similar to Googlebot and being punished for it. And how do you link to both your pages if they are both, in essence, just the catalog page for your widget? You can quickly confuse users if you start giving out links to pages that are, in essence, for the same product.
Sorry. There's no easy way around it. Googlebot is too smart now. The key to improving search engine rank is good, unique content.
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