Google’s John Mueller in an search engine optimisation Workplace Hours hangout answered how Google handles product descriptions which are duplicates from the producers. Mueller assured that it’s not an issue and described what Google does to decide on which web page to indicate within the search outcomes.

How you can Get Round Duplicate Content material Points?

The individual asking the query was involved about an ecommerce retailer that makes use of the inventory product descriptions from the producer. He needed to know if there was a approach to keep away from any unfavorable rating penalties from duplicate product descriptions that had been taken from the producer.

The individual asking the query requested if linking to the unique supply is perhaps a approach to keep away from duplicate content material points.

Google’s John Mueller on Utilizing Producer Product Descriptions

There are No Duplicate Content material Penalties

John Mueller began out by answering that they don’t have to hyperlink to the unique supply to be able to keep away from the implications of duplicate content material.


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He defined that the rationale he didn’t should take that step was as a result of there is no such thing as a algorithmic penalty or hurt from duplicate content material.

Mueller commented:

“So there are two facets right here, in the case of duplicate content material.

To start with, you don’t get a penalty for duplicate content material.

So …even earlier than you look into it an excessive amount of, the one time we might have one thing like a penalty or an algorithmic motion or handbook motion is when the entire web site is solely duplicated content material, …if it’s one web site that’s scraping different web sites for instance.

If these are ecommerce websites and you’ve got the outline that’s the identical and the remainder of your web site is totally different, that’s completely positive.

You don’t want to fret about any demotion or dropping in rating or something.”

How Google Analyzes Web sites for Duplicate Content material

Mueller then shared how Google handles the particular scenario of product resellers who publish producer product descriptions.


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He went into element about how Google is okay with rating pages that characteristic product descriptions which are the identical as on the producer’s web site.

John Mueller defined:

“With duplicate content material we have now primarily two, roughly, various things that we have a look at.

On the one hand we test if the entire web page is identical.

And that features every thing just like the header and the footer and the handle of the shop and issues like that, which in your case this could not be the case as a result of one is possibly a producer’s web site and the outline is identical however every thing round it’s totally different.

In order that’s type of the fundamental type of duplicate content material.”

How Google Ranks Pages with Duplicate Product Descriptions

Mueller subsequent defined the issues that go into rating net pages that characteristic duplicate content material.

He mentioned,

“The opposite form is almost about issues like an outline. That performs a task after we present a snippet within the search outcomes.

So primarily what we attempt to keep away from is to create search outcomes pages the place the snippet is strictly the identical as different web sites.

If somebody is looking for one thing generic which is barely within the description of that product and the snippet that we might present in your web site, for the producer had been precisely the identical, then we might attempt to choose a type of pages and present solely that one.

That’s type of the opposite a part of the duplicate content material story… it’s somewhat bit simplified.

However that additionally implies that if somebody is looking for …one thing generic that’s within the description and we are able to inform that they wish to purchase it and possibly you’re the most effective supply or the native supply of that product or you’ve got it in inventory or no matter, then we’ll present your pages and never the opposite one.

And all of that’s unbiased of you marking up like the place you took the outline from.

It’s primarily, we have now this description, we wish to present it in search and we’ll choose the most effective web page that we are able to present for this description. So from that standpoint I feel it’s at all times a very good apply to have distinctive descriptions in your pages.

However when you’ve got a variety of merchandise it’s not at all times potential.

And it’s additionally the case that we might not penalize a web site for having duplicate descriptions of their merchandise.”

Duplicate Product Descriptions are Okay with Google

Whereas it’s comparatively well-known that there is no such thing as a such factor as a replica content material penalty, it’s typically much less well-known how Google makes use of issues just like the header and footer to find out {that a} web page is a retailer and that it’s distinct from the producer whose product is on the market at that retailer.

One other fascinating level Mueller made is that Google doesn’t wish to populate the search outcomes with the identical actual snippets for each ranked net web page.

Which may appear apparent but it surely’s one thing that some may ignore within the race to rank for “Key phrase XYZ” by including these key phrases to the title tag and headings despite the fact that two or three opponents already rank with the very same key phrases of their titles, ignoring the truth that Google ranks pages with synonyms within the title…

Mueller additionally famous circumstances the place Google would select to rank a reseller over the producer:


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  • When the person intent to purchase is evident and the reseller is the most effective supply for the product
  • The reseller is native and a neighborhood retailer is the most effective outcome

Total, Mueller offered a number of fascinating issues to consider.


How Google Chooses Product Pages with Content material Duplicated from Producers

Watch John Mueller reply the query on the 55 minute mark: