When content that’s exactly the same or almost exactly the same appears on two or more pages, that’s called duplicate content. The biggest problem with duplicate content is that search engines don’t know which version of the content to index or show in search results. It’s also difficult to figure out where to direct link metrics, like authority and trust. And when other sites need to choose between duplicate content versions to link back to, any of the many links may be chosen, which dilutes link equity. This is where canonical URLs come in. They’re used to clear up issues presented by duplicate content, which can improve your search engine ranking.
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