The issue: Finding URls with duplicate page titles flagged in your audit might not sound like a big deal at first, but it’s one of those sneaky SEO issues that can impact your site’s performance if left unchecked.
So, what does this mean, why does it matter, and how do you fix it? Let’s break it down.
What Are Duplicate Page Titles?
Duplicate page titles occur when two or more indexable pages on your site have the exact same title tag.
Since the page title is one of the most important on-page SEO factors, having identical titles across multiple pages can create confusion for both search engines and users.
For example, if your product pages all have the title “Wireless Headphones” instead of including specific product names like “Apple AirPods – Wireless Headphones,” search engines and users won’t know which page is the most relevant.
Why Does This Matter In The First Place?
1. Keyword Cannibalization
Duplicate page titles can lead to keyword cannibalization, where your own pages compete against each other in search results.
Instead of one strong page ranking well, you end up with several weaker pages vying for the same keyword.
2. Lost Clicks
The page title is the first thing users see in search results.
If multiple pages show up with the same title, it’s less clear which one is relevant to their query, potentially costing you clicks.
3. Quality Algorithm Risks
If duplicate titles are widespread, it can signal poor quality to search engines.
While duplicate titles alone won’t trigger penalties, they can contribute to larger issues that impact your site’s organic visibility.
Why Does This Happen?
Duplicate page titles usually happen because of:
- Human Error: Titles are accidentally duplicated when creating content.
- Template Issues: Page templates pull the same generic text into the title tag, like a subcategory name instead of a unique product name.
- Dynamic URL Problems: Pages generated dynamically (e.g., e-commerce sites) fail to create unique titles for individual products.
Next Steps: How to Resolve Duplicate Page Titles
If your audit has flagged URLs with duplicate page titles, here’s how to tackle the issue:
1. Review the Scale
Start by assessing how widespread the problem is. If only a handful of low-traffic pages are affected, it’s a minor issue.
However, if dozens or even hundreds of key pages have duplicate titles, prioritizing this fix is critical.
2. Update Titles Manually
For smaller-scale issues, you can manually update page titles to make them unique.
Use specific, descriptive titles that include primary keywords:
- Instead of “Wireless Headphones,” use “Apple AirPods – Noise Cancelling Wireless Headphones.
3. Fix Template Issues
If duplicate titles are caused by a template, work with a developer to adjust how titles are dynamically generated.
For example:
- Ensure the product name, category, or other unique attributes are included in the title tag for each page.
4. Implement Best Practices for Titles
When creating or updating titles, follow these guidelines:
- Include primary keywords naturally.
- Keep titles concise and descriptive (50–60 characters is ideal).
- Ensure titles align with the content of the page.
5. Canonicalization for Duplicates
If some pages must remain as duplicates (e.g., due to site architecture), use canonical tags to signal the preferred version to search engines.
This helps consolidate ranking signals and avoid confusion.
Wrapping Up
Duplicate page titles might seem like a minor detail, but they can have a ripple effect on your site’s performance.
Fixing them isn’t just about keeping search engines happy—it’s also about creating a better experience for users.
Your audit has already flagged the problem, so now’s the time to take action.