The issue: If your audit is showing URLs with similar content, it’s a heads-up that parts of your site might be stepping on each other’s toes.
This type of issue, known as near duplicate content, isn’t as blatant as duplicate content but can still cause problems.
Let me break down what this means, why it’s an issue, and how you can tackle it.
What Are URLs With Similar Content?
These are pages where the content isn’t exactly the same but is so similar that search engines might struggle to tell the difference.
For example:
- Landing pages targeting slight keyword variations, like “blue widgets” and “red widgets,” that have the same text but swap out the images.
- Product pages accessible via multiple categories, like /torches/pocket-torch and /camping/pocket-torch, with identical descriptions.
While these pages might look slightly different to you, to a search engine they’re practically twins, which can create confusion.
Why Should You Care?
1. Search Engine Confusion
When multiple pages say basically the same thing, search engines aren’t sure which one to rank.
This can lead to keyword cannibalization, where your pages end up competing with each other and dragging down your rankings.
2. Filtered Out of Search Results
3. Quality Signals and Penalties
If this kind of duplication is widespread, it could trip quality algorithms like Google’s Panda.
While a few similar pages won’t hurt, dozens or hundreds of them could impact your site’s overall performance.
Why Does This Happen In The First Place?
There are a few common reasons your site might end up with similar content:
- Keyword Variation Pages: You’ve created separate landing pages targeting tiny keyword differences but reused the same text across them.
- Multiple Paths to the Same Page: For example, a single product being accessible from several categories, creating multiple URLs for the same content.
- Template Issues: Automated page generation can result in similar-looking content across multiple pages if templates aren’t customized enough.
Next Steps: How to Fix URLs With Similar Content
If your audit flagged these URLs, here’s what to do next:
1. Prioritise What Matters
If it’s just a few low-priority pages, you can take your time.
If it’s widespread or impacts key pages, bump it up your to-do list.
2. Consolidate Similar Pages
If you have multiple pages targeting small variations of the same thing (e.g., “blue widgets” vs. “red widgets”), consider combining them into a single, more comprehensive page.
For example:
- Create one page targeting “colourful widgets” and include subheadings or sections for different colours.
This approach strengthens your content and avoids unnecessary duplication.
3. Use Canonical Tags
For cases where duplicate or similar pages need to exist (like a product showing up in multiple categories), use canonical tags to tell search engines which page is the main one.
For example:
- Canonicalize /torches/pocket-torch as the primary page, and point /camping/pocket-torch to it.
4. Differentiate the Content
Once fixed, ensure these issues don’t reappear by:
- Establishing URL standards (e.g., all lowercase URLs).
- Configuring your server to enforce consistent URL structure.
- Using tools to monitor and address any new duplicates.
5. Review Your Strategy
This is a great opportunity to take a step back and look at your site’s content as a whole.
Every page should have a clear purpose and target a unique keyword or audience.
If it doesn’t, consider merging it or reworking it.
Wrapping Up
URLs with similar content aren’t the end of the world, but they’re definitely worth addressing—especially if your audit has flagged several.
Once you’ve tidied things up, you’ll end up with a cleaner, leaner, and more effective website that works harder for you.