Question

Topic: SEO/SEM

Duplicate Content On Multiple, Similar Sites

Posted by AriRose on 6/14/2016 at 9:00 AM ET 500 Points
Our company manages a chain of rehabilitation centers and nursing homes (30+). Each location has their own website, with a unique URL. However, most of the locations provide the same or very similar service (rehab support, nursing care, etc...), just in a different city or geographic location.

We created all the sites with the same template, and much of the same content in describing the general services provided. Of course, the About Us page is unique for location, staff, etc... but many of the pages have the same content across different URLs (plus or minus minor differences).

See examples here -

https://windsorgardenslosangeles.com/nursing-services/
https://windsorgardenslongbeach.com/nursing-services/
https://windsorartesia.com/nursing-services/

Is this considered duplicate content?
Will Google penalize any of these sites?
Will minor changes in the content solve the problem? (Not sure if this is feasible in 30+ sites...).
Any other suggestions?

Thank you.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 6/14/2016 at 10:14 AM Member
    As a minimum, use different alt text for images on the various sites to both help SEO and clarify to search engines that images have different meaning. Also - is there any reason you don't link your various sites to each other - so people that find one of your centers, they might be interested in finding others in different areas?
  • Posted by Blaine Wilkerson on 6/14/2016 at 11:18 AM Accepted
    I'll answer your questions in order. Then I'll recommend a solution.

    1. Duplicate content? - Yes.

    Anytime you have identical (or slightly changed ) content on different URLs, it's duplicate (even worse if you own all the sites, the sites are hosted on the same server, and you link the sites to each other). Not the "safe" kind of duplicate, but the "no bueno" kind of duplicate.

    Wait...what is "Safe" duplicate content?

    Well, content syndication with proper "rel=canonical" markup is safe.

    A loser scrapes one of your articles and posts it on his sucky site -- generally safe unless they outrank you, send spammy links to your site, or steal all of your content. Google usually knows which version was created first, assuming the content is actually visible to Google and shows up in search.

    2) Risking a penalty? Yes. But perhaps not quite what you think.

    While Google may slap a manual penalty (very bad...especially if they think you are manipulating search results), the "penalty" I'm worried about is more of a consequence...and it relates to diluting your brand, site links, and local search rankings.

    The consequences of what, you ask?

    Having 30+ domain names with city names added. Oh, and 30+ sites that have XX pages of duplicate content.

    I mean, which site should google rank? Which one is the original? Where is home base? Etc. it gets confusing for Google and users.

    And you don't want to confuse Google (or your clients). When Google is confused it either: does nothing, tries to figure it out, or slaps a penalty.

    3) Will minor changes help? Nope. Google is too smart for that now.


    So, what in the hell do you do?

    A) Get help. As in pay good money to have a qualified SEO expert help you (And no, your IT guy who reads lots of SEO blogs doesn't count). Seriously.

    B) Consolidate everything into one primary company domain (one without a location in the name). Then create unique pages with unique content for each location. Use subdomains or subdirectories (eg: WindsorGardens.com/LosAngeles/). So use separate pages and subdirectories -- Not separate websites.

    And sorry, but no... 30+ domains with city names appended to the brand name does not help with SEO/SERP.

    C) Create unique content for each location. Every city is unique. Address the problems/solutions that each location provides (eg, laws, insurance, travel times, safe location?, unique places the residents can go).

    You can keep the duplicate stuff in ONE place under the main domain.


    D) Optimize each location page for local search. Basically you treat each location page as its own website. There are many parameters to this. And this is where an SEO expert and Google Webmaster support can help you.

    E) Communicate with Google and Bing. Create a Google Business account and Install Google Search Console on your main site. Then call or email support. This puts you in contact with the people who review issues, investigate spam, and apply the penalties. The more upfront and open you are, the more likely they will help you. (Spammers don't usually call Google and ask for help with duplicate content).

    Here's a few links to some good authoritative articles about the topic:

    https://moz.com/ugc/get-your-multilocation-business-ranking-in-multiple-cit...

    https://searchengineland.com/local-seo-multi-location-businesses-224732

    https://www.searchenginejournal.com/local-seo-optimize-website-rank-multipl...


    Links about duplicate content in general:

    https://moz.com/learn/seo/duplicate-content

    https://support.google.com/webmasters/answer/66359?hl=en


    Hope this helps.

    -- Blaine Wilkerson
  • Posted by Peter (henna gaijin) on 6/14/2016 at 11:29 AM Member
    You could go the model of moving all of the duplicate content to a parent page that each location utilizes, and then just have individual pages for just the specifics of a location. Atria Senior Living does this: https://www.atriaseniorliving.com/
  • Posted by Blaine Wilkerson on 6/14/2016 at 12:07 PM Accepted
    Peter has a decent idea for a temporary solution.

    You still dilute your overall "brand link juice" by spreading it out.

    Then the question is a matter of logistics and management:

    Pay for the registration and upkeep on 30+ Domain names and possibly 30+ hosting fees, theme licenses, etc.

    Or pay for one domain and keep it all under one roof.

    And you still need to optimize for local, create unique content, and connect with the search engine webmaster tools.

    Another question to consider:

    Is SEO your most important marketing channel?

    Maybe fix the immediate duplicate content issues, then discuss if spending money on SEO is your best bet right now (vs PPC, Social Media, Local ads, etc)
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