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    original content

    Effective SEO for a website consists of many different elements, both technical and content-typically. For many years, Google has insisted that pages in the top positions in the search results meet strict quality requirements and, above all, that they carry informational value for users visiting them.

    Why is originality of content so important in SEO?

    Google explicitly says that content originality is a ranking factor, and that means it’s crucial to a site’s SEO. When Google’s robot visits sites, it verifies them from a variety of angles, one of which is precisely whether the content they find was created for them or simply duplicated from other places on the web.

    Thus, the logical conclusion is that domains that do not have original content have no chance to rank high in search results, and this will result in a lack of meaningful organic traffic. In this day and age, when a huge amount of business has moved online, this means the inability to be competitive with other companies’ offerings, which is a straightforward path to financial loss and lack of growth opportunities.

    That’s why it’s worth leaning over the content as early as the planning stage of building a website, so that it has a chance to index with valuable content right from the start. In addition, it is also worth remembering that we should develop and supplement the content on the site in order to appear in search results for more and more keywords.

    The Google algorithm responsible for verifying the originality of pages – Panda

    Web site owners may be asking themselves how Google actually verifies the originality of content on a page. The answer here, of course, is the Panda algorithm, one of Google’s longest-standing algorithms, which has undergone many different changes over the years.

    What is Panda basically responsible for? This algorithm, unlike the animal whose name it bears, is not at all a clumsy sloth. With the help of the Panda algorithm, unimaginable amounts of content are verified for originality on a daily basis.

    The algorithm itself was introduced as early as 2011 and has been continuously improved since then. With the technology at Google’s disposal, we can only imagine how technically advanced it could be in 2023. Therefore, with confidence bordering on certainty, we can say that copied content in the top positions of the results will not pass.

    What kind of content does the Panda algorithm “dislike”?

    What the Panda algorithm dislikes about content on websites is, first of all, of course, the lack of original content, but this is not the only factor, here is what else it considers negative:

    • creating content that completely ignores the user’s needs, making it poorly or not at all responsive
    • spam – that is, worthless content created merely to fool the algorithm, very often without much linguistic sense
    • very short content, for example, content that answers a potential user question with a single sentence and does not develop the topic in any way
    • keyword over-saturation – that is, excessive inclusion of phrases that we want to position, which negatively affects the quality of the content presented

    What is the importance of content originality in the context of EEAT principles?

    The EEAT Principles (an acronym from the English words experience, expertise, authoritativeness, trustworthiness meaning experience, knowledge, credibility, trust) are a set of rules designed to make it easier for content creators to judge for themselves the quality of the content they create and publish online.

    Originality of content matters for basically every component of EEAT. If you want to create content based on your broad experience in a given topic (E-experience), then write it yourself, rather than making a partial or complete copy of something that already exists on the Internet.

    Originality of content is important.

    The same will be true when we want to share our own knowledge (E- expertise). In order to adequately convey what we want to say to the users of our site, we will use our own words, and not sign our name to something that has been created by someone else.

    If we want to share what we want to say, we will use our own words, and not sign our name to something that was created by someone else.

    On the other hand, when we talk about credibility (A – authoritativeness) and trustworthiness (T – trustworthiness), creating original content should be the only right choice, if only because nowadays it is very easy and fast, even for a person without access to SEO tools, to check if a text is really authored by the one who published it or signed under it.

    That being said, EEAT-compliant content must not be duplicated in any way with content already appearing on other websites.

    What is duplicate content and what are its types?

    Duplicate content is an English term for copies of content already present on the web, used in the SEO industry to indicate problems with the originality of what is on a website. This phenomenon can generally take two forms, internal and external duplicate content.

    What is external duplicate content?

    External duplicate content is the presence on a site of content copied from one or more sites that have published the content in question before. Internal duplicate content does not necessarily mean that the entire content of the site has been copied from elsewhere, it may only apply to individual sections, entries or product descriptions.

    Internal duplicate content does not necessarily mean that the entire content of the site has been copied from elsewhere.

    What is internal duplicate content?

    Internal duplicate content is the occurrence of a particular content on the site more than once, which, for example, leads to duplicate content of subpages. The occurrence of internal duplicate content is no less problematic than external duplicate content and can lead to problems with the positioning of a particular site.

    What dangers to a site arise from the phenomenon of duplicate content?

    The dangers of duplicate content can be twofold, one directly related to a site’s visibility and positioning, and the other to legal implications.

    In the case of consequences from Google, we may face the search engine robot not indexing our subpages with duplicate content, or imposing a penalty on our site for low-quality content and not displaying it at all for user queries. Dealing with this problem is relatively easy – it will be necessary to invest in quality content that is valuable to users and request re-indexing of sub-pages through Google Search Console.

    More problematic, of course, are the legal implications. Content created for the Web is also subject to copyright law. So the author of content that has been copied can pursue legal action, which we know is time-consuming and expensive, and we can say with a high degree of certainty that he will end up winning.

    So, as we can see above, duplicating content already present on the Internet simply makes no sense, no logical justification and can be associated with many unpleasant consequences. It’s worth creating your own original content and adding it regularly to your site, which will certainly translate into increased organic visibility.

    What is the most common cause of duplicate content in online stores?

    Large online stores have hundreds or even thousands of products in their offerings, which are constantly changing. In very many cases, the owner of such an online store, is not at the same time the manufacturer of the products it sells.

    The owner of such an online store is also the manufacturer of the products it sells.

    Such online stores usually make exactly the same mistake, which may be due to ignorance, lack of capacity or simply ignorance – they publish products on the site with exactly the description attached to them by their manufacturer. This, of course, results in every online store selling a particular manufacturer’s product line having exactly the same content on the site, without any changes. Very often even with exactly the same language or punctuation errors.

    This can, of course, result in problems with the indexation of the products or, even if they are indexed, their low or zero visibility for keywords in Google search. However, it all depends on how much of a given sub-page realistically constitutes such a copied product description; it is assumed that original content is that which contains a minimum of 80% text that is not found anywhere on the Internet. So if such a description is added in the midst of a long dedicated content then it may go unnoticed.

    When running an online store, it is always a good idea to create your own product descriptions based on those provided by the manufacturer, or at least partially modify them.

    Why do many product manufacturers have a big problem with the phenomenon of duplicate content?

    The 1:1 copying of product descriptions by online stores can also, of course, have a big impact on the websites of the manufacturers themselves. In theory, if the manufacturer published products with descriptions on the web first, he as the author of the original content should not have a problem in such a case, although it also happens differently with this (the algorithm works automatically, so mistakes happen to it).

    But what about the case when, for example, a manufacturer who for many years sold his products through intermediaries decides to open his own online store? Unfortunately, the only right answer in this case is that in order to position himself well, the descriptions of all products must be created from scratch.

    And what if the manufacturer decides to open his own online store?

    How to protect ourselves from unlawful use of the content contained on our site?

    Basically, there is no effective method to protect ourselves from others copying our published content. We can, of course, block the possibility of copying content from our site and post information that the content of the site is protected by copyright, but there will be those who will try to circumvent these solutions. However, Google’s algorithms are getting more and more effective and sophisticated, so they will be able to determine with increasing accuracy who was the original author of a given piece of content and penalize sites that have copied it.

    How to check if duplicate content is present on our site?

    The easiest way is to simply copy a piece of content from our site and type it into the Google search box. Then the search engine will show us all the sites where there is a fragment of the same text.

    In addition, we have a number of different commercial tools at our disposal to facilitate such verification, such as: CopyScape, Plagiarisma, Prepostseo or Siteliner.

    The search engine will then show us where the same text appears.


    Originality of content is of paramount importance in SEO, especially in the context of how much emphasis search engine algorithms now place on content quality. It is not worth duplicating existing content, as this is a short-term solution that may cause us more problems than benefits in the future.

    Original content is not worth duplicating.

    It is worth focusing on creating valuable content that is useful to the user based on your own knowledge and experience. However, if we do not have the time to do this, or simply writing is not our forte, it is better to use professional copywriting support.

    If we do not have the time to do this, or simply writing is not our forte, it is better to use professional copywriting support.

    Do you need support in creating original content? Check out what we can offer you at Up&More – OUR COMPETENCES

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    Adrianna Napiórkowska
    Adrianna Napiórkowska

    She has 11 years of professional experience, she started her career at the Emarketing Experts agency as a junior SEO specialist. In addition to website positioning, she was responsible for conducting 360° marketing projects as an Account Manager at She worked for companies from the financial sector (Bank Millennium, Bank Meritum, Finai S.A.) and e-commerce (e.g. Black Red White, Autoland, Mumla). At Up&More, he is responsible for, among others, SEO projects for Panek Car Sharing, Amerigas, Interparking, H+H and Autoplaza.