Duplicate content is when the same or very similar information appears in more than one place, such as across pages, documents or websites.
Reducing duplication helps users find information more quickly and keeps the website accurate, consistent and easier to maintain.
One source of truth
Each topic or service should have a single authoritative page. We should:
- keep that page up to date
- link to it from other relevant content
- avoid creating new pages that repeat the same information
Why duplicate content is a problem
Duplicate content can:
- confuse users about which information is correct or current
- force people to compare similar pages to find answers
- increase effort and slow down task completion
- create additional maintenance work
Search engines and AI tools may also struggle to identify which version to prioritise, reducing visibility and effectiveness.
Start with user needs
Only create content where there is a clear user need.
If content already exists and meets that need, you should:
- reuse it
- link to it
- not rewrite or duplicate it
When duplication may be acceptable
Limited duplication may sometimes be necessary, for example:
- legal or statutory wording that must appear in more than one place
- eligibility criteria, important deadlines or contact details
- essential information that users need at a specific point in a transaction
Keep duplication to a minimum. The full detail should live in one place, with other pages providing only the information needed to support the user's task and linking to the main source where appropriate.