Different types of content issues can plague a website – from URL-based content issues to physical duplicate content that is actually replicated from page to page without much change.

As if that weren't enough, you need to take care of other WordPress-specific duplicate content issues, such as: B. duplicate content on product pages and category pages.

Detecting duplicate content problems is a critical part of your SEO review.

Here you can find out what to look for and how to do it.

Quickly identify duplicate content issues on your website

How to check

With the Siteliner.com tool (created by Copyscape) you can quickly identify duplicate content problems on your website.

There is a clear view that shows you which pages have a match percentage and which pages match other pages.

Siteliner - Double content

Identify which pages of your website have been duplicated across the web

How to check

  • Use Copyscape to check which pages of your website have been duplicated on the web. Copyscape is one of the standard audit tools in SEO circles. With this tool, you can identify duplicate content across the entire website using the private indexing features of the premium service.
  • Check the Google index for plagiarized copies of your website's content from the Internet to cover all of your basics. Select a section of text you want to review and simply copy it into the Google search bar. This is to help you identify cases where it was stolen.


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Check the URLs for duplicate content

Identifying duplicate content is not limited to textual content on the page.

Checking for URLs that result in duplicate content can also uncover problems that cause Google to get confused when crawling your website.

Review and investigate the following:

  • How current the content updates are.
  • Scope of content updates.
  • Historical trend of page updates.

How to check

In Screaming Frog, scroll all the way to the right and you'll find a "Last Modified" column. This can help you:

  • Determine how current the content updates are and how extensive the content updates are on the website.
  • Develop historical trends for page updates.


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If you're obsessed with your competitors, you can even crawl every month and have this data ready to help you determine what they're doing.

It would be fairly easy to analyze and keep this data up to date in an Excel spreadsheet and identify historical trends if you want to see what competitors are doing as they develop their content.

This can be invaluable information.

ScreamingFrog Last modified

What to check

  • Syndicated content.
  • Helpful additional content.

Understanding how content is segmented or in some way syndicated within a website is helpful in separating original content on a website from syndicated content on a website, especially when syndicated content is an important function of the website.

This trick is particularly useful for identifying thin content and creating custom filters to find helpful additional content.

Keyword prominence

The above trick for creating custom filters can also help you determine the popularity of keywords. The keyword is displayed in the first 100 words of the content of a page.

Keyword in H1, H2, H3 tags

In Screaming Frog, click the H1 tab and look at tags H1, H2, and H3.

Alternatively, you can click the H2 tab. You can also set up a custom filter to identify H3 tags on the site.

ScreamingFrog - Keywords in H tags

What to check

  • Keyword order.
  • Grammar and spelling.
  • Read level.


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Detecting problems with poor grammar and spelling on your website during a site audit is not ideal and can be painful. However, doing this before posting content is a good step to ensure that your site performs solidly.

If you're not a professional writer, use the Hemingway app to edit and write your content.

It can help you identify important issues before you publish.

Hemingway app

Number of outbound links

The number of outbound links on a page can affect a page's performance.

It has long been a proven method of SEOs not to exceed 100 links per page.

While Google has stated that the requirement to limit outgoing links to 100 links per page has been removed, there are contradicting claims.

John Mueller has stated that outgoing links are not a ranking factor. Which is it?


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It's helpful to look for answers in someone else's case studies:

There is a study by RebootOnline.com that contradicts this:

"The results are clear.

Outgoing relevant links to relevant websites are taken into account in the algorithms and have a positive effect on the ranking. "

The context is important because 100 outbound links on a page can range from 100 navigation links to 100 links that were compiled exclusively for a link farm.

This is about checking the quality of these links as well as the quantity.

If you see anything strange about the number of links, you should further investigate both their quality and quantity.

If you want to do a bonus check, you can check it in Screaming Frog at any time, although this is generally no longer necessary.

How to check

In Screaming Frog, after identifying the page where you want to check outbound links, click the URL in the main window, and then click the Outlinks tab.


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Alternatively, you can click Bulk Export> All Outlinks if you want to quickly identify site-wide outbound links.

ScreamingFrog - Export Outlinks

Number of internal links that refer to the page

To find the number of internal links that point to a page, click the URL in the Screaming Frog main window, then click the Inlinks tab.

You can also click Bulk Export> All Inlinks to identify site-wide inlinks to all site pages.


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ScreamingFrog - Inlinks tab

Quality of the internal links that refer to the page

Using the exported Excel document from the step where we exported the links in bulk, it is easier to assess the quality of the internal links that refer to the individual pages of the site:

Report inlinks

Broken links

Detecting broken links in an SEO audit can help you find pages that Google displays as broken and gives you the ability to fix them before they become major problems.


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How to check

When Screaming Frog has completed your website crawl, click the Internal tab, select HTML from the Filter: drop-down menu, and sort the pages by status code.

This will organize the pages in descending order so that you can see all the error pages in front of the 200 OK Live pages.

In this review, we want to identify all 400 errors, 500 errors, and other page errors.

For some links, depending on the context, 400 errors can be ignored and removed from the Google index, especially if it has been a while and you cannot find them in the Google index.

However, if they are indexed and have been around for a long time, you may want to redirect them to the right destination.

ScreamingFrog status codes

Affiliate links

If the goal of your exam is to identify and remove affiliate links from an affiliate-heavy website, the next tip is a good way.


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How to check

Affiliate links usually have a common reference or part of their URL that is recognizable on many different websites.

A custom filter makes it easier to find these links.

Conditional formatting in Excel also lets you filter out affiliate links and see where they are in the bulk exports of Screaming Frog.

URL length

To identify URLs longer than 115 characters in Screaming Frog, click the URL tab, click Filters, and then click Over 115 characters.

This way you get all URLs on site with more than 115 characters and can identify problems with URLs that are too long.

ScreamingFrog URL length

Page category

For a general overview of the page categories, it is helpful to identify the top pages of the site via the site structure section of Screaming Frog, which is located on the far right of the Spider tool.


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How to check

The Site Structure tab allows you to identify the main URLs on the site and the categories they fall into. You can also identify page response time issues on the Response Times tab.

ScreamingFrog page category

Image credits

Selected picture: Paulo Bobita
All screenshots made by the author


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