Google favours original content.
Google doesn’t like duplicate content.
If you have duplicate content on your website, you won’t necessarily be penalised for it, but you won’t rank for it either. The bots will just ignore it.
This means that if your site is selling products, and carrying manufacturers’ product descriptions for those products, there’s no chance of it ranking for those products.
Because every other site that’s selling those same products and displaying those same product descriptions will count against your own.
What if I rewrite the product descriptions to make them unique?
Rewriting the descriptions can be a good strategy to help your product pages rank, but you have to do it properly.
✅ Rewrite the descriptions completely, from scratch
✅ Be guided by SEO search terms, if that doesn’t involve duplication
✅ Create quality descriptions that are creative and original.
❌ Just change the order of the existing text
❌ Replace key words with synonyms (words that mean the same thing)
Google is wise to this — yes, really!
❌ Use an online content spinning programme to change the descriptions.
About the author.
Jenny Lucas is a freelance copywriter and content writer based in Leicester, UK.
She has been writing SEO-friendly web content for over a decade and has helped many clients achieve amazing results from their websites.