Duplicate content is content that repeats itself within a given website. Search engines, especially Google, are programmed to devalue duplicated content, and may be the cause for a website to drop in the rankings. During the website promotion process, there is usually an in-depth assessment of the content, and one primary task is eradicating any duplicate content. Often website owners aren’t aware that they have duplicate content within their website, as the content may be on another site altogether such as when laws are quoted exactly from a source website or when a new website with the same content is launched on a different domain. In order to avoid duplicate content, it’s important to write original, unique content for your website. To verify that your content is unique, select a paragraph of text from the website, enter it into a search engine, and search. If it’s duplicate, it will appear in other websites.