Google: 60% Of The Internet Is Duplicate

Nov 25, 2022 - 7:41 am 11 by

Google Gary Duplicate 60

And you think you have a duplicate content problem on your site? Google said, "60% of the internet is duplicate." Gary Illyes from Google posted this slide at the Google Search Central Live in Singapore the other day.

The slide was taken from a tweet from Kenichi Suzuki who was at the event, here it is:

I do wonder how Google defines "duplicate"? I mean is that 100% exact matches of the content, HTML, near matches, similar topics, etc?

Google has a lot of choices of what it can rank these days for almost any query (minus the 15%) - and this 60% figure really shows how much choice Google has. So that means you need to produce something way more unique and useful than most of what is out on the internet.

Update from Gary himself:

Update 2: And as I referenced above, here is how Gary defined duplicate, here is that context:

Dupl

Forum discussion at Twitter.

 

Popular Categories

The Pulse of the search community

Search Video Recaps

 
- YouTube
Video Details More Videos Subscribe to Videos

Most Recent Articles

Search Forum Recap

Daily Search Forum Recap: February 20, 2025

Feb 20, 2025 - 10:00 am
Google Updates

Google Search Ranking Volatility Heating Up Again

Feb 20, 2025 - 8:01 am
Google

Google Lens AI Overviews Expands & iOS App Search Screen

Feb 20, 2025 - 7:51 am
Google Maps

Google Business Profiles Posts Integrates AI-Enhanced Images

Feb 20, 2025 - 7:41 am
Google Ads

Google Ads AI Images Can Now Create People & Faces

Feb 20, 2025 - 7:31 am
Google

Google Top Quality Store Pages Add AI-Generated Review Summaries

Feb 20, 2025 - 7:21 am
Previous Story: Google Tests New People Also Ask User Interface