Duplicate content, just as the name implies, is content that exists in more than one location on the internet.
According to Google, “In some cases, content is deliberately duplicated across domains in an attempt to manipulate search engine rankings or win more traffic. Deceptive practices like this can result in a poor user experience.” Even if Google does not penalize your site, duplicate content can impact SEO.
If duplicate content lives on several pages, each of those pages can attract backlinks and you end up diluting “search equity.”