Don't say the same thing twice
When two pages carry nearly identical text — a location page copied across three towns, say — search engines can't tell which to show and may trust neither. Every page should earn its place with something the others don’t have. If two pages are twins, make them distinct or merge them.
The move
Find any near-duplicate pages. Give each a real reason to exist, or combine them.
Do it step by step
- List your pages and skim them for near-identical text.
- Watch for copied location or service pages with a town swapped in.
- For each twin, ask: does this page offer something the others don't?
- If yes, rewrite it so that difference leads.
- If no, merge them into one strong page.
- When you merge, redirect the old address to the one you keep.
- Aim for one page per real, distinct thing you offer.