An SEO professional was concerned about their products and how they are being presented on the website. They were also worried about creating duplicate meta descriptions.
More specifically, they were wondering about products that are produced for a specific age range within the same material technique.
However, the only thing different is the design.
Their concern is about duplicate content: can they write one and only one high quality product description for all products? Or, should they create entirely unique descriptions for each one?
They raised the possibility of this reducing the quality of the content overall as a result.
John explained that unique descriptions would not necessarily reduce the quality of the content. He also presents the argument that it’s possible to have both unique descriptions and high quality descriptions.
Additionally, he stated that Google could indeed see this as duplicate content. However, they would not demote a website just because of duplicate content.
When Google looks at a site with duplicate content, perhaps many duplicate descriptions across hundreds of pages, Google will likely pick one out of these several pages to show in the search results.
There isn’t a demotion that happens, per se, but it’s really picking one or two pages to show because of this duplicate content.
It’s more of a filter.
He then went on to say that if somebody is searching for that content, it doesn’t make sense for Google to show every single one of these pages as a result.
He also pointed out that it’s important to have some kind of text content in the description that covers the visual element of your product.
If you don’t have anything like this in the meta description, then it’s hard for Google to show the product properly in the search results.
He mentioned an example: say that someone is searching for blue shoes. But in your product description, you never mention what color the shoes are in.
If someone is searching for these blue shoes specifically, then Google will have a hard time displaying your site in the search results because of this ambiguity.
This happens at approximately the 45:08 mark in the video.