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Ask someone who’s new to mobile SEO about it and they’re almost sure to tell you that mobile sites are duplicate content. The fear is that having the same content on two URLs will do the same thing it does in traditional SEO and split link equity and social shares, making it more difficult for either page to rank.

With canonical tags back to the desktop site for duplicate mobile pages, both mobile and desktop pages will be able to rank for competitive terms. As I’ve said often in this column, and as Google has said elsewhere, it’s a different paradigm in mobile search, and mobile sites are not, by definition, duplicate content.

App Interstitials

Many sites promote their mobile app when searchers try to access mobile Web content, taking them to a page created for users of their platform before taking them to the home page.

Like Flash intro splash pages in the early days of this century, there’s a possibility( however remote) that users will link to and share the platform-specific URLs rather than the home page. This can split link equity of one of your strongest pages, making it less competitive in search.

Carrier Pages

Years ago on Google’s mobile webmaster guidelines, they warned about creating duplicate pages for each carrier. And though that warning is no longer on their mobile guidelines, many companies are still creating deck-specific content that could dilute link equity.

Both of these pages are indexed in Google with their own link equity. If you must create carrier pages, use the canonical tag; or if the page is parameter-based, use Google parameter handling to let Google know they’re duplicates.

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