Boilerplate content refers to text modules or content that is used in the same form again and again across many pages of a website. This includes standard text in the footer, general company descriptions or recurring sections on several subpages.
Such content is not inherently bad. It only becomes a problem when large parts of a website are built almost identically and there is little individual content.
Where does boilerplate content commonly appear?
Many websites use recurring elements to save time or to keep a consistent design. That is normal and often sensible.
Typical examples are:
- footer and header areas
- standard text about shipping or contact details
- identical introductions on many subpages
- recurring product descriptions
- the same calls to action on several pages
However, if too much content is copied, pages can look very similar to search engines.
Why boilerplate content is relevant for SEO
Google can usually recognise and assess repeated content. Too many identical text modules can make individual pages seem less unique.
Important subpages should therefore always contain enough of their own relevant content. Recurring elements are fine, but the actual main content should be individual and helpful.