Microsoft has shared new guidance on duplicate content that’s aimed at AI-powered search.
The post on the Bing Webmaster Blog discusses which URL serves as the “source page” for AI answers when several similar URLs exist.
Microsoft describes how “near-duplicate” pages can end up grouped together for AI systems, and how that grouping can influence which URL gets pulled into AI summaries.
How AI Systems Handle Duplicates
Fabrice Canel and Krishna Madhavan, Principal Product Managers at Microsoft AI, wrote:
“LLMs group near-duplicate URLs…

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