What? Duplicate content, are you saying you have duplicate content on your site? Google doesn’t like any duplicate content and penalize it to maximum. Most of the times duplicate content sites don’t rank on the search engines and falls under duplicate content penalty. The site which was ranking on the search engine looses their rankings and also page rank. So if you want your site to rank on the search engines, never ever use duplicate content on your site.

There are usually three kinds of site which are involved in duplicate content penalty:

Simple site: A simple site which uses duplicate content from other sites is penalized by Google and doesn’t rank or looses their rankings and page rank.

Affiliate sites: some of the affiliate doing company offers same things through various sites, which leads to the duplicate content penalty to the maximum level. Google generally delist these sites from their indexing.

Sites using content from others: There are many sites build today to only stuff them with third party content. This site doesn’t hold any position in Google and ranking is very hard task for them. So these kinds of sites are always under duplicate content penalty.

Knowing the disadvantages of duplicate content on the site, you should not use any duplicate content to be safe and rank well on the search engines.