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There is nothing more important to the rankings of your website than that the text be original and not copied from some other website.  Even if you own the other website.  And also that the text on your website not be copied and placed on other people's websites.

Websites are like books...

If you ready the book "War and Peace" and loved it, would you want to read the same text, exactly word for word if someone else came with the same book but used a cover saying "Peace and War".  What if there were fifty different clones of this book sitting on the book shelves, all with the same text.  Would you want to read them all?  Buy them?  Or recommend them to your friends?

The people who wrote Google's software understand that you do not want to keep reading the same exact text over and over again on other people's websites.  It would get boring.  Google also knows that many website owners are lazy and just copy text from someone else's website.  Even worse there are some website companies that will set up a website for a doctor, dentist, financial planning company, etc and use the same exact text they already put on fifty or a hundred other websites.

Google knows that if they list ten websites in a row that have nearly identical text on them that while you may read the first one you visit, after that you are not going to spend more than a few seconds on any of the others.  In fact, if this happens you might stop using Google altogether.  So Google has to take action to prevent this from happening.

The New Google Text Comparison Test

Google as it reads the text on your website creates a cache (temporary copy) of some or all of your pages.  It then goes in and grabs pieces of text from your websites cache and does a search (Just like you and I do when we put a phrase in the search bar) and looks to see if this text appears "word for word" on any other website in the world.  If it does, Google will now ignore that text on your website for future rankings.  If you have a whole page of non-original text Google treats the page for rankings purposes as though it was blank.  If the entire website (except for your contact information, and inserts of your company name, etc) is non original text then basically Google bases your sites ranking on it being a blank website.

If you have non original text.  Throw it away.  Write new text.  Google will love you for it and chances are your website will start ranking higher.

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