How different should content be so that it is not considered duplicate?

[savva]

I am making a 2nd website for the same company.

The name of the company, our services, keywords and contact info will show up several times within the text of both websites.

The overall text and paragraphs will be different but some info may be repeated on both sites.

Should I continue this?

What precautions should I take?

[eyepaq]

Hi,

The worst case scenario is that you won't rank with one of the versions - on a page by page basis - not site wide.

There is no penalty related with duplicate content. So if you have the first site with 200 pages and 190 of those are duplicate eon the second site - you can still rank with the rest if you have enough quality and authority for those pages.

Now if only parts of the content is duplicate you can end up ranking with both - a lot of companies are doing this "serp crowding" with a lot of success.

As far as if there is a formula for how different the pages should be - there is no exact formula in place.

Hope it helps.

[anthonydnelson]

Would definitely question the rationale for doing this and recommend that your time is spent improving your one main site as opposed to rewriting it onto a second domain.