Duplicate content query

[EdLongley]

I'm currently reauthoring all of the product pages on our site. Within the redesign of all the pages is a set of "why choose us?" bullet points and "what our customers say" bullet points. On every page these bullet points are the same. We currently have 18% duplicate content sitewide and I'm reluctant to push this. The products are similar but targeted at different professions, so I'm not sure whether to alter the text slightly for the bullet points on each page, remove the bullet points entirely or implement some form of canonicalisation that won't impact the profession-specific pages' ability to rank well.

[Marcus_Miller]

Hey Edward

• are these bullets the best they can be for each service page?
• Is there more unique than duplicate content on each page?

If so I would really not worry about this too much. If you think it is holding you back experiment but some level of duplicate content is natural and there is not a penalty as such around this kind of natural on site duplication.

Hope that helps.
Marcus

[EdLongley]

Marcus,

The duplicate content on each product page runs at about 35%. Would that be considered a reasonable proportion?

Thanks.