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Google, Yahoo, and Microsoft announced a joint effort to help reduce duplicate content. The three major search engines came together to allow users to point out their preferred version of a url. As Matt Cutts explains in this video, this format offers users more control. Duplicate content has been a challenging issue for a long time. Websites containing a lot of content such as a retail site could end up with several urls for each page making it difficult for search engines to crawl.

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