21:T481, Whilst duplicate content isn't technically penalized it presents three rather niggly issues for search engines:

1. It's unclear which versions to include/exclude from their indexes.
2. They don't know whether to direct the link metrics (trust, authority, anchor text, link equity, etc.) to one page, or keep it separated between multiple versions.
3. The engine is unsure which version to rank for query results.

So whilst there's no direct penalty, if your content isn't unique then search engine algorithms could be filtering out your articles from their results. The easiest way to make sure this doesn't happen is to try and make each of your posts and pages as unique as possible, hence specifying different focus keywords for each article you write.

Note: If you happen to have two pages with the same content, it's important to tell search engines which one to show in search results using the Canonical URL feature. You can read more about this here. 22:T4ed, Internal links are important for linking together related content. Search engines will 'crawl' through your website, indexing pages and posts as they go. To help them discover all the juicy content your website has to offer, it's wise to make sure your content has internal links built in for bots to follow and index.

External links don't benefit your SEO by having them in your own content, but you'll want to try and get as many other websites linking to your articles and pages as possible. Search engines treat links to your website as a 'third party vote' in favour of your website - like a vote of confidence. Since they're the hardest form of 'validation' to get (another website has to endorse you!) search engines weight them heavily when considering page rank. For more info: https://moz.com/learn/seo/internal-link

Note: This check is only looking at the content your page is outputting and doesn't include your main navigation. Blogs with lots of posts will benefit the most from this method, as it aids Google in finding and indexing all of your content, not just the latest articles.

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