First of all let me say I am not the best in english. Google does not like duplicate content. A couple of ways to prevent duplicate content on a site is to use the .htaccess to direct (301). Lets say you have a website www.website.com and you try to access the website like this: website.com or www.website.com/index.php All of this urls will display the homepage. Google however sees this as 3 pages with the same content and you will not score like you are supposed to because you have duplicate content. With htaccess you can rewrite all this to a single page. Now if you are ranking for a keyword and you are already on the first page but not in the first spot. Look if your competitors use htacess to redirect if not, you can build some links to website.com/index.php and such wich will in turn result in duplicate content for you competitors site. After you build a link ping it so the link gets indexed faster! This will lower you competitors in the SEO results. I hope you guys understand my method and english!