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Hi

I would not recommend adding utm in backlinks. You can track the traffic from Google analytics without adding utm.

But for some reason if you still want to add use Google search console to let Google know that it doesn’t change the content by going Crawl>> URL parameters>> (best thing I come up with but won’t recommend).

This might help. https://www.hochmanconsultants.com/how-to-block-part-of-a-page-from-being-indexed-by-google-or-other-search-engines/ let me know if it doesn't work.

It probably won’t affect badly if unique product information covers more content than those small reviews. I personally follow 80/20 rule here. If your product pages have unique engaging product information than you have no need to worry about.

During my audits I encountered 2 type of scenarios.

1. Product page have canned information. Content duplicated internally or manufacturer information which duplicated externally.
2. Some (rarely) store have unique product information.

In 1^st case good user reviews helps a lot to create new, informative & engaging content (add uniqueness in product pages).

In 2^nd having unique reviews is like cherry on cake, even small reviews won’t hurt.

Hello Leana,

As you said both shops have different product description but adding more content is not a bad idea either.  Move the content of smallshop to relevant product pages of bigshop so that you won’t lose (do not replace just add) your quality.

2^nd, adding 301 in domain level seems to be logical to transfer full authority instead of some links from smallshop (or sitewide link).