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The Problem I have a stable of clients spread around the U.S. in the maid service/cleaning industry -- each client is a franchisee, however their business is truly 'local' with a local service area, local phone/address, unique business name, and virtually complete control over their web presence (URL, site design, content; apart from a few branding guidelines). Over time I've developed a website template with a high lead conversion rate, and I've rolled this website out to 3 or 4 dozen clients.  Each client has exclusivity in their region/metro area. Lately my white hat back linking strategies have not been yielding the results they were one year ago, including legitimate directories, customer blogging (as compelling as maid service/cleaning blogs can really be!), and some article writing.  This is expected, or at least reflected in articles on SEO trends and directory/article strategies. I am writing this question because I see sites with seemingly much weaker back link profiles outranking my clients (using SEOMoz toolbar and Site Explorer stats, and factoring in general quality vs. quantity dynamics). Questions Assuming general on-page optimization and linking factors are equal: Might my clients be suffering because they're using my oft-repeated template website (albeit with some unique 'content' variables)? If I choose to differentiate each client's website, how much differentiation makes sense? Specifically: Even if primary content (copy, essentially) is differentiated, will Google still interpret the matching code structure as 'the same website'? Are images as important as copy in differentiating content? From an 'machine' or algorithm perspective evaluating unique content, I wonder if strategies will be effective such as saving the images in a different format, or altering them slightly in Photoshop, or using unique CSS selectors or slightly different table structures for each site (differentiating the code)? Considerations My understanding of Google's "duplicate content " dynamics is that they mainly apply to de-duping search results at a query specific level, and choosing which result to show from a pool of duplicate results.  My clients' search terms most often contain client-specific city and state names. Despite the "original content" mantra, I believe my clients being local businesses who have opted to use a template website (an economical choice), still represent legitimate and relevant matches for their target user searches -- it is in this spirit I ask these questions, not to 'game' Google with malicious intent. In an ideal world my clients would all have their own unique website developed, but these are Main St business owners balancing solutions with economics and I'm trying to provide them with scalable solutions. Thank You! I am new to this community, thank you for any thoughts, discussion and comments!