The web has changed a huge amount over the past 5 years but the one thing that seems to be getting worse is the number of sites that lack any kind of basic search engine optimisation.
Years ago only those of us with the ability to code html were able to create web pages and we created them by hand, one carefully constructed page at a time. Next time you see a website last updated in 2002 take a look at the code and 9 times out of 10 it will be optimised better than any WordPress blog. When was the last time you saw pages of duplicate content on a hand crafted website? Unless somebody takes the time to cut and paste an article on to several pages its just not going to happen.
A few years ago along came database driven websites, content management systems and blogging platforms allowing people to publish pages and pages of content without having to think about page titles and descriptions. Lazy programmers created duplicate pages and site wide titles without thinking about the implications on usability let alone search engine rankings.
Most CMS platforms these days do offer the ability to easily make changes page by page but the damage has already been done. Millions of blogs get hardly any search engine traffic thanks to the poor optimisation of early WordPress installs. Unless the blogger suddenly learns SEO or hires a consultant the situation isn’t going to change.
Think of the ecommerce websites created back in 2004 using poor quality content management systems. How much more money would these sites have earned if they had been created by hand or optimised from the start?