January 27, 2021

Unique Content and Organic Ranking

unique contentUnique content“, we hear the phrase time and again from Google and Bing insiders. By just developing unique content, your website will rank higher in organic search–and that’s 100 percent true.

But exactly what is unique website content? What constitutes unique? Is it original wording that can’t be found anywhere else on the web? Or is it just a completely fresh idea or take on a given subject? Perhaps, “unique” means not totally duplicated content, a page or article that’s 67 percent original, with only 33 percent being copied from somewhere else.

The truth of the matter is, in order to create unique content for web sites, a few elements must be present. And of course, other factors have to be excluded–like talking above your audience’s head.

The Power of Website Content

Rather than getting into the minutiae of how search engines define unique content, let’s look at the end-user. When someone types a query, they expect to see links to various sites dealing with that search. What they don’t want to see is the same exact thing over and over again.

First, identify what your visitors want out of your site. You could ask them directly, but if that’s not an option, odds are you should have a pretty good idea what they’re looking for. Once the objectives of your visitors are defined, you can create a projection of how your visitors would guide themselves through site content. —Forbes

In order to provide real value to the internet, your site has to fulfill a need. It has to answer questions visitors have and give them something for nothing.

Your site’s content ought to deliver on the promise made in the search results. What’s more, it ought to add something that can’t be found elsewhere. If it does not deliver on these two elements, visitors won’t stay on your site or won’t click onto it at all.

How to Create Unique Content

First and foremost, unique content doesn’t include the elements found on every page on your website. So, you don’t have to worry about the fact the header, footer, logo, menu, images and sidebars are the same from page to page. Search engines expect and even want that to be the case–uniformity is a pretty big deal.

However, what search engines really like is for sites to produce unique, fresh content every month. It’s best to add new material every week. And, if you don’t have time, hire a content provider to write it for you.

Regardless of how it’s produced, outside gimmicks like article rewriting and republishing the same thing on multiple sites, the content on your site can be made unique by doing these things:

  • Provide unique value, not just unique wording. So you’ve found something on the internet you really like that’s totally relatable to your site. But you don’t want to copy and paste it because that means duplicate content. However, just rewording a page or article doesn’t make it unique because it doesn’t add value. Put a different spin on it or explore another avenue and you’ll be adding unique value that search engines demand.
  • Borrow from other sources to boost your credibility. Though it’s a seeming contradiction to the duplicate content rule, it’s perfectly acceptable to use a clip from another source. Take a look above to the block quote and that’s what’s being done here. There’s nothing wrong with using authoritative sources to demonstrate your content is trustworthy.
  • Don’t produce just to fill space. Here’s a great way to hurt your entire site–write hurried or instant unique content that’s low quality, filled with spelling and grammatical errors. Sure, you have to add something on a regular basis, but don’t make the mistake of publishing low quality content because it will negatively impact your SEO.

The bottom line is, do something that contributes to the web and do it well. Search engines reward site owners and businesses which deliver on these things regularly. And, if you need help, enlist the help of a great copywriter.


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