Unique content is a king in SEO

Marina Astapchik
IT Trends Research Specialist
December 23, 2014

Have you ever thought about what Google wants? To produce a large number search results? To produce the very best quality targeted search results? To be the most popular top-notch search service? To create loyal users? And how about making profits? Actually, all these "reflections", let us call it in such a way, are true about Google. How does Google reach these goals? Or let's put it: should Google work alone on your website's ranking? Why does it send its traffic to one website, not another?

You should ask these questions to get a bigger slice of the Google pie. Of course, the very first thing one comes across is relevance. Fill your website with as many relevant words as possible and be among most popular search results, says the universal rule of search process. However, in order to be listed in results no. 1 relevance is not enough.

The current challenge for all the businesses is content quality and its optimization in search engines. Content is created different. You need unique one. That is the current top dog of SEO. Unique content means a robust backup to SEO work, a better indexing of a website, and its increased visibility in the eyes of search engines.
Uniqueness is to a large extent defined by the level of text replication from other sources. 70-80% is right for Google not to be flagged by it, some specialists say. Other agree on absence of any percentage regarding duplicate content.

In any case, creating a unique content is not a simple thing. Look. Everybody knows that SEO is Search Engine Optimization. Would you tweet it or leave any comments? Hardly. Because it is not unique content. Content should help consumers and attract them. At least, unique content should be something not rewritten and not copying somebody else's content. In other words, unique content means customized one. Otherwise, it should guide consumers and users, advise them on products, compare products, answer their questions rather than be a booklet or manual with lots of information that still demands time and attention. Thus, old SEO tactics are out of the game here.

The next thing about unique content is that anyway, it refers to material on your website. Search engines don't take into consideration your top-notch navigation or original ads or sidebars etc., do they? Search services do not find out who was the first to place some information or publish the article.

Conclusion? Unless you add unique value to content, other efforts to astonish users by other website functionality will be vain. Generally speaking, nobody prohibits you to take information from Wikipedia, or TripAdvisor, or the Financial Times or whatever you want. But please, bear in mind that search engines will send their traffic to websites with higher uniqueness content. Here you should think broader. Imagine that you are looking for a song you've just heard on the radio. Perhaps, you would be interested in the singer's biography, albums or other songs. Or you need a hotel in Rio-de-Janeiro. You would wonder what clothes or how much money you should take.

Good search engines think about it too and want you to add unique value to your content. That is why Google, for example, will offer you targeted search results with high quality content like Booking, or TripAdvisor that add uniqueness to well-known hotel information by adding fresh currency exchange, weather news, etc. Search services create loyalty of users in such a way.

Thus, we want to say that if we deal with competing contents, the winner is the one who offers a more sophisticated algorithm. Think about social shares, comments, links that will be taken into consideration by search engines which appreciate some kind of unique behavior even though the content may be very similar or the same. You can see similar articles on different sites but Google will send its traffic to those that are the most linked to, or the ones that have lots of comments on them, or those that have been socially shared but Google sees a kind of unique value in the same content.

Referring to marketing, to create a unique content is to create a USP — unique selling point in your content that will help your website stand out and provide users with as unique of an experience as possible.

How can one create a unique content? Well, you can research unique content as a guideline for future ones. Or you are welcome to hire people who will create unique content for your website. It all goes without saying that in both the cases it is important to be aware of appropriate SEO strategies.

There are so many different rules to create a content. Like everything in IT they are undergoing changes, that is why it is so important not to get confused and follow the most effective ones. Just try to drive users, traffic and rankings for your businesses due to unique content. The choice is yours.

Industries and Technology Areas

Industries: IT

Technology Areas: search engine optimization (SEO), unique content writing

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