I've been in the copywriting business for six years now, and there isn't a month when I don't encounter statements about the uselessness of website content. "Experts" claim that it ranks near the bottom regarding priorities. Some even believe that article writing can be entrusted to AI and will cope with it perfectly. I only smile skeptically in these moments because unique content is critical to a website's SEO promotion.
Well, let's understand these concepts. I will show you several examples of how text uniqueness can play a decisive role in a site's ranking in search engines. And if you think that this does not require a savvy copywriter, I hasten to disappoint you. Without it, no AI, even the most advanced, will be able to show satisfactory results. So, let's go!
What Is Unique Content: Let's Start with the Basics
Let's get one axiom straight: content is integral to any marketing strategy. There's a lot of information floating around the Internet, and good, unique content for YouTube and other social networks is becoming increasingly valuable. As a copywriter, I primarily talk about articles, but images and videos are just as beneficial. All of these can form a truly unique picture.
So, here are the criteria I highlight when it comes to unique texts:
- Originality. On the Web, you will find many articles on different topics. Take, for example, the topic we are talking about now. Write "Why content uniqueness is so important for SEO" in the search box, and you will see hundreds of similar articles. However, only a few have an author's perspective rather than just rewriting one original text in circles. If the text has ideas and thoughts, it falls into the category of original content.
- Usefulness. Original content is often written by people who really understand the topic. Thus, they can give helpful advice or reasons to think.
- Quality. Unique content for a website must conform to the norms of grammar and spelling. Sometimes, professional terms may appear in them, but not in large quantities. When I see an article on the same topic from different people repeating one complex term in a circle, I realize they do not know the topic. Thus, readability and quality suffer because users simply do not understand what the authors are discussing.
If you want to interest the reader and make them return to your site, take care of the SEO unique content. Otherwise, you can make do with AI, which will not replace humans but will write you tons of identical articles without any author's perspective. Would such content be original? You know the answer to that question yourself.
The Difference Between Unique and Original Text
SEOs often use "unique" and "original" as synonyms. However, this doesn't always accurately reflect the actual state of affairs regarding content. If you understand the difference, you can create truly interesting articles. Your audience won't get bored reading 30 seconds after the first click.
Unique SEO content is content you won't find on any other site. It is created by copywriters who are real pros in the subject (if we are talking about good old-school copywriters). They take texts from several sources, work through them, and add a pinch of their own experience. A unique content writer has an excellent vocabulary, so he (or she) can easily write an article different from articles already published on the Internet.
What about original content? I am talking about new articles or videos based on the creator's experience. They don't contain anything borrowed from other sources. Such content increases the value of your website to Google and other search engines because it is advantageous in terms of novelty.
So why must you create unique content if your site's visibility will seriously increase through originality? It's simple. Experts in their field often create original content, but that doesn't mean they can do it right. For example, more than once, I have come across helpful articles, fragments of which can be found online.
Often, people of the same profession think in template phrases. There is nothing wrong with this because we are talking about professional vocabulary. However, this is where uniqueness comes into play. It is a parameter that is evaluated by search engines. You can't expect to rank high on Google if it's low. If you are an expert in one area, it is better to buy unique website content by paying a writer and sharing your expertise. You will only benefit from this.
How Unique Content Improves SEO
It may sound strange, but some clients and even SEOs underestimate the importance of content uniqueness. In my practice, there were several cases when they refused the services of a copywriter in all seriousness, believing that his help would be excessive and even unnecessary. If you agree with them, look at the benefits of unique content for SEO website promotion. You may change your mind.
Improved Search Engine Visibility & E-E-A-T
In Google's guidelines, E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Accordingly, content should be written by someone with experience in the industry they are talking about. The information should be credible, helpful, and unique. These parameters are included in Google's updated guidelines for search result quality.
Better User Experience
Why is Google popular with users from most countries? The answer is straightforward. Google cares about user experience and scores highly on websites that capture engagement. The more a person spends time on a website, the more valuable it is, and accordingly, its position increases. Such platforms will be indexed, unlike websites with low-quality content.
How to Create Unique Content for SEO: Practical Tips
When writing this article, I really questioned whether this section was worth adding. There are many marketing strategies where content is evaluated differently. After thinking about it, I decided to provide practical tips on how to make it unique. These are content creating ideas that I use myself.
Identify Your Target Audience
First and foremost, understand who your content is for. Explore the audience's interests, needs, and pain points. You need to do this to create relevant content.
Research Keywords
Having chosen a topic for the article, do not rush to sit down to write it immediately. Decide on a list of keywords for different content topics. This way, you will be sure that Google will index your article for the keywords you need, and it will reach your readers. Here's an example of how I picked keywords for this article.
Research the Topic
You don't want to write about things you don't know and then wonder why no one wants to read a useless article. It is ideal if you are a pro in your writing field. This way, you can easily convey your point of view and give practical advice. If the topic is unfamiliar to you, then spend time studying it. It's much better to devote a couple of weeks to it than to produce material neither your readers nor Google needs.
Develop an Author's Writing Style
I've tried many times to write in different styles. Some were easier, some were more difficult, and some I never learned to write. How to get unique content for your website using your writing style? The best advice here is to talk about the topic the way you like to talk about it. Coupled with your experience, it will make a great combination. Plus, you'll stand out among your competitors and won't spend dozens of hours preparing your publications.
Common Mistakes to Avoid
Most mistakes come from refusing to follow the above advice. Not doing enough research or not wanting to fill content with keywords will hurt your website's position. However, even in this case, it can get noticed. Two key mistakes will definitely keep you from rising to the top of Google:
- Copying information from other sources. As I said, Google values unique content. Conversely, if you simply copy someone else's thoughts (even the most wonderful ones!), the search engine will merely relegate your website to the bottom so that users don't have a chance to bump into it. Some users ask, "How to check if my content is unique"? Use special services for this, such as Copyleaks or Copyscape.
- Keyword stuffing. This is the flip side of the coin when writing articles. Remember, the times when Google only paid attention to keywords are long gone. Now, stuffing only leads to a worsening position in the search engine.
Closing Thoughts
In today's article, I explain why unique content is so important in SEO promotion. If you want to stand out among your competitors, be sure to think about creating it. A professional copywriter can help you do this, and you can turn your experience and knowledge into conversions!
FAQ
What Is Unique Content?
Several factors determine the uniqueness of content. First, it should include the author's thoughts and point of view. Secondly, such material should not be present anywhere else on the Internet.
How to Create Unique Content?
Immerse yourself as much as possible in your chosen topic. If you can easily operate with concepts, you will be able to give really helpful advice. In addition, it will be much easier for you to express your point of view without using formulaic expressions.