How to Ensure the Content on Your Website is Unique

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You can have a great website design with appealing colors and graphics, but without the right content, you probably won’t succeed in your website goals. Content communicates the necessary information to your users, yes, but it also ensures that your site is being displayed to them by search engines in the first place. It’s essential to create content that is valuable to your users and unique to search engines. Keep reading to learn how to optimize your content marketing strategy with unique content that engages your target audience, earns you backlinks, and helps generate conversions.

Why Your Website Needs Unique Content

Repetitive or irrelevant content leads to a poor user experience, so ensure the information you’re providing is what they would be looking for (and that it’s in your voice). Unique content will help establish you as a user’s top resource for a topic. 

It will also keep you out of trouble for plagiarism and ensures that search engines don’t penalize your site or avoid indexing it. Google and other search engines strive to provide information that is relevant to a user’s search query. When they detect duplicate content, they have to decide which site to rank higher, which usually results in them giving preference to sites with distinct information. If you aren’t using original copy, you don’t just face lower rankings. You also face having pages that aren’t even indexed in the first place. 

Conduct a Content Audit for your Website

By performing a content audit , you can evaluate the content already published on your site and figure out which types of content are working and which are not. Analyze content from blog posts, landing pages, case studies, and other existing parts of your site to determine what needs to be updated with new content, rewritten, or deleted. 

Your analysis should be both qualitative and quantitative. Try categorizing content to decide what topics you still need to cover and evaluate key metrics like conversion rate, traffic, and bounce rate to measure content performance. 

You’ll most likely have a copy that is stale or even inaccurate. Timeliness and relevance are huge components in Google’s algorithms, so you’ll want to make sure that what you have published before still holds.

Avoid Duplicate Content

What exactly is duplicate content? It’s content that can be found on more than one web page, whether within your website or across the web. You’ll want to avoid content overlap within your site by removing duplicate text or pages because, as mentioned, search engines dock pages with duplicate content from their search engine result pages (SERPs). Even worse, your site can be penalized and filtered from searches altogether. You’ll have to get creative and original to avoid this problem, but it’s well worth protecting the integrity of your rankings.

When writing content for a webpage, check for plagiarism with a tool like Copyscape or do a quick Google search by copying and pasting the phrase you want to review. There are many free plagiarism checking tools out there, and they only take a minute to use. Remember that search algorithms consider originality when evaluating content for search engine rankings and that Google will remove content that violates its Webmaster Guidelines .

Avoid Duplicate Content

What exactly is duplicate content? It’s content that can be found on more than one web page, whether within your website or across the web. You’ll want to avoid content overlap within your site by removing duplicate text or pages because, as mentioned, search engines dock pages with duplicate content from their search engine result pages (SERPs). Even worse, your site can be penalized and filtered from searches altogether. You’ll have to get creative and original to avoid this problem, but it’s well worth protecting the integrity of your rankings.

When writing content for a webpage, check for plagiarism with a tool like Copyscape or do a quick Google search by copying and pasting the phrase you want to review. There are many free plagiarism checking tools out there, and they only take a minute to use. Remember that search algorithms consider originality when evaluating content for search engine rankings and that Google will remove content that violates its Webmaster Guidelines .

Hear From Industry Experts

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Survey Your Competition

Identify what makes you unique. Start by looking at what your competitors are doing and comparing their high-level topics to yours. If you find that these topics are similar, think of ways that you can differentiate yourself. Try taking a different angle by sharing different examples, statistics, and points of view. Researching your competition may also help you avoid duplicate content and plagiarism penalties. 

Surveying your competition is as easy as doing a quick google search. How are your competitors ranking? If high, what are they doing right? If low, what are they doing wrong? Take the opportunity to learn from them. 

You should also consider doing keyword research by running a competitive analysis to determine which keywords your competitors are ranking for that you’re not or which ones they aren’t ranking for at all. It may be tempting to only go after the most popular keywords, but it’s important to pay attention to all of your options. Low competition and low search volume do not mean low value, and they can be beneficial for niche audiences and topics. There are many keyword research tools out there that can help you with your search, like SEMrush, Ahrefs, Google Alerts, and Social Mention. Once you figure out which keywords are of value to both you and your audience, you can incorporate them into your website’s heading and body text.

Recycle Content

Consider repurposing or republishing important content topics that you have already posted. This way, you can avoid posting multiple pieces of content that present the same information over and over again, and it will save you time because you won’t need to start creating from scratch.

For example, a year ago, you wrote and posted a blog called “How To Scale Your Franchise Social Media Marketing.” This topic is significant to your company and your audience, so you’d like to write about it again. Instead of writing a brand new blog that repeats the same information, consider updating the content of the existing blog with additional information, updated statistics, and news headlines. You can then republish the blog under the current date.

Don’t republish everything, only republish top-performing content. You need to wait an adequate amount of time to review your content’s performance before reposting it to determine if it’s worth republishing in the first place. This way, you can continue to produce high results from content that you already know is valuable and performing well.

Website Visitors Need Valuable Content

An established website content strategy is essential to making the most of your website and overall digital marketing efforts. Unique, high-quality content will attract the right users to your site and keep them interested. It will also help you stand out among competitors and improve your search engine rankings with the right keyword research. By following these tips, you can set yourself up for successful web performance by creating unique content that generates leads and improves your SEO rankings.

This article was written by Jenna Kahle and originally appeared in https://upcity.com/experts/unique-website-content/.

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