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What is Unique Content? Why Does it Matter for SEO?

As a reputable digital marketing agency, Saturate values the importance of creating unique content for SEO. But precisely what is unique content?

We’ll answer this, while addressing why such content matters to search engines and how you can leverage it to position your website higher in SERPs.

What is Unique Content?

What is Unique Content?

Unique content is any content that is original and not duplicated from other sources. It includes any text, images, videos or audio that you create for your website. It can also refer to content that is presented in a new way, even if the underlying topic has been covered before.

Why Does Unique Content Matter to Search Engines?

Search engines strive to provide the best possible search results for their users. To do this, they use complex algorithms to evaluate and rank websites based on various factors, including quality and relevance.

But one of the most important ranking factors is content uniqueness. In fact, Social Media Examiner report that 58% of marketers believe ‘original written content’ is the most crucial ingredient for SEO, highlighting that search engines prioritise unique, informative and valuable pieces, that aren’t duplicated from other sources. Here are some key reasons why this matters:

Better User Experience

When users visit your website, they want to find content that is relevant, informative and engaging. If they find the same content on multiple websites, it can be frustrating and lead to a poor user experience.

By creating unique content that offers new insights or perspectives, you can provide a better user experience for your visitors. This can lead to longer visit times, lower bounce rates and higher engagement, which can all improve your SEO ranking.

Improved Crawling and Indexing

Search engines use web crawlers to index websites and determine their ranking. According to Google, these crawlers are programmed to identify unique content and prioritise it over duplicated or spammy material. So if your website has unique content that is relevant and valuable to your target audience, search engines are more likely to index your website more frequently, which can improve your website’s visibility in SERPs and attract more organic traffic readily.

Increased Backlinks

Backlinks are another important factor that search engines use to rank websites. Backlinks are links from other websites to your site, and they’re a key indicator of a website’s credibility. When other websites link to your content, it signals to search engines that your website is valuable and authoritative.

Avoiding Duplicate Content Penalties

Search engines penalise websites that have duplicate or plagiarised content. This can result in a lower SEO ranking, lower SERP visibility and lower organic traffic. But if your content is unique, you can avoid these penalties and ensure that your website ranks higher, subsequently attracting more organic traffic and improving your overall SEO ranking.

How to Create Unique Content

Creating unique content requires creativity, research and expertise. Here are some tips to help you do so:

Identify Your Target Audience

Before you create anything, it’s important to identify your target audience. Who is it for? What are their interests, pain points and goals? By understanding this, you can create content that is relevant, informative and engaging.

Conduct Keyword Research

Keyword research is essential for identifying the topics and keywords that your target audience is searching for. Use tools like Google Keyword Planner or the Keyword Magic Tool to identify high-traffic keywords that are relevant to your business. This will help you create content that is optimised for search engines and resonates with your target audience effectively.

Create Original Content

When creating content, it’s important to focus on originality, so don’t simply copy or rehash content from other sources, instead focus on offering unique insights or perspectives. This will help you stand out from other websites and attract more backlinks, along with increased organic traffic.

Offer Value to Your Audience

Creating unique content is not just about being original, it’s also about offering value to your target audience. Make sure your content is informative, engaging and provides real value to your readers. This will increase the likelihood of your content being shared and linked-to by other websites.

Use Visuals and Multimedia

Visuals and multimedia can help to improve your SEO ranking, as search engines value websites that offer a variety of content formats. Such elements can also help to make your content more engaging and shareable, so make liberal use of images, videos, infographics. As Levie & Lentz report, people following directions with text and illustrations do 323% better than people following directions without, offering further weight to the value of these engaging optical aspects.

The Bottom Line

Unique content is essential for SEO success. It can help you attract more organic traffic, improve your search engine visibility and establish your website as a valuable resource for your target audience. By following the tips outlined in this post, you can create content that will help you stand out from other websites and enhance your SEO status in no time.

Saturate specialises in carrying-out such work: creating content that is optimised for search engines and resonates with clients’ target audiences. Contact us today to learn more about how we can help with our plethora of digital marketing services.

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