Unique Content Keeps You in Google’s Good Graces



April 15, 2011 (Updated: May 4, 2023)

person on a snowy backdrop in a red hat and blue coat on a laptop with Google onscreen to represent Google and unique content.

A website is really only as good as its content, and unique content is becoming vital to businesses that want to get ahead. There’s an argument going around that nothing is really “unique” on the Internet because there’s so much information out there, but that’s not technically true — at least not the way unique is viewed in the search engines. It’s true that there are many sites online that have the same kind of information or that offer the same kind of product or service. Even though that’s the case, you can easily stand out with good content that’s not a copy of something written elsewhere.

Playing by Google’s Rules

When Google sees a copy of an article on a site, that site is penalized for duplicate content. That’s why people who post an article on a lot of different directories don’t always see much success, even if they get backlinks. It’s also why someone posting an article in more than one place will usually change the title and part of the first paragraph, in hopes that they’ll avoid a penalty; however, these slight changes are not enough. It’s better to have completely unique content instead of something that’s been on another site and only changed slightly. The best way to get that is through a content company that’s focused on quality.

When you, as a site owner, work with a content company, there are several things you want to consider. Google ranking is one of those things. If the content that you buy doesn’t help your site rank higher, you could be wasting your money. To avoid that, find out what the content company will do, specifically, to help you rank well in Google and other search engines. Unique content should be a large part of that, because duplication and/or plagiarism won’t get your business where you want it to go.

Getting What You Pay For

When purchasing content for your site, you can spend pennies on your content and get poorly-written creations that you might not be comfortable putting on your site, or you can spend dollars and get well-written articles and landing pages that will impress potential customers. You want Google to like you, but more importantly, you want customers to like you. Even if your site is ranked near the top for your chosen keywords, it won’t guarantee you a sale. If site visitors don’t like what you have to say, they won’t buy from you and they probably won’t be back either.

Unique content coupled with good information and strong keywords is the way to achieve high Google rankings. A good, high-quality content company can provide you with that, and you won’t have to worry about any duplicate content issues. Then you can just put the content on your site and allow it to do its work. Google will find it, see that it’s valuable, and index it highly. People who search for what you’re selling will find your site easily because it will come up in the first several options for results.

Ranking High on Google

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