Search engine algorithms (SEO) frequently change.  Just when you think you’ve nailed it, Google updates the algorithm that can totally change previously set SEO plans. With traditional SEO tactics dying down, marketers are constantly clutching to what is working in the moment. But here’s something that will not change: if you’re relevant, remarkable and readable, the search engine will give you props.

This is why, while both SEO rich content and unique content are important, having unique content matters most for your website to rank higher.  Here’s why:

IT’S ALL ABOUT THE READER

Search engines, such as Google, value content that’s written for people instead of machines – and that’s exactly how it should be. With Google and other search engines investing in natural language processing, they place value in how people actually talk, read and devour information.

Ranking well in search results isn’t a goal unto itself. It’s just a stepping stone towards your real goal of attracting traffic to your website. Once those people arrive, they’re going to be looking for content that convinces them they made the right decision – and if your content isn’t good enough, they’re going to leave.

To put it another way, it doesn’t really matter how many people visit your site if you can’t convince them to take the next step. That said…

GET SMART MARKETING INSIGHTS 

UNIQUE CONTENT AND SEO AREN’T AS DIFFERENT AS MANY PEOPLE THINK

SEO is about more than keywords and images – search engines take into account hundreds of different factors to decide which pages are most relevant to what the user is searching for.  After all, nobody’s going to use a search engine that doesn’t display useful results.  Having unique content helps consumer find you.  It shows them that you understand what they are struggling with, and leads them to discover that your product or service could be the right solution.

And, that is exactly how people search for solutions these days, by searching what to do with their problem. That is something to keep in mind when creating content. Finding the right mix of usefulness while being entertaining is the sweet spot. Have you defined your online voice? Does your website reflect that voice? Your unique online content definitely should!

Great content, by its very nature, tends to be well-optimized for SEO to begin with – but the reverse is not true. There is no uncertainty in the answer to this question. It's always better to focus on making the best content you can. As long as you do that, your success will come naturally.

Need help devising your message architecture and tone? Need to jumpstart your SEO strategy? That’s what we’re here for: Sign-up for our free 30-minute assessment!

Written by Katina Charles

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