Be unique or go home

Have you ever wondered how Google, Yahoo or Bing generate results for you based on your searches? How does the search engine know that when you put in a phrase like “movies” you’re most likely looking for movie theaters and times and not used DVDs? How does your business get found by people in your community more than by people in Canada?

The answer is actually fairly complicated and to make matters worse, the rules of the game often change.  Adding to the complexity of the issue is the fact that search engines also like to keep their algorithms and protocols secret. So, while we don’t know all of the inner workings, we do know the key elements of great search results. One of the top elements is unique content. Unique content, written specifically for your site and based on your services, gives your website better online visibility.

What is unique content? Let’s first talk about what it’s not since there so much confusion on the topic. Unique content is not content derived from putting together keywords for the sake of weighting a site to seem appealing to search engines. It is not pre-written generic content based off of industry generalities. It is also not content written by content-mills and sold to numerous sites.

In short, unique content is written specifically for your company. It contains information completely tailored to you, what you do and how you do it. The content on your site should show your personality, illustrate your expertise and give people a taste of your company. When people come to your website you want them to see you as a trail blazer, not a template-following knock-off that they have seen time and time again.

To a search engine, that unique content is deemed more valuable than content repeated over the web at many sites. You’ve most likely come across this sort of thing, where you’ve seen the same information on various sites and it is presented in such a similar that you swear you’ve seen it before. That is because generic content providers write copy and sell it to many people, which in turn stick their name on it, change it a bit and then call it good.

So, if you’re looking for a way for your company to truly stand out, unique content is a great start. It sets you up as an expert, gives people a reason to visit your site often and improves your search engine result.  If you’re not a writer, you can always hire a professional writer that generates real content on your behalf.  If you want to give content-creation a try, go for it! Either way, just make certain that unique content is a part of your marketing plan.