Unique Content

The term Unique Content refers to digital content that is unique in its form and cannot be found on any other website. In search engine optimization, text with Unique Content on a page is an extremely significant factor for being successfully listed in search results and at the same time – this should not be overlooked – providing readers with added value and thus being popular with them. The opposite of Unique Content is Duplicate Content (DC) – that is, duplicate content that is identical or partially similar. From the search engines' perspective, DC offers no added value to the reader, thus duplicate content is disadvantaged in ranking. When distributing press releases across different web portals, Duplicate Content is an issue; however, one can point to an original source, so it does not weigh negatively that the content is identical or very similar.

In general, website operators and online shop owners should focus on unique content, as it provides added value to readers and can therefore bind them to the online offering. Its importance for search engine optimization increased at the latest with the algorithm updates of the search engine Google, known as Penguin and Panda. These made it clear that Google increasingly values unique content and well-researched texts. Content-empty websites lost positions as a result of the updates or were even penalized.

Unique content for online shops is crucial

A certain challenge arises especially for online shop owners. Online shops that do not offer unique (homemade) products but sell "mass-produced goods" usually rely on the product descriptions they receive from manufacturers. Given the variety of different products, this results in enormous time savings. However, this quickly leads to duplicate content in many online shops with similar products. Consequently, the online shop loses visibility in the ranking, which can mean significant losses in sales. Therefore, it is especially important for online shop owners to create unique content. Depending on whether you commission an agency or a writer to create unique content or produce the content independently, either time or costs will be incurred. For this reason, many shop owners hesitate to create unique content. However, product descriptions, in particular, offer an opportunity for the shop to stand out from the often uniform competitors and provide the customer with a significant added value compared to the competition. When creating unique texts, it is important not only to pay attention to uniqueness but also to comply with the general rules of spelling, grammar, and readability.

Advantages of Unique Content

Content that is unique not only has an advantage for search engines like Google, but also for website operators. Because good content that is informative and meets a need leads to increased traffic, improved customer retention, and the building of a community.

It should also be noted that in online shops, products should receive a unique text, even if this means more effort. This, however, increases trust in the shop, and sales rise automatically.

How to create unique content?

The easiest way is to type away yourself and create appropriate texts for your websites. You should pay attention to the readability and division of a text and ideally also consider search engine optimization. Many companies therefore turn to an online marketing agency that professionally creates texts quickly and with consideration for SEO criteria.

In any case, an investment in good unique content is worthwhile to ensure good search engine rankings and corresponding conversions in the future.