Stop and listen, unique content is a ‘must have’ if you want to rank well…

Just one of the tasks an SEO faces is getting a client to commit to writing copy for a site. Over the years, many would copy text and pass it off as there own, but then… the Google Panda came along.

What this has done is force all website owners and webmasters into writing compelling content if they want to retain there rankings and progress over time.

Below I’ve listed some buzz words which might be helpful when do the above:

  • Helpful
  • Resourceful
  • Unique
  • Fresh (up-to-date)
  • Engaging
  • Adds value
  • News worthy
  • Linkable
  • Likable

If you can write content that is all of the above, you are on to a winner – and to be clear… there are no short cuts around writing content..

In a recent video by Google, Matt Cutts talks about the need for great content which covers the above points. I can’t, along with the rest of the SEO community, stress how important unique content is.

Let me leave you with one final thought before you watch the video, Google is trying to make there search experience the best it can be, do you think it can do this by serving 10 results which are all the same?

You can view the video on YouTube here. If you have any questions, please leave them in the comments box below.

Credit: Book image from

This post was written by , Dave is a digital marketer specialising in SEO and PPC, and can be followed on Twitter, Facebook, LinkedIn and Google+.

3 Responses to “Stop and listen, unique content is a ‘must have’ if you want to rank well…”

  1. Dave, thinking of the industrial distributors and B2B E-commerce companies I’m familiar with, I think they would rather have Matt answer a different question:

    “Will I be penalized for using the manufacturer’s descriptions ?”

    Not “How can I rank above others using the same descriptions ?” If those descriptions are the lion’s share of your content the answer is clearly “Get real !” No — what we are asking here is: “Will Google inflict some special penalty on sites using manufacturer’s product descriptions simply because it represents duplicate content ?” My general feeling is that this is not Google’s intent. (Although “intent” does not always win the day.)

    Recently I saw a B2B e-commerce site (many of whose customers would know the specific product names and models they were looking for) where the entire product directory (over 2000 pages) was disallowed in robots.txt, but where there were separate pages, basically no more than indices with links to the product pages, which were not disallowed. Now, in this case, I believe the motivation had to do with a misguided IT effort to deal with the impact of spiders on server performance but, if a company believed that they would be penalized for this content, I can imagine seeing the same type of thing.

    Ignoring the duplicate content elephant for a moment, I do agree that (in order to rank above competitors in this type of a business) there are two things a company must have: 1) A strong body of interesting and original supplementary content, matching all of the criteria you listed in the post, and 2) A strong and active social media footprint.

    Win by engaging with and helping your customers, not by rewriting what are probably already well-written product descriptions.

    • Dave Cain says:


      Thanks for your comments – you raise some good points and we are certainly on the same page here.

      Like you say, how many times could a product description be rewritten? It’s a tough one to call but as a substitute, UGC, aka user generate content might be the best solution.

      Look at the majority of product pages on Amazon, a user has gone on and written a unique and honest review about the product, thus adding value to the page.

      All of the above then points back to your main point ‘engagement’.


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