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Why Unique Content is Important

Written by: Greg Gaskill

Article Overview: Too much similarity between pages within a site confuses the search engines. If the customer is willing to click-through onto different pages, at least give them something new to read or skim through. A lot of people in general fall into the trap of placing an uneven emphasis on the architectural layout as opposed to an even balance between layout and the actual content, providing problems with overall usability.

Why Unique Content is Important

Unique, well-written content is imperative to the success of your website. In our fast-paced, Internet-savvy society, your potential customers and clients know that the information, products and services they need are at their fingertips and just a quick online search away. Because of this, your page ranking with the major search engines and the uniqueness of your site, setting it apart from the many other sites that offer the same information or product, is absolutely essential.

Content-rich web pages with carefully chosen keywords placed throughout the text are a vital component to any website, and are a key ingredient in creating and increasing organic traffic. Each of the major search engines scours the Internet constantly looking for the most relevant and appropriate websites to deliver to their search engine clients. Websites that are not well-written, or that contain the ingredients of spam, such as keyword stuffing or repeated content, will not receive high placement during searches.

In fact, if your website contains content on more than one page that is too similar, it can actually confuse the search engine crawlers, which will lead to lower placement in search engine results. Thus, copying content, or simply rewriting the same or similar information on several web pages, is a fatal flaw that will lower your website’s page rank with major search engines and annoy your potential customers and clients.

Your goal is to bring potential customers or clients to your website, then to convince them that your information, products or services are exactly what they are looking for and that they have no need to leave and find the websites of your competitors. In order to do this, you must provide easily accessible information that grabs their attention and brings them deeper into your website. Unique, informative content with deeper links to additional unique, informative content is the best way to accomplish this.

If your website visitors begin to click through your site only to find that the information on each page is similar to what they have already read, they will find no reason to stay on your website and will soon be looking for more information elsewhere. Also, keep in mind there are likely hundreds, if not thousands, of websites offering the same information offered on your website, but your visitors chose you. Show them that they made the right decision and reward them for that by providing them with good, unique content for them to peruse or skim through on each page.

All too often, more thought and effort are put into the design and layout of a website, with less regard for the actual content placed on each page. Design and layout are important aspects of creating a website that is inviting and functions well, but to create true usability, a balanced effort between layout and providing concise, informative content must be achieved.

Your visitors’ first impressions of your website, and whether or not they will return, depend on your content. When presented with unique content that is concise and informative, your visitors will believe that your information or services are professional and reliable. This will also improve your search engine placement, which will drive more traffic to your website and introduce more potential customers or clients to your business.

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