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The importance of original content for your SEO strategy

Meg Caswell
Marketing Coordinator
Whilst it can be tempting (and less time-consuming) to share pre-existing content on your business’ website, original content is key to establishing a successful SEO strategy. From higher search engine rankings to maintaining loyal clients, here’s why opting for original is the way forward for your digital marketing campaign.

What is original content?

Contrary to what you may expect, original content doesn’t necessarily mean new content, as it is virtually impossible to write about a truly original topic in this day and age. Essentially, original content is content that doesn’t already exist in the same form elsewhere. This can be content that provides an alternative (and unique) perspective on a pre-existing topic, copy that explains your own opinion on a given subject or product, or an improvement of an article you have previously read.

Why is original content so important?

Avoids duplicate copy - It may seem like the easier strategy, but re-sharing existing content on your own website could actually do your SEO strategy more harm than good. If Google detects large amounts of duplicate content when crawling your website’s pages, it can affect your website’s authority and hinder your site’s performance on Google Search and other search engines.

Keeps clients engaged - A high quality website with optimised homepage copy may attract customers to your site at first, but how do you keep them coming back after that initial visit? The answer is, with original content. Posting creative, useful and interesting content is a great way to keep existing clients interacting with your website whilst also driving new traffic to your site.

Establishes authority  - When customers consider investing in a product or service, they want to know the service providers know what they’re talking about. By creating and posting original content, you are demonstrating to your clients that you are an expert in your field. This will help when it comes to building credibility for both yourself and and your business.

Search Engine Optimisation - Original content can assist with your SEO strategy in more ways than one. Whilst additional content may help you rank for those all-important keywords, it’s also essential in building your website’s domain authority. If you create high quality, unique and relevant content, chances are other companies may link to that content in their own blogs. The more people engage with your blog, the higher its perceived authority on search engines. This higher authority could in turn give your website higher rankings for targeted keywords.

Just a note

Whilst it’s important to consider the originality of your online content, don’t forget about those essential keywords. Content should be original, but SEO-friendly articles should also be based on thorough keyword research. If you want to rank highly on Google, you will need to think about popular terms your target audience is searching for. Great SEO is all about knowing your audience and answering the questions they ask in original, useful, and relevant ways.

Need help with your SEO strategy?

If you’re looking to improve your business’ performance on Google and other search engines, the experienced team at Undergrnd can help you boost your online presence. From content creation to SEO strategy, we can help your business take the right steps towards achieving those results.

Get in touch with the team via our website to find out more.

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