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Why Is Unique Content Important?

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Unique Written Content Is Good For Your Website And Your Business

Many small businesses in the UK who operate on-line are unaware of the importance of unique content throughout their website. In this article we will talk about unique content, why you should use it on your business website and how it can benefit your site and ultimately your business.

When the modern internet started in the mid 1990′s, search engines were much more basic than they are today. Initially, all that was required was placing a special tag called “meta keywords” within your page which contained the main key words or phrases for your website content. Search engines would crawl your website and provided the keywords in your meta tag matched keywords it found on the page in question, your site would be listed in the results.

This was a very basic and rudimentary way of determining the subject matter of a website. Often the search engine results displayed would be wildly inaccurate and random, with irrelevant sites appearing in the results. This method also opened the door to ‘keyword stuffing’ or ‘keyword spamming’, which was the practice of adding keywords to the web page and meta tag which were not connected to the subject of the site.

Due to the fact that many search engines had no way of measuring any other type of relevance, methods like keyword stuffing often worked. There was no way to assess the content of a page for accuracy or relevance to the search that was conducted, with a page title and a few keywords often enough to gain a good search engine position.

How Google Changed Internet Search

When Google came along the whole search engine world changed. They introduced a mathematical formula to calculate the subject matter and relevance of any web page. This formula is known as the Google algorithm and exactly how it works is a closely guarded secret, however Google themselves give us some pointers.

The major change that Google introduced was the inclusion of inbound links in their calculation method. Essentially, Google viewed a link as a ‘vote’ for a website and the more links or ‘votes’ the site had, the more likely the site would be to appear within Google’s search results.

Initially it didn’t seem to matter where the links were coming from, the more any site had the better. This was how Google operated for a number of years but this method also allowed for ‘link spamming’, where websites would simply build hundreds of links from irrelevant websites, simply to force their own website higher in the search engine results pages, or SERPS. The bottom line was Google didn’t know the difference, it simply counted the ‘votes’.

Modern Search Engine Practices

Nowadays Google has 90% of the UK search market and their famous algorithm has become much more sophisticated. Although Google still uses inbound links to gauge the relevance of a site, there are now many different factors involved.

For example, Google will read or ‘spider’ your webpage to determine the subject matter, look at your title and description tags, check your content for relevant words, phrases and key-terms, look at your inbound links including the text within the link and even check the subject matter of the site linking to you. These are just the basics, there are literally hundreds of website ranking factors within Google’s algorithm.

Its All About Google!

Although there are many search engines to choose from and several big players in the search engine marketplace, business website owners have little or no choice but to account for Google as it now has around 90% of the UK search market, meaning 90% of all UK web searches are done on Google UK.

Search Results Are All About Website Relevance

Modern search engines, particularly Google, now strive for maximum relevance when displaying search results. When a user conducts a search, Google wants to display the most relevant information for the user. Although there are hundreds of factors that determine what is and isn’t relevant, unique user-friendly content is a major contributor.

A simple way to consider this is to think of websites as sales people. If you have ten sales people all offering you pretty much the same deal, but one offering you something extra, perhaps something more interesting or more relevant to your request, its more likely you’ll buy from them. Google sees the internet in this manner so it is of the utmost importance to have unique, user-friendly written content about your subject matter.

If your website content is unique, on-topic and relevant to the search, you have a real chance of ranking well in the search results. When your website displays the same information as a bunch of other sites, there is no reason for Google to put your site higher in their search engine results. However, when you offer unique content, extra information and related content that cannot be found by Google anywhere else on the web, it shows Google you have made an extra effort to supply information about the subject at hand. In other words, your site becomes much more relevant to the search.

We specialise in providing unique content writing services to help boost the relevance of your website.

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