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How Important Is Unique Content For Google?

Wondering whether unique content is important for Google and your rankings? Our comprehensive guide will highlight the need for unique content in SEO verses having duplicate content.

Photo of Danny Mahoney
Danny Mahoney
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Creating unique content for SEO campaigns is exactly what every marketing strategist strives for!

After all, well-optimised, high-quality, unique content adds sufficient value to a website, boosting its rank on Google’s search engine results pages (SERPs). However, if not done correctly, it can significantly deteriorate the website’s SEO rankings.

Unique Content For Google

So, to answer the question related to the importance of content for SEO - unique content is important, be it for Google or any other search engine. Before we dive into the details, let’s focus on the concept of unique content and duplicate content.

So let’s answer the question, how important is unique content for Google?

What Is Unique Content?

For starters, unique content means content that’s 100% original and isn’t duplicated elsewhere. It’s a term that essentially relates to search engine optimisation (SEO) as it plays a vital role in determining search rankings in SERPs. This is because Google search algorithms tend to penalise websites that post duplicate content while rating unique content higher in the search results.

Tips For Writing Content In Any Industry

By creating content that’s unique, original, and resourceful, websites have a better chance of improving their SEO rankings. No wonder it’s an important concept in the digital marketing world.

Unique Content Vs. Duplicate Content

Let’s dive into the details of both content types. Duplicate content is the complete opposite of unique content; it’s basically identical content published on several websites, proving to be detrimental to the site’s value and search rankings. In fact, Google tends to remove these websites from the search index.

Duplicate Content Statistic

As a search engine, Google always tries to present searchers with the best possible results for their conducted search. Consequently, complex algorithms are used to identify the sites providing the highest quality unique content. When any website tries to trick the algorithm by publishing duplicate content, Google penalises them.

In order to rank higher in the SERPs, a website should optimise content using relevant keywords while paying close attention to quality and relevance. Search engines like Google invest a ton of time and resources to make sure that they match content to the relevant search intent of the user. So, unique content creation is the way for websites to rank higher.

Content Value In SEO

According to Google Search Statistics, Google processes more than 40,000 search queries per second on average. This amounts to almost 1.2 trillion searches every year. So, you could imagine how Google algorithms are evolving each day to meet the search demands of every user with the best possible search results for their queries.

Google’s bots and search crawlers crawl websites to determine the most relevant match to your search query. They then rank the pieces of content based on their quality, uniqueness, and relevance to the user’s search. So, to create valuable content for SEO, it needs to be beneficial to the searcher.

Here are a few points to keep in mind while creating content for your website; take a look:

1. Informative

Most users conduct searches to acquire relevant information regarding a particular brand, website, or company. So, make sure you include all the required information about your site, including its operating hours, location and contact details.

Businesses Providing Relevant Content Statistics

2. Credibility

Searchers should know that your site and content is credible and trustworthy. You can ensure credibility using citations, organic research, backlinks, testimonials and reviews from previous clients. This will help boost your website’s reputation among competitors.

3. Valuable Content

Valuable content relates to uniqueness in more ways than one. Keep in mind that if you’re writing a blog post on “how to bake a cake”, for example, it should provide more value while being different to competitor blog posts.

Valuable Content Infographic

4. Quality

Apart from being valuable and unique, your content should not be deprived of quality. Make sure it isn’t outsourced on other websites. Also, create high-quality content to give your readers a good experience rather than improve your SEO rankings.

5. Engagement

Engage with your readers via social media platforms, comment boxes and regular blog posts and updates. While creating content, try to avoid spelling mistakes, factual errors and using too many ads to promote your site; this can be distracting to visitors. Instead, add images and colour to your website alongside your content to make it visually appealing.

Is Unique Content Important For SEO?

Without a doubt, high-quality, unique content is important for SEO. The first reason is that Google prioritises content that’s both relevant and original compared to duplicate content, which bears the risk of being penalised by Google and other search engines.

In other words, your website won’t be ranking higher in Google’s search results pages unless the content you put out is original, credible and useful to searchers. Additionally, websites with duplicate content aren’t given any importance compared to sites with unique content.

Instead, they run the risk of being penalised, thereby losing their reputation in the content marketing industry. On the other hand, unique and quality content can add value to your SEO campaign. With more links, directories and citations on articles, you’ll be gaining the trust of readers and visitors for being a reputable site and authority in the industry.

Updating Old Posts Graphic

Clients will be more inclined to want to do business with you because of the unique information and credibility you provide as a website. To sum up, here are the benefits unique content offers.

1. Better SEO Rankings

Websites with original, high-quality content will be ranking higher in Google search results. This is because search engines like Google will consider them a better match to a relevant search query conducted by a user.

2. Boost In Reputation

Higher SEO rankings will ensure a significant boost to your website’s reputation. In fact, you’ll be gaining authority as an expert in your respective field online.

3. Higher ROI

As a business owner, you’ll have to invest a ton of time, effort and resources to build a brand name online. But all that will be going to waste unless you improve your website’s SEO ranking. So, creating unique content containing the relevant information regarding your business will prove useful in the long run, ensuring higher ROI.

Calculating Roi Return On Investment

4. Attracts Readers

Unique content means the original presentation of relevant information. The originality and uniqueness of content encourage users to visit your site and read your articles and posts. They’ll spend more time on your web pages, which in turn, boosts brand visibility.

5. Improves User Experience

While searching for content, people tend to find answers to questions by going through several resources at the same time. The most relevant, useful and complete content stands out among all the information found.

That’s why it’s important to find useful data from different sources for creating an informational text. This will help you write articles in a way that’s more unique and insightful compared to competitor websites.

6. Reduces The Risks Of Running Into Legal Issues

You might run into legal issues if you copy content from other web or social media pages. The owners of these pages may claim the rights of their created content, and you’ll eventually have to pay the price.

Play around with words and be thorough with your research so that you don’t get flagged for plagiarism. Websites with 100% unique content are more credible and trustworthy to Google.

Is Optimised Content Important For SEO?

Optimisation plays a key role in creating unique content; without this, your website won’t rank higher in Google’s SERPs. No matter how unique and original your content is compared to other competitor websites, make sure you optimise it while creating it to make it and your website more human-centric to your target audience.

In other words, produce unique content focusing on what your potential audience would want to read about rather than what you would want to say. Create useful content that most visitors will be able to easily understand and find informative.

Seo Process Graphic

Additionally, optimisation means you’ll have to pay attention to the technical stuff, including factors like the meta title, meta description, keywords and links. This will help Google or any other search engine place your website in a higher position on the search results page.

Creating Optimised Unique Content For SEO

Irrespective of your business or industry, finding a relevant, new topic to write on is not easy. Almost every topic is covered by most websites in the form of articles and blog posts. This makes it difficult to create original content that’s never been published before on any other platform.

But even if a topic has been covered a million times before, there are ways to write it uniquely. Following the points highlighted below will help in creating original, high-quality content that’s well-optimised.

1. Keyword Research

Start by planning your SEO and content marketing strategy. This will help you create unique content and improve your chances of ranking higher on the search results pages (SERPs). But for this, you’ll need to know the terms, words and phrases related to your business that people search for.

The best way to do this is by conducting keyword research; you’ll then come across a list of relevant keywords searchers generally use while conducting a search query. Use these keywords to determine a suitable topic to create your unique content, which search engines will easily find.

Keep the following points in mind during keyword research:

  • Your primary focus should be on long-tail keywords
  • Refrain from bidding on highly competitive keywords
  • Match the title and topic to the keywords
  • Use a reliable keyword research tool like Keyword Planner

Long Tail Seo Growth Graph

2. Make It Your Own

Never copy and paste content from one website to the other; it will not only produce duplicate content, but your site will also be flagged for plagiarism. Instead, research and read articles and blogs written by other content marketing strategists. This will help you understand how the other writers have dealt with a particular topic or subject.

You can then add your own spin to the article to make it unique. Include your views and highlight the points that may not have been covered elsewhere. Be creative and include new and relevant information aimed at addressing the common queries and concerns the audience might have.

We would also recommend using your own style and format to write the articles to make them look more original. Finally, use tools like Copyscape to make sure your content is 100% unique. All you have to do is enter the URL of the website or doc file and submit it; it will come up with a list of sites that might put you at the risk of duplication or plagiarism.

If this happens, make adjustments to your content, so that Google considers it original instead of penalising your website for creating duplicate content.

3. Don’t Divert From The Topic

It’s important to create unique content without diverting from the topic and your target keyword. Avoid trying to target many keywords and writing about anything and everything under a single title. This not only is a waste of time and effort but also prevents you from creating unique content that’s both relevant and useful to your target audience.

Simply focus on your topic and write content based on the keywords you’ve chosen to rank higher in Google’s SERPs.

4. Target Audience

Numerous sites might have already covered the topic you plan on including and there may not be anything unique left for you to write about. But what you can do is create content based on your target audience.

Think about what message you’d want to provide your audience and what is the purpose of that message. Then focus on what you’d want your target audience to do after reading your article or blog post. Would you want them to engage, read more of your posts, or if you’d want to convert them into leads and buyers?

3 Steps To Defining Audiences

Having a good idea and goal in mind will help answer these questions. In turn, you’ll more likely come across an original idea to write your unique content, which is again important for SEO.

5. Update Existing Content

You might own a website that’s been around in the industry for a significant period of time. If that’s the case, your website might already have several pages that you may use as a starting point for creating more unique content.

Utilise the features offered by Google Analytics by logging in and navigating to the “acquisitions” page. Here you’ll need to select the “organic search” option while setting the primary dimension as “landing page”. This will help you get a list of all the pages of your website that get the most traffic from Google and other search engines.

It provides metrics like the bounce rates and the average session duration for each page. Now, if you notice a particular page getting a relatively higher volume of visitors, but most of them leave to go back to Google’s SERPs, that’s a sign for improvement.

Remember, your website has already established a position in the SEO rankings; plus, you already have a topic people are interested in reading. As such, adding more useful information to your existing content will make the content more unique and valuable to the visitors. It will also reduce the bounce rates of your website pages.

6. Engage With Potential Customers

The best source of ideas for writing web content is your customers. After all, your primary goal is to attract them. That said, gathering relevant and interesting ideas from clients is not really that challenging.

Content Consumers Want To Engage With

What you can do is ask your customer service and sales teams about the questions they are generally asked. The answers and solutions to most of the complex questions asked by customers can serve as the perfect topics to write an article or long blog post. You can also create an on-site FAQ section to answer the simpler questions.

Another great way of getting ideas to create unique content for your website is by asking followers on social media about the kind of stuff they’d like to see on your site. This will give you a new perspective to create unique content for your site. You’ll also have an audience ready to give your article or post a read.

Of course, any social media platform is always an added bonus, serving as a great place to take a look at user-generated content. You can get your customers involved in the content creation process if they are more than willing to share their own pictures and product opinions among other things.

Content Marketing Statistics Graphic

7. Creativity

The next aspect, which requires focus in any content marketing campaign is creativity. There’s no denying that data-driven keywords are exactly what you need to begin unique content creation. But there are also high chances of competitors using the same terms and phrases. To stand out, you’ll have to give your creativity a boost.

Suppose you’ve created content on a relevant topic in the past, which was unlikely going to succeed. In that case, don’t hesitate to give the article another chance. Approach it in a different yet interesting way; include a bit of humour and impactful graphics. This should help you create content that’s unique and capable of adding value to your website.

8. Maintaining Freshness

Search engines like Google rank websites with up-to-date and fresh content higher on the search results pages. So, if you have, say, a library of content, update the articles or simply eliminate the obsolete pages to make way for the latest unique content that will prove more useful to the user. This will also allow search engines to know that your website is well-maintained.

How Google Ranks Fresh Content

You could also search for ideas on relevant and running topics by typing in keywords in Google’s news search area. This will give you the latest news, a list of stories and provide information that is currently trending in your industry. You can then utilise the information and stories as inspiration to create unique content.

9. Detailed And Useful Content

Make sure you conduct the required research to present your readers with an in-depth solution to their most asked queries and concerns. The best way to do this is to search for information related to a specific topic online from various sources and then compile it in the form of comprehensive articles or guides.

The detailed, informative guide will enable the visitors to gain the required insight for which they had been conducting a search query in the first place. Include even the most minute details that other sites might have missed out on. This will ensure that your website is more useful compared to competitors, providing substantial value to the users.

Sophisticated Content Works Better Graphic

In fact, that’s exactly the type of content Google tends to rank higher in the search engine results pages. But the tricky part is trying to understand how detailed and thorough should your content be.

One of the biggest mistakes most website owners make is that they throw in more words just to achieve a specific word count. Keep in mind that certain search queries require a straightforward answer. The people searching for these types of questions won’t wish to spend much time reading a detailed, long article or post on the topic.

On the other hand, questions related to “why” or “how” will need a more in-depth article with all the information needed to help people get the answers they require. Long story short, take your competitor’s content, user search query, and the preferences of your target audience when deciding the depth of information needed to create unique content that’s important for SEO.

10. Multimedia-Rich Content

Most websites depend on text to create unique content to attract potential customers, but that really doesn’t mean it’s the best way to present your content. Other formats and the use of images, videos, and audio can make your web pages stand out among competitors.

Start by selecting a format that you think would be easy to understand. Once that’s done, optimise content, the images, videos and other multimedia, along with the pages to make it easy to read. The best way to do this is by using a content delivery network (CDN). It will take the load off your servers, improving your website’s speed to ensure the best user experience.

Whichever format you wish to choose, make sure you use descriptive text with it to provide the required context to both search engines and the users. For videos and podcasts, you may add a transcript, while images can use alt-text and captions.

You may also mark your multimedia with structured data to increase the chances of getting the desired results. Just remember not to go overboard when it comes to media; too many images or GIFs, for that matter, can turn out to be obtrusive, which eventually might work against your content marketing goals.

11. Quality Content

While you think about what users want and the factors based on which search engines rank websites on their search results pages, think about the website improvements that can be made. Think about this - would your website be the first choice if you conducted a relevant search query? If yes, then that’s great; all you need to do is take a look at the technical stuff to allow the traditional SEO to come into the scenario.

On the other hand, if your answer is no, then you’ll need to think more about how to add value to the site’s content. Users are more likely to stay on the page longer and not return to Google’s SERPs when they are provided with substantive, high-quality, unique content. This will not only make them familiar with the topic but will also build trust.

Now, when it comes to what high-quality means in this aspect, we’ll need to look at the content type, nature and industry. If we go by Google’s search quality evaluator guidelines, the characteristics of high-quality, unique content are as follows:

  • Any unique informational content should be original, accurate and presented professionally.
  • News content should be cited well, detailed and accurate with original reporting.
  • Artistic, unique content should be original, conveying a high degree of skill.

Brands and online businesses creating content need to pay close attention to the standards mentioned above. This is because Google’s algorithms give more importance to expertise, authoritativeness and trustworthiness signals.

Keep in mind that you are creating quality content for SEO and that is what’s needed for your brand’s success in the long run. All the factors in more ways than one relate to content quality, so it’s not something to ignore.

What Not To Do When Creating Unique Content For SEO?

After going through the factors highlighted above, we are sure you’ll give in your best to follow the SEO content creation practices. However, there are a few things you should avoid while creating unique content, as they are bad for your SEO and content marketing campaigns.

1. Creating Duplicate Content

Never copy the content created by another writer, and make sure you stay away from plagiarism. Duplicate content can not only cause search engines like Google to downgrade your SEO rankings, but they also may create legal trouble for you as a web content writer.

Tips To Avoid Plagiarism

2. Avoid Slacking Off

Make sure your content is always updated, post regularly and consistently. If your website is low on new articles and posts, you’ll lose the interest of potential clients. Try to publish unique content at least once a week, and for steady and consistent results, publish at least three articles or posts every week.

3. Overusing Keywords

Refrain from stuffing your article with too many long and short-tail keywords; this will only lead to penalisation. Maintain a suitable keyword density to keep your content unique and SEO-friendly. You can also check your keyword density using any of the free tools available online.

4. No Links

Google prefers content that provides additional resources to help users understand the article topic a bit better. So, make sure you link the pages on your site to improve SEO rankings. You could also build backlinks; this doesn’t mean buying them using black hat techniques. Build trustworthy relationships with other sites by asking them whether they would like to link to your web content.

5. Missing Title Tags

While creating unique and quality content for your website, writers often miss out on the SEO title tags and meta descriptions. This is something you have to be careful about as they help search bots understand the content of the web page. Ensure that these tags are enriched with relevant keywords that are strategically placed.

Tips To Write The Perfect Meta Title

Promoting A Website With Unique Content

Creating unique content is one of the best ways to promote a website, but it’s not always the primary factor involved in the process. Pay attention to the needs of your readers and the methods of gaining traffic. The functionality and design of your website are also important to consider.

For example, eCommerce stores receiving traffic from contextual advertising won’t need to focus on producing content and text that’s 100% unique. This kind of project requires the creation of informative content with descriptive text on fabrics, sizes and functional features. After all, clients will want to know about these factors before making a purchase.

Let’s Get Creative!

To sum up, unique content is important for any content marketing campaign. It adds value to websites; as such, Google ranks them higher in the search engine results pages (SERPs).

While creating unique content for any website, optimisation of content plays a vital role in SEO. Use a catchy title that will allow users to know the type of content you’re presenting in your article or social media post.

Keep in mind that you’ll have to produce unique content that’s both search engine and user-friendly. However, it’s always better to act on the goal of attracting readers and potential customers rather than focusing on improving SEO rankings.

The latter will come automatically once you build a strong reader base for text and media-enriched content.


Photo of Danny Mahoney

Danny Mahoney

Danny is head of web design at sitecentre and uses user-behaviour metrics to improve UX/UI and accelerate conversions. Using his unique combination of skills, Danny is able to deliver award-winning websites to SMB’s quicker whilst delivering better results.

Find them on their website: sitecentre, Facebook and LinkedIn.

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