Unique content means “unique content” – and that is exactly what makes such content unique: It is unique, individually adapted to the respective context and at best it is of high quality. With these characteristics, Unique Content acts completely in line with content marketing, which is extremely SEO-relevant. Those who play out irrelevant content on a website not only risk readers jumping off quickly and thus a bad Our Experience, but also direct penalties from the major search engines.
In order to be able to present their users with better search results, Google and Co. are constantly publishing updates, which, among other things, enable exactly that. The focus here – as with all search processes – is on special algorithms. In these algorithms are anchored, among other things, the standards that determine what is allowed and what is not, or which SEO activities are particularly beneficial to the ranking and which are less so. At the latest since the so-called Panda Update by the search engine leader Google, the importance of good content or the requirements for good texts have increased significantly. Those who operate information-empty sites that focus purely on keywords risk a downgrading in the ranking or, in the worst case, even a bounce from the index. There is an increased risk of massive penalties, especially when using plagiarism that is beyond doubt. In addition, a very high proportion of advertising or affiliate links can also have a negative effect.
Unique content can certainly be described as the direct opposite of duplicate content. Duplicate content is content that appears in identical form on several pages on the web. However, this is not just copied text, i.e. plagiarism, but also largely identical individual pages or sections of pages from one and the same website operator. Duplicate content is divided into internal and external duplicate content. Internal duplicate content refers to identical content on one domain and external duplicate content refers to corresponding content on several domains.
Duplicate Content is an important issue for the major search engines. With duplicate content, it is difficult for them to find out algorithmically which pages of one or more domains best match a search query. On the other hand they want to save crawling resources and not have to index tens of versions of the same page. In fact, the latter fact means immense costs in the most relevant search engines, which have to be spent on hardware performance, among other things.
In order not to run the risk of being affected by negative effects in any way, you can make use of various tools that will help you to identify duplicate content on your website quickly and easily. One of the simplest, but at the same time most meaningful helpers is Copyscape. It is best to avoid duplicate content right from the start – in other words, you don’t let it arise in the first place.
However, there is also duplicate content which can have a real added value for your customers and could even have a positive SEO influence. This genre includes URLs with sorting or product variants or affiliate URLs. There is a solution for such pages to avoid being punished as duplicate content – the so-called Canonical Link.
This is a link in the head of the respective page that is not visible to your customers. It shows the search engines exactly which page should appear as a reference in the results. The Canonical Link enables the algorithms of the search engines to understand both URLs as one content or to quickly classify them correctly.
For duplicate content that is not to appear in any version in the index – for example in the context of very similar distribution pages that are used exclusively for navigation – it is usually advisable to set “noindex, follow” using the robot meta tag. This will result in a complete exclusion from the search engines. Before you choose this option, however, you should carefully examine the necessity of such pages and – if possible – switch them off completely.
Duplicate or even multiple content, which appears individually in the SERPs on different pages and should bring SEO success, must be made unique content. Even if all your services are identical and are only offered in the smallest deviations, the following applies: If you want your services to be separately discoverable and these contents should not carry the risk of punishment with regard to duplicate content, you must formulate separate texts for each of them.
The factors that need to be taken into account to achieve the perfect SEO content have been the subject of heated debate for years. One of the central points of friction here is text length. So how long does a text have to be to achieve maximum SEO success? Unfortunately, the most generally applicable answer is very vague. It actually depends on the respective query in the search engine. Simple requests in the form of language searches are already answered by Google and Co. directly in the SERPs. But, even to be considered there, it is necessary to provide suitable content. In this context, however, the question is rather: How long can the text be? And not: How long must the text be?
The Backlinko agency has gained very valuable insights into the most suitable text lengths from an analysis of one million search results. There seems to be a de facto direct connection between text length and ranking. On average, the articles ranked first to third are significantly larger than those in the lower ranks.
Pages in the first positions have an average length of 1890 words. So if your company operates in a highly competitive (online/SEO) market, you will probably need to provide quite detailed and in-depth coverage of your business or the goods or services you sell in order to be maximally relevant to search engines in terms of content. Niche companies usually have it much easier here, as they do not have to compete with Google and Co. against a large, perhaps very strong SEO and content marketing competition.
Making general statements is always difficult or even impossible in the SEO context. However, it is relatively easy to find out for yourself how long an article should be:
Use a search engine yourself and see how long the top placed texts are in your business area. If they are all short and crisp, you don’t – and sometimes you are not allowed to – deliver “detailed scientific papers” in order to rank well.
If the top-placed articles are very long and those in the first position are the longest, the text length will probably play a greater role. On the other hand, if the answers tend to be short – for example, if the data queries are more or less simple – no one will probably expect long texts – not even the search engines.
Longer articles – provided the context is appropriate – practically always have a major advantage: They provide more chances of ranking on other relevant search terms relating to the topic. Thus, it is actually possible to cover hundreds of different search queries in a topic area more or less unconsciously with one long article. For longer articles, the number of potential rankings and the associated range of coverage therefore sometimes increases enormously.
Never, however, should you try to artificially inflate a text with regard to this advantage. Long articles with a thin added value or insufficient focus are hardly accepted by your customers as desired. The bounce rate increases and this in turn leads search engines to conclude that the user experience is poor.
By the way, when interpreting the appropriate text length, a misunderstanding can quickly arise: Thus, the word count of the entire page must always be considered and not just the word count of the article in question. The navigation, any page lines, the footer and all other text elements should be included. Take the resulting value as a basis for your SEO content.