How Unique Does My Content Need to Be?

Content is one of the most valuable tools marketers offer their clients. When SEO is done right, it can increase visibility, engage website visitors, and keep them coming back. It can also strengthen credibility, potentially improving conversions.

However, these positive outcomes require good content, which requires completely unique content.

Unique Content is a Must for Successful Marketing

Most companies understand the importance of having content on their sites. However, while they know they need it, they often try to cut corners when they write and publish it. For example, they might write one piece of “new” content, in which they substitute out a couple of phrases or words from existing articles, or sometimes they’ll substitute different geography and just reuse the same content. The problem with that is that Google’s smarter than that.

It must be unique if you want Google to pay attention to your content. Now, we all have limitations. Inevitably, the next question from clients is, “Yes, it should be unique, but how unique does it have to be?” The simple response is that if you have to ask, your content isn’t unique enough. It has to be completely and utterly unique.

Making Content Unique

You can use numerous strategies to ensure your content is unique. One of the ways I make sure that content is unique is by employing several different copywriters to write on similar topics. Because I know that inevitably, each of them will approach it differently, with different perspectives. They will say things differently, and they will be inherently unique. That’s an easy fix, just by hiring separate copywriters, I know I’ll get unique content.

We need to remember that Google doesn’t want to serve the same content on your site if it’s the same or virtually the same on another site. Publishing duplicate content will not get you the SEO results you want, and you will have spent time and money for nothing. So, when you’re writing content, remember that if you want it to be good, don’t cut any corners—make sure it’s completely unique.

UPDATE: I wrote this before LLMs were readily available to most people. Since then, some are trying to cut corners and use AI-generated content for their websites. Although an LLM can generate unique content, AI systems don’t want to use AI content to fuel AI answers for their users. So, if you wish to your search marketing campaign to survive from SEO to GEO, be sure you still use human writers.