Unique, non-duplicate content that provides fresh value to users and ranks better in SEO.
Why Original Content Matters
Original content is the foundation of a successful SEO strategy. It matters because it is a direct signal of a website’s E-E-A-T (Expertise, Authoritativeness, and Trustworthiness). A search engine’s algorithm is designed to provide the most helpful and high-quality results to a user. A website with original content is more likely to be seen as a high-quality resource and is more likely to rank higher in search results. A website with duplicate content, on the other hand, can be seen as a low-quality resource, which can lead to a drop in rankings and a loss of organic traffic.
Across Different CMS Platforms
The management of original content is a content and technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can easily create original content by using a variety of plugins. A good SEO plugin like Yoast SEO or Rank Math can help you analyze your content and ensure you are using a variety of keywords that are relevant to your content.
Shopify
On Shopify, original content is essential for your product descriptions and blog posts. You can use a variety of tools to find a backlink from a relevant website. A link from a high-quality blog or a news site can significantly boost your rankings.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for original content. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated content strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your SEO performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use original content will depend on your industry and your goals.
E-commerce
E-commerce sites can use original content to build a stronger brand reputation. A site that sells running shoes could get a backlink from a blog that reviews running shoes.
Local Businesses
Local businesses can use original content to build a stronger community. A local restaurant could get a backlink from a local newspaper or a local blog.
SaaS Companies
SaaS companies can use original content to build a stronger brand reputation. A company that sells project management software could get a backlink from a blog that reviews project management tools.
Blogs
Blogs are a great way to capitalize on original content. A blog that writes about cooking can get a backlink from a blog that writes about baking.
Dos and Don’ts of Original Content
- Focus on a user’s intent: The best way to use keywords is to weave them into your content in a way that sounds natural and is easy to read.
- Use a variety of keywords: A good content strategy includes a mix of short-tail, long-tail, and user-intent keywords.
- Write high-quality, in-depth content: This is the best way to signal to machine learning algorithms that your website is a high-quality resource.
- Avoid keyword stuffing: This is a dated tactic that can harm your SEO.
- Avoid using keywords that are not relevant to your content: A keyword should be relevant to your products or services.
- Avoid a deep, messy site structure: A lack of a clear structure can lead to a lower indexation rate and a loss of organic traffic.
Common Mistakes to Avoid
- Neglecting keyword research: This fundamental step is essential for growth. Without measurement, improvement is impossible.
- Disregarding user intent: It’s crucial to align keywords with the user’s purpose.
- Concentrating solely on short-tail keywords: Long-tail keywords typically offer better ranking opportunities and can drive significant organic traffic.
FAQs
How is original content different from duplicate content?
Original content is unique content that has been created for a specific website. Duplicate content is content that appears on two or more pages on a website or across different websites.
Is original content a ranking factor?
Yes. Original content is a major ranking factor. Search engines prioritize pages that provide a new perspective, a unique value, and a great user experience.
Can a website with duplicate content still rank?
A website with duplicate content can still rank, but it can be difficult. A search engine’s algorithms can get confused by a page that has similar content to another page on the same website.
How can I check if my content is original?
You can check if your content is original by using a plagiarism checker tool. These tools can scan the web for content that is similar to yours.
What is the difference between original content and content marketing?
Original content is a piece of digital content that has been strategically created and fine-tuned to perform well in search engine results. Content marketing is a broad term for a marketing strategy that involves creating and distributing valuable content.
