Search Engine Optimization (SEO)

Why Original Content Has Become Imperative For SEO

By Japsimran Kaur
June 14, 2023

In the current digital marketing scenario, characterised by an overwhelming abundance of information, every click, swipe, and search unveils an avalanche of content. In such a saturated environment, the need for originality has become more critical than ever before. As a result, it's becoming increasingly challenging for websites to rank high on the Google Search Engine Results Pages (SERPs). According to recent statistics, only 5.7% of websites will rank on the first SERP within a year, highlighting the importance of original content for effective SEO strategies. Consumers today are exposed to a vast amount of content. According to DemandGen, 44% of consumers say they typically consume three to five pieces of content before engaging with a vendor. This proliferation of content not only offers users greater opportunities to discover new brands, ideas, and products but also presents chances for exploration and engagement.

Why Original Content is the Need of the Hour?

Content plays a pivotal role in conveying the purpose and relevance of a website to search engine optimisation services, enabling them to comprehend its essence and align it with users' search queries. When a website exhibits high-quality content, encompassing both textual and visual elements, search engines are inclined to assign it a higher ranking in their search results. As a result, the website experiences an upsurge in traffic. To highlight the significance of original and helpful content, Google often releases various updates. One such update is the introduction of "Google Helpful Content Update," which focuses on rewarding websites that provide valuable and informative content to users. This update comes as a response to the growing concern over the lack of quality content available online. Additionally, Google introduced Panda and Penguin algorithms to target websites with low-quality or duplicate content. Panda primarily focuses on assessing the overall quality of a website's content, while Penguin specifically addresses issues related to spammy and manipulative content. Websites that fail to prioritise originality and uniqueness in their content are at a higher risk of being affected by these algorithms and experiencing a decline in rankings.

What Does Original Content Look Like?

Creating original content doesn't mean reinventing the wheel; rather, it involves presenting information in a unique and valuable way. Here are some tips on how to make your content more original and acceptable according to Google's algorithms:

Conduct Thorough Research

Before embarking on the content creation process, it is essential to dedicate ample time and effort to conducting comprehensive research. By delving into accurate and up-to-date information from reliable sources, you equip yourself with a solid foundation of knowledge. Thorough research enables you to gain valuable insights, grasp the nuances of the subject matter, and identify unique perspectives that will set your content apart. By ensuring the accuracy and reliability of sources, you can establish credibility and provide readers with trustworthy and informative content.

Add Value To Existing Knowledge

While it may be tempting to replicate existing content, the true power lies in adding value to the existing pool of knowledge. Rather than simply regurgitating information, strive to offer additional insights, analysis, or practical tips that enrich the reader's understanding. This can involve providing a fresh perspective, presenting novel ideas, or exploring alternative viewpoints. By going beyond what is readily available, you demonstrate expertise, cultivate engagement, and establish your content as a valuable resource for your audience.

Use A Unique Voice

Developing a unique voice is a key aspect of creating original and compelling content. Your voice encompasses the distinctive tone, style, and personality that permeates your writing. It is what sets you apart from others in your field and creates a lasting impression on your readers. Infusing your content with your personality, expertise, and individuality can help create a connection with the audience. A unique voice not only makes your content more engaging and relatable, but also contributes to its memorability and distinguishes it from generic or impersonal content.

Incorporate Visual Elements

To enhance the appeal and originality of your content, consider incorporating visual elements. Images, videos, infographics, or interactive elements can bring any content to life, making it visually captivating and engaging for the audience. Visual elements can effectively complement your text, convey complex information in a more accessible manner, and provide rich user experience.

Avoid Plagiarism And Duplicate Content

Maintaining the integrity and credibility of your content is paramount for successful SEO efforts. Plagiarism not only undermines your own authenticity but also harms your reputation and the trust of your audience. It is essential to attribute and reference the sources properly, giving credit to the original creators of the information you incorporate. Additionally, refraining from duplicating content from other websites is crucial. Search engines prioritise unique and original content, and duplicate content can lead to penalties, resulting in a drop in rankings and reduced organic traffic.

Conclusion

Original content has become indispensable for achieving Search Engine Optimisation success in today’s digital landscape. With Google's emphasis on rewarding helpful and reliable content, it is crucial to prioritise originality in your content creation efforts. By providing valuable information, adding unique insights, and adhering to Google's guidelines, you can enhance your website's visibility, attract organic traffic, and establish credibility in the online realm. Remember, when it comes to content and SEO, originality is key in overcoming the challenges of ranking high on the Google SERPs.