The importance of original content to SEO

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We all know that in order to rank higher in the search results page, the content must be unique, but how "unique" Can we decide? From the content creation point of view, we must know what the duplicate content means, and understand the impact it can have on SEO.

Let's talk about how to make content unique in the eyes of web crawlers, and the dangers of repeating content to websites.

The uniqueness of the content, whether from the perspective of SEO or content marketing, this is very important. For SEO purposes, search engines like to filter out what they think is repetitive and exactly the same thing. They never wanted to show you that a set of results was exactly the same, or that in essence the same three paragraphs repeated using the same photos were embedded in the article. This may be because the content has been recognized by all parties. In this regard, news providers have done a lot. It may be that someone has plagiarized and stolen a piece; it may just be because some people have submitted the same article in different parts of the network to make the article accepted. In any case, search engines try to filter out this type of behavior. They don't want to see this because they know that the user will be satisfied with it, ' if I don't like the results on this site, chances are I won't like the third one that's shown on other sites '. So they try to filter these things.

From an SEO point of view, for content creators, understand ' what does this mean? What does this repetition mean? And how am I going to be unique? ' is very important. ”

The first thing I want to say is that when we discuss the uniqueness of the content, when we talk about how the search engine looks at it, we are only interested in mentioning a unique material on a Web page. This does not include navigation, advertisements, footers, sidebar, etc.

I have a page model here where you will exclude everything: logos, navigation, sidebar. Maybe the guy put some ads in the sidebar. Maybe they've got a little piece on themselves and got a big piece of text on the right-hand side. "I have only a few lines of text and a picture on this page, and maybe a few more points," they said. Is this unique to other pages that look all the same except for some of the different content? Are you worried, "Oh no! My content is too little relative to the page." I'm not too worried about that, as long as you're doing the right thing. We will discuss some of them. 2nd, uniqueness is applicable to both internal and external resources. Copying any one would be troublesome. It may be that there are other pages on your site, or there are pages in other parts of the site, and you take those from elsewhere and put them on your site. In either case, this would be a problem. Internal repetition, if it is small enough and only occurs here and there, the search engine will try to ignore it. It's like: "Oh, there are four different versions of this page because they already have a print version and a mobile version." Well, we try to standardize and point it out. ”

In these cases, it is wise to use something similar to rel=canonical. 301 is appropriate if you are consolidating the page after moving or reorganizing the big site. However, you should also know that this may occur from an external environment.

However, when I say, I don't want to say anything, I know a lot of people are confused in the SEO world, that doesn't mean you can't take a paragraph from Wikipedia and put it in a longer article than you are writing, or cite a blog, including a few phrases they say, or from New York magazine, The Wall Street Journal, Connect and get a little bit of whatever you want. "Hey, I want to take this as a title, I want to take a little clip from it and I want to put a video that already exists on YouTube." This is not repetitive, as long as you add a unique value to it.

3rd, uniqueness. Some people get lost in SEO rules and search engine rules in detail, they think "well, this content doesn't exist anywhere else on the web." Then I just took someone else's, and I changed everything. " You have a unique content that is technically available, but you do not offer unique value. Unique value is a very special thing. What does it mean when I say "unique value"? What does the search engine want you to do? The algorithm being built is also valuable when no other resources or sites are available for the site. This may mean that you have to study the intentions of the visitor, the searcher, or the client, and then you say, "Hey, I want to achieve what these people want."

If someone searches for hotels in Cape Town, South Africa, and even they may be looking for a range of hotels, they may have other intentions as well. They may be interested in something related to this trip. They may want to know about the weather, the situation of these hotel communities. Therefore, the unique value is not simply to say "Hey, I'm going to copy something from Expedia's website and then specifically rewrite the contents of the hotel," which doesn't help you. But if you want to oyster hotels, send a reporter to a place with a camera, which is essentially a journalist, at a local location, they take a lot of unique photos, they write about the weather, the area and the cleanliness of the hotel, and they investigate these things, Provide true and unique value while providing unique content. When search engines are unique and repetitive, what they need is the uniqueness you want to pursue.

Four, in the SEO field of people's brain there is an imagination, and lasted a long time, this must be some mysterious percentage. If here, "there are 100% copies and 0% copies, 100% original, and 50/50 marks, this must be unreal, magical, if I only like the 41% here, this is a data." So I'm going to create a huge website where all of my pages have to click on this 47% tag ", it's a big mistake, it's totally wrong, and there's no such thing."

The algorithm you might imagine is much more complicated than the exact percentage of a repetition, even when it's just for research. A specific percentage does not exist, and they rely on the input of a large array. I'll give you some examples.

For example, you can see an article posted on many different news sites, and when it moves to Google News and Google's index, it sometimes repeats itself, often closely linked. There's a lot of commentary, there's already a lot of sharing in the community, and Google has seen the behavior of users using data or the previous behavior on those sites shows that each site offers some unique value, even if their content is exactly the same. Like Bloomberg Businessweek, it keeps publishing the same articles. People in the industry can publish articles from anywhere. The Huffington Post extracts the article from the author's submission and publishes it to different places. People can be posted on a website, and they can also be posted privately on their own blogs. Sometimes Google will list them, sometimes not. This is not about percentages, but about the unique value it provides, a very complex algorithm that takes into account many features.

If you are in a space that competes with others to publish the same content, think about the unique value and the user's usage data in the competition, as well as the brand, social shares, links, all of which have to be considered. "Are we going to rank your site, or other sites or individual mandates with your content?" Domain authority can play a big role here.

The last thing to say is that repetition and low value content. Because, starting with Google's panda update in 2011, pandas mean that low-quality, repetitive content exists in one part of our site and will actually damage the entire site. If you want, I would be very cautious, "let's post a piece on our website, but these 5,000 articles are from other places that we are authorized, or we copy from other blogs." We may not get too much SEO value, but we will get a little extra search engine traffic. In fact, this may hurt you, because, when the panda algorithm is running, it will see, "Boy, this site looks like a copy of something" and they may affect your ranking elsewhere.

For this, Google has been very clear, and repeatedly stated that a low quality content in a place will hurt your entire site. Be very careful about this. If you're nervous about it, you can stretch it through robot.txt to keep the engine from crawling. You can back it up to the category page with Rel=canonical. It may not even be included in the search engine. Use the prohibit non-indexed element, or you can prevent crawling of these pages through Google Webmaster tools. These are the main points. The article synchronously publishes in Hangzhou SEO (www.seosky.com) and A5, reprint please indicate the source.