March 5


What is unique content when it comes to SEO

By Jason Khoo

March 5, 2021


Hi guys, and welcome to another edition of Zupo's SEO Talk & Tea. 

Today's conversation is what is unique content when it comes to SEO. I realized I've never actually filmed a video about this, and it's something that is actually quite important to the foundation of SEO campaigns. So, I thought to film one today. But before we begin, I wanted to introduce the tea and start brewing, because this is Zupo's SEO Talk & Tea. We have a Pu'Er tea that was gifted to me, and this is one of those Pu'Er teas that comes from a cake. So, if you ever had tea cake, it's pretty much just tea leaves, pretty much pressed down into a circle shape. And then if you want to get tea leaves, kind of break it off and everything. So, got that brewing, should only take about 10 seconds for that to brew. I'm going to go ahead and rinse this, had a different tea earlier.

But let's go ahead and chat about what is unique content. So, everyone I think in marketing knows what duplicate content is. Duplicate content is pretty obvious, it hearkens from your days in college and high school. Duplicate content means you've copied the content from somewhere else, it's duplicated, very easy. Unique content, however, the definition of unique content is pretty much new, or unique. You know what I mean? There's no copies of it on the web. So, unique content just means that if you're going to write something and publish it, that Google cannot find anywhere else on the web, that that content exists. Right. And when I say content, I mean the words and the sentences. And I know it sounds stupid that I'm defining it, but you would be surprised on how many calls I get asked, what really is unique content?

Well, if I copy this and I just change a word here, or two, is it still duplicate or is it unique? My saying is, the content needs to be generally like 60 to 70% changed up. If you copy and paste someone else's content and you change one word, every sentence, you're probably not going to be unique. And honestly, from our high school days, you can copy and paste content or colleges into one of those plagiarism checkers, and then you know, right, if it's at a 80% level, or even 70 to 60% level, you might be in trouble, with it being copied. So, what I would like to say is don't even mess with trying to copy content. The closest that I tell clients that what you can do, is you can go and find content, copy it onto your own outlines, or if I use it as inspiration and then have it help develop your own outlines and then writing it, right? As unique content needs to truly ... Google can read these things, they can read when something is about 60% the same, or 70% the same.

So, unique content again, is when the content through your own eyes and the robots can clearly see that there is a mass differential between this piece and the other piece that exist. If they find that a lot of it is similar, they can penalize you. So again, unique content is unique to that site and can be nowhere found on a website. So in terms of executing unique content, write unique content, or at least use other pieces of content as outlines, and then have someone write it from scratch. Do not copy and try to change words here and there. I think it's a recipe for disaster. And also it just seems like not the best use of your time, right?

And again, if you are not familiar with duplicate content and unique content, the reason why unique content is so important is because if Google finds that your site has a lot of duplicate content, they can penalize you and remove you from the first page. And at the worst, they can actually penalize you to the point where you won't even appear on Google search results. So, that's something that's really important to know. I'd encourage you if you're doing unique content, there are ways to expedite the process. Like I said earlier, outlining, and then having someone writing it from scratch, but again, try to avoid copying and pasting and then just changing keywords here and there, because I find that it's not a good practice. All right. So hopefully, that video guys, help clarifies unique content and the way that it should be produced. If you guys found the video valuable, please like and subscribe. And hope to see you guys again soon.

Thanks, everybody.

Jason Khoo

About the author

Jason is founder and CEO of Zupo, which is an Orange County based SEO consulting agency helping construct powerful long term SEO strategies for our clients. Jason also enjoys multiple cups of tea a day, hiding away on weekends catching up on reading and rewatching The Simpsons for the 20th time.

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