Put yourself in your customer\u2019s shoes: when you\u2019re shopping for something specific, you want to find it quickly and easily.<\/p>\n
Too often, customers are left frustrated when searching.<\/p>\n Take the example of a search for \u201cboho chic earrings\u201d. Browsing a website\u2019s categories leads to an accessories page filled with dozens of unrelated products. <\/p>\n What should be a fast, simple search is now an abandoned one.<\/p>\n A retailer could turn that whole scenario around by creating a \u201cboho chic\u201d landing page with descriptive content, images, and other elements. <\/p>\n Customers get to explore the boho chic style and in their mind that website becomes their go-to place for information on it.<\/p>\n This page can be made informative, interesting, fun and personal. It can even allow users to build or customize their own product. Many online retailers have already jumped into that space, like spectacle shop, Polette<\/a>. <\/p>\n Belroy\u2019s \u201cSlim your Wallet\u201d<\/a> page is a great example of such an attention-grabbing, customer focussed page.<\/p>\n The next time the customer wants to purchase something in that genre, the site with that great experience will be top of mind. They may even share their find on social media.<\/p>\n <\/p>\n AI algorithms can quickly analyze data about customers, turning masses of Big Data into rich customer insights that can be used to meet their needs. <\/p>\n When these insights are incorporated into decision-making<\/a> the sky\u2019s the limit. Information on customer preferences, browsing behaviour and more can be used to meet (even predict) their needs. <\/p>\n Companies can make product suggestions and target marketing efforts much more effectively. <\/p>\n Even the way companies talk to consumers is changing. Advances in Natural Language Generation (NLG) mean AI is even increasing its capacity to churn out original content<\/a>. <\/p>\n Aside from supporting data-driven decisions, technology can eventually create content that not only fits the context, it even starts to sound human.<\/strong><\/p>\n <\/p>\n Search engines also care about unique content. They want to make sure that as customers make queries, the search results they are shown are (at a minimum):<\/p>\n Search engines like unique content because it helps differentiate sites with similar content from one another.<\/p>\n This allows search engines to demonstrate their value by offering diverse, high-quality results almost instantly.<\/p>\n The opposite of unique content is duplicate content where searchers get a lot of the same information from different sites. The general belief is that duplicate content is penalized on search engines. The debate on whether that\u2019s true continues<\/a>.<\/p>\n One thing is certain. Search engines definitely want to avoid having people sift through lots of different websites to find what they want.<\/p>\n With that in mind, unique content is essential to stay on the right side of that issue.<\/p>\n Now that we\u2019ve established why unique content matters to customers and search engines, let\u2019s discuss tips on how to make sure your content is as unique as possible.<\/p>\n Selecting the right topic is a crucial first step. Take a look at your website\u2019s existing headers and titles (get a list of them if you can). Compare them to the topics you are considering. <\/p>\n Next, look at the body of the content (what\u2019s written on each page). Is there much overlap? You can use this information to avoid rehashing the same content. <\/p>\n In cases where there is a lot of content overlap, you could even consider removing duplicate text\/pages.<\/p>\n Think about your top 5-10 competitors. What results do search engines show for them? <\/p>\n Compare that to your high-level topics to determine how you can differentiate.<\/p>\n See how they are writing; how long are articles, how in-depth? There could be some useful guidance for the approach you take. <\/p>\n You may even find there is similar content. If so, you can avoid certain topics, or choose to write about them from a completely different angle.<\/p>\n If you want to engage people, your website content has to get a lot more fancy than product descriptions. This is not just about providing information.<\/p>\n Going back to the boho chic example, your website could suggest other products from your inventory that match that style. <\/p>\n This captures a shopper\u2019s imagination, whilst creating an opportunity to upsell.<\/p>\n There\u2019s also more to content than words, and that\u2019s an area that\u2019s growing rapidly. <\/p>\n Unique videos, images, and customer reviews also help you to stand out from competitors, both for users and search engines.<\/p>\n Once you\u2019ve ensured the content on your site is unique, continue to make sure that the product mix, particularly above the fold, remains different between new and existing pages on your site. <\/p>\n Here are a few tips on what to do if your new and existing pages look similar:<\/p>\n Consider implementing rel canonicals<\/a> in order to collapse similar pages so search engines don\u2019t perceive them to be the same.<\/p>\n<\/li>\n For pages with pagination, include rel next and rel previous<\/a> to indicate to search engines that these pages are tied to one another.<\/p>\n<\/li>\n![\"\"](\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2024\/05\/enriched-customer-experiences.jpg\")
Source: Hubsout<\/a><\/p>\n\n
Unique Content Supports SEO<\/h3>\n
\n
![\"duplicate](\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2024\/05\/duplicate-content-penalty.png\")
<\/p>\n\nHow to Create Unique Content for Your Website<\/h3>\n
\n
\n
\n
\n
\n