Residual Victory Blog

Unique Content is a powerful tool for establishing your website within the dominions of search engine rankings.  Unique content turns your website from being one in a million to being the one and only.  Instead of a customer clicking through millions of sites just to find you, you are brought to them.  That’s the power of unique content.  Unique content is value over rankings. Your unique content is created by knowing your customer, your niche, your products and services, and presenting a carefully crafted presentation worthy of a split second click.  That split second click has the potential to bring with it a lifelong dedicated customer. 

Spend the time and effort analyzing your business against the competition.  What makes you unique?  Who is your target market?  What are they looking for?  Do you have it?  Let’s say you sell wine.  Many stores sell wine.  If you type wine into Google you will not only first get a link to wine.com (not a surprise), but you will get Wine magazines, software programs named Wine, guides to wineries and articles on wine.  One person searching for wine may be looking for the history of wine or an antique wine bottle, not buying a bottle of wine.  Another person has a dinner for eight to prepare.  She knows what she wants.  She types in “good red wine” or  “Cabernet Sauvignon.”  If your strategy is based on unique content, and you have carefully constructed your phrases and pages to indicate your specialties and your competitors have not, you will be at that woman’s front door with several bottles of wine.  This gives you the opportunity to introduce other products and services you offer that might be of interest to her.  Then it is up to you to follow your customer fulfillment strategy to make sure the customer goes directly to your website the next time she needs wine instead of hitting up the search engines. 

The editor-in-chief of Wired magazine, Chris Anderson, developed a concept called the “Long Tail” theory that is applied to analyzing keywords for content.  This theory is comprised of the philosophy that Internet searches are advancing from mainstream searches to niche searches, and unique content will be paramount to website success.  Instead of seeing many hits for a few words at the top of keyword charts, the primary keywords will decrease in hits, and the “tail” of the keyword charts will grow with more “niche” related keywords.  Niche searches bring the right customer to the right business.

Whether this is true or not remains to be seen, but the trend has already started.  The School of Information Sciences and Technology at Penn State University in an article by Bernard J. Jansen and Amanda Spink entitled  “How are we searching the World Wide Web?  A Comparison of Nine Search Engine Transaction Logs” cites a study that showed “the researchers report that 38% of all queries contained only one term and that most queries are unique.”  That study was completed in 2003.  Unique content is going to have a weightier effect in the future on search engine rankings.  Spend the time analyzing your website for optimal ranking in search engines now.