The Internet Has Spoken: Google Loves Custom Content

by Jason Skinner, Chief Marketing Officer - 01/26/16


Google's search algorithm loves custom content. In fact, with each update, it consistently ranks original material higher than canned or syndicated content. But don't just take our word for it.

Let's see what the search engines themselves—along with marketing's best and brightest minds—think about the importance of custom content in driving consumer engagement.

Custom Content Is Key

First, let's go straight to the source and see what Google has to say about using "little or no original content" on your website. (Hint: It's not good.)

Need a second opionion? Here's what Bing has to say about "How to Build Quality Content" on its blog (cleverly titled Bing Blog):

“Don’t use articles or content that appear in other places. Produce your own unique content.”

Beyond the search engines themselves, these other market leaders also agree about the value of custom content for driving organic search traffic that translates into qualified leads for your marketing.

The Nine Ingredients That Make Great Content (from Kissmetrics)

“Original content goes a long way with Google and your visitors. Copying other people’s content will result in a punishment from Google, which can crush your bottom line.”

What Is Duplicate Content? (from Moz)

“When there are multiple pieces of identical content on the Internet, it is difficult for search engines to decide which version is more relevant to a given search query. To provide the best search experience, search engines will rarely show multiple duplicate pieces of content and thus, are forced to choose which version is most likely to be the original—or best.”

How Google Judges Quality and What You Should Do About It (from Content Marketing Institute)

“Here's the list of things to avoid...Creating pages with little or no original content.”

Five Reasons to Add Custom Content to Your Marketing (from MarketingProfs)

“Some 90% of consumers find custom content useful. Which brings us to a conclusion that the majority of Internet searches are problem-solving—with millions of confused people scouring the Web for answers to their problems. Your custom content should solve those problems.”

Need More Proof? 

Find out how custom content powered by True North helped a health system in the Southwest increase website traffic and engagement.

Read the Case Study


Topics: Content Strategy, Search Engine Optimization

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