Content Marketing Blog

Planning on duplicating content? Think again, says Google

Google's Penguin updates are known to instil fear in marketing execs across the globe as they scramble to update their online campaigns to suit its latest features.

And while trying to predict what will happen next is a little bit like playing a very difficult game of chess, it seems that the search engine is okay to let a few hints slip in the lead up to its latest rollout.

The main tip for web professionals is to keep unique content firmly on their marketing agenda – which means making sure that your site isn't full of duplicate material.

In an update on Google's official blog Matt Cutts wrote: "While we can’t divulge specific signals because we don’t want to give people a way to game our search results and worsen the experience for users, our advice for webmasters is to focus on creating high quality sites that create a good user experience and employ white hat SEO methods instead of engaging in aggressive webspam tactics."

The engineer also made it clear that trying to cheat the system would result in tougher penalties, with sites that violate the company's quality guidelines seeing their rankings drop.

So what does Google mean when they refer to unique content and how can your company stay above the fold?

Rule number one is fairly straightforward and easy to work around so long as you have a plan in place – don't "substantially" duplicate content.

This means making sure that the pages, subdomains and domains that are associated with your site are clean, fresh and unique.

If you repeat content too regularly it may seem like you are keyword stuffing or trying to promote different link schemes – practices that the search giant is trying to stamp out in a bid to improve the online experience of its users.

Posted by Aimee McBride