Video Details

In this week’s Whiteboard Friday, Rand looks at unique content – what it is, and how to continually create it.

The engines want “Unique” results

Having unique results helps the search engines users. Providing greater diversity of the content of information means searchers won’t be overwhelmed with hundreds of the same results.

User experience, value, citation-worthiness

Your visitors will appreciate unique and interesting content. The engines also want to find the original publisher of the material, so as to avoid a situation where the rich get richer and the poor poorer. For example, if CNN posts a great article you wrote, they will probably get more views to their version than you. This is what the engines want to avoid.


  • Editorial – this includes writing blogs, making videos and creating articles, when humans write the content.

  • Machine-built – for example, what you would find on expedia. Basically, a collection of data sources. It can be cheaper than creating editorial content.

  • User Generated Content – this is tough, as you need to build a community for free. However, it can be very powerful if scaled correctly.

You need to figure out which strategy will work best for your business.