Whilst it can be tempting (and less time-consuming) to share pre-existing content on your business’ website, original content is key to establishing a successful SEO strategy.


Original content can assist with your SEO strategy in more ways than one. Whilst additional content may help you rank for those all-important keywords, it’s also essential in building your website’s domain authority. If you create high quality, unique and relevant content, chances are other companies may link to that content in their own blogs. The more people engage with your blog, the higher its perceived authority on search engines. This higher authority could in turn give your website higher rankings for targeted keywords.



Why is original content so important?

Avoids duplicate copy - It may seem like the easier strategy, but re-sharing existing content on your own website could actually do your SEO strategy more harm than good. If Google detects large amounts of duplicate content when crawling your website’s pages, it can affect your website’s authority and hinder your site’s performance on Google Search and other search engines.

Keeps clients engaged - A high quality website with optimised homepage copy may attract customers to your site at first, but how do you keep them coming back after that initial visit? The answer is, with original content. Posting creative, useful and interesting content is a great way to keep existing clients interacting with your website whilst also driving new traffic to your site.

Establishes authority  - When customers consider investing in a product or service, they want to know the service providers know what they’re talking about. By creating and posting original content, you are demonstrating to your clients that you are an expert in your field. This will help when it comes to building credibility for both yourself and and your business.