The content you provide is one of the most important aspects of your website and its rankings in search engine results.  There are a number of types of content you can provide, including text, videos, and images.  However, the quality of your content will determine the effect on your rankings in search results.  Very simply, providing unique and relevant content to your website visitors is one of the most important aspects of SEO.

What Quality Content Can Do for You

Providing quality content definitely has benefits for your website.  SEO and content quality are forever intertwined.  Content is a necessary part of SEO.  Websites that provide quality content consistently rank higher in search engine results.  The links that are earned with quality content also helps with SEO because those links show you’re an authority on the subject or field and show your website visitors that you can be trusted.

Unique, relevant content is a great way to show your expertise and knowledge about your business.  The more website visitors can trust you; the more likely they are to want to do business with you.  More business means more revenue for your business.

Components of Quality, Unique Content

There are four aspects to quality, unique content that appeal to website visitors and improve your search rankings.  The first is that the content must be meaningful and comprehensive.  This means your content is relevant to both your business and the readers, and it can include related topics.  The second component is long form content.  Longer content tends to be shared more on social media than shorter articles. 

The third aspect is media-enriched content.  This is content that includes photos, podcasts, and videos, rather than just text.  Many internet users prefer photos and videos, or listening to information, rather than reading written text.  And the fourth component is making your content easy to read.  It should be in a style the flows smoothly should be free from errors.

Ideas for Content

It may seem like every possible topic has already been covered by other writers, but you can also create new, unique content.  Original content can include brand new topics, opinions on particular topics, or even reviews of older information.  You can share personal stories and original pictures.  You can even take content that has already been published, and put a new twist on it, perhaps by focusing on a different aspect of an article and updating information with new statistics and evidence. 

Doing some keyword research can also generate new topics to write about.  As you do research on keywords, you can come up with longtail keywords, which may in themselves be topics of interest.  Make sure that your content is relevant to your target audience, and it helps if the content is related to something that’s currently newsworthy.  The more related a topic is to something currently in the news, the more that people will read about it.

What Not to Do

There are a few different practices that you should absolutely not use.  Do not, under any circumstances, plagiarize.  Not only is it unethical to pass off someone else’s writing as your own, but it can also result in steep penalties for your website with search engines.  There’s no amount of quality content that can counteract the damage done to your website’s rankings and credibility by plagiarism.  Your website visitors should be able to trust you.  If they can’t, your business will suffer.

Duplicate content will also cause problems for your website.  Duplicate content gets filtered out by search engines, and if you have the same content posted in multiple locations, this will effectively split your rankings in search results.  On the other hand, if you only have one location of specific content, that will be the page that draws all the visitors, rather than attracting your visitors to multiple locations.

Update Content Regularly

You can’t just publish an article or a photo once a month and be done with it.  Website visitors are attracted to regularly updated web pages, not stagnant ones that never have any changes or updated information.  You should expect to publish new content at least once a week, if not 2-3 times each week.  The more frequently you update your content, the more often your website will be indexed by search engines, and this will be reflected in your rankings in search results.

Unique content that is high in quality is imperative for the success of your website.  SEO involves a continuous loop of website visitors finding content they enjoy on your website, so they continue to visit your website, your website builds credibility, which attracts more people to it.  Use your expertise and knowledge to demonstrate to your website visitors that they should do business with you.  Unique content is a huge part of that because people want to see information that is both new and interesting, not the same stuff they’ve seen in other places.

About the Author:

 Sam Cyrus is CEO and co-founder of, an innovative online marketing agency based in Sydney which is focused on Digital Marketing. Sam is also a creative writer and his interests are entrepreneurship, business, online marketing, SEO and social media. He currently advises companies about Web Design in Sydney.