Text uniqueness: is it that important a parameter?

Today, when most businesses have gone online, when there is a huge amount of content on the Internet, it is very important to stand out against this background, to withstand tough competition. And the first tool that you should have at your disposal is unique content. This is what will improve the rating of your resource in search results, attract the attention of the audience, and increase your authority in your market niche. But creating such material is already a rather difficult task, since it seems that today everything has already been written about everything. Is it really so?

In today's review, we will focus on what we might even call a classic topic - unique content. We will explain why this parameter is so important and what it is. Perhaps you will be interested to know what closed content is. We will talk about the prospects that await sites where copy-plast will be published. We will tell you where you can get unique content, get acquainted with the features of rewriting and how to do this work as correctly as possible. We will highlight cases when the system does not take uniqueness into account. We will also discuss the topic of creating a unique text using neural networks. We will tell you what services can be used to check this parameter. Well, let's take things in order.

Why is so much attention paid to the uniqueness of content?

The uniqueness of content posted on online spaces is not only one of the mandatory requirements of search engines. It is also an indicator that is necessarily assessed by visitors to the resource, determining for themselves the reliability of the site, its expertise. But still, uniqueness is very important first of all for search engines. Material that has no analogues on the network has a better chance of attracting the attention of visitors, which will ultimately contribute to the promotion of a certain page to the top of search results. All this applies not only to text, but also to images that are on the site, video materials. This is what can increase the level of engagement and become the basis for effective promotion of your resource.

Moreover, most search engines index only unique pages. If it turns out that you have posted copy-paste on one of them, the system will simply bypass it. This means that it will not even appear in the search results, let alone occupy high positions. Moreover, there is a high probability of getting blocked if such a violation is systematic.

That is, non-unique content is what will lead to a loss in the competitive struggle for potential customers of visitors. All proceedings, attempts to remove sanctions will require a huge amount of time and effort. And at the same time, opportunities may be missed. Therefore, a more rational and effective solution would still be the initial use of unique materials. But here it is important to understand what exactly we are talking about. That is, it is necessary to understand what the uniqueness of content is.

Content uniqueness: what is it?

Already from the word itself it is clear that uniqueness is what makes the text different from other materials, from those that are presented today on the network in other sources. You can identify similar publications against the background of similar ones by the following criteria:

• Absence of duplicates. That is, the material that you post on your pages should not be copied from other resources. Today, there are enough tools that can identify such duplicates, regardless of the resources on which they are posted.
• Uniqueness of research, data. If possible, it is worth adding information to the texts that cannot be found on other sites. That which is obtained as a result of your own research, expert opinions.
• Creativity, originality. That is, unique content - it should be the author's work, containing his own opinion and conclusion on a particular topic. Unusual ideas, a point of view that diverges from other sources, a special writing style can be presented here.
• Target audience focus. First of all, you should understand that the material is not being prepared for search bots, but for real people. That is, you should tailor it to the needs and current requests that your potential reader or client has. This is the only way to obtain materials that are useful and valuable. Content that is adapted to the needs of visitors will be considered unique by the system even if there are already similar materials on the network.

That is, unique content is what can distinguish you from competitors and ensure effective website promotion in search results. But what happens if you forget about uniqueness?

Non-unique content on the site: what are the consequences?

The first thing you should be wary of when posting non-unique material on your pages is a decrease in loyalty on the part of the user audience. If they see copies of content from other sites on your pages, they will simply stop visiting them. This is especially true for a blog, which is used in modern promotion of goods and services as an important tool in organizing an effective sales funnel. That is, in the end, you can lose both customers and income.

Placing non-unique content will also negatively affect the site itself. A decrease in traffic will automatically be reflected in a deterioration in its position in search results. We have already said above that search bots simply do not index non-unique pages. That is, they disappear from the search results altogether. And again, a decrease in these indicators is a deterioration in search traffic, along with a decrease in sales and income.

First of all, all this applies specifically to text content. Placing non-unique images for a search engine is not such a serious violation. That is, your site's position will not decrease because of this. But you should still understand that unique images are your chance to improve the ranking of materials and increase loyalty from the audience. Therefore, it is optimal to make at least one main image unique for each publication, optimizing it for the main keyword.

It will be especially important to publish unique materials for young sites. Those that the search engine does not yet trust. That is, those who have not yet managed to win loyalty. But it is also clearly not worth emphasizing uniqueness instead of usefulness. It is important to find some balance between these indicators.

But is it possible to ensure high uniqueness values for each material posted online? Unfortunately, no. First of all, this applies to materials of a narrow specialization, such as medical, legal texts, those that contain technical terminology. Even if such material has a uniqueness of 60%, they have every chance of being at the top of search results.

Moreover, you can see pages of sites with copy-paste in the TOP for other reasons. Alternatively, such a phenomenon is possible in the case when the resource was promoted to the top not by stolen content, but by cheating behavioral factors, external links. But we would like to draw your attention to the fact that the result in this case will be short-lived. With such behavior, you will not be able to maintain your position. Also, in the TOP there may be sites with low uniqueness if the article was prepared and published a long time ago. That is, the page got to the TOP quite deservedly, but its uniqueness has already decreased subsequently after not very conscientious individuals began to take material from it and post it on their own pages.

In addition, we must not forget that publishing articles on the site is what characterizes you as an expert in your field, indicates your respectability, authority. This is what inspires confidence in people, contributes to the fact that they will contact you directly with their orders for goods or services. Is it worth risking all this by publishing other people's materials on your pages? Probably not.

So how do you get unique content?

Ways to get unique content

You can get unique content, such that will attract the attention of both the user audience and will be positively assessed by search bots, in different ways. Here are just the most common solutions:

1. Presentation of the results of your own research, analytics, analysis. In this case, we are talking about the fact that you conducted some research, a survey, analyzed the results and wrote the material based on the information received. This is something that cannot be found in third-party sources. In this case, you can supplement the text with diagrams, statistics, and other materials taken from outside the network.
2. Interviews from people who can be called experts in a certain niche. If you arrange an exclusive meeting with an opinion leader in your field, and then post these materials on your pages, this will also be unique content. Moreover, it will be useful and valuable for users. This will be the material that they can 100% trust.
3. Using interactive elements. Various video tutorials, surveys, quizzes, and other activities that you add to the basic content are guaranteed to increase its uniqueness and make it more engaging and educational for the audience.
4. Using creative approaches when revealing a topic. This is relevant for topics that are constantly on everyone's lips and are actively discussed online. If you have your own opinion here, if you can present it in the most interesting way with arguments, then you are guaranteed to get unique content.
5. Description of your own experience and history. This is also your own opinion, part of what really happened to you. These can be your successes and failures, life path, user experience, knowledge in a particular niche, gained through practice, career advancement or achievement of any other goals. By describing yourself, you make the content individual, one that will not be found on other resources.
6. Using extraordinary artistic approaches. You can add exclusive illustrations, graphic materials, your own photos and other pictures to the materials, which you will not find in stocks, or on the Internet as a whole.
7. Translation of text from a foreign language and its adaptation to the target audience. If you have found suitable material for yourself on foreign resources, then it is quite possible to translate it and adjust it to the specifics and interests of your own clients, visitors, obtaining unique content.
8. Preparing material based on information from reports, podcasts, video conferences. It turns out that you are converting video material into text. If no one else does this, then your content will be unique.

Yes, all these techniques are quite actively used today in the preparation of unique materials for publications on the Internet. Very often, combinations of different techniques are used, which allows you to get high-quality text content on a particular topic. But still, most of the content that appears on the Internet today is prepared by rewriting. In this case, we are talking about rewriting ready-made material in your own words. This solution will also allow you to get unique texts for both regular users and search engines.

Now let's take a closer look at what rewriting is and how to get a decent result this way.

Getting unique content with rewriting

Rewriting, or as it will be more correctly rewriting, is working with text, which involves its complex processing, but with the preservation of the original meaning. That is, we take the material that already exists on the network and completely rewrite it in our own words so as to ensure its uniqueness.

But rewriting is not a thoughtless rearrangement of words or the use of synonyms. This is a fairly creative and complex work, which is based on a number of mandatory rules. In particular, it is important to preserve the very idea set out in the original, not to confuse the facts, not to change them, to preserve the logic. It is also necessary to give the material its own style. As a result, the material is obtained, although it has something in common with another text, but it will be a full-fledged new article that will not cause complaints from search engines and users.

To better understand what rewriting is and what it should be like, it is better to show with an example. As a source, we took one of the most common sayings of the American science fiction writer Ray Bradbury.

Original text: “Open your eyes wider, live as greedily as if you will die in ten seconds. Try to see the world. It is more beautiful than any dream created in a factory and paid for with money. Do not ask for guarantees, do not seek peace - there is no such beast in the world." Ray Bradbury

Incorrect rewrite: Writer Ray Bradbury said that you need to open your eyes wide in life to see the world as if you were going to die in 10 seconds. What is around us is not only things from factories bought with money. He also wrote that you do not need to seek peace and wait for guarantees, because this beast does not live on the planet.

Correct rewrite: The famous American science fiction writer Ray Bradbury wrote that you need to live to the fullest, enjoy every second, use all opportunities to the maximum. He encourages us to see the world in all its beauty and diversity. What is created by nature is more beautiful than the things we surround ourselves with bought with money. You should not stop, look for peace and ask for guarantees. The author says that this is all nothing more than a myth.

So how to avoid common mistakes when rewriting and get high-quality material at the end that you can safely publish on your online platforms?

How to do a high-quality rewrite: practical tips and recommendations

The quality of the rewrite directly depends on how detailed, informative and relevant the source material is that you select for subsequent processing. Here are a few simple recommendations that will help you get good material at the end:

• Before choosing the appropriate source for yourself, study other materials. You must delve into the essence of the topic, understand which points are relevant to it, which are not. In any case, you should get expert-class material at the end. One in which people would not doubt that they would read it.
• If you have already formed the structure of the text for yourself, but some block is missing in the source material, look for the relevant information on other sites. By and large, you will be able to combine several source materials in one article. The main thing is that there are no repetitions and contradictions.
• Understand the terminology. It is necessary to understand from the outset that your material will most likely be read by people who are well versed in the relevant subject. Alternatively, if you are writing about aluminum panels, then we are talking about composite materials, not composite ones. Such a stupid mistake will show your incompetence and will reduce all your work to "nothing": the material will not be read and no one will believe what is stated in it.
• Be creative in your writing. The rewrite itself is a kind of summary that we used to write at school. That is, there is the original material and we need to rewrite it in our own words, preserving the sequence of actions, the semantic load. To achieve the desired uniqueness, you can use synonyms, change the structure of sentences, as an option, break long ones into shorter ones, and short ones and vice versa, combine them. You can even change the semantic blocks. But the main thing is that all the material retains its logic and sequence of presentation.
• Dedicate separate time to writing the introduction and summing up. These are two pieces of text that you can make completely original. Write down your own thoughts here, lead readers to the main material at the beginning of the article and make a brief summary of everything that was discussed in the material. This alone will help to increase the uniqueness of the text and make it different from the original.
• Before publishing the material, read it carefully again. Look at the material from the point of view of ensuring uniqueness, that is, excluding too similar sentences, or even blocks, and also in order to check their sequence of presentation, preserving the meaning.

If you take these recommendations into account, you will be able to make a rewrite that will be unique and easy to read.

Cases when the uniqueness of the text is not determined

We have already talked about the fact that the system checks the uniqueness of texts before publishing them and may not index similar pages, or even impose sanctions if violations are detected again. However, there are still a number of materials where the uniqueness of the content is not checked. If you publish something like this on your site, the system will not perceive this as a violation and, accordingly, will not take any restrictive measures against you. In particular, we are talking about:

• Quoting with a link to sources. That is, in the case when you refer to authoritative sources or cite phrases of famous people without changing them, then in this case the entire material will retain its uniqueness. The main thing in this case is to do everything correctly and follow the citation rules, format all links correctly.
• Presentation of personal opinion and personal analysis. Even if such material contains facts that are already online, they will not be counted as non-unique. But here it is very important not just to indicate this information, but to include it in your own developments.
• Creating content for closed communities. We are talking about corporate sites and any other sites where access to materials will be closed to the general public. The fact is that people almost never go to such sites through search engines. And this means that the influence of search engine rules on them will practically not extend.
• Using reference and archival information. This is relevant if you want to provide users with publicly available information found in reference books in the context of the presentation of your own material, as an option to confirm its relevance and expertise.
• Product cards. Here, creating unique content, especially in the context of describing similar products, will be very, very difficult. This is especially true for positions that differ from each other in color and size. Search engine algorithms understand these nuances, so they impose minimal requirements for such content in terms of uniqueness.

All these points are rather an exception to the rule than the norm. And this means that you should clearly not abuse this if you want to create truly useful, informative material that will attract users, increase conversion to the site.

Recall that not only textual but also graphic content will help to increase the final uniqueness on the page. These can be images, photographs, videos. So, in order for your product card to be highly unique, don't be lazy and take your own product photos. Alternatively, if you sell umbrellas, take a separate photo for each product card, where the color would be clearly visible. You can also change the angle and background.

Is it worth resorting to neural networks for unique content?

A similar question interests many specialists, from Internet marketers to copywriters who create unique texts. The fact that artificial intelligence is developing at an accelerated pace today and affects more and more areas of human activity is a fact that does not require confirmation. Today, there are already many neural networks that specialize directly in rewriting the original material. Yes, in the end, they allow you to get a text with fairly good uniqueness indicators. But will this be good for your site?

The thing is that rewriting by a neural network is a banal selection of synonyms, rearrangement of phrases, and sometimes even paragraphs, semantic blocks. As a result, you may get a completely unreadable text, in which some thoughts will jump to others. This means that such material will clearly not be useful. In addition, search engines have an ambiguous attitude towards content created by neural networks. Alternatively, the same Google considers AI content to be spam and automatically lowers the position in organic search results of sites that contain texts from neural networks.

So it is still impossible to say for sure that artificial intelligence will become your reliable assistant in obtaining unique content. But the fact that the system will fight against this, making increasingly stringent demands on finished materials is already a fact. This is despite the fact that in the end the uniqueness of the material seems high. By and large, the material generated by artificial intelligence can be used as a basis, that is, subjected to complex processing.

How to understand that the written text is unique?

So, you have prepared the material for publication. Before posting it on the site, it is important to check its uniqueness. This can be done using specialized services. There are quite a few of them on the Internet today, but we will highlight 5 that deserve the most attention:

1. Advego Plagiatus.
2. Text.ru.
3. Etxt.
4. ContentWatch.
5. Copyscape.

These are the services that almost all copywriters use in practice today to ensure the uniqueness of the created material. Some of them have a number of restrictions on the number of characters checked for free use. This means that for maximum convenience, you will need to purchase a suitable package for yourself. By the way, the standard is 90-95% text uniqueness. But there are exceptions for texts of a narrow specialization, with specific terminology. Here, uniqueness at the level of 55-60% is allowed.

Is it possible to protect your content?

The fact that you have posted unique material on the site, on which you have worked long and fruitfully, such that it has received approval from search engines, users and even ended up at the top of search results - this is not a guarantee that it will retain its originality over a long period of time. As a rule, such publications attract the attention of third-party rewriters and even owners of sites similar to yours. The fact that they will take it as a basis and qualitatively process it for placement on another site - this is not a problem. It is much worse if your material is simply stolen and posted on their own resource. There will be no benefit for them from such actions, but for some reason this practice is often used. And this is fraught with the fact that your positions in search results can go down.

What to do in this situation and protect your material? Here everything is quite complicated and problematic. To perform these works webmasters are involved, as well as specialists who will be engaged in the maintenance of the resource. And here the main task is to increase the level of trust in your materials so much that the system will not punish you for reducing the uniqueness of the posted articles. Backlinks also play a significant role here, helping to perceive such content more trustingly. You can also ensure the protection of your material by setting up scripts that will block copying of text and even its selection on the page, using the right mouse button and other actions.

In any case, the implementation of this idea should be approached as comprehensively as possible and often involve the relevant specialists.

Let's summarize

Working with content is a rather complex task, which requires taking into account a huge number of nuances, skills and professional knowledge. In addition, a good option would be to write material based on your own experience, research, and knowledge. This means that the work should be entrusted to people who are well versed in a particular topic, are ready to spend time studying the material, correcting it and adjusting it. It is also important to work with different sources, including foreign sites. And relying on neural networks in this matter, at least at the stage of development where they are today, is clearly impossible.

It is also important to adopt specialized tools and services that will allow you to check uniqueness without any restrictions. We would like to draw your attention to the fact that such services are currently not available to everyone due to regional restrictions, i.e. blocking by GEO.

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