How to rank well without unique content?

No Unique Content

While Dan and I were presenting in Poland, we received lots of questions during the Q&A as well as while mingling around. The most difficult and to me the most interesting question was: how to rank well if I have no unique content?

The obvious answer would be create valuable unique content that your users will love and share. What if that’s not possible?

The question came from a person running a price comparison website. This is a common case out there actually. Any type of comparison / search website has a problem with uniqueness of its content.

Not only that they have the same content as their competitors (other comparison websites) but also as the original content owner and other online stores out there selling those products. Also note that when we say content, we don’t mean just text, as that is the first thing people think about when they hear content in the SEO sense. They also have the same images. Since they don’t physically have the item, they can’t even be unique in the way they present it, by taking better images of it and showing it from different angles or in better resolution.

The other cases where content uniqueness problem happens is travel agencies, booking agencies and similar. They all aggregate content from the original source.

So how do you rank well without unique content?

Provide good user experience. Better than competitors. If users choose your website over and over again in SERP rather than your competitors because they like the user experience you offer, eventually you will go up in rankings naturally.

Concentrate on giving users exactly what they want. Work on your bounce rates. Try different ways of sorting products, invent new comparison algorithms that your competitors don’t have.

Be unique in content presentation since you’re not unique in content.

An example of a search query that shows you the problems aggregators have with content uniqueness.

Using the data you have to add unique insights

Dan had a good idea and suggested you could use the data you have to add some unique value to the visitors. For example, as an aggregator you might have data on historical price change of the products you display. You could make cool graphs showing the price change trend, maybe even predict price rise and fall in different months of the year.

Do you have any other ideas of how aggregators can use the data they have to provide additional value to the users?

Toni spent 5 years working on eCommerce SEO issues at one of the best known Magento agencies in the world. He recently joined Dejan SEO as a Technical SEO.

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