The idea of unique content is closely tied to the problem of duplicate content. Even the most inexperienced internet marketers know that duplicate content is something to avoid, even if the exact rules—and what actually counts as duplicate content—can be a little unclear. Because of that, “unique content” is often treated as the solution.
But what is duplicate content, exactly? That depends on how you define it. For some, especially less experienced marketers, unique content simply means any content that will not be flagged by a tool such as CopyScape. In practice, that might mean an article on “how to build a doll house” contains the same information as another article, but the wording has been rearranged enough to appear different and pass CopyScape.
Is that truly unique content? Probably not. In the strictest sense, unique content is something genuinely original. It is written from scratch by a human being and offers knowledge, insight, or opinion that has not simply been copied or reworked from elsewhere. That is the real value of unique content, and websites that provide this kind of information are more likely to perform well in search engines.
Of course, if you are working in a niche that has already been covered extensively, it can be difficult to keep finding completely new information. So the practical truth may sit somewhere between the two extremes: content written specifically for a website by a human being, which may revisit familiar ground but does so in a useful, clear, and well-written way.
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