Google cares a lot about content, prefering to index and show pages with distinct information. In fact it cares so much it can penalise websites with a significant amount of duplicate content so they don't rank as highly on search results pages.
Many of the accountants we talk with mention they can get 'cheap website content', referring to generic content they can select, or that is uploaded by default to their website. It can be interesting to do a search on some of these content blocks to see how many other websites have this duplicate content, and consider the SEO penalties you may incur as a result.
Unique website content is highly effective to showcase your brand and expertise, and tell your business story. Our process includes getting you to fill out a questionnaire, a comprehensive one-on-one interview with our copywriter, then we provide individualised content written specially for you.
It's fine to use syndicated content as long as you're careful. For more information take a look at the Google Webmasters forum here.
"If you syndicate your content on other sites, Google will always show the version we think is most appropriate for users in each given search, which may or may not be the version you'd prefer. However, it is helpful to ensure that each site on which your content is syndicated includes a link back to your original article. You can also ask those who use your syndicated material to use the noindex meta tag to prevent search engines from indexing their version of the content."
We have seen examples of plagiarism - outright copying of other people's content without attribution. This is bad practice, and in effect is stealing others IP. We also see the same blog posts across multiple sites without the addition of a noindex meta tag, which means these posts may also incur SEO penalties.
Our monthly content subscription provides curated content we have permission to use. We attribute this content, and apply the noindex meta tag for guest posts to avoid any duplicate content penalties. This content can be used across social media channels as part of your content marketing strategy to drive traffic to your website and increase your conversion rates.
Search Engine Optimization is something of an art and a science. Make sure your website is set up to the Xero SEO best practice guidelines, which you can download here. Much of the effectiveness of your SEO initiatives are determined by the amount of website traffic you receive, so a content marketing strategy can be highly effective in helping you rank more highly on search results pages. Benefits of an SEO strategy come over the longer term, and execution is the key to success.
If you have any questions about your website, or about content marketing in general, we're happy to chat any time.