Unique Content

Unique content is defined as editorial content on the web, which does not exist on any other website. Text uniqueness is an important ranking factor for search engines and is treated as a Unique Selling Point (USP) of a website.


Unique content can usually be created by anyone who handles the editorial content of a website. Good readability, spelling, and grammar should be observed. Texts can be reworded from an original source to create unique content. But you have to mark quotations accordingly. Otherwise, you risk plagiarism and thus exclusion from the search engine index. The content created should be relevant to the website.

Recommendations for shop operators[edit]

For operators of on-line shops and shopping platforms, it is recommended not to take the product descriptions from the websites of the product manufacturers, but to create unique descriptions. With a unique text, the probability of a product to appear in the top positions of the search index is significantly higher.

Google algorithm – Panda update[edit]

Since Google’s biggest algorithm change, the Panda Update, it is especially advisable for webmasters to pay attention to their created content. Since 2011, Google has been taking note of content-less web pages. Thus, many websites received a Penalty) and were banished from the Google Index.

Relevance to search engine optimization[edit]

The search engines place particular importance on presenting relevant content to their users. Any [Duplicate Content] is removed from the search engine index. The source that first provided it as unique content under a particular URL will be treated with preference. The copied content of the original source, which is accessible under other URLs, will be removed from the index. Unique content is therefore of great importance to a website that wants to achieve good positions in search results.

To differentiate Google Unique Content even more from thin content, Webspam, and copied content, Google introduced the Gibberish Score, which has a patent pending since 2009.