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Unremarkable Search Results and the Content Heroes.
A̶ ̶S̶h̶o̶r̶t̶ ̶S̶t̶o̶r̶y̶ A thread...
A̶ ̶S̶h̶o̶r̶t̶ ̶S̶t̶o̶r̶y̶ A thread...
Once upon a Google, there lived spun content and spammy links. 
Though they still exist today, Google's algorithmic animals did a reasonably good job of eradicating them for good.
Though they still exist today, Google's algorithmic animals did a reasonably good job of eradicating them for good.
But today there's a new villain.
One that appears in many search results, often disguised, and feasting on complacent marketing teams:
Copycat content.
One that appears in many search results, often disguised, and feasting on complacent marketing teams:
Copycat content.
Copycat content is everywhere:
In page titles (we must capitalise FREE. They did it).
In page titles (we must capitalise FREE. They did it).
And headings.
To the format
What's the issue? 
It's not sticky. It makes users pogostick from one result to the next.
It's not sticky. It makes users pogostick from one result to the next.
It results in a website visible in search results, but a brand invisible to users.
Why? It's driven by SEO.
"They're all using listicles, that must mean Google likes listicles."
"It's a table snippet. We'll use the same table and add a new column."
"The content brief includes all of the headings our competitors use."
^ Somewhat exaggerated
"They're all using listicles, that must mean Google likes listicles."
"It's a table snippet. We'll use the same table and add a new column."
"The content brief includes all of the headings our competitors use."
^ Somewhat exaggerated
In his book Purple Cow, Seth Godin said:
"In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible."
"In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible."
"If you see a field of cows and they are all black or brown, then you suddenly a purple one:
that's remarkable."
that's remarkable."
Remarkable content should have an edge. A difference.
What can you do?
Think:
Can i reinvent this, not incrementally improve it.
What do my customers want, not what are my competitors doing.
What can you do?
Think:
Can i reinvent this, not incrementally improve it. What do my customers want, not what are my competitors doing.
Who are the content heroes? 
Investopedia simplifies investing.
Rome2rio finds the best way to get from A to B.
Myjobquote provides the best trade cost breakdowns.
The Athletic reinvents football writing.
And they're usually rewarded.
Copycat content needs defeated.
Who are your content heroes?
Who are your content heroes?
