As Content Hub content can be used by others, there is a fear that Google and other search engines will penalize our content as ‘duplicated’ content. We’d like to address this myth before your agency or others raise it as an issue.
As it’s not.
8 things to reassure you licensing Content Hub content is sensible
1. Know what people mean when they say ‘duplicate’ content
‘Duplicate’ content usually refers to content that is exactly the same inside your website. For example, if you have the same terms and conditions on a number of pages, word for word, this is what most people mean when they say ‘duplicated content’. Duplicated content isn’t the same as ‘similar’ content from a different website.
2. Google only penalizes malicious content
Similar content is only an issue if you are trying to manipulate search results, like having 1,000 pages on cash flow forecasting, all the same, inside a website selling t-shirts.
If you have an article which is the same or similar to another bank it will not be adversely affected, as the content is on a different website, from a reputable source, in a different region, from a different URL and it’s still ‘doing good’ by helping small businesses.
3. Search is regionalized and so is your bank
Google recognizes where you are and will present content that is relevant to your location. If you are a bank based in New Jersey then your content on cash flow forecasting will be ranked higher for a small business from New Jersey, compared to a bank with similar content in Florida.
And chances are if you’re from Florida you won’t switch to a New Jersey bank regardless of how good the content is.
4. Small business content is generic, you can’t do much about it
If you commission a writer to create a one-off unique piece of content on ‘How to write a great business plan’, there is almost a 100% chance they will write ‘similar’ content to the other hundred thousand articles on the same topic. If you provide a cash flow forecast template, it’s probably going to ask you to add up all the money coming in, and deduct all the money going out, to find out what’s left each month. It’s the way it is. You’ll NEVER get ‘first time ever it’s been invented’ content on most of the topics on starting, growing, expanding, and succession.
So you may as well get this generic content as cheaply as possible (from us), and move to point 5 (as the alternative is spending a fortune on ‘new’ content which will end up the same as everyone else anyway).
5. Create unique content where it matters
Unique content on the right topic has its place. These could be opinion pieces on local events, your products, industry news, or things that are important to your customers. Content forms could be whitepapers, e-books, infographics, e-newsletter articles or research-based content you can’t get anywhere else. But you’re likely to only create one or two of these each month to make an impact, often using internal staff or local experts. Here at The Small Business Company we can also help you create unique custom content one piece at a time.
6. Do both
License generic small business management content, and commission individual pieces where it makes sense.
7. Edit the content
You can always download the content and use it as a base, editing, adding, deleting, altering headings until it is different. This is especially useful for staff needing inspiration for blogs.
8. Most small business content on bank sites are for existing customers
Most banks focus on helping their existing customers, so SEO isn’t going to be the main driver anyway. Content is used to engage and educate customers who are already on your bank site. The trick is to then amplify content by placing it in high traffic areas, inside online banking, used in your social media, sent in e-newsletters, used by staff with customers, printed off in branch; in fact, anywhere and everywhere you can.
If you are still worried, then the alternative isn’t that great.
To have no small business content. That will certainly prove the similar content SEO busters right!
But then there’s nothing to help your small business customers and that doesn’t make sense either.