The appearance of the Internet changed our habits of life, our way of “Being and Doing.” An example of this has been marketing strategies (Marketing), which went from “off-line” to “online,” and thus Web 3.0 emerged, which transformed the Internet into a community of exchanges. From there emerges Digital Marketing, which comes directly to your “target” offering products and services that meet your needs. And, at the same time, it benefits from measurements in real time, thanks to the immediate feedback from users and potential customers.
The content becomes the center on which Digital Marketing revolves. Being a personalized content, humanized and focused on the needs of the people to whom it is directed, according to the shopping cycle in which they are.
We speak then of a relevant content, which is not only oriented to respond to the needs of the potential client but the most important thing: that helps you understand your needs, establishing a horizontal and fluid conversation channel between the digital provider and your digital client. A client who stopped being a passive agent to become a critical, demanding and proactive agent, able to search (literally and digitally speaking) what responds to his satisfaction and delight.
The content we generate must have a clear purpose, which is none other than reaching the user or potential client with specific information according to their needs and interests. The content is then what gives meaning to Digital Marketing, which along with SEO (Search Engine Optimization) and other techniques, strategically address your positioning goal.
Does what has been said so far mean that in Digital Marketing the medium or channel is not important? Absolutely. Good content, the best content, can be lost if you do not choose the right medium. That is, content and medium are factors of success as Digital Marketing strategies, and both require to be carefully treated. However, there is no doubt that the tactics to create or generate valuable content demand special skills that, at times, are little considered, if not ignored, in the Digital Marketing Agencies.
The benefit of a professionally treated content is a return investment; therefore, it ensures branding, leads, traffic, contacts or business, and sales opportunities. However, this benefit means the cost of investing in properly planned and managed content.
The good practice to generate value content begins by knowing in depth both the brand and the target audience, as well as the product or service that is going to be offered. In the same way, we must bear in mind that in the end in Digital Marketing we write for people, therefore the use of an emotional and multisensory language that attracts, motivates and “retains” potential customers is paramount.
Finally, we must remember that when we create, produce and manage content it is essential to building a bridge that serves as a meeting between our readers and us, which we create creating conditions that assure us a right place in the search engines that our potential customers frequent. We achieve this in two ways: strategically including pre-selected terms in our text and positioning ourselves in digital spaces previously studied and regularly visited by our potential clients.
The duplicate content is when a text is partially or wholly replicated in different URLs, either from the same domain or in other various websites.
That is, this can occur both because 2 URLs of different websites have the same content, as the result of repeating or duplicating the texts within your own pages.
In most cases, external replicas usually happen because of copying or plagiarism. On the other hand, internal duplicate content occurs when I have more than one URL that leads to the same page or because of the duplication of information on our pages.
It is estimated that content can be considered as a duplicate when it is literally already published in at least 30% in another URL.
On the contrary, it is considered original when approximately more than 70% of the text does not have a literal structure identical to another. Be that as it may, you must be clear that replicating or copying texts is not well seen by any search engine.
Search engines such as Google pursue this practice. In addition, the significant advance in their algorithms has caused it to be easier for him to detect these copies, differentiating them from the original.
There are several reasons why content duplicity and SEO do not get along at all:
Publishing duplicate content will start by reducing visits to your site. This defeats all the work that you have been able to do regarding, for example, the “Keyword Research” and searches for long tail keywords, to properly position your articles. And it does not matter how hard you try, because this problem will weigh much more than everything you can get to optimize in your pages.
Later, the search engines could de-index some of your URL’s. This will be an important blow to your positioning, which you will not be able to overcome with ease, even if you stop publishing copied material.
If you are losing the indexing of any of your pages, all your plan or strategy that you have raised at first will suffer since you cannot count on them to position yourself or achieve results. Slowly but surely, your website will lose momentum, like a plane that has lost one of its engines.