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I recently came across a situation that really shocked me. Worked with a client in the construction industry. The site looked great, the technical part was flawless. They send me texts to post on the site. I start adding and discover a link. I think, well done, they immediately made internal linking. But I stop right there: the link leads to someone else’s site!
I think something is wrong. I run the text through a uniqueness checking service. The result was stunning - 0% uniqueness. The text is completely copied from competitors, and matches occur with several sites at the same time.
I decided to check the uniqueness of other previously posted texts. And here it’s even worse: the uniqueness is only 10-20%.
In shock, I called the client: “Your texts are not unique, they were copied from other sites. Do you know?” Answer: “Well, yes, we just took it like everyone else.”
He explained why this should not be done and what harm such texts could cause to the site. But here’s what surprised me: most of my client’s competitors had exactly the same texts.
Now, of course, all the texts are being rewritten from scratch. But I decided to share this story to warn you about such simple and commonplace mistakes.
Friends, if you want your website to be a commercial success, the text on it MUST be unique! There are a few exceptions, but they are very few:
- Description of goods with technical characteristics (for online stores). But even in this case, it won’t hurt to add a couple of phrases “on my own behalf.”
- Instructions for equipment or medications - as a rule, nothing can be changed here.
- Texts of laws and regulations.
Everything else - description of services, terms of delivery and payment, information about the company - must be unique!
✅ You can check the uniqueness of texts on different platforms, for example, through a text service. For quick checks, use free services (with limitations), such as text.ru or content-watch.ru if you need to check the entire site.
Ideally, if the uniqueness of the text tends to 100%. Of course, this is difficult to achieve, especially in technical fields, but the acceptable level is 90-100%. If the uniqueness is lower, you urgently need to work on improving the text. And remember, simply rearranging the words doesn’t work anymore.
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