How To Avoid Duplicate Content

Writing unique content for your website can be challenging, especially with the advent of AI. Here are some tips for avoiding duplicate content.

Video Transcript

Stephanie: Yeah. So, I’ve been thinking about, especially with new AI search results, that unique content is going to be at a premium.

David: Right.

Stephanie: But what I’m pondering is there are some industries, and in my case, it’s commercial real estate brokerage, that depending on the topic, there are only so many words and phrases and descriptors that you can use about that specific topic, which kind of limits your ability to be unique. So, how do we think about those types of instances? Is there a way? We also talked at some point about using AI to be more efficient and more productive. So, where’s the kind of intersectionality of all this stuff?

David: Yeah. Good question. Because when you have some clients, it’s like, what on earth can I say that no one else has said before? So, number one, I’d say that might be true, but don’t be tempted to cut corners.

Stephanie: Okay.

David: That’s why I use several writers and not one writer; sometimes, I just need a different perspective. Two, the StoryBrand framework, for which there’s a worksheet, I think, I work with it. I think Tricia is the example in Curious Ants. Working through the StoryBrand framework really helps you identify what’s different about your client. You ask your client, what’s different about your product? The answer is always, well, we’re better than those. We’re better than them. Well, yeah, but doesn’t everybody say that you’re better than them? The StoryBrand framework can help you work through the unique aspect of what your clients do for commercial real estate that makes them distinct from others in the terms your clients want to hear. So, it’s less about you as a commodity and more about your clients. So, your commercial real estate client might have an aspect of commercial real estate they’re really focusing on, or maybe they are specialists in this particular kind of commercial real estate, and they would rather get more clients like that. And those particular clients have certain struggles that clients in other types of commercial real estate might not have. Working through the StoryBrand worksheet will help those clients articulate this. I’m actually doing this right now with a new client of mine. It’s so hard for them because they want to just say, we’re the premier tool for this solution. Well, who decides you’re the premier one, right?

Stephanie: Yeah.

David: Like, I know your quality product. I wouldn’t work with you if I thought you were some fly-by-night business. But who’s to say that that’s true? So rather than just saying, we’re better, here’s what makes us distinct. Well, I’m a better SEO. I’m an SEO guru, not an SEO ninja. Really? Like, who cares? So, what is the StoryBrand aspect? Otherwise, I’m just a commodity.

Stephanie: Yeah, I think that’s what I’m running into with this guy. He’s pretty niche, down as far as he only focuses on these specific types of commercial real estate. What brought it to my mind is we’re doing a series of blog posts on the different types of commercial real estate lease types.

David: Okay.

Stephanie: So, there are basically three.

David: Yeah.

Stephanie: All real estate agents are going to call those three leases those same names. It’s not like in the southeast, we call it coke. In the northeast, they call it Pepsi.

David: Right.

Stephanie: And what is included in each of those lease types is the same whether Barrett’s your real estate agent or Joe Blow down the block. And so that’s when I was starting to think, okay, there is nothing new here for me to say at all.

David: Right. And maybe StoryBrand will help pull some of that out.

Stephanie: Yeah, I definitely want to look at doing that with him, for sure.

David: There’s a new feature in Grammarly’s AI that I like.

Stephanie: Okay.

David: So, Grammarly will, but even if Grammarly allows you to do this, you should never do it; it will write the article for you.

Stephanie: Right.

David: But you can ask Grammarly AI, what am I missing? What have I forgotten? If my audience is this type of commercial real estate client, what am I missing? How would my cat understand this article? So, it’s tools like that where AI can help. Even if you throw your article in the ChatGPT and say, pretend you are a customer type here, what additional information would you recommend I include? And don’t just put it in there; use it to help you. And frankly, sometimes, there are only so many types of commercial real estate whatevers, but maybe it’s about having some unique visuals in it. Visual assets to illustrate it, pictures to illustrate things. Maybe it’s because you took the time to write in nice sub-headlines and organization that would make your article just that much better than someone who just vomits a bunch of boring content. So, yes, I totally feel that everybody said this already. But it’s still worth your time to try to find that extra angle. Publish it, and after a few months, look in Search Console and see if Google indexed it. One of the things we’ve not talked about a lot is, and because I’m still playing with this idea, the discovered not indexed or crawled and not currently indexed reports in Search Console as a way of determining do I have thin or content that Google feels that is not quality enough to even show customers?

Stephanie: We are getting indexed pretty quickly, which I’ve been like, knock on some serious wood that I don’t jinx it, but that piece has not been a problem.

David: One of the ways we would see you’re not really saying anything different than anybody else is in those crawled but not currently indexed or discovered but not currently indexed reports in Search Console. If you see a lot of pages in there now, mind you, sometimes they appear there because you launched the blog post this week, and Google hasn’t gotten to it yet, right? But after a few months, go in and look and use that as a gauge to say, maybe I need to improve that article.


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