Some factors of uniqueness

First, content – is that, for what people comes to your site. Registration forms, sidebars and information widgets absolutely don't have no value. Ironically, many people worried that the page can lose their “freshness” because of advertising or the site's navigation repeat the pattern of their competitors. As long as you work directly with content, there is no reason to worry because of the secondary ad unit.

Second, uniqueness – is complex of external and internal factors. If you duplicate someone's material that can hurt both the source and your site. But they can not hurt, but a little bit later about it. Also a separate page with a duplicate content can not be considered in isolation from the rest of the site. Panda is not stupid, the worst case – ban will be applied to all the website.

Third, there is no formula for successful unique content. If you think you made rewrite, and then some “Advego” said that it is unique to 70%, and it became popular, it does not mean that now you only have to stamp a 70 per cent materials to stay on the horse. Forget it. This is plainly wrong.

Fourth, intelligent copypaste can shoot much better than diligent rewriting. Do not be afraid justifiable citations to primary sources, especially if you refer to well-known resources or popular personalities.

Or, you can rewrite a description of the washing machine, turning those structured technical characteristics in free paraphrase of its options. Yes, the uniqueness of your page will grow, but think about it: it would be easier to leave those solidly designed tecnical data, adding users' reviews or “tasty” provocative paragraphs? As a rule, the price for such services will not be much different from the price for rewrite, but the effect – is he value of content – will increase significantly.

What is valuable content?

There could be a new concept that complements (and sometimes substitute) uniqueness. This is – page's value. Take, for example, major news sources who post the same news, very often at all without the need for rewriting. However, each news is valuable, and its value is determined by quite different factors, such as:

• Social popularity – the number of Likes, shares, retweets etc.
• How big is the weight of external links leading to the material.
• Comments activity – how busy feedback article has.
• Account branding that links to the news. And so on.

The point is that the same material, in practice of foreign holdings, will be valuable due to various factors: here it gathered more sympathy in social media, and there was a lively debate in comments. Thus, one and the same news may well “shoot” twice. Is it unique? No. Is it valuable? Yes and yes.

Some practical advice

Even if you use non-unique content, situation can be solved: pay attention to robots.txt file, take out the indexing of specific pages using the tag “disallow” and “noindex”, and do not forget about rel = “canonical”, which helps to get rid of duplicates . And look through Google Webmaster Tools.

The main thing – clearly understand the difference between technical uniqueness and actual value of your materials. This is absolute truth, which had been before the advent of evil Google's algorithms and unfair work of SEO specialists who find easy and fast way forward. But what is truly valuable? That's right, work on a long-term perspective.