Have you heard of cookie cutter content? It is website text that is derived from the same outline as many other dental websites, often including word-for-word duplicate sections. Many website and SEO companies will offer a one-size-fits-all solution, giving the same content outline or even the same exact words to many different practices. From an SEO perspective, this will ultimately be detrimental. Your content must be more than informative, it must be unique, original, and let the practice’s personality shine through. Why? Read below to find out.
- It can lead to poor rankings. Search engines such as Google and Yahoo do not know which website the duplicate content belonged to first, so each website may be at risk for penalization. When you publish content that is very similar in wording to another website, Google crawls your website and sees the text as duplicate content. This can put a big red bulls-eye on your website to be penalized by Google and hinder your listings.
- Content may be stuffed with keywords. Much of the time, we see that cookie cutter content is stuffed with keywords, which can get your website flagged by search engines and removed from listings altogether. While it is important to have keywords throughout your site, be sure the content reads easily and is not saturated with keywords. It should read as naturally as possible, as if you were conversing with a patient in your office.
- Potential patients may look elsewhere. If your potential patients find your website organically and it’s full of cookie cutter content, you will likely be providing them with very little unique information about you and your practice. Topics like, “Why to floss your teeth?” and “Worst foods for your teeth” are everywhere. Content topics such as these can be found anywhere and are usually monopolized by bigger corporations such as Colgate and WebMD. And while those can work well for blog inspiration, the meat of your website content should be about your specific offerings. Feature content that is unique and enticing, and that answers all of your patients’ burning questions.
Remember that cookie cutter content is not always obvious. That is, it’s not always word-for-word blogs or service descriptions. Look for similar titles, meta data, descriptions and keyword tags. Identical page outlines may also be flagged. Share your dental expertise while letting your personality, writing style, and practice culture shine through. Ask your SEO provider if your content has been used elsewhere and do your research. Take some time to write your own unique words and do some investigating on how to produce impactful and engaging content.