Dentists need content to fuel their marketing. Without the text on a website, it would just be a collage of images. Google is getting better at understanding images and what they represent, but they still rely on text to understand what a website is all about. Google can assign even more value and relevance to websites that provide new and updated content. Marketing companies know that, so they include content development in most marketing packages. Dentists rarely write their own content. It wouldn’t make sense for them to do so in most cases. Dentists must know how to hold their marketing companies accountable for providing their websites with fresh, original content rather than borrowing (or stealing) content from other sources. Copyscape makes this easy and affordable.
Duplicate Content Can Screw Up Your Marketing
Creating new text takes a lot of work, and some marketing companies try to fulfill the need for content on the cheap by reusing text that they’ve found on the internet or written for other clients. Remember back in your early schooling of writing papers. Your teachers warned you against copying other students’ work because it’s plagiarism. In school, plagiarism could have gotten you in trouble for cheating, but likely no more than a slap on the wrist and some docked points. However, in Google’s (and other search engines) mind, plagiarism is a big no-no, and it will kill your marketing efforts. Your website is supposed to drive traffic, so why pay for writing that will harm your marketing?
Your content needs to have your target audience AND search engines in mind. It’s not enough to only have pages that cover relevant topics. The content needs to be original. Even though your patients will likely never know that you have duplicate content, Google will, and won’t showcase your website because of it.
What if someone else copied my content?
There isn’t a way for Google to know who the content belongs to. Google will be confused about which website to show, and it may choose the other website. So even if you had the content first, it’s still better to remove yourself and your practice from the confusion with original content that converts users into patients.