I was watching television with my daughter Stephanie recently and we were talking about marketing slogans, specifically Subway’s “Think Fresh” campaign. It occurred to me that what consumers want in their meals (“lots of visibly fresh ingredients”) is the same thing they want in their information when researching on the web. Equally important, this is also what the search engines (specifically, Google and Yahoo!) are wanting in your website’s pages, as well – unique, fresh, original content.

BEWARE OF USING TEMPLATED COPY - Although it may be hard to believe, search engines have ways to recognize the originality of your website’s copy. If your page’s content is the same cookie-cutter content used in lots of other attorney websites, many search engines will perceive they have already indexed that information, and not give your page a lot of credit, regardless of well it may be “optimized”. This is particularly an issue with Google.

Obviously, there is a higher cost to develop new original copy to your website. At the same time, you will likely pay a bigger price in lost opportunity by cutting corners with utilizing templated copy. Developing and continually adding fresh content to your website significantly increases your opportunity to generate a much greater return on investment.

So, “Think Fresh!”

Bill Fukui

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