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February 8, 2013

Can You Ever Wean Yourself Off of Google AdWords?

I had a Google AdWords client ask me the other day “when will my SEO kick in from my newly designed website so I can wean myself off Google AdWords?” First, we did not design the site just to clarify, and second, we had not been performing any type of web visibility services for this client. My first question to him was “where did the content come from for all of your 2,000 store products?” He said he had copied and pasted the content into his own store shopping cart from his manufacturers’ information found on the Web.

To dig deeper, he and I selected one page on his site and ran the product content through Copyscape Premium. This online tool showed us that 46 other websites had this same exact content or very, very close variations of it. Sadly, I told him that until his content was unique the reality was that he would have to promote his products using Google AdWords as he would not be able to place his website in the unpaid search results.

In today’s business climate on, unique content and a unique position in your marketplace is key to being a candidate for work to improve organic search placement. If the content in your online store is not unique, there is absolutely no reason to pay a blog writer or for that matter an SEO firm to improve position without first correcting the issue that is the biggest obstacle to success – duplicate content.

It sounds so easy — just write your own content for each store product but, from experience, I know that wordsmithing a page to have it pass as unique and using a tool like Copyscape Premium to verify its uniqueness, is a time-consuming process. But the rewards are huge! This particular client was spending $50,000 per year on AdWords to drive business to his website. An investment in quality unique content may be an investment in the future.

If you are in a similar situation, it’s time to take a hard look at your own website and know where your content came from before you purchase any website visibility improvement services. The money that you may have considered spending for blog posts, website code optimization and link promotion may be better spent on Google AdWords.

Nancy McCord is the founder and president of McCord Web Services LLC which provides Twitter and Facebook status updates, blog writing services and Google AdWords account set up and management. Since 2001, Nancy McCord has developed a reputation as an expert on web visibility and how to use social networking for business. You can visit Nancy and her firm at Connect with +Nancy McCord at Google+, @mccordweb on Twitter and on Facebook.