One SEO professional was concerned about stolen content.
They found that when they searched their target keyword phrase on Google, they were able to see 3,000 doorway sites that stole their content.
Within six months, they had them all removed from Google’s index via DMCA requests.
They believed they did a great job with removing these requests. However, this did not have any impact on their ranking positions.
So their main question is: does a significant increase in the overall uniqueness of a site’s content have any impact on the site’s ranking and visibility in the search results?
Is it even worth it to fight content theft?
John explained that as far as he knows, there isn’t any aspect of their algorithms that says “Oh, this is something that’s extremely unique on one site, so we’re gonna rank this higher for all the other queries.”
He also provided an example: If there’s a unique type of shoes, and somebody is looking for shoes on Google, it’s not that they would rank your site because it’s a unique type of shoes.
But, rather, it’s more like “you have shoes, then this person is looking for shoes, and perhaps other sites also have shoes, then we rank them based on that shoe content that they find there.”
It’s not a matter of Google going through and saying “Well, there’s only something very unique here. Therefore, we should rank it higher for this more generic term because of that uniqueness alone.”
But, if someone is actually searching for that unique thing, then they will try and show your site there.
This is also the reason for the DMCA complaint process, where somebody else is ranking with your unique content, and you don’t want them to show up because that’s your content.
Or, you have a copyright on it at least. For this process that makes sense.
However, if there is a generic case of somebody searching for a generic product or service, and you have unique things that also map into that generic category, they don’t believe they would rank pages higher just because they’re unique.
The key takeaway from John’s information is that there are other factors, rather than just blatant uniqueness, that contribute to rankings.
This happens at approximately the 43:14 mark in the video.