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One of the best ways to engage your audience, and also to attract the search engines, is to personalize your content. Make it different, and add some of your own personality to make the story interesting.

content personalizationFirst, lets talk about the search engines. Search engines love fresh, unique content, and the best way to attract them is to produce unique custom content. But there is not always time to create your own stories, so we often reproduce or repurpose stories we find on the internet. An example of this may be in reposting a news story.

Reposting a story verbatim is a bad thing for a number of reasons, primarily because search engines hate duplicate content. Reproducing a news story verbatim is particularly bad for you because the search engines will most likely find the story at the news site first, and then give you a bad mark for copying it.

Instead of just copying and pasting the news story, try rewriting it or summarizing it in your own words. Add your own perspective and commentary, and try to offer a new view of the circumstances. In this way you are personalizing the story, and giving the search engines something unique to add to their index.

The next group to worry about is your friends and people you socialize with online. Personalizing a story adds your own personality and provides your friends and associates with a different perspective. It’s a great way to add interest, and to continuously build upon your personal brand and online personality. Your friends already watch the news, so they may have already heard the story you are discussing online. What they don’t have is your personal perspective, and therein lies the interest, and your opportunity to create connections online.

So next time you are looking for something to write about in your blog or social networks, find a story that is interesting to you on a company site, news site, or competitive blog and rewrite the story in your own words. Make sure that you don’t simply rephrase what the originator posted, but rather add your own commentary, opinions and perspective.

In this way you will create great custom content for search engines, and interesting posts for your readers.

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