It is crucial for firms to produce exclusive content for their websites, an industry expert has advised.

According to Chris Lake, editor-in-chief of E-consultancy, exclusive content helps firms to retain visitors and increases the site’s visibility in Google search engine ranking.

Google’s algorithm marks up websites with unique content, so such sites are bound to rank higher in its natural listings and therefore attract more traffic, he noted.

Mr Lake also pointed out that businesses should incorporate images and videos into websites as opposed to just text because Google now includes various types of content in its main search results such as clips from YouTube.

“It takes more imagination, effort and resources to produce unique content but it’s worth it,” he said.

“Lots of companies are launching blogs to increase the amount of unique content on their sites and if they are done well, they can make a real impact on your bottom line by attracting qualified and relevant traffic.”

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