Producing content for a website is a critical part of any SEO campaign. The content published on the website surely has to be engaging and informative to readers. That is a given. The content also has to pass the tests the search engines provide. Original content is highly prized by the search engine crawlers. Duplicate content is extremely ill-advised. Not only will a site rank low due to duplicate content, the risk exists the site could end up de-indexed.
Many businesses share a host of similarities. A plumbing business, for example, is going to deliver specific services such repairs for leaks, clogs, and busted pipes. A little bit of repetition becomes seemingly unavoidable. The way to make the problem less avoidable is to avoid appropriating content and to try an focus things unique to the business.
No content should be gleamed from another site and simply slightly reworded. A business in Los Angeles should not “borrow” content from a similar business in Baton Rouge and hope no one will notice. The search engines will definitely pick up on the similar material.
As for totally original content, weaving in points about serving the local community, business-related honors and awards, biographical information, and the like would be a help. Such material surely won’t appear anywhere else since it focuses so specifically on one individual or a particular business.
The search engines do realize some content is going to be similar. To be on the safe side, work with a professional service that will ensure the originality of the text.