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The use of duplicate content and, particularly, just how it is seen by the major search engines is causes heated debate and opinions vary widely. As if this were not enough, the scope of the problem when it comes to article marketing depends to a certain extent on whether you are a writer or a publisher. Here in this brief article we are going to look at the problem from the publisher's perspective. There is a massive quantity of duplicate content about nowadays and there are clearly occasions when it is proper to use it. For instance, if you have a site dealing with American history you could decide to include details of the Declaration of Independence and post sections of it, or indeed the text of the entire document. Obviously here it would be out of the question to attempt to rewrite it in order to avoid any duplicate content penalty. Similarly, if you find an article which would be of value to your audience then you might feel that it is appropriate to put it on your site. In this case the writer clearly holds the copyright to the article and will usually only allow it to be used providing it is not altered in any way and that he is given credit for your use of the article by adding his 'resource' paragraph at the end of the article. In both cases you will clearly be adding a page to your site which will be seen by the search engines as duplicate content and is going to present you with problems as far as ranking high in the search results is concerned. But does this really matter? Many site owners nowadays are obsessed with getting good search engine rankings and have forgotten about the real purpose of a site which is to provide a valuable resource for your visitors. Now, if at this juncture you were expecting me to say that the main purpose of your site is to make money for you then some re-thinking is needed. One problem for most site owners is that while they want to use their site to make money the search engines are not in the smallest bit interested in whether or not you make money (putting on one side the subject of their own advertising programs) and are going to rank pages in the search results according to how relevant each page is to the search being performed and whether or not they consider that the page will give the searcher the information which he is looking for. Obviously, if your own page is deemed relevant and placed highly in the search results you are going to get traffic and therefore make money and herein lies the secret. Your aim should be to build a site which provides valuable content for your audience and which will have them staying on your site and navigating their way from page to page and will also have them adding your site to their favorites menu and coming back regularly. To a large extent this means that you must provide unique and fresh pages on a regular basis which you will need to write yourself or hire others to write for you. It is this fresh and unique content which will be picked up by the search engines and indexed to provide you with free search engine traffic. But, there are two additional things which you must think about. First of all, if your site is going to have 'authority' and to hold your visitors' attention it will need to provide both depth and width in covering your subject and it is here that making reference to and quoting or publishing the work of others can be invaluable. Second, though the search engines rank pages and not sites, there can be no doubt that they also evaluate your site as a whole and give credit to individual site pages to a certain degree on their value as a part of your overall site. The bottom line is that, while the majority of your site should be composed of unique and fresh content, there is without doubt a part to be played by adding relevant and well written articles from other writers wherever these add weight to the message that your site is conveying.
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