Original Content Is King
Businesses sometimes believe they are unable to produce enough content to improve their Google ranking, Walter said, leading them to rely on syndicated blogs.
"They're for the weak-minded," he continued. "You can't be a thought leader if you're writing syndicated content because it's all copycat content and it's not indexed by Google. And the people who read it are going to be able to spot it a mile away."
Instead, Walter suggests solution providers rely on the creativity of their own teams or third parties to generate individually tailored, original ideas.
"We can produce an unlimited number of original article ideas. It is something that can be scaled," he said.