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Okay, maybe that's a little extreme. But not much. If you look at the criteria that most of the better search engines look at when evaluating content, way up on the list is "content uniqueness".

What they, meaning Google, is looking for is content that is both compelling and real. One way they evaluate the realness of a document is by who unique the content is. Are there copies of it elsewhere on the web? Does it look vastly similar to other documents? Or is there even a pattern to the documents on your own site? Are you yourself repeating this document with only one or a few words changed?

I'm guessing that most web developers have experienced clients who want their website to be the end-all be-all website by creating one just like Facebook's website, or whatever is hot today. The idea is to take users from Facebook by building the world's greatest website for whatever your customer sells and then adding all the things that Facebook does. After all these years, it still amazes me the clients think this way. Do them a huge favor, don't let them! Educate your client on what matters and you will both be happy.

Ask your client, which social network is more popular, Facebook's or McDonald's? They will probably answer "I didn't know that McDonald's offered social networking", and make the point for you. You simply don't go to the hardware store for oranges. Therefore, it is best to concentrate on building a compelling website for whatever it is your client specializes in. Adding features from popular sites won't help, but communicating well and creating real value for visitors will.

Social Media and Real-Time News Releases Take Effort

For the last several months, chatter among web developers and those who specialize in SEO has been all about the effects of Google's implementation of the Caffeine search models. Now that Google has implemented Caffeine, it is clear that the effects are all about being real time and popular "in the moment" and "in the news". What does this mean? It means that in order for us to keep our websites in the top results, we are going to need to pay attention to many outside factors.

With the introduction of the Caffeine model, webmasters, bloggers, and especially companies and corporations, are going to need to pay attention to keeping themselves talked about by others. This means a regular stream of publishing, in various forms, as well as building a strong base of followers who will read and repeat that body of published works.

Now that we've successfully scared the hell out of you, let's take a look at what all that publishing really means.

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