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by Samantha Noble on 2nd November 2010
Businesses operating multiple websites have been advised that it is important to come up with unique and interesting content for each separate portal.
Tomer Honen and Kaspar Szymanski of Google's search quality team explained that while it can be tempting to create a number of sites containing similar information to increase a company's presence on the web, this is not a good long-term strategy.
They explained that such websites offer a poor experience for users and the search engine's algorithms are well-versed in identifying and penalising them.
"Keep in mind that users prefer to see unique and compelling content," the experts advised.
"It is a good idea to give each site its own content, personality and function."
Earlier this week, Search Engine Land columnist Evan LaPointe said companies using SEO services are likely to find it easier to make effective changes to their website content, as they should be able to call on research into what their potential customers are searching for on the internet.