A snowflake that's unique and original, just like good content.
The SEO Strategy That Beats Everything Else
Is your SEO strategy based on what actually works?
According to Search Engine Journal's State of SEO 2026 report, which surveyed 371 SEO professionals across 52 countries, 66.3% said original content creation had the greatest positive impact on their SEO outcomes this year. Content updates came in second at 42.6%. Technical SEO at 42.3%. And keyword optimization? 24.5%.
So if you've been delaying on writing that in-depth resource, it’s time to start creating.
Why Original Content Still Wins
Google values helpful, original content created by people with expertise. The E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) isn't just jargon—it's Google's filter for content that actually helps users. (This is likely why 49% of respondents plan to invest in E-E-A-T next year.)
Original doesn't mean "new blog posts." It means content that adds something to the conversation. Real experience. Genuine insight. Answers your competitors aren't providing.
When you publish this kind of content, you're building authority, earning natural backlinks, and creating assets that keep working long after you hit publish. Content compounds and can dramatically increase organic traffic over time!
What Makes Content "Original"?
Original content doesn't require groundbreaking research. It just requires:
Drawing from real experience. Write about actual problems your customers face, not hypothetical scenarios.
Taking a position. If you have a perspective that challenges conventional wisdom, share it. That's what gets linked to.
Filling gaps. What questions are your prospects asking that nobody else is answering well?
Going deeper. Most content is surface-level because it's easier. The resource that's actually comprehensive? That becomes definitive.
Showing your work. Share the data, walk through your thinking. That's what builds trust.
This is all possible because you know your audience, understand their challenges, and work inside your business every day.
Should You Use AI?
The survey says yes, but don’t rely on it completely. AI writing assistants jumped to fourth place in tool usage at 42.3%. But 77% of professionals worry AI-generated answers will reduce website clicks.
The solution? Use AI to research faster, create outlines, repurpose content, or identify gaps. But don't let it replace your experience, perspective, or voice. As we've discussed before, your unique voice is what sets you apart, even when everyone else is using the same tools.
Start Creating
The SEO professionals getting results are creating genuinely valuable content that demonstrates real expertise.
And they're doing it consistently, because the data shows it works.
Need help creating original content that drives SEO results? At RSO Consulting, we can help you develop a strategy that balances efficiency with expertise—building your internal capabilities, creating high-authority content, or developing systems that make original content sustainable.
