On-Page & Content · 3.15
Original Content
Content written specifically for your business, using your own real knowledge — not something that could be lifted unchanged and put on any competitor's site.
Why this matters
The customer’s side
Generic, could-be-anyone's content doesn't build any real trust or sense that you actually know the local area — it reads like nobody specific wrote it, which is a subtle but real turn-off when they're deciding who to trust with a major decision.
The search engine’s side
A direct classification Google makes, not an inferred signal
Google's spam and "helpful content" systems now actively detect and demote thin, generic, or mass-produced content — this isn't inferred from behaviour, it's a direct classification Google makes.
How to check yours
Method 1 — Ask yourself honestly
the most direct test, and the one only you can really answer.
- 1.Could this page have been written by any agency, about any town, unchanged?
Method 2 — Ask an AI tool for an outside read
it's easy to be too close to your own writing to judge it fairly — a second, more objective read helps.
- 1.Paste your page's text into ChatGPT or Claude.
- 2.Ask: "does this read as generic, or genuinely written by someone with real local knowledge? What's missing?"
How to fix what you find
If the honest answer is yes
use AI only as a first draft. Always add genuine local detail, real opinion, or first-hand knowledge before publishing.
If the honest answer is no
good — no action needed here, just keep writing the same way.
Keeping on top of it
Staying ahead of this means genuinely fresh writing on an ongoing basis, not a single content push.
How Reyse handles this
Done With You
we review drafts and tell you what needs more genuine detail.
Done For You
we write this directly, working from your real knowledge and experience.