You probably target a specific niche because you know that without a defined field, it will be harder for you to become a market leader (and also rank higher on Google). You probably also created a series of web pages with optimized content that target your niche and location. You worked on interlinking and hopefully built a silo structure to maximize results.
If your traffic and results are going well, it is natural that you are thinking of expanding and targeting more cities. You will need to create new location-focused pages in order to do so.
But your content is already there, written, and besides that, it is expensive and takes time to create completely original content. After all, you know it because you have done it already!
Is there a way to create new pages without creating new content? Is it possible to duplicate content for city based content and get good results? Will Google penalize duplicated content based around geo-specific areas?
In this post, you will find the answer to your questions about the optimization of duplicated content and your best options to move forward.
You Can Use Duplicated Content — But That Doesn't Mean You Should
If you were worried about Google de-indexing your duplicated content, you can relax. Using the same keyword-targeted content with appropriate location changes for the new city pages will not be penalized by the search engine. Although we stopped doing it years ago, many people still are and it’s working fine for them.
Take the same content, swap the location modifiers, and possibly use separate new domains or sub-domains. You could get away with using the same domain and internal pages but it is best not to risk it.
Why Using Unique Content Is Better
As we mentioned, years back we started having all the site content we needed to use again completely re-written. We didn't just swap a few elements, we created new, unique content.
It comes at a price. We are not going to tell you that setting up original assets is cheap and requires no time investment. But here are your options:
Invest your time and money now in content generation and have new long-term assets that will not worry you for a long time.
Take a shortcut upfront to use duplicated content, put a lot of effort into building it and getting it ranked … all to have it de-indexed later on because of that one shortcut.
We assure you that option 1 is cheaper.
How to Get Original Content
The best way forward if you can’t create all new content yourself is to buy a piece of content and then have it re-written. There are plenty of content farms you can provide your articles with. We highly recommend that you buy an authority content article in the first place. This is the foundation and you’ll want to have substantive blocks of content that read well, make sense, and keep the reader on the site.
We have been using natashanixon.com as our primary content provider for web pages. They have a good turnaround time — which is usually the issue when you hire individual writers. That is because great freelancers end up growing their business and having less time.
On natashanixon.com you can get authority content up to 2,000 words for $160. That would be $0.8 per word, which is not a bad price at all for good content. You might need to do some slight editing when you get it back, but it is great content for web pages, and especially lead generation.
Once you have bought the authority content from a good source, send it to a content farm to be manually re-written. This way, you will end up having an entirely original article and will only need to swap location modifiers to accommodate your new targets. This process is going to save you a lot of headaches and in the long run, you will not have invested as much as if you had original articles written for every single page.
It is paramount that you try to have unique or at least diverse content on internal pages. If you cannot afford to have new content for separate domains and sub-domains, focus your investment on internal pages instead.