Original data is the only SEO moat that lasts
After three algorithm updates targeting helpful content, the winning pattern is clear: ship data nobody else has.
After three algorithm updates targeting "helpful content," the pattern is clear: thin, derivative content gets buried. The strategy that works: original data.
Five formats that work for us right now:
1. **Original benchmarks.** Survey 50+ companies, publish the results. Linkable, citable, evergreen. 2. **Internal data, anonymized.** "We analyzed 12M ad impressions — here's what worked." 3. **Industry tooling.** Free calculators, graders, generators. People link to tools. 4. **Expert roundups with original synthesis.** Not "10 CEOs say X." Instead: "We interviewed 30 CEOs, here's the 4-part pattern." 5. **Live dashboards.** Public, always-updated data. Build once, link forever.
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