Businesses who want to get a better placing in search engine results should think about making their website full of exclusive content.

That's the view of Chris Lake, the editor-in-chief of E-consultancy.com, who also believes that the rules of SEO services may be changing.

"Adding videos and images to your website is also becoming more important as Google is including more types of content in its main search results, such as clips from YouTube," he said.

But search engine optimisation wasn't the only reason for being exclusive, with visitor retention mentioned as another bonus.

However, he did warn that getting exclusive content onto a website may not be easy.

"It takes more imagination, effort and resources to produce unique content, but it's worth it," he said.

"It's then up to you to make sure that traffic converts into sales."

While all of this may be fine for larger businesses, is it possible for smaller companies to produce a large amount of exclusive content, and if so how much resource should they put into the effort?

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