How to maintain originality of content, online?

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Google penalizes website that carry duplicate content. This is seen as awarding low ranks to website with copied content. By hiring professional content writers originality of content could be maintained. However, this isn't a guarantee for posting original content online. What others are the ways and measures one could adhere to maintain originality of content.

Sanjay8899 (talk)01:47, 16 September 2012