Speaking of uniqueness, I briefly worked for a company that provided airlines with a really unique value proposition for SEO, which is a great example of how doing your own thing can be a really valuable proposition. What this company did was create landing pages for each one of the airline’s routes. That means that this company created a web page for New York to Chicago, Chicago to New York, New York to Boston, Boston to New York, Boston to San Diego, San Diego to Boston, etc, etc, etc…