So google wants us to create valuable, unique content etc how does this work for a small business like a plumber, where there is not much unique stuff to say? and you can't expect a plumber to continually maintain and add content to a website How can they win the SEO game? also, if they want to blog - does the blog need to be about plumbing - can it be abourt random stuff like ecology? - will that still help, or do you need to blog in your niche? thanks!