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The benefits of
Content Curation for SEO
Stuttgart library. Photo by Kraufman/Hörner
Wait… I thought Google hated duplicated content.
How can Content Curation be good for SEO?
The thing is:
Content Curation is NOT duplicated content
Duplicated
• Copy/paste = repeat
• Deprives original content
owner from traffic
• Unethical to content creators
• Infringes copyright
• Adds no value to readers
• Penalized by Google
Curated
• Link to = quote
• Drives traffic to original content
owners
• Beneficial to content creators
• Fair Use legal doctrine
• Adds value to readers
• Valued by Google
(Also watch this video by Google‟s Matt Cutts)
Duplicate content
“Oh! I really like that article.
Let‟s copy/paste all of it on my blog”.
Curated content
“Oh! I really like that article.
I‟m going to share it with my own
insight to engage my audience”.
Click to read through:
-Drives traffic to original site
-Vets original content as worth reading
-Encourages further sharing
Short snippet of the article.
Added commentary from the curator:
context, opinion, perspective, links to other pieces… = value added
Source attribution
New SEO rules
Freshness Relevance
Quality
Fresh Content helps SEO
But Content takes time and money
Type of content Cost to produce Time to produce
Blog 2-4 man hours 1-3 days
Infographic $2,000-$10,000 3-6 weeks
Video $5,000-$150,000 4-12 weeks
White paper 5-20 man days 3-8 weeks
“Content curation helps your freshness
factor”
88% of professionals found content curation helped them find
the time to publish more content
Source: Impact of Content Curation on Business Goals survey
Jason DeMers,
Founder & CEO of the AudienceBloomagency
Source: 6 Facts About Content Curation and SEO You May Not Know
SEO needs relevant content
Content Curation helps you stay focused
on the topics of your niche
Content Curation helps you organize
content for greater relevancy
By categorizing by topic, adding tags and cross-linking.
Content curation will help you rank for the long-tail
keywords / keyword combinations of your niche
Content curation will help you rank for the long-tail
keywords / keyword combinations of your niche
SEO Quality: social proof
Publishing curated content will help you
get inbound links
By being a great resource others can point to.
Good content curation drives social
shares
Through shares, retweets or blog links from your
audience…
… and from the authors your curated.
Content Curation is a form of authorship
Google Authorship drives higher visibility in SERP and
more clicks from social graph.
Ok… but is this proven to work?
The Bruce Clay experiment:
or how content curation can rank #1 on Google
0
2
4
6
8
10
12
Automated duplication Editorialized curation Editorialized curation + excerpt from
original
Ranking in Google Search results - benchmark
Source: SEO-Friendly Content Curation in a Post-Panda World
We asked 1,550 professionals:
Did Content Curation help with regards to…
Source:Impact of Content Curation on Business Goals survey
Where Curation Traffic comes from:
data from 65M+ curated posts through Scoop.it
Source: Where content curation traffic comes from
How to:
8 Content Curation best practices for SEO
Focus on well-defined topics
Be relevant & consistent
Source: Where content curation traffic comes from
Curate from reliable sources
“As with all outbound links, it‟s
critical that you‟re linking only
to „good neighborhoods‟”
Jason DeMers,
Founder & CEO of the AudienceBloomagency
Source: 6 Facts About Content Curation and SEO You May Not Know
Keep snippets short
Short snippet of the article.
Add insights
Added commentary from the curator:
context, opinion, perspective, links to other pieces… = value added
Attribute
Source attribution
Share to social networks – including Google+
Integrate Google authorship
with your content curation hub
Get started
Give it a try
Or get in touch:
@scoopit
business@scoop.it
Discover Curate Publish
Some people and content who inspired this
presentation
• Jason DeMers, Founder & CEO of the AudienceBloom
agency: http://sco.lt/6sagxl and http://sco.lt/9Ll2SP
• Chris Dyson, TripleSEO: http://sco.lt/5ba7vd
• GinalucaFiorelli, professional SEO at IloveSEO.net:
http://sco.lt/8GDTN3
• Matt Cutts, Google: http://sco.lt/9KuGP3

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Benefits of content curation for seo

  • 1. The benefits of Content Curation for SEO Stuttgart library. Photo by Kraufman/Hörner
  • 2. Wait… I thought Google hated duplicated content. How can Content Curation be good for SEO?
  • 3. The thing is: Content Curation is NOT duplicated content Duplicated • Copy/paste = repeat • Deprives original content owner from traffic • Unethical to content creators • Infringes copyright • Adds no value to readers • Penalized by Google Curated • Link to = quote • Drives traffic to original content owners • Beneficial to content creators • Fair Use legal doctrine • Adds value to readers • Valued by Google (Also watch this video by Google‟s Matt Cutts)
  • 4. Duplicate content “Oh! I really like that article. Let‟s copy/paste all of it on my blog”.
  • 5. Curated content “Oh! I really like that article. I‟m going to share it with my own insight to engage my audience”. Click to read through: -Drives traffic to original site -Vets original content as worth reading -Encourages further sharing Short snippet of the article. Added commentary from the curator: context, opinion, perspective, links to other pieces… = value added Source attribution
  • 6. New SEO rules Freshness Relevance Quality
  • 8. But Content takes time and money Type of content Cost to produce Time to produce Blog 2-4 man hours 1-3 days Infographic $2,000-$10,000 3-6 weeks Video $5,000-$150,000 4-12 weeks White paper 5-20 man days 3-8 weeks
  • 9. “Content curation helps your freshness factor” 88% of professionals found content curation helped them find the time to publish more content Source: Impact of Content Curation on Business Goals survey Jason DeMers, Founder & CEO of the AudienceBloomagency Source: 6 Facts About Content Curation and SEO You May Not Know
  • 11. Content Curation helps you stay focused on the topics of your niche
  • 12. Content Curation helps you organize content for greater relevancy By categorizing by topic, adding tags and cross-linking.
  • 13. Content curation will help you rank for the long-tail keywords / keyword combinations of your niche
  • 14. Content curation will help you rank for the long-tail keywords / keyword combinations of your niche
  • 16. Publishing curated content will help you get inbound links By being a great resource others can point to.
  • 17. Good content curation drives social shares Through shares, retweets or blog links from your audience… … and from the authors your curated.
  • 18. Content Curation is a form of authorship Google Authorship drives higher visibility in SERP and more clicks from social graph.
  • 19. Ok… but is this proven to work?
  • 20. The Bruce Clay experiment: or how content curation can rank #1 on Google 0 2 4 6 8 10 12 Automated duplication Editorialized curation Editorialized curation + excerpt from original Ranking in Google Search results - benchmark Source: SEO-Friendly Content Curation in a Post-Panda World
  • 21. We asked 1,550 professionals: Did Content Curation help with regards to… Source:Impact of Content Curation on Business Goals survey
  • 22. Where Curation Traffic comes from: data from 65M+ curated posts through Scoop.it Source: Where content curation traffic comes from
  • 23. How to: 8 Content Curation best practices for SEO
  • 25. Be relevant & consistent Source: Where content curation traffic comes from
  • 26. Curate from reliable sources “As with all outbound links, it‟s critical that you‟re linking only to „good neighborhoods‟” Jason DeMers, Founder & CEO of the AudienceBloomagency Source: 6 Facts About Content Curation and SEO You May Not Know
  • 27. Keep snippets short Short snippet of the article.
  • 28. Add insights Added commentary from the curator: context, opinion, perspective, links to other pieces… = value added
  • 30. Share to social networks – including Google+
  • 31. Integrate Google authorship with your content curation hub
  • 32. Get started Give it a try Or get in touch: @scoopit business@scoop.it Discover Curate Publish
  • 33. Some people and content who inspired this presentation • Jason DeMers, Founder & CEO of the AudienceBloom agency: http://sco.lt/6sagxl and http://sco.lt/9Ll2SP • Chris Dyson, TripleSEO: http://sco.lt/5ba7vd • GinalucaFiorelli, professional SEO at IloveSEO.net: http://sco.lt/8GDTN3 • Matt Cutts, Google: http://sco.lt/9KuGP3