Click here to view the original Article by Meg Sutton at Content Curation & SEO: Do’s and Don’ts
Content Curation is the practice of finding, organizing, annotating and sharing the best and most relevant third-party content for your audience. There’s no doubt that curation is a growing trend in the world of content marketing. The number of concerns surrounding the practice, however, are putting doubts in the minds of content marketers before they’re able to understand the benefits of curation done right.
Content curation allows marketers to publish fresh, relevant content at a higher volume than a 100 percent content creation strategy would allow. The variety of insights content marketers are able to publish gives readers diverse perspectives and allows them to read content from their peers and other third-party sources. This makes your content more credible and positions your organization as a go-to resource. Not to mention it saves marketers time and money; and avoids burning out staff.
Many marketers are concerned that content curation means duplicate content – which could hurt search engine optimization (SEO). If content is duplicated, it could compete for search rankings. They’re also concerned with too much outbound linking, sending readers away from their site. When done right, however, outbound links and curated content can improve SEO.
Here are some do’s and don’ts for content curation SEO.
Do: Curate for your audience and not for the search engine bots.
A great marketer knows to always keep their target audience top of mind. Always. If they like your content, they will link back to you as an industry resource, and help your search engine ranking — which is far more effective than trying to “game” the system. As Google’s Matt Cutts says “Good quality trumps SEO”.
Do: Be selective about your content.
Make sure it consistently provides the most value possible for readers. Content you curate should be highly relevant to your topic and annotated with your own insights and opinions. This increases the value of content and provides more perspectives for your audience. Share curated content on multiple channels (newsletters, social media, blogs, etc.) to ensure it reaches a wide audience and gains as much exposure as possible. The more popular your content is, the more likely it’ll be to show up in search results.
Do: Annotate your curated posts and add your perspective.
Make sure the content you’ve written is longer than the excerpt you’ve taken from the original article. With curation, it’s best practice to give more than you take. There are two reasons for this:
Ethics. Search engine optimization aside, you want to make sure you are ethically curating when you are relying on someone else’s content. For further reading, take a deep dive into the ethics of content marketing.
Do: Prominently link back to the original article in your curated piece.
From an ethics standpoint, this makes it easy for readers to click to the original post for the text in full, and gives proper credit to the author. Outbound linking also improves SEO. Links to quality content show search engines that you’re a credible source with dependable information.
Do: Retitle all of your curated posts.
New titles ensure you’re not competing in search results with the original article. The content in titles is taken into deeper consideration by search engines than body text. Use this to your benefit by including your own keywords in new titles.
Don’t: Curate from single source over and over.
Readers, and search engines, rank variety as value. If your site/blog has outbound links to a variety of sites, Google will know your site is not just a front and that your content is credible and information packed.
Don’t: Share duplicate full size images.
When curating content, use only a thumbnail size of the original image to remain ethical. Best practices for search engine optimization, however, include altering the image alt text, adjusting size and creating a relevant image name. These are all things Google takes into consideration when ranking images.
The size of images also counts, though a bit indirectly. Google ranks pages on how long they take to load. Large images may slow down your page speed, which could affect your search rank. That being said, make sure the size and aesthetic of images still matches the look and feel you want on your page, just be sure to balance size with speed.
Using nofollow attributes on hyperlinks:
A nofollow is a value added to the HTML of a link that tells search engines not to consider the link when ranking it in a search index. This keeps the link juice in your curated piece and gives less SEO credit to the original source. Nofollows are unethical as they unfairly take search credit away from the original publisher. Google may also realize that you’re using too many nofollows and engaging in a practice known as “link hoarding” for which you may be penalized.
We would only recommend using nofollows for aggregated content. Aggregated content can hurt SEO because it’s duplicative with no original added insight. Using nofollows on aggregated content that you’re posting on your site can tell search engines to not credit the duplicate link.
In summary, content curation is an effective content marketing strategy to increase credibility, drive leads and improve SEO. But you have to put the work in to curate content and not just aggregate. Annotate curated content with your own insights, change titles, link to credible articles, publish from a variety of sources and ALWAYS give more than you take when it comes to third-party content.
Content Curation though a very speedy way to increase content on your Blog/Website, should not be used for Aggregation.There is a fine line when it comes to Content curation and plagiarism online, the best bet is, when in doubt, cite and link back. Proper use of Curation techniques and following the ethics can help providing quality content for your visitors as well as improve your SEO rankings. But always be sure that you follow the Do’s and Don’t as mentioned by Meg as Google can differentiate between original and duplicate. Any wrong moves with this and you could be facing anything from Copyright suits to being penalized by Google for duplicate content.
For example this is a Curated post from the Curata Blog for our audiences, but still maintains most of the original links in the Article and attributing the proper Credit to the original source. When done properly Content Curation can bring the best in your topic/niche on the platter enhancing the Visitors experience on your Blog/Website as well as improve your rank with the search engines.
Recommended Training – Ecourse
I highly recommend this course for setting up a successful Content Curation Blog / Website. You’re Curating as a hobby or as a professional, this course can help you do it the right way. Its not at all costly and covers the topic very well.
Content Marketing – How to use content curation to dramatically increase the sales of your products or services
Some Closing Words
Let us know if you’re Curating Content and the practices you use. If you plan to start a Curation Blog and are confused where to start, Contact us and we will surely help you.
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