#amacurata

CONTENT CURATION AND SEO:

THE MYTHS AND REALITIES

Lee Odden

TopRank Marketing

@leeodden

Pawan Deshpande

HiveFire, Inc.

@TweetsFromPawan

November 9, 2010

#amacurata

Tweets are Welcome

#AMACURATA

@TweetsFromPawan

@LeeOdden

#amacurata

OUTLINE

• SEO starts with Content

• What is Content Curation?

• Example of Content Curation

• 4 Myths & Realities

• Key Takeaways

#amacurata

• Digital Magazines

• Newsletters

• Whitepapers

• Websites

• Microsites

• Press Releases

• Blogs

• Video

• Podcasts

• Virtual Events

• Ebooks

• Webinars

SEO STARTS WITH CONTENT

#amacurata

CONTENT IS WHY SEARCH EXISTS

Content

#amacurata

WHO IS A CONTENT CURATOR?

“A Content Curator is someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.”

- Rohit Bhargava, Ogilvy & Mather

Topic Email

Newsletter

Identify Organize Share

Industry News

Industry

Blogs

Industry Social

Media

Topic

site

Topic Social

Media

A New Online Marketing Process

#amacurata

THE TWO SIDES OF CONTENT CURATION

• Marketer:

• Easy means of publishing,

fresh and relevant content on

a regular basis.

• Consumer:

• Easy means of consuming all

relevant content on a regular

basis.

#amacurata

EXAMPLE OF CONTENT CURATION

• Chelmsford, MA

• Founded in 2000

• Mobile broadband infrastructure

#amacurata

EXAMPLE OF CONTENT CURATION

#amacurata

MYTH #1: CURATED CONTENT = DUPLICATE

CONTENT = NEGATIVE SEO

• In content curation, I copy content

from other sites.

• Therefore, I am publishing duplicate

content.

• Google will penalize me for

publishing duplicate content.

#amacurata

REALITY: CURATED CONTENT IS NOT DUPLICATE

CONTENT

• Republish a snippet of the original article for fair use, and link to the original

article.

Snippet

#amacurata

REALITY: CURATED CONTENT IS NOT DUPLICATE

CONTENT

• Context also avoids duplication

Original Commentary

#amacurata

FEMTOHUB EXAMPLE

Original Commentary

Related Articles

Relevant Quotes

Snippet

#amacurata

FEMTOHUB EXAMPLE

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REALITY: GOOGLE LIKES FRESH CONTENT

#amacurata

MYTH #2: CURATION HURTS SEO BY LINKING OUT

• The more I link to external

content, the more PageRank

I am “giving away”

• I am helping other sites on

the same topic gain

PageRank while

simultaneously hurting

myself.

#amacurata

REALITY: CURATION ATTRACTS INBOUND LINKS

• Digg.com:

• April 2009:

12,000,000 articles

• Femtohub.com:

• Almost 5,000 articles

#amacurata

REALITY: CURATION CAN MAKE YOU A THOUGHT

LEADER

#amacurata

REALITY: CURATION CAN MAKE YOU A THOUGHT

LEADER

• SEO Visibility

• Go-to authority

• Inbound PR

#amacurata

MYTH #3: HOSTING CURATED CONTENT ON A

SEPARATE DOMAIN HURTS SEO

• If I create a new domain for a

topic microsite, such as

myindustry-news.com versus

hosting it at mycompany.com,

then:

• I am splitting my page rank

in half.

• People will link to the

microsite, rather than my

corporate site.

#amacurata

REALITY: A SECONDARY DOMAIN CAN INCREASE

YOUR SEO FOOTPRINT

#amacurata

REALITY: A SEPARATE DOMAIN MAKES YOU MORE

CREDIBLE AS AN INDUSTRY RESOURCE

#amacurata

REALITY: YOU CAN RANK WELL FOR YOUR BRAND

AND INDUSTRY TERMS

#amacurata

REALITY: YOU CAN RANK WELL FOR YOUR BRAND

AND INDUSTRY TERMS

#amacurata

MYTH #4: CURATING COMPETITOR CONTENT WILL

DRIVE AWAY CUSTOMERS

• Curating involves linking to

external sites.

• When a visitor clicks to read

external content, they will not

return.

• If I link to competitor websites, I

am driving visitors to my

competitors.

#amacurata

REALITY: CURATING COMPETITOR CONTENT LET’S

YOU CAPTURE THEIR SEARCH VOLUME

#amacurata

REALITY: CURATING COMPETITOR CONTENT LET’S

YOU CAPTURE THEIR SEARCH VOLUME

#amacurata

KEY TAKEAWAYS

• SEO starts with content marketing.

• Content curation is an easy way to publish content and

educate prospects.

• By curating 3rd party content, you can become a thought

leader on a specific topic.

• By becoming a thought leader, you can increase your SEO

standing with respect to that topic.

#amacurata

FURTHER READING

More information:

www.GetCurata.com/resources

Pawan Deshpande

HiveFire, Inc.

@TweetsFromPawan

Lee Odden

TopRank Marketing

@leeodden