CONTENT CURATION AND SEO: THE MYTHS AND REALITIES

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1 CONTENT CURATION AND SEO: THE MYTHS AND REALITIES November 9, 2010 Pawan Deshpande HiveFire, Lee Odden TopRank

2 Tweets are

3 OUTLINE SEO starts with Content What is Content Curation? Example of Content Curation 4 Myths & Realities Key Takeaways

4 SEO STARTS WITH CONTENT Digital Magazines Newsletters Whitepapers Websites Microsites Press Releases Blogs Video Podcasts Virtual Events Ebooks Webinars

5 CONTENT IS WHY SEARCH EXISTS Content

6 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 Industry Blogs A New Online Marketing Process Topic site Industry News Identify Organize Share Topic Newsletter Industry Social Media Topic Social Media

7 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.

8 EXAMPLE OF CONTENT CURATION Chelmsford, MA Founded in 2000 Mobile broadband infrastructure

9 EXAMPLE OF CONTENT CURATION

10 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.

11 REALITY: CURATED CONTENT IS NOT DUPLICATE CONTENT Republish a snippet of the original article for fair use, and link to the original article. Snippet

12 REALITY: CURATED CONTENT IS NOT DUPLICATE CONTENT Context also avoids duplication Original Commentary

13

14 FEMTOHUB EXAMPLE Snippet Relevant Quotes Related Articles Original Commentary

15 FEMTOHUB EXAMPLE

16 REALITY: GOOGLE LIKES FRESH CONTENT

17 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.

18 REALITY: CURATION ATTRACTS INBOUND LINKS Digg.com: April 2009: 12,000,000 articles Femtohub.com: Almost 5,000 articles

19 REALITY: CURATION CAN MAKE YOU A THOUGHT LEADER

20 REALITY: CURATION CAN MAKE YOU A THOUGHT LEADER SEO Visibility Go-to authority Inbound PR

21 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.

22 REALITY: A SECONDARY DOMAIN CAN INCREASE YOUR SEO FOOTPRINT

23 REALITY: A SEPARATE DOMAIN MAKES YOU MORE CREDIBLE AS AN INDUSTRY RESOURCE

24 REALITY: YOU CAN RANK WELL FOR YOUR BRAND AND INDUSTRY TERMS

25 REALITY: YOU CAN RANK WELL FOR YOUR BRAND AND INDUSTRY TERMS

26 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.

27 REALITY: CURATING COMPETITOR CONTENT LET S YOU CAPTURE THEIR SEARCH VOLUME

28 REALITY: CURATING COMPETITOR CONTENT LET S YOU CAPTURE THEIR SEARCH VOLUME

29 KEY TAKEAWAYS SEO starts with content marketing. Content curation is an easy way to publish content and educate prospects. By curating 3 rd 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.

30 FURTHER READING More information: Pawan Deshpande HiveFire, Lee Odden TopRank

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