content curation and seo: the myths and realities · • seo starts with content marketing. •...
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CONTENT CURATION AND SEO:
THE MYTHS AND REALITIES
Lee Odden
TopRank Marketing
@leeodden
Pawan Deshpande
HiveFire, Inc.
@TweetsFromPawan
November 9, 2010
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Tweets are Welcome
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@TweetsFromPawan
@LeeOdden
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OUTLINE
• SEO starts with Content
• What is Content Curation?
• Example of Content Curation
• 4 Myths & Realities
• Key Takeaways
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• Digital Magazines
• Newsletters
• Whitepapers
• Websites
• Microsites
• Press Releases
• Blogs
• Video
• Podcasts
• Virtual Events
• Ebooks
• Webinars
SEO STARTS WITH CONTENT
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CONTENT IS WHY SEARCH EXISTS
Content
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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
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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.
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EXAMPLE OF CONTENT CURATION
• Chelmsford, MA
• Founded in 2000
• Mobile broadband infrastructure
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EXAMPLE OF CONTENT CURATION
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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.
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REALITY: CURATED CONTENT IS NOT DUPLICATE
CONTENT
• Republish a snippet of the original article for fair use, and link to the original
article.
Snippet
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REALITY: CURATED CONTENT IS NOT DUPLICATE
CONTENT
• Context also avoids duplication
Original Commentary
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FEMTOHUB EXAMPLE
Original Commentary
Related Articles
Relevant Quotes
Snippet
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FEMTOHUB EXAMPLE
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REALITY: GOOGLE LIKES FRESH CONTENT
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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.
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REALITY: CURATION ATTRACTS INBOUND LINKS
• Digg.com:
• April 2009:
12,000,000 articles
• Femtohub.com:
• Almost 5,000 articles
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REALITY: CURATION CAN MAKE YOU A THOUGHT
LEADER
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REALITY: CURATION CAN MAKE YOU A THOUGHT
LEADER
• SEO Visibility
• Go-to authority
• Inbound PR
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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.
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REALITY: A SECONDARY DOMAIN CAN INCREASE
YOUR SEO FOOTPRINT
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REALITY: A SEPARATE DOMAIN MAKES YOU MORE
CREDIBLE AS AN INDUSTRY RESOURCE
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REALITY: YOU CAN RANK WELL FOR YOUR BRAND
AND INDUSTRY TERMS
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REALITY: YOU CAN RANK WELL FOR YOUR BRAND
AND INDUSTRY TERMS
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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.
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REALITY: CURATING COMPETITOR CONTENT LET’S
YOU CAPTURE THEIR SEARCH VOLUME
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REALITY: CURATING COMPETITOR CONTENT LET’S
YOU CAPTURE THEIR SEARCH VOLUME
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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.
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FURTHER READING
More information:
www.GetCurata.com/resources
Pawan Deshpande
HiveFire, Inc.
@TweetsFromPawan
Lee Odden
TopRank Marketing
@leeodden
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