We’ve all heard about how important it is to create high quality content to rank in the SERPs, but one aspect of marketing that is often overlooked is content curation. Both can be equally valuable and provide results that could catapult your website to the top of the rankings.
These tips will help you get started.
Curation can help to build trust
Unlike content creation, curation is about finding and sharing content that your readers will find valuable. By curating you are essentially endorsing other organizations. This way you can support products and services that resonate with you and your audience.
Building trust with your audience should not be understated. People will only buy products or services from organizations that they can trust. Endorsing others is a great way to show people that you’re free-thinking and happy to support viable businesses within your field.
Curation gives you access to better content
It’s often difficult to create content that is at the top of its game, be it due to lack of time or lack of knowledge. However, there will almost always be something out there worth sharing, giving both your website and the author a mutually beneficial platform to build upon.
For example, some topics require a large amount of research and time, such as in the law sector where it’s hugely important to ensure information is up to date with the latest legislation. A lawyer SEO expert may develop content on their website that you cannot develop yourself; therefore, curating could be a more viable option than creation.
Curation can help you acquire more links
Link building is still one of the most powerful elements of online marketing. While Google doesn’t place as much emphasis on it as they used to, it’s still one of the most effective ways to boost your rankings.
Content creators will feel a sense of pride and accomplishment when other people curate their content. This can lead to social media shares, reciprocal endorsements, and backlinks. Not only can this boost social media engagement and rankings in the SERPs, it can also expose your website to a much wider audience – people who would have otherwise not found your website.
Curation provides fresh content
Google does not regard ethically curated content as duplicate content. While duplicate content is frequently penalized for plagiarism, properly curated content is rewarded. Providing you get permission, link to your sources and clearly establish that you are sharing (or improving upon) existing content, there is no danger.
Fresh content is extremely powerful and one of the many things Google looks at when ranking a website. While quality will always beat quantity, it’s important that you show search engine bots that you’re website is active and up-to-date. Depending on the nature of your business, this could simply mean updating your blog once per month. Curated content can help you keep on track when you either haven’t had time to develop your own content, or are struggling to find topics within your niche.
Curation is NOT plagiarism
There is a world of difference between curation and plagiarism. When you curate, you gain permission from the author and credit your sources – it is your responsibility to ensure that your readers understand that you didn’t create the content yourself.
There is no cheating the internet. Plagiarism is not tolerated by the SERPs. Even if you have a short term rankings boost from using other people’s content, Google will eventually find out. Search engine algorithms are extremely complex and getting more and more adept at catching thieves. Businesses have been known to lose rankings or even get de-listed completely for such offenses.
Curation is one of many tools marketers use to gain higher rankings and brand recognition. While it provides numerous benefits, it should never replace content creation altogether – it should simply be used as a supplement. As a rule of thumb, when you’re planning on curating content always ask yourself the following: would I feel proud to have created this and will my readers appreciate it? If the answer to these questions is a resounding “yes”, then get started!Read More »