THE MYTHS AND REALITIES November 9, 2010 Pawan Deshpande Lee Odden - PowerPoint PPT Presentation

CONTENT CURATION AND SEO: THE MYTHS AND REALITIES November 9, 2010 Pawan Deshpande Lee Odden HiveFire, Inc. TopRank Marketing @TweetsFromPawan @leeodden #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

SEO STARTS WITH CONTENT • Digital Magazines • Blogs • Newsletters • Video • Whitepapers • Podcasts • Websites • Virtual Events • Microsites • Ebooks • Press Releases • Webinars #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 A New Online Marketing Process Industry Topic Blogs site Industry News Topic Email Newsletter Identify Organize Share Topic Social Industry Social Media Media #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 Repub lish 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 Snippet Relevant Quotes Related Articles Original Commentary #amacurata

FEMTOHUB EXAMPLE #amacurata

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 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. #amacurata

FURTHER READING More information: www.GetCurata.com/resources Pawan Deshpande Lee Odden HiveFire, Inc. TopRank Marketing @TweetsFromPawan @leeodden #amacurata