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