The Way We Search: Trend #4 – Content Curation


You remember the game “Telephone,” don’t you? That’s where you sit in a circle with your best buds and a single phrase is whispered down the line until the final participant reveals wording that’s usually a significant—and often humorous—departure from the original. While misinterpretation is harmless in the context of a game, it can damage your company’s reputation when repurposing existing content from another source for your website. This brings us to trend #4 in our monthly series, The Way We Search: Must-Know SEO Trends for Modern Marketers: Content Curation.

Content curation is a must-know practice that you can use to not only generate new content for your company, but also to boost your SEO rankings through the repurposing of existing content from truthful, credible, and reliable sources.

Some marketers say that producing original content can be a headache. If you’re among them, consider content curation as a practical way to support your message by finding, collating, consolidating, and sharing content that has high value and utility for your audience. By curating content, you can say something new to your audience without reinventing the wheel.

Beyond expanding your message and cultivating your reputation as a thought leader, content curation can greatly improve your SEO rankings when used correctly. Here are a few best practices to consider.

Be original. Search engines, like Google, take notice when you use links to credit a source for information, as long as it is in conjunction with original content. Google is not a fan of duplicate content. So much so that if there is not enough unique content, you may notice negative performance results in search engines. Therefore, be sure that you have an abundance of original content included in the curation process.

Don’t spam. To reap the SEO benefits of content curation, make sure you are linking to high-quality, trustworthy sites—rather than sites that appear questionable and can be identified or mistaken for being a part of a spam network. If you do, Google may associate you as being affiliated and that can hurt your reputation big time when it comes to search engine rankings. And you definitely don’t want that!

Build relationships. Take the time to build relationships with the sources you are using for your curation. If your source has valuable insights, reach out to them. It can be simply to thank them for the great information, or to ask them for permission to include their content within your piece. This can be a great way for your source to become aware of your article and even share it across their own social networks, which screams more traffic and more attention from Google!

So now that you know the proper way to curate content, writing that next blog post, journal, or memo shouldn’t be all that hard, huh? The gist of it is that you find an existing article applicable to your business, the original source receives the credit through a mention and/or hyperlink, and your reader’s benefit from the information. If you get that down, your SEO rankings should be soaring upward in no time.

In the next installment of The Way We Search, we’ll explore the countless benefits that the continued craze of apps can bring to your business. Stay tuned!

Lauren Daly
Digital Art Director & Developer

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