We've all heard about the value of content curation in the digital age. People put a premium on any tool that is able to help them sort through the deluge of information. And content creators have realized that they can add quick value to their sites by providing a stream of curated content that is relevant to their readers. Bruce Clay Inc., a global internet marketing solutions and optimization company, and PublishThis, a cloud-based content platform and end-to-end content marketing manager studied how curating content as a strategy effects publisher SEO.
Despite Google's Panda-update, which puts a premium on quality content - rather than keyword saturation - discourages duplicate content, the study found, "When done right, curation boosts a content strategy with content that's SEO-friendly, keyword rich and allows for authority and thought-leadership."
The researchers found that curation-based blog posts (like the one used for the study) which contain original analysis and commentary saw search engine rankings equal to a more traditional post on the same topic. "The stories you choose for your feed must be high quality as judged by a search engine. As with all links, you are vouching for the site you're linking to when you curate a story. If you link to a keyword-stuffed article, you are sending a questionable signal to a search engine," says Bruce Clay, president of Bruce Clay, Inc..
And this type of content often takes much less time than sitting down and writing and entire, in-depth blog post, which can be a major boon for companies that are crunched for time. But there are some ground rules, or best practices, you need to follow in order not to do harm to your search engine ranking:
- Text should be unique on the Web
- Sources linked to should be of high quality
- Add value to the collection
If you keep these rules in mind when writing an editorially curated post, PublishThis and Bruce Clay think you can add value to your content strategy while also reducing the time and resources needed to produce regular quality content.