As online purchases, commercial transactions and other e-commerce activities have gone mainstream. And businesses, both online and offline, now find themselves more than ever before battling for top search rankings and the attention of Internet users. Integral to any Google-acceptable search engine optimisation (SEO) is an effective web page content strategy that is based on original, fresh and relevant information, including content curation.
Because no one has a monopoly on quality and useful information on the Internet, mixing original content with shared online resources can arouse interest, increase site traffic and promote site stickiness, for SEO.
What is content curation?
Content curation is a method of seeking, presenting and sharing consolidated content from various Internet sources. Examples include RSS feeds, shared links posted on blogs, social media feeds, and online news mashups. Curated content comes in various types such as:
- Audio files
- Any other online digital content that can be shared and curated.
Benefits of curated content
Build web page content: Articles, images and videos provide substance to websites and help demonstrate one’s expertise in a chosen field or specialty. Setting up a website with basic content such as the Home Page, About and Products and Services Pages is not enough. It must also have regular updates to retain a loyal following and grow its base of potential clients.
For many, building web page content or updating it frequently can be a challenge. Webmasters or site owners may not have the interest or talent to write articles or create videos. Of course, if you choose to outsource your website content creation, you are way ahead – it is your quality content that others will curate! However, by curating the content of others, you can easily populate and update your website with hot topics and interesting content.
Time management: Research, writing or creating web page content can take time if you try to do it all yourself, but this type of content, that only appears on your website – unique and original – is vital. If you can’t do it, find someone who can – someone who ‘gets’ your business and its market and objectives. This will allow you to focus on your core competencies, and on building your business.
But, to supplement it, and especially for feeder sites, the Internet is a goldmine of interesting content ready for curation.
Effective SEO: Google and other search engines love fresh content – so your website that is updated regularly with fresh and relevant content may boost search rankings (but beware: the search engine algorithm changes could change). Other factors affecting a website’s search rankings include relevance, site authority, and number of inbound links. Curated content, combined with original content, is, at the moment, a good web content strategy. It can attract search engines which will index the updated web pages frequently.
However, posting fresh content which is focused on specific topics, and which is curated by others, will increase your site’s relevance on a given subject, promote numerous inbound links from quality sites which help build credibility on the Internet.
Keep audience informed: Many Internet users seek information before deciding to buy something online. To help build their trust in your site, and your authority within your niche, curated content on important topics will help – content that answers common questions or solves problems for a target audience. Add a visible call to action or link to a landing page and measure the results.
How to implement content curation
Content curation involves searching, making some sense of information found, and displaying content in an organised manner, with the target audience in mind. A good grasp of the business and knowledge of the needs, wants and profile of the potential client can lead to effective curation.
Search and sift through content found online: Choose content coming only from reputable sources, sort the information and discard or set aside unrelated information for future use. Tip: Select only the best content for sharing with site visitors or an online community.
Arrange content: It’s essential that shared content be arranged in a logical order for the collage to make sense to website visitors. Annotate entries, images or videos whenever necessary to provide cohesion among various content. You might like to make this a ‘weekly roundup’ type post.
Share content: After determining their order of appearance on the web page, curated content may now be shared with others. Add social sharing buttons to boost dissemination in various social networks.
Best practices in content curation
- Acknowledge creators or sources of curated content. Post or share links to the online source and thank them for their resources.
- Create content for curation. Be part of the content ecosystem by creating original, interesting and relevant content which others may also share.
- Follow a schedule for curation. Consistency in updating website content is the key to successful content curation.
- Choose quality online resources and avoid automating curation. Automated publication of borrowed content may trigger the Google Panda algorithm which penalises content farms or websites which regular churn out poor quality content.
- Mix curated content with original content: While curated content may boost site traffic due to high value information they provide, Google and other search engines still place a premium on original content for determining search rankings. The best web content strategy for SEO involves mixing original content with curated content.
Curated content is not simply researched content for websites. Content curation starts with searching for resources online and continues with sifting, sorting, organising information for it to make sense to the intended reader. Careful presentation and sharing of the information complete the process of curation. Knowing what topics appeal to readers, where to find quality resources, how to arrange information and share them online requires skills and plenty of time.
Don’t know how to incorporate curated content? The personalised web content writing service offered by Kerry Finch Writing can populate your website with original web page content and integrate curated content relevant to your business.