Understanding Search Engine Optimization Content Curation: The Dos, Donts, And Everything You Need to Know

in Marketing by Nick Brown

Understanding Search Engine Optimization Content Curation: The Dos, Donts, And Everything You Need to Know

In our modern society, the internet plays a part in almost everything we do. This is also true for businesses. Every organization looking to expand needs an online presence. But a professional website alone is not enough to achieve success.

If you’re just starting online, there are many factors that you need to determine. What products will you specialize in? Will you choose traditional or SaaS pricing? You might even google "DocuSign vs HelloSign" to help you figure out the best option for signing your company's sensitive documents. When mulling over these decisions, don’t overlook one crucial factor: search engine optimization (SEO).

SEO is one of the most important factors for online businesses, determining your position in search engine results.

Many elements influence SEO, ranging from choice of keywords to ensuring fast webpage response speeds. But one important (and often overlooked) factor is content curation. Done correctly, content curation can provide value to your followers and improve your search engine optimization content.

What is Content Curation?

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Even if you haven’t heard of content curation, you have probably heard the term curator. A curator decides which pieces should be displayed within a gallery or museum. Content curation works similarly. Unlike content creation, it does not entail writing original posts. Instead, it involves sharing and adapting posts that are written by other people and related to your industry.

A curator may look at a relic or piece of artwork and ask, ‘Does this fit within my exhibition?’ Similarly, you should look at an article and ask yourself, ‘Will sharing this article bring value to my audience?’

Understandably, some people have concerns about content curation. Sharing duplicate content can hinder, rather than help, a search engine optimization content strategy. But if the right steps and care are taken, content curation can be valuable to your website.

How can Content Curation Help SEO?

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Content curation is driven by shares on social media, or by users visiting a page on your website. If you choose to curate an article and receive a limited audience response, you are doing little to help your SEO. But if a curated article receives lots of shares and interactions, you’ll gain followers, and more people will visit your website.

For a successful content curation strategy, you’ll need a keen eye to spot relevant content.

Some Advantages of Content Curation

There are many benefits linked to content curation. Here are a few reasons why you should start curating content today.

You Can Stay on Top of Trends

Knowing the latest industry trends, and responding to them, is a key part of SEO. If a topic is trending, people are searching for it. If your website contains content that relates to a trending topic, people are more likely to find you.

But keeping on top of trends isn’t always easy, especially if you are trying to create original content. To be on the ball, you are constantly having to create content as soon as a new trend emerges. By curating content instead, you can keep on top of trends and share high-quality articles as they are written. 

It Keeps Your Calendar Full

A successful content strategy ensures that your blog and social media pages are regularly updated. This means posting throughout the week. If you’re relying on original content, you will have to devote time and resources to ensure that work is created.

By curating blog posts and articles that are already written, you can ensure that your content calendar remains full. This keeps your audience engaged and helps to drive conversions to your website.     

Curation Can Engage Your Audience

Success on social media is driven by engagement. A successful brand can engage its audience with posts that are relevant to their interests. The more responses a post gets, the more people that find it and the more shares that it receives. Content curation is an easy way of sharing content that your audience will respond to. 

Where to Start with Content Creation

So, you’re keen to make a start with content curation? As we’ve discussed, there are many reasons why you might want to build curation into your content strategy. But where should you begin? Let’s start with the basics…

Understand your Audience

This might sound basic, but how well do you really know your audience? Every business must learn its audience inside and out. Without a proper understanding of your audience, you won’t know what content to share. 

Launch a Survey

There are various steps that you can take to learn more about your audience. An excellent place to start is with a survey. Think about the different information that you would like to learn about your audience. Structure your questions around this information. Surveys can then be sent to your email subscribers or social media followers.

Don’t be hesitant about asking customers their opinions; 90% of consumers are willing to share data with brands if it makes their shopping experience easier. 

Use Analytics

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Thanks to advancements in technology, we can learn more about our customers than ever before. An excellent example of this is Google Analytics (GA), a free tool that was developed to inform us about how people use our website.

GA can provide us with basic information, such as the number of visitors on a certain day, or the most popular pages on your site. But it can also deliver a deep dive into your website users. This includes information such as a customer’s demographic, interests, and geographic location.

GA is a must for all businesses. The information that it provides can help with many aspects of running a business. This ranges from digital marketing to ecommerce personalisation. GA is an easy and free way to learn about your customers and shouldn’t be overlooked by businesses.

Create a Customer Persona 

A customer persona is an excellent way of conceptualizing your target customer. To create a customer persona, you start by imagining a fictional customer. You then describe their background, family life and annual income. By creating a customer persona, you can begin to understand their interests and the kinds of content they might be interested in.

Look to the Past

Has a certain piece of curated content received more shares than others? If so, this is a good indication that similar pieces will be successful. As the expression goes ‘if it ain’t broke, don’t fix it’. Tried and tested subjects can lead the way for your content curation strategy.

If you’re new to content curation and don’t have previous experience, research the strategies of competitors. Platforms such as Twitter, Facebook, and Reddit are filled with examples of successful content curation. Obviously, don’t copy these examples. Instead, use them for inspiration, and as a way of planning future strategies.

Look for High Quality Sources

Just because a blog article relates to your field, doesn’t mean that you should share it. A post could be poorly written and full of typos – is this the kind of content you want to send to your followers? 

This is especially true if you plan to post a sample of a blog on your own webpage. Poorly written content is penalized by search engines. If you want to boost your search engine optimization content strategy, make sure to search for high quality content that will bring value to your audience.

The best way to find content is by looking for pieces that have received many views and shares. If a piece is already performing well, it will likely be effective as curated content.

Some Areas to Avoid

Curating content might sound simple, but there are several pitfalls that businesses often fail to avoid. 

Don’t Copy Complete Articles 

If you choose to share third-party content on your website, avoid copying articles in their entirety. As we have explained, duplicate content is penalized by search engines. To avoid repercussions, make a piece your own. Add annotations, titles, and additional information where appropriate.

It’s also good practice to link to an original article when curating. If you’re looking to build backlinks (and if you want to improve your search engine optimization content, you should be), it’s important that you are seen as authentic. Always remember, the goal is curation not copying.

Avoid Sharing Irrelevant Content

Remember, when sharing content, the objective is always to add value to your audience. A blog filled with cat pictures may be receiving many views, but it is probably not right for your followers. Stick with content that relates to your industry and is well written. Anything else will look like an obvious bid for shares and will not help your SEO.

With digital marketing tools, you can better judge the kinds of content that will receive more views.

Don’t Always Curate from the Same Source

The purpose of content curation is to share articles from multiple sources. By doing so, your audience does not have to seek out content – you deliver it to them. If you’re constantly sharing articles from the same source, you are failing to bring value to your audience. After all, your followers could easily visit the source and receive the same information.

Compile a list of the best sources for content and alternate between them.

Get Started Now

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Whether you’ve just decided to start an online store or are already well established, content curation should not be overlooked.

It’s a useful way of bringing value to your audience and boosting your search engine optimization content. It’s essentially a win-win; your audience seeks engagement, and you want to improve your SEO. Content curation can help you to meet both goals.  But remember, there are some pitfalls that you should avoid.

High quality content curation takes time and effort. It’s not about finding clickbait or unrelated articles; you need to bring value to your audience. If you follow the steps outlined here, you’ll be well on your way to forming a successful content curation strategy. 

So, what are you waiting for? Get started today!  

About the Author

Nick Brown

Nick Brown is the founder & CEO of accelerate, a SaaS digital marketing agency who exclusively partners with enterprise tech companies to scale their SEO, provide professional SEO services, and content marketing. Nick has launched several successful online businesses, written and published a book and grown accelerate from a UK based agency that now operates across US, APAC and EMEA.

Full Biography

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