Content curation is the practice of finding, organizing, annotating and sharing the best and most relevant third-party content for your audience. There’s no doubt curation has become an integral part of today’s content marketing. The number of concerns surrounding the practice however, have created doubt in the minds of some content marketers before they understand the benefits of curation done right.
Pros: Content curation allows marketers to publish fresh, relevant content at a higher volume than a 100 percent content creation strategy allows. The variety of insights content marketers can publish offers readers more diverse perspectives from their peers and other third-party sources. This makes your content more credible by positioning your organization as an objective, go-to resource. Not to mention it saves marketers time and money, and avoids burning out staff.
Concerns: Some marketers may be concerned that content curation means duplicate content, which may hurt search engine optimization (SEO). If content is duplicated, it would compete for search rankings. There’s also concern regarding whether content curation involves too much outbound linking, sending readers away from your site. When done right, however, outbound links and curated content can actually improve SEO.
How To Automatically Curate Content In Wordpress
A great marketer knows to always keep your target audience top of mind. Always. If people like your content, they will link back to you as an industry resource, helping your search engine ranking in the process. It’s far more effective than trying to game the system. As Google’s Matt Cutts says, “Good quality trumps SEO.”
Make sure it consistently provides the most value possible for readers. Content you curate should be highly relevant to your topic, provide more perspectives for your audience, and be annotated with your own insights and opinions in order to increase its value. Share curated content on multiple channels (newsletters, social media, blogs, etc.) to ensure it reaches a wide audience and gains as much exposure as possible. The more popular your content is, the more likely it’ll show up in search results.
If you submit your RSS feeds to Google Blog Search, Google will consider you a more credible source of information and know when you update content. Most importantly, Google will consider you as a dynamic “blog” source, rather than just a static website. This means they’ll re-crawl more often and your rankings will improve. In addition, you will not only show up in Google Search results, but Google Blog Search as well.
Incoming Links, Tagging And Content Discovery
Contrary to popular belief, Google does not factor in shares on social channels such as Twitter, Facebook, or LinkedIn to their search algorithms, because they don’t have licenses to that data. On the other hand, Google does consider activity on their own social media channel, Google+, when determining ranking status.
Make sure the content you’ve written is longer than the excerpt you’ve taken from the original article. With curation, it’s best practice to give more than you take for two reasons:
New titles ensure you’re not competing with the original article in search results. The content in titles is taken into deeper consideration by search engines than body text. Use this to your benefit by including your own keywords in new titles.
Content Curation And Marketing Tool
From an ethical standpoint, this allows readers to easily click on the original post for the full text, and gives proper credit to the author. Outbound linking also improves SEO. Links to quality content show search engines you’re a credible source with dependable information.
This is not only unethical; it hurts your SEO. If you repost too much of the original article—especially without annotating, search engines won’t be able to know which content out of yours and the original to index, or which version to rank in query results. Link metrics may also either be split between pages or designated to just one of the posts. If you do this excessively, Google may consider you a spam blog or “splog” for short.
Readers, and search engines, rank variety as value. If your site/blog has outbound links to a variety of sites, Google knows your site is not just a front and that your content is credible and information packed.
Content Curation Strategies You Need To Know In 2020
When curating content, be ethical by using only a thumbnail size of the original image. Best practices for search engine optimization include altering the image alt text, adjusting image size, and creating a relevant image name. These are all things Google takes into consideration when ranking images.
Alt text is how search engines understand the image. For example, when you see a picture of a cute puppy, you’re able to recognize what it is by looking at the picture. But search engines can’t do this, so they need text to recognize the image and rank it appropriately. Include the keywords you want to represent your image in the alt text. For example, 
lets search engines know what the content in the picture is, so it’s easier for users to find it in search queries.
The size of images also counts, although indirectly. Google ranks pages on how long they take to load. Large images may slow down your page speed, which can affect your search rank. That said, make sure the size and aesthetic of your images matches the look and feel you want on your page—just be sure to balance size with speed.
The Ultimate Guide To Content Curation: Tips & Tools
Naming images can also help when optimizing for search. Before uploading an image, give it a file name to match its context, as well as the content on the page. For example, if you’re curating a blog about the USA Olympic teams and you upload an image of the hockey team, name it USAOlympicHockeyTeam.jpeg. Makes sense, right? This not only helps Google understand the context of the image, but also ensures that the image is relevant to the page copy. Because Google considers the content of the page as a whole, this helps boost your rank on search.
A nofollow is a value added to the HTML of a link that tells search engines not to consider the link when ranking it in a search index. This keeps the link juice in your curated piece and gives less SEO credit to the original source. Nofollows are unethical because they unfairly take search credit away from the original publisher. Google may also realize you’re using too many nofollows and engaging in a practice known as “link hoarding” for which you may be penalized.
would only recommend using nofollows for aggregated content. Aggregated content can hurt SEO because it’s duplicative with no original added insight. Using nofollows on aggregated content on your site can tell search engines to not credit the duplicate link.
Why Is Digital Curation So Important For Educators In 2018?
Check out how these companies are using curation to boost their brand; some use domains, some use subdomains. Test yourself and see if you can tell which is which.
In summary, content curation is an effective content marketing strategy to increase credibility, drive leads, and improve SEO. But you have to put the work in to curate content and not just aggregate. Annotate curated content with your own insights, change titles, link to credible articles, publish from a variety of sources, and
Need more information on content curation and how it can improve your content marketing strategy? Check out ’s 2016 Content Marketing Staffing and Tactics Study for information on how to improve the SEO of your content, increase leads and drive engagement.
Ways Content Curation Will Help Your Brand In 2020
Pawan Deshpande is the founder and CEO of , a Boston-based company offering content marketing software used by thousands of marketers around the world. He spearheaded the first-ever panel at SxSW on Content Marketing in 2011, and was a 2014 Finalist for MarketingProfs B2B Marketer of the Year. Pawan was an engineer at Microsoft and Google where he was awarded patents in social networking and machine learning. He previously attended MIT where his graduate thesis won top departmental and international awards.
Pawan is also a blogger for The Huffington Post, the Content Marketing Institute, CMO.com, Forbes, Marketing Profs, and other technology and marketing publications.
Data sourced from CMP, our content marketing platform. Find out how to use ’s powerful analytics and calendar functionality to upgrade your marketing here.
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How To Curate Content That Will Help Grow Your Brand
Don’t have the time, staff, or budget to produce enough content for all of your marketing channels? Curation can help. Download our hands-on guide and learn time saving ways to sift through the noise and quickly find content gold! You’ll be curating content like a boss in no time.This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 3099067.
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