There is a positive cycle when marketers use content curation. Content creates the potential for traffic; search engine optimization drives that traffic; traffic leads to influence, leads or thought leadership. That influence affects business results, which enables continued content curation, which starts the cycle over again.
Marta Kagan of Hubspot reports that inbound marketing costs 60 percent to 62 percent less per lead than traditional outbound marketing.
Most observers therefore would say search engine optimization is an integral part of content curation efforts, since good and relevant content is useless if it cannot be found.
But there is clear evidence that content can drive SEO ranking. Wharton Marketing suggests that companies that have blogging platforms get 434 percent more indexed pages on search engines compared to the ones that do not blog, for example.
For example, using a sample population of HubSpot’s 1,531 customers, a study first determined that 795 businesses blogged and 736 did not. Traffic case study data determined that businesses who blog get 55 percent more website visitors than those who do not blog.
But SEO practices have to be handled in a reasonable way. In the “old days” webmasters filled their meta-tags with brainstormed words that sometimes did reflect the actual content provided, but in other cases simply was created as “link bait,” Optify says.
Recently, search engines have gotten much smarter about “SEO gaming,” which means increased pressure on web masters and content curators to provide high quality content that uses the durable elements of SEO in a natural way.
For example, says Optify, one company to be taught a “black hat” lesson was JC Penney. Penney’s strategy consisted of getting a high number of inbound links to jcpenney.com with anchor text like “bedding,” “area rugs” and “skinny jeans” from sites with no content or relevancy around those items.
In doing so, they broke one of the cardinal rules of search engine optimization, which is that the content you create, the pages you build, and the links you acquire should be both natural and relevant.
The obvious lesson for all content curators is that SEO techniques, which are simply part of creating content that gets found, is to use germane, accurate and authentic keywords, instead of falling prey to the temptation to use “trending terms” that are not related organically to the actual content you are curating.
The more inclined you are to acquire content or links outside of the search engines’ guidelines, the higher the probability you will get penalized, Optify says.
Curated content serves as a way to draw people to your site. In fact, traffic is one reason content curation “works.”
SEO drives content curation effectiveness. But content curation effectiveness also drives SEO, which in turn drives attention and business results. It’s a virtuous cycle.