Getting content curation right for your SEO

#contentcuration AT #smxmuenchen by @aleyda from @woorankgetting content curation right... #contentcuration AT #smxmuenchen by @aleyda from @woorankWHAT IS CONTENT CURATION?. #contentcur

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#contentcuration AT #smxmuenchen by @aleyda from @woorank

getting content curation right

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Hallo München

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HERE’S WHAT I’VE LEARNED FROM +7 YEARS DOING SEO

I’M ALEYDA SOLIS, INTERNATIONAL SEO CONSULTANT, HEAD OF DIGITAL STRATEGY AT WOORANK

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LET’S TALK ABOUT CONTENT

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IT ALLOWS YOU TO COMMUNICATE & DRIVE BUSINESS

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it’s a fundamental ingredient of your seo

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http://searchengineland.com/google-changes-ranking-advice-says-build-quality-sites-not-links-163931

but it needs to be OF *quality*

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not this

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ONLINE BAMBU FOR A HUNGRY GOOGLE PANDA

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LIKELY TO BE PENALIZED too

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HOW can you IMPROVE and scale your CONTENT?

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“CONTENT CURATION” CAN PROVIDE YOU A SOLUTION

Hey Girl,  

i can help your content to become relevant, attractive,

useful, timely, engaging and aligned with your goals

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WHAT IS CONTENT CURATION?

“Content curation is the process of collecting, organizing and displaying

information relevant to a particular topic or area of interest.”

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WHICH ARE THE TYPES OF CONTENT CURATION

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WHICH ARE THE TYPES OF CONTENT CURATION

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HOW DO I USE THIS TO IMPROVE MY CONTENT & SEO?

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follow a process

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AUTOMATE AND SCALE

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let’s see how

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1 GATHER RELEVANT CONTENT INPUT

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THE CURRENT CONTENT SUPPLY & characteristics

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Your own MOST SHARED content

Most shared content

in Social Networks

Anchor text used to link the most shared pages

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in the most popular networks

Percentage of content shared

per social network

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it’s time to spy

Percentage of content shared

per social network

Now crawl your competitors site

and integrate it all!

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Your OWN & your COMPETITORS MOST LINKED CONTENT

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Your OWN & your COMPETITORS MOST LINKED CONTENT

Remember it’s a reference not about “absolute” numbers

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AUTOMATE IT: RECEIVE ALERTs FOR NEW LINKS with ifttt

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Your COMPETITORS BEST SEARCH PERFORMING CONTENT

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Your community & influencers popular content

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Your community & influencers popular content

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Your industry most SHARED content

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NOW YOU KNOW WHAT THERE’S ALREADY OUT THERE

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THE EXISTING CONTENT DEMAND

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Your SEARCH audience RELEVANT QUERIES

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Google Suggests

on Steroids

Your SEARCH audience RELEVANT QUERIES

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Your COMMUNITY questions

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AUTOMATE IT: ARCHIVE relevant QUESTIONS WITH IFTTT

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AUTOMATE IT: set alerts for new relevant queries

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YOUR INDUSTRY WEB CONTENT REQUESTS

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AUTOMATE IT: GET ALERTS FOR RELEVANT HARO REQUESTS

Only those about your relevant topics

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NOW YOU KNOW WHAT YOUR AUDIENCE WANTS

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and it’s time to PUT THE FINDINGS TO WORK

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2 FILTER THE CONTENT

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IDENTIFY TOP PERFORMING CONTENT CHARACTERISTICS

What differentiates this content from the rest?

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IDENTIFY TOP PERFORMING CONTENT CHARACTERISTICS

What differentiates this content from the rest?

LengthFormat

Purpose

Topic

StyleType

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AND THE UNFULFILLED DEMAND

LengthFormat

Purpose

Topic

StyleType

What’s the unfulfilled demand with the relevant characteristics

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WHICH TYPE OF CONTENT CURATION CAN YOU LEVERAGE?

LengthFormat

Purpose

Topic

StyleType

What’s the unfulfilled demand with the relevant characteristics

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WHERE WOULD IT FIT IN YOUR CONTENT MATRIX?

THANKS HANNAH!

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THANKS HANNAH!

Check it out: https://www.distilled.net/blog/the-content-matrix/

WHERE WOULD IT FIT IN YOUR CONTENT MATRIX?

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NOW YOU HAVE THE CRITERIA TO PRIORITIZE IT

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3 IDENTIFY THE OPPORTUNITIES

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assess the opportunity for the identified content

Relevance Audience Unfulfilled Demand Feasibility Profitability

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Channel Promotion Timing Format

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YOU CAN NOW IDENTIFY THE BEST FIT FOR YOU

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FULFILLING YOUR OWN AND AUDIENCE NEEDS

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following a process

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to achieve se0 success

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LET’S SEE some examples

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aggregation

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CHRONOLOGY

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aggregation

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MASHUP

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CHRONOLOGY

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MASHUP

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aggregation

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distillation

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CHRONOLOGY

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MASHUP

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MASHUP

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AND SOME MORE RESOURCES

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Find it at http://moz.com/blog/content-curation-guide-for-seo

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Find it at

http://pt.slideshare.net/CurataTeam/curation-rockstar-curatacontentmarketingworld2013

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Find it at

http://www.searchenginejournal.com/guide-content-curation-seo/80773/

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RAISE YOUR HANDS

DO YOU HAVE QUESTIONS?

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vielen Dank!

YOU CAN DOWNLOAD THE SLIDES FROM http://bit.ly/contentcurationseo

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images under creative commons 

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