Getting Content Curation Right for your SEO Process at #smx #smxmuenchen

transcript

#contentcuration AT #smxmuenchen by @aleyda from @woorank

getting content curation right

Hallo München

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

I’M ALEYDA SOLIS, INTERNATIONAL SEO CONSULTANT,

HEAD OF DIGITAL STRATEGY AT WOORANK

LET’S TALK ABOUT CONTENT

IT ALLOWS YOU TO COMMUNICATE & DRIVE BUSINESS

it’s a fundamental ingredient of your seo

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

but it needs to be OF *quality*

not this

ONLINE BAMBU FOR A HUNGRY GOOGLE PANDA

LIKELY TO BE PENALIZED too

HOW can you IMPROVE and scale your CONTENT?

“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

WHAT IS CONTENT CURATION?

“Content curation is the process of collecting, organizing and displaying information relevant to a particular topic or area of interest.”

WHICH ARE THE TYPES OF CONTENT CURATION

1. AGGREGATION

2. DISTILLATION

3. ELEVATION

4. MASHUP

5. CHRONOLOGY

WHICH ARE THE TYPES OF CONTENT CURATION

1. AGGREGATION

2. DISTILLATION

3. ELEVATION

4. MASHUP

5. CHRONOLOGY

Check it out: http://www.rohitbhargava.com/2011/03/the-5-models-of-content-curation.html

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

follow a process

AUTOMATE AND SCALE

let’s see how

1. GATHER RELEVANT CONTENT INPUT

THE CURRENT CONTENT SUPPLY & characteristics

Your own MOST SHARED contentMost shared content in Social Networks

Anchor text used to link the most shared pages

in the most popular networks

Percentage of content shared per social network

it’s time to spy

Percentage of content shared per social network

Now crawl your competitors site and integrate it all!

Your OWN & your COMPETITORS MOST LINKED CONTENT

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

AUTOMATE IT: RECEIVE ALERTs FOR NEW LINKS with ifttt

Your COMPETITORS BEST SEARCH PERFORMING CONTENT

Your community & influencers popular content

Your industry most SHARED content

NOW YOU KNOW WHAT THERE’S ALREADY OUT THERE

THE EXISTING CONTENT DEMAND

Your SEARCH audience RELEVANT QUERIES

Google Suggests on Steroids

Your SEARCH audience RELEVANT QUERIES

Your COMMUNITY questions

AUTOMATE IT: ARCHIVE relevant QUESTIONS WITH IFTTT

AUTOMATE IT: set alerts for new relevant queries

YOUR INDUSTRY WEB CONTENT REQUESTS

AUTOMATE IT: GET ALERTS FOR RELEVANT HARO REQUESTS

Only those about your relevant topics

NOW YOU KNOW WHAT YOUR AUDIENCE WANTS

and it’s time to PUT THE FINDINGS TO WORK

2. FILTER THE CONTENT

IDENTIFY TOP PERFORMING CONTENT CHARACTERISTICS

Content Supply

Content Demand

What differentiates this content from the rest?

IDENTIFY TOP PERFORMING CONTENT CHARACTERISTICS

Content Supply

Content Demand

What differentiates this content from the rest?

Length

Format

Purpose

AND THE UNFULFILLED DEMAND

Content Supply

Content Demand

Length

Format

Purpose

What’s the unfulfilled demand with the relevant characteristics

WHICH TYPE OF CONTENT CURATION CAN YOU LEVERAGE?

Content Supply

Content Demand

Length

Format

Purpose

What’s the unfulfilled demand with the relevant characteristics

1. AGGREGATION

2. DISTILLATION

3. ELEVATION

4. MASHUP

5. CHRONOLOGY

WHERE WOULD IT FIT IN YOUR CONTENT MATRIX?

THANKS HANNAH!

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

WHERE WOULD IT FIT IN YOUR CONTENT MATRIX?

NOW YOU HAVE THE CRITERIA TO PRIORITIZE IT

3. IDENTIFY THE OPPORTUNITIES

assess the opportunity for the identified content

Relevance Audience Unfulfilled Demand Feasibility Profitability

Channel Promotion Timing Format

YOU CAN NOW IDENTIFY THE BEST FIT FOR YOU

FULFILLING YOUR OWN AND AUDIENCE NEEDS

following a process

to achieve se0 success

LET’S SEE some examples

aggregation

CHRONOLOGY

aggregation

MASHUP

CHRONOLOGY

MASHUP

aggregation

distillation

CHRONOLOGY

MASHUP

AND SOME MORE RESOURCES

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

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

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

RAISE YOUR HANDS

DO YOU HAVE QUESTIONS?

vielen Dank!

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

images under creative commons

http://www.flickr.com/photos/seeminglee/4041872282/

http://www.flickr.com/photos/definite_yes/11130394375/

http://www.flickr.com/photos/nathaninsandiego/5465079549/

http://www.flickr.com/photos/definite_yes/11130394375/

http://www.flickr.com/photos/timtom/6837380785/

http://www.flickr.com/photos/no1nos/12796459964/

http://www.flickr.com/photos/afagen/3002609890/

http://www.flickr.com/photos/tlimphotography/9551905429/

Getting Content Curation Right for your SEO Process at #smx #smxmuenchen

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