Content Curation and SEO

Written by: Jason Bayless | May 12, 2014

Content curation is an attractive option for business owners and bloggers who don’t have time to spend on hours of research for each blog post. But you know that a regularly updated blog is essential for keeping your search engine rankings high. And you never know which blog posts will generate scads of traffic and high placement in the search results–either because the topic is timely or because the subject matter is evergreen.

Content curation simply means collecting links to similar content in one place and thus creating new value for the reader. That value differs depending on the type of content curation you choose to use (hat tip to SearchEngineJournal for the types of content curation):

  • You can provide a few links that present a general overview of the topic–this is called the “elevation” approach.

  • You can aggregate content, simply collecting the most relevant content you can find about a given topic into one blog post without adding much or any of your own commentary.

  • You can use chronological curation, which is when you cover a topic based on a timeline of its development (for instance, the history of a particular lawsuit or the development of a technology).

  • Distillation is when you distill the wider coverage of a topic down to a single relevant post that clarifies and explains it for readers. This requires a lot more original content.

  • You can use a mash-up approach, in which you link to content with different views of the topic and then give your own point of view. This is the type of content curation that usually requires the most original content from the blogger.

For a busy blogger, content curation offers a wealth of content ideas and an easy way to publish useful content without doing hours of research. But what do search engines think of curated content?

The curated content blog posts that have been shown to be the most effective, from an SEO standpoint, are the ones with the most original content added (no surprise there). So the “mash-up” or “distillation” approaches are best, though they require a bit more work. But even the aggregation approach is fine with Google as long as some original content is involved.

Even if you need to do a bit of research to find opposing points of view or back up your own arguments, the result is worth the extra bit of work. And even the curated content blog posts with the most original content are somewhat easier than starting from scratch.

Will your readers appreciate a curated content post? Actually, that’s what many readers have come to expect from bloggers: An overview of a topic or your own opinion of it, with a collection of helpful links for further research. So yes, content curation can be a popular blogging style with readers that is easy on the blogger and also works well for SEO. Win-win! Just make sure to include plenty of your own original content, with your voice and expertise, for best results.