As an SEO Campaign Manager here at Blue Corona, one of the first questions I ask a brand new client is, “Who are some of the genuine authorities in your industry that you do not compete with?” As long as I’m working with a fairly sophisticated client, the answer to this question ultimately creates the foundation of my content marketing strategy. Now, all of a sudden, I have access to a wealth of quality content and outbound linking prospects. Content and links—internal, outbound, and external—are vital to the success of any SEO campaign.
Build Authority with Content Curation
When you provide us with the true authorities in your industry, we can begin the process of building your website as an authority by creating highly useful, informative content that your readers will enjoy and want to share. As your website becomes an authority—it will also enjoy more traffic (and leads!). Google’s Panda update is designed to “provide better rankings for high-quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis, and so on.”
Matt Cutts, the head of Google’s quality control team, announced at SMX Advanced that the Panda algorithm is still being updated roughly every month, but that the update is rolled out slowly throughout the month. The bottom line is simple: create high quality content to keep your website in Google’s good graces.
How can you produce authoritative content that boosts the ranking power of your website? You can begin curating content from the genuine leaders in your industry. Content curation involves gathering and organizing quality content from authoritative sources and then presenting this information—often in a mashed up way—to your audience in a concise, coherent manner.
Focusing on content curation helps you add fresh content to your site that’s highly topical and rich in keywords.
Here’s a simplistic illustration of how content curation may work for a fire protection client, for example:
The National Fire Protection Association, U.S. Fire Administration, and Underwriters Laboratories (UL) are all authorities in the fire protection industry. New developments and breakthroughs in the industry will likely be covered by these authoritative sources—but each source may have some unique information to report that’s not covered by the other sources. This is where a quality content curator can extract the most important details from each source on the topic and produce content that’s well suited to be featured on the client’s website.
To really build authority and take your content to the next level, add personal commentary in the curated copy—which should really happen naturally. Site authority will matter more than ever in the coming months, so it’s high time to ensure that your content strategy supports your business goals. The harder you work to create high-quality content in your industry, the more likely you are to be viewed as an expert by Google and soar to the top of search results.
You should also remember to include outbound links in the curated content to the authoritative sources. To Google, you are who you hang out with—you want to make it clear to the search engine that you’re hanging out with true authorities. In addition, include internal links to other relevant pages on your website to convey strong site architecture to Google.
Of course, if you don’t have time to produce quality content—contact Blue Corona! Our content marketing specialists have years of experience writing content for a variety of clients from all sorts of industries. Let us build out the portfolio of quality content on your website.
Generating Online Leads with Content Curation
When you write a great piece of curated content, you can share it via social media and attract high-quality traffic. Additionally, when you curate content, you’re naturally optimizing for long tail keywords that can attract conversion-friendly traffic. Referring back to the fire protection client, this long tail keyword (in a single curated piece) might be something like, “Ansul fire protection system.” If you’re sharing the latest industry news on this product—and you also want to sell it—you can generate traffic and leads by curating content.
Even better, curating content is a great way for organizations and brands to establish thought leadership and become the go-to authority on an important topic or issue. How will this help you generate online leads? A portfolio of quality content on your website will help your website become the authority in its respective industry, which should enhance the ranking power of your entire domain. Google wants to see quality content on your website—and ultimately reward the entire site for it. Search Engine Land recently reported that “Google is working on an algorithm to give authorities in a particular subject a ranking boost for being that authority.”
Of course, you can also create your own content and conduct interviews with experts in your industry, but curating content is a definite way to begin the process of becoming an authority.
So, going back to the earlier question—“Who are the genuine authorities in your industry that you do not compete with?” Let us know the answer to this question by contacting us so we can begin the process of making your website an authority, which will translate to higher across-the-board keyword rankings for you. Naturally, your website will experience more traffic and more leads.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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