It’s been more than a month since Google released Panda 4.0 changing the landscape of SERPs again. After a few weeks, reports of the Panda’s targets started surfacing and it looks like syndication was the main target for this update. Google is now making it clear that sites and bloggers will no longer receive SEO value from other people’s content.
Although the syndicated content from press releases and news wires is the topic of the SEO community, The Right Intel team wants to give warning to the content curator. As the content marketing space continues to grow, the need for content curation grows with it. There are a number of curation tools, including Right Intel, designed to gather hot topics across the web and help you relay that content to your audience. These tools can be helpful in showing you are up-to-date in the industry, but it doesn’t directly show your ability to be a thought leader if the tool isn’t used properly.
What is the value of curated content on your website?
When looking at some of the top curation tools on the web, many tout the ability to incorporate third-party web content into your own web page. Large brands are utilizing this trend and trying to make their web page a destination for their target market. Pepsi.com is a prime example of this.
In the Pepsi example, the site is not ranking for any content that is curated from third-party sources. Even with an exact match search on the headline, you won’t find “pepsi.com” anywhere on the first couple pages. It’s important to understand that this isn’t the reason that Pepsi is putting this third-party content on their site. However, with Panda 4.0, your site can see SEO problems if the site relies entirely on this curated content. To keep yourself free from Panda’s grasp, you need to keep your ratio of original content up. If you are relying too heavily on curated spewing, your site as a whole will be affected.
How to Distribute Curated Content
At Right Intel, we believe curated content can be an important part in showing off your expertise. True thought leadership comes from your ability to annotate the curated content and tell your strategic audience why one piece of content is important. By doing this, you are giving them the right intelligence to make actionable business changes.
When you publish curated content to your blog ask, “Who is the intended audience?” and “why is this important to them?” After auditing your intentions, you may realize that the website is not your best platform for distribution. And if it is, Google is not your main audience for the content. Make sure you are following best practices to help eliminate the threat of Panda 4.0 on your site.
Email and Social Maybe Your Preferred Channels
If you realize that your blog or site aren’t the best platforms to distribute your curated content, think of ways to get your insight in front of your strategic audience. We find that email is a powerful way to distribute your insight. It is still the most popular method used by Right Intel customers. Yesterday, the New York Times discussed the rise of email newsletters to distribute content. The article referenced a survey of 940 global executives that found email newsletters trumped the Internet and mobile apps as a source for news for these executives.
Secondly, your social media channels may also prove a more effective channel for your curated content. Social media usually provides a platform to better allow you to share your insight along with the curated content. Referencing the survey from Quartz again, after email, execs most often turn to their social channels for the news.
A Purpose beyond Curation Spewing
In the end, curated content on your site can be very important for individuals and brands alike. Curated content on a website will have a similar effect that social signals provide to a blog post; they provide a type of social proof indicating that your insight and intelligence separates you from the rest of the internet. By using curated content as a tool to validate your brand, you’ll see more benefit from that content, and a defining purpose on what you post on your website.