Content Curation

What Content Curation is and what it’s for

What Content Curation is and what it’s for

Content Curation is a common content marketing practice that consists of gathering information on a topic from different relevant sources to create a new piece of content, posting it on social networks or simply grouping a variety of information in an information hub to provide value to users.

However, if we talk only about SEO, content curation has an additional aspect.

And that is:

Within SEO, content curation serves to analyze, correct and improve relevant aspects of the content of a page to rank higher in Google.

Why it is important

Since Google gives great importance to search intent, it tends to treat with some preference the content that best responds to the user’s interest, so reviewing and improving the content of an old URL is a good strategy to obtain results in the short term.

Especially now that the search engine has restrictions on indexing new content.

This is why it is especially important for SEOs to

How to identify pages in need of Content Curation

Let’s see a quick practical example of how you can apply content curation to your website.

  1. 1st Step: Login to your property in GSC.
  2. 2nd Step: Go straight to the performance report.
  3. 3rd Step: Sort the queries by volume of impressions from highest to lowest.
  4. 4th Step: Select the CTR filter and choose the “less than” command.
  5. 5th Step: Enter in the CTR filter the average CTR of your property.

And voila!

Now the results with the highest number of impressions and the lowest CTR will be displayed.

Google Search Console performance report

Thus, you can analyze what is happening in those URLs and see what changes you should apply to improve your results.

With this approach you will be able to identify two things:

  1. Which URLs have poorly optimized meta titles and meta descriptions.
  2. Which URLs need content curation to better respond to search intent.

As a general rule, we recommend focusing on those results with the highest number of impressions that are positioned in the top 20 positions of the search engine results and have a lower CTR than average.

In theory, this is where we have the best opportunities to optimize results.

In conclusion:

As we have already mentioned, content curation serves to identify defects within the content of a page to correct them and better serve the search intent of users.

Ultimately, content curation serves to optimize old content already published on our property by giving it new life to rank better and faster in the SERPs.

Tools and recommended readings:

Frequently Asked Questions

Content curationis a practice that is not very widespread but that offers very good results. If this technique is well executed, it allows in the short term to improve a lot in the SERPs so we recommend you to be very clear about what it is and how to take advantage of it.

The best way to start curating content is to identify relevant content for users that is under-optimized → Log in to Google Search Console → Go to the performance report → Sort from highest number of impressions to lowest → select the content with the worst CTR that is in the top 20 results. That’s where your best opportunities lie.

Any domain with content older than 2 years, even if it is evergreen content, needs to perform a content audit to detect those where it is necessary to carry out content curation actions.