Nuts & Bolts - Case Study : Content Curation Boosts SEONovember 2010 By Heather Fletcher
Challenge: Search engine optimization and brand differentiation.
Solution: Create a topic-specific news portal.
Results: Ranked No. 1 in Google for the keyword phrase "femtocell news." Between two and five times less expensive than contracting for original content, and less time-consuming than producing it internally.
Much like femtocells boost cell phone signals, content curation aids search engine optimization.
So finds Airvana—makers of femtocells, which are small cellular base stations that extend phone coverage to an area that may not otherwise have cell service. For Airvana, that SEO boost happened after the Chelmsford, Mass.-based mobile phone product provider decided to use content curation to enhance its news portal, FemtoHub.com.
Josh Adelson, Airvana's product marketing director, says his company started talking to Cambridge, Mass.-based content curation platform providers HiveFire two years ago because Airvana was considering using HiveFire's Curata tool to gather information for internal use. Curation, as distinguished from aggregation, collects relevant information for the user instead of aggregating less specific data.
"But when we saw exactly how the tool worked and the ease [with] which we could collect, sort and distribute information," Adelson says, "we realized we could get much more out of it by creating a public-facing news portal for our industry."
Setting up the system took a day. Then Airvana tested the site internally for a month before letting the world see the site that is completely dedicated to the small cellular base stations. Femto Hub further defines its subject, femtocells, as "cellular access points that use a subscriber's existing broadband connection to provide enhanced voice, video and data services, especially in the home, using existing mobile devices."
Adelson says updating the site is a 20-minute-a-day part of his morning routine that includes reviewing news the tool collects from sources that regularly cover the industry and alerts based on industry keywords. This way, Airvana gathers topic-specific news, blog content, photos and videos.
"It actually helps me stay current on the news in our industry," he says. "In addition to this, my colleagues and I write postings for the Femto Hub blog about once per week, a timeframe that proved to be consistent enough for our readers because there was relevant, curated content being provided [by the tool]."
Adelson says most publishers of the original content Airvana excerpts think of Femto Hub as another opportunity to drive traffic to their sites, because the tool's default setting presents only the first 100 characters of any news story.