Search engines rank new articles, posts, videos, and advertisements above outdated content, and audiences trust fresh information. Repurposing your old content can increase your website’s ranking, boost traffic, and help you reach a wider audience while saving time. With the right tools and strategies, you can boost your old content’s search engine optimization (SEO) and drive more revenue.
What is content repurposing and why is it important?
Content repurposing is the use or improvement of existing content. When you repurpose content, you update it or transform it into a new format. This strategy offers the following benefits:
- Higher traffic: Post traffic can decrease as content ages. Updating a piece of content or transforming it into a new format can bring more attention to it.
- More time for other marketing tasks: Recycling content reduces the amount of time you need to spend on research, writing, editing, and proofreading. You can update an old blog post in nearly half the time it takes to create a new post.
- Content freshness: Search engines favor new content, and revising an old post alerts search engines that your content is fresh.
- Increased site authority ranking: You can increase your site’s authority ranking when you refresh old content. This is because new content is more likely to get new backlinks from authoritative sites.
- Wider audience: Updating and publishing your existing content to new channels can help you reach a wider audience. For example, if most of your target audience spends more time on social media than search engines, you can reach more people by transforming an informational blog post into a short video or series of Instagram graphics.
Is more content better for SEO?
Content quality and posting frequency are more important than content volume. Search engine web crawlers tend to visit a site more often when it publishes content frequently. This higher crawl frequency causes search engines to index your content, helping your target audience find it faster. Refreshing old content increases your posting frequency but allows you to work efficiently.
How to repurpose content for SEO
Repurposing content is more than recycling and reusing old posts. It involves deep SEO and keyword research. Consider the following tips when upgrading old content:
- Identify underperforming content: Online tools and SEO research can help you determine which posts need updating. The lower a post’s SEO score is, the lower it will show up in search engine results. Checking each post’s ranking and comparing it to similar search engine results pages (SERPs) lets you know which posts need updating.
- Consider your target audience: Updating your content to match your target audience’s content preferences can increase post visibility and engagement. Research where your target audience directs most of their attention and what kind of content they consume. It’s also important to read comments on social media posts to gauge how audiences react to your old and new content.
- Present information in new ways: Once you understand where your audience spends most of their online attention and the type of content they engage in, you can plan how to repurpose your content. For example, you may turn an online guide into an engaging video tutorial or a listicle blog post into a series of video graphics or an Instagram photo carousel.
- Update your links: Linking to new authoritative sources helps improve a post’s authority ranking, and it can increase readers’ or viewers’ trust in your brand.
- Identify high-ranking keywords: Use online keyword research tools to determine which keywords your audience is searching for. Incorporate short-tail and long-tail keywords to increase a post’s ranking and traffic.
- Refresh old blog posts: Even the best blog posts can benefit from revisions and new content. Consider re-writing sections of an existing blog post for greater readability, and update the post with new ideas and data.
How to write good SEO content
Repurposing an existing blog post or informational article is an opportunity to boost its SEO. You can add the latest data, find out how long your blog post should be and make your paragraphs more concise, re-organize subsections for better readability, and add new facts readers will find helpful. The primary goal is to convince search engine web crawlers that your content is fresh, but you can also optimize your content in the following ways:
Incorporate keywords naturally
Keywords are important for increasing a page’s rank in SERPs. However, you should place them in an article sparingly and only where they fit naturally. Try to use each keyword once or twice throughout your article, and make sure your content still flows well after adding the keywords.
Compete with top-ranking SERPs
The first several blog posts and articles that show up on a search engine are the highest-ranking pages for a specific search term or topic. Check what type of information they contain, and update your content with relevant information your audience finds useful. Rewrite content from other sources in your own words to avoid plagiarizing, and try to gather ideas from various pages so your content is unique.
Improve your post or article’s readability
Audiences typically consume and engage with content they find easy to read. Edit your existing content to ensure it’s clear and has a good flow. Each section should lead into the next one cohesively, and you should keep sentences concise. It’s also important to separate your content into sections with attention-grabbing subheadings. Readers often skim content to find the answers they’re looking for, and breaking an article into short subsections increases the likelihood your audience will stay on the page longer.
Optimize your content with SEO.com
Repurposing your website’s existing content is an effective SEO optimization strategy that can boost your site’s traffic. You can transform old blog posts, articles, and social media content into new formats or rewrite them with fresh information and formatting. With the right tools and marketing strategies, you can revamp your content, increase your site ranking and reach a wider audience.
SEO.com provides award-winning digital marketing services to help you boost site traffic and drive revenue. From optimizing your current content to creating brand-new content, our on-page SEO services make up an all-in one solution. Our expert marketing team also offers social media marketing services, helping you improve your social media content for greater engagement and business growth. Contact us to learn more about our digital marketing services and how we can help you enhance your content.
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