How to increase your SEO ranking by repurposing content

Digital

Generating new content is the key to improving your search engine optimisation (SEO) and staying relevant to your audience. But it isn’t the only tactic.

Written By

Laura Greenhalgh

Posted On

01 Nov 2019

While your content marketing strategy might be full of new ideas, don’t be afraid to use your existing content if it’s still valuable to your audience. Publishing a blog post, sharing it on social media, then never revisiting it is a waste of quality content. 

Here are four ways you can improve your SEO by repurposing content:

1. Identify top-performing content

Conduct a content audit to help you understand the content you currently have. You can identify the relevancy of existing pieces and any gaps that you can fill with new content. Not all your existing content will be relevant to your audience. Use Google Analytics and Google Search Console to identify your top-performing content with the most engagement and views. This is a great place to start as you know the content is well-received by your audience.

Be mindful of your original publish date. A blog post you published one month ago isn’t old content. You should look further back in your archive at posts that are over a year old. If you’ve received low engagement or negativity, don’t repurpose this content as it’s unlikely to perform well.

2. Update statistics and figures

Old content will still be valuable but might need a few tweaks to bring it into the present day. Look at posts with statistics and facts that were correct when written. You can update these with this year’s figures. Google rewards freshness so will crawl your page once republished. For content that won’t lose relevance, reshare across your social channels and email marketing to remind readers of its value. Try to link content back to a current event or trend. If there’s an issue in the news that you can provide expertise on, your piece is more likely to gain traction.

3. Optimise your format

If you’ve identified a post that has valuable content, make some format changes to improve your SEO. If you have broken or out-dated links, correct these to ensure traffic is directed to the right location. For ‘top tip’ posts, use a numbered list rather than bullet points or subheadings. Google is more likely to use a numbered list as a Featured Snippet due to its concise and readable nature.

Make sure your H tags are in the right places; H1 for main title, H2 for headings and H3 for subheadings. Google recognises H tags as the most relevant content in your post, so ensure these contain the keywords you want to rank for. To improve your readability and conversions, make sure call to actions are at the bottom of your page. You should place any resources linking to other pages on your site throughout the text. Keeping users on your site will reduce your bounce rate and show search engines your relevance.

Ensure you don’t change the date on your posts. This will trick Google into thinking the article is new when it isn’t. You can include updates about when the content was altered in the post itself by adding a code snippet into your WordPress site.

4. Serve a new purpose

One piece of content can be reworked to serve a number of purposes. If you created a blog post, you could turn this into a video. This makes the content distributable for social media, YouTube and website. Start by defining your audience personas to know how and where they prefer to consume content. If your audience is active on Instagram, turn your blog post into an infographic or short video. You’re likely to gain more engagement than using a static image and a lengthy caption. A podcast or webinar can generate a new audience that prefers to consume content audibly.

Guest blogging is another SEO tactic. Identify other sites that your content is valuable for and ask if they would like to share your post. If you do this for many sites; change the article title for different channels. This will help you rank for different search terms despite being the same content. Ensure you don’t duplicate the content on your own website. This is poor SEO practice and Google will mark you down.

If you have a series of related content on your website, you could create a topic cluster to help your long-term strategy. Develop a pillar page containing all your information on a specific topic. You can place all the content on this page and make it downloadable. Alternatively, you can link through to separate posts on each sub-topic. This will help to build your website authority as Google is more likely to rank a page showing expertise on a keyword topic.

There are many ways you can repurpose existing content to help your long-term content strategy. Driving website traffic through relevant and valuable content will increase your SEO ranking. You’ll build trust and authority among your target audience and become their information leader in the sector.

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