Repurposing Old Content for SEO

Writing blogs and articles is an important part of generating backlinks to your website in search engine optimisation.

Repurposing Old Content for SEO

Writing blogs and articles is an important part of generating backlinks to your website in search engine optimisation.

It builds the authority of your site, gives visitors some additional value, and raises the chance of people converting into customers online. 

For many brands, it is such an important part of the process that hundreds of articles can mount up as part of your campaign, over the years, burying all that hard work, research, and careful writing that goes into creating consistently fresh content for your website.

Understandably, this can be disheartening, not to mention challenging as far as constantly coming up with new, relevant, and interesting topics goes.

Fortunately, there is a lot of merit in refreshing and reusing old content, as long as it is relevant and offers something different when you do it.

Why Repurpose Old Content for Search Engine Optimisation?

Repurposing old blogs should not simply be seen as a lazy way to keep generating new content for search engine optimisation, it can often be a necessary part of keeping rankings and traffic to your website high. 

You may find that some of your previous blogs still hold valuable information, are still relevant to your visitors, but aren’t getting the attention they once did because they are buried in your portfolio of content.

So when it comes to repurposing content, there are two major reasons why you would want to do it:

Keep the User Experience Relevant

Going back to old articles that still hold some relevance and updating them so that they are up to date with changes in the industry, or are given new information that wasn’t applicable before, ensures that readers keep getting the best possible value out of them.

This will keep visitors coming back to your website, which enhances its authority and that of your brand, and keeps you in your target audience’s headspace.

Keep Rankings Fresh

On the other hand, repurposing good old content is a way of enhancing your SEO performance by polishing up outdated articles that might be losing ranking or is driving less traffic to your site than before. 

Even if they still help you maintain a healthy backlink profile, they can still be refreshed to further improve links to your site, or even garner new ones organically.

How to Know which Content Needs Updating

Of course, not all content is created equal; not all of it is going to age as well as others. Much of it might not even need repurposing.

So where do you start identifying content that could use a fresh coat of paint to keep adding value to your campaign and your users?

You’ll need to dig into your analytics to find out more about which content can be updated. By looking for identifiers of them dropping in ranking or driving less traffic to your website, you can.

There are, of course, plenty of ways of doing this, whether you work through an agency handling search engine optimisation for you, or you use your own set of tools for the job, you need to investigate the following for your existing articles…

Drops in Rankings

For content pages, a loss in ranking can point to the article or blog being outdated or not offering the same value to readers as it once did. 

We can take the digital marketing industry as the perfect example here. Things in our industry change fast, often without warning, which means that information can have a particularly short lifespan in terms of its relevance. It needs to be updated to keep those rankings up.

Have you made changes to your SEO, particularly in keywords?

You might find a drop in ranking on content related to those keywords then, another reason to refresh your content to include them in there.

Lowered Traffic

If your measurements show a lowered rate of traffic to the page with the concerned content, it is likely that your readers no longer find the information relevant. High bounce rates on that page can also be an identifying factor here.

Could this be because the information is no longer important? Does it just need to be brought back into the fold of relevance?

If the latter option is the most likely answer, that is to say if there are still nuggets of value that just need polishing, this is an excellent reason to redraft that content to keep it relevant, and reuse it.

Updating Your Content

Let’s get back to the heart of the matter. Once you have identified content that can be repurposed, what should you do next? Is it okay to just republish the content with a new date? 

Not likely.

While it still might be relevant, it isn’t fresh, and search engines might not even notice such a minor change. 

Worse still, you might undermine your performance by publishing duplicated content.

You will need to make some noticeable changes to the blog or article before reusing it, but this is an opportunity for you to keep things fresh and add more value to your campaign and audience.

Update Statistics in Your Content

Does the original article or blog contain any statistics? Good, these are great for generating authority in your articles. 

The trouble with statistics is that they change.

But when repurposing content, changing statistics is a boon for writers, because they give you something worthwhile to update in your articles to keep them relevant, fresh, and accurate.

Add any New Information Available to You

If you want to keep adding value to your articles you need to make sure that the information within them is reliable and up to date. 

Have there been any major shake ups in your industry (or surrounding the topic you have chosen to write about)?

Have even the most minor changes created a new way of looking at or approaching the things discussed in your article?

Is there some kind of new research you can add to your content?

If the answer is yes to any of these questions then you have the ideal starting point for updates you can make.

Update Keywords & Links

Being near amorphous, the components that make up the whole of your search engine optimisation tasks are likely always changing.

Have any of the links used in your article changed? Are you still using the same keywords as the ones targeted in the old content?

Has the gradual passage of time taken its toll on the relevance of your article to the page you are optimising for?

Be sure to focus on these more meta elements of SEO when repurposing your content, and update them as necessary.

Update the Article Structure

Preferences for structure can sometimes change with Google algorithm updates, and if you want one of those articles showing up as feature snippets in SERPs, you’ll want to make sure that they use a structure that facilitates this.

If older articles are no longer showing up in feature snippets, they may no longer have the right structure. 

It is worthwhile looking at how any featured competitor articles are structured and emulating them, or doing a quick search on ‘how to format content for Google Featured Snippets’ yourself for guidelines.

Change the Call to Action

Does the precious call to action still stand? What I mean is, is the desired action still in line with your business and marketing objectives?

Do you still want readers to click through to a products page? Do you want them to contact you?

If your objectives have changed, make sure that is reflected in the calls-to-action on your articles. If they didn’t have one in the first place (and they should), now is a great time to repurpose old content to include them.

Visit ATKASA for SEO Services

If you would like to know more about our professional search engine optimisation services, be sure to visit the ATKASA website for details.