Dominate Google by breathing new life into your old blog posts
One of the biggest mistakes made in content marketing is to forget about a blog post once it is on the website.
It’s natural enough.You post an article to your blog, hope it ranks well in the search engines and attracts traffic. You may even outreach the post or promote it on social media.
But, after all that effort, not to mention time and expense in creating the content in the first place, the post is forgotten about. Never to see the light of day again.
However, this is a huge waste of resources. All blog posts, in fact all content on your website, should not be seen as a one hit wonder, it should be constantly working for you. Republishing is a way to achieve this.
What is republishing?
In a nutshell, republishing is reviving, revising or redirecting old content. It isn’t simply reposting exactly the same content by changing the date of the article in WordPress. Unfortunately, it isn’t so easy. There is a little more work involved.
Carry out a content audit
Take stock of the blog posts you have on your site, you should also do this for your website landing pages, and find all the old posts and content which need dusting off. Dig deep into the archives and you are sure to find plenty of content which can be republished.
Why you should always republish old content
- Google loves fresh content and it will often rank new blog posts to measure engagement. Republishing content makes it fresh in Google’s eyes and gives it a second chance at ranking
- A blog post which is already ranking on the second or third page of Google can see its ranking position improved simply by republishing
- Republishing an old post provides another opportunity to gather links and social shares as well as building brand awareness
- Multiple pieces of content (see below) can lead to search engine domination and amplify your business’ online credibility
How to republish old content
There are three ways to republish old articles:
Replace old with new
When content has become outdated or is no longer accurate, updating and improving the copy can reap great rewards.
Read through the article. Is it still relevant? Are any facts and figures still accurate? Are there mistakes in the copy or bad writing which can be improved? Could current events be used to make the article topical? Can it be made more interesting and engaging for your customers?
Rewrite the blog post and republish.
Redirect old content
When a blog post is no longer relevant or has become so outdated it can’t be saved don’t simply delete it or allow it to slip into oblivion.
A far more effective strategy is to create a new blog post on the same topic and redirect the old content to it.
Use a 301 redirect so the ranking signals and traffic of the old content will flow to the new.
Multiple pieces of content can dominate Google
If you have a blog post which is ranking well, write a new article on the same topic.
Obviously, you must ensure the new post is completely unique. But, if you follow the exact process you followed with the first post there is every chance the new article will rank highly too. Don’t forget to link from the old post to the new for extra link juice.
Having two (or more) pieces of content ranking for the same keyword will give your traffic and brand awareness a massive boost.
A boost for your publishing schedule
Republishing old blog posts can be a quick and easy way to add fresh content to your website. It answers the question of, ‘What shall we write about this week’? It will also help your rankings in the search engines, engage your readers, and generate more traffic.
It is also one of the most successful and risk-free SEO strategies.
If you are looking to repurpose old content or need brand new and unique articles for your blog, call me for a quote on 07722 431483 whether you need one or one hundred posts.
If you require regular articles written and uploaded to your blog every month – you need my blog management service. Check it out and give me a call.