Re-optimising content is a great way to use your existing resources to regain relevance. It’s a cost-effective way to ramp up your content marketing game and can be compactly managed over a series of weeks and months to execute.
In this article, we look at why you should consider re-optimisation, how it can help your SEO rankings and 5 tips to get the process started.
What is re-optimisation?
Re-optimising content means always making sure it’s reaching its fullest SEO potential. Re-optimisation means you can extend the reach and relevance of your existing content so it can keep on working for you.
With an abundance of new content constantly being created it can be hard to cut through the noise. Re-optimising means you can put more time into tried and tested methods instead of trying to create something completely new.
This is not only a great way to gain new rankings and leads but re-optimisation also allows you the chance to add more value and context for those who have already seen it. This means you can generate new engagement while simultaneously fostering customer retention by staying interesting and relevant to your existing customers.
The benefits of re-optimising don’t end there either. It allows you to build on existing stories and information for which you’ve already laid most of the groundwork. You can add more contextual depth and breadth on previously explored topics. This will turn your content into a comprehensive, informative and engaging knowledge source.
Tactics for generating social proof
Giving your existing content a thorough facelift will allow you to reap plenty of rewards:
- If you’re looking to rank well on Google, they added ‘freshness’ as a factor in their algorithm in 2011.
- Re-optimisation gives you the chance to utilise all your content to work in your favour, not just the new stuff.
- Your existing content already has some degree of page authority. You’ve put it out there and it’s ranked. Now you have the luxury of seeing how you can make it rank even higher by playing into what worked and perhaps revisiting what didn’t.
- Just like your needs and interests as a business evolve, so do your audiences. Re-optimising existing content allows you to reach new audiences with refreshed information.
- Re-optimising and re-sharing your content across your social media platforms can boost your click through’s to your site. This ups your site’s visibility and presence on the SEO ranking radar.
What to re-optimise
Choose your weapon
When it comes to re-optimising your posts, you want to make sure you set yourself up for success by choosing the right ones to begin with.
Get into the habit of reviewing your posts either every week, month, and quarter. Pick the amount of time that works best for your business. Identify which posts got the highest engagement and which didn’t.
You then have two options. One is to refresh the underperforming posts. Identify what it might have been that held them back so you can rectify it and give them a second chance.
The second is to keep the momentum going on your high performing posts. So long as you update them to keep things relevant you can repurpose your successful posts to continue working their magic.
Update, don’t outdate
The key to making re-optimisation work for you is to ensure your content isn’t dated. Your audiences don’t want to read about people, places, events, pop culture, and dates that are no longer relevant. Keeping all the finer details up to date will ensure your content is relevant and engaging no matter how many times you recycle it.
Keeping up with new keywords
Keywords are constantly changing — whether it’s the top performers or the ones you’re hoping to crack, you should always be researching and refreshing your keywords.
You may have used broader keywords when you first released your content. Never fear. Re-optimisation gives you the chance to hone in on some more specific ranking opportunities.
Use the same content for a variety of uses by switching up your keywords. This makes any content truly evergreen.
Creating links internally between your own content allows you to keep customers moving through your site. This increased internet traffic can do wonders for your engagement and rankings.
From the very start, ensure your re-optimised posts are taking into account SEO. Think about your headlines — not only should they be interesting and click click-worthy, but they’re a powerful tool in your SEO artillery. Always add relevant keywords to your titles where you can. You can even update your URLs to do the same.
Spread the word
You’ve done all the hard work and re-optimised your post. Republish your newly optimised content on your home or landing pages. Reshare content on your social platforms to drive more traffic to your site and posts. You can also incorporate re-optimised content into your email marketing campaigns.
Need to improve your overall SEO? Download our Ultimate Guide to SEO to get started now.