Republishing content should always be included within your content marketing strategy. Within this quick guide, we explore five simple steps to identifying which blog posts to republish, content tools to make your content more SEO friendly and most importantly, we answer what is republishing?
What is Republishing?
In short, republishing is the process of taking your existing content and giving it a new lease of life.
There are many benefits of recycling content through optimising, updating and improving aged content. Not only is republishing great when brainstorming new content ideas but it also means that your most recent products and blogs are included through the use of current internal links.
How to Spot a Republishing Opportunity?
1. Age of Blog Post
When it comes to republishing blog posts, it’s important to firstly consider the age of the blog post and the original date published. The products and services internally linked to within the blog would have been relevant at the time of publishing, although they may have since changed. For example, you could be linking to a product or service that you no longer sell, which will impact the users’ journey and could lead to a higher bounce rate.
You want to ensure that it’s a priority to check that any internal and external links are updated to link to your current products and services, contact information and recent blog posts.
Although it won’t always be the case that the oldest blogs need republishing, it’s a good place to start. Blogs that are six months old or more could do with refreshing to be more relevant and reflect accurate statistics or changes in the way of the world. For instance, could the COVID-19 pandemic be mentioned in a previous blog post to make it current and of more of interest for your audience?
2. Consider the Time of Year and Season
When looking at your existing blogs to republish, consider the present date and any upcoming seasons or holidays.
You may be able to republish a blog around an upcoming season, such as “The top fashion trends for Winter 2020”. Or, if you’re looking to republish a blog in November, then consider how the season is changing from Autumn to Winter. Reflect on how a change in season may impact your buyer personas and their need for your product. Be conscious of leaving yourself enough time to draft, review and republish your blog in time for that particular date for the best traffic opportunity.
Additionally, think of the widely known and niche national and international days of the year. Updating content to coincide with upcoming, celebrated dates can directly attract your target audience more or extend the reach of your post, both of which can increase your post’s ranking.
For instance, International Women’s Day, World Alzheimer’s Month and World Book Day, are a selection of notable days that you could feature, depending on what fits with your business and brand. Also, consider more widely celebrated days, like Valentines Day, Halloween, Diwali and Christmas.
3. Keyword Trends
When thinking about which blog posts to republish, keep in mind any present trends. These trends could be popular in the news, often talked about through word of mouth or be actively posted about on social media. Also, pay attention to trends in your industry, such as an update in software, like the 2020 Apple iOS14 update.
Once you’ve established these trends, you’ll recognise that as more people research to find out more on the topic, related phrases will start to appear as keyword trends. You’ll want to take advantage of this and consider if you could incorporate any of these trends and trending keywords in an old blog post to make the content more accurate and current.
A great tool that we use to discover exact and related keywords is Google Keyword Planner. This tool is also great when planning new blog posts as it clearly shows the range of average monthly searches. This means you can tailor the keywords you include to be the most appropriate for your target audience. For SEO purposes, it’s important to keep the existing keywords already in the post, but also look out for where you could weave in new keywords to give the content a boost in the SERPs.
4. Consider the SEO
When looking to spot a republishing opportunity, you may find that you have some evergreen content. Here, the actual content of the blog may not need refreshing, but it’s important to consider the SEO value.
You want your blog posts to be SEO friendly. In 2020, you have a small character limit to engage the reader as the meta title should be no more than 60 characters, whereas the meta description should be no more than 155 characters.
Even if a blog is ranking and performing well, it’s important to consider and update the excerpt, slug, meta title, meta description and meta keywords to drive the most effective traffic to your website.
5. Use of Content Tools
If you aren’t already using content tools to measure your pages’ ranking for keywords, then we’d highly recommend Moz and Searchmetrics. Both of these are useful tools which visualise how well your blog posts are ranking for certain tracked keywords on Google.
Both Moz and Searchmetrics are great tools to utilise to identify opportunities for republishing blog posts. A republished blog doesn’t have to be one that’s dropped considerably to page five or six in the SERPS. A republishing opportunity can also be a blog that’s increased in rankings to appear higher on the SERP.
More importantly, you want to aim for your blog to appear as the featured snippet. Therefore, if your blog is rising in ranks, what else could you include to get to that featured spot? Think about the use of effective keywords and updating images and their alt text, headings, subheadings and internal and external links.
After Republishing Content, What Else Could I Do?
Republishing blog posts is not only a vital step for improving the SEO of your blog post, but it also gives you the opportunity for repurposing content.
Repurposing blog content is an effective way to spread your message to more than one audience. For example, you’ve republished a blog post to be the most up to date it can be, with a recent publishing date. Now it’s your opportunity to spread that message on different platforms. Think about which key messages from that republished blog will be engaged with the most on different platforms, like Facebook, Twitter, LinkedIn, Instagram and Pinterest.
We hope you’ve found these five steps to spotting a republishing opportunity useful. Here at Zelst, we’re more than happy to help your business with your content marketing strategy. Just get in touch with our friendly team of content specialists.