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Trends are something we all follow. Whether that’s in fashion or content, keeping up-to-date with a subject matter which is constantly changing and developing is crucial for staying relevant to your audience. Republishing content is a great way to breathe new life into older and neglected blog posts and keep up with the evolving digital landscape.

The republishing process is all about optimising, updating and improving what’s already there. Stick to the same URL if it’s still relevant to your blog post content. You can update the URL slug and set up a redirect to your freshly optimised URL however it’s important to remember that this does lessen the link value in the short term. So as the saying goes, if it ain’t broke…don’t fix it.

Whilst it’s advisable to keep the URL the same, the title of your page may benefit from a little refresh. Can you make your title even more relevant to what your users are actively searching for? Can you include your keyword or key search term in your title? If you can – and you haven’t already – your blog post title is the first place to start when you flex your fingers and republish.

You can create a beautifully written, SEO-friendly blog post and rest easy knowing that once you’ve hit publish, all you have to do is wait for the steady stream of traffic to filter in and appreciate your performance-inducing penmanship. Wrong. Well for the most part anyway. Over time, content can become stale. Fast forward a couple of years and that ground-breaking content you thought would stand the test of time has become a little old-fashioned and users are just not that into it anymore. Breathing new life into your content is a must and here are the best ways to do it:

  • Update your content. It seems an obvious point but updating your content can mean a number of things. There may be parts of your blog post that are no longer relevant to the topic, you can either remove the irrelevant content altogether to pave the way for some fresh words on the matter or you can tweak what’s already there to bring it bang up-to-date. If you’ve used facts or figures it’s important you have used the latest statistics too. You should replace any older stats with more timely figures to keep your evidence current and valuable to the user.
  • Check your links. Comb through your content and check that all your links are still going to relevant pages. If you’re refreshing your content, sometimes it’s good to give your external sources a rethink too. As time goes on, there may be more detailed, more relevant and more up-to-date sources to link to so make sure they feature in your content facelift.
  • Make sure your images are picture perfect. Your content isn’t the only thing you need to focus on when republishing existing content, imagery can also benefit from a refresh too. There may be more images available relating to your subject matter or better quality images to enhance your content. Make sure all your alt tags are relevant on your existing and new pictures and that your keywords feature if possible.

It’s always important to pay attention to your Meta title and description of your blog post too. Although your Meta information doesn’t have a direct effect on the ranking of your content, it does have a big impact on the click through rate from search results and getting the right traffic to your post. You don’t want to do all the hard work of republishing your post for your potential traffic to grind to a halt at the first hurdle. Ensure that your Meta description includes a relevant and accurate summary of the blog post, your keywords, some tempting text and a click-inducing call-to-action. It’s tricky squeezing all that into the 155 optimal character limit, but I believe in you.

So what are the benefits of republishing content?

We always favour quality over quantity and that’s why republishing works so well with more established blogs. Blogs with a significant history should have already racked up a healthy number of blog posts to work with and improve.

Whilst building fresh, up-to-date content is important for SEO, older blog posts can be pushed further down into insignificance and quantity can sometimes overrule. However, republishing content enables you to use the foundations of a good blog post and make it even better, giving the content a new lease of life and bringing quality back to the forefront.

Google’s search algorithm takes many factors into consideration when choosing the cream of the crop in relevant content and often prioritises freshness in the search results.

Cast your minds back to those Blue Peter days and the infamous saying “here’s something I prepared earlier”. Older content already has the foundations – or preparations – in place and all that’s left to do are a few final amendments to have a finished product which is what we’ve all been waiting to see. As viewers, we weren’t interested in how we got there, we just wanted to see the latest article and how it looks in that present moment. Republishing content follows a similar concept in that we are rewarding readers with a fresh finished article but also utilising the strong SEO value that older posts have accumulated over time.

For more information and advice on your content marketing campaigns and what we can do to get your content noticed by the people that matter, get in touch and we’ll be happy to help you. Alternatively, request a content audit from us and we can show you the benefits of a fresh content strategy for your business.