In this fast-paced world of digital marketing, you might be wondering how your competitor manages to compete with you who was not on the list long ago. The reason is as clear as that. It’s all because of republishing content. We all are aware of the fact that content is the king when we talk about digital marketing. In this piece of content we will discuss how Republish content can help you to rank high in SERP. We will not only stick to that but also dig into the steps to refresh old written SEO Content. Stay to the last to get in-depth knowledge.
What is Republishing Content?
Republishing content refers to updating and moderation of content in a web page or a blog. In this process, the content that has been published earlier is refreshed in order to increase ranking and reach a larger audience. Not limited to this, it also makes your content or domain performative. Strategic republishing content allows you to translate content in other formats or to appeal to new audiences.
Why is Republishing Content Important?
Republishing content serves as essential strategies for content marketing and SEO for various captivating reasons.
1. Improve Relevance
Updating content gives your content a relevance that may have vanished over the time of period. Republishing content allows you to remain accurate and relevant all the time and help to rank in SERP.
2. Extending Content Lifespan
Rich text content always remains valuable after its initial publication but republishing adds more value and extends the life span of the content.
3. SEO Advantage
Search engines always prefer fresh content. By updating and republishing content, you are giving a hint to google that the content on your website is still fresh and valuable. It potentially helps you to rank higher in search engines.
4. Maximize Content Investment
It is well understood that content is the king. Republishing content allows you to gain maximum return on investment by renewing existing content.
5. Promote Evergreen Content
Evergreen content, which remains relevant for an extended period, can be republished periodically to continue attracting new audiences and providing value over time.
How to Select which post should undergo Republishing?
Before moving forward I’m assuming that you have clearly understood about Republishg content and its importance. Now let’s move towards how to select which post we should Republish for enhanced SEO results.
1. Start with underperforming Content
Start by reviewing the performance metrics of your existing content. Look at key indicators such as page views, engagement (likes, shares, comments), time on page, bounce rate, and conversion rates. Identify posts that have performed well historically and have the potential to resonate with your audience again.
You can find your content performance on Google search console. Just go to the search results and find out the average position of your blog and then select which one to republished.
2. Identify Evergreen Content
Focus on the content which is evergreen. This type of content remains relevant and valuable over the period of time. Evergreen content addresses topics that are not tied to specific trends or events and continues to provide value long after its initial publication.
3. Be sure that it isn’t a completely new page.
Republishing content of a completely new page is not making any sense. A new post takes time to adapt backlinks and google to understand where it should rank in SERP. For this reason we always suggest that you should republish content that is at least 12 months old.
4. Backlink Matters
Your content may not always rank because of their content. Sometimes it’s because people who rank higher than you have greater “link authority” and high-quality backlinks.
When creating backlinks always select high DA PA backlink with low spam score. Never use the same keyword in your backlink on which you want to rank your website. There are various tools from which you can find which backlink is right for your content. Republishing content can help you to rank one or two position higher but correct backlink will help you to rank higher and
How To Refresh Old Content For SEO
Refreshing old content for SEO involves updating and optimizing existing content to improve its relevance, visibility, and performance in search engine results. Here’s a detailed guide on how to refresh old content for SEO:
Perform Content Audit: Start by conducting a comprehensive audit of your existing content. Identify posts that are outdated, underperforming, or have the potential for improvement. Focus on evergreen content or posts that have historically generated traffic but may need updating.
Update Information: Review the content to ensure that all information is accurate and up-to-date. Update statistics, facts, and references as needed. Consider adding new insights, examples, case studies, or research findings to enhance the value of the content.
Optimize Keywords: Conduct keyword research to identify relevant keywords and phrases related to the topic of your content. Update the content to incorporate these keywords naturally throughout the text, including in headings, subheadings, and meta tags. Aim to optimize for both primary and secondary keywords to improve search visibility.
Improve Readability: Enhance the readability of the content by breaking up large blocks of text into smaller paragraphs, using bullet points or numbered lists, and incorporating visual elements such as images, infographics, or videos. Make the content easy to scan and digest for readers.
Enhance User Experience: Evaluate the overall user experience of the content. Ensure that it loads quickly, is mobile-friendly, and provides a seamless browsing experience across devices. Improve navigation and internal linking within the content to help users discover related topics or pages on your website.
Should You Change the URL When Republishing Content?
In many instances, it’s generally not recommended to change the URL when republishing content, particularly if search engines have already indexed the content and if there are established backlinks.
Here are some factors to consider when deciding whether to modify the URL during the republishing process
When it’s preferable to retain the same URL:
1. Content Updates: If you make minor updates, revisions, or improvements to the existing content but the core topic and focus remain unchanged, it’s typically advisable to keep the same URL. This preserves the authority and ranking potential the original URL has garnered over time.
2. Backlinks: If the content has garnered backlinks from other websites, altering the URL can lead to broken backlinks. Broken backlinks can negatively impact your SEO endeavors and cause inconvenience for visitors who click on those links.
When to Change the URL:
1. Significant Content Overhaul: If you’ve made extensive revisions to the content to the point where it essentially becomes a new piece, opting for a new URL may be appropriate. However, ensure you set up proper redirects, such as 301 redirects, from the old URL to the new one to retain link equity.
2. URL Structure Improvement: If the current URL follows an outdated or poorly structured format, and you’re redesigning your website’s URL structure for SEO benefits, changing the URL might be necessary. Again, implement appropriate redirects to preserve SEO value.
3. Avoiding Duplicate Content: If you intend to have multiple versions of similar content and want to circumvent issues with duplicate content, using canonical tags or considering a URL change to distinguish the content may be warranted.
4. Rebranding or Restructuring: If your website is undergoing a significant rebranding or restructuring, changing URLs may be essential to align with the new brand or structure. In such instances, ensure you have proper redirects in place.
How Long Should You Wait Before Republishing a Piece of Content to a New Website?
There is no one-size-fits-all answer to how long you should wait before republishing content to a new website. You have to analyze the performance of their content and give precedence to evergreen and high-performing pieces when considering republishing.
