How to Repurpose Existing Content to Help With Your Strategy | BrightonSEO April 2019 | Coral Luck
Actionable tips on how to you can use existing onsite content such as landing pages and blogs in order to increase traffic and boost rankings. New content is super important for your SEO strategy, but utilising existing content alongside new content creation is a great way to get some quick wins.
Covers:
- Optimising blogs for outreach
- Using Google Analytics & Search Console to optimise landing pages
- Optimising existing blogs for Featured Snippets
- Repurposing blogs for newsletters
13. Outreach
○ Create a media list / use existing one
○ Personalise each email
○ Monday + Tuesday are the best days
○ Give as much information as possible
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14. Blogs to Outreach - How?
○ Choose the content
○ Consider the audience/publication
○ Write your press release
○ Send...
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16. Case Study
5 pieces of content
○ 19 pieces of coverage
○ 23 live links
○ 11% increase in referral traffic YoY
○ 38% increase in organic traffic YoY
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28. Why?
○ Featured Snippets are black magic
○ Snippets receive 32% of clicks on page 1
○ 99% of Featured Snippets rank in the top 10
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29. Traffic vs Featured Snippets
Wikipedia lost 21%
of their traffic.
Consider the type of
snippet you’re after.
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33. Look at competitors
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○ Is there already a snippet for the query?
○ Keyword Proximity & Density
○ Does the snippet actually answer the query?
○ What type of snippet is it?
42. Choose the right content
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Google Analytics - most popular content
Round-up - recently released content
Industry news - content related to this
New service or product - push that page
Industry events - ‘here’s what you missed’
43. Create the email
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○ Intriguing subject line
○ Visually appealing & on-brand
○ Links to repurposed content
○ Links are tracked via UTM Tracking
51. Key Actions
○ Existing content is your quick win
○ New content is still super important
○ Use the data you have to push rankings
○ Always fetch and render
○ Track & add notes
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