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How to Repurpose Existing Content to Help With Your Strategy | BrightonSEO April 2019 | Coral Luck

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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

Published in: Marketing
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How to Repurpose Existing Content to Help With Your Strategy | BrightonSEO April 2019 | Coral Luck

  1. 1. https://www.slideshare.net/coraleva93 How to Repurpose Existing Content To Help With Your Strategy Coral Luck // Ricemedia // @CoralEva9
  2. 2. Results. Fast. @CoralEva93 | #BrightonSEO A new client signs.
  3. 3. Results. Fast. @CoralEva93 | #BrightonSEO
  4. 4. @CoralEva93 | #BrightonSEO Essential Tools
  5. 5. What to expect? ○ Ranking increases ○ Increase in Organic Traffic & referrals ○ Links & Coverage ○ Featured Snippets @CoralEva93 | #BrightonSEO
  6. 6. Proven industries Hair & Beauty Digital Marketing Automotive Cyber & Software Health Care @CoralEva93 | #BrightonSEO Hospitality Jewellery Technology Retail Education
  7. 7. @CoralEva93 | #BrightonSEO Repurpose Existing Blogs for Outreach
  8. 8. Why? ○ Quick way to obtain links ○ Increase brand awareness & coverage ○ Increase referral traffic ○ Improve trust flow @CoralEva93 | #BrightonSEO
  9. 9. @CoralEva93 | #BrightonSEO How?
  10. 10. Choose the right content @CoralEva93 | #BrightonSEO
  11. 11. Consider the audience Publications ○ Regional ○ National ○ Trade Who are you targeting? @CoralEva93 | #BrightonSEO
  12. 12. Write the right press release @CoralEva93 | #BrightonSEO
  13. 13. Outreach ○ Create a media list / use existing one ○ Personalise each email ○ Monday + Tuesday are the best days ○ Give as much information as possible @CoralEva93 | #BrightonSEO
  14. 14. Blogs to Outreach - How? ○ Choose the content ○ Consider the audience/publication ○ Write your press release ○ Send... @CoralEva93 | #BrightonSEO
  15. 15. @CoralEva93 | #BrightonSEO Wait, Track & Repeat!
  16. 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 @CoralEva93 | #BrightonSEO
  17. 17. Case Study @CoralEva93 | #BrightonSEO
  18. 18. @CoralEva93 | #BrightonSEO Boost Pages via Google Analytics or Search Console
  19. 19. Why? ○ Easier to increase rankings ○ See results fast ○ Trackable ○ Easy to implement @CoralEva93 | #BrightonSEO
  20. 20. @CoralEva93 | #BrightonSEO How?
  21. 21. Choose the right content @CoralEva93 | #BrightonSEO Google Search Console - find keywords & URLS ranking 3 or lower. Google Analytics - compare landing pages YoY & MoM via Organic Traffic.
  22. 22. Look at ranking competitors @CoralEva93 | #BrightonSEO ○ H1, H2s, H3s, H4s… ○ CTA ○ Interlinking ○ Keyword Density & Proximity ○ Content Length & Layout
  23. 23. Rewrite @CoralEva93 | #BrightonSEO ○ Can you replicate those out ranking? ○ Stay in the tone of the client ○ Optimise! ○ Make a note in GA
  24. 24. Boost Pages - How ○ Choose your content via GA or SC ○ Look at ranking competitors & replicate ○ Rewrite @CoralEva93 | #BrightonSEO
  25. 25. @CoralEva93 | #BrightonSEO Wait, Track & Repeat!
  26. 26. Case Study 27% @CoralEva93 | #BrightonSEO 104% Increase in organic traffic YoY to cat pages Increase in goals via organic traffic YoY
  27. 27. @CoralEva93 | #BrightonSEO Optimise Content for Featured Snippets
  28. 28. Why? ○ Featured Snippets are black magic ○ Snippets receive 32% of clicks on page 1 ○ 99% of Featured Snippets rank in the top 10 @CoralEva93 | #BrightonSEO
  29. 29. Traffic vs Featured Snippets Wikipedia lost 21% of their traffic. Consider the type of snippet you’re after. @CoralEva93 | #BrightonSEO
  30. 30. @CoralEva93 | #BrightonSEO How?
  31. 31. Choose the right content @CoralEva93 | #BrightonSEO Google Search Console - look at keywords ranking between #1 & #5.
  32. 32. Find the queries @CoralEva93 | #BrightonSEO
  33. 33. Look at competitors @CoralEva93 | #BrightonSEO ○ Is there already a snippet for the query? ○ Keyword Proximity & Density ○ Does the snippet actually answer the query? ○ What type of snippet is it?
  34. 34. Rewrite @CoralEva93 | #BrightonSEO
  35. 35. Featured Snippets - How ○ Choose the content ○ Find the queries ○ Look at existing snippets ○ Rewrite @CoralEva93 | #BrightonSEO
  36. 36. @CoralEva93 | #BrightonSEO Wait, Track & Repeat!
  37. 37. Case Study @CoralEva93 | #BrightonSEO
  38. 38. Case Study @CoralEva93 | #BrightonSEO 3 Sales £540 In revenue so far directly from this blog Directly attributed to this blog
  39. 39. @CoralEva93 | #BrightonSEO Turn Content into Newsletters
  40. 40. Why? ○ Increase traffic to site ○ Reach target audience ○ Generate leads / sales @CoralEva93 | #BrightonSEO
  41. 41. @CoralEva93 | #BrightonSEO How?
  42. 42. Choose the right content @CoralEva93 | #BrightonSEO 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. 43. Create the email @CoralEva93 | #BrightonSEO ○ Intriguing subject line ○ Visually appealing & on-brand ○ Links to repurposed content ○ Links are tracked via UTM Tracking
  44. 44. Tracking @CoralEva93 | #BrightonSEO URL = URL you want to track Source = newsletter Medium = email
  45. 45. Content to email - How ○ Choose the content ○ Create the email ○ Track the links ○ Proofread…. @CoralEva93 | #BrightonSEO
  46. 46. @CoralEva93 | #BrightonSEO Send, Track & Repeat!
  47. 47. Case Study @CoralEva93 | #BrightonSEO 310 opens 45 link clicks 2 goals
  48. 48. @CoralEva93 | #BrightonSEO Make sure you always...
  49. 49. Fetch and Render Fetch & Render the URL on Search Console. It prioritises the URL for re-indexing. @CoralEva93 | #BrightonSEO
  50. 50. @CoralEva93 | #BrightonSEO Key Takeaways
  51. 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 @CoralEva93 | #BrightonSEO
  52. 52. @CoralEva93 | #BrightonSEO Thank You!

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