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How to Repurpose Existing Content to Help With Your Strategy | BrightonSEO April 2019 | Coral Luck
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
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
10.
Choose the right content
@CoralEva93 | #BrightonSEO
11.
Consider the audience
Publications
○ Regional
○ National
○ Trade
Who are you targeting?
@CoralEva93 | #BrightonSEO
12.
Write the right press release
@CoralEva93 | #BrightonSEO
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.
Blogs to Outreach - How?
○ Choose the content
○ Consider the audience/publication
○ Write your press release
○ Send...
@CoralEva93 | #BrightonSEO
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
26.
Case Study
27%
@CoralEva93 | #BrightonSEO
104%
Increase in organic
traffic YoY to cat pages
Increase in goals via
organic traffic YoY
27.
@CoralEva93 | #BrightonSEO
Optimise Content for
Featured Snippets
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.
Traffic vs Featured Snippets
Wikipedia lost 21%
of their traffic.
Consider the type of
snippet you’re after.
@CoralEva93 | #BrightonSEO
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?
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.
Create the email
@CoralEva93 | #BrightonSEO
○ Intriguing subject line
○ Visually appealing & on-brand
○ Links to repurposed content
○ Links are tracked via UTM Tracking
44.
Tracking
@CoralEva93 | #BrightonSEO
URL = URL you want to track
Source = newsletter
Medium = email
45.
Content to email - How
○ Choose the content
○ Create the email
○ Track the links
○ Proofread….
@CoralEva93 | #BrightonSEO
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