Writing articles and website content takes time so you will want to get the most from your content. So, with this in mind, you might want to repurpose old content as this can help you to obtain higher Google search rankings.
So, is it worth repurposing old content on your site or should you just forget about it and go on to write new content? Well, this is just one of the questions we are going to answer here.
Should you repurpose content?
First, we will answer the question, should you repurpose content? Some people will say leave it alone and others, us for one, believe there is some value in repurposing old content.
However, old content should only be repurposed if it is high-quality. We are presuming it is, as you should not have created it and put it on your website in the first place if it wasn’t.
Providing the content is still relevant, it can be reworked and given a new lease of life.
What is the purpose to repurpose your content?
So, what is the purpose to repurpose your content? Well, one of the biggest benefits of reusing old content is the time it saves.
If you have an excellent high-quality, old article on your site that has done well in the past, you can revive it and you have a head start as the main content is already written.
1. Time-saving and increases Google rankings
There are many advantages to reusing old content. The main advantage is to get an all-important SEO boost. Yes, you can use old content to increase your rankings on Google search.
2. Gain backlinks when reaching out
Another way of using old content is to reach out to a new audience. You can take your content outside of your own website and receive high-quality backlinks while also controlling the anchor text within the link.
3. Gain authority
When you publish content in many places on a single topic, it can help you to gain extra authority and this leads to higher Google rankings.
What is the first strategy for repurposing content?
Now let’s look into the first strategy for repurposing content.
Well, the first place to look is your blog’s archives. You should check out old posts in the archives that you can repurpose but you do need to consider some factors.
Only choose evergreen content
Only repurpose content that is evergreen. By this, we mean the content should be high quality, it should be relevant and interesting and timeless. This means that no matter how old the content on your website, it remains relevant regardless of how long has passed.
This means you should avoid any articles or content that includes dates or news. Readers are not going to find an article relevant if the date is two or three years back in time or if it is news about something that happened in the past.
Evergreen content remains relevant and interesting no matter how much time has passed.
Typical evergreen content might include step-by-step guides, how-to articles and guides.
Review the most popular posts
Your website analytics are an important part of choosing to repurpose old blog content.
Check out which of your posts have performed well in the past. If they have been popular, the chances are you can increase their popularity even more.
The whole key for success when you repurpose old content is to alter that content to make it appealing to new audiences.
How do I repurpose content in SEO?
Now we will move to answer the question, how do I repurpose content in SEO?
There are many different ways you can reuse the old content on your website and we will take you through them.
1. Create new articles
This might sound counterintuitive when thinking about how to repurpose old blog content but it works. We are not talking about writing the whole article or post from scratch. Instead, use the old content as the base of the article.
For instance, if you have articles with lists you can take the individual parts of the list and break them down into new articles, adding in some new content.
This would work for content such as the best 15, 10 great ideas etc. You could take the individuals and make new blog content by fleshing them out. Remember though that any content you add to articles or blog posts should be relevant and informative, not just full of fluff.
This can also work with shorter blog content you have written on a single or related topic. You could take portions of these articles and combine them into a single post summary with links back to the original content.
2. Make a presentation
You could use articles with statistics and quotes and turn them into a slide show or presentation.
When you repurpose old blog content this way it becomes more exciting. Graphics and infographics stand out and make a boring blog post more exciting.
If you use WordPress as the basis for your content there are many plugins available to help you make slides for your site, and they come with ready-made templates.
3. Add in new content
You might have written a post or article in the past and find out that you could have added in a lot more information. There might be some new information that has only just come to light. You could add in this information and bring new life to the old content.
If you are going to do this, you can add a note to tell readers about the origins of the post or tell them it has been updated.
4. How to repurpose old content on social media
You can repurpose old blog content through social media. Of course, it should be high quality, relevant and interesting.
Add in good quality content and we-write the title of the article or blog post, making it catchy and interesting.
Social networks to consider when repurposing blog content are Facebook, Twitter, Google+ and LinkedIn.
5. Add links to old content
While you are rewriting or adding any new, or much, content to your old articles and posts, you can go back and add in links.
You might have old articles that have very few if any, links. In this case, you can add links to some of your newer content. This helps to connect those old pages and bring back interest in that content.
Internal links play an important role as it shows structure within your website or blog. Of course, the links you add do need to be relevant to the content you are adding them to, for the best results.
So, there you have it, you now know how to repurpose old content to get higher Google search rankings.
We hope you can put some or all of these tips to good use and bring some of your old content back to life.