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The Remarkable SEO Power of Republishing
The document discusses the benefits and strategies of republishing existing content to enhance SEO and reach broader audiences. It outlines four powerful tactics for effective republishing: regular updates, localization, creating derivative content, and using distribution platforms, while also noting potential drawbacks. The author emphasizes the importance of repurposing content to maintain competitiveness and relevance in search rankings.
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The Remarkable SEO Power of Republishing
- 1. Rand Fishkin, Wizardof Moz | @randfish | rand@moz.com The Remarkable SEO Power of Republishing
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- 4. Take an existing pieceof content Re-create a part or the whole Create additional traffic, reach, and/or rankings X Xa Xb Xc 3X
- 5. The Value ofRepublishing
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- 7. The Chance toReach a NewAudience
- 8. Links that CanHelp Rankings A few days prior to these links, the book’s website wasn’t on page 1
- 9. Reinvigorate Valuable butStale Content Via NYTimes Each election cycle, the NYTimes recreates interactive and visual elements to show updates and possible/likely scenarios
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- 11. Effort Could HaveGone to New Content Via Cinemagraphs
- 12. Loss ofAbility toControl UX Via Medium
- 13. Loss ofAbility toOwn Conversion Funnel Via SoFi
- 14. Loss ofAbility toUse Cookies Via Moz & Wordstream
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- 16. The Version ThatRanks May Not Be the One You Want
- 17. When is RepublishingMost Useful
- 18. A) You Needa Handful of Diverse Links to Rank the Original Version I’m almost there. A few more links would likely get me into the top 3
- 19. B) You Can’tReach this Platform’sAudience as Effectively through Other Means If I want to reach web designers & UX folks, there’s no better way than getting an article on SmashingMagazine Via Smashing Magazine
- 20. C) Content Reachis More Important than Direct Conversions I could have put this on my own blog, but even if Lifehacker’s version outranks my original, it will reach a vastly broader audience
- 21. D) Republishing IsYour Best Chance to Stay Competitive / Top-of-Mind Anytime you see months or years in search suggest, it’s likely that an older piece won’t rank competitively against a newer one.
- 22. 4 Powerful Tacticsfor Republishing
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- 24. Concept: A remarkablepiece of timely content, updated at regular intervals Keys to Execution: Content is initially compelling, useful, & relevant Can be reproduced w/ continually valuable results Change over time makes subsequent versions even more compelling
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- 26. BTW – thisis why the Warriors are so good:
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- 28. KPCB’sAnnual Internet TrendsDeck Via KPCB
- 29. Largest Vocabularly inHip-Hop? Via Poly-graph The tactic wasn’t as successful here b/c the value of updates wasn’t substantive or newly interesting enough to re-generate the initial launch’s buzz
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- 31. Keys to Execution: Contentis useful/interesting to multiple geographies It’s possible to get relevant/high-quality info to satisfy each local audience Local competition hasn’t yet dominated the space Concept: Geo-focused or single-language content that can be expanded to new regions
- 32. Beginner’s Guide toSEO Via Moz
- 33. Eater’s Top 38 ViaEater
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- 36. Local Rent vs.Buy Calculators? Via Guild Mortgage Doesn’t work because national calculators are just as good or better than region- specific ones.
- 37. #3: The Spawnof Big Content
- 38. Keys to Execution: Broadenough quantity of data/content to warrant multiple pieces based on the original source Niche has a healthy supply of interest & publishers Helps if new/unique info is being discovered/revealed over time Concept: Expansive content that has numerous sub-content opportunities
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- 40. How the InternetTalks Via FiveThirtyEight
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- 42. Top Marketing Blogs? ViaInbound.org
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- 44. Keys to Execution: Youcan ensure your original ranks in Google You’re OK losing some links/citation/control of experience in exchange for eyeballs External editors will accept a copy of your work Concept: Replicate popular/timely/relevant content on other publishers’ sites
- 45. Hubris Bubble Via IanLandsman
- 46. First Comes Smarts,Then Comes Hustle Via GaryV
- 47. For More onReusing Content, Check outAleyda Solis’Excellent Post: Via Aleyda
- 48. NOTE: This is atactic. Not a strategy.Abuse it, & Google will eventually make it much harder.
- 49. X Xa Xb Xc 3X Go Forth &Republish!
- 50. Rand Fishkin, Wizardof Moz | @randfish | rand@moz.com Bit.ly/randrepublish