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

1. https://www.slideshare.net/coraleva93
How to Repurpose Existing Content
To Help With Your Strategy
Coral Luck // Ricemedia //
@CoralEva9

2. Results. Fast.
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A new client
signs.

3. Results. Fast.
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4. @CoralEva93 | #BrightonSEO
Essential Tools

5. What to expect?
○ Ranking increases
○ Increase in Organic Traffic & referrals
○ Links & Coverage
○ Featured Snippets
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6. Proven industries
Hair & Beauty
Digital Marketing
Automotive
Cyber & Software
Health Care
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Hospitality
Jewellery
Technology
Retail
Education

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Repurpose Existing
Blogs for Outreach

8. Why?
○ Quick way to obtain links
○ Increase brand awareness & coverage
○ Increase referral traffic
○ Improve trust flow
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How?

10. Choose the right content
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11. Consider the audience
Publications
○ Regional
○ National
○ Trade
Who are you targeting?
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12. Write the right press release
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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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15. @CoralEva93 | #BrightonSEO
Wait,
Track &
Repeat!

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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17. Case Study
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18. @CoralEva93 | #BrightonSEO
Boost Pages via
Google Analytics or
Search Console

19. Why?
○ Easier to increase rankings
○ See results fast
○ Trackable
○ Easy to implement
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How?

21. Choose the right content
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Google Search Console - find keywords &
URLS ranking 3 or lower.
Google Analytics - compare landing pages
YoY & MoM via Organic Traffic.

22. Look at ranking competitors
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○ H1, H2s, H3s, H4s…
○ CTA
○ Interlinking
○ Keyword Density & Proximity
○ Content Length & Layout

23. Rewrite
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○ Can you replicate those out ranking?
○ Stay in the tone of the client
○ Optimise!
○ Make a note in GA

24. Boost Pages - How
○ Choose your content via GA or SC
○ Look at ranking competitors & replicate
○ Rewrite
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25. @CoralEva93 | #BrightonSEO
Wait,
Track &
Repeat!

26. Case Study
27%
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104%
Increase in organic
traffic YoY to cat pages
Increase in goals via
organic traffic YoY

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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
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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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30. @CoralEva93 | #BrightonSEO
How?

31. Choose the right content
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Google Search Console
- look at keywords
ranking between #1 &
#5.

32. Find the queries
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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?

34. Rewrite
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35. Featured Snippets - How
○ Choose the content
○ Find the queries
○ Look at existing snippets
○ Rewrite
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36. @CoralEva93 | #BrightonSEO
Wait,
Track &
Repeat!

37. Case Study
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38. Case Study
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3 Sales £540
In revenue so far
directly from this blog
Directly attributed to
this blog

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Turn Content into
Newsletters

40. Why?
○ Increase traffic to site
○ Reach target audience
○ Generate leads / sales
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How?

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

44. Tracking
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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….
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46. @CoralEva93 | #BrightonSEO
Send,
Track &
Repeat!

47. Case Study
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310 opens
45 link clicks
2 goals

48. @CoralEva93 | #BrightonSEO
Make sure you
always...

49. Fetch and Render
Fetch & Render the URL on Search Console. It
prioritises the URL for re-indexing.
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50. @CoralEva93 | #BrightonSEO
Key Takeaways

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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52. @CoralEva93 | #BrightonSEO
Thank You!