The Remarkable SEO Power of Republishing
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Rand's presentation on how to re-use and recycle content, update existing content, and earn better rankings and visibility.
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The Remarkable SEO Power of Republishing
- 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com The Remarkable SEO Power of Republishing
- 4. Take an existing piece of content Re-create a part or the whole Create additional traffic, reach, and/or rankings X Xa Xb Xc 3X
- 5. The Value of Republishing
- 7. The Chance to Reach a NewAudience
- 8. Links that Can Help Rankings A few days prior to these links, the book’s website wasn’t on page 1
- 9. Reinvigorate Valuable but Stale Content Via NYTimes Each election cycle, the NYTimes recreates interactive and visual elements to show updates and possible/likely scenarios
- 11. Effort Could Have Gone to New Content Via Cinemagraphs
- 12. Loss ofAbility to Control UX Via Medium
- 13. Loss ofAbility to Own Conversion Funnel Via SoFi
- 14. Loss ofAbility to Use Cookies Via Moz & Wordstream
- 16. The Version That Ranks May Not Be the One You Want
- 17. When is Republishing Most Useful
- 18. A) You Need a 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’t Reach 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 Reach is 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 Is Your 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 Tactics for Republishing
- 24. Concept: A remarkable piece 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
- 26. BTW – this is why the Warriors are so good:
- 27. Ranking Factors Survey Via Moz
- 28. KPCB’sAnnual Internet Trends Deck Via KPCB
- 29. Largest Vocabularly in Hip-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
- 31. Keys to Execution: Content is 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 to SEO Via Moz
- 33. Eater’s Top 38 Via Eater
- 34. AirBnB Neighborhood Guides Via AirBnB
- 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 Spawn of Big Content
- 38. Keys to Execution: Broad enough 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
- 40. How the Internet Talks Via FiveThirtyEight
- 42. Top Marketing Blogs? Via Inbound.org
- 44. Keys to Execution: You can 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 Ian Landsman
- 46. First Comes Smarts, Then Comes Hustle Via GaryV
- 47. For More on Reusing Content, Check outAleyda Solis’Excellent Post: Via Aleyda
- 48. NOTE: This is a tactic. Not a strategy.Abuse it, & Google will eventually make it much harder.
- 49. X Xa Xb Xc 3X Go Forth & Republish!
- 50. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Bit.ly/randrepublish