How we use content recycling and SEO re-optimization to increase traffic 14% without new content
I’ve worked in content marketing for almost a decade, and there’s always something new to learn.
Building an audience organically through search engines and social media is constantly changing, especially in the area of search engine optimization.
As a quick primer for this article, there are a few things to be aware of. First, search engines like Google love websites with lots of high-quality content. Because of this, we have worked with many clients who publish daily, Monday-Friday, and sometimes Saturday content too.
Our best practice is to have a targeted primary keyword phrase for every article you write and publish to the Internet. This means that each article must be specifically optimized for one keywords.
Of course, you may be a savvy business that chooses to have one primary keyword and several secondary keywords per optimized article. Either way, we’re currently on the same page.
Now let’s pretend you publish your optimized article. The post is optimized for the keyword phrase “playing polyrhythms.” A few months go by and you are looking at the keyword phrases in your article rankings. This particular article, optimized for “playing polyrhythms” ranks well, but on completely different terms than what you’re targeting. Instead, the article ranks the term “examples of polyrhythmic patterns.”
What would you do?
I’ve come across this scenario before, and I’ve learned a great technique to take advantage of this information. [Tweet “How @BuzzFarmers used #content recycling + #SEO re-optimization to boost traffic 14%”]
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Search engine re-optimization process
When the above situation occurs, I use the re-optimization process. This means I return to the article, and increase the keyword density of the keywords the article is ranking for. I see this strategy as a way to not only improve current rankings, but also to strengthen the power of ranking keyword phrases.
Of course, you have to make some considerations in this process. First, determine whether the keywords your article is ranking for are worthy of re-optimization. If the ranking is on a keyword phrase that doesn’t match the article I experienced, then you don’t need to re-optimize for that keyword.
Also, determine if the original keywords you optimized for the article deserve to be reset for the new ranking terms. This might be a relevant scenario, though not usually for me. In this case, I would look at competing traffic and search volume data for each keyword, and pick a winner based on those statistics.
Or I might optimize for both. [Tweet “Have great content, but not so great SEO? Re-optimize!”]
The value of search engine re-optimization
Over the past few months, I’ve started this process of re-optimizing for financial publishers who don’t want to write new content, but rather take advantage of their existing content archives. This client publishes every day of the week, but the content we publish is being recycled from old evergreen content. Every published section gets SEO changes.
During this month we consistently saw an increase in organic search traffic, even in the absence of “new” content to the site.
In fact, over the last two months we’ve seen a 14% and 9% increase in organic website traffic without ever publishing any new content – just recycling and re-optimizing what’s already there.
If you want to increase your organic website traffic, try this re-optimization process and see what kind of impact it has for you. I am very impressed with the results, and I think you will be too, if you approach this process with the same care that I use.