5 Tips For Repurposing On-Site Search Engine Optimization (SEO) Content With A Purpose

Sometimes when we spend so much focus and effort on creating desirable content we overlook the importance of the little details like building search engine optimization (SEO) friendly on page meta title tags.  Title tags should always stay within the Google search engine recommended 60 character limit and follow a “Main Keyword | Secondary keyword | Brand Name” or “Main Keyword, Secondary Keyword and Third Keyword – Brand name” format.  Many times old title tags are incomplete, incorrectly formatted or feature outdated keywords and branding making this tip the perfect start to any SEO content page repurposing project. When was the last time you had an SEO company review your keywords and meta title page tags?

Lots of times the keywords we thought would originally be effective turn out to be not as powerful as we imagined.  Also overtime search preferences, trends and tastes change creating an environment where new short tail and long tail keywords rise to prominence giving a high impact to keyword updates.  With SEO services and tools like Google Search Console there is plenty of opportunity to uncover those hidden keywords that are not only driving website traffic but the ones that are the most favorable in the eyes of search engines.  Adding new and superior keywords naturally into your old content can go a long way to finding new life and growth online.

Since old content is aging while other content is being released it often is missing key website interlinks that would add more relevance and support to the subject matter.  By creating new links and page connections within your website you can improve your site architecture which can have a very positive impact on your search rankings. If you’re developing a centralized site, your interlinks should strategically reference product and service pages while when updating a decentralized site, you want to increase the number of links to category pages, relevant pages and pages with high search engine optimization (SEO) potential.  These are the types of strategies and technicalities you will want to go over with an advanced SEO company.][/vc_row]

Topic clusters are a variety of content pieces that stand alone on your website which are all linked to a common, higher level subject matter known as “pillar” or base content.  Foundational content is how you present your website to both users and the search engines so that appropriate parties know exactly what your mission, message and niche is all about.  By revitalizing and reutilizing old content through new keyword volume research, topical hierarchy planning and user intent understanding one can create topic clusters to gain even greater industry authority and rankings.  Topic clusters allow for every piece of content you create to work as a channel, funnel and support system that solidifies your expertise on the base content of your website.

The last search engine optimization (SEO) tip we will go over for repurposing old on-site content with a purpose is simply appending new information to the old knowledge bases.  By supplementing old content with current and forward thinking insights and data one can instantly revive the SEO value to both searchers and search engines. Instead of having to create entirely new content which is time consuming and costly one can just piggyback off old work in order to shine new light on high quality on-site info.

If you have been thinking about more ways to squeeze some new search engine optimization (SEO) “juice” out of your website the above ideas are a great place to start.  Just like finding an old treasure at a thrift store or junk yard that was once great and has the potential to become something even better your website content also often holds the same characteristics.  Partnering up with an SEO company is the perfect way to identify those content points that make the most sense to repurpose and rearrange so that your site can take on new relevance with users and search engines.  If you had to choose one piece of old content on your website to start improving upon where would you start?