How to better optimise legacy content marketing  

 

When writing content marketing, the management of existing content assets plays a crucial role in maintaining a competitive edge. If your website for example has 40 copied blog posts, well, this will hamper your company’s SEO performance moving forward.

With vast numbers of content accumulated over the years, written by various staff members, it becomes imperative to strategically optimise these assets to enhance organic visibility and user experience.

Why its most definitely worth revisiting and better optimising older content marketing

 

Regularly assessing old content marketing is not just about keeping up with the Jones- meaning just  because a competitor is addng a blog post once a week you should too.

Yet, time should also be spent scrutinising content for outdated references, like articles titled “10 ways to improve your SEO in 2018- obviously someone landing on that page now, is going to view the advice as outdated.

So you should revisit old blog posts, see if they can be updated.

 or posts that have lost relevance due to changing trends. Even user-generated content on  

Make sure your chosen SEO company is adhering to to Google’s E-EAT Principles

 

 

Google’s E-EAT guidelines — focusing on Expertise, Authoritativeness, and Trustworthiness — are pivotal in assessing content marketing. These include ensuring originality, providing insightful analysis, yet the work must be written by an expert. Or at least sit down, and have a cup of tea with an expert on the subject, to gain there input. This will generate an article that’s more helpful, useful and better for the reader.

 

This will result in the following:

• Likely you will obtain more quality backlinks
• Higher time on site
• Lower bounce rate

  

 

Repurposing: Enhancing some of your old blog posts

 

Beyond removal, repurposing offer less risky alternatives. You need to take some advice from expert SEO consultants, but they may recommend sometimes consolidating blog posts and pages, which involves merging similar content into comprehensive resources, optimizing crawl budgets, and providing users and search engines with streamlined, quality content marketing.  

 

 

Monitor performance using Moz Pro SEO tools- they are very good

 

If your marketing agency is neglecting optimising legacy content is a missed opportunity.

Regular analysis and testing of existing content marketing for potential enhancements or repurposing can yield significant SEO rewards with relatively low effort. This proactive approach ensures that all content assets, new and old, contribute optimally to the brand’s online presence and SEO objectives.

 

 

How to repurpose content marketing to improve your business SEO

 

Repurposing isn’t just about updating just dates or facts; it’s about reimagining content to align with current trends and user needs. So, sometimes adding a substantial amount of text. 

 

 

Google Analytics and content marketing  

 

An in-depth analysis of user behaviour can help you to decide which blog posts need improving. If work has a high bounce rate, then these pages should get your most attention, in terms of improving them.

SEO tools like Google Analytics and Google Search Console offer invaluable insights into how users interact with your content marketing. Understanding these patterns helps in identifying underperforming pages and blog posts and opportunities for improvement, thereby enabling a data-driven approach to content optimisation.