Rand Fishkin, Wizard of Moz | @randfish | [email protected] The Remarkable SEO Power of Republishing
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Slides online atbit.ly/randrepublish
Republishing Basics
Take an existing piece of content
Re-create a part or the whole
Create additional traffic, reach, and/or rankings
X Xa
Xb
Xc3X
The Value of Republishing
Targeted Distribution & Reach
The Chance to Reach a New Audience
Links that Can Help Rankings
A few days prior to these links, the book’s website wasn’t on page 1
Reinvigorate Valuable but Stale Content
Via NYTimes
Each election cycle, the NYTimes recreates
interactive and visual elements to show updates
and possible/likely scenarios
Drawbacks toConsider
Loss of Ability to Control UX
Via Medium
Loss of Ability to Use Cookies
Via Moz & Wordstream
Content & Audience Fatigue
The Version That Ranks May Not Be the One You Want
When is Republishing Most Useful
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
B) You Can’t Reach this Platform’s Audience 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
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
D) Republishing Is Your Best Chance toStay 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.
4 Powerful Tactics for Republishing
#1: The Semi-Regular Update
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 resultsChange over time makes subsequent versions even more compelling
FiveThirtyEight NBA Predictions
Via FiveThirtyEight
BTW – this is why the Warriors are so good:
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
#2: The Localization
Keys to Execution:Content is useful/interesting to multiple geographiesIt’s possible to get relevant/high-quality info to satisfy each local audienceLocal competition hasn’t yet dominated the space
Concept: Geo-focused or single-language content that can be expanded to new regions
Local Rent vs. Buy Calculators?
Via Guild Mortgage
Doesn’t work because national
calculators are just as good or better than region-specific ones.
#3: The Spawn ofBig Content
Keys to Execution:Broad enough quantity of data/content to warrant multiple pieces based on the original sourceNiche has a healthy supply of interest & publishersHelps if new/unique info is being discovered/revealed over time
Concept: Expansive content that has numerous sub-content opportunities
How the Internet Talks
Via FiveThirtyEight
#4: Distribution Platform Republishing
Keys to Execution:You can ensure your original ranks in GoogleYou’re OK losing some links/citation/control of experience in exchange for eyeballsExternal editors will accept a copy of your work
Concept: Replicate popular/timely/relevant content on other publishers’ sites
First Comes Smarts, Then Comes Hustle
Via GaryV
For More on Reusing Content, Check out Aleyda Solis’ Excellent Post:
Via Aleyda
NOTE:This is a tactic. Not a strategy. Abuse it, & Google will eventually make it much harder.
X Xa
Xb
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Go Forth & Republish!
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