At the end of the day, when it comes to online marketing, content is life. However, making one can be tedious and brain-draining.
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If you want to skip the hassle of creating content,you can always engage SEO servicesthat can already include a slew of content-related options, including blog writing.
Note, though, that even a professional writer can take some time to make content. Depending on the length and complexity, they may churn out only one per day or three per week.
If the goal is to drive traffic consistently, invite crawlers to visit the page often, index more web pages, and engage the audience regularly, you may want to boost content output.
The question is how. One of the underrated strategies is republishing content.
How Your Site Can Benefit from Republishing Content
Some marketers and online business owners avoid republishing content because they fear Google’s retribution (a.k.a. penalties that can include getting their domain name banned on the search results). In reality, this feeling comes from getting confused between this strategy and duplicate content.
Duplicate content is a post that appears on more than one website. Google doesn’t like it because it won’t know which site it should recommend to users. In turn, one or both might experience the consequences, such as a drop in ranking or even a penalty.
A republished content is different from a duplicate because, first, it remains on the website. Second, some experts suggest that Google actually likes repurposed content for the following reasons:
1. One Can Fix SEO Issues
Just like in life, the only thing that’s permanent in the world of search engineoptimization(SEO) is change, and Google doesit multipletimes a year. This is because, for the site, they have only one job: to provide accurate, timely information to users.
According toMoz, the huge search engine introducedover 3,000 search improvementsin 2018 alone. That’s around eight times more than the number of updates about 10 years ago.
Some of these changes are minor. But a number are significant that they could affect visibility,crawlability, and, of course, ranking unless content marketers adapt to them.
But even if they apply these changes in their new content, they may still experience a drop in their rankings because of old content. The published ones may already be riddled with SEO issues that can include:
2. Republishing Content Can Help the Page Rank Better
Sometimes the post doesn’t have any on-page SEO problems. It could also be beautifully written with enough data for readers to digest. Still, it fails to rank. If not, it struggles to get better placement in the search results.
It will be both unwise and impractical to dismiss the post, more so delete it. Remember, it still contains valuable information, and it has potential. What a marketer can do is to enhance the page to give it one more shot in Google.
This is where republishing the post becomes helpful. SEO specialists and content marketers can look into the quality of the keywords, for example. Are they relevant to the post? Can the blog benefit from more suitable keywords? Is the post using a variety of long-tail and relevant keywords?
Are the additions of these words sound forced or appear unnatural? Are there placements intended for optimization? Probably the keywords chosen are attracting the wrong audience, so they are not converting.
3. Republished Content Is More Engaging to Both Google and Users
For a blog to be effective, it needs variety in terms of length, context, layout, etc. But the choice depends on the goal. If the objective is to drive traffic, engage the audience, and, most of all, convert the readers, thenlong-form content seems to be the ideal strategy.
According to Marketmuse, content that is about 700 to 2,000 words long seems to rank higher in the search results because of context. Marketers can explore the topic in a more in-depth manner and, from the SEO perspective, incorporate various keywords more naturally.
By republishing content in long-form, one can introduce newness-fresher and more updated information, better readability, and more appealing data.
Republishing content can still be tricky. However, it maximizes available resources that are still worthy of being improved.