Work Smarter, Not Harder: Repurpose Content for SEO

If you perform a Google search – on any topic – you will see that the results on the first pages are recent: weeks or months old. This is one of the key ranking factors that search engines apply: they look for fresh, original content. So, what happens to older content? Must it disappear into oblivion after you worked so hard to create it? Not exactly: we will show you how to repurpose content for SEO and keep it ranking high in search results.

Content Repurposing: a Smart Way of Staying Relevant in Search Engine Result Pages

Reusing old content is not a dirty trick and will not earn you penalties from Google. We wanted to get this aspect out of the way as soon as possible. In fact, all companies repurpose content for SEO, even large multinational brands.

They know that readers do not keep detailed memories of everything they’ve read or watched online. So, when the time is right, these companies edit or repackage their content and serve it to users again.

For you, as a busy chiropractor, learning how to repurpose content for SEO may mean the difference between having no spare time at all and enjoying personal life without sacrificing your digital marketing strategy.

What Exactly Does It Mean to Repurpose Content for SEO?

Content repurposing is defined as making changes to existing content or republishing it in a different format. Here are a few examples:
•    Adding latest developments and findings to an article on a specific topic
•    Editing an article to remove a part that is no longer relevant
•    Including the content of an article in a slide presentation.

Now that you have got a basic idea, let us show you how to repurpose content for SEO:

1. Find Evergreen Content

Evergreen content means topics that will always stay relevant for readers. For example, the topic “can chiropractic help improve sciatica” is evergreen content. People will always look for this kind of information because, unfortunately, there is no way of preventing or eradicating sciatica.

2. Identify Your Best Performing Content

In the Google Analytics console, you can quickly find blog articles that received the highest number of views. You can corroborate these data with analytics from your social media accounts, showing which posts you shared had the most likes, comments and shares.

This kind of content is valuable and you must consider ways to repurpose it for SEO.

3. Add Updates to Existing Content

Now that you have identified content worth repurposing, it is time to get to work. The simplest way to repurpose content for SEO is adding updates to the existing article. For example, if a new chiropractic technique can help patients with sciatica, add it as a “Latest update” edit at the bottom of the article.

Moreover, you should add a small paragraph at the beginning, alerting readers that the article contains fresh information.

4. Consider Ranking for New Keywords

Your top performing content may have been optimized for keywords that you no longer use for one reason or another. Thus, if you want tor repurpose content for SEO, replace the old keywords with new ones and make other edits to the text.

Also, do not forget to change the date of the article, from the initial publishing date to the current date (Google will not penalize you for this).

5. Create Visual or Audio Presentations of Your Content

Last but not least, a smart way to repurpose content for SEO is to repackage it into a different format. We already presented the example of the article turned into a slide presentation.

Here are other interesting ideas to try:
•    Record your articles and share them as podcasts
•    Take essential data from an article and create an infographic
•    Record slide presentations as videos and post them on your website.

If you need our assistance to repurpose content for SEO, do not hesitate to reach out to us and explain what you need!